One of our favorite misconceptions at MODintelechy is the idea that B2B marketing is supposed to be serious, boring, and adhere to unwritten rules from the stone ages. As if B2B customers are against being surprised and delighted with personalized content tailored to their needs. This begs a question—what have B2B sales teams been doing with their famously long buying processes up to this point? Gathering more and more information to better personalize their offer. Sound familiar? Let’s dive in.

Personalization Is Already in The B2B DNA

Personalization is already one of the buzziest terms in the industry, but it’s the data behind it that powers brands’ ability to understand what personalization looks like. B2C companies embracing longer customer journeys are realizing quickly that all roads are paved with information. And whether you call it a customer journey or a buying process, B2B brands have already been playing the long-game with customers—constantly striving to gain a better understanding of the gap between prospect and customer. It’s what they do with that information that’s changing.

Customers Want You Out of Their Way

But they still want you to reach them. So how does that work? Omnichannel, personalized interactions across a series of touchpoints—making sure you’re reaching customers with the right message, at the right time, within the right channel. That means your downloadable eBook needs to be complimented by call from Sales, rather than duplicated. Or the event you know a customer attended needs a personalized follow up email. Or a tailored offering based on an interaction with a chatbot. No matter the journey, customers now expect our communication to fold seamlessly into their day-to-day—rather than disrupting it.

What’s Changed, Exactly?

It’s not the whim of customers that have driven this change, it’s their environment at large. More specifically, a world that is moving increasingly toward digital, customer-obsessed experiences. Below are some of the factors that have led to this revolution:

Influence of Digital Behavior

B2B buyers are influenced by their experiences as consumers. And as consumers, they’re accustomed to seamless online shopping experiences, personalized content, and targeted ads. Of course—they then bring these expectations to their professional roles, seeking similar experiences in their B2B purchasing journey.

Emphasis on User Experience

B2B buyers now prioritize user experience (UX) and the ability to pleasantly navigate from touchpoint to touchpoint. They expect intuitive interfaces, easy navigation, and efficient transactions—similar to the streamlined experiences offered in B2C campaigns.

Shift in Decision-Making Dynamics

There’s been a shift in decision-making dynamics within B2B. Millennial and Gen Z buyers — who are now growing up and becoming increasingly involved in purchasing decisions — are more inclined toward digital interactions, personalized content, and omnichannel experiences based on the world they grew up in.

Data-Driven Insights

Businesses are leveraging data analytics and insights to personalize interactions with B2B buyers. This data-driven approach enables companies to understand buyer preferences, behavior, and pain points — allowing for tailored and relevant communications across channels.

Where Do We Go from Here?

Seamless, personalized communication is the new normal for B2B—and your customers’ dollars will prove it. Even better, this is an opportunity for B2B brands to lean into digital customer journeys and better nurture their sales funnels. Buying processes will continue to be long, but we now have a philosophy and framework to better support that experience. Are you embracing the opportunity?