Who’s the most interesting person in the room? It’s only human nature to suspect, deep down, that maybe it’s us. People like to feel that they’re kind of a big deal. That’s why, for all the talk about nosy algorithms following us around the internet, personalization marketing works.
Advances in technology and data analytics have allowed for tremendous growth and evolution in personalization marketing. It’s also proven to engage buyers and provide a solid ROI. Nine out of ten consumers find it appealing when brands make an effort to offer them personalized experiences.
Effective personalization does require a bit more finesse than remembering to call prospects by their first name every other sentence. One of the best ways to get the most value from personalization is to leverage the data and insights generated through Account Based Marketing (ABM). ABM gets sales and marketing teams working together to target specific customer accounts. Personalization is one of the best tools in the account based marketer’s arsenal to deliver targeted messages that get the right kind of attention.
Still, you can’t number-crunch your way to the perfect personalized content experience. There’s always a touch of artistry to the best examples of personalization marketing. Let’s take a closer look at personalization and showcase seven examples of companies really doing it right.
What is Personalization Marketing?
Personalization marketing is all about tailoring your content and messaging down to the individual level with the help of customer data and advertising technology. There are lots of ways to do it. Sending out an email with the customer’s first name in the subject header is personalization marketing. So is crafting a custom presentation aimed at a specific purchasing agent at a company you’re targeting, which offers a detailed response to some questions and concerns they’ve shared. The latter approach might be a bit heavy-handed for the average consumer, but it can make perfect sense — and be very effective — in a B2B context.
For decades, traditional marketing has placed quantity over quality and prioritized broad appeal over niche messaging. Personalization marketing takes the complete opposite view. Like any good marketing strategy, the success of personalization comes down to delivering the right message to the right audience. ABM can help you break that audience down to the individual level. It provides you with the information needed to deliver personalized messaging that feels relevant and engaging instead of pushy and overly familiar.
Why Should You Personalize Your B2B Marketing?
The best personalized marketing usually involves an element of problem-solving. It has insight into the target audience’s needs and presents them with a fitting solution. This kind of messaging cuts right through generic content that, at best, can make only educated guesses as to what the audience’s problems and needs are at the moment.
One of the biggest challenges with any marketing strategy is attribution: figuring out exactly which marketing activities led to conversions. Once again, ABM comes to the rescue. ABM provides the data and framework that allows marketers to make accurate attributions. This information allows them to focus on the activities that turn into actual sales and generate the highest ROI. 7
Examples of Excellent Personalization Marketing
1. Spotify’s “Discover Weekly”
There are some things we miss about the good old days of analog media, and one of them is getting thoughtfully curated mixtapes from your friends. The music streaming service Spotify is now your friend with all the mixtapes, served up as a “Discover Weekly” playlist customized for each user.
2. Sapiens’ Content Recommendation Widget
For over 30 years, Sapiens has been a leading global provider of software solutions to the insurance and financial services industries. Still, they were seeking to grow their customer base and expand into new markets. But they were having a hard time determining whether their content marketing was delivering a positive ROI.
3. CodeAcademy’s Personalized Emails and Landing Pages
Simple, striking, and straightforward, CodeAcademy’s landing pages are often held up as great examples of how a clean and focused approach can produce the best conversion rates.
4. Cadbury’s Personalized Video
Once upon a time, generating customized videos for individual customers would have been either too expensive or technologically challenging. Now, it’s feasible for any marketer that recognizes the considerable conversion potential of video content and personalization marketing.
The chocolatier Cadbury shows us that even a product as universally beloved as chocolate can benefit from a personalized approach.
5. Bringg’s Landing Pages and Newsletter
As a leading logistics platform for enterprise businesses, Bringg offers tools and resources to help their clients streamline delivery and create better customer experiences. They set a goal of increasing the number of prospects who book demos through their website. However, Bringg was unsure how to determine what content was most effective at bringing about this specific conversion.
6. BustedTees’ Emails Segmented by Time Zone
When it comes to audience segmentation, there are many ways to slice the pie. Some are obvious choices, like demographic categories, but you can get creative with segmentation. BustedTees did just this when they sent out personalized emails segmented by time zone.
7. Revolve’s Exit Popups
Even the most in-the-moment customer behavior can usefully inform personalization marketing. Consider the exit popup, a website’s last chance to keep visitors engaged before they close that tab and navigate elsewhere. The clothing retailer Revolve certainly gave it some thought and came up with a winning solution.
Be Excellent and Personalize
Having access to the technology that enables personalization marketing opens a world of possibilities. Personalization marketing provides marketers with a rich toolbox of creative ways to cut through the noise and clamor of broadly targeted campaigns.
Personalization helps build stronger relationships with the customers and leads who really matter. When personalization marketing is combined with account-based marketing and savvy strategy, you’re on your way to a positive ROI.