✔️ 2022-04-23 22:00:00 – Paris/France.
Netflix is the industry standard for personalization and audience engagement. For years it has captivated viewers and kept them glued to their devices, delivering content hour after hour by collecting vast amounts of user data and creating personalized journeys to deliver relevant content. We have become accustomed to and expect this level of personalization and responsiveness in the lives of our consumers. But what about the B2B buying and selling landscape?
Today's B2B customers demand a new level of personalization and digital know-how. As demand for personalized shopping experiences increases, companies are looking for ways to meet shoppers wherever they are. They seek answers in the king of personalization.
Continuously collect data and measure performance
The first lesson Netflix teaches is that more data is always better. The Netflix model couldn't exist without a wealth of viewer data, including everything from basic demographic information to how long viewers scroll down the homepage. Why do they need so much information? Because the more information you have, the more questions you can answer.
Netflix doesn't just sit on your data, either. They use it to inform every possible decision, whether it's predicting what viewers want to see next or informing their content creation. Netflix's original content success rate is 93%, meaning record hits like stranger things Yes Bridgerton would have success before even reaching the screen.
Netflix is also constantly looking for new and better ways to measure viewership and success. Prior to 2019, Netflix counted 70% completion of an episode or movie as views, its primary measurement of engagement. In December 2019, he changed his view to any watch time of two minutes or more, believing that this metric would represent unique eyes on a piece of content. Then, in October 2021, the metric changed again, moving from views to minutes viewed.
Now let's look at the importance of data and metrics from a B2B sales and marketing perspective. To have an impact, marketing and sales teams need to collect as much data as possible, including web traffic, email marketing statistics, and past purchase data. This data will help create complete and comprehensive customer profiles, which are essential for understanding and reaching potential customers.
Once you have the data, organize and present it in a way that makes it usable. Creating a single source of truth for your data, along with comprehensive dashboards that can provide broad and granular insights, will be key to gaining insights regardless of the service using it. Dashboards provide a holistic view of marketing and sales activities to determine which tactics drive revenue, helping teams make data-driven business decisions.
Finally, set clear KPIs and measure performance by reviewing your key data and metrics. Don't stop at your data strategy. Use enrichment and cleansing strategies to keep data streamlined and actionable, and always be on the lookout for ways to improve and better measure success.
Related: 4 Marketing Personalization Tips for Digital Businesses
Personalization is key
Netflix has built its brand on personalization. Each of its 216 million users gets a unique homepage experience tailored to their personal tastes. They are so good at personalized recommendations that they drive 80% of their viewers' activity.
A crucial part of Netflix's personalization experience is that they understand that different people might like the same content for different reasons. For example, some people like superhero movies, others like watching Chris Hemsworth, and both groups watch The Avengers . You can see this practice in action when you watch Netflix original content art and trailers.
For your first big chunk of original content, Card castle , Netflix shot 10 different trailers, each for a different type of audience. They take the same approach with their program design, displaying a different image based on your content preferences. If a user likes a specific actor, they are more likely to see a title card with their image, while a user who likes action might see a still image of an explosion.
From a B2B perspective, personalization is just as critical. Buyers are very similar to viewing profiles, each with their own pain points and reasons for buying. Businesses often underestimate the effort and number of personalization tactics needed to get customers where they are today, but it's essential.
Personalization should be used to align marketing with personalities and stages of the customer journey. Perhaps most importantly in the COVID-19 environment, personalization ensures messages cut through all the other noise consumers are bombarded with. Consumers, including B2B decision makers, are spending more time on social media and email than ever before. Deep personalization is therefore key to reaching customers where they are with impactful and engaging experiences.
Tactically, organizations can personalize content with unique landing pages or email headers to position core messages around different prospects or test concierge selling. Using collected data and buyers, equip sales with various pieces of content that would be deemed relevant to the customer, then present those options once sales enter the buying cycle. Organizations can build trust with a digitally-enabled selling approach that personalizes every interaction and builds on previous conversations.
Related: Netflix embraced machine learning to personalize its marketing game at scale
Content frenzy and its place in B2B
Netflix has a habit of keeping viewers on their screens for hours on end, which we now call binge-watching. They developed this practice by capitalizing on audiences' desire to want more of a show immediately after consuming it, a concept not offered by cable services at the time. By doing so, they were able to maximize mental engagement and keep their viewers coming back for more.
With features like autoplay, the next episode in a series starts immediately after the first, allowing users to continue without navigating through the menu. When a series or movie ends, Netflix is there with another personalized recommendation. They even generate entire categories based on past playback, pulling shows with similar themes, actors, or genres.
Excess content also plays a specific role in the B2B landscape by meeting buyer expectations and making recommendations on what to read next. Armed with a wealth of content, B2B marketers can maximize mental engagement and build trust with prospects looking to learn and research. There are several ways to use this concept to your advantage in a professional context.
First, create multiple customer journeys and recommendation paths based on different buyer personas. By leaning into data and prioritizing personalization, you can leverage a potential customer's full attention to keep them engaged longer. When you have completed a content item, put the suggestion of another related item at the end.
Then use CTAs as content gateways. A compelling call-to-action shouldn't be the end of a piece of content, but rather the opening of a content frenzy journey that keeps prospects engaged, engaged, and takes them deeper into the sales funnel. sale. Providing personal information is an explicit sign of interest. After a prospect submits data, give them another content recommendation. Software or website plugins can also help create automated content recommendations.
Knowing and understanding customers deeply has always been part of a successful business, but now we're doing it at scale. By collecting user data and breaking it down into rich user profiles, you can leverage your existing products and services to create a journey that meets your unique needs. By applying these personalization practices that Netflix performs so well, organizations can see stronger, more qualified leads and ultimately drive revenue in the digital age.
Related: Learn from the Best: Marketing Tips from Industry Giants
SOURCE: Reviews News
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