Let's Talk Personalization: Personalization for B2B

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Guest: Sarah O'Keefe > Host: Kevin P. Nichols

About this talk

For years, retailers and organizations within the Business-to-Consumer (B2C) space have leveraged personalization to target audiences with more relevant content. In the Business-to-Business (B2B) space, businesses are only beginning to recognize the value personalization offers their customer engagement with the brand, revenue, and content experiences. But B2B personalization differs from B2C personalization. In the B2B context, personalization strategy should consider the role of the person targeted, that person’s background, and the motivation the person brings to the job. This approach differs from B2C and retail personalization, which largely focuses on the demographics of the customer. Personas and customer profiles and journeys to support B2B personalized content experiences do not require all the data retail-based personas utilize. Join Kevin P. Nichols, The Personalization Wrangler, and his special guest, Sarah O'Keefe, Founder and CEO at Scriptorium Publishing for this lively discussion. Learn about the following: 1) What are the key levers to consider with personalization for technical content for the B2B? 2) Why is technical content a primary consideration? 3) How do you think through customer profiles and personas effectively? 4) How do we think through personalization for work content? Sarah O’Keefe, founder and CEO of Scriptorium Publishing, will answer these questions, providing her insight into how you can develop and deliver better, more personalized experiences as a B2B company. "Let's Talk Personalization" is brought to you by The Content Wrangler and is sponsored by Avenue CX.
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