With Personalization, Sales Needs to Catch Up to Marketing

Personalization in marketing is table stakes. Everything from promotional emails addressing recipients by name to individualized Netflix homepages and Spotify Wrapped playlists demonstrates a fundamental truth of marketing: The personal touch goes a long way. Today’s consumers have come to expect a personalized experience, regardless of whether it’s in a b-to-c or b-to-b environment.

Why, then, has it taken marketing’s counterpart, sales, so long to catch up? Despite the immense weight placed on personalization, sales reps are failing to sufficiently provide it. They’re struggling to capture and maintain the attention of buyers, who are beginning to take note: 66% of customers recently told Salesforce that while they expect companies to understand their unique needs, only 34% of companies actually do.

This illustrates a discrepancy between the content buyers expect from sellers and that which they ultimately receive. The leading cause of this is a lack of technology that enables sellers to personalize content easily, efficiently and at scale. Sellers need a tech stack that empowers them to tailor buyer engagement to each and every unique opportunity.

At Seismic, for example, we’ve noticed a growing hunger for tech that simplifies personalization: From 2021 to 2022, we saw a 32% increase in customers using personalized services.

But there’s still a long way to go, especially for those who don’t have technology like enablement tools at their disposal. Recent data revealed that 83% of U.S.-based revenue professionals who don’t use enablement technology, for example, use content that is not personalizable enough. Almost two-thirds (61%) noted the content they use is not easily accessible or not on brand.

When go-to-market (GTM) teams go without enablement tools in particular, they’re stuck using content that is irrelevant to their clients’ use cases, individual companies and even entire industries.

GTM teams should not have to fly blind when it comes to sharing relevant content with prospects and customers. Digital sales rooms are a surefire way to supercharge personalization efforts and buyer engagement. 

Embrace the digital sales room

A digital sales room (DSR) is a microsite where sellers can connect with buyers and other stakeholders to share relevant content and have real-time conversations. When in-person meetings are few and far between, digital sales rooms become a hub for frequent engagement.

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