Curated Content • 2 years ago
Don't Forget the Human Side of B2B Marketing Online. B2B buyers spend a lot of time researching products and services online.
In fact, 71 percent of these buyers prefer to do research on their own, and only 12 percent want to meet with a sales representative. But just because the world has gone digital, B2B marketers should never forget that their prospects are real people.
This means not contacting potential clients constantly with irrelevant content, and instead providing individualized customer experiences. According to Demand Metric, 78 percent of consumers feel a relationship with a company that delivers custom content.
By adopting a personal approach to marketing, B2B marketers have the opportunity to build trust and establish loyal relationships with clients over the years. There are several ways to acknowledge that B2B buyers are real people.
B2B marketers should take advantage of customer personas to create personalized experiences for leads. Connecting these personas to CRM data across the various marketing touch points along the customer journey is a great way for marketers to create individual experiences.