Website Personalization: The Future of B2B Marketing
These jarring statistics point to a need for marketers to not only use, but master, website personalization. How do you tailor every element of your website to create a positive experience for a prospect you’ve never met? How do you do this at scale? With the right tools, practices and data, website personalization is more possible (and effective) than ever.
Top 2 Reasons B2B Marketers Need Website Personalization
1) Account-Based Marketing:
Website personalization is a potent tool for organizations that use account-based marketing.
“B2B marketing, unlike B2C, is primarily account-based, which means that buyers are purchasing on behalf of an entire company. In enterprise, this process rarely involves one individual, but does make qualities of buyers at the account level more predictable.” – Glenn Taylor, Demand Gen Report
For B2B professionals who are marketing and selling to a specific company, rather than an individual consumer, it’s easier to anticipate what that organization, as a whole, is interested in, and in turn reflect that knowledge by tailoring their experience when they visit your site.
Successful website customization includes:
- Surfacing content and messages that speak to an account’s industry or company challenge;
- Featuring products and solutions pertinent to that account’s needs;
- Creating a personalized vision of your company for each and every prospect.
By enhancing the user experience for every member of a company’s buying committee that might visit your site, website personalization ensures your account-based marketing strategy is consistently relatable and relevant.
2) Capitalizing On Your Data
Customizing your website to your visitors’ preferences and profiles was the stuff of science fiction for many, save the most advanced and well-funded companies. Today it’s accessible to most organizations with 1-2 years of web analytics data to mine for patterns. It’s also becoming a crucial part of the marketing stack.
Triblio, a SaaS website personalization company, explains it best: “The web is no longer static, but should be a dynamic part of the demand gen marketer’s campaign rhythm. Throughout the entire buyer journey, marketers can use an analytic approach to customize messaging and CTAs across ALL their demand gen channels.”
Personalization providers utilize website data to determine what content is most successful, based on metrics like downloads, length of page visits and search keywords that brought users to your site. Then the magic happens:
“After accumulating this data, algorithms tailor the web site experience to include real-time content and product recommendations to fit the profile of the visitor. The experience provided to potential buyers can make or break a company’s online presence, especially those who aren’t well established in their industry.”
– Glenn Taylor, Demand Gen Report
By putting their web analytics data to work, marketers are creating feedback loops that help them create relevant content that provides value to their audience. When marketing provides value to the right audience, they help drive purchasing decisions as a credible source of information. Capitalizing on website data in this way gives not only marketers, but entire companies, a tremendous competitive advantage over teams that put out indiscriminate website experiences.
You’re Only As Good As Your Data
Data-driven teams practicing account-based marketing that have honed their website personalization tactics to drive revenue have a leg up. Still, an organization’s ability to effectively personalize their website hinges on their data quality and insights into consumer behavior.
According to Carl Hancock, Website Optimization Manager at Adobe, “personalization efforts are only as good as your data source, and [the user] profile that you’re building through your customers…If you don’t have very good data and you can’t anticipate what your user needs or who they are, then there’s really not a whole lot to personalize.” This is why, as Glenn Taylor of Demand Gen Report says, “The success of web site personalization weighs heavily on predictive analytics based particularly on consumer behavior.”
Predictive Intelligence and Website Personalization
Predictive intelligence allows marketing teams to do a much better job of website personalization by providing visibility into a prospect’s needs and pain and where they are in their buyer’s journey. These insights give teams the ability to create personalized experiences for customers who are perhaps visiting your website for the first time and are doing the majority of their research elsewhere. Predictive intelligence gives you the ability to more precisely target their experience and test your efforts.
The more customers interact with your site and the more they come back, the more your optimization efforts will improve. And the more data you’ll be able to collect to improve your predictive models. The goal, then, is to build a virtuous cycle in which your data and your marketing outcomes continue to improve together.