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The B2B marketing path to personalisation

Customers already expect your brand to be present across the different channels and devices they use. Your current challenge is to deliver right-time experiences that satisfy individual customer needs the moment they arise. To stand out, you must meticulously map the customer journey and identify - moments of experience/ truth etc along the way where you can deliver helpful, personalised offers in near real time that fit a specific context. This requires insight into customer profile information, including preferences, - interaction history, and social media connections, as well as location data.

Personalisation hinges on mapping customer purchase paths and creating compelling offers that meet consumers in the moment and invite them to take the next steps on their journey. Here is a four part framework, which describes a set of capabilities and approaches that facilitate personalisation: Customer context, personalisation engine, code of honor and offer and content execution.

As buyers interact with your brand, they leave behind a rich trail of “digital body language.” You can use these cues to build a unified view of their interests, preferences and social connections, as well as their interactions with your brand and the outcomes of those activities. Companies often face several obstacles in realising this objective. In some cases, they are simply not capturing the right kinds of data to enable effective personalisation. More often, however, demographic and behavioral data is siloed in disparate databases, or companies lack the ability to integrate enterprise customer data with third-party sources. The goal in solving these challenges is to bring relevant data streams together to understand each step of a customer’s purchase journey better, so you can take steps to improve that process incrementally over time.