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B2B Marketing: Predictive Analytics & Content Recommendation

In B2B marketing, content holds a pivotal value, and delivering the right content to the audience becomes the prime responsibility of B2B marketers. However, this is only one half of the story. The other half is about personalization or content recommendation. Now, the content circle is complete. 

But to make this circle beautiful, hard work is needed. In my previous article, I emphasized the significance of data for brands and marketers. And that hard work begins with the data analysis based on predictive analytics. While creating a strategy for content recommendation, marketers need to have past/historical data symbolizing user journey and interaction across the website or app. This data symbolization will enable marketers to define the perfect content recommendations for the users.

However, B2B marketers need to take a different approach when compared to B2C marketers. Here are some powerful ways B2B marketers can use content recommendations based on predictive analytics results. 

1. The Bucket Approach: I am a big fan of content buckets. With this bucketing approach, marketers can segment and deliver the preferred content to the visitors. This approach is reliable while showcasing specific products/services to visitors. Your bucketed content will enable you to show the right content to the visitors based on their interaction history. 

2. Precise Content Showcase: During the B2B sales cycle, the buyers interact with the brands at multiple touch points through several content formats. With the help of predictive analytics, marketers can analyze buyers' behavior and preferences, and content recommendations can suggest relevant content formats, enabling faster decision-making. 

3. Personalized Marketing Campaigns: Here, marketing automation becomes useful. With the help of analytics and marketing automation, marketers can design customized marketing campaigns to get the desired results. Based on the company size, interaction history, user interaction, demographics, and current needs, these campaigns will help marketers get higher engagement and conversion rates. 

4. Support and Service Recommendations: Today, most businesses have automated their website support through AI. While utilizing this opportunity, marketers can use recommendations to share relevant support articles or troubleshoot content proactively, enhancing customer satisfaction and reducing the support response time. 

Moving ahead, B2B marketers have to think out of the box and make maximum use of available technology. This adoption will help streamline overall marketing efforts and increase marketing ROI.

Today, content relevance and precision are at the pinnacle of marketing expectations. With the help of predictive analytics and content recommendations, marketers have a tool to achieve that. As a marketer, we cannot afford to ignore the available data.

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