{"id":15066,"date":"2025-01-29T14:18:12","date_gmt":"2025-01-29T13:18:12","guid":{"rendered":"https:\/\/www.agconsult.com\/en\/?p=15066"},"modified":"2025-01-30T05:02:16","modified_gmt":"2025-01-30T04:02:16","slug":"marketing-and-sales-personal-without-personalisation","status":"publish","type":"post","link":"https:\/\/www.agconsult.com\/en\/usability-blog\/marketing-and-sales-personal-without-personalisation\/","title":{"rendered":"Make your marketing and sales more personal, without personalisation"},"content":{"rendered":"    <div  class=\"Block BlogIntro\">\n        <div class=\"wysiwyg BlogIntro-Text\">\n            <p>Personalisation might feel overhyped right now. But there\u2019s plenty of opportunities for companies to connect on a more personal level with their clients. Without the technical hassle of personalisation.<\/p>\n<p>This article focuses a bit more on B2B, but is applicable to any kind of business. At the end of the article, you get some practical tips you can apply right away.<\/p>\n        <\/div>\n    <\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-your-customer-is-a-person-not-a-company\"><strong>Your customer is a person, not a company<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At almost every conference or training I attend, someone inevitably asks: &#8220;<strong>How does this work in B2B? Because that\u2019s a completely different ballgame, right?&#8221;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Not really.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In B2B, your customer is still a human being. Not a robot. Not a faceless corporation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The decision-maker buying your product or service is a person.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-get-to-the-point-fast-especially-in-b2b\"><strong>Get to the point fast, especially in B2B<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">That B2B person? They\u2019re often juggling countless tasks and have even less time making purchase decisions for their company than when they&#8217;re making personal purchase decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means your approach in B2B must be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Direct<\/strong>. Get to the point faster.<\/li>\n\n\n\n<li><strong>Clear<\/strong>. Highlight the value and benefits of your solution in a practical, tangible way.<\/li>\n\n\n\n<li><strong>Focused<\/strong>. Eliminate distractions and meaningless fluff.<\/li>\n\n\n\n<li><strong>Convenient<\/strong>. Make it easy for customers to contact you or purchase. Quickly, effortlessly and on their terms.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Sounds obvious?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sure. But take a hard look at your own website. How well does it deliver? If your list of improvements fits on one sheet of paper, you\u2019re probably overlooking something. \ud83d\ude0a<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-put-the-customer-in-the-driver-s-seat\"><strong>Put the customer in the driver\u2019s seat<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;<strong>On their terms<\/strong>.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think about that phrase for a moment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s surprising how many companies and websites <strong>force visitors into rigid processes<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You have to book a demo.<\/li>\n\n\n\n<li>You have to make an appointment.<\/li>\n\n\n\n<li>You have to contact sales.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the truth: <strong>your customer doesn\u2019t have to do anything<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your job is to make sure prospects and clients can interact with you <strong>in whatever way they prefer<\/strong>. Whether that\u2019s self-service, live chat, a quick email or a phone call. The choice should be theirs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-speak-the-same-language-as-your-customer\"><strong>Speak the same language as your customer<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In nearly every <a href=\"https:\/\/www.agconsult.com\/en\/ux-services\/user-research\/top-task-survey\/\">customer survey<\/a> we conduct, <strong>a major disconnect<\/strong> emerges between the vocabulary and language of companies and their customers. This is especially true in B2B.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not just about formal versus informal language. It\u2019s about <strong>how benefits and features are described<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The result?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Potential <strong>customers feel alienated<\/strong> or fail to see how your offering meets their needs. Simply because your language doesn\u2019t resonate with them. Your copy doesn\u2019t match what they are looking for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Purely because companies <strong>overuse their own corporate vocabulary, their tired old arguments and their jargon.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution-customer-research\"><strong>The solution? Customer research!<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>You can never be your own customer<\/strong>. And neither can your marketing agency.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brainstorming sessions might seem productive, but they won\u2019t reveal what truly matters to your customers. Thinking about the customer is just guesswork.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The solution? Talk to your customers.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Schedule personal conversations or quick calls.<\/li>\n\n\n\n<li>Run short surveys with open-ended questions.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Their responses will uncover a wealth of insights. <strong>Those answers are the voice of the customer.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Use their exact words &#8211; yes, even whole sentences &#8211; to craft copy that mirrors how your customers think and talk. The language of your customers, not your company, is what resonates.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And <strong><a href=\"https:\/\/www.agconsult.com\/en\/ux-services\/user-research\/\">the benefits of user research<\/a> don\u2019t stop at your website<\/strong>. You can use this feedback to improve your positioning, ads, brochures and sales presentations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-payoff-of-this-approach\"><strong>The payoff of this approach?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019ll see a measurable boost in engagement, trust and, ultimately, sales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-practical-tip-1-questions-to-ask-during-or-right-after-the-onboarding-process\"><br><strong>Practical tip 1 : Questions to ask during or right after the onboarding process<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To truly understand your customers, start by gathering insights during or shortly after they become clients.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Focus on the following:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why did they choose to become your customer?<\/li>\n\n\n\n<li>What ultimately convinced them to make the decision?<\/li>\n\n\n\n<li>What were their biggest doubts during the decision-making process?<\/li>\n\n\n\n<li>Why do some prospects decide <em>not<\/em> to become your customers?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can ask these questions on various product or service pages, as well as on contact, order or quote request pages. Another excellent opportunity is the thank-you page, displayed after a purchase or request for quote. Alternatively, follow up with an email or a quick phone call shortly after their order or request for quote.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-practical-tip-2-questions-for-long-term-customers\"><strong>Practical tip 2: Questions for long-term customers<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For clients who\u2019ve been with you for several months or even years, it\u2019s <strong>crucial to dig deeper<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why do they enjoy being your customer?<\/li>\n\n\n\n<li>What do they see as the biggest advantages of working with you or using your product?<\/li>\n\n\n\n<li>Which benefits or features of your product or solution are most important to them?<\/li>\n\n\n\n<li>What would they miss the most if your product or company no longer existed?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The answers to these questions offer <strong>a treasure trove of insights that can be applied across your marketing and sales efforts<\/strong>. What\u2019s fascinating is that the aspects of your products or services you think are exceptional often differ from what your customers truly value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By understanding and leveraging your customers&#8217; perspective, you can refine your messaging, enhance your offerings, and strengthen your customer relationships.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-we-specialize-in-in-depth-user-and-voice-of-customer-research\"><br><strong>We specialize in in-depth user and voice of customer research<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We help you ask the right questions, in the right place, at the right time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ready to really find out what makes your customers tick?<\/strong><br><a href=\"https:\/\/www.agconsult.com\/en\/contact\/\">Let\u2019s explore how we can optimize your customer insights together.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your customer is a person, not a company At almost every conference or training I attend, someone inevitably asks: &#8220;How does this work in B2B? Because that\u2019s a completely different ballgame, right?&#8221; Not really. In B2B, your customer is still a human being. Not a robot. Not a faceless corporation. The decision-maker buying your product [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[103,102],"tags":[],"class_list":["post-15066","post","type-post","status-publish","format-standard","hentry","category-ux-methodology","category-writing-for-the-web"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Make your marketing and sales more personal, without personalisation | AGConsult<\/title>\n<meta name=\"description\" content=\"Personalization is overhyped. But there\u2019s plenty of opportunities for companies to connect on a more personal level with their clients. Without personalisation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.agconsult.com\/en\/usability-blog\/marketing-and-sales-personal-without-personalisation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Make your marketing and sales more personal, without personalisation\" \/>\n<meta property=\"og:description\" content=\"Personalization is overhyped. But there\u2019s plenty of opportunities for companies to connect on a more personal level with their clients. 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