Did you miss our recent webinar with Episerver, Getting B2B Personalization Right: A Buyer-First Blueprint? (We embedded the video below, so you don’t miss a thing.)
We’re just OBSESSED with personalization. We admit it – we’re head over heels for the stuff.
Whereoware has been in the personalization business for more than 10 years, long before it became a trendy buzzword. We’ve proven how personalization can help resolve brands two biggest challenges: making customers happy, so they’re forever brand loyal; making business operations more transparent, consistent, and effective.
Today, we recap why we’re pretty much addicted to making B2B business more personal and relevant.
About B2B Personalization
“Personalization” simply means collecting everything you know about your business (a customers’ actions on your website, a sales reps’ actions in the field, how your audience interacts with your email, etc.) and letting this data tell you what strategic changes to make or targeted promotions to create.
Every brand has preconceptions about their business and reasons they operate the way they do. Personalization cuts through the “what we think we know” preconceptions into the concrete story your data is telling you.
What does personalization look like?
B2B personalization might be hard to picture. Here are three examples:
You see customers start your five-step checkout process, but don’t complete it. Many keep stopping at step 4: complete their address. You update your checkout process to be three simple steps with a visual indicator showing customers where they are in the process (so customers know what to expect and are less likely to get frustrated ). You personalize the process by pre-populating address information, so the contact can breeze through this step. Your website data told you where customers were getting stuck, so you could fix it. Pre-populating the address makes the checkout process quicker and easier, so fewer customers drop off.
You work for a software company and see that Prospect A downloaded a white paper about your newest software. You email him a complimentary FAQ sheet about the software. When he visits your website a second time, the hero image offers him a free, no-pressure demo of the exact software he browsed (but everyone else sees a default software). Again, your website data told you which white paper the contact downloaded, so you could offer an additional relevant asset, enhance his experience, and guide him towards a demo.
Sound like a bunch of witchcraft to you? Our client Sullivans, a B2B wholesaler, knew based on their data that retailers were only shopping from one product line, not all three.
Instead of emailing their whole database with the same promotion, they grouped their retailers into three, product-based buckets (called personas) – Everyday Items, Artist Collections, or Seasonal Products. By segmenting their audience into personas, Sullivans now sends relevant, targeted emails showcasing the products recipients want, and their website is also personalized to display persona-based content and imagery to each visitor.
B2B personalization makes shopping easier
B2B personalization aims to make the interactions between businesses more seamless and efficient.
For example, our client Mud Pie’s B2B website caters to busy retailers stocking their stores. In addition to an entirely personalized website that displays imagery and content to suit each website visitor’s product interests (similar to Sullivans’ website. Read about their product-based personalization here), Mud Pie wanted their Retailer Portal to be more personal and relevant for each retailer.
Their new Retailer Portal gives retailers access to past orders, account information, resources, and customer service from one intuitive dashboard. Mud Pie leverages order and browse activity data and their site’s recommendation engine to suggest Frequently Purchased Products, Top Selling Products, and Recommended Products that suit each retailer’s needs. Quick Inventory Lookup lets retailers look up items by the SKU number, and they can even create and send customized product wish lists and presentations.
By giving busy retailers simple and effective tools tailored to their unique stores, they’re more likely to make Mud Pie their one-stop-shop to fulfill all their inventory needs.
B2B Personalization is better business
Personalization uses behavioral data to interpret how to enhance customers’ experience with your brand. Subsidizing a business’s big picture goals with granular data offers real-time insights cemented in reality (not preconceptions). It tells businesses how to better target customers with the right product or asset they’re seeking, suggests creative promotions more likely to boost conversions, and also helps businesses pinpoint operational waste and inefficiencies.
Want to talk about getting more personal with customers? We’re here if you need us – gabbing endlessly about why personalization is a better way to do business. (Also, don’t miss the webinar video below)