Bring up the topic of personalization and marketers undoubtedly reference Amazon and Netflix.
Amazon has an uncanny way of recommending related products to add to your shopping cart, while Netflix knows just the movie or show you’re in the mood for. While their personalization is indeed fantastic, they have a big advantage: your customer data. Amazon knows your detailed purchase history, while Netflix knows your detailed viewing history.
How can we create personalized experiences to acquire new customers? Looking at the success stories of Amazon and Netflix, we believe a detailed profile of user demographics is required. But in B2B marketing, detailed demographic and psychographic profiles aren’t needed. In fact, a small amount of data combined with relevant insights can go a long way.
In her Content Marketing World presentation, Personalization that Drives Profitable Engagement, Marketing Interactions CEO Ardath Albee says, “In B2B, we don’t need to know their shoe size and we don’t need to talk about their gender. We …