Donating to a cause that the customer advocates can help generate goodwill for the brand.
Instead of sending a direct email, marketers can choose purposeful alternatives to create experiences that personally resonate with their prospects. According to a McKinsey report, a personal touch can reduce acquisition costs by 50%, lift revenues by 15% and increase the efficiency of marketing spends by 30%.
Gestures like supporting a charity or a local business can inspire confidence and generate interest. B2B marketers can also leverage the technique and reach out to their prospect by appealing to their values and interests.
Creating personalised experiences like unique landing pages and microsites can further help brands build meaningful relationships with their prospects. They should also create tailored content to address individual consumer pain points.
[4 minute read]