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© 2017 eMarketer Inc.
Made possible by
B2B Personalization: How to Deliver
Custom Experiences to Buyers
Jillian Ryan
Analyst
April 6, 2017
© 2017 eMarketer Inc.
Today’s agenda
 The journey to personalized marketing in B2B
 Buyers want personalization and marketers try to deliver
 Using data to know your target buyers and accounts
 Making website and content personalization work
 Beyond your website—personalization across channels
 B2B personalization and the future
© 2017 eMarketer Inc.
The Journey to
Personalized Marketing
in B2B
© 2017 eMarketer Inc.
The spectrum of marketing messages
Mass One to one
© 2017 eMarketer Inc.
What’s wrong with mass marketing?
“The problem is companies are still just
blasting to people without knowing
whether they are in their target
audience or who they are and what
they want/need. That doesn’t work. All of
the messages delivered should be very
personalized to your company, your industry. It
should be relevant.”
—Adam Schoenfeld, CEO and Co-Founder, Siftrock
© 2017 eMarketer Inc.
Personalization’s impact on the B2B funnel
A high volume of leads
is needed at the top of the
funnel to generate and
maintain a strong pipeline
A lesser volume of leads
is needed at the top since
better targeting results in
higher conversions
© 2017 eMarketer Inc.
Personas can help with relevancy
“Personas are a step in
the right direction. We
try to get that down to four or
five groups so that we
understand how they seek
information and how they
digest it.”
—Scott Gillum, President and
Channel Marketing Practice
Leader, gyro
© 2017 eMarketer Inc.
Segments can provide more tailored targeting
“B2Bs are personalizing
communications to the
segment. A simple
segmentation that’s very common
in B2B: a technical buyer vs. a
business buyer. We personalize to
the individual with their name, but
each segment gets a message
tailored to their role.”
—Ruth Stevens, President, eMarketing
Strategy
© 2017 eMarketer Inc.
But is there a distinction between segmentation
and personalization?
“Some B2Bs think they are doing personalization,
when really they’re just doing the same
segmentation that marketers have always done.
But what’s exciting about personalization is the
data that’s available now allows much
more customized experiences that are
getting to the level of potentially one-to-
one personalized experiences.”
—Chris Goward, Founder and CEO, WiderFunnel
© 2017 eMarketer Inc.
Buyers Want
Personalization and
Marketers Try to Deliver
© 2017 eMarketer Inc.
Buyers of all generations appreciate
personalized communications
Technology buyers who find personalized communications valuable:
Younger Millennials: 78%
Older Millennials: 73%
Gen Xers: 68%
Source: LinkedIn, March 2017
© 2017 eMarketer Inc.
Buyers want to know: ‘What’s in it for me?’
94%
of B2B buyers chose the winning
vendor because the company
demonstrated a stronger knowledge
of their needs
Source: Demand Gen Report, June 2016
 B2Bs demonstrate this
knowledge through
personalization, on two
levels:
– Tailored to the individual
buyer/prospect
– Developed for a specific
account/company
© 2017 eMarketer Inc.
Buyers want content and web experiences that
are tailored to their company
69%of B2B buyers said relevant
content that speaks directly to
their company was important
when conducting vendor
research
45%of B2B buyers want a relevant
website experience that
speaks directly to their
company or industry
Source: Demand Gen Report, June 2016
© 2017 eMarketer Inc.
For B2Bs, website personalization is not widely
adopted
 Less than 30%
of US B2B
marketers
currently use
website
personalization
technology
© 2017 eMarketer Inc.
Personalizing content it still a fairly new
marketing approach …
 More than half of
US marketers
have been
personalizing
content for two
years or less
 Only 18% have
been executing
this approach for
five or more years
© 2017 eMarketer Inc.
… and marketers face many hurdles to delivering
personalized content
 59% of marketers
don’t personalize
content because they
don’t have the
technology, bandwidth
and resources
 53% cite a lack of
needed data and 28%
say it is too difficult
© 2017 eMarketer Inc.
Using Data to Know Your
Target Buyers and Accounts
© 2017 eMarketer Inc.
B2Bs are embracing big data and analytics
70%of B2B marketers worldwide
use big data, historical
information and predictive
analytics to improve marketing
effectiveness
38%of B2B marketers worldwide
think a key benefit of
marketing analytics is
identifying precise
customer needs
Source: Progress, March 2016 Source: Regalix, April 2016
© 2017 eMarketer Inc.
B2B marketers use multiple methods to learn
about target audiences
 Around half use
website analysis,
keyword search,
employee feedback and
competitive analysis
 Used less frequently
are database analysis
and auditing existing
buyer data
© 2017 eMarketer Inc.
Other data sources are varied
 Again, website analytics
is a top source, as is
social media metrics
 Data from customer
service records and
customer surveys were
used by less than half
 CRM systems and third-
party databases are
used less frequently
© 2017 eMarketer Inc.
Data provides insight, enabling personalization
 Marketers use data to
determine:
– Who the prospect is and their role
in the organization
– What business pain points and
problems that prospect has
– How to position your product or
service as a helpful solution
– When to speak directly to them
with that message
© 2017 eMarketer Inc.
Descriptive and behavioral data are key data
tactics used by marketers for personalization
41% use
descriptive data
– Basic demographic information
about who the buyer is
– Includes the prospect’s name,
title, company name, location,
email address, telephone
number and more
39% use
behavioral data
– Provides information about the
buyer’s interactions with marketing
materials
– Includes what pieces of content
were downloaded, how many
emails were opened, what was
clicked on the website and more
Source: Demand Metric, February 2016
© 2017 eMarketer Inc.
Understanding a buyer’s intent helps create
personalized messaging
“If we can understand their needs and interests,
especially if we already have a relationship with them, then
we can understand better where they are in the
buying process. Next we can come up with
messages that are designed to move them to
the next level, closer to where we want them to go. That
is where the communications creativity comes in.”
—Ruth Stevens, eMarketing Strategy
© 2017 eMarketer Inc.
Descriptive data isn’t always reliable
“The problem is job titles vary greatly between
different organizations, and the decider within an
organization can also vary pretty widely. But if we
look at intent signifiers, these behavioral
pieces of data are so much more
valuable. They really answer the questions that
help B2Bs get better acquisition.”
—Justin Adler, Director, Product and Marketing,
SourceKnowledge
(Editor’s Note: Alder is now Head of Operations at Ferst Digital)
© 2017 eMarketer Inc.
Combining data sources to fine-tune the target
audience
“We stay away from third-party data sources to
know that we’re reaching the core audience. It is a
combination from their CRM, lead generation, data
management platform or from a core niche site. We
use analytics to validate the audience with
intent signals, like the target’s activity on
the site or engagement with the content,
to ensure that the audience is right.”
—Whitney Powell, Media Director, DWA
© 2017 eMarketer Inc.
Starting at the account level and developing a
personalized communication strategy
“It usually starts off by account identification and
industry characteristics. Then we build a profile
through LinkedIn and HubSpot data to
understand who and what we know inside
of the account. After, we can start to fine-tune
messages based on their actions.”
—Peter Middleton, Vice President, North America, Comptel
© 2017 eMarketer Inc.
Consumer data isn’t off limits, either
 Weight Watchers, a client of Stirista,
uses consumer data to supplement its
B2B database.
 To sell its corporate wellness program,
WW sought out C-level execs with an
interest in health and fitness.
 Merging these lifestyle attributes with
B2B buyer profiles, WW engaged
prospects with personalized
communications tailored to their
personal interests.
© 2017 eMarketer Inc.
Staying focused on relevancy is key for
personalized messages
“A personalization messaging strategy
has to start from the core, most
important value proposition for my
buyers. B2Bs must use relevant data
points and not focus on fluff around the edges.
Then you can test and validate whether that
different approach matters to those different
buyers.”
—Chris Goward, WiderFunnel
© 2017 eMarketer Inc.
The union of data analytics and creative
messaging is key
“Leveraging data analytics and relevant
creative communications are necessary.
You may have amazing technology and data, but if
you don’t actually create a good experience and
message behind that is relevant, you won’t be
successful in personalization. And you may be
amazing at creative, but unless the message is data-
driven, it won’t work either.”
—Rishi Dave, CMO, Dun & Bradstreet
© 2017 eMarketer Inc.
Making Website and Content
Personalization Work
© 2017 eMarketer Inc.
Using marketing data for content personalization
is effective
51%
of US B2B marketers say content
personalization is the most
effectiveness use of marketing data
© 2017 eMarketer Inc.
Half of B2Bs who use website personalization
technology say it is effective
 But 40% also say
they are not sure
whether the
technology is
effective, and 11%
believe it is not
© 2017 eMarketer Inc.
Machine learning allows websites to dynamically
personalize based on past actions
“A lot of the personalization we do for
the individual is based on behavior. So if
a buyer clicks something on the site, it responds
and shows them what they indicated they want to
see. Our navigation and content will reorder itself
based on their actions. This is
personalization very far up the funnel.”
—Stephanie Robotham, Vice President, Corporate
Marketing, Optimizely
© 2017 eMarketer Inc.
In advanced cases, content is personalized for
the target before it renders on the site
 Only 17% of US
marketers are
personalizing
the vast
majority of their
content before
the target
audience sees it
© 2017 eMarketer Inc.
Producing and delivering personalized content in
real time
“We’re producing personalized content
and delivering it in real time. Essentially
within 300 milliseconds, we have to predict,
assemble content and dynamically
construct it based on the customer
profile. That’s how we deliver unique and
compelling experiences in an always-on
manner.”
—Todd Forsythe, Senior Vice President, Digital
Marketing, Dell
© 2017 eMarketer Inc.
Personalizing website content at the account
level before the audience views it
“Using IP-detection technology, we
personalize the website for 23 very
strategic accounts where the imagery
and content are altered before the
page loads. This is account personalization
that is designed to resonate.”
—Stephanie Robotham, Optimizely
© 2017 eMarketer Inc.
Personalized content is a pillar of account-based
marketing (ABM) strategies
49% 47%
of US B2B marketers deliver
personalized/custom content
for each account for ABM
currently use personalized
website content to deliver
targeted offers to their
ABM list
Source: Demand Gen Report, EverString and Domo, August 2016
90% plan to use in the future
© 2017 eMarketer Inc.
Beyond Your Website:
Personalization Across
Channels
© 2017 eMarketer Inc.
Email is a big piece of the personalization puzzle
60%use an email experience engine that
determines which individuals get which
emails and when
55%
use triggered emails based on site activity
Source: Monetate, December 2016
© 2017 eMarketer Inc.
B2B marketers are implementing behavior-based,
personalized email campaigns
40% 28%personalize their lead
nurturing program with a
series of emails determined
by the buyer’s actions and
interest
use demographic and
firmographic data to
implement behavior-based
email programs to support
personalization
Source: Dun & Bradstreet, December 2015Source: Salesforce Pardot and emedia, July 2016
© 2017 eMarketer Inc.
Improving email
personalization is
both a: significant
goal (43%) and
barrier to success
(39%) for email
marketing,
according to B2B
marketing decision-
makers worldwide
© 2017 eMarketer Inc.
B2Bs turn to advertising to deliver custom
experiences
69%use online targeting to alter digital experiences
based on behavioral attributes
57%
use demographic, technographic or other
static attributes
Source: Monetate, December 2016
© 2017 eMarketer Inc.
Programmatic advertising is an enabler of
personalization
“Programmatic provides the mechanisms for
B2Bs to be precise. It’s an opportunity for
advertisers to create more value for the single
decision-maker and the committee that
influences the decision to buy a product. Great
data allows programmatic to be one-to-
one marketing that is personalized to
the context and state of mind of the
decision-maker.”
—Bob Ray, Global CEO, DWA
© 2017 eMarketer Inc.
B2Bs can use lookalike models to execute
personalization
52%
of US B2B marketers currently use
lookalike targeting as a data-driven
advertising and marketing tactic
23% more
plan to do so in 2017
Source: Dun & Bradstreet and
Adweek BrandShare, September 2016
© 2017 eMarketer Inc.
Sales professionals also named personalization
as a Top 5 sales objective
37%
of sales professionals worldwide
want to provide the customer with a
more personalized experience
Source: Salesforce, August 2016
© 2017 eMarketer Inc.
The best personalization strategies work
seamlessly, across channels
“Personalization
should be
synchronized
across the touch
points wherever
buyers are. Often
that’s email, the website
and even ads on social.”
—Chris Goward,
WiderFunnel
“The hardest thing is
connecting with buyers
and getting their
attention. It’s got to be
a multichannel
approach,
personalized, and
contextual.”
—Tyler Lessard, Vice
President, Marketing, Vidyard
© 2017 eMarketer Inc.
Yes, even offline channels!
“When we think about personalization at Dun &
Bradstreet, no matter where that account
or buyer goes, whether it’s digitally or
offline at an event, we create a personal
experience for them. We have to understand
both interactions that a customer has with us,
whether it’s digital, it’s at an event or some other
way, and tie that data back into our systems.”
—Rishi Dave, Dun & Bradstreet
© 2017 eMarketer Inc.
B2B Personalization
and the Future
© 2017 eMarketer Inc.
Personalization is only just getting started
 Just 6% of
marketers said their
implementation of
personalization
strategy was
advanced
 56% say they are in
the process
 The other 28% are
just starting out
© 2017 eMarketer Inc.
Dell’s journey to one-to-one is not far off
“We’re building an infrastructure stack as
part of a three-year journey, with the
ultimate goal of delivering one-to-one
personalized content across channels and
devices. Essentially, it’s a big data environment with
a machine-learning predictive engine that looks at
behavioral and purchase data, and then predicts the
next likely action programmatically.”
—Todd Forsythe, Dell
© 2017 eMarketer Inc.
Still, proceeding with caution is advisable
“Marketers assume that a personalized
experience will obviously get better
results for them, but it’s not always the
case. If marketers don’t take a rigorous approach
to it, they can actually waste a lot of their time.
Personalization should be approached at
the right stage in their evolution of their
marketing. If segmentation is still an issue,
personalization might be phase two or three in the
evolution of the approach to your messaging.”
—Chris Goward, WiderFunnel
© 2017 eMarketer Inc.
But personalization technologies might be the
future
45%of marketing executives worldwide think that personalization
technologies are a trend that will have the biggest impact on
marketing companies by 2020
Source: Economist Intelligence Unit (EIU), April 2016
© 2017 eMarketer Inc.
Let’s recap
 For B2Bs, there are different types of custom marketing on
the road to true one-to-one personalization.
 Buyers see the value in having tailored experiences and
content, and marketers are working to meet the demand.
 Multiple descriptive and behavioral data sources are needed
for B2Bs to understand their target buyers and accounts,
and ultimately to craft relevant messages for them.
 Dynamically personalized web experiences and content are
a major pillar of personalization, but marketers need to
think about delivering custom messages across all
touchpoints.
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© 2017 eMarketer Inc.
Learn more about digital marketing with an
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Q&A Session
Made possible by
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To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Jillian Ryan
Analyst
B2B Personalization: How to
Deliver Custom Experiences to
Buyers
 Personalization in Retail: The Latest Trends and Challenges
 Marketing Technology 2017: Putting Customer Data at the Center
 Best Practices for Consumer Privacy and Personal Data:
Maximizing Value Without Getting Creepy
 Customer Acquisition in the US: A Focus on Data, Audience and
Lifetime Value
 At B2Bs, Account-Based Marketing Trends Upward as
Technology Plays Bigger Role

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B2B Personalization—How to Deliver Custom Experiences to Buyers

  • 1. © 2017 eMarketer Inc. Made possible by B2B Personalization: How to Deliver Custom Experiences to Buyers Jillian Ryan Analyst April 6, 2017
  • 2. © 2017 eMarketer Inc. Today’s agenda  The journey to personalized marketing in B2B  Buyers want personalization and marketers try to deliver  Using data to know your target buyers and accounts  Making website and content personalization work  Beyond your website—personalization across channels  B2B personalization and the future
  • 3. © 2017 eMarketer Inc. The Journey to Personalized Marketing in B2B
  • 4. © 2017 eMarketer Inc. The spectrum of marketing messages Mass One to one
  • 5. © 2017 eMarketer Inc. What’s wrong with mass marketing? “The problem is companies are still just blasting to people without knowing whether they are in their target audience or who they are and what they want/need. That doesn’t work. All of the messages delivered should be very personalized to your company, your industry. It should be relevant.” —Adam Schoenfeld, CEO and Co-Founder, Siftrock
  • 6. © 2017 eMarketer Inc. Personalization’s impact on the B2B funnel A high volume of leads is needed at the top of the funnel to generate and maintain a strong pipeline A lesser volume of leads is needed at the top since better targeting results in higher conversions
  • 7. © 2017 eMarketer Inc. Personas can help with relevancy “Personas are a step in the right direction. We try to get that down to four or five groups so that we understand how they seek information and how they digest it.” —Scott Gillum, President and Channel Marketing Practice Leader, gyro
  • 8. © 2017 eMarketer Inc. Segments can provide more tailored targeting “B2Bs are personalizing communications to the segment. A simple segmentation that’s very common in B2B: a technical buyer vs. a business buyer. We personalize to the individual with their name, but each segment gets a message tailored to their role.” —Ruth Stevens, President, eMarketing Strategy
  • 9. © 2017 eMarketer Inc. But is there a distinction between segmentation and personalization? “Some B2Bs think they are doing personalization, when really they’re just doing the same segmentation that marketers have always done. But what’s exciting about personalization is the data that’s available now allows much more customized experiences that are getting to the level of potentially one-to- one personalized experiences.” —Chris Goward, Founder and CEO, WiderFunnel
  • 10. © 2017 eMarketer Inc. Buyers Want Personalization and Marketers Try to Deliver
  • 11. © 2017 eMarketer Inc. Buyers of all generations appreciate personalized communications Technology buyers who find personalized communications valuable: Younger Millennials: 78% Older Millennials: 73% Gen Xers: 68% Source: LinkedIn, March 2017
  • 12. © 2017 eMarketer Inc. Buyers want to know: ‘What’s in it for me?’ 94% of B2B buyers chose the winning vendor because the company demonstrated a stronger knowledge of their needs Source: Demand Gen Report, June 2016  B2Bs demonstrate this knowledge through personalization, on two levels: – Tailored to the individual buyer/prospect – Developed for a specific account/company
  • 13. © 2017 eMarketer Inc. Buyers want content and web experiences that are tailored to their company 69%of B2B buyers said relevant content that speaks directly to their company was important when conducting vendor research 45%of B2B buyers want a relevant website experience that speaks directly to their company or industry Source: Demand Gen Report, June 2016
  • 14. © 2017 eMarketer Inc. For B2Bs, website personalization is not widely adopted  Less than 30% of US B2B marketers currently use website personalization technology
  • 15. © 2017 eMarketer Inc. Personalizing content it still a fairly new marketing approach …  More than half of US marketers have been personalizing content for two years or less  Only 18% have been executing this approach for five or more years
  • 16. © 2017 eMarketer Inc. … and marketers face many hurdles to delivering personalized content  59% of marketers don’t personalize content because they don’t have the technology, bandwidth and resources  53% cite a lack of needed data and 28% say it is too difficult
  • 17. © 2017 eMarketer Inc. Using Data to Know Your Target Buyers and Accounts
  • 18. © 2017 eMarketer Inc. B2Bs are embracing big data and analytics 70%of B2B marketers worldwide use big data, historical information and predictive analytics to improve marketing effectiveness 38%of B2B marketers worldwide think a key benefit of marketing analytics is identifying precise customer needs Source: Progress, March 2016 Source: Regalix, April 2016
  • 19. © 2017 eMarketer Inc. B2B marketers use multiple methods to learn about target audiences  Around half use website analysis, keyword search, employee feedback and competitive analysis  Used less frequently are database analysis and auditing existing buyer data
  • 20. © 2017 eMarketer Inc. Other data sources are varied  Again, website analytics is a top source, as is social media metrics  Data from customer service records and customer surveys were used by less than half  CRM systems and third- party databases are used less frequently
  • 21. © 2017 eMarketer Inc. Data provides insight, enabling personalization  Marketers use data to determine: – Who the prospect is and their role in the organization – What business pain points and problems that prospect has – How to position your product or service as a helpful solution – When to speak directly to them with that message
  • 22. © 2017 eMarketer Inc. Descriptive and behavioral data are key data tactics used by marketers for personalization 41% use descriptive data – Basic demographic information about who the buyer is – Includes the prospect’s name, title, company name, location, email address, telephone number and more 39% use behavioral data – Provides information about the buyer’s interactions with marketing materials – Includes what pieces of content were downloaded, how many emails were opened, what was clicked on the website and more Source: Demand Metric, February 2016
  • 23. © 2017 eMarketer Inc. Understanding a buyer’s intent helps create personalized messaging “If we can understand their needs and interests, especially if we already have a relationship with them, then we can understand better where they are in the buying process. Next we can come up with messages that are designed to move them to the next level, closer to where we want them to go. That is where the communications creativity comes in.” —Ruth Stevens, eMarketing Strategy
  • 24. © 2017 eMarketer Inc. Descriptive data isn’t always reliable “The problem is job titles vary greatly between different organizations, and the decider within an organization can also vary pretty widely. But if we look at intent signifiers, these behavioral pieces of data are so much more valuable. They really answer the questions that help B2Bs get better acquisition.” —Justin Adler, Director, Product and Marketing, SourceKnowledge (Editor’s Note: Alder is now Head of Operations at Ferst Digital)
  • 25. © 2017 eMarketer Inc. Combining data sources to fine-tune the target audience “We stay away from third-party data sources to know that we’re reaching the core audience. It is a combination from their CRM, lead generation, data management platform or from a core niche site. We use analytics to validate the audience with intent signals, like the target’s activity on the site or engagement with the content, to ensure that the audience is right.” —Whitney Powell, Media Director, DWA
  • 26. © 2017 eMarketer Inc. Starting at the account level and developing a personalized communication strategy “It usually starts off by account identification and industry characteristics. Then we build a profile through LinkedIn and HubSpot data to understand who and what we know inside of the account. After, we can start to fine-tune messages based on their actions.” —Peter Middleton, Vice President, North America, Comptel
  • 27. © 2017 eMarketer Inc. Consumer data isn’t off limits, either  Weight Watchers, a client of Stirista, uses consumer data to supplement its B2B database.  To sell its corporate wellness program, WW sought out C-level execs with an interest in health and fitness.  Merging these lifestyle attributes with B2B buyer profiles, WW engaged prospects with personalized communications tailored to their personal interests.
  • 28. © 2017 eMarketer Inc. Staying focused on relevancy is key for personalized messages “A personalization messaging strategy has to start from the core, most important value proposition for my buyers. B2Bs must use relevant data points and not focus on fluff around the edges. Then you can test and validate whether that different approach matters to those different buyers.” —Chris Goward, WiderFunnel
  • 29. © 2017 eMarketer Inc. The union of data analytics and creative messaging is key “Leveraging data analytics and relevant creative communications are necessary. You may have amazing technology and data, but if you don’t actually create a good experience and message behind that is relevant, you won’t be successful in personalization. And you may be amazing at creative, but unless the message is data- driven, it won’t work either.” —Rishi Dave, CMO, Dun & Bradstreet
  • 30. © 2017 eMarketer Inc. Making Website and Content Personalization Work
  • 31. © 2017 eMarketer Inc. Using marketing data for content personalization is effective 51% of US B2B marketers say content personalization is the most effectiveness use of marketing data
  • 32. © 2017 eMarketer Inc. Half of B2Bs who use website personalization technology say it is effective  But 40% also say they are not sure whether the technology is effective, and 11% believe it is not
  • 33. © 2017 eMarketer Inc. Machine learning allows websites to dynamically personalize based on past actions “A lot of the personalization we do for the individual is based on behavior. So if a buyer clicks something on the site, it responds and shows them what they indicated they want to see. Our navigation and content will reorder itself based on their actions. This is personalization very far up the funnel.” —Stephanie Robotham, Vice President, Corporate Marketing, Optimizely
  • 34. © 2017 eMarketer Inc. In advanced cases, content is personalized for the target before it renders on the site  Only 17% of US marketers are personalizing the vast majority of their content before the target audience sees it
  • 35. © 2017 eMarketer Inc. Producing and delivering personalized content in real time “We’re producing personalized content and delivering it in real time. Essentially within 300 milliseconds, we have to predict, assemble content and dynamically construct it based on the customer profile. That’s how we deliver unique and compelling experiences in an always-on manner.” —Todd Forsythe, Senior Vice President, Digital Marketing, Dell
  • 36. © 2017 eMarketer Inc. Personalizing website content at the account level before the audience views it “Using IP-detection technology, we personalize the website for 23 very strategic accounts where the imagery and content are altered before the page loads. This is account personalization that is designed to resonate.” —Stephanie Robotham, Optimizely
  • 37. © 2017 eMarketer Inc. Personalized content is a pillar of account-based marketing (ABM) strategies 49% 47% of US B2B marketers deliver personalized/custom content for each account for ABM currently use personalized website content to deliver targeted offers to their ABM list Source: Demand Gen Report, EverString and Domo, August 2016 90% plan to use in the future
  • 38. © 2017 eMarketer Inc. Beyond Your Website: Personalization Across Channels
  • 39. © 2017 eMarketer Inc. Email is a big piece of the personalization puzzle 60%use an email experience engine that determines which individuals get which emails and when 55% use triggered emails based on site activity Source: Monetate, December 2016
  • 40. © 2017 eMarketer Inc. B2B marketers are implementing behavior-based, personalized email campaigns 40% 28%personalize their lead nurturing program with a series of emails determined by the buyer’s actions and interest use demographic and firmographic data to implement behavior-based email programs to support personalization Source: Dun & Bradstreet, December 2015Source: Salesforce Pardot and emedia, July 2016
  • 41. © 2017 eMarketer Inc. Improving email personalization is both a: significant goal (43%) and barrier to success (39%) for email marketing, according to B2B marketing decision- makers worldwide
  • 42. © 2017 eMarketer Inc. B2Bs turn to advertising to deliver custom experiences 69%use online targeting to alter digital experiences based on behavioral attributes 57% use demographic, technographic or other static attributes Source: Monetate, December 2016
  • 43. © 2017 eMarketer Inc. Programmatic advertising is an enabler of personalization “Programmatic provides the mechanisms for B2Bs to be precise. It’s an opportunity for advertisers to create more value for the single decision-maker and the committee that influences the decision to buy a product. Great data allows programmatic to be one-to- one marketing that is personalized to the context and state of mind of the decision-maker.” —Bob Ray, Global CEO, DWA
  • 44. © 2017 eMarketer Inc. B2Bs can use lookalike models to execute personalization 52% of US B2B marketers currently use lookalike targeting as a data-driven advertising and marketing tactic 23% more plan to do so in 2017 Source: Dun & Bradstreet and Adweek BrandShare, September 2016
  • 45. © 2017 eMarketer Inc. Sales professionals also named personalization as a Top 5 sales objective 37% of sales professionals worldwide want to provide the customer with a more personalized experience Source: Salesforce, August 2016
  • 46. © 2017 eMarketer Inc. The best personalization strategies work seamlessly, across channels “Personalization should be synchronized across the touch points wherever buyers are. Often that’s email, the website and even ads on social.” —Chris Goward, WiderFunnel “The hardest thing is connecting with buyers and getting their attention. It’s got to be a multichannel approach, personalized, and contextual.” —Tyler Lessard, Vice President, Marketing, Vidyard
  • 47. © 2017 eMarketer Inc. Yes, even offline channels! “When we think about personalization at Dun & Bradstreet, no matter where that account or buyer goes, whether it’s digitally or offline at an event, we create a personal experience for them. We have to understand both interactions that a customer has with us, whether it’s digital, it’s at an event or some other way, and tie that data back into our systems.” —Rishi Dave, Dun & Bradstreet
  • 48. © 2017 eMarketer Inc. B2B Personalization and the Future
  • 49. © 2017 eMarketer Inc. Personalization is only just getting started  Just 6% of marketers said their implementation of personalization strategy was advanced  56% say they are in the process  The other 28% are just starting out
  • 50. © 2017 eMarketer Inc. Dell’s journey to one-to-one is not far off “We’re building an infrastructure stack as part of a three-year journey, with the ultimate goal of delivering one-to-one personalized content across channels and devices. Essentially, it’s a big data environment with a machine-learning predictive engine that looks at behavioral and purchase data, and then predicts the next likely action programmatically.” —Todd Forsythe, Dell
  • 51. © 2017 eMarketer Inc. Still, proceeding with caution is advisable “Marketers assume that a personalized experience will obviously get better results for them, but it’s not always the case. If marketers don’t take a rigorous approach to it, they can actually waste a lot of their time. Personalization should be approached at the right stage in their evolution of their marketing. If segmentation is still an issue, personalization might be phase two or three in the evolution of the approach to your messaging.” —Chris Goward, WiderFunnel
  • 52. © 2017 eMarketer Inc. But personalization technologies might be the future 45%of marketing executives worldwide think that personalization technologies are a trend that will have the biggest impact on marketing companies by 2020 Source: Economist Intelligence Unit (EIU), April 2016
  • 53. © 2017 eMarketer Inc. Let’s recap  For B2Bs, there are different types of custom marketing on the road to true one-to-one personalization.  Buyers see the value in having tailored experiences and content, and marketers are working to meet the demand.  Multiple descriptive and behavioral data sources are needed for B2Bs to understand their target buyers and accounts, and ultimately to craft relevant messages for them.  Dynamically personalized web experiences and content are a major pillar of personalization, but marketers need to think about delivering custom messages across all touchpoints.
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  • 59. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Jillian Ryan Analyst B2B Personalization: How to Deliver Custom Experiences to Buyers  Personalization in Retail: The Latest Trends and Challenges  Marketing Technology 2017: Putting Customer Data at the Center  Best Practices for Consumer Privacy and Personal Data: Maximizing Value Without Getting Creepy  Customer Acquisition in the US: A Focus on Data, Audience and Lifetime Value  At B2Bs, Account-Based Marketing Trends Upward as Technology Plays Bigger Role