One thing I learnt at the Adobe EMEA Summit this year was that B2B marketers can learn a lot from consumer marketers. In an interesting presentation, Alitalia explained how they have improved their business by moving the website from a price-driven sales platform to one that is personalisation-driven. This has enabled them to do things like increasing the sales of higher-priced tiers of travel, increasing the profitability of the airline.

Often I get asked how our clients can customise content for users. Alitalia had a huge list of factors that they use when personalising, that should provide some inspiration for any marketer:

Of course this isn’t easy: Alitalia has a huge amount of content, including 15 different variations of offers, CTAs, etc for each country. They have also generated a large amount of rich content that engages website visitors with inspirational images and stories. With a record year for sales in 2018, including 18% increase in revenue, 9% increase in average fare and 30% increase in business class ticket sales from the web; as well as 20% increase in conversion rate when using personalised content and 45% increase in average order value from personalisation, the work has clearly delivered a fantastic ROI!