A few weeks ago one of our marketing mavens, Monique, gave me an article to read titled, “The Rise of the B2B Customer Experience Imperative.” The article made great points about how in today’s customer-driven economy, B2B companies need to adopt strategies that are prominent in the B2C space (such as personalization) that are contributing to rising customer expectations.
One quote in particular from the article got the personalization wheels turning in my head.
“Shopping behavior on the B2B customer side continues to change dramatically…Companies will have to act across channels to forge connections with their customers and build loyalty. To successfully do so, commerce will become more personal, concentrating on individual needs and supporting individual behavior exceeding the focus on transactions.”
-Roy Machielsen, Osudio
Individual needs? Individual behavior? That means personalization!
Personalization is critical for B2B organizations so that they can provide hyper-relevant digital experiences across sales cycles that are often long and require some nurturing. Through personalization, B2B organizations can guide customers to the content and offerings they are seeking most efficiently and effectively.
In order to help all you B2B folk, let me introduce this personalization progression series. Through the next few posts, I will walk through ways that B2B organizations can improve their customer experience by taking a cue from B2C companies to connect with customers and support individual behaviors with personalization in Sitecore. Next up on the docket? Explicit personalization.
So stay tuned, and stay thirsty … there’s more personalization goodness coming your way.
