Constantly evolving, marketing keeps the same objective: to attract customers and retain them … Recently, the trend is towards individualized marketing, also called personalized or “one-to-one” marketing . This marketing is based on satisfying customer needs, based on customer experience while creating a privileged relationship with them. How can it be applied to the daily life of a BtoB company?
At Phone Partners , we have been involved in customer relations for decades, and we have seen it evolve, while adapting our practices. Today, we invite you to share our thoughts on personalized marketing .
Individualized marketing: definition
“Customer-centric” marketing email data strategies are all the rage, but individualized marketing is taking this trend even further. Individualized marketing (one to one) is a practice that consists of adapting communication and promotion to each customer. Better than that, as Stéphane Amarsy, CEO and founder of D-AIM, describes in a Frenchweb article : “Today, each campaign is the subject of a compromise between the value proposition and the customers I am going to contact. Let’s do away with that! We reverse the model, we start with the customer, individually. Everything has changed.”
Of course, by adapting our strategy to each client, we are positioning ourselves as the opposite of mass marketing.
The major steps towards personalized marketing
To offer a commercial relationship adapted to the customer, whether BtoB or BtoC, the first step is to know this customer better.
To do this, it is important to collect data on your customers, by qualifying your database via a CRM , but also by using behavior analysis tools. Thus, identifying the behavior of a customer on your site for example:
- the location and average age of visitors to a site
- the ways in which visitors arrived at the site
- the average time spent on each page
- the average number of pages visited per session
- the preferred channel for navigation
- the frequency and average of purchases made
The purpose of collecting this information is to better understand each customer’s journey and to be able to offer marketing tailored to their needs. Indeed, marketing will focus on the category of customer who wants to buy but needs to be supported in their process.
What tools for your personalized marketing?
To be able to set up personalized the professionals have full capacity and experience marketing, the finesse of the analysis is very important. Of course, tools exist such as targeted advertising on the internet , which allow you to offer the right message to the right person, while targeting a part of the population (women aged 30-45, mothers, urban for example).
Personalized emails or newsletters are also an interesting option in order to personalize the content and adapt it to each client.
Content marketing , which offers ar numbers content adapted to its target (videos, articles) has a double advantage: it allows you to naturally attract prospects to the seller but also improves the natural referencing of a site.
Of course, social media marketing (via social networks) remains one of the tools of the moment. Partnerships with influencers, or micro-influencers, allow you to target specific and detailed communities. But let’s not forget that people remain the key value of the moment and that it is essential to also bring exchange, listening and empathy to the heart of this strategy despite a general trend towards automation. Thus, phoning or telemarketing remains the most personalized channel of exchange
At Phone Partners , we offer to take charge of all the individualized marketing part of your BtoB customers, because each company deserves to know the services of another when it needs them. From prospecting to customer follow-up, from database qualification to satisfaction surveys , we consider each of your customers (and prospects) in a personalized way.
Partner of SMEs and major accounts in industry, construction and services, since 1986, Phone Partners supports Directors, Sales Managers and Customer Relations Managers in the management of remote commercial relations, by integrating all these specificities into its solutions.
