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How Can You Use All that Data? 
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Some personalization efforts have a meaningful effect on the overall customer experience by making customers lives easier. Other tactics, particularly those that focus solely on messaging, may have a limited impact, leading to only minor improvements in marketing metrics—a slight bump in the email open rate or minuscule increase in click through rate—and no real change in business outcomes. Every bit counts, but personalization takes significant upfront investment and should be prioritized based on what matters most to customers. Don’t just personalize marketing, deliver a personalized experience. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
Marteq's insight:
Calling Rogers and Peppers...
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Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.
Marteq's insight:
Use of micro-segmentation completely eliminates the need for personas and predictive. It's one or the other, not belt and suspenders.
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Marteq's insight:
In the world of B2B, with the dataset relatively small vs. B2C, there is very little blocking the CMO to achieving true personalization and 1:1.
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Digest... While 1:1 marketing is a different ball game for B2B organizations, there are ways in which you can use this model to further your marketing goals. Here are some of the ways in which you can do so:
Build relationships: People buy from people they like. People buy from companies they like. There’s no easy button for this, but it’s not hard. You just need to care enough to want to build relationships.
Focus on individual customers: A B2B company typically has fewer, but larger, accounts. So, there’s a greater need to take up each customer individually and assess their needs, values, and expectations. The same is here as relationship building in general.
Manage customers in-between purchases: A B2B company has to manage, touch, educate, and serve their customers–even during these periods of frequent lulls. This is a challenging (and often overlooked) thing to do, unless you have a strong customer management team to create strategies to make use of these intervals. This is where email campaigns and social media come into play.
Help customers to manage their business: B2B businesses can gain a lot from helping their customers solve important business problems, not just within the area of their services, but also beyond it. This could be a key component of a B2B company’s content marketing efforts—developing content designed to assist customers in one or more ways to manage and grow their businesses, or offer helpful guidance.
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Marteq's insight:
From an interview with Peppers and Rogers pertaining to their book One to One B2B: Customer Development Strategies for the Business-to-Business World.
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Flat out not possible without robust and unified data collection procedures, and the right personalization technology.
The best personalization technology: write an email to someone you know.
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