How to Choose B2B Marketing Tools for Personalization

Tools

If you’re like most B2Bs, you know that personalization is critical for attracting leads and closing sales, but you aren’t sure which tools you need to complete the task.

Which B2B marketing tools are worth the money and which ones will just bloat your budget?

If a tool doesn’t help you collect and access relevant data – that’s a red flag.

If a tool doesn’t improve your relationship with leads – that’s a red flag.

Automation is supposed to make your life easier, not more frustrating.

Consider the tools below to create a user-friendly experience for your leads. Let your website do most of the work and leads will come flowing in.

6 Factors to Consider When Creating Your Stack of B2B Marketing Tools for Personalization

First things first, the most important B2B marketing tools in your arsenal are a mobile-friendly website and lead generation process.

According to Think with Google, B2B buyers spend up to three hours each day conducting research from their smartphones. By 2020, 70% of all business searches will happen on mobile devices.

If your website isn’t optimized for mobile browsing, you’re already losing money and you’ll be losing a lot more very soon.

Your buyers don’t only expect a mobile-friendly experience. They also expect a uniquely personalized experience. Consumer brands like Spotify, Facebook, and Netflix have created an individually personalized and on-demand environment that people have come to expect from brands.

Like expert analyst Brian Solis says, “Business buyers don’t go to work and forget what they do as humans. There’s a new normal that blurs the line between B2B and B2C. They just want things personalized.”

Use B2B marketing tools and strategies to make it happen.

1. First-Party Intent Data

First-party intent data is the fuel behind any successful account-based marketing campaign.

According to Marketing Profs, businesses that run ABM strategies driven 208% more revenue than those that don’t. The key to a successful ABM strategy is relevant, up to date, and accurate data.

Intent data is as close to real-time data as you can get. In the case of first-party intent data, it’s based on the information you’ve collected through a lead’s activity on your website so you can use it to create personalized campaigns immediately.

Personalized strategies based on intent data work because they put you in the mindset of the lead. Since you understand their place in the sales process and why they’re researching your website, you can create the most relevant content for them.

2. Retargeting Campaigns

There’s no way around it: relevant retargeting campaigns are some of your best B2B marketing tools. That is, of course, if you know how to run them properly.

As always, you need accurate data to make these campaigns work. Once you have that, you can target your leads through email and LinkedIn with personalized content.

LinkedIn is an excellent retargeting tool because the platform offers comprehensive audience insights. Not only that, but you can check out which URL a lead visited, plug it into the LinkedIn ad creator tool, and run a targeted ad for LinkedIn users who specifically visited that page.

See why accurate data is the lynchpin here?

3. Triggered Email Marketing Campaigns

Automated email campaigns are surprisingly easy to set up, yet highly personalized, and can deliver excellent results. Triggered campaigns tend to have an average open rate of over 45%.

Just log into your email service provider and create a new campaign. You’ll have the choice to set up an automated email here in most programs.

Look at your website now for some of your best content. Design unique emails that will go out after a lead visits each piece of content on your site.

4. Types of Content

Not every B2B lead wants to read whitepapers and tutorials. 65% want to hear podcasts from you while 49% want to learn about your company through video.

Don’t take an “if we build it, they will come” approach – create the kind of content your leads want.

If you’re running an ABM strategy, it’s more than worthwhile to do some research here. For example, the end-users of your product tend to prefer one type of content on certain subjects while top decision-makers prefer others.

At the end of the day, your personalization strategy runs on high-quality content and data, so these are the best B2B marketing tools at your disposal.

5. Adaptive Content Hubs

Now that you’ve started creating high-quality content, you need to put it all together in one – organized location.

That’s where an adaptive content hub comes into play.

An adaptive content hub is important for a few reasons.

First of all, your leads find it valuable because they’ll be able to educate themselves at their own pace, easily find the information they need on any device, and see that you care about their needs post-purchase.

However, an adaptive content hub is also useful to your personalization strategy because you can use it to collect information about your leads and utilize that data to fuel future campaigns.

For example, a visitor reads one piece of content. The algorithm will monitor what type of content they prefer and continue showing it to them. See how easy it is to collect information like this?

Source: Hushly

6. Exit Intent and Abandonment Strategies

At Hushly, we recommend everyone gets rid of forms completely.

Instead of bombarding users with a form as they try to exit your website, give them more content instead.

They’ll be more likely to stay because you’re actually providing them with something useful instead of asking them to do something for you.

Watch Your Lead Conversions Grow By 51%

At Hushly, we’re all about removing anything that interferes with the lead nurturing process. In most cases, that means getting rid of forms.

Your leads hate them and your marketers hate sifting through the inaccurate data.

Instead, upgrade your B2B marketing tools to include features like self-nurturing landing pages and adaptive content hubs. Back your data up with algorithm checks and human lead verification. From there, you’ll have the data you need to create relevant and valuable personalization strategies for your current and future leads.

Check out an adaptive content hub in action!

6 Crucial Mobile Marketing Automation Strategies for Lead Generation

Businessperson on Mobile

Only smart B2B marketers seem to realize this right now, but a solid mobile strategy is critical for generating leads and driving sales today.

However, putting mobile marketing automation strategies into action is easier said than done in B2B.

While consumer brands can afford to play around with new tools and tactics, B2Bs don’t have the same luxury – lost leads can cost thousands or millions.

However, going into 2020, it’s important to implement the strategies below if you want to meet the expectations of your leads and boost revenue.

Start slow and always keep your buyers’ experience at the forefront.

Why Bother Caring About B2B Mobile Marketing Automation?

A mobile marketing strategy isn’t just “nice to have” in B2B anymore.

According to research from Think with Google, your buyers spend up to three hours every day conducting research from their smartphone. To top it off, by next year, 70% of all Google business searches will take place on mobile devices.

The question is: is your website prepared?

A truly mobile-friendly B2B website puts user experience above everything else. Your website and landing pages should have no hurdles between visitors accessing the information they came there to get.

To sweeten the deal, you can use mobile marketing automation strategies and tools to collect data and personalize every visitor’s experience.

Think personalization is reserved for the consumer sector? Think again. Salesforce data shows that 65% of businesses will consider switching brands if a vendor doesn’t try to personalize their content and communications.

Your buyers are younger than you think, and they’ve come to expect the same personalized on-demand experience from businesses that they get everywhere in the consumer sector.

6 Mobile Marketing Automation Strategies You Need for Lead Generation

Use the mobile marketing automation strategies below to create an experience that your buyers expect.

1. Mobile-Friendly Landing Pages Without Forms

The first step towards creating a mobile-friendly experience for leads is getting rid of forms.

That’s right – they must go.

Forms are holding you back. When someone arrives at your lead magnet or landing page, they aren’t happy to see a form.

When was the last time you tried to fill out a form on a mobile device? It’s not fun – even if you use Google’s auto-fill feature.

Instead, un-gate your best content and give your visitors a sample. Give them the opportunity to supply an email address if they want to download the whole piece.

Removing forms is excellent for keeping your data clean, too. When you stop forcing visitors to fill out a form to access content, only highly qualified leads will give you their email address. Otherwise, you’re stuck with data on a bunch of leads who will never convert, and this screws up your overall personalization strategy.

2. Self-Nurturing Landing Pages

Instead of forms, give your visitors what they came to your website for—valuable and relevant content.

A self-nurturing landing page brings the Netflix-style content bingeing features into the B2B world.

When your leads can learn at their own pace, a beautiful thing happens: they nurture themselves. By the time they finally give you their email address or contact you, they’re further along in the buying process.

In other words, your job becomes 10x easier.

3. Interactive and Dynamic Content

Hyperlinks aren’t great on mobile devices. Buttons are better but interactive and dynamic content is best.

You don’t necessarily need to gamify your website, but it’s an innovative idea to include some interactive elements like drag-and-drop features, drop-down menus, and clickable filters.

Behind the scenes, incorporate some mobile marketing automation AI to take notes of their actions on the page so you can collect data and supply personalized content on other platforms.

4. Adaptive Content Hubs

Most mobile-friendly websites still aren’t specifically designed for use with mobile devices.

A dynamic content hub is an important mobile marketing automation tool because it organizes your content in an easily accessible fashion.

Visitors arrive at your website because they want to learn about your industry and company. Some like blog posts, some like eBooks, 65% want podcasts, and 49% crave video.

An adaptive content hub organizes all your content in one place so visitors can easily find exactly what they want. Here’s where the adaptive and interactive part comes in: once they start consuming content, the algorithm takes over and continues showing them similar content.

Not only do they stay on your website longer, but you can also learn more about them.

Source: Hushly

5. Personalized Exit Intent Content

When you finish reading a blog post and motion your cursor to another browser tab, you’ve probably noticed that most websites throw a popup form in your face.

When you go form-less, you need to replace them with something.

At Hushly, we suggest using mobile marketing automation tools to give your visitors more of what they came to your website for in the first place: highly relevant content.

Instead of asking them to fill out a form when they want to run, use AI to offer them personalized content based on the content they’ve already consumed.

6. Clean and Current Data

62% of businesses say they’re working with data that’s up to 40% incorrect.

Bad data is a major problem holding businesses back because every mobile marketing automation strategy needs correct data to personalize content.

Using a combination of algorithms and human verification, you can make sure you’re only collecting leads from real people working for real businesses. Your data will always be correct.

Remove Forms and Watch Your Lead Conversions Grow

Moving into 2020, a truly mobile-friendly website and user-friendly experience means getting rid of your forms.

Instead of bombarding your leads with a form to collect data, let them nurture themselves at your own pace by consuming your content.

You can still collect data about the content they consume and use it to provide personalized content, you just won’t bother them with annoying forms. Don’t worry – they’ll give you their email address when they’re ready.

Are you curious about creating an abandonment strategy that doesn’t involve forms? Hushly has you covered. Learn more here.

The Real Secrets to Skyrocketing Your B2B Conversion Rate

Rocket Ship

You know the B2B buying cycle is long but why aren’t your leads ever converting into customers?

If you’ve spent most of your time generating leads without worrying about quality or vetting, there’s a good chance that your B2B conversion rate is suffering.

If so, now is a valuable time to take a step back and re-evaluate your acquisition process.

How are visitors arriving on your site? Where are you collecting email addresses? Are they engaging with your content?

Put yourself in the mindset of your visitors and everything will start falling into place.

Your Leads Need a Mobile-Friendly Experience

Your target B2B audience isn’t a bunch of boomers and generation Xers. Like it or not, you need to meet the needs of millennials and Generation Z.

As of 2015, Think with Google reported that 46% of all buyers were between the ages of 18 and 34. For B2B marketers, this means creating a user-centric experience with plenty of personalization.

Your buyers go home and workout with their fitness devices, order food through UberEATS, and binge endless streams of customized content on Netflix. Their expectations for these hyper-personalized algorithms don’t change when they come into work the next day.

Think with Google also recently reported that B2Bs spend between two and three hours each day researching brands on their mobile devices. Mobile activity influences roughly 40% of B2B revenue every year.

If that wasn’t enough, by next year, 70% of all B2B searches will take place on mobile devices.

If you want to improve your B2B conversion rate, it’s critical to create a mobile-friendly experience from start to finish. In other words, everything needs to be optimized for mobile from your web pages and blog down to your lead magnets and emails.

Source: Think with Google

7 Secrets to Improving Your B2B Conversion Rate

Now you know that improving your visitors’ mobile experience is critical to boosting your B2B conversion rate – but how can you put this into practical action?

Here are a few tips to start bringing your B2B marketing strategy and website into 2020.

1. Get Rid of Forms

Forms are holding you back. No one opens a blog post, sees a form and thinks “Oh great, I can’t wait to give another website my information just to read an article.”

The truth is, there’s absolutely no way to optimize forms for mobile devices – no matter how much you tweak your layout, change the order, and update fields – because it’s still a form.

Forms are clunky and they get in the way of leads consuming your content. Instead, give your visitors a sample of your content and ask them to provide an email address if they’d like to read the rest.

Source: Hushly

2. Create an Adaptive Content Hub

An adaptive content hub with content bingeing features can satisfy your buyer’s expectation for a Netflix-like experience and ultimately boost your B2B conversion rate.

When you get rid of forms, people will spend more time reading your content and educating themselves about your company.

Use an adaptive content hub to put all of your content together in one place:

  • Ebooks
  • Podcasts
  • Tutorials
  • Case studies
  • White papers
  • Videos

3. Give Away Your Best Content

You spend so much time and money creating amazing in-depth content for your visitors – why are you hiding it behind a form?

Instead, include your best content in your adaptive content hub.

Research shows that 78% of buyers consume between three and five pieces of content before talking to a sales team. Putting your best content on display is important for demonstrating the value of your company and the services you can provide.

4. Let Leads Nurture Themselves

The idea of self-nurturing follows into the points above.

You want to offer your visitors an experience that allows them to educate themselves about your company, industry, and the services you provide.

When you incorporate self-nurturing landing pages into your website, your B2B conversion rate will jump because leads will be further along in the sales funnel before they even reach out to your team.

5. Incorporate AI

AI and algorithms are the only way to make these features work.

When a visitor arrives at your website, an algorithm will monitor the types of content they consume in the content hub and continue offering them similar content.

Yes, AI can sound scary but it’s essential today if you want to provide the type of experience that your visitors expect.

6. Create the Content Your Audience Wants to Read

According to LinkedIn research, B2Bs aren’t out there reading white papers – 49% of them consume video during the buying process while 65% say they find podcasts valuable for learning about a brand.

It’s up to you to do your research and find out what type of content they want from you. If your B2B conversion rate is low, it may be because you’re not creating the right kind of content.

7. Only Collect High-Quality Leads

At Hushly, we use human verification to make sure our clients only receive the highest quality leads.

Collecting email addresses from everyone who visits your website doesn’t just waste resources and send you down rabbit holes, it also throws off your data.

Accurate data is at the heart of every successful personalization campaign. Sadly, over 60% of businesses say their data is either not current or correct. Using correct data to drive your personalized campaigns like email or LinkedIn retargeting is sure to make your B2B conversion rate jump.

Ditch Forms and Watch Your Leads Grow

We promise – you won’t miss forms, and neither will your leads. Getting rid of forms in favor of self-nurturing landing pages won’t only reduce your bounce rate, but it will also skyrocket your lead conversions by at least 51%.

When people aren’t bombarded with clunky forms, they’ll spend more time consuming your awesome content and educating themselves about how you can help them. When they’ve decided you’re a good fit, they’ll sign up.

See what it’s like to build a database of high-quality leads. Learn more about optimizing your lead magnets for conversions.

Every B2B Lead Generation Marketing Template Needs Personalization

Lead Generation Marketing Plan Template

Now’s an exciting time to be a B2B marketer.

B2C has already had its moment with personalized entertainment and shopping experiences for everything from meal kit delivery to pharmaceuticals.

We probably won’t see any more groundbreaking technology emerge from B2C for a while.

B2B, however, is ripe for innovation and new strategies.

Long gone are the days of cold calls and in-person meetings.

That’s not to say that face-to-face business is obsolete, but it’s far from the only way to reach your prospects.

Automation and data collection make it easy to reach your leads with personalized content at every stage of the sales funnel.

Sadly, many B2Bs lag their B2C colleagues in terms of putting these technologies into effective use.

As you develop a B2B lead generation marketing plan template, it’s crucial to include some personalization tactics. Your business needs it and your target audience expects it.

Why Does Your B2B Lead Generation Marketing Plan Template Need Personalization?

Your buyers expect a personalized experience.

Companies like Amazon and Facebook have set the stage for hyper-personalized curated content on an individual scale. You may think that doesn’t apply to B2B websites and marketing – but it definitely does.

Your buyers and target audience know personalization technology exists because it’s available in every consumer app on their phone. Their expectations don’t change once they get to work Monday morning.

73% of buyers say they want the same personalized experience that B2Cs supply and half say businesses are not meeting expectations. Meanwhile, 30% of B2B companies say they’re dabbling in personalization strategies

That leaves a huge gap with countless companies not supplying the type of experience their buyers look for.

Personalization and automation aren’t going anywhere. They’re more important in B2B today more than ever.

With your B2B lead generation marketing plan template, personalization can help you understand your leads and how to address their problems.

6 Personalization Strategies to Use in Your B2B Lead Generation Marketing Plan Template

Personalization involves much more than just using your lead’s first name in an email and creating retargeting ads. Use some of the strategies below to stay ahead of your competitors and meet buyer expectations.

1. Multi-Tier Segmentation

In B2B, your segments change a bit compared to B2C.

You could segment your audience based on which company a lead works for, their job role and salary level, how long they’ve worked for the company, their buying influence, and location (to nail down the best time of day).

However, you should also note how your leads like to consume content. Do they want video, blogs, podcasts, eBooks, email, or something else? For example, 49% of B2Bs watch videos during the buying process while 64% listen to podcasts and 76% enjoy infographics.

2. Drive Data from Personalized Content

Data can make or break your personalized lead generation marketing plan template.

For AI tools to learn anything about your audience and provide them with personalized content, it needs to consume data – and a lot of data.

You could start by creating personalized in-depth blog posts for different segments of your audience. From there, your AI tool would watch the visitors of those posts, take notes of which other pieces of content they visit, and continue learning about their behavior to provide similar content.

The more information you collect on leads, the more you can improve your AI personalization strategy for all potential prospects.

3. Adaptive Resource Centers

Here’s where you start putting AI learning and your hyper-personalized lead generation marketing plan template into action.

Think about all the valuable content you’ve created as part of your marketing strategy. Now imagine putting it all in one place where leads and current clients can access it.

With a resource center, you can divide your content into categories like eBooks, case studies, reports, and tutorials. However, instead of simply putting it together, you’d use AI-driven technology to adapt new selections for each visitor based on their unique data.

Here’s what an adaptive resource center looks like in action:

Adapted Resource Center

Source: Sage Intacct

4. Automated Content Bingeing

Selecting the types of content each visitor will like is just one part of the process.

You also must meet their expectation for endless streams of content that companies like Netflix provide.

Make no mistake, your buyers will appreciate removing dead-end landing pages. 78% of buyers say they consume at least three pieces of content from a vendor. Content bingeing allows your leads to self-nurture and educate themselves at their own pace.

By the time they’ve decided to provide their email address or reach out to you with questions, they’ll already have a solid idea of your company’s products or services and they’ll be further along in the sales funnel.

5. Triggered Email Journeys

Based on where your lead gave you their email address, you can create unique email campaigns that introduce them to your brand and how you can help.

Triggered campaigns go out at specific times based on actions a subscriber takes. Did they listen to a podcast about a specific topic? Send an automated email.

You’ll always be one step ahead.

6. Intelligent Retargeting

Retargeting is important through channels like email and LinkedIn but without personalized data, it’s not effective.

If you’re sending the same LinkedIn ad to everyone who ever visited a page on your website, that’s not personalized retargeting. Instead, use features like matched audiences to choose specific ULRs a lead visited to personalize your ads.

Take B2B Personalization to the Next Level

Hushly is specially designed to provide personalization on an individual scale using data you already have about your visitors and leads.

Through tools like content bingeing, adaptive content hubs, thorough lead verification, and more, you can reach your leads on a personal level and help them self-nurture. Not only will you generate more leads, but your leads will be much higher quality and further along in the buying cycle by the time they supply their email address.

Want to learn more about the benefits of using personalization in your B2B lead generation marketing plan template? We have an eBook for that! Check out the 5 Personalization Strategies that Dominate B2B and learn why they’re important.