In B2B Marketing, Personalization and Relevancy Must be the Same

Remember back in 2010 when you got your first email from a brand that knew your first name automatically and it gave you all the feels? I still remember my first “Hello Randy!” marketing email. It felt so personal, didn’t it?

But then, as with everything cool and new, it quickly became the norm. We figured out merge fields, the magic was revealed and those initial “ooh” and “ahh” sensations we first felt left us in a hurry. Fast-forward to today, and personalization is still a key goal in marketing. It could even be argued that it’s grown in importance, as data has become more accessible and actionable.

But… do you really understand personalization? What if I told you that relevancy is actually at the heart of the personalization you need today in your marketing? It’s true, and here’s why:

Merge Text Fields are the Bare Minimum

First, don’t get me wrong. I have zero beef with merge fields and it’s still cool to log in to my Netflix account, for example, and see that familiar salutation with my name on the screen. But it’s what comes after the hello that can make me feel like the VIP of customers and, even more importantly, provide me with real value.

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Source: Customer Think

content marketing culture, marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, personalization, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Marketing Trends 2021, Content Relevancy, Merge Text Fields

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