This week on the blog, we’re sharing an extract from chapter 4 from the Balance Internet whitepaper ‘Digital Transformation in B2B eCommerce — Driving success and growth in 2021 and beyond’ Second Edition.’
In today’s B2B landscape, offering a personalised customer experience is no longer something reserved just for industry leaders, it’s a new digital imperative for businesses of all shapes and sizes. Discover the three things your personalisation strategy should include, from Aaron Chidley, Director of Business Development, at Balance Internet.
While you’re here, don’t miss out on downloading a copy of the whitepaper to read the entire chapter, along with expert insights and predictions from 40+ more industry experts.
In today’s B2B landscape, offering a personalised customer experience is no longer something reserved just for industry leaders, it’s a new digital imperative for businesses of all shapes and sizes.
Personalisation enables organisations to create more targeted and useful content for their customers, a cornerstone of delivering a standout customer experience. And it’s not just online; personalisation is a multifaceted area of specialisation, increasing brand loyalty and increasing revenue for brands who master it.
Most Management Information Systems (MIS) are built to fulfil orders, manufacture products, manage inventory or production and the customer data is an afterthought. When embarking on the eCommerce journey, you carry these legacy systems along with you. It is critical to get a Single Customer View of your customer data, so if like Snap, you have multiple database sources, working through this integration piece is a painful yet worthwhile process to go through.
For B2B organisations delving into personalisation for the first time, start by researching what it is that your customers really want from you. Who are they? What are their personas? What are their wants, needs and frustrations? How can you respond to their needs with content-driven and relevant digital experiences, which are tailored to them?
But, do B2B buyers actually want personalised sales and marketing? The short answer is yes! B2B buyers’ motivations are often far more focused on the benefits to their organisation. What is the cost-benefit for the company? e.g. the benefits of tiered pricing and special pricing structures. Marketers must be able to work together with eCommerce teams to bring industry standard personalised customer experiences in the B2B digital experience.
It’s no secret that personalisation is going to be integral to the future of B2B Marketing. Three things to keep at the forefront of your approach should include the following:
- Make data-driven decisions: Use insights to power decision making, not opinions that aren’t validated.
- Be useful, not aggressive: Don’t annoy your customers, help them with helpful information and content. Be relevant. There’s nothing worse than lazy, inaccurate or unauthorised segmentation.
- Keep evolving your strategy: Don’t get comfortable and always strive for a better experience for your customers.
Aaron ChidleyDirector of Business Development, Balance Internet
Aaron has a background in traditional bricks and mortar retail. After building three online stores in the late 2000s, Aaron jumped ship to Balance Internet to be a Project Manager. He is now the Head of Business Development and Account Management. He thrives on understanding the nuances of how each business goes about getting a product online, how a customer buys it, and how it ultimately gets into their hands. Aaron is passionate about online operational strategy, end-to-end business analytics and technology deployment.
This blog post is an excerpt from chapter 4 of ‘Digital Transformation in B2B eCommerce — Driving success and growth in 2021 and beyond.’
Read the entire chapter along with insights from 40+ more industry experts, by downloading a FREE copy of the whitepaper below.