“With many brands spending the past two years focusing on data and integrations, I predict that the next several years will focus taking advantage of the singe view of the customer.”Optimizing for B2B personalization includes optimizing for SEO & writing essentially good content after refining the data-points & includes the following main steps:
a. Optimize the Google Core Algorithms such as BERT:Marketers need to write content that not only is contextual & SEO friendly but also translates the big data trends into actionable signals that break the silos between several marketing endeavors & helps marketers integrate their endeavors for optimized users’ experiences & sales conversions. A content abiding by the principles of ‘E-A-T’ (Expertise, Authoritativeness & Trustworthiness) automatically optimizes the content for the unsupervised model called BERT (Bidirectional Encoder Representations from Transformers) which one of Google’s core algorithmic updates. BERT is a bi-directional, pre-trained unsupervised natural language processing (NLP) model that looks into words before & after entities & context pre-trained on Wikipedia to provide a better understanding of semantic.
b. Articulate Your B2B Email Marketing Personalization to be Industry Specific:In a research conducted by Corporate Visions, a sales skill training & marketing messaging company industry emails had 24% higher Click-Through-Rates (CTRs) & almost 50% higher meetings set than emails personalized according to demography, personal and industrial information or personal & company information. Industry-specific targeting helps optimize B2B personalization. Ardath Albee, CEO of Marketing Interactions stresses that marketers shouldn’t overdo personalization. The report by Corporate Visions summarizes that prospects are more intrigued by a sense of curiosity when they come to learn about something that helps them discover an industry-specific resolution devised by the marketers through their products or services: “So when you share a story about how a similar company struggled & solved a common industry concern, (the recipients are) better able to project themselves into the story and eager to find what happened next.” According to a report published in Content Marketing Institute, one doesn’t require to refine personalization as per demographic & psychographic profiles. The mere utilization of data relevant to the prospects’ industry can help in optimizing B2B personalization.
“We’re at the beginning of a golden age of AI. Recent advancements have already led to an invention that previously lived in the realm of science fiction – and we’ve only scratched the surface of what’s possible.”Conversation AI will assist in the improvement of B2B personalization in 2020 in the following ways:
d. Use Intent Data:Intent data helps marketers predict the purchase intent of their prospects, customers and website visitors. Intent data can be first-party as well as third-party. Integration of the Intent-data with Martech tools & CRM helps marketers in optimizing their data-driven-decision-making process. Optimizing B2B personalization in 2020 depends on how marketers use predictive insights derived from intent data analysis:
e. Understand that Google’s 2020 core Algorithmic Updates will volatile rankings & act accordingly:Google updated its core search engine algorithms in January 2020 & as a result followed the featured snippet update on January 22. The key features of the update are as follows & marketers need to understand them & effectively use SEO data to tailor B2B personalization: