Personalization is Key in 2017 for Content Marketing Distribution

Effective audience segmentation reaches each B2B decision-maker where they're at in the sales funnel with relevant content.

Last Updated on April 5, 2022 by Ronen Ben-Dror

Getting the right content to the right people at the right time is every marketer’s goal. As social media platforms and email inboxes are flooded with content, though, you’re all too likely to be ignored or deleted unless you’ve found a way to personalize not only your content, but your content marketing distribution.

Even if a member of your contact list isn’t frustrated enough to unsubscribe, you want to be sure that you’re spending your resources well. Getting an unsubscribe is a setback, but being ignored is still not a good use of your marketing budget. The goal of personalization is to make sure you are getting the best possible return on investment by marketing to the target audience most likely to convert to customers.

In a recent white paper, Incite Group shared the results of its survey entitled, “The State of Marketing: 2017.” The findings showed that personalization is one of two main themes to emerge in 2017 as a dominant concern of content marketers. The other theme that emerged, more strongly than in prior years, was brand storytelling.

The survey had a total of nearly 1,400 respondents, the majority of which came from the marketing industry. Respondents held a variety of roles, from many years of experience in the C-suite to junior associates. There seemed to be agreement across the respondents, however, that personalization is the key for both content creation and content marketing distribution today.

While marketers agree that personalization is critical to content, there seems to be a disconnect between the belief and the budget. The survey indicated that over half of respondents had a budget of less than $100,000 set aside for customized marketing efforts, and less than ten percent had a budget of more than $1 million for that purpose.

In fact, 40 percent of marketers report that their budgets for personalization marketing will remain the same as in prior years. How can companies harness the power of personalization into their content marketing distribution without a significant increase in spending for that purpose?

For those that need convincing, consider a simple example that demonstrates the need for personalized content. Imagine that you are selling catering to three different buyer personas:

  • Mr. Stevens is most interested in reliability. He appreciates a quality meal, but the aspect that makes him most nervous about coordinating a business event is whether the caterer will be there on time with the staff he expects. He wants to know that he will get the exact menu he chose, too.
  • Mrs. Green loves a good adventure. She wants a completely unique menu and is hoping your staff will interact with her guests and make it a memorable evening. She’d like you to create some tastes that her guests will never have experienced before.
  • Mr. Sparks appreciates the finer things in life, and one of those is hiring a caterer to take the stress out of hosting parties. He wants a menu that will impress, and he wants your staff to be dressed for a black-tie event for his parties, too.

You can see how each of these personas represent someone that wants to hire a caterer, but they prioritize different aspects of the product you’re offering. You’ll need a different content approach for each of these buyers.

How Telemarketing Fuels Your Personalization Process

Telemarketing may not be the latest development in content marketing, but it remains a reliable and cost-effective way to generate leads. While social media and email newsletters might be more recent developments, when it comes to personalization, telemarketing can’t be matched in its ability to be highly personalized.

Here are a few reasons why telemarketing is the ultimate personalization tool for B2B content marketing distribution:

  • Telemarketing helps you get a clear picture of the challenges and issues a potential buyer faces in their role. This allows you to curate the content they receive and develop new content based on the discussions you have with your potential buyer. As a result, they receive highly personalized content that seems custom-created for them.
  • In contrast to the shot-in-the-dark type of content marketing where you send out a mass email or randomly post on social media without a strategy, telemarketing helps you refine your contact list so that you are reaching out to those most likely to buy from you. A simple telemarketing conversation gives you critical information about who the decision makers are at a company and helps you deliver content to those that want to receive it, significantly increasing your return on investment.
  • Telemarketing helps you better understand the preferences of your audience. Through a personal conversation, you can talk with your contact about what format they prefer to consume their content in, and what time of day they usually prefer to look at content.
  • Telemarketing is more proactive than other lead generation tools. Instead of placing a content piece on social media and waiting to see if anyone shows interest, telemarketing allows you to get direct information from your contact. Once you have provided them with a particular piece of content, you can ask them whether they found the piece to be helpful and if it addressed issues that they deal with in their jobs.

Personalization and Revenue

Another area of personalization that is still shaping up for companies is the tie between personalization and revenue. It’s unclear for many marketing teams whether increased personalization results in better rates of closure or sales. In the survey, less than 10 percent of respondents indicated that they had the ability to measure the return on investment for personalization.

When asked how their companies are benefiting from personalization, 35 percent can see a connection between personalization and increased revenue. Forty-seven percent say that there’s an increase in the level of engagement with their potential buyers and target market.

When it comes to measuring return on investment for telemarketing, the calculation is easy. Measure the cost of your telemarketing campaign against the number of qualified leads (those leads that are ready for an appointment with a sales representative).  You can measure the ROI on telemarketing with our easy to use calculator and find out just how effective telemarketing can be as a part of your lead generation.

More Than Personalization: A Personal Connection

In the area of B2B content marketing distribution, you have more choices than ever before. There are both digital and traditional methods, and while some of the digital methods offer advanced technology for personalization, it doesn’t mean that traditional methods, like telemarketing, are less effective.

Not only does telemarketing offer a high level of personalization, but it also offers a personal connection. Digital methods like social media may allow for analytics that deliver a high level of personalization, but they tend to be a more impersonal method of communication.

Telemarketing introduces warmth and a human connection into your personalization efforts. As you discuss issues that affect your potential buyer, you’ll begin to develop trust and loyalty in both directions as a business relationship develops. While it’s possible to develop a personal connection online, it’s certainly easier and more natural over the phone when two people talk. You’re able to read the tone of voice and experience the give-and-take of a conversation.

When you’re ready to focus on personalization, start with the most personalized form of marketing. The consultants at Blue Valley Telemarketing can help you develop a telemarketing campaign that not only increases your revenue, but allows you to personalize your campaign to maximize your return on investment.

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