B2B marketers often face an uphill battle. Buyers’ expectations have increased dramatically—they want the same highly relevant, highly personalized experience they enjoy for their consumer purchases in their business transactions as well. Not to mention, by some estimates, many are up to 90% through their decision-making process by the time they ever make contact with the vendor, which means striking at the precise moment the iron becomes hot is absolutely critical.
Of course, many marketers have turned to automation—the type of set-it-and-forget-it tools the likes of Amazon.com, Target, Walmart and other B2C companies have mastered over the years to deliver relevant, timely and precisely targeted messages to customers. But, there again lies another problem: B2B use of marketing automation jumped 11x from 2011 to 2014. Literally everyone is doing it, and buyers have become very savvy at spotting canned, templated, auto-generated material—and quickly hitting “DELETE.”
That’s where dynamic content can help. By adding live-on-the-open, personalized content to email campaigns, B2B marketers can easily deliver a dash of relevant, exciting and just-right customization that’s guaranteed to set these dynamic campaigns apart from the pack and drive response.
With enticing elements like auto-play video, device and geo targeting, countdown timers and more, dynamic content grabs B2B buyers’ attention, makes a memorable impression and creates a sense of urgency that spurs buyers to action, driving up to 30% higher click-thru and 4X ROI compared to static emails.
Want to learn more about how to easily add dynamic content to any existing campaign? Download our new “7 Ways to Kick Your B2B Campaigns Up a Notch” ebook now.