The Power of Personalisation in B2B Lead Generation and Engagement

Personalisation is becoming increasingly important in B2B marketing, as buyers expect tailored experiences that meet their specific needs and preferences. According to a report by Evergage, 88% of marketers say that personalsation improves their customer journey, and 78% say that it increases customer engagement Here are a few reasons why personalisation is so powerful:

• Personalisation can improve the relevance and effectiveness of your messaging, leading to better engagement and conversion rates. A study by Epsilon found that personalised emails have an average open rate of 29.3%, compared to 22.2% for non-personalised emails
• By using data to segment your audience and deliver targeted content, you can create a more personalised experience for potential customers, which can help build trust and establish your brand as a thought leader in your industry.
• Personalisation can also help differentiate your brand from competitors who may be using a more generic, one-size-fits-all approach.

But personalisation isn't just about adding someone's name to an email or using their job title in a message. It's about using data to understand their needs, challenges, and motivations, and creating content and messaging that speaks directly to those factors. This might mean delivering content based on where someone is in the buying journey, using language that resonates with their industry or company size, or tailoring messaging to reflect their pain points and challenges.

By incorporating personalisation into your lead generation and engagement strategies, you can improve the effectiveness of your marketing efforts and build stronger relationships with potential customers.

Account engagement platforms can help marketers focus on where and whom to prioritise based on recent engagement activity across their accounts and the personas within them. To learn more about how B2B.IQ can help with your personalisation journey, visit the below link: