We are in a golden age for B2B marketing. What used to be the poor relation to B2C marketing is now the cool older brother. The reality is the exciting stuff is in B2B. Why? Well, unlike B2C we have to cover multiple decision makers, varying personas and conflicting needs. We have to take several individuals on a multi-month journey and we have to do all of that in a digital world. And that’s a world where good is not enough. It's all about logic, emotion, proof, business value, entertainment, ROI, being engaging, forging long-lasting relationships, delivering on promises, exciting customers. Find out how you combine science and art and put the emotion in B2B marketing to really excel.
Customer demand for a relevant, personalized experience is backed up by proven benefits to the customer experience and in return on investment for the brand.
Those… companies who are personalizing web experiences and who are also able to quantify the improvement (in the context of online sales or their key website performance metric) are seeing, on average, a 19% uplift in sales. Forrester CIO/CMO Survey 2013 ("The CMO And CIO Must Accelerate On Their Path To Better Collaboration")
Personalized emails improve click-through rates by 14%, and conversion rates by 10% Aberdeen
Lenovo drove a 14% lift in RPV through personalization