Personalization! A trendy and fancy marketing buzzword. It can be simply adding a customer name in the subject line of email. Rather it can be more complex and cover different stages in the sales funnel. Yet, we have mainly heard about personalization in B2C context and it sought more attention in B2C. So what is the application of personalization in B2B? Does it really make sense to implement this concept in B2B? Is it sufficient or we should dig deeper to personal level? To personalize or touch personally? This is the question.
Personalization
Personalization emerges in recent years because of digital empowerment and facilities such as email, BI, AI, etc. accelerate it. This is a general approach all companies in B2B may consider. Using digital tools to personalize services. There is another approach which is happening in the real world and that does not need any of those digital facilities. It’s simply becoming friends with your contact in B2B which works heavily in sales.
As Jason Fried says in his book called Rework: Letting people behind the curtain changes your relationship with them. They’ll feel a bond with you and see you as human beings instead of faceless company. They’ll see the sweat and effort that goes into what you sell. They’ll develop a deeper level of understanding and appreciation for what you do.
Personal Touch
B2B-wise, the sales teams usually consist of a few account managers which have large or small customers in their accounts. It is crucial to have a close relationship with all people in your account. You should know their name, their birthday, wife/husband name, child name, their interests, and etc. Don’t forget the fact that they are not someone you remember as account manager or whatever. They are human with heart and soul.
Important Personal Events
About important events, it is necessary to keep all important events about your customer. It depends on your budget. You can plan for some real gifts. Or simply send an email to congratulate important events. For sure the earlier one creates more connectivity and they will be highly engaged.
Personal Interests
You should also know what your customer’s areas of interest are. Whether at business or personal level. You can share any relevant content through online channels by email, social media, etc. So if there is an important industry event just share it with them with a personal touch. If s/he is interested in a sport event share it and if you can send a ticket. Why not?
Strengthen Personal Touch Should be Your Goal
Ultimate goal in B2B personalization is to strengthen relationships with maximum connection which happen through frequent honest and timely interactions. It is important for interactions to be real and not fake ones. They should perceive this as a friendly and intimate message by heart. Show your human side honestly.
Related Post: https://inxsocial.com/blog/b2b-b2c-h2h/
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