Personalization4 Digital Marketing Trends that are Taking Over

As a fellow marketer, I think we can all agree that it feels like “innovative” marketing trends pop up over night. I’ve skimmed down a high level list of 4 digital marketing trends that aren’t going away any time soon. To no surprise, the overall theme is customer centricity. A customer-centric approach to all aspects of marketing ensures prospects are prioritized and current customers are valued. Check out the 4 trends you need to know below:

1. Rise of the buyer and the importance of customer experience
Prioritizing the customer continues to be a top concern for many sales and marketing organizations as buyers increasingly expect sales to help instead of sell and marketing to be targeted and personalized in their communications…

64% of customers say customer experience is more important than price when deciding who gets their business. – Customer Think

Sales and marketing must understand their buyers and act on those insights in order to satisfy empowered prospects and ultimately win their purchase decision. While this isn’t a new concept, organizations have been slow to meet the expectations of customers. However, those companies that have cracked the code are reaping the benefits. According to Shea & Company, after implementing a customer-centric marketing approach like website personalization, marketers saw a 19% uplift in sales, which transitions easily into the next trend…

2. Personalizing the B2B buyer experience
As someone that’s especially interested in website personalization, it was fantastic to see that more of my marketing peers are realizing the benefits of creating relevant experiences for their audiences.

In the simplest terms, personalization allows you to serve a targeted experience, to a specific audience segment, in real-time. By grouping audiences based on common characteristics, marketers can create target segments and only serve messages and offers relevant to each. While most marketers personalize email communications, those that extend their personalization efforts to their website see tremendous lift in their cross-channel efforts.

According to a 2014 survey by Gartner, by 2018, B2B companies who craft personalized experiences will outperform those who don’t by 30%.

3. The value of online customer reviews
Regardless of whether or not you’ve asked your customers for a review, the reviews are already happening – in their minds and through word of mouth. So ask your customers to post their review online to trusted review sites. Customer testimonials on third-party review sites are considered more trustworthy than a case study from your company – a powerful resource to which sales teams can direct prospects.

99% of IT buyers use reviews in a decision process, yet only 60% of IT marketers make reviews a priority.

After hearing from a company, consumers will check 3 additional pieces of content from sources other than you. If you’re collecting and monitoring your customers’ reviews online, you could have some control and insight into at least one of those additional pieces of content.

4. And of course: ABM…or rather, ABE (Account-Based Everything)
As numerous B2B marketing thought leaders have pointed out, Account-Based Marketing is the wrong term to describe the monumental alignment shift happening in sales organizations. While this new strategy is in fact account focused, it extends far beyond marketing and well into the sales organization, thus warranting the phrase account-based everything!

Similar to the other trends mentioned above, ABE is not a new concept. However, many organizations have struggled to put an account-based approach into practice. As a demand gen marketer, I too struggled with making the fundamental shift from marketing-to-leads to marketing-to-accounts. Now that I’ve overcome the initial hump, there’s no looking back. Instead of tracking MQLs, we’re actively shifting our goals to MQAs. I’ll admit it — we’ve jumped on the ABE bandwagon!

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