Countless emails are deleted by recipients without even opening them. To people who value their time, an initial impression of the subject and the first line is enough to determine if the content is worth their attention.

Campaign Monitor shares that emails are 26% more likely to be opened if they have personalized subject lines. Imagine the impact a few chosen words can make to a business sales strategy.

Why Customize Your Client Communication

During the early days of internet marketing, we have learned to send email blasts to all of our subscribers — regardless of what their profiles may be. There’s a bit of improvement after that when newsletter managers allowed automatic insertion of the recipient’s first name, giving the email a touch of personalization.

So why do we need to take it a step further?

Our Clients Appreciate Personalized Treatment

The shortest and easiest way to get a person’s attention is by calling their name. In the business setting, aside from addressing your client correctly, this can also be done by getting to know their business, their industry, and their pain points. Our business offers a solution to their problems, but first we have to show them that we really understand what their problems are.

Generic Subject Lines and Greetings Dissuade Our Clients From Connecting With Our Content

It is easy to withhold confidence in a content that has been sent to everybody else. Consider the subject lines that kept offering reports, ebooks, and new products. Even worse are generic emails that address you as “friend.”

According to Dynamic Yield that 55 percent of consumers think targeted promotions promote an enjoyable email experience. As business owners, we want our clients to associate our company with positive emotions.

How To Personalize Your B2B Sales Communication

Personalized content boosts visitor engagement, positive customer experience, and revenue. Because there are costs related to our B2B communication, it must be done correctly so that you can join the 86% of companies that report increased business results after implementing a personalization campaign.

Study and Listen to Your Clients

Research. Research. Research. We will keep saying it because it is the key to personalizing our B2B sales discussion. Zoominfo recommends using your prospective client’s company profile and social media accounts to better understand what they do, who their customers are, and what their opportunities are.

Find out who the direct contact persons and decision makers are. Focus on what they say instead of what you have to present.

Keep Track of Your Communication

One of the challenges with personalizing your B2B communication is keeping track of the process. Customer relationship management and project management softwares are created to address this problem. Now, everyone in the team is in the loop when it comes to every stage of the pitch and negotiation with the clients.

Dedicate an Account Manager

Whether the sales communication resulted in a sale or not, follow up with the client. Refer relevant information or recommend them to customers. Assigned account managers can nurture your relationship with your B2B contacts, including those that have not signed up for your services yet.

Putting It All Together

To make any endeavor successful, we have to build a relationship with all of our stakeholders. Personalizing our communication builds trust that results in measurable business gains.

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Get in touch with us today to discuss your B2B personalization strategy for lead generation!