Keeping up with the content demands of B2B consumers and partners is a major concern for decision-makers, according to a new study released last week by Episerver, which found that 84% believe that meeting digital expectations is now the single biggest “external” issue.
The ‘B2B Digital Experiences Report 2019: How Companies Are Meeting Rising Expectations’ explores the tactics and strategies being deployed by B2B companies to deliver consistent, high-quality campaigns and highlights a number of problems and challenges to overcome.
The need to provide excellent digital experiences was highlighted in a recent, separate report by Episerver, which acts a prelude to the latest exploratory research showing that 91% of B2B consumers believe that they have a better experience and think more fondly of a brand when the latter is able to publish personalised content that speaks to them.
Personalised, tailored content has been a key trend in marketing for a couple of years now, but it still remains a top priority for business-to-business organisations and will continue to shape the direction of campaigns during the next 12 months.
The study found that personalised content is the single website feature that B2Bs plan on adopting the most during the next year, with 36% saying that they plan to focus on personalisation, putting it ahead of mobile experience improvements (33%).
The emergence of cutting-edge technology such as artificial intelligence (AI) is making it easier for B2B brands to improve personalisation, and 82% revealed that they will use AI during the next three years to increase the quality of their digital experiences.
“Consumers expect more from our organizations every day,” Episerver’s senior director of content management strategy Deane Barker noted in a statement.
He added: “Unfortunately, the accounting department expects…well, less. Digital marketers are in a tug-of-war between rising expectations and dwindling budgets. With this report, we’ve looked at the factors pushing and pulling these teams toward their decision points. If you work in digital marketing, I promise you’ll see yourself somewhere in these results.”
Personalised content also fits neatly into the trend of one-click purchases on e-commerce sites as it helps to streamline a buyer’s journey by providing the information they need to take action and buy products and services without having to navigate elsewhere.
The previous ‘B2B Digital Experiences Report’ by Episerver found that the majority of B2B enterprises are at least using basic web personalisation but that there is significant room for improvement in terms of providing content that consumers crave to drive engagement and sales.
One in five B2Bs say that they see the growing number of digital channels they use as an opportunity for even better personalised customer experiences, and those able to act on this will see happier consumers who believe that companies actually care about their journeys with a brand.
Another report released last week by Uberflip and Heinz Marketing defined the new “marketing standard”, which is based around data and content.
It said: “The new standard is centered around a buyer experience that’s built around ease of access and discovery, frictionless consumption, personalized and relevant suggestions, and curated engagement paths – a buyer experience designed to delight, engage, enable, and empower better decisions.”