Intent-based marketing isn't merely a trend, but a strategic imperative for businesses that aim to thrive in an increasingly digital and customer-centric landscape. The Harvard Business Review emphasizes the potential of personalized experiences, with 54% of businesses recognizing them as a competitive advantage.

However, only 19% state that they currently offer such personalized experiences; in the manufacturing industry, the figure is only 10%. (Source: HBR Pulse Survey 2018, “| The Age of Personalization - Crafting a Finer Edge”). 

Turn your website into a beacon of support and inspiration, a place that empowers your customers and captivates first-time visitors.

Make it a touchpoint that resonates with your customers' motivations for visiting. Think of your website as an always-on service, from answering simple how-to questions to providing strategic inspiration, serving as a platform for thought leadership, and guiding your clients to maximize the benefits of your solutions. 

Are you ready to harness the power of responding to real customer needs and transform your website into a renowned source of inspiration that consistently delivers value? 

As a 'Progressive Innovator' in B2B marketing, you possess basic data personalization skills and exhibit average performance in offering and utilizing personalized content. Your intent-based marketing maturity is budding but needs nurturing.

To elevate your strategy, invest in advanced data analytics for personalization and broaden your content service to cater to diverse user intentions beyond sales. Keep innovating! 

The Art of Personalization in B2B Marketing: Embracing Intent-based Personalization as a Transformative Element 

Personalization: A Proven Standard with Growing Demands for Advancement 

Personalization has proven to be a powerful tool in the highly competitive landscape of B2B marketing, capable of driving growth and delivering an impressive eight-fold increase in ROI. However, to achieve this, it must align with individual needs and corporate goals.

This dual requirement calls for a new approach of personalization. 

The Current Approach: Surface-Level Personalization  

However, behind these promising prospects lies a stark reality, particularly concerning websites. Many companies rely on basic factors such as socio-demographic and company data to create lead profiles, ultimately prioritizing sales over customer centricity.  

Our Insight: The Personalization Adoption Gap  

The "Personalization Adoption Gap" symbolizes the missed opportunity to address users individually according to their intentions, a critical aspect of improving the customer experience.

Companies often utilize only surface-level personalization, neglecting opportunities to deepen relationships and gain a competitive advantage. 

The Strategic Shift: Transform to Intent-Based Personalization  

Reimagine your website as an attractive point of contact for your customers and prospects. Identify their reasons for visiting your website and what questions they bring to you as an expert, spanning from thought leadership to training and service inquiries.

Translate these insights into signals to recognize the intent and deliver tailored content. Through intent-based personalization, you enrich the overall customer experience and solidify your position as a trusted expert and partner.  

To facilitate this transformative shift, consider these pivotal questions:  

1. Is our personalization approach guided by an intent-based marketing strategy to enhance customer relations while achieving business objectives?  

2. Are we fully leveraging digital capabilities for intent-based journey design, transforming web content into a customer engagement service?  

3. Do our technology and data capabilities support the integration of intent-based personalization?  

Answering these questions will set the stage for a new era in B2B marketing - an era shaped by intent-based personalization. So, are you prepared to join the movement and redefine personalization in your B2B strategy? 

Redefine your Personalization Strategy to an intent-based approach beyond mere sales 

In the dynamic realm of B2B marketing, redefining personalization through intent-based marketing is not just an option - it's a necessity. A study by Salesforce reveals that 72% of business buyers expect vendors to tailor engagement to their needs.

By embracing intent-based personalization, you can gain a deeper understanding into your clients' and prospects' goals, adapt to their evolving needs, and unlock the full potential of personalization in B2B marketing.