Personalization is something marketers have been talking about for years, but B2B is still catching up. 2020 was a defining moment for many B2B marketers who had to shift to more personalized content strategies and all-digital, account-based marketing plans. Here are five tips to get ready for what 2021 brings.
Start by working with Sales to list target accounts and roles in order of importance, then prioritize where you can accomplish the most. Gather first- and third-party data to understand buyers' experiences and create profiles for personas and buying groups. Create configurable content building blocks for each buying stage and look for gaps where your company can stand out. Finally, activate messages and assets based on buyer behavior triggers and test, measure, improve, repeat.
Personalization should make you seem like a cool mind-reader, not a creepy stalker. Monitor buyer behavior and use digital tactics to track every investment and report on performance. Separately track for older customers and new ones for a truly personalized content strategy.
Five Tips for a More Personalized B2B Content Strategy in 2021
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