Principle #3

B2B marketing is personalized problem solving.

Talk to someone about themselves and they’ll listen for hours.

–Dale Carnegie, How to Win Friends and Influence People

The line between the B2C journey and B2B buyer journey isn’t so clear-cut anymore. In an increasingly digital world, buyers seamlessly tab from their personalized Amazon shopping list to your B2B website. They aren’t swapping out their personal shopper hat for their business shopper hat – they expect the same consumer-style experience from your brand that Amazon provides.

More than 82% of marketers agree that personalization results in higher revenue, more closed business and improved customer retention.

B2B Marketing Personalization Survey, ITSMA, May 2019.

If you’re not employing personalization tactics, your buyers will start to wonder why, and may correctly assume you simply don’t care. So when you learn something about an account, act on it. You don’t have to be perfect, but make the effort. Moving fast, testing options and optimizing on the fly will make everything you do better.

For example, say you’re working your way through your morning emails and you see two different unsolicited pitches from other companies. According to the subject lines, one directly addresses a problem you’ve been dealing with in your role; the other is talking about some generic product features. Which do you open? Here’s the insight. 

People are mostly interested in themselves. Speak to that truth. Solve that internal conflict and buyers will listen and take action.

Show them you care about their needs. Successful account-based marketers personalize their messages to address the customer’s problem. The difference is a subtle but powerful shift in your message from “How your product helps their business” to “How your company helps buyers succeed.”

Break Principle #3 and you will annoy buyers with hyper-targeted, tone-deaf advertising.

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