Three Tips on Injecting Human Touch into Your B2B Campaigns
Start with your audience:
As several of our respondents noted, your understanding of your audience has a major impact on the ultimate success of your campaigns. One even went so far as to state that, “If I knew 15 years ago that all I should know was understanding the audience, everything would have been much easier.” Customer interviews, prospect research, and AI tools can all be instrumental in building better user personas and target account lists.
Invest based on engagement:
Rather than targeting by revenue, one participant explained that their company currently targets by engagement. Intent data doesn’t tell the full story when it comes to engagement, but if you can maximise your understanding of the companies that are in the market right now for your product or service, you can inject a human touch more easily and allocate resources towards the accounts that are most likely to convert.
Define success differently:
If all your team focuses on are measurable data points, you may miss out on some of the intangible benefits afforded by creating a deliberately human experience. Instead, assign value to activities that improve your ability to connect personally with prospects. “I'm really keeping an eye on innovations around persona development in the B2B world,” describes one respondent. “I believe that this kind of targeting, based on human traits, is really going to help us better target our audience, better understand our customers, and make an emotional connection.”
