PureB2B is a data-driven marketing platform that offers lead generation and data services that accelerate the technology sales process by identifying intent among technology buyers.

Founded in 2009, PureB2B helps marketers meet the helps meet the ever-changing demands of B2B sales.

Delivering full-funnel, scalable solutions for sales and marketing teams.

Customized campaigns optimized to target your in-market buyers at any state of the buying cycle, PureB2B’s hands-on approach and buyer-intent data provide you with the sales and marketing pipeline velocity you need.

Email is still king in digital marketing, but with all the marketing emails, personal, and work messages that people get in their inbox, it’s hard for any brand to stand out. There’s nothing more frustrating than creating a great email campaign only to get abysmal email open rates.

We’ve all done it. You’re standing in line or trying to stay sane at a family outing and you casually break out your smartphone to weed through your email. There are several steps you go through to determine if a message is going to break the monotony of that moment or if it’s simply going to end up trashed. This is a quick decision, usually lasting less than three seconds. Based on the email’s subject you’re likely to either open it, delete it or mark it as important.

As an email marketer, this moment makes you quail. Will your subject line stand the true test? Will you get that all-important click? Subject lines, it would seem, have the ability to make or break your campaign. Yet, some troubling new research has come to light that reveals that subject lines are not as cut and dried as we marketers would like to think.

Did you know that a third of email recipients open an email based on the subject line alone and 69% of email recipients report email as spam based solely on the subject line?

That’s why the critical first step to improving email marketing engagement is creating great email subject lines that compel your subscribers to find out more.

Here are several best practices to help you write enticing email subject lines to boost your open rates and get your emails read:

 

  1. Keep it Short and Sweet

More than half of emails are opened on a mobile device, so it’s important to consider your target audience and what device they commonly use to open their emails. Another study found that subject lines with 8-10 words have the highest open rates. The logic here is that allowing recipients to view your whole title, plain and simple, makes the email sound simple and honest.

Only include copy that you need and optimize subject lines for every device. For mobile devices, a 20 to 30-character count is ideal. But, if your target market mostly uses a desktop, you need to make sure not to exceed 50 characters.

 

  1. Analyze Past Email Subject Line Performance

It’s always a good idea to back your strategy with data analytics. Measure your email open rates, and take a look at the subject lines that performed well in the past. Chances are, your email subscribers liked the subject line, and it enticed them to open your email.

However, you should also note that email open rates are also affected by the relevance of the deal you’re offering and the day/time you sent the email. So, keep in mind that although subject lines are a primary factor, they’re not the only thing you should be paying attention to.

 

  1. Personalize and Localize!

Statistics show that a personalized subject line is 22.2% more likely to be opened, so make your subscribers feel special by tailoring your message uniquely. Include their name in the subject line and make sure that the email you’re sending is something that they’ve shown interest in.

You can also tailor your subject line according to your recipient’s specific location. Use “you” and “your” so that your recipient feels like you’re talking to them directly. This will help you build rapport with your subscriber and make them feel more familiar with your name and your brand.

“John, here are 7 marketing tips just for you!”

“An exclusive discount, just for you.”

“You’re going to love these restaurants in Boston.”

 

  1. Use Actionable Words

Your email subject line often works as a call-to-action that explicitly tells your readers what they need to do. Using actionable verbs like “get your free copy” or “find more customers” will encourage your subscribers to act then and there.

“Use this Exclusive Discount Coupon on Your Next Purchase.”

“Increase Your Conversion Rates”

 

  1. Create a Sense of Urgency

Communicating urgency in an email subject line can entice recipients to open your email. However, don’t use it too often, as recipients may think that your next time-limited offer won’t be so limited after all.

Choose specific occasions such as a business anniversary, Black Friday, or Christmas to schedule your giveaways or exclusive deals. Tapping into a recipient’s fear of loss also works well to compel immediate action.

“30% Off for the First 100 Customers”

“Offer Ends in 3 Days”

 

  1. Be Funny and Witty

People get a lot of emails in their inbox, and it’s hard for brands to stand out. But, how often does an email subject line make you smile?

Humor is one of the best ways to showcase your brand’s personality, and with a strong brand personality, relationship and trust building become a whole lot easier.

Don’t be afraid to insert wit and humor in your email subject line. It’s a great way for you to catch the attention of your recipient and get them to open your email.

“Where to Drink Beer Right Now (Sent at 6:45 am on a Wednesday)” – Easter Boston

“Deals That Make Us Proud (Unlike Our Nephew, Steve)” — Groupon

 

  1. Use Emojis 😊

People use emojis when texting or posting on social media, so why not use them in your email subject line?

It’s a cute and trendy way to get your recipient’s attention and pique their curiosity. In fact, 56% of brands that use emojis in their email subject lines experienced a higher unique open rate.

When your objective is to stand out, emojis can truly be a blessing.

 

Additional Tips to Improve Email Open Rates

  1. Be Mindful of List Segmentation

By doing this, you’ll create a more focused email list. You can segment your contacts by industry, purchase behavior, demographics, or by online behavior. When someone receives your email, the first thing that comes to their mind is how relevant the email is to them. If your email doesn’t address a topic that sparks immediate interest, you can be sure that it won’t get opened.

Great content marketing has always been about context, so the more specific you can be, the more success you can expect to have.

 

  1. Don’t Buy Leads, Earn Them

Acquiring a massive chunk of contacts makes your list vulnerable to uninterested leads. You can’t be sure if everyone on that list is interested in learning more about your business and its services and you don’t want to waste your time on irrelevant prospects. Of course, there might be a handful of occasions where buying leads is a good idea but make sure you’re asking the right questions.

You can use a number of strategies to earn leads including offering content downloads, running a contest, and creating a blog worth subscribing to. When leads are earned and not bought, you’ll be sure that they will be more engaged and interested in communicating with you.

 

  1. Keep Your List Fresh

Two things to consider when it comes to database decay: contacts might have changed their email address over time, or they don’t want to hear from you anymore. So you should update your contact list every six months or so.

If leads haven’t engaged with any of your communications in this period, it might be time to remove them from your email list. Another way to deal with this is to send a “check-up” email to ask the user if they’re still interested in receiving your emails.

 

  1. Contact One Person at a Time

Write your email as if you’re talking to one person. Although you’re aware that you’re sending the same email to a lot of people, the recipient might not realize this is so. If a user feels like they’re just another contact in an email blast, the likelihood of engagement is greatly reduced.

 

  1. Be Personal, Not Institutional

Some email users already filter emails as soon as they see an email address from a company. A good practice is to use an email address that represents a real person (i.e., bob@brand.com). People want to feel like they’re important, and one way to make them feel special is to personalize. Using first names in your emails is the first step to achieving this.

 

  1. Avoid Spam Filters

Nowadays, a lot of email servers have built-in spam filters. If your marketing email gets caught by these filters, your open rates will undoubtedly be low. You should avoid words like “free,” “sale,” “buy,” and “discount,” overlinking and a few other tactics.

 

  1. Find Your Timing

You’ll be surprised at how much timing matters in email marketing. There are a few things to consider like economic period, the day of the week, and the time of day. If you’re not choosing a good time to market a specific product or service, your open rate will plummet.

Emails should be sent on the middle days of the week (e.g., Tuesday, Wednesday, Thursday), either in the late morning or early afternoon for the highest chance of getting opened.

 

Subject Lines Matter

Your email subject line is the second thing your subscriber reads (after seeing who it’s from) when they receive your email. So, make sure that you tell your recipient what they can expect in your email, or use a little personality to reel them in.

Subject lines have so many other factors that influence open score than just length. Don’t get me wrong, length is a big part of it. But, sealing the deal with an email recipient can be as simple as just being creative. During Barack Obama’s campaign, the top performing subject line was ‘Hey :)’.

As you can see, the research is varied and doesn’t necessarily always agree! For us, we’ve found that 8-12 words tends to be our “sweet spot” for subject lines, but if you are sending your own mail you may want to take MailChimp’s advice and do an A/B split to see what works best for you.

By figuring out what your recipients respond to best, keeping things short and to the point and having a little fun- you can expect your campaigns to steadily improve. Entice them to open the email by conveying a sense of importance and relevance, and center it around the individual you’re sending the email to. Don’t forget to A/B test your email subject lines as well to determine what works and what doesn’t.

At the end of the day, if your emails aren’t getting opened, then your message isn’t being read. You have great content—you just need it to be seen!

Need to cover your email marketing bases? Download our FREE Checklist for Setting Up an Email Marketing Campaign today!

Checklist for Setting Up an Email Marketing Campaign

Telling and listening to stories comes naturally to people across the globe. From ancient to modern times, storytelling has remained a constant throughout the evolution of the human race. Stories in different forms get passed from one generation to another and exist across various channels in multiple iterations. There are simple, linear ones and stories with dizzying complexity and both types keep bringing interested audiences back for more.

Storytelling works because people have the innate desire to learn about certain developments that might be relevant to them. As humans we’re on a constant quest for knowledge and stories help us satisfy the urge to learn and be entertained. The best stories allow their audiences to immerse themselves completely, focusing solely on the story’s universe.

Over time, people have learned that one story can be molded and transformed across a bunch of different platforms. Each storytelling format has its pros and cons, and great storytellers have learned how to maximize every platform’s strengths to benefit their cause.

Storytelling also provides an alternate reality, especially if it’s fiction. Meanwhile, nonfiction stories, particularly the successful ones, are read because they motivate and inspire. People buy into stories because of our inclination to make sense of everything.

We use stories to build connections between related concepts through what we’ve learned and experienced, which in essence means engaging our audiences in a way that’s both surprising and familiar to them.

 

Why Storytelling Is Powerful

Why Storytelling is Powerful

Storytelling is a powerful tool for marketing, but let’s take a look at why it works from a psychological standpoint:

 

Putting types and platforms aside, storytelling shares information. The main purpose of storytelling is to share plots and narratives that hold deeper meaning.

From history to mystery, it’s all part of communicating something important. Storytelling connects people because of the common ground it builds for all of the people that interact with the story.

 

Storytelling births in its audience an understanding of other backgrounds (social or cultural) and deep emotions such as happiness, sadness, anger, and joy. The act of reading or listening to a story creates an experience, which can affect how people think, especially when making decisions.

Because of the massive effect of storytelling, it’s no surprise that it has become a powerful tool in the world of B2B marketing. Marketers can communicate their product or service better through storytelling. At the same time, it bypasses the concept (or even the need) of a hard sell. People are drawn in by story without being explicitly aware that a product or service is being sold to them.

 

B2B marketers found subtlety in storytelling. The modern marketing industry has shifted to appeal to emotions instead of bombarding their audiences with self-promotional tactics. Businesses are now investing in creating core stories about their product or service. Instead of hard selling, they attract prospects through the value of a story.

 

Storytelling taps different sections of the brain to implant thoughts and feelings about concepts, making them more apparent and memorable. Brands can take advantage of this by transforming their sales process into an attractive visual experience.

Genuine emotions, presence, and behavioral responses are all the result of good storytelling. Rather than being spectators of a narrative, storytelling gives its audience the chance to become participants, interpreting the true meaning of the story on their own terms.

 

Good storytelling follows a specific structure: beginning middle end, which is shaped like an arc because a good story must not begin nor end haphazardly. This makes the audience think in a very specific pattern, which, in turn, makes the story easier to consume.

It’s natural for people to make sense of something by relating it to the different aspects of their lives. Also, by making space in their thoughts for that something, it becomes easier to remember and absorb the message.

Storytelling doesn’t just explicitly tell a story. It’s made to create waves of conversation and interpretation. It extends itself to be an experience to whoever the consumer may be.

 

Importance of B2B Storytelling

In reality, successful B2B marketing strategies are not just about logic, technical processes, and facts. The world has come to realize that it’s about connecting with people on an emotional/psychological level.

According to research by Google in partnership with Motista and CEB, 50% of B2B buyers are more likely to buy if they can connect emotionally with your brand. It starts with your business’ goals, objectives, mission, and vision. If a B2B buyer sees that there’s a common ground, they identify with your brand, which creates a sense of trust.

Based on the same study, 71% of B2B buyers purchase when they see personal value in your business. Along with that, 68.8% of the B2B buyers surveyed are even willing to pay a higher price to do business with a brand they believe in.

But what does “personal value” mean in B2B marketing?

It’s the professional, social, and emotional benefits you experience in addition to the actual product.

Simply put, emotions elevate customer satisfaction and customer experience. Based on a study by The Good Relations Group, the honesty of the vendor plays a big part at 93%. Moreover, personal recommendations also drive purchase action at 91%.

Although these are not explicit emotions such as happiness or sadness, they are deeply rooted emotions that are powerful enough to influence decision making. At the end of the day, purchasing is a risk. You need to trust the seller that he/she is not taking advantage of you.

Further, positive emotions increase a customer’s loyalty, improving the chances of them becoming brand advocates. In an age where customer loyalty is everything, businesses should take every chance they get.

 

Emotions and the Customer in B2B Storytelling

Customer Emotions

“Your customers feel before they think.” – Dan Hill

Consider the scale of your customer’s responsibility. For B2B purchases, it’s likely that the decision will affect not just them, but the entire business, so more effort goes into the decision-making process. This means that B2B buyers require a higher perceived value than their B2C counterparts.

So as a B2B seller, you should consider this. Tap the emotions that are of value to them. Will this decision improve their business’ efficiency? Luckily, you can figure out what motivates your target market simply by listening to them.

There are various channels you can use to research your audiences such as social media, surveys, phone calls, or even a simple email questionnaire. By doing this, you can get actionable insights from the source. No one knows your customers better than they know themselves.

An essential key to a successful B2B storytelling is effective listening. Don’t ignore what your customers are saying. Rather, listen to them before and after implementation. Go back to the drawing board every after evaluation and lay out possible points of improvement.

Storytelling humanizes your business. Surely, you can publish dozens of studies and whitepapers about how awesome your product or service is, but if there’s a disconnect emotionally, you’re going to turn off your customers.

The traditional view of B2B marketing aims to keep things professional in a very sterile manner. If you’re able to inject some personality and emotion into your communications, you’ll give your brand a much better chance of standing out from the clutter.

 

Components of B2B Storytelling

So, how do you seamlessly incorporate storytelling into your B2B marketing strategies? Here are three essential factors that every story needs:

 

You can formulate the conflict by understanding your customer based on the customer journey you’ve created.

Identify their pain points and use it as inspiration for a compelling B2B story. Present their problems and issues in a creative and attention-grabbing manner. Make sure that you don’t offend them in the process.

Take your time in your research because a misrepresentation of your customer’s conflict can spell disaster for your B2B storytelling effort. Furthermore, knowing their real problems and issues will give you a solid understanding of what makes them tick.

 

After establishing your customer’s conflict, it’s time to match it with the solution that your product or service provides. It’s always a spectacular moment when you address your customer’s problems. This is where your business becomes the hero in the story by resolving the story’s conflict.

Don’t be afraid to involve feelings in B2B storytelling. Although there’s quite a stern ambiance in the B2B industry when compared to B2C, storytelling simply doesn’t work without emotional resonance.

 

As usual, you must have the perfect curtain call to the story. Describe how your customer’s life changed after using your product or service. Feel free to go into detail. Don’t settle for generic satisfaction. If possible, show numbers to quantify the value of the benefit.

These three major points create a far more immersive customer experience. It elevates the typical process of engaging with your brand to a memorable and enriching one.

 

B2B Storytelling Success

B2B Storytelling Success

The following companies are great examples of how the power of B2B storytelling can help your brand:

 

  1. LinkedIn

LinkedIn, known as the job hosting website, used the power of storytelling in their “Picture Yourself” campaign to create inspiring stories about some of their members.

The idea was to leverage the knowledge and experience of successful business professionals to create a valuable story for LinkedIn’s audience to learn from. What they managed to do was build a portal of quality business insights that increased the trust and relevance of the LinkedIn brand.

 

  1. Cisco

Humor goes a long way. You might not imagine that a huge tech company would choose humor as their B2B storytelling core concept. Humor can have a huge impact because of the emotion it elicits from the customer.

But keep in mind that despite the lighthearted tone, they always stay true to principles of storytelling, from conflict, to climax, to resolution.

 

  1. Kickstarter

Their B2B storytelling skills lie in all the success stories of the businesses they’ve helped to create. In other words, the users themselves build the storytelling of Kickstarter. This looks like a simple core, but it’s very effective because the people see their dream businesses realized. “We help people tell their stories.”

 

  1. Intel

Intel found the key to making technology more relatable. The tech giant has made technology more human than ever before.

With the help of Toshiba, they took B2B storytelling to the next level by creating a series of short films called “The Beauty Inside.” The interactive nature of the film gives the audience a chance to play the lead role in the story, making it easy to understand why it’s gotten more than 70 million views since its release.

 

  1. Zendesk

If you think that B2B storytelling only allows success for real stories, then think again. Zendesk took a different path when they created this fake band named “Zendesk Alternative,” which is a semi-grungy band, and accompanied this faux-band with a website of their own.

It caught people’s attention, to say the least, and Zendesk looked like a genius by going out of the box and being completely unexpected.

 

  1. Microsoft

While other companies look for stories outside their company, Microsoft looked inside, and it worked. In 2010, they hired a guy that’s the master of storytelling as the Chief Storyteller. They completely revamped their content marketing strategy and published new content through different social media channels in a series titled “Microsoft Stories.”

By projecting an excellent company culture and employee engagement, other businesses found Microsoft to be the company they can trust and do business with. This worked so well that they turned their media center into a portal called Microsoft Story Labs.

 

Conclusion

B2B storytelling makes a brand real to its audience. A good story lets customers know your brand and what it stands for. It also bridges the gap between your business and your consumers. In addition, storytelling adds an extra layer to your customer care by recognizing customer’s stories and using them to inspire more people.

From what used to be a mushy marketing strategy, B2B storytelling has transformed into a leading tactic in Content Marketing. So, get out there and start connecting with your audience on an emotional level.

 

Want to learn more about how content marketing ties into your overall strategy? Check out our whitepaper on Content Marketing as an Effective Tactic for B2B Lead Generation!

Every customer is different. They have different needs, interests, and motivations. So doesn’t it make sense to treat them accordingly? We’ve entered a new era of marketing where customers expect a relevant experience that’s matched to their specific needs. People don’t want to feel like just another number on a list, they want to feel like human beings, and it’s up to businesses to treat them that way.

Personalization has proven to be a highly effective marketing strategy. In fact, Infosys reported 59% of consumers say that personalization influences their shopping decision. Furthermore, Marketo found that 78% of customers will only engage with new offers if these are personalized to their previous transactions with the business. Additionally, MarketingProfs discovered businesses that personalize web experiences see, on average, a 19% increase in sales.

If you’re trying to speak to everyone, you’ll end up speaking to no one. So it’s time to clearly define your target audiences and personalize their experiences. Here’s how:

Website

Personalized Website

Your website is a great starting point for personalizing marketing communications. IBM reported that one of their clients saw a 400% increase in response rates from personalized website offers. There are a number of ways to personalize the content on your website.

If you run an e-commerce and online shopping websites, you can personalize offers according to the customer’s account details and shopping history. Here are two great examples from Amazon:

These examples and many other personalized elements on websites occur through the use of dynamic content, which in simple terms is “HTML content on your website, forms, landing pages, or emails that change based on the viewer.”

You can personalize almost any kind of messaging on your website to the current viewer, as long as you have the right information about them. For example, instead of saying “free international shipping,” use the visitor’s public IP address to detect their location and say “free shipping to Thailand” instead.

Emails

Personalize Emails

Emails remain the most common means by which businesses communicate directly with their customers. Almost 9 out of 10 marketers say that email is their primary means of lead generation, but it’s marketers who use personalization in their subject lines that see 26% more opens. However, email personalization goes beyond including the customer’s first name in the subject line.

An important email personalization strategy is segmentation. The first step is to make sure you have the right data. For example, if you’re looking to send industry-specific campaigns via email, aside from asking for the usual ‘name and ‘email’ fields from subscribers, include a dropdown for industries like retail, real estate, food, manufacturing, marketing, and others.

Then, segment your email lists by industry so that you can send emails that are more relevant. If you have transactional data such as past product purchases or current subscription plans, then offer related products or discounted subscription upgrades in your emails.

Another great personalized email tactic is the use of automated behavior-triggered emails. Take language teaching app, Duolingo, as an example. They send out an email to users who haven’t taken lessons after a specific period with the subject line “We miss you!”

Social Media

Personalize Social Media

Social media is now a standard tool for any successful marketing strategy. New Media Marketing reported that about 76% of businesses use social media to achieve marketing objectives, and retailers have experienced 133% in increase in revenues after promoting via social media. Because social media is all about connecting with your audience, personalization is a key tactic to consider.

Custom Audiences is a great way to personalize. Available to any business that advertises on Facebook, the feature allows you to create a ‘Custom Audience’ by uploading a customer list with information like purchaser email addresses (which Facebook will encrypt upon upload). Then, you can target your Facebook ad to your desired audience.

A great application of this is if you have a list of people who did a free 30-day product trial, you can send them specific ads that remind them to upgrade their accounts. If you’re running a Facebook campaign to get more email newsletter subscriptions, you can also use a custom audience list to exclude your existing subscribers from seeing the ad.

Twitter also offers a similar feature called Tailored Audiences.

Needless to say, the most basic way to personalize communications on social media is to engage with individual accounts. Responding personally to their direct messages and mentioning them in posts shows them that you care about them as individuals.

Online Advertising

Personalize Online Advertising

Advertising on places like the Google Network (including Google Search, YouTube, Gmail, etc.) can be rewarding, especially if you know how to personalize your ads using available features.

One way is to take advantage of Google’s Customer Match. Very similar to Facebook Custom Audiences, Customer Match lets you use an uploaded list of email addresses which can then be matched to a list of users on Google so you can target them.

For example, if you have a list of emails who signed up for a webinar on social media marketing trends. You can choose to retarget these individuals by showing ads that link back to your website when they use keywords like “social media.” Of course, these ads will only be shown to those specified emails.

Remarketing is a personalization tactic that takes advantage of a user’s browsing history (via browser cookies). You’ve probably experienced it first-hand: if, for examples, you googled Adidas Stan Smith shoes and started seeing banner ads on random websites that link you to an Amazon landing page with those same shoes.

Afterwards, you closed the window and started browsing Facebook, then voila, the exact same Amazon.com page for Adidas Stan Smith is now on your Facebook sidebar ads. Remarketing is available on Google and can also be applied to Facebook using Custom Audiences.

Takeaway

Personalizing your marketing strategy is a key tactic to succeed in communicating with your customers. As you make the most of dynamic content on your website user experience, segment subscribers in your email marketing campaigns, target custom audiences on Facebook, and use personalized PPC strategies, remember to use personal information such as names and email addresses with care and in a way that does not violate customer privacy.

It’s one thing to offer personalized communications to improve the customer experience. It’s another thing entirely if your brand comes off as creepy.

 

To learn more about how to personalize your marketing and improve relevancy, check out our FREE whitepaper!

Guide to Persona-Driven Lead Generation

The lead nurturing process walks a prospect through the stages of the sales funnel and continues through the sale. Proper execution requires knowing what to send when and ensuring that you’re adequately meeting your target market’s needs. This involves a variety of marketing strategies that require a thorough understanding of your target market’s characteristics and buying behavior and is a continuous process with the main goal of building lasting relationships with your customers.

 

In today’s digital world, personalization is an integral part of any business’ marketing endeavors, and it’s also one of the biggest trends in marketing. People now expect a level of relevance that goes beyond general interests and target market fit.

 

Think about it this way: would you rather receive a marketing message reflecting generic industry and company updates OR would you prefer a message that provides you with relevant information based on your industry and chock-full of topics that are relevant to your needs and position?

 

Pretty much everyone prefers the latter because there’s a much higher chance the content will bring value, as opposed to simply being yet one more piece of irrelevant junk mail. So if we have the means to personalize our lead nurturing campaigns, doesn’t it make sense to take full advantage of it?

 

The success of a good lead nurturing campaign is determined by the effectiveness of your campaign strategy. Of course, just because you’re using a personal approach doesn’t mean that prospects will be lining up in droves. It isn’t that easy. Your message must resonate with them, and you must build their trust in your brand over time.

 

Effective personalization takes time to achieve, so as a marketer, you have to do your target market research, which goes beyond segmenting by demographics. Track your prospects’ activity by identifying pertinent online behavior, searches, clicks, and purchases.

 

Get to know their interest by analyzing the articles they’ve been reading. Once you’ve identified what your prospects are on the lookout for, it makes it much easier to build a database of relevant content that you can use to attract and convert them.

 

Personalization Increases Engagement and Conversions

Personalization Increases Engagement

Emails that are targeted to an individual or specific group of people show improved click-through rates of 14% and conversion rates of 10%.

 

With personalized emails and relevant content, your leads are far more likely to engage with your message. Too many marketing emails can be annoying, but if they’re helpful to the recipient, they’re more likely to engage and share it.

 

It’s highly beneficial to create a buyer persona profile and segment your database based on these categories. These profiles should be based actual characteristics of your current and potential buyers. The information you acquire from your buyer personas will help you produce content that your audience actually appreciates, improving your engagement and conversion rates.

 

Personalization Creates Trust

Personalization Increases Trust

Building trust is undoubtedly one of the most important objectives for marketers. If you can successfully motivate prospects to opt-in, they become a whole lot more receptive to your future communications, which means improved chances for engagement and conversion. Just keep in mind that you can’t build trust in a snap. It takes a while before prospects can see the worth of your company.

 

Delight prospects by understanding their needs and their problems. Personalized content, blogs, emails, and promos get people’s attention if they’re properly targeted. As you continuously provide your audience with valuable and relevant information, they will be more likely to keep your brand top-of-mind during the decision stage of the buyer’s journey.

 

Remember not to oversell your personalized marketing; it can actually get a little creepy. For example, it would be perfectly fine to recommend other gluten-free products to a customer who had bought gluten-free bread. But it might be a little off-putting if a store clerk overheard a customer’s phone conversation to his wife and suggested buying flowers for her. The line between being personal and being invasive is a thin one.

 

Personalization Moves Leads Through Your Funnel

Sales Funnel

The biggest contribution of personalization in lead nurturing is revenue and ROI. According to a study by Demand Gen Report, a 20% increase in sales opportunities are produced through leads who are nurtured with tailored content.

 

Personalization gives you a huge advantage when it comes to lead nurturing. It creates better understanding and collaborative discussions between you and your target consumers. The stronger your connection is, the higher their chance of converting.

 

By personalizing, you can create content for different types of leads. The way you segment your marketing communications is completely up to you. Some businesses choose to segment their messaging based on their persona profiles, while others may segment based on online behavior. Whatever the case, it’s also a good idea to segment your messages according to what stage of the sales funnel that particular lead is in.

 

Conclusion

 

Lead nurturing can be a relatively long process, but it’s worth the hard work when you can see the positive results. It’s hard to argue against a 50% increase in sales leads generated at a 33% lower cost per head, according to Forrester Research.

 

Developing an effective personalization program is a tough job. Your ability to personalize depends largely on how well you know your market. If you want to improve your chances of success, make understanding your audience your number one priority. This involves setting up appropriate data collection and analytics systems to gather insights for use in your nurturing campaigns.

As the guys at Drift often say: “Whoever gets closer to the customer wins!”

 

Learn lead nurturing best practices with our FREE B2B lead nurturing guide!

Your Complete Guide to Lead Nurturing