Supply Chain Companies Can Offer Personalization at Scale
As B2B buyers expect customized sales experiences, sellers can use these 3 tips to offer personalization at scale.
One of today’s biggest challenges facing B2B sellers is the increasing expectation of personalization as part of the buying experience. The seller’s task of offering personal experiences for all leads is a daunting one, particularly with limited time and marketing budgets.
As companies become increasingly focused on risk-mitigation in the buying process, they are far more inclined to trust vendors who can demonstrate that they understand and can address their specific needs and risk factors. According to Demand Gen Report’s 7th Annual B2B Buyer’s Survey, 89% of respondents stated that winning vendors “provided content that made it easier to show ROI and/or build a business case for the purchase.”
While the task of personalization may be daunting, it’s not impossible. And it’s certainly worth the effort. Here are three strategies your business can use to personalize sales pitches and make your marketing dollars work more efficiently.
3 ways to offer personalization at scale
1) Target smarter
We all know that social media platforms offer a wealth of demographic information. One of the most valuable insights it offers is intent signals: things like job changes, social posts, and hiring patterns, all of which can help your sales team identify the right time and strategy for reaching out to a potential buyer. You can use social media features built into the platforms themselves, like advanced filters and lead bots, to identify qualified leads.
Beyond identifying leads, smart targeting involves well-written and targeted online ads. According to Demand Gen’s report, “Online ads are shaping early behaviors and opinions of B2B buyers. 63% of respondents said they noticed ads from the solution provider they chose during the research phase.”
2) Demonstrate your understanding
Justin Shriber, vice president of marketing for LinkedIn sales and marketing solutions, reports that “80% of buyers don’t believe that the salespeople they deal with understand their business.” Most of this perception, Shriber says, is driven by the way salespeople converse with potential buyers. Using generic openers, and talking more than listening, reinforces this negative perception.
Set yourself apart by making sure that your opener lets the potential buyer know that you are paying attention to his/her particular needs and challenges. Make use of the information you’ve gleaned from social media to open the conversation by addressing a need or question the prospect has recently voiced.
3) Engage more closely
An important aspect of the personalization B2B buyers and consumers alike have come to expect is ongoing engagement. “When sales professionals are unable to provide ongoing value,” says Shriber, “the buyer feels no obligation to maintain a dialogue.” Continuing the conversation throughout the buying cycle is key to keeping the potential buyer invested. In addition, the most effective sellers use technology like email tracking and PointDrive to gauge whether the information they’re sharing is hitting the target. These technologies provide sales professionals with a feedback loop that they, in turn, can use to tailor future interactions.
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