Generic approaches are no longer sufficient to thrive when it comes to B2B marketing. B2B audiences are looking for genuine connections, so a nuanced strategy that is highly personalised, a robust brand, and a deep understanding of the true intent of your customers is vital. At Refinery, we see these strategies transform our clients’ B2B relationships and accelerate growth.

B2B Brand Strategy

The key to B2B strategies is to:

• Understand your audience’s true intent
• Personalise your content
  
  

Understanding your audience’s intent and personalising your content will build trust with your audience and differentiate you from competitors.

Understanding Audience Intent

The first step is to understand your customer. Segmenting your audiences based on industries, size of companies, role within the company can help you to understand their search behaviour and intent, which will help you to tailor your content to them.

Personalisation in B2B Marketing

This goes beyond just addressing a contact by their first name in marketing emails. It’s about tailoring every touch point that your customer has with your brand to their needs.

Whether this is content pieces on your website, interactions via email or webchat, or your social media presence, every stage in your customer’s journey needs to be specific to their needs.

Why does personalisation matter?

B2B customers, like any audience, want to feel understood and valued. Specifically for B2B, decisions often require multiple decision-makers and stakeholder engagement, so personalising your communications and considering your audience for every touch point is crucial.

Making your customer feel understood and valued can not only improve conversion rates but increase customer loyalty in the long term.

How to achieve personalisation for your customers

You can use CRM systems, website content, email marketing, and AI tools to make data-driven decisions, automate your communications, and provide tailored information to customers.

How we can help

In today’s complicated B2B landscape, navigating your customer’s intent and developing a robust brand strategy that personalises your offering to them, requires strategy, insight, and expertise in B2B marketing.

At Refinery, we partner with B2B companies to develop and implement strategies that personalise your offering to the target audience to achieve growth for your business. We deliver award-winning results for B2B companies - like Astech’s Best Product Launch Award at the recent STEM Awards.