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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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

Six Tips to Successful Inbound Marketing

In inbound marketing, it’s no secret that you need quality content that your readers and potential customers will read, learn and appreciate. You can read all about it here. But with the abundance of online content available now, it’s a mistake to just sit around and wait for people to notice how good an article you’re offering them. So, take these six steps and ensure your marketing strategy backs up your high-quality content strategy.  

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marketing, content marketing, interactive marketing, strategy, customer engagement, personalization, transformation, inbound marketing

How AI is Enhancing Advertising Innovation

Artificial intelligence is being deployed far and wide in marketing and advertising.

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marketing trends, advertising, artificial intelligence, personalization

Consumers love personalized offers, but only if they opt in

Everyone likes to feel special, even if that recognition comes in the form of exclusive retail offers.

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brand awareness, consumer, social media, personalization

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