Tip 3: Use technology to build connections
Technology can power more personalized prospect experiences and connections.
I’ve noted in previous posts that the response to B2B marketing has recently been worse than ever, even hostile. We could blame the market for that but, let’s face it: a lot of B2B marketing has been about us, not in service of our prospects. B2B marketers need to rebuild credibility and establish genuine connections.
Today’s tip is to use technology to build connection. Although martech has traditionally been used to help marketers with their needs such as automating go-to-market efforts, it can also be used to build stronger, more genuine, and more personalized relationships with prospects.
Here are three ways to shift your perspective and leverage technology to enhance the prospect experience:
1. Enhance Your Market Understanding in Powerful Ways
Explore technologies that can help you find and better understand your prospects. Outside of traditional database services, a new set of options include tools that can help you gather richer profiles of your prospects based on a wider variety of characteristics. These can scrape a broad set of data points and use AI to, for example, determine if the company is hiring for a specific role in the target’s department and what problem that may mean the target and company are trying to solve. Example technologies include Clay that creates and enriches your databases via a robust list of over 50 API connections and can AI generate prospecting emails or 6Sense which features these as well as a host of ABM-centric capabilities.
2. Create Interactive and Dynamic Personalized Experiences
Empower prospects by offering personalized experiences. Implement interactive decision-making tools such as product selectors, configurators, or solution finders. These interactive experiences guide prospects through a self-tailored journey, helping them identify the best-fit solutions for their specific requirements. Platforms like Apester enable the creation of interactive experiences across multiple platforms, allowing prospects to customize their own journey and find the solutions that meet their needs.
You can take personalization further by delivering dynamic content adapted to those individual customer preferences and behaviors. Leverage content management systems and personalization engines to dynamically tailor content, product recommendations, and offers based on the prospect’s real-time choices and behavior. By providing personalized recommendations and relevant content, you can enhance the customer experience, boost engagement, and drive conversion rates.
3. Unlock AI Capabilities
No technology discussion this year would be complete without mentioning AI. While there is
much hype and already some examples of what not to do, you can leverage AI to automate time-consuming tasks and streamline processes that previously took time away from analyzing, developing insights, and engaging. Using AI platforms like ChatGPT to research and create high quality drafts of marketing communications can free up time to focus on enhancing content quality, building genuine connections and delivering tailored experiences. AI tools, used well, can also proactively deliver personalized experiences, recommendations, and offers, further strengthening the connection with customers and fostering loyalty.
Used in these ways, technology can elevate the B2B experience, cater to individual preferences, and create more meaningful experiences for your prospects. Give these strategies a try to increase trust, engagement and connection.
#b2bmarketing #martech #selling #personalization #tips
Related Posts
To see other tips for marketing in a low trust environment, read these related posts:
Tip 1: Get Personal Like a B2C Marketer
Tip 2: Build Authentic Connections
Video: Ask the CMO, What to do about hostile lead gen environment?
Discover more from JILL RICHARDS
Subscribe to get the latest posts sent to your email.
