What are the best B2B marketing personalization campaigns?

It's essential to have a solid understanding of your target audience & collect relevant data to personalize the content effectively. Also, make sure to have clear goals and metrics in mind to measure the success of your personalized campaigns. Moreover, be cautious not to overwhelm visitors with too much dynamic content, as it can lead to a cluttered or confusing user experience. Balance is necessary to ensure that the user feels empowered by the personalization rather than overwhelmed. Overall, the use of dynamic content in personalized campaigns is a valuable strategy for enhancing user engagement and campaign effectiveness. It allows for more relevant and tailored experiences that can drive better results for your website and business.

O seu site deve ter, de forma clara e objetiva, a sua mensagem base. A mensagem base é o posicionamento mais amplo possível (que alcance todos os seus ICPs), mas focado o suficiente para que eles entendam que é pra eles. Transformar o site com conteúdo dinâmico é uma sofisticação para um segundo momento, você pode criar páginas específicas por ICP e anúncios segmentados utilizando os pontos de personalização para criar ressonância com a sua audiência.

Enhance website personalization effortlessly by incorporating dynamic content. This expert tip suggests tailoring website elements like headlines, images, offers, or testimonials based on visitor behavior, preferences, or profile. By adapting content to factors such as industry, location, buyer's journey stage, or past interactions, your website becomes more relevant and engaging. This personalized approach increases the likelihood of visitor interaction and action.

Thanks to AI, there are new capabilities or proposals like Muttiny that personalize website pages depending on different variables (ICP, persona visiting, pain point...). This is a game-changing possibility that can trigger more accuracy and relevance in the personalization process. However, the quality and relevance of the personalization will depend on the quality of the data.

The best personalization campaigns are the ones that have real research to back them up – not just personalization tokens added to your emails In more simple terms, they are not campaigns that you scale like traditional advertising They should be done in alignment across your customer-facing teams to ensure the messages are consistent & relevant across each touch Your customer support team / sales is a great place to start when building these campaigns, as they are actively talking to customers and learning the most about the problems they are trying to solve If you want to go pro-status, build campaign enablement into your process

Here are other ways you can segment your email list so your tailored messages are effective: -3rd party intent from Bombora, 6Sense, ZoomInfo, etc. -Intent from your website (did they visit your website, how many pages) -Quality of engagement (# of emails, pages visited, interaction with sales or with company, etc.) -Geography (use to determine the language of your email)

Make sure you take full advantage of your marketing automation tool, for example use lead scoring to personalize the message. The higher the score the more personalized and tailored the message should be.

O email é um canal, assim como mídia paga, social, eventos, etc. O ponto aqui é mapear onde cada ICP está e segmentar a mensagem para eles, quanto mais pontos de ressonância, melhor. Se você possui uma lista de emails, o ideal é sim dividir por ICPs e enviar com mensagens adaptadas, mas essa lógica também é aplicada a todos os canais. Quanto mais segmentado, sempre, melhor.

Most automation tools will allow you to use dynamic content inside your landing pages. This opens up the ability to tailor your message. Be Careful though too much personalization on a landing page could scare a visitor off. I'd stick to a tailoring your message based on vertical, or other more general segmentations.

Optimize lead capture and sales generation by creating personalized landing pages for diverse audiences. This expert advice underscores the importance of tailoring landing pages to address the specific challenges, benefits, and objections of your target audience. For instance, in selling a software solution, crafting landing pages for various industries, use cases, or features showcases how your solution can solve problems, persuading prospects to take action, sign up, or make a purchase.

Exatamente, como coloquei acima. O mais importante é entender quem são os ICPs e estabelecer os pontos de contato com cada um deles. Para isso, é fundamental ter páginas que falem diretamente com eles, e isso pode ser desdobrado em anúncios em mídias pagas, estratégias de SEO, etc.

Aqui há uma confusão, se o ABM é ou não é uma estratégia de penetração de mercado, é uma definição de GTM. Em linhas gerais, quanto maior o ticket, mais personalizado tem que ser o conteúdo, chegando até uma comunicação ABM 1:1. Mas isso não quer dizer, por exemplo, que uma comunicação B2C não pode ser segmentada, você pode falar com mães, classe A, entre 25 e 25 anos, que moram numa determinada região, por exemplo. Aí a lógica é a mesma, desdobrar isso em conteúdos e ações que mostrem os pontos de ressonância.

Elevate customer experience through real-time interaction using chatbots and live chat. This expert advice highlights the power of these tools in providing personalized support, answering questions, offering recommendations, and guiding visitors through their journey. From greeting visitors to understanding their goals and challenges, suggesting relevant solutions, or scheduling demos, chatbots and live chat enhance customer satisfaction and retention, enriching the overall user experience.

Isso aqui também é um desdobramento tático e, na verdade, vai de encontro com o ponto acima. Em uma estratégia ABM, como o nível de personalização é alto, não é recomendado automatizar ou ter chatbots. Para uma estratégia com tamanho de mercado maior e ticket menor, aí sim isso pode ser um desdobramento tático interessante. O ponto é que aqui é uma tática, que é definida em nível estratégico.

You have to do better than cold pitches of your product with {first name} and {company name} as the only “personalization.” Testing personalization requires you to do real research… You should test things like: - relevant pain points - common use cases x industry or persona - social proof that aligns with your target audience - offers / content that are unique to your audience This kind of testing is what proves you’re committed to serving your customers & providing them the most value You can do so much better than {first name} P.S. It’s likely that your competitors aren’t doing this at all. The bar is incredibly low