Personalization is nothing new. We have enjoyed personalized buying experiences in our personal lives for years. So much so that B2B companies must adapt purchase journeys to mimic those of B2C buying to meet buyer expectations.
But delivering custom content experiences for every account can feel daunting and often impossible without proper and scalable technologies. Forrester Research reports modern buying group sizes can range from three to 10 people depending on the cost of a solution. With each stakeholder having different agendas and expectations, customizing content and engagements for each would require an entire support team.
And with buyers spending less time with vendors (Gartner: 5-6% per vendor), your sellers have fewer opportunities to influence buyers. Each member of the buying group wants to consume information that matters to them through self-service outside of sales meetings. To effectively meet buyers where they are, your content needs to be multifaceted and personalized to help them make decisions outside of meetings.
6 Essential Tools for B2B Personalization
When thinking about B2B personalization, it’s essential to think holistically about content engagement, activity, and intelligence. Instead of having siloed, disparate technology, consider integrating multiple tools that work together to enable you to deliver personalized buying experiences to buyers. Here are the top tools to implement a B2B personalization strategy now:
1. Dynamic Interactive Content
Interactive content plays multiple roles in delivering personalized buying experiences. When using interactive content for demand generation, sales presentations, or follow-up, you can present a personalized content experience to different personas based on their behaviors and interests. While in a sales meeting, reps can pivot conversations in line with buyer interests without fumbling through multiple presentations or wasting precious time looking for content. Using content to react to the buyer’s behavior drives more relevant conversations across the customer journey.
2. Content Collections
Content Collections allow sellers to assemble relevant pieces of content into a single playlist. Collections ensure you can break up content into relevant chunks or interlink multiple assets depending on the need. If presenting, you can eliminate the need to swap between files to tell your story. Assemble personalized content Collections to share relevant collateral with clients and track their engagement.
3. Custom Business Value Assessments
According to a 2022 survey from Gartner, B2B buyers indicated business case development or business value assessments are the most valuable information when making a purchasing decision. While many types of content play a role in the decision-making process, building custom business value assessments or calculators is potentially the most critical piece of your B2B personalization strategy to guide customers to a FINAL decision.
4. Personalized Micro-Portals and Customizable Templates
Once you get all your content in one place, you need to supply your revenue teams with additional functions to take personalization to the next level. Micro-portals are a great tool to deliver branded, customized experiences for each customer, meeting, or account. With no code and simple layout tools, sellers can share content of all types in a single experience while giving buyers and sellers a place to communicate and engage outside sales meetings. Using customizable templates, you can enable reps to quickly personalize each microsite with pre-loaded stock assets and reap the benefits of delivering B2B personalization across the customer journey.
5. Video Messaging
Video Messaging, the ability to record your screen with a small video of the user overlayed, is an effective tool to communicate a personalized message to the recipient. It provides sellers a unique and effective way to answer questions, add context to content, explain a proposal, or communicate other important information. Video messaging is one of the most effective ways to personalize a message to a prospect or customer outside sales meetings.
6. Data Capture
In most tech stacks, data lives in silos leaving revenue teams making decisions based on incomplete information. Intelligence derived from data gives you one of the most critical pieces of any B2B personalization strategy. Revenue intelligence tools can help you collate data in one place and provide actionable insights to sellers on the next best steps. Insights are key to delivering scalable personalization across the customer journey.
What are the benefits of B2B Personalization?
Enable your revenue teams with the proper tools to ensure you can deliver personalization at scale and help sellers support the complex buying journey. With proper execution, you can realize maximum value, including:
Improved Sales Efficiency
B2B Personalization tools help eliminate manual work for revenue teams. While B2B personalization started with MarTech, sales tech has caught up to help sellers deliver custom experiences with less effort. Buyers easily engage with content outside of meetings giving sellers the engagement data they need to target their prospects with relevant, in-context information. And a targeted, personalized approach ensures sales reps spend more time on meaningful engagements.
The buying cycle is not linear and continues to evolve. Buying groups are expanding, the buying cycle keeps getting longer, buyers have more information to navigate, and they are overwhelmed — all of which can lead to no-decision. When the experience is personalized, each buyer can engage with relevant information in context while delivering engagement data to the seller for follow-up. Accelerate your sales cycle by giving buyers the information they need and sellers the insights they need for meaningful and productive engagements.
It may seem obvious, but when you improve efficiency and accelerate deal velocity, you also increase revenue. When you know your buyers and empower your revenue teams with the tools they need for personalization, they are more likely to engage effectively and help buyers buy.
B2B Personalization should be your top sales strategy
Delivering a personalized buying experience is key to standing out in a crowded market and accelerating deal cycles. B2B personalization must be your top sales strategy to build authentic relationships between buyers and sellers.
At Mediafly, we natively offer all the above plus additional capabilities to create personalized buying and selling experiences. Mediafly Revenue360 combines sales enablement, content management, customer engagement, revenue intelligence, and value-selling tools in the most advanced sales enablement platform for B2B personalization.
Are you interested in learning more about how Mediafly delivers B2B personalization at scale for your entire revenue team? Contact us.