In a world where customers have access to an infinite amount of information, personalized experiences make an impact in addition to generating a differentiating starting point, simplifying long and complex buying journeys for the end customer and making marketing and sales teams more efficient. Ultimately, this is why personalized experiences have become a key B2B buying criteria and why they drive business growth.
For B2B companies to design and deliver personalized and contextually relevant experiences at scale, they need a complete and actionable view of each customer, the ability to deliver personalized messages through content, or conversations, at every interaction, and close coordination between marketing and sales teams.
Data is the foundation of every personalized experience. In B2B, this means having a complete picture of the customer – every person on a buying team and the entire context of an account – to tailor content or customer experiences and be able to predict the impact of each interaction on projects and revenue.
How does Adobe Experience Cloud specifically impact the B2B segment?
Adobe Real-time CDP helps sales teams unify people and account profiles to drive more consistent and personalized customer experiences. Similarly, the integration of Real-Time CDP with Adobe Marketo Engage gives B2B companies the ability to centralize customer activity across multiple Marketo Engage instances and can now activate more complete audiences in Marketo Engage by creating leads or missing contacts.
To give B2B marketing teams the information they need about the impact of each customer interaction on projects and revenue, at the core of the strategy internal teams must combine comprehensive, centralized customer data within Adobe Real-Time CDP, powered by the Adobe Experience Platform, with Adobe’s market-leading B2B attribution capabilities. By bringing the two together, marketing teams can accurately assess the performance of specific channels (website, social media, or paid ads) and campaigns, and make necessary changes to budgets or channels to maximize marketing impact and ROI. For example, a B2B company that invests in paid media through ad networks, event sponsorships, in-person and virtual field events, direct mail, and a variety of digital marketing channels can understand how the ROI of more expensive efforts compares to the ROI of less expensive ones and shift spending accordingly.
Adobe Marketo gives B2B marketers up-to-the-minute visibility into pipeline and revenue drivers, down to an individual piece of content or creative, and with a variety of pre-configured, customized and AI-powered attribution models, so marketing leaders get incredibly accurate information when they need it for monthly, quarterly and annual planning. In addition, all members of the marketing team can make better data-driven decisions on a day-to-day basis for their individual areas.
Make conversations personal
To give customers the personalized experiences they value, brands have to create a lot of content across multiple channels. But a personalized experience is as much about conversations as it is about content. Marketing teams can easily deploy the right chat based on detailed lead and account attributes to fully integrate chat into their lead- or account-based multichannel strategies. Marketers can also quickly understand how many conversations have occurred, interaction rates, conversation completion rates and sales meetings booked.
To streamline multichannel engagement, brands can now create API-based workflow actions and custom campaigns that marketers can access in the UI and use in the campaign creation process. With self-service flow steps, customers can simplify the creation and execution of multichannel campaigns.
Marketing and sales coordination
To successfully drive customer experiences that result in business growth, marketing and sales teams must be aligned on the best accounts and have seamless coordination when engaging them. Marketing and sales teams must now act as one. Predictive lead and account scoring uses artificial intelligence, powered by Adobe Sensei, to predict how likely a prospect or account is to purchase a product or service based on their attributes and engagement, such as site interactions, form completions and more, which reflect previous buyers.
Coordination between the two teams is critical when both are engaging the same accounts. Sales reps can see a prioritized list of leads and accounts that are most likely to close. With a single system for customer activity across all teams, marketers can automatically start and stop campaigns based on sales engagement, and sales teams can see all sales development activity and marketing efforts for their accounts together in a single view. The result is a more consistent and personalized customer experience, more effective sales teams, and a higher return on marketing investment.
We are entering a new era of B2B customer experience, it’s time to gather and act on your customer data, to automate AI-driven customer journeys and to understand the business impact of all your marketing efforts. Let’s make the digital economy personal together.
Source: Adobe Blog