How can we ensure we provide a hyper-personalized strategy to delight customers?

The groups that make up the buying committee are growing, and the pandemic has only fueled that growth. More and more people have a vested interest in being sure the needs of the larger organization are met when making purchasing decisions. In order for marketers to be relevant in this space, they are being pressed to drive toward a hyper-personalized model so to engage members of the buying community through the lens that makes sense with their role.

For example, finance needs to be sure it is a good investment and financial priorities are aligned, user buyers need to be sure it works, technical buyers need to be sure it fits in with the stack, the list goes on. Marketing needs to work toward role-based messaging as a way to inform that audience and engage with them as their role enters the buyers journey. Digital transformation has tipped the balance of power and more of the journey is completed on-line with the absence of a salesperson’s knowledge.

Getting into that digital conversation is more critical today than it has ever been in the past. Plus, with so many different perspectives weighing in on the purchase decision, we have to keep asking ourselves, how can we become part of that conversation before it’s too late?