Personalized content is one of the hottest topics in marketing right now. But what does it really mean? How can you use it to create better B2B marketing content? And is it worth the effort?
Yes – B2B personalized content is one of the most powerful techniques you can use to improve your marketing. When you tailor your content to fit the needs and preferences of individual customers, you can build better relationships, improve your response rates, and generate more qualified leads.
What is B2B Personalized Content?
B2B personalized content is any piece of content that has been modified to fit the preferences and needs of a particular person or organization. It typically involves using the data you have about customers to write more relevant copy, design layouts that are easier to navigate and provide additional information that will be useful to your audience.
With 66% of B2B marketing teams stating that they plan to increase their content marketing budget in 2022, personalized content is likely to become even more critical over the next few years. By investing in this technique now, you’ll be well-placed to take advantage of the benefits it can provide in the future.
Source: Statista
Benefits of B2B Personalized Content
B2B personalized content is a powerful way to build stronger relationships with your customers. When you can tailor your messaging to fit the specific needs and preferences of individual customers, you can build a better sense of trust and understanding.
This is especially important in B2B, where you’re often dealing with complex sales cycles and lengthy decision-making processes. By taking the time to understand your customers and write relevant content, you can build a better rapport and provide them with valuable information they can use to make informed decisions.
While the benefits of B2B content personalization are numerous, some of the most powerful include:
Humanizes Your Brand
One of the most common reasons B2B marketers decide to personalize their content is to humanize their brand. When you can customize your messaging to fit the needs of your individual accounts, you can show them that you understand their business and are genuinely interested in providing them with the best possible service.
Improves Content Experience
The best B2B personalized content is designed to improve the overall content experience for your customers. When you use data to write more engaging and captivating copy, design layouts that are easy to navigate, and provide additional information that will be useful to them, you’re able to personalize the value you provide to each of the key stakeholders that make up your ideal accounts.
Boosts Your Authority
3 Ways to Implement B2B Personalized Content
If you’re looking to increase the effectiveness of your company’s content marketing, you’ve got to start offering personalized content. This is a powerful technique that can be used to improve the quality of your messaging, improve the experience your customers receive, and build stronger, more meaningful relationships with your customers.
Not sure where to begin? Here are three ways to implement B2B personalized content into your content strategy:
1. Account-Based Experiences
An account-based experience is a strategy that focuses on building stronger relationships with a select group of customers. It typically involves identifying a small group of accounts that represent the majority of your revenue and then developing content, sales processes, and marketing strategies tailored to fit those customers’ unique needs and preferences.
B2B personalization is often used to support account-based experiences since it allows you to provide a deeper level of service and customize your messaging to fit the needs of each account.
Source: Hushly
Once you’ve taken the time to identify your key accounts, you can take things a step further by identifying the key members that make up each account. From there, you can use data to write engaging and personalized content that will provide your customers with the information they need to make informed decisions.
2. Personalized Content Hubs
A personalized content hub is a strategy that allows you to centralize all of the data you use to create content for your customers. By identifying a single location where you can store your account-specific information, you can simplify the process of creating personalized content for your customers.
This is a powerful technique since it allows you to gather the data you need to write relevant and engaging content in one place, which will make it easier to ensure each piece of content you provide to your customers is as personalized as possible.
Source: Hushly
3. Self-Personalization
Self-serve options across the B2B consumer experience are becoming increasingly popular, and personalization is no exception. Traditional channels, such as email and website content, are being turned into self-service options that allow customers to tailor their experience to suit their needs and preferences. This empowers customers to take control of their journey, allowing you to save time and resources by focusing on high-value activities.
Source: SendGrid
With 39% of B2B buyers stating that they want more self-serve options, it’s clear that the demand for personalized experiences is growing. As these channels become even more advanced, they’ll be able to provide even better experiences than their human counterparts.
Boost Your B2B Personalization Efforts with Hushly
Hushly is an AI-powered platform that empowers marketers to create engaging, personalized experiences designed to build stronger relationships with their customers.
We provide the tools you need to build and manage a successful B2B marketing campaign and the data you need to write engaging and personalized content that will improve the quality of your messaging, improve the experience your customers receive, and grow your business.
Ready to see what proper personalization can do for your brand? Request your demo today!
