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28 / 07 / 2020

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Author | James West

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Marketing Personalisation

Direct marketing has long been one of the most important and effective tactics of B2B marketing. In 2020, the rise of personalised marketing is set to increase.

Today’s consumers expect a lot from the brands they interact with. B2B relationships are becoming no different, as business buyers begin to anticipate the same level of personalisation they receive from B2C brands like Amazon and Netflix.

Increased personalisation means the content of marketing materials is tailored to the individual target organisation and their interests, activity and interactions with your business. The more personalised the method, frequency and message, the greater the results. For example, emails with personalised subject lines are 29.3% more likely to be opened.

‘Hyper-targeting’ may become one of the buzzwords of 2020. It is used to identify the perfect person within a business to target and seeks to understand their values, aspirations, attitudes and selection triggers. Whether sending emails, mailers, social media messages, presentations or proposals, it’s best to find the specific decision maker you need and devise something relatable to refer to in your message.

 

Account-Based Marketing (ABM)

 In 2020, the zenith of personalised B2B marketing may be Account-Based Marketing.

To become more efficient and effective, B2B marketers will expend energy selling to those customers they know would truly benefit from their product or service, rather than speculatively marketing to a broad audience. Online marketing is more targeted, sales pitches are more refined and relationships are more carefully nurtured. Each interaction has a defined purpose and clear objective.

For B2B firms who sell products or services which have a long sales cycle, or involve many stakeholders and decision -makers, Account-Based Marketing represents a more effective way to generate new business.

A 2017 report claimed 87% of B2B marketers said Account-Based Marketing had led to their largest return-on-investment. If you know exactly who you are targeting, your product is high-value and the sales gestation period is long, you should consider Account-Based Marketing.

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