Jonathan Pritchard, Managing Partner, Tangent Snowball
Jonathan has been with Tangent for ten years. Responsible for loyalty strategy and CRM planning at the agency, his experience covers Walkers Crisps, Carlsberg, Sky and Wolseley. He has devised, scoped, developed and deployed large scale tech developments, loyalty programmes, as well as advising clients on contact and content strategy.
Having spent many years advising clients on how best to use data to create relevant strategies and campaigns, here Jonathan shares his top tips on how to ensure a personalised customer experience in the b2b sector.
A new stage of personalisation is dawning; one of ‘hyper-personalisation’ and ‘marketing to the segment of one.’ It could be argued that personalisation is now entering its golden age.
Marketing within b2b is particularly suited to data-driven personalised marketing. This is because of the many different customer touch-points, the complex nature of their journeys, and the varying depth of involvement with each business.
However, the large amount of administration required in b2b means that companies have a rich source of vital information: the data. Coupling the data with the tools and your propositions makes for a powerful mix, despite lean budgets and resource.
1. Remember: you’re still dealing with people
The most important thing to remember is that, whomever your audience comprises of – b2b technology marketers and IT decision makers perhaps – you are always dealing with people. The distinction between this, and B2C, is that customers here will be focussed on their company’s objectives, rather than their personal needs. So how do you best address these? By presenting what you do in a humanised way. Reading up on behavioural economics will stand you in good stead here.
2. Invest in your data
Many b2b businesses rely on relationships throughout the organisation to deliver on their objectives. It is key that everyone has the appropriate access to customer data to understand how best to serve that customer. In b2b, customer service is your key differential in often crowded market places. Your data will unlock a great deal of insight.
