“Personalized marketing and advertising is not about sales. It’s about building a relationship with the customer” —Julian Hillebrand
In the new era of B2B selling, marketers face increasing challenges in delivering the right message to the right customer at the right time. While email segmentation has allowed marketers to serve targeted messages to known contacts, B2B buying committees are increasingly made up of unknown contacts who prefer to do research online anonymously. ABM has enabled leading B2B companies to reach these anonymous buyers with account-based advertising and account-based retargeting.
Until recently, however, that advertising has been messaged and designed to appeal broadly to all potential viewers within a target account. Individual preferences for graphics, language, color, or other elements within a creative message were unknown and, therefore, ignored.
For as long as advertising has existed as a means of reaching potential customers, marketers have struggled to unlock its value, unsure of how to speak directly and relevantly to individuals whose identities remain unknown. How can marketers cater to preferences of anonymous viewers?
What is Creative Personalization?
Enter creative personalization, a powerful combination of technology and data used to serve relevant, personalized ads to individual viewers. It is most commonly used in retargeting, but can be used to more accurately tailor content to individuals within target accounts, as well. Also known as Dynamic Creative Optimization (DCO), the process performs multivariate tests, algorithmically determining and displaying the most effective ads or creative elements based on the available user engagement data.
According to recent Epsilon research, 80 percent of consumers are more likely to do business with a company if it offers a personalized experience. In keeping with these buying preferences, rather than building a single ad that is delivered to all consumers, creative agencies and marketing organizations can develop a number of concepts and use technology to serve different permutations and combinations to a variety of individual users.
Delivering personalization to individuals at scale requires a combination of the right data and the right technology. To generate the highest performance and greatest benefit, companies must focus on the following four key areas:
- Recognizing and reaching the right buying committees across their devices
- Building individualized and anonymized profiles that are enriched with each brand interaction over time
- Making data-informed decisions about the best message to deliver
- Measuring the impact of those efforts across all channels
With this approach, companies can tailor each interaction and speak to their consumers in the optimal way at exactly the right moment—ultimately moving the needle on their sales and business goals.