It is obvious that personalization creates better engagement. Regardless of whether you’re a consumer or B2B buyer, it's often a given fact. But how often the said Art of Personalisation and can turn into creepiness - Have you given this a thought?
In B2C, 90% of consumers are willing to provide behavioral data for a better shopping experience. And 72% of respondents only engage with messages tailored to their interests, meaning almost three-quarters of consumers expect some level of behavioral tracking from marketers.
These are the same people in charge of making B2B decisions. Hence, the consumerization of B2B is more now than ever before.
Let's talk about chat-based personalization.
Because for one, our fellow companies that deal with emails and landing pages have done a good job of churning out really great content on personalization. Also, in the space of conversational marketing, chat-based personalization can take your relationships to a whole new level for you and your team.
The Art of Personalisation - Greeting Message = Subject Line
We’ve said it before and we’ll say it again - the most important part of the chat experience is the greeting message. It’s the equivalent of a subject line in an email.
With the right amount of personalization, your efforts can go a long way. Whether this drives your visitors to engage on your website or click on that email, it is beyond a doubt that personalization is the way to go for marketers. However, there is a fine line in which it becomes creepy.
Personalization vs. creepiness can mean different things for different people. This fine line is very contingent on your audience, with factors of context, their age, location and culture playing a factor in the message delivery.
There are loads of ways in which you can personalize your message to your audience. You can personalize based on contextual information; such as pages browsed, how much time they have spent on webpages, how many times they have visited the site etc. In general, all types of B2B buyers appreciate this kind of personalization.
Consider when a visitor lands on your site, you want to engage in a conversation that will strike up their interest. To do so, you leverage your contextual information on hand to personalize it to their favor. This could be offering up a piece of content when they’re browsing your resources pages, or offering a tailored pricing plan when they continuously visit your pricing page. We break this down more in our Starter Guide for Sales Teams.
When Does The Creepiness Kick In?
And the Art of Personalisation goes for a toss?
Now here’s where you need to draw the line to avoid appearing creepy when you’re just trying to personalize. Using too much behaviour or personal data to personalize your approach can throw some prospects off.
Here’s a good example of what not to do:
Target sent samples and special deals of baby items to new parents without them telling you about their new baby.
Creepiness at its highest level. Right? :) (P.S it is a B2C example but you get the idea)
A key point to consider is that when you are using a platform that personalized your interaction with your customers/visitors, make sure the platform is compliant with all the major data regulations (GDPR, CCPA etc).
Rule of Thumbs to Consider
- Baby boomers and age cohorts that fall typically in slow adoption industries are more sensitive to deep personalization
- Gen Xers are more open and receptive to some level of personalization.
- For Ex: Personalize the conversation to the company level for the extra oomph
- Gen Ys or Millennials are open to all levels of personalization, so feel free to use it as you please. Millennials in general are happy to exchange information for a better experience. They are more likely to engage with you for higher levels of personalization. So prepare to break out all your tools wow them.
- Gen Zs were born into the era of technology. Most of them knew the ins and outs of an iPhone before they were 11, so this aspect comes naturally to them. This cohort is more than happy to download B2C apps, volunteer their personal, behavior and interest choices to get better recommendations etc. But if you ever thwart them with their trust, you lose them forever.
Note: There is nothing stopping you from using all the data you have to better inform your team how to contextualize when they chat with these visitors.
Of course, you know your business better. So, at Insent, we won’t decide for you what you can and cannot do. But, during our onboarding process, we will consult strategically based on what we have seen with our customer bases so that you can optimize our chat platform for better results.
Hence, You should choose a platform that allows you to control your levels of personalization and contextual engagement.
Aatharsha is the Digital Marketer at Insent. She loves creating B2B marketing experiences that help marketers stand out from the crowd and fill their funnel with qualified buyers.