2024人工智能时代的个性化营销：专业服务行业洞察与行动指南

Personalizationin the AI EraWhat ProfessionalServices MarketersNeed To Know and Foreword Personalization now more attainable with AIUsing AI for personalization will become standard practiceCurrent AI adopters see greater potential for personalizationPersonalization performance needs greater use of first-party engagement data But one area stands out in particular: the potential for AI to vastly improve howmarketers create and deliver personalized offers and content. Benchmark datafrom ON24 already shows how effective personalization can be — from doublingconversion rates for meeting bookings to increasing demo requests by 4X. This will B2B marketing has undergone a significant transformation over the past fewdecades, driven by advancements in technology, changing buyer behaviors and theincreasingly significant impact marketing has on revenue growth. This evolution can So, as B2B marketing enters the AI era, the question for you is this — how will AIchange the way you engage? Because the results are clear – AI is not a passing trend,it’s our path forward. Personalization is a key part of that, and we hope this report’s Now, an even more significant shift is underway. The recent emergence of AI-poweredtechnology marks a profound change in how B2B marketers in the financial servicesindustry can engage buyers. This is the start of the AI era — and the vast majority of Personalization nowmore attainable with AI The survey reveals that B2B marketers see promise in AI for personalization,with 84% believing it makes it more obtainable. 88% will use AI in theirpersonalization efforts The reason for the impact is simple: buyers respond farmore positively to personalized and relevant marketing.Indeed,research from Forrester and Adobefound thattwo-thirds of B2B buyers expected the same or betterpersonalization in their professional lives vs. personallives. A separatestudy by ON24 and Heinz Marketing Personalization has a significant impact on B2B marketing performance, enhancingengagement, conversion rates, and overall business outcomes. The data in ON24’s Digital Engagement Benchmarks Reportshows that in the previous year: •Personalized experiences saw a 68% increase in engagement withcalls-to-action, compared to 8% across webinars as a whole. •Year-over-year, the increase in demo requests was almost 4X higher forpersonalized experiences, while growth within non-personalized webinars However, creating and delivering personalized offers canbe particularly challenging for B2B marketers, given thecomplex and lengthy nature of the buying journey. This is Using AI forpersonalization will Given the clear reported benefits of personalization more broadly, it should be nosurprise that nearly 9 in 10 (88%) of all respondents plan to use AI to help with their However, there is one factor that has a significant influence on perceptions of AI’spotential — specifically, whether AI is already being used or not. •Before using AI at scale for personalization, start small and encourage testing tounderstand the capabilities and limitations of the available AI tools. Testing is •Focus initial personalization efforts where the opportunity value is greatest.Create segments and criteria that can drive the greatest uplift in pipeline before •Only personalize to the level at which you are confident in its accuracy. Badpersonalization can be worse than no personalization. For this reason, first- •Remember — not all AI-generated content will be perfect, even if it ispersonalized. Always have someone review it before use. Current AI adopterssee greater potentialfor personalization While those marketers who are currently using AI are optimistic that AI personalization will bemore attainable with the help of AI, with a full 90% saying as much, the same can not be said ofthose who have yet to use AI. Not even half of the marketers who said they do not currently useAI agree that it will make personalization more attainable. Moreover, those not using AI are also less likely to expect personalization to benefit mostmarketing programs. For instance, while the majority of those B2B marketers who are usingAI expect personalization to elevate existing marketing channels (68%), optimize new marketingchannels (64%), improve engagement (59%) and close deals faster (54%), a much smaller share Overall, marketers believe in the potential of personalization to impact their customers’ andprospects’ experience. But, only those using AI believe personalization will be possible to achieve. ON24 Tip:Personalize offers and calls-to-action withinexisting events and experiences. Gaining value from personalization doesn’t mean you need to rewrite content orre-run webinars and events. Instead, you can get results by personalizing the offerswithin your existing on-demand assets. To see how you can do this, watch our session Personalization performance needs greateruse of first-party engagement data B2B marketers are making progress with pers