Personalised content will be at the top of the marketing to-do list for business-to-business organisations in 2020, according to a new study by Episerver.
More than a third of B2Bs say that content tailored for target audiences on desktop and mobile will be their “number one” priority in terms of website features and functionality, while 82% are aiming to use AI to improve their efforts.
Episerver’s ‘How Companies Are Meeting Rising Expectations’ report is a follow-up to its own ‘B2B Digital Experiences’ study, which found that 91% of consumers appreciate it when brands go above and beyond to deliver content that is personalised to their needs and preferences.
In the latest survey of 700 B2B decision-makers in markets around the world, many said that enhanced personalisation is a key cog in the buyer cycle and is facilitating one-click buys by informing customers at the point of sale, which is part of a recent ‘self-service’ trend.
Episerver’s Deane Barker said that consumers are demanding more from organisations “every day”, but believes that marketers are often hamstrung by “dwindling budgets”.
He added: “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 won out as the best tactic for improving digital experience, but 33% of B2Bs also plan to overhaul their mobile experiences during the next months, while others are looking to key tech investments to make a difference.
Almost nine in ten said that meeting growing expectations is now the main “threat” to business.