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Brand Strategy Seismic B2B Marketing

The personalization payoff: where sellers meet buyers

September 26, 2023 | 6 min read

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When two-thirds of the buyer’s journey takes place online through digital channels, personalizing content for sellers is essential to ensure success. Latest insights from a Seismic report show why.

Personalization doesn’t just pay off; it’s now the way of the world.

Personalization doesn’t just pay off; it’s now the way of the world.

When the pandemic happened, digital interactions between buyers and sellers became an overnight necessity. And despite this sudden shift in behaviors, buyers still expected a highly personalized experience from the sellers reaching out to them.

To find out just how important personalization was during that time – and presumably still is given that buyers and sellers now prefer to interact remotely rather than in person – Seismic looked into how much more its customers leveraged the available personalization solutions within the platform and the levels of buyer engagement that came as a result. It found:

  • Overall buyer engagement increased by 46% year-on-year

  • The uses of Digital Sales Rooms (DSRs), which serve as hubs of buyer-seller interaction and personalized communication during a deal, increased by 187% year-on-year.

  • Buyers responded positively to DSRs, engaging with them at nearly 3x higher rates year-over-year.

Yet buyers and sellers aren’t always on the same page; reps seldom capture buyers’ attention as much as they could because they often fail to personalize the content they share.

From 2021 through 2022, Seismic’s LiveSend link generation (which captures engagement data and time spent consuming content, down to individual page level) increased by 58%, indicating that customers not only saw a greater need to communicate with buyers digitally but also saw a greater need to gain insights about them to understand what truly resonates.

Explore these insights and more by downloading Seismic’s The Personalization Payoff report below.

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Brand Strategy Seismic B2B Marketing

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