As I said there,
It seems astonishing that an enterprise company with 50 strategic customers to target is utilizing a high-level, untailored approach, when a consumer-facing company, such as Amazon or Netflix, uses personalization and very high levels of engagement to reach millions of people.
Customers’ expectations for personalization will continue to bleed into the B2B space. Marketers can and should borrow several practices from the B2C playbook, including:
- Market the outcomes (what’s in it for them)
- Get inside your customers’ heads
- Connect your clients to their peers