We live in a personalized world. Netflix, Amazon, Spotify, and almost every service we access online now curates content according to our tastes. That means when we sit down to view, purchase, or stream, we no longer need to waste time scrolling through content we would never in a million years care about. Instead, because of analytics, what we want is immediately on our screens waiting to be digested.
B2B buyers want the same experience. Because they have grown accustomed to curated content, they expect the same level of personalization. It’s no longer okay to just slap a potential buyer’s logo on a PowerPoint. Instead, marketers need to develop ways to deliver content and experiences that speak to the individual buyer’s needs and industry.
Besides living in a personalized world and expecting it in their business, buyers also want custom content because they don’t want to feel like they’re being treated like everyone else. Why should they be excited by what you’re selling if you’re framing it the same way to their competition? You content only matters if it tells them something new about their business, not the business down the hall. Because, at the end of the day, they want to lead the pack, not follow.
There are several methods you can adopt to personalize content for buyers. Animated Explanations give them interactive experiences that allows them to see the direct impact of complex decisions, for example. ROI calculators deliver real cost efficiency, profitability, and savings. Augmented Reality gives buyers a chance to “see” how certain complex products look and how they fit into their overall process. Product Builders allow you to build the exact product your buyer had in mind.
All of these, and more, improve the sales experience for the buyer because they get answers, no matter how big or small, and they can make discoveries about what they need to make them profitable and more efficient.
But to get there you need to know what they do, how they operate, the markets they serve, and more. That takes personalized content, making you the authority on the buyer, so they become the authority in their market.
How do you strengthen the sales experience for the buyer? Read Showpad’s new report, Building a Better Buyer Experience. In it, you’ll explore the components of a better buyer experience and learn practical tips and recommendations.
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