Microsoft Dynamics: the Key to Excellent Personalization in B2B E-Commerce

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E-commerce is fast becoming a staple in the B2B sales landscape. As more and more of your competitors open online storefronts, the race has changed. It’s not about who’s first to embrace e-commerce, but who delivers the best customer experience. Personalization is a key part of this, and Microsoft Dynamics is your secret weapon in nailing the execution of your web store personalization strategy.


Why Personalization Matters for B2B

Why personalization mattersThere’s no two ways about it: personalization works. Research by Seismic and Demand Metric indicates that B2B sellers who incorporated personalized marketing in their strategy are extremely positive about the effect, with 48% rating it as more effective, and another 32% saying it was much more effective.

So the main question isn’t “to personalize or not to personalize?”

It’s how you personalize that matters.


Levels of Marketing Personalization

Circle Research’s white paper “B2B Market Segmentation Research” states that B2B markets usually have fewer segments. This is because there are far fewer buyers with very similar requirements. This leaves less room for diversity, and so less need (or opportunity) to segment.

But if your segments can only paint in broad strokes, how can you deliver an online buying experience that goes beyond superficial personalization (“Hi Jeff!”) and becomes truly meaningful?

More specific data – in other words, more granularity.

This is easier said than done. But it is also a vital part of successful marketing personalization.


The case for granular personalizationThe Case for Granular Personalization for B2B

According to Seismic and Demand Metric report, 61% of respondents are already personalizing content. But segment-specific content personalization was the most common type.

  1. Segment-specific (68%)
  2. Persona-specific (61%)
  3. Account-specific (54%)
  4. Lead-specific (37%)
  5. Stage-specific (33%)

This doesn’t seem significant at a glance, but other report data indicates that two types of personalization are used more by organizations that say their content better meets their objectives: persona-specific and lead-specific. Not only that, but segment-specific personalization (the least granular type) is used less by the better performing group.


Better B2B E-Commerce Personalization With Dynamics

The more granular types of content personalization require more data to realize. This could pose a challenge – or at least it could, if you weren’t already using Microsoft Dynamics.

Your Dynamics ERP system is full of valuable client data that can help you tailor your e-commerce marketing to be truly personal for your individual clients, instead of simply approximating personalization through broad categorization.

Instead of simply sending an email focused on a client’s industry, you could notify them when their preferred brand is on sale in your web store.

Targeting big categories with semi-personalized content will be more effective than an email blast to all your clients, but it won’t hold a candle to messaging tailored to your clients’ actual behavior and interests.


Comprehensive Data With Integrated E-Commerce

Integrating your e-commerce platform with Microsoft Dynamics ensures that you can keep track of your clients’ buying behavior and turn this into actionable data.

Without the hassle of manual entry.

What this means for your business in concrete terms is:

  • You always have accurate and comprehensive information in your ERP database.
  • You can personalize your web store using data from Dynamics, your single source of truth.

And, most important of all, you can deliver an excellent online shopping experience for your clients.

For more information on personalizing the B2B customer journey, download your free copy of the white paper Why is Personalized Marketing Beneficial for Your B2B Business?

White Paper: Personalized Marketing for B2B

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