Building brand reputation and demand generation with personalized marketing

As marketers, we know that having a strong brand reputation is crucial for creating demand for your products. Without it, demand simply doesn't exist. This change has reshaped marketing strategies, with businesses now focusing on personalized customer experiences. 

In a recent webinar, Sofia Silva from Reachdesk and EJ Oelling from 6sense joined our Head of Marketing, Ashley Topping, to talk about how tailored messages for specific accounts can boost brand perception and drive demand, leading to better marketing results. 

You can watch the full webinar above, but here are the key takeaways on the important connection between brand building and demand generation.

1. There's a symbiotic relationship between brand building and demand generation 

In marketing, the adage "There is no demand without brand" holds significant weight. But what does it actually mean? Well, it's all about crafting a unified narrative that not only showcases what a company offers but also highlights its identity, values, and significance. This approach is designed to deliver tangible benefits that grow over time within a narrative framework that enhances both experience and vision. 

McKinsey's research further reinforces this concept, revealing that B2B brands with a strong reputation outperform their weaker counterparts by approximately 20%. This highlights the tangible benefits of investing in brand building as a core component of your demand generation strategy. A strong brand not only differentiates you in the marketplace but also serves as a powerful magnet, attracting a steady stream of demand and fostering long-term growth. 

2. Creating a human-centric brand is what builds customer connections 

A brand that listens to its community, engages with its audience, and offers genuine support becomes more than just a business—it becomes a friend to its customers.  

Think about business-to-consumer (B2C) brands. We all have favorites, brands that feel more like people than companies. This is just as important in business-to-business (B2B) interactions. When we connect with a brand, we're more likely to trust their advice. This then becomes invaluable when it comes to making purchases or business decisions. In essence, the brands that form meaningful connections are the ones we remember. 

So, focus on what can make your brand human and relatable. Engage with your audience, listen to their needs, and actively build trust. By doing this, you'll create a brand that stands out and is cherished by those who matter most. 

3. Personalization is the key to unlocking the full potential of brand-demand connection 

With technology enabling personalized marketing at scale, customers of all kinds now expect a tailored experience from every brand they engage with. In fact, 80% of consumers are more likely to do business with companies that offer personalized experiences over those that don't. Personalization is the key element in what makes a brand feel human, creating experiences that matter to each individual customer. 

But for personalization to be effective, you need to understand where potential customers are in their buyer's journey. Early stages focus on building brand connection, while later stages require targeted efforts to convert interest into decisions and purchases. By using signals and behavioral indicators, you can deliver relevant content when it'll resonate the most. Platforms like Exclaimer and Reachdesk can provide insights into every prospects' interests, such as their preferred keywords and content.  

This data-driven approach allows you to customize interactions in ways that weren't possible a decade ago. With advanced data analytics, AI-driven insights, and automation tools, marketers can be empowered to segment their audiences and deliver highly targeted communications. An internal strategy like '3×3 research'—researching three key details about a contact in three minutes—ensures communications are highly focused and relevant, capturing the recipient's attention and prompting them to engage further. 

4. One-to-one communication is the best way to achieve personalization at scale 

One of the main challenges for marketers has been trying to personalize their messaging without sacrificing efficiency. With traditional marketing methods, sending personalized messages would be extremely time-consuming and resource intensive. However, with advancements in technology and data analytics, personalized communications can now be easily achieved at scale. 

Using platforms like Reachdesk, Exclaimer, and 6sense together allows you to personalize your communications on a one-to-one basis while also using account insights and intent data. This empowers marketers to create targeted campaigns that stand out from generic mass messages, resulting in higher engagement rates, lead conversions, and ultimately, increased demand. 

5. Use proactive tactics to engage your buyers 

Listening to clients is crucial, and using technology to gather insights can enhance this process. By understanding trends and creating a personalized experience for prospects, businesses can guide customers through their journey, whether they're enterprise clients with complex needs or smaller accounts. Here's some examples for you to use in your marketing efforts  

a. Post-meetings 

During meetings, customers often share personal details, like recent holidays or illnesses. Sending a follow-up email with a small gift can make a big impact. For example, if a client mentions a vacation, sending an Uber voucher for airport transport or a holiday bundle can show you care. These gestures show an attentive approach, setting the stage for lasting partnerships. 

b. ABM campaigns 

Incorporating personalized communication in account-based marketing (ABM) strategies can be highly effective. Sending personalized gifts, such as a dinner voucher to a busy parent, adds a human touch, builds trust, and strengthens relationships, demonstrating the power of individualized attention. 

c. Sales negotiations 

Understanding your prospects' interests and values is crucial for successful sales negotiations. For instance, if a prospect has an interest in social responsibility, mention how your company upholds this value. If a client is interested in data protection, let them know about any security measures your company takes. These personalized details show that you understand their needs and builds trust in your brand. 

d. Event follow-ups 

Gone are the days of generic "thank you" or "sorry we missed you" emails after events. Instead, focus on thought leadership in follow-ups by personalizing messages based on client interactions and pain points. Craft specific content or landing pages that resonate with attendees, providing them with valuable insights and strengthening your relationship. 

A powerful trifecta for modern marketers 

In wrapping up, it's clear that brand reputation, demand generation, and one-to-one personalization form a powerful trifecta for modern marketers. Building a strong brand creates a foundation of trust and recognition that fuels demand, while personalized communication deepens customer relationships and enhances engagement. By integrating these strategies, you create a more responsive and effective marketing approach that resonates with your audience and drives sustained growth.  

So, use technology like Exclaimer's email signature management platform for personalized marketing and see your efforts soar. You can then easily implement a cohesive strategy that combines the best of brand and demand strategies, using personalized communication to enhance brand reputation while focusing on customer-centric personalization.  

Try an online demo of Exclaimer to see how simple it is to boost your brand's reputation with targeted, personalized marketing.