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Ten Actionable B2B Tips for Creating Personalized Omnichannel Experiences

March 26, 2021 by Guest Author

Guest post by Apoorv Bhatnagar. Revised April 25, 2022.

B2B customers have come to expect the same type and level of personalization as B2C customers. Consequently, businesses must personalize interactions across channels to form a rich, cohesive experience for B2B customers.

Image credit: Arantxa Aniorte on Unsplash

Here are ten tips to help ensure a smooth transition from single or multichannel marketing to an unforgettable omnichannel marketing campaign.

Ensure Buy-In Across Departments for Your Omnichannel B2B Marketing Initiative

The biggest key to success for any business initiative is team buy-in. Omnichannel B2B marketing experiences will require an “all hands on deck” approach from each department; without buy-in, your organization will struggle to deploy this new measure.

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Key Things You Need to Know About Email Marketing Software

October 29, 2019 by Tom Pick

Guest post by Igor Zagradanin.

Many marketers underestimate the continuing power of email marketing. They may believe it’s no longer effective in the current environment of overloaded email inboxes and sophisticated filtering, or that it’s only useful for price discounting.

key things to know about email marketing software

Image credit: rawpixel from Pixabay

On the contrary, used properly, email marketing can hep build customer loyalty, nurture leads, and increase direct sales. Email messages that actually provide value also help boost your brand awareness.

In an ideal world, you’d craft each email message individually for maximum impact. And then you’d go lay in a hammock on a tropical beach and sip on a Corona with a lime. Unfortunately, the world is not ideal.

Fortunately, on the other hand, marketing automation tools enable you to craft behavior-based automated email sequences that almost make it seem as though you’re writing personalized messages (though they can’t help with the Corona on the beach).
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How to Create Email Marketing Campaigns That Won’t Land In Spam

March 14, 2019 by Tom Pick

Guest post by Bibi Lauri Raven.

Email marketing campaigns are one of the most cost-effective marketing tactics, if done correctly. Sadly, on average, over 30% of newsletters—even those your potential customers have opted into—will never reach their inboxes. Spam filters are continually evolving, and that can mean bad news for your business.

Staying out of the spam folder is just the first step in getting your customers, the loyal as well as the new, to engage with your content and lead to communication or sale.

One of the best ways to keep your messages out of the automated spam folders of web-based emails is to keep customers engaging with your emails.

Follow these steps to create appealing emails that customers and clients won’t ignore, delete, or flag.
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Database Marketing: Five Important Things to Know

February 14, 2019 by Tom Pick

Guest post by Nick Rojas.

A form of direct marketing, database marketing uses business and consumer databases to generate targeted recipient lists. Through various enterprise data sources and marketing technology tools, this practice leverages consumer and business user data to deliver relevant, effective, and personalized messages to both existing and potential customers/clients.

What distinguishes database from direct marketing is the awareness to the analysis of data. Emphasizing the use of statistical techniques, database marketing aims to develop models of customer behavior. This is then used to select the recipient list for communications.

As a result, database marketing tends to put a heavy reliance on data warehouses to incorporate insights from a greater variety and amount of data.

Database Marketing Types

There are two general types of database marketing: business and consumer. The main difference, obviously, is their target group; business data and consumer data. But the format, frequency, and focus of messages also differ between business and consumer audiences.
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