Francisco Opazo

It would be best if you had software mostly to be able to measure the impact of your initiatives. Is really personalization moving the needle? Worth the additional effort and investment on human resources and financials?

In a more formal sense, B2B marketing personalization is the art of tweaking your marketing spiels to resonate with your business audience's unique tastes, needs, and behaviours. It's like crafting a bespoke suit for each client rather than offering them a one-size-fits-all jumpsuit.

The more human, funny, and unconstructed you are, the more stickiness you'll receive from your members. In a world where you can get cold answers from AI, having a human and real spark in responses given to your members will help them realize that they should come back sooner to ask for more help. (If required) Knowledge bases are not communities; they are repositories for the learnings that happen within your community discussions that must include references to previous discussions and an opportunity for members to contribute. Knowledge is collective and alive. A simple but strong strategy is to tag or mention members who have experience or have asked similar questions in the past so you can connect members facing similar issues.

Ask, ask and ask! There is no secret formula to discover what content will trigger reactions, comments, or high engagement within your community. The safe path to start, is to run interviews, 1-1 and learn from what they are looking for when visiting your community or engaging with other members. Once you have learned from your community what they are looking for, you will reach a position where you can care for formats, event types, video or audio, articles or guides, etc. I would say that the planning will fail if there is no research first.

Understanding the distinction between an audience and a community is crucial in digital strategy. While often used interchangeably, they represent different levels of engagement and connection. An audience is generally larger, formed through channels like social media with low commitment and interaction. It's about broadcasting to a group, where not everyone expects direct engagement from the brand. In contrast, a community represents a more engaged and interactive group. Building a community involves filtering your audience through targeted content, events, and interactions to identify those most invested in your brand. This step requires a platform that you control, allowing customization, data management, and member safety.

Usually we invest so many time and resources building partnerships, but not the same care for keeping relationships lasting much. Sad true. To save ourselves from that waste of resources, we have to: Regularly communicate and meet to assess progress and address any issues. Adapt and refine the partnership based on feedback and changing circumstances.