For a few years, personalization has been B2C commerce’s favorite catch phrase: know your customer, personalize the offers and prices, sell at the right time and keep communicating until you build a relationship and not just a sale.
But what about personalization for B2B (business to business) sales? In 2016 Gartner predicted that B2B companies that incorporate personalization into digital commerce will increase revenues by 15%. But do B2C techniques work for this audience?
Consumer marketing attempts to personalize for one person, and often uses emotions to connect and convince.
However, B2B marketing and sales often must address a board room of decision makers, any one of whom may block or veto a sale. Their approval is driven by logic and trust. That’s why it’s critical to provide the information businesses need from the get-go, anticipate their questions and initial reservations, and build trust—at the speed they choose, through their medium of choice.
B2B has evolved way past just a simple order entry portal where customers already know what they want.
As early as 2015, Forrester saw manufacturers, distributers and wholesalers migrating their business to the web. In a sample survey of B2B buyers, they found that 74% of …read more