Skip to main content

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.

Comments

Post a Comment

Popular posts from this blog

Three Ways to Create Quality Content

When it comes content, sometimes, it becomes hard to explain the “quality”. There could be different understandings for brands and the customers when we talk about quality. Hence, sometimes, it becomes difficult to strike a balance to attain that much-needed quality. To quote, Doug Kessler, co-founder of Velocity: “Quality content resonates with its audience. If it doesn’t do that, it may be smart or beautiful or funny, but it ain’t quality.” And I completely agree to what Doug says. The quality of the content should depend on how users interact and respond to it. There are different aspects associated with the content quality. For example, what value it gives to the users, is it addressing buyers’ concerns or not and the list continues. While agreeing to all the above mentioned points, it really seems difficult challenge for the marketers to achieve that quality on regular basis. And besides what suits to one person may not be the ideal for other. Here are some useful tips t
Post a Comment
Read more

Facebook Marketing: How to Engage Facebook Fans?

How are you engaging your Facebook fans? Do you have exclusive strategies for them? You need to be. You need to treat your Facebook fans like your existing customers. You really have to value them to make them happy, active and responsive on your fan page. You need to make them a part of your marketing strategy to convert them in to your loyal customers. I have often seen marketers ignoring the values of their Facebook fans. “They are just fans and I am not getting any monetary benefit from them”, these kinds of comments are very common for marketers. Hence, they totally ignore their value. I am a big fan of customer engagement and I always like to write any topic that deals with customer engagement. In social media, Facebook page is one of the ideal place to generate stable and consistent customer engagement. Here are some tips that can help marketers to engage their Facebook fans. Create Exclusive Content: I have often seen marketers delivering identical cont
5 comments
Read more

Facebook Fan Page and Linked Groups: The Significance for Marketers

Facebook's yesterday's announcement of making Groups for Pages available around the world really holds a great significance for marketers. There are over 70M Pages on Facebook and this development will change the how fans interact with the brands on Facebook. Now Page owners have the capability to create their own linked and dedicated groups to encourage community building and stable conversation mechanism. As pointed out by Facebook CEO Mark Zuckerberg, "more than 100 million people on Facebook are members of what we call "very meaningful" groups." This makes the groups feature one of the significant and popular features of Facebook. This also encourages the platform to make constant improvements to this popular feature. And this development proves it all. Last month, Facebook also announced some significant improvements to the Groups. From Group insights to Membership request filtering and Removed member clean up to scheduled posting, all t
Post a Comment
Read more