Personalization is no longer just a buzzword in marketing. It’s becoming table stakes as more buyers expect relevant messaging that caters to their business needs. Personalization also is one of the biggest ways to gain audience attention and make your business stand out among a sea of incoming sales and marketing messages.
We’ve seen a tremendous change in the B2B marketing industry in the past few years – and even months. Account-based marketing (ABM), artificial intelligence (AI), marketing-sales alignment and data-driven personalization seem to be everywhere. But while many companies recognize the importance of these concepts, few have embraced them in practice. This leaves us with the question: when will adoption actually happen and what trends will stick?
Webinars have been firmly established as a go-to tactic to drive top-of-funnel leads over the past decade. The ability to present thought leaders on hot topics to a wide audience has been a successful format for many B2B brands. However, many marketers are now realizing they need to refresh that tried-and-true model with more creative applications that can effectively engage more targeted audiences at all stages of the funnel.
Personalization in B2B marketing has been talked about for over decade, but actual execution has been limited. That is expected to change quickly and dramatically, according to several speakers at the 2018 B2B Marketing Exchange.
Given the amount of data, intelligence and applications now available for B2B marketers, industry experts predicted hyper-level personalization similar to what is seen in consumer marketing is the new norm.
Resolutions are one thing, but planning out and developing real-world marketing strategies for a New Year are different ball games. So, what are the top tools and tactics for today’s B2B marketers?
B2B marketing and sales teams are looking to their tech stacks to execute complex campaigns and deliver more personalized customer experiences to meet buyer expectations. This has driven much of the conversation this year at Salesforce’s annual Dreamforce conference, and company Founder and CEO Marc Benioff calls this development the “fourth industrial revolution.”