Personalizing Customer Experiences in B2B
Navigating challenges in data integration, B2B marketers are advancing personalized customer engagement strategies, bridging gaps across diverse sectors with innovative approaches.
My Interesting Conversations
5 Things To Share
Insights Video - Mastering End-to-End Data Management for AI-Driven Personalization
Free Webinar Invitation: Beyond the Hype: Applying AI to Personalize Marketing
Join The Personalize Academy Free Tier
1. My Interesting Conversations
A week ago, I spoke at the ANA B2B Masters of Marketing Conference. The weather outside was truly terrifying, with the loudest thunder I have ever heard, and the heaviest rain I have seen. But somehow, planes were making it in, and the turnout was great.
It was so invigorating to see the interest in B2B Marketing, since so much of the media in our area focuses on cool consumer-oriented activities, creative, and media. But in B2B, from a personalization perspective, the opportunities may be even greater, although it certainly has its complexities.
The stories I shared and those I heard during the conference highlighted how B2B companies have been trying to provide more customized service through account managers, client success roles, and ongoing improvements in their ecommerce capabilities.
They often have channel partners, who are closer to the customer and have built deep relationships over time. B2B companies tend to understand the differences across customers of different sizes, across different verticals, and in different geographies.
Increasingly, they can track how customers are using their products, by analyzing their orders, by seeing activity if the service is digital, or through industrial instrumentation that tracks usage. This has been part of strategy for a long time.
However, the breadth and connection of data through B2B companies has often not kept pace. leaders have connected their marketing, sales, product, service, and billing systems, but that is still rare.
Often, with separate teams across functions, all with separate database systems, data schemas, and differing target metrics, getting a complete picture and managing an integrated customer relationship is just too difficult.
But there are some inspiring stories. Cisco tore down the walls separating marketing and sales, pulled together their disparate data sets, added outside data about customers from social media and public sources, and has built a sales support engine to provide sales and channel partners with a constant stream of triggers and content, all derived from real customer activity.
Sysco (yes, having fun with homonyms here) pulls together an incredibly broad range of variables about each of its food service establishment customers, combines it with its own inventory data, and provides a completely personalized set of recommendations every time someone opens their app or goes on their website to order. The list goes on, and there are more examples in my upcoming book as well.
B2B companies are realizing that the account managers serving top customers need a personalization engine to support them, while the broader SMB range of customers will greatly benefit by direct access to digital systems that use their data to add real value.
I think the energy at the ANA B2B Conference was so strong because the attendees were realizing how they have the cultural foundations to serve customers more personally, but now need to get their data and operational foundations in place to scale it and make it a differentiator.
I would love to hear of more B2B examples from your experience that we can all share.
Where have you had a terrific, personalized B2B experience? What might you be doing to deliver one that appears to be going well?
I'm looking forward to what we can share.
2. 5 Things To Share
My upcoming book, “Personalized,” with Boston Consulting Group (BCG)’s Mark Abraham is a playbook to deliver #personalization at scale and a practical guide that provides detailed examples from dozens of companies. Learn more in the video below!
How can companies leverage #data as their most valuable asset? In this video, I delve deep into the critical role of data in #AI frameworks and #personalization strategies:
#AI changes the way companies compete and #personalization is their key to growth! More insights from this clip of my Thought Leaders episode below. #Marketing: https://www.linkedin.com/posts/leadrpro_ai-marketing-growth-activity-7211397763400417280-eJQZ?utm_source=share&utm_medium=member_desktop
#GenAI offers rapid, continuous, and precise #personalization at scale, which enables highly targeted and relevant interactions. Boston Consulting Group (BCG) outlines how the technology can unlock creativity throughout the #marketing organization: https://www.bcg.com/publications/2024/genais-influence-on-future-creativity-in-marketing
Great read on the current state of customer experience and the customer service contact center via Shep Hyken in Forbes: https://www.forbes.com/sites/shephyken/2024/06/23/the-state-of-cx-and-the-customer-service-contact-center/
3. Insights Video: Mastering End-to-End Data Management for AI-Driven Personalization
4. Free Webinar Invitation: Beyond the Hype: Applying AI to Personalize Marketing
On July 11th, I’m excited to invite you to a special free webinar celebrating the launch of Personalize Academy.
What You’ll Learn:
AI-Driven Personalization: How AI can unlock growth opportunities and drive personalization in your business.
Real-World Applications: Case studies of AI-driven marketing personalization
Strategic Insights: How to redesign your marketing strategy to stay ahead of competitors and create a strategic advantage.
I’ll walk you through the methodology that underpins the Academy, and then we’ll have a live Q&A session, to help answer your questions on how to get started and implement these strategies in your own business.
Don’t miss this chance to learn from the best and revolutionize your marketing approach. Secure your spot now and stay ahead in the game!
12 noon Eastern, July 10th, 2024
Register here: https://event.webinarjam.com/register/2/roz4kf8
5. Join The Personalize Academy Free Tier
Come join ‘The Personalize Academy’ here: https://personalize-academy.mn.co
On the free tier you will get access to:
Daily Content Posts on Personalization: Stay updated with daily insights into the world of personalization, keeping you informed on the latest trends and developments.
Weekly Quiz and Polls: Engage actively with technology adoption and application through interactive quizzes and polls, offering real-time feedback and insights.
Community Access: Join a vibrant discussion forum or community board to interact with peers, share ideas, and get answers to your questions about personalized marketing.
Monthly Newsletters: Receive regular updates packed with tips, trends, and news in personalized marketing, keeping you ahead in your field.
Monthly Live Webinar and Q&A Sessions: Participate in free live webinars and Q&A sessions with marketing experts, gaining valuable knowledge and insights.
So that's my fifth email!
You can reach out to me directly on the detail below, and I look forward to how we can learn together!
Thanks,
Dave
Contact Me:
I work with a range of companies, from large $5+bn enterprises who are trying to grasp the opportunities that AI offers, to marketing businesses who are bringing exciting innovative solutions to market.
You can reach me here:
LinkedIn: https://www.linkedin.com/in/daveedelman
Website: https://www.edelmanadvisoryservices.com/
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