In the 2002 movie Minority Report, when John Anderton, portrayed by Tom Cruise, went inside a mall, he was greeted by the AI interface that announced and recommended product after product, to the dismay of the character. Marketers can well relate to this since they resemble how programmatic ads work in today’s world. Marketers today communicate about their product via multiple channels to the “probable” customers hoping that they will convert. The effort might still work in a B2C, e-commerce, or physical product landscape. However, trying to replicate the result would be pretty tough in B2B marketing. 

As mentioned in a previous blog, the success of customer engagement and conversion depends more on the context or their motivation rather than what they are interested in as an individual. Since email marketing is the most preferred method of customer outreach, marketers often optimize them primarily for communication. However, with the average number of messages via emails a customer sends or receives in a day reaching 121 now, getting their attention can become difficult. Naturally, the need to understand the rationale behind customer interactions becomes vital. 

While marketing analytics tools provide insights into the customers’ journey in the conversion cycle, identifying what to track becomes crucial. Analyzing only the vanity metrics can be particularly irrelevant here. Yet, monitoring the relevant data in the journey path may help identify customers’ purchase intent better. Subsequently, marketers can improve customer motivation with relevant and contextual messages and guide them towards the journey’s end. 

Role of contextual marketing in motivating customers

Usually, customer motivation for purchasing a B2B product is driven by two factors; either improving results or preventing poor results in their organizations. Although both traverse different paths due to opposite motivations, they meet at the same point at the end of the conversion cycle. 

Understanding this motivation helps marketers guide users through the appropriate path and convert them into customers. Here, both types of users intend to purchase the product, but, the reason for buying them is different. So, communication needs to be according to customer preference by using motivation as the key driver. Being contextual by realizing the intent and motivation can make the conversion cycle relatively shorter.  

Determining the approach customers may take should be the key focus here. Understanding the direction can help marketers influence their feelings and improve their purchase decisions. It becomes easier to craft messages that engage each type by considering their perspective better. So for a B2B product, a message about how the solution helps improve productivity can work great for one kind of audience. However, telling customers about the reduction in marketing spending and improvement in productivity takes care of both the audience segment, i.e., the part which is keen on improving existing results and the other part which is trying to rectify the weak spots. A marketing message that is contextual to both segments makes convincing easier. This is because the actions promised by the solutions complement their purpose and fit the customer’s perspective. 

Wrap Up

Putting it all together, the path from purchase intent to the motivation of purchasing the product can become quite treacherous. Letting the customers decide whether they want to improve the situation or avoid the problems bothering them is a strong motivator. Understanding this perspective helps marketers project relevant and contextual marketing messages that guide the customers to the conversion journey’s end. 

We are doing something similar at Glance that puts the customers’ perspective to the forefront while curating the marketing communications. To learn more about what we do and how we do it, you can visit our website or sign up here

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