As B2B marketers look to improve upon the way they connect with customers and prospects, new research suggests that personalization is critical to delivering a positive experience.
McKinsey and Company recently published a report titled, “The New B2B Growth Equation,” and research indicated organizations that personalized marketing and sales initiatives more closely to the individual customer were likely to have gained market share in 2021. This was through tactics, such as direct one-on-one communication.
“Providing customers with intuitive interfaces, warm transitions across channels, and speed, transparency and expertise have become major market differentiators,” wrote the authors of the report.
Similarly, many B2B marketers who adopted an omnichannel approach also gained more market share in 2021. This falls in line with data that suggests B2B customers now use an average of 10 distinct channels during their buying journey.
B2B Marketers Hesitant to Adopt an Omnichannel Approach
Although omnichannel marketing has demonstrated many benefits, previous research suggests that not all B2B marketers have adopted this type of strategy just yet.
HipB2B teamed up with Ascend2 to conduct “The State of Demand Generation” report, and data indicated that just 25% of B2B marketers are currently utilizing omnichannel marketing tactics. In addition, only 11% have an official omnichannel strategy in place that is measurable across all channels.
Some of the benefits that respondents associated with using an omnichannel approach include improved lead quality (43%), increased ROI/sales (43%), and increased brand awareness (41%).