Personalizing your marketing and sales content is no longer optional — it’s a necessity in today’s competitive marketplace.
According to recent research from LinkedIn, reaching out to prospects with information that’s not personalized is actually a deal killer. That’s because 68% of buyers say they’re unlikely to engage with a salesperson who reaches out with irrelevant information.
Their survey also indicates that prospects are more likely to consider buying from companies if sellers engage in research before reaching out — including making an effort to understand the buyer’s business needs and their role in the buying process.
Are you a sales or marketing director struggling to convince your direct reports to personalize their marketing and sales messages? We’ve got you. Let’s take a closer look at why personalization matters when you’re trying to make a sale, so you can make a stronger case to your team members.
Personalization Is Profitable
Customizing your marketing and sales isn’t just the right thing to do — it also drives sales in a BIG way.
According to McKinsey, companies that are growing the fastest right now are driving 40% more of their revenue from personalization than their counterparts. The same research shows that personalization most often leads to a revenue lift of 10 to 15%.
Across U.S. industries, McKinsey says increasing performance in personalization would generate over $1 trillion in value for companies.
Your Competitors Are Taking a Personalized Approach
Your competitors are digging into their buyer research — and to keep up, you need to get out your shovel, too.
LinkedIn data indicates that sellers are increasing the amount of research they do before reaching out to prospects. Salespeople are adopting a “warm calling” strategy, with 75% of them saying they have done “significantly more” or “more” research in the past 12 months.
And there is evidence that the best-performing salespeople are the ones who do significant research so they can personalize their marketing and sales messages. In fact, 82% of top sales performers research “all the time” before reaching out to potential customers.
Want your sales reps to get better results? Personalization is key!
Your Customers Expect Personalized Content
Your customers have higher standards than ever. It’s in your best interest to sail right over the bar and impress the pants off them.
Here’s a big way the world has changed: Customers have come to expect personalized sales and marketing content from the brands they interact with.
A McKinsey report said that 71% of consumers expect companies to deliver personalized experiences — and 76% of those consumers get frustrated when they don’t get those customized interactions. Over three-quarters of consumers (76%) reported that receiving personalized communications was a critical factor in their consideration of a brand.
You now have the ability to gather detailed insights about your customers' preferences and behaviors from an abundance of available data, so you can tailor your messaging and offerings to their specific needs.
With personalized sales and marketing, your sales reps can build stronger relationships with your customers, increase engagement, and drive more sales. (And now you can use ChatGPT to do it even faster!)
How Personalization Can Go Horribly Wrong
Personalizing marketing and sales can be a double-edged sword, however. Be careful not to make any of these cringe-worthy personalization gaffes:
- Sending an email addressed to … placeholder text. E.g. "Dear [Insert Name]".
- Trying to impress your prospect with your knowledge of their company, but getting basic facts wrong (I once had a sales rep call me and say, "Hey, I see you guys are in the software business. How's the hardware side of things going?")
- Not answering when an interested lead responds to you.
- Using the same cut-and-paste template as another member of your team — and sending it word-for-word to the same prospects!
- Sending B2B pitches to someone’s personal email address.
- Assuming all companies in a particular industry have the same needs and pain points. Do your research!
Plan to Personalize
Personalization is profitable, as it can lead to higher customer engagement, increased loyalty, and ultimately more sales. And your competitors are already taking a personalized approach, so failing to do so could put you at a disadvantage. Most importantly, your buyers expect personalization — so if you don’t deliver it, it could result in lost opportunities and damaged relationships.
By taking the time to understand your customers' unique needs and customizing your messaging accordingly, you can create a more meaningful and effective sales and marketing strategy. So, don't hesitate to take a personalized approach — your business and your bottom line will thank you for it.
Why not give Showcase a test drive and see how simple it can be to personalize your sales pitches and presentations? Click here to get started with your free trial.