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Role of B2B Marketing Automation Platforms in Personalizing Content Using Behavioural Data

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Globally, organizations are facing challenges in managing customer experiences and launching campaigns across multiple channels with to deliver seamless services, resulting in the misalignment of brand–consumer relationships. This affects brand loyalty, making customers lose interest and impacting organizations’ revenue. Therefore, all organizations working on B2B modules are adopting marketing automation platforms as part of their marketing strategies to capture real-time data and analyze and target customers with relevant information to cater to the ever-changing buying patterns of customers.

B2B marketing automation platforms use customer behavioural data taken from various external and internal sources in the form of website and application analytics data, ad clicks, product reviews, impression data, customer support queries, and social media. These data are converted into actionable insights, allowing organizations to better understand customer interests. This enables them to create a positive impression on customers. During the customer lifecycle, organizations need to track dynamic customer data to meet customer demands, and in this regard, the platform intelligently processes the data using ML/AI and takes decisions to make the best possible recommendations to sales personnel, enabling them to share relevant content during customer engagements.

When user behaviour insights are collected, it helps shape personalization efforts. Personalization involves figuring out the best possible marketing practices, such as lead scoring, audience segmentation, email campaigns, retargeting, podcasting, brand extensions, and brand storytelling, which allow organizations to streamline business processes. Customers expect organizations to meet their requirements promptly which is only possible when marketers have customer data, such as geolocation, device type, connection speed, and browser information. The platform helps personalize content based on mentioned customer data by making assumptions on what they look for during their next buying phase. A marketer can build campaigns based on past successes and through website visitor surveys, customer interviews, introspecting reviews, competitor analysis, and chat transcripts to seek new audiences with similar buying interests or strengthen relationships with existing ones. By analyzing the behavioral pattern of buyers and considering the recommendations made by the analytics engine, marketers can design campaigns that align with customer interests. The platform provides predictive filters that allow AI to identify the candidates most likely to lose interest and shares highly relevant content to alter their perspectives. The platform makes predictions about the marketing campaign efficiency so that the conversion rate is maximized. Marketing automation platforms help segment audiences based on their preferences. The platform supports personalization of content by tuning behavioural analytics to successfully recognize customer engagement patterns.

Marketing automation platforms use a content automation feature that shares posts simultaneously across different channels through email automation. Features such as AI-based proofreading, linked social media handles, and automated content curation and workflows help the platforms generate campaign results. Marketers can use behavioural analytics tools to monitor customer behaviour, maximizing customer acquisition and increasing customer lifetime value.

According to analyst Manakh Phukon, “Organizations are now shifting toward marketing automation platforms that create worldclass marketing campaigns and target audiences based on segments such as demographic, firmographic, behavioural and chronographic , allowing marketers to quickly acquire, convert, and retain customers. In this ever-changing business landscape, it has become imperative to adopt platforms that help brand managers raise awareness about their products and optimize the ways in which marketing strategies are implemented to generate more ROI for organizations.”

Author : Manakh Phukon Analyst at Quadrant Knowledge Solutions