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Challenging the Norm: How B2B Signal Data is Redefining Marketing
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Challenging the Norm: How B2B Signal Data is Redefining Marketing

Personalization and data-driven insights have become the cornerstones of effective marketing strategies.
Author
Primer team
Updated on
March 12, 2024
Published on
August 31, 2023
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As customers yearn for bespoke experiences and real-time engagement, businesses must leverage B2B marketing data to decode customer behavior, tailor interactions, and deliver hyper-relevant content. This unprecedented fusion of technology and human touch is reshaping how businesses communicate, fostering deeper relationships, and driving growth

The business-to-consumer (B2C) world has set new expectations for personalized experiences. Consumers routinely enjoy tailored recommendations from retailers like Amazon, Netflix, and Spotify. They expect the same level of personalization during B2B buying journeys.

Recent research confirms that most business buyers want personalized interactions. According to a survey by the Content Marketing Institute, 78% of B2B buyers say personalized content has at least some influence on their purchasing decisions. Nearly half say personalization has a significant impact.

Personalization is the new normal

B2B companies that fail to deliver personalized experiences will quickly lose relevance and customers. Business buyers have more choices than ever before, thanks to digital disruption and expanded competition. If they don't feel understood and valued as individuals, they will simply move to a competitor.

Personalization should reach every touchpoint throughout the buyer's journey with your brand. For example, your website content and navigation can adapt based on the visitor's industry, role, and past site behavior. Email and nurture campaigns can serve personalized recommendations and messaging. Sales reps can access individual buyer insights to tailor their pitches.

The most effective B2B marketing approach is to blend art and science. Technology like AI and machine learning allows you to scale personalization based on data and signals. But the human touch is still vital – your content, offers, and conversations should feel tailored, not robotic.

Done right, personalization drives measurable business growth. According to research from Evergage, 96% of personalization leaders say their efforts are effective. The top benefits they report are better customer experiences, increased conversion rates, and larger average order values.

In today's digital-first, competitive B2B landscape, personalization is a must, not a nice-to-have. Treat every prospect and customer like an individual, not a number. Use data and technology to deliver the right content, offers, and experiences at the right time. Make it feel like you truly understand each buyer's unique needs and preferences. This is the new normal for B2B marketing success.

The Smarter the Signals, the Better the Experience

Savvy B2B marketers now use real-time data to understand their customers' needs. By tracking website behavior, social media, and even environmental factors, you can deliver hyper-personalized messages when and where customers want them.

Check our previous article with some go-to suggestions on what tools to include in the data stack of early-stage startup for growth acceleration.

With the rise of digital channels, B2B companies now have access to an unprecedented amount of data about their customers. Tracking tools provide insights into who is visiting your website, what content they are viewing, and where they are dropping off. Analyzing this data lets you see customer interests, pain points, and preferences. You can then tailor website content, offers, and messaging to match their needs.

Social media presents another treasure trove of signals. Monitoring brand mentions, comments, shares, and engagement reveals how customers really feel about you. Social listening dispels assumptions and replaces them with concrete B2B marketing intelligence. Use this to refine personas, improve products, and craft relevant social content.

The Internet of Things takes personalization even further. Connected devices transmit data on customer environments and behaviors. A commercial HVAC company, for example, can monitor unit performance and proactively notify customers when maintenance is needed based on real-time telemetry data.

Contextual data from weather, traffic, news, and events also allows you to time messaging for maximum impact. If a storm is approaching, alert affected customers with safety tips and assistance offers. Capitalize on trending news or local events with relevant content.

The most effective B2B marketers combine and analyze data from multiple sources to uncover rich insights. They use technology like machine learning and AI to process and act on signals in real-time. The result is hyper-personalized, hyper-relevant experiences delivered to the right customer at the right time in the right B2B marketing channel.

Empower Frontline Employees with Insights

In today's data-driven business world, valuable customer insights should not be siloed within the marketing department. To deliver truly personalized experiences, companies must empower their frontline employees with the data and analytics needed to understand each customer at a deeper level.

Sales teams, in particular, need to leverage B2B marketing data to have more relevant conversations with leads and close deals faster. Equip sales reps with buying signals and intent data so they know when prospects are in-market for solutions. Use predictive lead scoring to identify high-value opportunities to prioritize. Analyze win/loss data to uncover why deals are won or lost and optimize pitches.

Likewise, customer service and support teams need insights to resolve issues quickly and exceed expectations. Provide agents with each customer's full history so they have context for every interaction. Use sentiment analysis to detect dissatisfaction signals and proactively reach out to at-risk accounts. Analyze common support topics to improve self-service FAQs and documentation.

Frontline employees represent the human face of your brand. They have the most touchpoints with customers across the entire journey. But they can only deliver personalized, satisfying experiences if armed with data-driven insights. As McKinsey notes, employees who are empowered by analytics "outsell peers who don't rely on data by 51 percent."

To activate your frontline:

  • Integrate data from all sources – CRM, web, social media, surveys, and more – into a unified customer data platform. This provides a single source of truth.
  • Make insights readily accessible through user-friendly dashboards, alerts, and mobile apps. Data should be available in real-time at employees' fingertips.
  • Provide training on how to interpret and act on analytics. Simply handing over data tools is not enough.
  • Incentivize data-driven decisions and actions through compensation plans.

With an empowered frontline workforce, your company can deliver personalized interactions, at scale, to every customer segment. This human touch, backed by data-driven insights, is your competitive advantage. Customer loyalty, retention, and lifetime value will improve as employees act as trusted advisors rather than transactional order-takers. The future belongs to brands that activate their employees with the power of analytics.

Segment Audiences for Relevance at Scale

In the world of B2B marketing, a one-size-fits-all approach simply does not work. Business buyers have unique needs, interests, and pain points based on their company, role, industry, etc. Sending generic, batch-and-blast campaigns is a surefire way to damage your relevance with customers.

Instead, savvy B2B marketers are leveraging data to divide their audiences into distinct segments. They analyze behavioral, demographic, and firmographic attributes to group contacts into categories based on common characteristics. This allows for hyper-personalized marketing at scale and feeds growth marketers with valuable insights that inform their lead nurturing efforts.

Learn the 5 B2B Lead Nurturing practices that work.

For example, an enterprise software company could separate its audience into segments like:

  • Company size (small, mid-market, enterprise)
  • Industry (healthcare, manufacturing, financial services)
  • Job role (C-suite, manager, individual contributor)
  • Product usage (light, moderate, heavy)

From there, the marketing team develops targeted messaging and campaigns tailored to the unique needs and interests of each segment. Rather than sending the CFO of a Fortune 500 company the same nurture track as an individual contributor at a small business, segmentation allows for relevance.

Advanced segmentation also enables A/B testing different messages and offers. You can determine what resonates most with specific subgroups and optimize your strategy over time.

The key is choosing segmentation variables that align with your ideal customer profiles and provide actionable insights. Group contacts in a way that informs tangible marketing activities like email campaigns, content offers, and sales plays.

Check our playbook showcasing how you can synchronize ads and email reach by using Primer.

While it takes effort upfront, thoughtful audience segmentation pays off exponentially. Research shows personalized marketing to distinct segments can deliver 5 to 8 times the ROI of undifferentiated campaigns. Plus, you build deeper customer relationships when you demonstrate a true understanding of their needs.

In our hyper-competitive, crowded marketplaces, segmentation is required to stand out. The days of generic email blasts are long gone. To be relevant at scale in modern B2B marketing, embrace segmentation to deliver the right message to the right person at the right time.

Source: sayprimer.com

The Future Belongs to the Data-Driven

The B2B marketing playbook is undergoing a dramatic rewrite as data and personalization transform how companies attract, engage, and retain business customers. The future undoubtedly belongs to B2B organizations that wholeheartedly embrace data-driven marketing. Companies that lag behind in adopting these new approaches will slowly lose relevance and cede ground to more customer-centric competitors.

The writing is on the wall: data is redefining B2B marketing success. Consider that 91% of companies with strong data analytics capabilities outperform their peers. Or that B2B buyers are 5x more likely to purchase from a company that provides personalized experiences. Data is becoming the lifeblood of customer understanding and engagement.

To remain competitive in today's buyer-driven landscape, B2B companies must become relentlessly customer-focused. They need to adopt a mindset of "customer experience first, sales second." Data should inform every stage of the customer journey, from attraction to retention and advocacy. When armed with data-driven insights, you can delight customers with relevance at precisely the right moments.

Becoming a data-driven B2B marketer takes work. It requires investments in collecting, integrating, and analyzing data from across the organization and third-party sources. Teams need training and tools to translate insights into action. Data governance ensures quality and accessibility. With solid foundations in place, the payoff is immense.

As a data-driven B2B company, you gain the ability to identify high-lifetime-value prospects, qualify leads, and route them appropriately. You can map the customer journey and plug leaks in the funnel. You deliver personalized experiences that build loyalty and trust. With customer analytics, your teams have the confidence to rapidly test and refine campaigns while maximizing ROI.

In essence, a data-driven approach enables B2B companies to align their marketing, sales, and services around the customer. In today's buyer-first landscape, this level of customer focus is mandatory. B2B companies that fail to adopt data-driven B2B marketing personalization will watch customers flock to competitors who deliver relevance, value, and outstanding experiences. The time to embrace data is now.

Why Primer?

Primer lives up to the concept of data-driven B2B marketing at its best. It allows you to source and merge company-level, person-level, and intent data from 10+ data providers into comprehensive granular audiences. Thus, you can tailor your captivating messages and sales offers and push them to interested customers right away.

Wait no longer and activate high-value prospects multi-channel today. Request a free Primer live demo to see how it works.

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