How can you use personalization to improve your B2B media strategy?

If you know your audience, you know what kind of personalization they appreciate. The personalization often comes in the form of customization, so looking at it to understand what kind of customisation you can offers can help a lot.

Segmentation is the foundation of effective media personalization in B2B. This expert insight emphasizes the importance of identifying specific segments based on shared characteristics, using data from CRM, analytics, surveys, and interviews. Detailed segments, encompassing industry, role, pain points, goals, and buyer's journey stage, enable precision in tailoring content to meet the unique needs and expectations of each group, enhancing the overall impact of your personalization strategy

Define your ICP, and study persona through segmentation based on industry, preferences, and traits. Leverage analytics, automation and other tools to track interactions. Based on the gathered insights, create personalized content addressing industry and persona-specific challenges. Implement dynamic content on your website. Personalize advertising messages for the platform that works for your business. Implement personalization in ABM, customizing communications for key stakeholders. This will help you enhance user experience, builds trust, and makes your strategy more effective.

I remember this old campaign that one of the credit card companies did wherein they sent miniature Bentleys to their KAM customers to sign them up for their signature cards. That not only stands out and grabs their attention but also shows how well you understand your audience. Sometimes going old school via the hard mailer way and using innovative ideas such as the above can get you the attention you want and bring in the level of personalization that customers value.

In my experience, segment precision is key. At a prior role, broad targeting led to generic content. By refining segments to address specific pain points, like targeting mid-level tech managers, engagement surged by 30%. It highlights the impact of personalized content tailored to distinct audience needs.

Na escolha dos canais, sempre importante se questionar se a sua persona está nele. Um bom exemplo: atuo com a persona financeira, uma persona que tem seu Linkedin atualizado, está presente aqui. Dessa forma, o Linkedin se torna (ainda mais) relevante como canal para a estratégia.

Strategic channel selection is pivotal for personalized B2B media. This expert guidance highlights the importance of aligning channels with segment preferences, behaviors, and consumption habits. Whether it's email, social media, webinars, podcasts, or blogs, tailoring your approach to match how your segments prefer to engage ensures maximum impact. Consider the objectives and budget of your media strategy in tandem with channel selection for a cohesive and effective personalized experience.

O conteúdo é o combustível dessa estratégia! E quando falamos de conteúdo segmentado/personalizado, estamos falando da melhor qualidade de combustível possível. Mas n?o basta escrever por escrever - o conteúdo precisa ser relevante, atraente e acima de tudo, informativo.

Personalized content is vital to connect with your segments and give them an exclusive experience. Personalization is the key to the content revolution, as it helps you improve your niche and stand out. To personalize your content, you must: - Use data and analytics to segment your audience and create buyer personas. - Use dynamic content that adapts to the context. - Use content formats that match your channels and segments. - Use storytelling to create emotional and relatable content. - Use feedback to measure and optimize your content. Personalization is not a trend, but a necessity. Personalization is the new normal. And those who embrace it will shape content marketing's future.

Exemplos de personaliza??o em uma estratégia de mídia paga B2B usando o Linkedin Ads: 1- Segmentar públicos usando critérios de perfil da empresa e de perfil da pessoa dentro da empresa que queremos atingir 2- Usar criativos que explorem cases de empresas do mesmo setor/porte/ecossistema do público segmentado 3- Usar números dessas empresas nos criativos 4- Vídeos de micro influenciadores do seu nicho falando sobre sua solu??o 5- Usar landing pages específicas para seu público, com H1 muito claro que aquilo é para aquele perfil de pessoas

Optimizing delivery is the key to a successful B2B media strategy. This expert advice emphasizes the importance of personalizing timing and frequency to enhance performance and avoid overwhelming segments. Utilize data and feedback to pinpoint the optimal times and intervals for communication, aligning with your segments' availability, responsiveness, and behavior. This tailored approach ensures a more engaging and effective personalized delivery.

Na minha vis?o, o ponto mais importante. Isso porque, de nada adianta criar, personalizar e compartilhar se você n?o sabe aquilo que está (ou n?o) dando certo. Algumas métricas que podem ser interessantes: - Engajamento desses conteúdos - Convers?es (downloads) - Taxa de convers?o da landing page de convers?o, etc.

Personalization in B2B marketing is about understanding the specific pain points and needs of your target businesses and customizing your messaging, content, and approach to address those needs effectively. So, actively seeking feedback can help in adjusting and personalizing strategies continually. But, a word of caution, you need to know when to pause asking feedback as well. Use those insights to create customized content and offers designed specifically for different industries or buyer personas. And don't forget to have follow-up conversations to address specific points discussed in previous interactions.

Consider this. Not every piece of content can be easily personalized. If you haven't defined your audience cleanly, you will be stuck creating bland content that doesn't actually fit your market. That is incredibly difficult to personalize.