We all know that buyers crave personalization. 87% of B2B buyers expect to be wowed with personalization throughout their journey.
Furthermore, companies that focus on personalization see results. According to Forrester, two-thirds of personalization-focused companies reported they saw increased:
- Revenue
- Customer satisfaction
- Conversion rates
But real personalization is hard. That’s because “personalization” isn’t just inserting a “Hi [First Name]” tag in your email campaigns and calling it a day. True personalization requires knowing not just who you’re reaching out to, but also the concerns they have, based on their role and industry, their pain points, and more — a core feature of account-based marketing (ABM).
If you’re thinking it’s impossible to personalize all your outreach to this level at scale, you’re right … unless you’re using the right tools made with ABM and true personalization in mind.
“Real” Personalization
So what is personalization if it’s not just inserting a recipient’s first name into an email?
Types of personalization that make an impact include:
- Delivering content relevant to where the buyer is in their journey
- Aligning messaging with the pain points and benefits that most align with a buyer’s interests
- Reaching the audience through the right channels
- Timing your interactions perfectly — not too early, not too late
Timing is one of the most critical aspects of personalization. 6sense research found that buyers are 70% of the way through their buying journey before engaging with sellers.
That means by the time you hear from a buyer they’ve likely already made up their mind. If you work hard to deliver relevant content with the right messaging in the right place, but it reaches the buyer after they’ve already decided, then all your personalization efforts will be for naught.
What unlocks true personalization at scale? The ability to know where buyers are in their journey before they decide and understand what they’re researching.
6sense’s AI-Powered Tools Unlock Your Personalization Efforts
6sense is built on the idea that you need to know which buyers are in-market, who they are, what they’re interested in, and where they are in their buying journey.
Here are a few ways 6sense can bolster your personalization efforts.
Predictive Analytics
As mentioned above, knowing when to engage a buyer is one of the most critical success factors for any opportunity.
But how can you know where a buyer is in their journey when about two-thirds of it happens anonymously? By using 6sense’s predictive analytics.
6sense analyzes a trilion intent data signals daily to understand which accounts are in-market for products and services — even if they’re not raising their hand.
Using AI to analyze these billions of data points reveals a pattern of buying behavior happening with specific accounts. If multiple stakeholders are researching products and services in your industry, reading content on your website, and comparing vendors on third-party review sites, then there’s a good chance they’re in-market.
6sense takes this a step further by predicting where they are in their journey, helping you determine what type of content they should receive and when sales should reach out.
Additionally, 6sense can take a look at your company’s historical performance (the accounts you have the most success with) and compare that to intent data to suggest how strong of a fit any given company is for your services.
Conversational Email
Once you’ve got a clear picture of which accounts you should be targeting with personalized outreach, the next question is: How do we do that?
There are only so many hours in the day for your BDRs to research prospects, craft personalized outreach, sync prospects with AEs for next steps, and try to restart stalled opportunities.
Enter 6sense’s AI email assistant, Conversational Email. With Conversational Email, your teams can:
- Launch thousands of personalized conversations across all your accounts
- Let the AI email assistant handle replies
- Use the AI email writer tool to create templates for personalized outreach
- Assign prospects to different nurture campaigns based on their actions and engagement
- Be looped in by the AI when it’s time for a human to take over
All these features remove hundreds (or thousands) of hours of time-consuming busy work and increase your personalization efforts across every single touchpoint.
Conversational Email uses 6sense’s predictive analytics and intent data to craft extremely personalized emails that speak to each individual buyer’s unique characteristics, interests, and previous behavior. Your entire GTM team can use this AI email assistant to personalize outreach to prospects, all with minimal need for human intervention.
Conclusion
Personalization isn’t hard; good, meaningful personalization is, without the right tools.
6sense enables large-scale, high-quality personalization in a few ways:
- Predictive analytics and intent data capture buying behavior and reveal where accounts are in their journey, making it easy to inject deeper intelligence into your campaigns
- AI email assistant Conversational Email automates personalized email sends, handles replies, and scales personalization across all of your campaigns (not just the top priorities)
- 6sense data can be integrated with numerous other platforms to help create personalized experiences across all of your GTM channels.
Buyers want personalization. Give it to them with 6sense. See how here.
