Buyers and customers expect if not demand a personalized experience – not just in the B2C market, but now in B2B as well.
It is now a cornerstone of successful sales strategies.
Jeff Fallis, Senior Director of Sales and Customer Success at GoFormz, explains: “Buyer personalization is really centered around the messaging. We start with a specific messaging to a specific persona, but then the messaging and product have to be tailored to the needs of each individual buyer.”
You want to ensure your brand resonates individually with each customer, weaving a narrative that feels uniquely crafted for them, speaking directly to their needs and wants. It will help customers forge lasting connections with your brand, ensuring they’ll remain devoted advocates for the long haul.
GoFormz specializes in transforming paper-based processes into digital forms to reduce errors, streamline work, and improve data-driven insights. Their average annual growth rate has exceeded 30% for five years running.
They have clients in 20 different industries, including Agriculture, Energy, Construction, and Healthcare. Much of their growth success has come from their ability to personalize conversations with buyers across these diverse industries.
I recently had the chance to talk to Jeff about their approach to personalization.
#1) Understanding the Customer Journey and Where They Are
Understanding the buyer journey is crucial for effective sales personalization. At GoFormz, this begins with recognizing both their distinct buyer personas and the related customer journeys.
From the initial organic sign-ups to the intricate onboarding process, every step plays a crucial role in shaping the customer’s experience.
Organic sign-ups, onboarding specialists, and conversion rates are key indicators of buyer engagement. And Jeff emphasizes “it is important to break down the journey into manageable chunks, typically spanning three months over nine months, focusing on achieving renewal or identifying potential risks.”
As customers progress, the journey becomes more complex. Signals indicating increased usage and engagement may prompt a transition to direct outbound strategies, where lead generation and referral partnerships come into play.
Throughout the customer journey, Jeff and his team use a dashboard that helps them understand the customer journey on the backend, highlighting usage patterns and areas where customers may encounter obstacles.
#2) Making Proactive Suggestions
Jeff also stresses the role of proactive suggestions, “we want to start with a primary use case and then together uncover additional opportunities for utilization within the organization.” By generating case studies and leveraging customer success stories, GoFormz educates customers and prospects alike, showcasing the diverse applications of their platform.
These case studies, drawn from the experiences of existing and new customers, serve as valuable resources during Quarterly Business Reviews (QBRs) and help capture success stories that can be shared through various mediums, including video testimonials.
Encouraging customers to think beyond their immediate needs, GoFormz highlights the platform’s applicability across departments, from operations to HR. The more forms a customer utilizes, the greater the enterprise value they unlock, making each interaction an opportunity for growth and expansion.
#3) Enabling Personalization
Field team enablement and industry-specific trends are integral to personalizing the sales story. Jeff highlights the importance of aligning GoFormz’ offerings with industry-specific needs, such as construction technology’s booming sector. Utilizing onboarding processes and sharing best practices ensure a seamless transition into utilizing GoFormz effectively.
By enabling field teams with industry-specific trends and stories, GoFormz demonstrates its commitment to understanding and addressing the challenges faced by different sectors.
For example, in the construction industry, where technology is rapidly transforming operations, GoFormz positions itself as a crucial ally. Through industry-specific content and targeted marketing efforts, the platform showcases its relevance and value proposition, illustrating how it seamlessly integrates into existing workflows.
During the onboarding process, which spans the first three months, GoFormz leverages various touchpoints to capture and share customer experiences. By providing ongoing support and guidance, the platform fosters a sense of partnership and collaboration, ensuring that customers feel empowered to leverage its full potential.
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GoFormz ensures that representatives are well-prepared to address customer needs and tailor value propositions accordingly by equipping the sales team with comprehensive sales playbooks and customer story decks – across the customer journey. Regular quarterly business reviews (QBRs) with the GTM team serve as opportunities to capture stories and share best practices, ensuring continuous customer engagement and education. And they continuously work to refine their approach and adapt to market trends.