Don't burn your ad $$

Every now and then, I come across B2B ads that have nothing to do with me 🤷‍♂️

And it annoys me that B2B marketers are still blowing away precious ad dollars

What should you do instead?

Answer: Personalized experiences ✅

Here are 4 actionable steps to orchestrate personalized experiences

Keep in mind that this is generally considered an unscalable effort

But here is the thing

If you have clients that pay you more than $10k/yr

You do a lot of research, collect great content and great insights

This will come in handy in all the things you do week on week as a process (like nurture emails)

Step 1 - Understand “THEM” really well

Gather as much data as possible about your target audience

During demos, ask questions and listen more than you talk👂

Gather useful information

• Industry
• Company size
• Job titles
• Pain points
• Budgets
• Interests

Use this data to create a much more detailed profile of your ideal customer.

This is the foundation of it all

This research is very important

Step 2 - Create content for “THEM”

Pick topics that address their needs, interests, challenges and goals

Write blog posts, white-papers, case studies & guides

Make it clear and actionable

It’s always about them, never about us

Ask yourself these questions before you sign off on a piece of content

• What value are they getting?
• Are we addressing their pain-point?
• Did we clearly articulate without jargon?
• Is this actionable for them?
• Is this visually different from they see regularly?

Step 3 - Distribute where “THEY” are

Take a multi-channel approach to put out your personalized content

Use

• Email
• Social media
• Display advertising
• And other channels where your ICP accounts are most likely to consume & engage

Step 4 - Add value throughout “THEIR” journey in the sales funnel

Customize your buyer’s experience based on where they are in their journey.

Make the most suitable offers at each stage of the sales funnel.

If they show interest in a specific topic, share useful material on the same.

Don’t be salesy ❌

Just be consistent with providing value

Build trust and credibility

Gradually, this will guide your prospects towards conversion

Bonus Tip - Analyze & Refine

Track engagement and conversion metrics

This tells you whether your content is actually working for your audience

Use these insights to refine your targeting, messaging, and content strategy regularly

This may be a good time to shamelessly plug our product, Recotap - that can do everything I shared above.

But wait

No your campaigns won’t get magically supercharged by working on personalization once

Eventually as you refine your messaging..

You will see your target accounts responding

That’s when you know that your personalization effort is working