B2B relies on the sales funnel to close sales. However, it’s no magic wand that mysteriously gravitates customers to your business.
The elixir you’ll find in the B2B realm is data. Businesses thrive on data. Any marketing strategy is incomplete if insights aren’t backed by data.
And the key to success for any business is customization, which needless to say takes inspiration from data. Without data, customization is like tailoring without measurements.
B2B success depends on precise customization as anything that doesn’t align with customers’ interests disrupts their connections with a business.
Expectations of B2B buyers are soaring and human-to-human interaction is fast becoming a means of support for businesses to scale and for technology to reinvent itself.
Businesses need to brace up for a multi-channel and multi-touchpoint customer interaction and offer a personalized experience irrespective of the stage a customer is in the sales funnel.
Two points are crucial to remember when it comes to state-of-the-art customization. First, for customized marketing and sales campaigns, businesses need insights.
Second, for personalized customer experience, businesses need data. In the absence of one or the other, a customer’s sales relationship with business is likely to topple.
How B2B Customization Facilitates Personalized Customer Experience
Customization pushes boundaries of B2B to include, besides buying and selling of products and services, human-to-human interaction in the overall customer experience. This is precisely what today’s technology-conscious customers expect of B2B businesses.
A simple step like furnishing an email’s subject tagline with the customer’s name could provide marketing goldmine and a stepping stone for long-term customer loyalty and relationship.
Of course, it is not all there is to customize, but even a single step can overturn the fortunes of a business, which is a real takeaway from the whole customization discussion.
A customized campaign draws from customer’s data – individual buyer’s preferences, customer’s web activity, demographics – providing valuable insights and delivering personalized campaigns that resonate with customers.
B2B customization enables businesses to deliver personalized customer experiences and create targeted content with which customers relate.
Here are a few benefits businesses can harvest if they implement state-of-the-art customization.
- Real-Time Marketing. Marketing strategies don’t bear fruit unless and until real-time customer data and inputs from AI don’t dictate its terms. In other words, customization helps businesses track customer journeys up close. At every stage of the sales process, buyers leave indelible data. Given access to it, marketers could learn a lot about customer behavior, preferences, and Therefore, customizing strategies helps businesses exploit data for improved customer experience, and cater to the expectations and needs of customers in a personalized manner.
- Increased Revenue. Marketing campaigns that interest customers intimately bring better results in terms of sales than generic campaigns. So much so, that customized marketing campaigns reportedly increase retail sales by a percentage of 15 to 20.
- Context-Driven Campaigns. Businesses need to understand that, when they deal with a customer, it’s a human entity they are dealing with. Context boosts customer confidence in a business – a stepping stone for a long-term partnership. Having said that, businesses need to be wary of irrelevant campaigns and focus on omnichannel, personalized marketing for better customer engagement. Data shows it paves the way for a retention rate of 89 percent.
- Increased Brand Loyalty. Customization is about taking onboard customer perspectives. Delivering experiences that resonate with customers’ perspectives helps a business communicate its products and services more efficiently. Besides that, the timing of campaigns is as important as marketing itself. And customization, with the help of AI and data, helps marketers deliver robust messages in a timely manner where it is not considered intrusion by customers.
- Reduced Acquisition Costs. Customization reduces acquisition costs significantly and improves ROI. By some estimates, the acquisition cost is reduced by 50 percent, and revenue is increased by 15 percent.
Customization Improves Customer Experience
Customization is a two-faceted process. On one hand, it helps businesses win customers, which translates to sales. On the other hand, customization improves customer experience significantly, hence adding value to buyers’ shopping experience.
How customization influences the buying decisions of B2B buyers is no longer a secret. By offering customers a one-to-one experience, businesses take care of the needs and expectations of individual customers, which is the hallmark of state-of-the-art customization.
That is not the end of it. In fact, by incorporating customization, businesses actually prepare a roadmap where they cater to the present needs of customers while also anticipating in advance the future needs of customers.
So, customization helps businesses and customers equally. Customers get customized experiences, which is a general expectation in today’s tech-infused consumer culture, and businesses have no choice but to adhere to it, or otherwise overlook it and put a business in jeopardy.