In a recent survey, 42% of B2B marketers said that their marketing efforts are not fully personalized. However, we know that personalization works. In fact, the average Fresh Relevance client sees a 33% increase in revenue from web and email personalization, and triggered messaging.
But where do you get started? In this blog post, you’ll discover some inspiring B2B personalization examples and tactics that have been proven to work. Quick tip: click on the images to see the full email examples.
Data capture
For the most relevant B2B personalization and seamless customer journey, data capture is crucial. The more data you manage to capture about your customers, the more personalized your content can become.
You can include a popover on your website based on your new visitor’s behavior – such as when they show intent to exit. It can include a field for the customer to fill in their email address, to make sure they stay up-to-date with your offerings.
In the B2B personalization example below, HTS Spares does exactly this, all while including a 10% discount to entice visitors to become customers.
Source: htsspares.com
HTS Spares has generated £23K in revenue with the above popover over 9 months. Read HTS Spares’ success story here.
Product recommendations
Whether used on-site or in emails, using personalized product recommendations can be a great way to increase AOV for your B2B business. It can also help customers find what they were already looking for.
One B2B product recommendation example can be found on Cooksongold’s website below. They recommend trending tools, allowing customers to follow the wisdom of the crowd. These recommendations have increased their sales by 112%.
Source: Cooksongold.com
Cart & Browse abandonment emails
Customers buying from a B2B business usually take longer to make a purchase decision than when they are buying from an eCommerce company. The good news is that cart and browse abandonment emails still work. They just may need to be sent at different intervals than a B2C eCommerce business would use.
Cart and browse abandonment emails are triggered emails that are sent when customers have abandoned their cart or browsing session. They remind customers to finish their purchase, and should make it easy for them to continue where they left off.
With the right B2B personalization engine, you can send these emails quickly and easily, without needing help from your IT department. The hard work of matching clients with the emails they require has already been done for you.
In this B2B personalization example, Cooksongold makes use of these abandonment emails. They have seen a 13% uplift in sales year on year with cart and browse abandonment emails.
Source: Cooksongold email
Read Cooksongold’s success story here.
Another example is this cart abandonment email by HTS Spares, which has generated £394K in revenue over 9 months. The use of ‘People Like You Buy’ product recommendations in their emails also serves to increase AOV.
Source: HTS Spares email
Just like with any other content, it’s always a good idea to make sure you test and optimize your triggered email campaigns. For example, you could test how many stages work best for your goals, and the intervals between those stages.
Social Proof
Social proof is another great tactic for your B2B business. From the crowd-sourced product recommendations highlighted above to popularity messaging and ratings and reviews.
In the B2B personalization example below, Cooksongold makes use of two of these tactics at once. They use crowdsourced product recommendations (‘Our Best Sellers’) and proudly display the five-star ratings for each product. This encourages customers to buy these products from them, and eases purchase anxiety.
Source: Cooksongold.com
They also display these ratings on their product pages, including written reviews from customers.
Source: Cooksongold.com
Office Monsters makes use of urgency messaging on their website, as seen below. The ‘bestseller’ tag on their most popular products serves as the wisdom of the crowd, as well as indicating that they may be more likely to sell out soon, which increases urgency.
Source: officemonster.co.uk
Countdown timers
This type of dynamic content can also be a great driver for urgency within customers. Whether it’s for the end of a sale, or for the last chance of same-day delivery, they can be very effective when used on websites, emails and apps.
In the website example below, Cooksongold includes a dynamic countdown timer to show when the ‘deal of the week’ is coming to an end, helping to speed up purchase decisions.
Source: Cookgsongold.com
Experiences for every customer
Once a B2B business is fully personalized, each customer should have their own personalized experience and customer journey, no matter what touchpoint they’re on. This not only means that they get sent personalized emails and messages, but their experience on the website is personalized too.
In the B2B personalization example below, Duffells uses our Experience Management tool to create personalized content for each experience. They have different versions of their homepage for new visitors, logged-in customers, and logged-out customers. This has driven a 2% increase in conversion rate for their website. The below examples show the site for a new visitor and a logged-in customer.
Source: duffels.com
Source: duffells.com
Read more about Duffells’ success story here.
Final thoughts
Book a demo to find out how Fresh Relevance can empower you to personalize the customer experience for your B2B business.
Disclaimer
This blog post is for informational purposes only. Fresh Relevance is not claiming to provide its services to the companies and brand owners referred to in the blog post.
