Hyper Personalised Marketing In B2B: Why Is It More Crucial Now Than Ever?

Vivek Goel Nov 09, 2022

Business-customer relationships have undergone a significant change as a result of digital transformation. In the business-to-business (B2B) world, client expectations have only risen with each digitally driven upheaval, and they now reflect expectations in the B2C market.

This is a stark contrast to former times when B2B transactions were seen to be complex and required constant support from sales teams' entire lead lifespan. At the same time, B2C transactions were anticipated to be more straightforward, quick deals with more significant marketing influence. Customer interactions in today's B2B have evolved into a fast, simple, self-service environment where customers demand sales teams to collaborate closely with B2B marketers.

Because of this, B2B companies will need to reconsider their customer experience strategies to satisfy the updated client needs. To address the needs of B2B clients throughout the purchasing process, organisations must think holistically and embrace better platforms, experiences, and processes.

Need for hyper-personalisation in B2B marketing strategy

The growing desire and expectations from businesses in the business-to-business (B2B) sector to develop and promote personalised client experiences are of great importance. B2B companies are now investigating these capabilities and tailoring client interactions in response to market demands. Organisations must use customer data, consumer insights, and machine learning to target customers at each point of the unique buyer's journey to personalise. This strategy is proving to be quite valuable for the B2B sector as sales and marketing teams collaborate to advance improved customer experiences across industries and regions.

Now, B2B marketers must transition from basic personalisation to hyper-personalisation. While the second allows for insights into consumer behaviours and interactions and personalisation of the buying experience, the first type includes gathering data such as the client's name, industry, and items.

Hyper-personalisation is altering how businesses market to their clients. Applying artificial intelligence (AI) and machine learning to real-time data is necessary for hyper-personalisation to obtain customer insights for contextualising customer messages and altering how businesses interact with their customers.

Persona development, content personalisation, and customer touchpoints for marketing activation are the foundation for hyper-personalisation.

To provide a contextualised experience, businesses must react in real-time to the needs of their customers. To do this, they must adjust and orchestrate campaigns based on the fresh customer insights exposed with each encounter. In B2B, it's best to develop personas based on business-related attributes pertaining to account-based marketing.

What is account-based marketing or ABM?

ABM acknowledges the complicated buyer journey and strives to comprehend and address the various points of view, issues, and motivations present in each client's account. It's a customer-centric strategy that prioritises increasing the customer experience over enhancing any one consumer touchpoint. The emphasis is on greater engagement and enduring connections to grow the selected critical accounts and increase lifetime value.

Personalisation is at the heart of ABM

ABM enables granular targeting when used in conjunction with multi-platform data, AI, machine learning, and behavioural triggers. ABM initiatives can produce a contextual, personalised experience for their clients by leveraging account insights, market trends, customer data, and behaviours. These experiences are created based on unique customer profiles.

ABM can help B2B marketers with:

1. Customer Targeting

You can significantly impact how you approach sales and marketing, the kinds of programs you implement, how and when to pass leads, and what information to offer by choosing which accounts to target.

Targeting the key people in particular organisations is best by targeting a smaller audience rather than running huge campaigns. The messaging can be made more contextual, and effort significantly decreased by targeting certain persons.

2. Customer Attribution

ABM views measuring from an account-centric perspective, and each channel-specific activity's effect on generating the sale can be quantified. ABM improves organisational, sales, and marketing alignment. Marketers must collaborate closely with sales to identify target accounts and pursue them throughout the sales process. Each team in ABM is charged with a specific responsibility to accomplish the corporate objectives.

This enables the marketing and sales teams to collaborate and forge mutually beneficial relationships.

B2B marketers can interact with important target decision-makers inside the desired accounts with personalisation. For B2B businesses, hyper-personalisation will boost sales, customer engagement, customer relationships, and the number of devoted clients they have. To address needs across touchpoints during the purchase journey, B2B marketers should understand the experience expectations of their clients and design tactics appropriately.