It may be surprising to some, but B2B marketers aren’t as good as their B2C counterparts at targeting potential customers with content to create a more personal experience. We recently came across an enlightening post by Ecommerce World on the subject.
B2B Marketers Are Adapting
Retailers are great at creating a marketing experience. Just watch any Old Navy or Target commercial. These companies know their target audience and speak right to them.
However, when it comes to brands speaking to other brands, it can be more difficult. The good news is that this is starting to change. A recent study showed that over 20% of marketers are excited about optimizing the customer experience.
What Does This Mean for You?
First, it means that you should be excited, too. Second, it means that you have to start thinking about the content and marketing materials that will genuinely help continue the sales conversation with your leads.
Things like buyer personas, demographics, and firmographics have to be leveraged to create the resources your team needs to succeed in the future. In addition to that, you need to consider using automation in your marketing. Email funnels and segmented lists will help you organize your leads and improve your conversions.
Why? Because you’re shaping the customer experience.
Want Mojo to take a look at your content strategy? Get in touch with us today.