So, you may have crafted the perfect marketing message, but if your prospect lands on the *%company%* site and can’t see it, **where’s the value**? If like other B2B marketers, you want to **close the personalization gap and drive growth**, check out the following 5 tips.
To deliver the seamless experience buyers expect (and crave), we’ve got to be better at joining up the digital dots.
We know rich, segmented personalization works, and we can really amplify this by shifting our focus from outbound to inbound. Each web visitor is unique, and you no longer need to accept a one-fit-for-all approach on your website.
Personalization isn’t new to many of us, and it has come a long way since the early days of ‘Hi [insert first name]’ emails.
If you’re still using customer journeys you created pre-COVID, now is the time to work with all customer-facing teams and craft up-to-date maps.
Given prospects don’t neatly fit into stages, you may need to take an agile approach and consider funnel-juggling. The way buyers engage and select vendors are changing. You need to ensure you're marketing strategies reflect this, so that your brand is presented as an industry leader in your field.
The dream is to land and expand. The only way to do this is to establish strong trust-based relationships, and humanize all outreach efforts, across all customer-facing teams.
While the technology will go a long way to get you there, to achieve the full potential of personalization, you need to embrace a new way of working across the whole marketing team.
From the moment they land on your site, every individual visitor deserves to effortlessly find the most relevant information for them. Showcasing this shouldn’t be hard for %company%.
With user-friendly personalization software, non-technical marketers can easily create alternate versions of a website (with no need for HTML, or coding).
And, importantly, they can test and adjust in real-time (because let’s face it, each new year likes to keep us on our toes).
To stay one step ahead of your inbound visitor, and dynamically deliver the right content, at the right time, you need accurate data about them. Look out for vendors who can seamlessly mine large IP databases and access the rich data inside your MA platforms, via a 'one-stop' shop.
Today, we know more about our buyers than ever before. We’ve developed detailed personas, we map and measure every interaction, we produce highly-relevant content. Done right, personalization can reduce acquisition costs by as much as 50% and increase the efficiency of marketing spend by 10% - 30%. Yet, when it comes to first-time buyers seeking us out on their own terms, we often miss out on making meaningful connections.
Prospects will engage with your website long before they engage with you. You want to create a highly relevant and impactful experience from the very first interaction; and then continue to wow them. B2B website personalization is one of the most powerful ways to create an instant connection and drive real business value. This year, it could well be your edge.
