Websites play a much bigger role than ever in terms of acquiring high quality B2B leads. Several articles and infographics (which we fondly mentioned in most of our articles) point to an increase this year of the average content marketing spend.
Notwithstanding startups, large enterprises are contemplating a huge hike in spending for digital marketing efficiency.
At present, focus is placed on personalized content. Buyers across B2C and B2B arenas have become much more perceptive with regards the messages they receive online and through traditional modes. This is backed by statistics from Triblio.com explaining that more than 50% of marketers see content personalization as a key ingredient to marketing efficiency as “personalized web experiences” promise sales increases by up to 20%.
These are facts on the surface. Surely, businesses can get a lot more when they delve into the best benefits that personalized websites can offer them.
Here are the top three as seen on an article by IronPaper.com:
Increased conversions. “Leads who are nurtured with targeted content produce a 20 percent increase in sales opportunities.” – Demand Gen.
A personalized website fuels digital sales by catering to your customers’ needs; building customer trust; and making it easier for buyers to make purchasing decisions. The B2B companies we work with have found that a personalized user experience typically leads to an increase in sales, leads, nurtured SQLs, sign-ups, and overall conversions.
Efficient communication. “Calls-to-action targeted to the user had a 42 percent higher view-to-submission rate than calls-to-action that were the same for all visitors.” – HubSpot.
Personalized content gets results, by ensuring that your company delivers the right information to the right customers — exactly when they need it. It enhances your reputation; allows for meaningful and efficient interactions with buyers; and ultimately drives sales.
Enhanced loyalty. A personalized user experience demonstrates to B2B buyers that your company appreciates and listens to them. It shows that you strive to make their lives easier, by offering relevant information that allows them do their jobs more efficiently. They inevitably reward that ease of use and attention to detail with their trust, loyalty, and continued business.
No doubt about it. While businesses can rely on using their own methods of engaging their audience, they cannot shrug off the fact that putting the buyer at the center is what drives real marketing results. Effective customer relationships are also the same thing that allows us to provide the best numbers in terms of quality leads and appointments.