Personalization in the next era is improving the way consumers understand technology today. B2B brands are now more intelligent and observe data efficiently to understand consumer behavior better and offer solutions based on preferences.
Personalization 2.0, or hyper-personalization, is being practiced by B2B brands at scale. They are doing it through communicating with customers at every touch point. In light of the shift in consumer preference, brands should keep sight of the changing behavior elements to appropriately coordinate marketing efforts.
Why Personalization 2.0 Matters for Marketing?
There are several ways for B2B brands to stand out from competitors, and adopting personalization steps is one of the critical weapons for producing unique experiences that entice business. Assuming personalization 2.0 will be advantageous for brands to fix consumers’ complex purchasing journeys and adventures. Prediction of consumer behavior is essential for every forward-thinking and digitally equipped brand to enhance its consumers’ buying journey and experiences.
Digitally savvy consumers expect not extensive but valuable solutions and services. They want to interact directly with B2B brands. Virtual assistants, Chatbots, and robots are three models of AI-inspired technological innovations gaining traction in personalization 2.0.
Brands should remember that many consumers have begun interacting with artificially intelligent agents in the form of chatbots and virtual assistants for information or assistance. This means customers are aware that technology-enabled personalization is available in the market, and brands are marketing with new strategies daily.
Also Read: Future of ChatGPT in Customer Service: Opportunities & Limitations
Personalization 2.0 is More than a Good Website Experience
B2B Brands that emphasize their positive customer experiences should comply with the fact that personalization 2.0 is more than just a good website experience. Customers today are making efforts to purchase more ethical and sustainable products. And for this, brands need to step up to provide personalized information. To promote honest business, brands will need personalization 2.0, a top business marketing strategy priority in 2023, to survive and grow.
At Forrester’s forum Transform Your Personalization Strategy At Forrester’s Consumer Marketing Forum, it has been mentioned that 90% of digital businesses are investing in personalization to add to their marketing efforts to scale business authenticity.
Delivering 3x to 5x Times the ROI on Marketing Expenditure
Personalization delivering double-digit results in marketing has remained a theory until now. However, the concept took a 180-degree turn as customers got influenced by the personalization strategy. B2B Brands are now more inclined toward customer engagement by providing them with the solutions or marketing services they look for.
Now it becomes vital for B2B brands to employ new marketing strategies using personalization 2.0 to drive growth with cost-effectiveness. Keeping this in mind, technical leaders are ready to leverage AI/ML, data analytics, and the power of big data to pick the right customers and create more personalized offers. With the help of these technologies, personalization 2.0 is possible and shows signs of delivering five times the ROI from marketing expenditure and efforts.
Scaling Techno-Empathy
Does this sound new and different? That’s what personalization 2.0 brings to brands as digitalization is increasing and strengthening technology integration. Empathetic customer experiences matter for B2B brands.
The ability of techno-empathy relates to understanding customers’ emotions to tailor experiences and buying journeys with the help of automated customer service chatbots and holographic entertainers that work on scripted content.
This humanizing technology will create an approachable and empathetic personalized customer experience in a brand interaction process.
This will involve specifically curated promotions of services and products tied to specific tempers of customers.
Also Read: Ushur Raises USD 50 Million for Its Platform for Automating the Customer Experience
Investments to Snowball in Customer Data and Analytics
Analytics and customer data are essential in shaping personalization ideas and tactics. B2B brands will be taking full-proofed advantages of data and using analytics to figure out our customers’ requirements and ways to put all of them in place that delivers solutions right away. So, analytics becomes an iterative and ongoing process for adding personalization 2.0 efforts.
In addition, data and analytics may also assist brands in leveraging customer segments and micro-segmenting them, factors playing a role in behavioral changes and engagement trends, and quantifying the key performing parameters (KPIs) for future personalization planning.
Over to Brands – Making Wise Decisions Including Personalization 2.0
Are B2B brands today ready to adopt personalization 2.0 to have an incredible impact on the business? If they have not yet started, what’s holding them back?
Brands can begin it step by step with a lighter customer-first personalization strategy and uncover conversion blockers that may affect the customer experience journey (CXJ). In addition, they can create a CX IQ in context to measure the brand’s effectiveness in developing, delivering, and sustaining customer experience at scale.
