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Achieving personalized engagement in Business to Business organizations

The business-to-business (B2B) landscape looks drastically different than it used to, thanks to digital acceleration that has reached every corner of our lives. Today’s B2B buyers, accustomed to fast, frictionless, and personalized experiences in their everyday lives, bring those heightened expectations to their roles as business decision-makers in enterprises large and small. To adapt, B2B…

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The business-to-business (B2B) landscape looks drastically different than it used to, thanks to digital acceleration that has reached every corner of our lives. Today’s B2B buyers, accustomed to fast, frictionless, and personalized experiences in their everyday lives, bring those heightened expectations to their roles as business decision-makers in enterprises large and small. To adapt, B2B organizations are taking a page out of the business-to-consumer (B2C) playbook and focusing on personalized experiences instead of a one-size-fits-all approach—and Microsoft Dynamics 365 Customer Insights, Microsoft’s customer data platform (CDP), can help organizations gain a 360-degree view of the B2B customer essential for driving personalized engagement.  

B2C-inspired personalized experiences

Not surprisingly, 73 percent of B2B buyers want a personalized, B2C-like experience and have come to expect offers and engagements across all channels to be tailored to their specific needs.1 Buyers are looking for personalized engagement relevant to their industry (think ads, content, or website) or specific to individual needs (think fine-tuned product recommendations or proactive service alert).

And 75 percent2 of B2B buyers say they now prefer digital self-serve and remote human engagement over face-to-face interaction, a sentiment that has steadily intensified even after pandemic lockdowns have ended.1 The most notable sign that the tide has turned is the ease B2B buyers display in making large new purchases and reorders online. The prevailing wisdom used to be that e-commerce was mainly for smaller-ticket items and fast-moving parts. Not so anymore. Notably, 70 percent of B2B decision-makers say they are open to making new, fully self-serve or remote purchases in excess of $50,000, and 27 percent would spend more than $500,000.2

As B2B buyers become increasingly more comfortable engaging via a multitude of digital channels as part of an often long and complex sales cycle, the resulting data ends up siloed across many different systems. Even a small B2B company today has dozens of systems holding different pieces of the customer data puzzle. Assembling those pieces into a complete picture is a complicated task that few B2B organizations and their customer relationship management (CRM) systems can handle.

Without the means to successfully unify all of this data, it’s nearly impossible for organizations and their sellers to deliver the personalized experiences B2B decision-makers expect. True B2B personalization means going the extra mile to understand each buyer’s priorities and add value to the decision-making process. To make that happen, you need accurate data about your customers as well as predictive insights for the buyer and the account.

Bringing the customer into focus

B2B organizations must have a deep understanding of the person on the other side of the table: their priorities, preferences, goals, motivations, communication preferences, etc. To gain these insights, organizations are turning to a 360-degree view of the buyer and the account, a “golden record” shared across business functions that includes real-time descriptive, predictive, and prescription insights including demographics, firmographics, activities, preferences, churn risk, lifetime value, and next best offer or interaction. This 360-degree view identifies individuals and companies over time, despite changes in their identifiers (such as a new email address or phone number). Unified customer data is the indispensable data foundation for generating insights and driving personalization.

How Microsoft can help

With Dynamics 365 Customer Insights, organizations can deliver on the heightened expectations of today’s B2B buyers and enable a personalized, omnichannel experience. The industry-leading CDP brings together account and contact data from across channels (including zero, first, second, and third-party data), enabling a single view of customers and unlocking AI-powered insights to create long-term relationships, while safeguarding customer data and honoring privacy and consent across the entire journey.

To learn how to unlock the value of your customer data to create B2B experiences that surpass expectations, visit Dynamics 365 Customer Insights.

1- Make Music, Not Noise | Accenture Strategy

2- How COVID-19 has changed B2B sales

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Facebook: Recognizing Global Accessibility Awareness Day

As an avid outdoor enthusiast and firefighter, Carly P. has always loved being active. After a life-changing injury paralyzed her from the waist down, she felt lost. Carly recaptured her passion for being outside and found a community of people like her through the nonprofit organization Catalyst Sports. Now, she uses Catalyst Sports’ Facebook page…

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As an avid outdoor enthusiast and firefighter, Carly P. has always loved being active. After a life-changing injury paralyzed her from the waist down, she felt lost. Carly recaptured her passion for being outside and found a community of people like her through the nonprofit organization Catalyst Sports. Now, she uses Catalyst Sports’ Facebook page to spread awareness and share local recreational opportunities for people with physical disabilities.

In addition to providing community to people with disabilities, we’re also working to make the digital world more accessible. 

We will demonstrate our latest accessibility features today at our annual Accessibility Summit. Join us at 10:00AM PT for this livestream on the Meta Accessibility Facebook Page. In addition to product demos and updates, we will host an interview with Molly Burke, a digital creator and blind advocate.

Through a video series on the Meta Accessibility Facebook Page, we’re highlighting how people with disabilities connect and build communities through our technologies, much like Carly. We’ve created both the captioned and audio described versions of these stories.

Today, we’re recapping advances we’ve made over the past year to make our technologies more inclusive. 

Meta Quest

  • Audio Accessibility
    • Audio balance: This option enables you to adjust the balance of the left and right audio channels for comfort, and to better match your ability to hear in each ear. 
    • Mono Audio enables you to hear the same audio from both the left and right speakers on your headset. 
    • You’ll find both features under the Accessibility tab in your headset’s Settings menu.

Product mock of audio accessibility on Meta Quest

  • Adjust Height  
    • This feature allows you to experience VR from a “standing” vantage point even while reclining or seated. This can improve the VR experience for people who use wheelchairs, have limited mobility or are unable to use the Quest headset while standing. 
    • We first introduced this as an experimental feature (called Raise View) last June and have now made it permanent after receiving positive feedback from the disability community. 
    • You can find this feature in the Accessibility tab in Quest’s Settings menu.

Portal

  • Video relay service (VRS)
    • In December, we began supporting video relay service (VRS) applications on Portal  for people who use American Sign Language (ASL), through a collaboration with ZP Better Together.
    • Through the ZP apps on Portal and human interpreters, people who use American Sign Language can now easily communicate in both English and Spanish. 
    • Portal’s unique AI-powered camera always keeps you in frame and in focus, even when you’re moving, so your face and hands can always be seen.
  • Captions
    • We’ve also added customizable closed captions for streamed content on TV and Touch, as well as added support for live captions into integrated work productivity apps Zoom and Workplace Live.

Instagram

  • Auto-generated captions for Feed videos
    • In March, we introduced auto-generated captions for Feed videos on iOS and Android in English, Spanish, Portuguese, French, Arabic, Vietnamese, Italian, German, Turkish, Russian, Thai, Tagalog, Urdu, Malay, Hindi and Japanese to start. 
    • More importantly, captions are automatically turned on by default when a creator uploads a video to their Feed. Over 140 million videos were created with auto-generated captions in the last 30 days.
    • Creators retain the ability to turn captions off when they choose and viewers can turn captions on or off using on-screen controls.

Product mock of Instagram auto-generated captions

Stickers on Facebook and Messenger

  • We added alt text descriptions to the more than 10,000 stickers available on Facebook and Messenger, making it possible for people who are blind and visually impaired to understand and use them. 

Avatars

  • Earlier this year, we introduced the ability to have your same avatar across Facebook, Instagram, Messenger and Quest. 
  • There are also new avatar options, including over-the-ear hearing aids and cochlear implants in addition to more face shapes, skin tones, expressions, and stickers. 
  • Wheelchairs are now available as stickers on Facebook, Instagram and Messenger so your avatar can better represent who you are or who you want to be.

Product mock of accessibility features of Avatars

Open Source

  • Lexical is a JavaScript framework built to improve text editing on Facebook, WhatsApp, Messenger and Workplace, with accessibility as a priority. 
  • In April, Lexical was released into open source to allow the rest of the world to benefit from these improvements. 
  • With this new framework, people can express their ideas in text via dictation, and readers can experience character-by-character navigation — a feature previously unavailable in similar editors.

Reality Labs Research

  • We’re exploring how improvements in audio quality can enable more realistic presence and perceptual superpowers in augmented and virtual reality— technological advancements that can also help us hear better in noisy environments. 
  • Our team of hearing scientists is also exploring how to reencode sound and present it through closed captioning.
  • While this is still early research, we are excited to learn more about how emerging audio technologies can improve the lives of people with hearing loss. 

Image showing audio research

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Facebook: Announcing New Products to Make Business Messaging Easier

The way people and businesses communicate is changing. One billion people message with a business each week on WhatsApp, Messenger and Instagram Direct — whether it’s DMing brands, browsing product catalogs, asking for support, or interacting with stories. This consumer behavior is accelerating and it’s changing how business gets done. Today at Conversations, our inaugural…

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The way people and businesses communicate is changing. One billion people message with a business each week on WhatsApp, Messenger and Instagram Direct — whether it’s DMing brands, browsing product catalogs, asking for support, or interacting with stories. This consumer behavior is accelerating and it’s changing how business gets done. Today at Conversations, our inaugural business messaging event, we discussed how messaging is transforming interactions between people and businesses, and announced new products to make conversations easier.

Introducing Cloud-based API on the WhatsApp Business Platform

Today, Mark Zuckerberg announced we’re opening up the new, cloud-based version of the WhatsApp Business Platform, hosted by Meta, to any business across the world. With this new API, we’re offering free, secure cloud hosting services so businesses and developers can easily access our service within minutes, build directly on top of WhatsApp to customize their experience and increase their response time for their customers. So now, whether a business wants to work with one of our 100+ partners or access our service directly, it will be much faster to get up and running on WhatsApp.

When growing a business, you need smart, robust and easy-to-use conversation tools. For smaller businesses using the WhatsApp Business app, we’re building tools so it’s easier to handle an influx of chats as they grow their customer base. 

Launching Recurring Notifications on Messenger

Today we’re announcing a new way for businesses to keep the conversation going with Recurring Notifications. As businesses acquire new customers and begin to scale operations, there’s incredible opportunity to build loyalty and trust — and we believe this is where the value of messaging really shines. This new capability makes it easy to re-engage people right in the messaging thread and deliver tailored messaging at the best time for customers, whether to hear about special promotions, new product drops or tips and tricks.

You can choose the topics you’d like to let people opt-in to, how often customers can hear from you and shape your content, so your messages are always on-brand and relevant. Recurring notifications will also be available for businesses on Instagram this fall.

We also highlighted our click-to-message ads to help customers immediately start conversations with businesses, our CRM platform Kustomer and Meta Business Suite for higher volumes of messages across Facebook, Messenger and Instagram. Read more about our product investments in business messaging on our Meta for Developers blog.

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Facebook: Introducing New Members of the Oversight Board

Today, Meta welcomes the newest members of the Oversight Board who have just been appointed — Paolo Carozza, Khaled Mansour, and Pamela San Martin. Per the Oversight Board Bylaws, we worked together with the board to identify and select these members over the last few months. Over the next few months we will continue to…

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Today, Meta welcomes the newest members of the Oversight Board who have just been appointed — Paolo Carozza, Khaled Mansour, and Pamela San Martin.

Per the Oversight Board Bylaws, we worked together with the board to identify and select these members over the last few months. Over the next few months we will continue to support and work with the board to select additional members. The new members reflect a wide range of views and experiences, and will bring a variety of perspectives to the board’s existing expertise.

The Oversight Board represents a unique model for social media governance. From its inception, we knew its impact would come not just from its decisions on individual cases, but also from broader recommendations on how we can improve our policies and processes. In the time since they began hearing cases and issuing decisions and recommendations, they’ve been playing a bigger role in setting precedent and direction for our content policies and how we enforce them.  We look forward to welcoming the new board members into this process.

We will update this Newsroom Post as additional members are appointed. We are grateful to all board members for lending their expertise to our content moderation efforts.

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