Only 20% of enterprises are effectively personalising content at scale despite 88% agreeing that they need to deliver more relevant and tailored articles, blogs and web copy to consumers, a new report released in midweek by Forrester and Seismic states.
“The State of Enterprise Sales Enablement 2019” study found that personalisation is a double-edged sword for modern businesses as it presents both their biggest challenge in marketing but also the greatest opportunity, as those who are able to master the fine art can reap considerable rewards in terms of sales and brand building.
The 380 director-level professionals polled recognise the power of personalised content and the critical role that it can play in the often complex and long-running B2B sales cycle, but putting strategies in place to effectively deliver it is another thing entirely. Only a fifth say that they can publish personalised content at scale.
The study noted that buyers now expect content that speaks to them personally and addresses “pain points”, and while meeting these expectations is constantly challenging, the rewards are substantial. Doing so during a first interaction is the most important, however, as 85% said that they would dismiss a potential client if personalised content was not presented immediately.
In order to improve, the report says that marketers must fully understand a buyer’s specific pain points through the use of data cross-collaborated between marketing and sales teams and then create “sales enablement” content that will meet the end user’s needs, transform the customer experience, and drive sales and revenue.