Personalize Your Content
With so many brands competing for a consumer's attention, one way to stand out against the noise is with personalization. Things like emails and direct mail that include a person's first name can register an increased probability that your collateral will be given a few more seconds of the consumer's time versus it containing no personalization. Now just because you put someone's first name in the subject line of an email which triggered an open that might not have otherwise happened, doesn't mean this person is going to become your new brand ambassador. What it means is you've now completed step 1 towards closing the deal, you got the consumer's attention.
One major trend in the B2B marketing arena right now is Account Based Marketing. While this strategy is nothing new, companies are moving more towards this direction due to added benefits like a higher close rate, shorter sales cycles, and a way to stand out against the competition. One of the major hallmarks of ABM is personalization. Entire campaigns are built out with messaging and collateral that is geared specifically towards one targeted "ideal client". When content and messaging can be personalized to speak to the pain points of a specific business, it goes a long way.
Increase Attention, Grow Revenue
At the end of the day, whether we're talking B2C or B2B, the more personal you can get, the better. You'll be able to spark an interest, and from there you can begin to build a relationship of trust throughout the entire buyer's journey. Learn to make a future customer feel important before they've even given you any money, show that you care to go that extra mile for them. This does one of two things: First, if you're treating them this well before they've even purchased your services/products, one would be left to believe it only gets better from here. Second, it does the most important thing of all to launch a consumer towards a sale, it gets their attention. We're competing in a surplus economy today, and if you're not willing to go the extra mile to make a sale, someone else out there will.