Why content personalization matters
For starters, personalized content matters because it's important to your buyers. Content marketing is a critical tool that helps sellers build relationships with their prospects. While discovery conversations focus on learning a prospect's challenges and needs, personalized content marketing ensures that sellers address those needs through tailored experiences. In doing so, sellers can establish themselves as trusted advisors who prospects can rely on throughout their buyer journey.
How to personalize content
Creating highly relevant, personalized content starts with understanding your audience. Taking time to define your buyer's needs enables you to go beyond generic, cookie-cutter content. Instead, you can curate content that aligns with their specific needs. Sales enablement software allows sellers to take brand-compliant, marketing-approved content and update it for their buyers. Let's take a look at a few sales enablement tools you can use to create personalized customer experiences.
Content automation
Marketing content isn't created just to be recreated over and over by sales reps. Personalizing content shouldn't take hours out of a seller's day. Instead, it should be streamlined so that sellers can spend more time engaging their prospects. Content automation solves this challenge by using templates that allow sellers to customize individual or thousands of pieces of content in a couple of clicks.
Content automation tools also integrate with other systems in your organization's tech stack to simplify personalization. By connecting content automation with a customer relationship management (CRM) system, sellers can easily stream data from their CRM into content to create charts, tables, and other materials automatically.
Digital sales rooms
Sellers share a lot of content with buyers throughout a sales cycle. Additionally, there are several stakeholders who have different interests when making a purchasing decision. Instead of sending multiple assets to different stakeholders, digital sales rooms (DSR) allow ways sellers to consolidate the content they've personalized for various decision-makers.
DSRs are centralized microsites where sales reps and buyers can collaborate and access content that is relevant to the deal cycle. The analytics behind DSRs also provide insight into who engages with content, which helps progress deal cycles.
Content analytics
Understanding what content works when and for who is critical to personalized content marketing. For example, a solution brief for a chief marketing officer at a technology company may not be relevant to the chief operations officer at a manufacturing company.
Similarly, the content you share with a buyer after two in-person meetings will be different from the content you share with a prospect following an introductory video call. Sales content analytics give sellers deeper insight into what content works and when. As a result, reps can make informed content decisions that allow them to share the most relevant content with the right audience.
Predictive content
Similar to content analytics, predictive content relies on data-driven insights to determine the right content in the right context. This helps sellers engage prospects with the right assets at the right time.
Predictive content appears right inside your CRM and email, so sellers don't waste time searching through folders or tools. They can quickly find recommended content in an opportunity or email—saving up to 30 hours a month. Content recommendations are mapped to key deal attributes like industry, role, stage, and vertical. This ensures that content is hyper-personalized to the buyer which improves seller efficiency and the buyer experience.
Predictive content also gives marketing clear visibility into what content is used, when, and by whom — without needing manual input from sellers. Over time, these systems learn from successful deals, making it easier to repeat what works and turn content into a consistent driver of revenue.
The right content every time, with Seismic
The Seismic Enablement Cloud™ is purpose-built with the tools and insights go-to-market (GTM) teams need to create meaningful, personalized content experiences. If you're interested in learning more about how your organization can engage its buyers with the right content at the right time, get a demo today!
If you'd like to learn more about personalized content, download our ebook, Breaking Through the Content Clutter: Using Personalization to Engage Buyers.
