In a recent blog post, we covered the basics of account-based content personalization and explained why it’s so important. (TL;DR: ABM delivers impressive results because it helps revenue teams convey...
In a recent blog post, we covered the basics of account-based content personalization and explained why it’s so important. (TL;DR: ABM delivers impressive results because it helps revenue teams convey the right message to the right business audience at the right time through the right channel.)
In this post, we’ll zoom in on one specific channel — your organization’s website — and reveal not just how to personalize it, but why you need it to drive revenue and improve the customer experience. Let’s dive in.
Website personalization involves creating dynamic experiences in which a site’s images, content, or links are customized to an individual site visitor’s interests or needs. For instance, you might:
To a website visitor, this bespoke experience — delivered at the right time in a buyer’s journey — illustrates that your organization understands their industry, has fluency in their business concerns, and can solve their problems.
Time and again, research reveals that these tactics positively influence buyers, especially when it comes time to make a buying decision. They’re also more likely to adopt new features or solutions if they’re already a customer.
Other benefits of personalizing your website content include:
These reasons — and many more — make a compelling business argument for implementing personalization on your website. Now, let’s dive deeper into the best ways to personalize your site.
Generally speaking, there are three ways to customize your website experience:
Here are a few examples of what this might look like, based on use case:
Those are just a few great examples; the use cases are practically limitless. But before you get overwhelmed or go overboard, heed this advice from our recent personalization crash course:
And also understand that web personalization requires resources, a clear-minded strategy and a wide spectrum content to be truly effective. Most importantly, it requires great data.
Within our industry, 6sense is renowned for its data. And while we don’t provide native web personalization capabilities at this time, the world’s best web personalization platforms leverage 6sense’s data — either as 6sense customers themselves or as technology partners — to deliver robust, highly effective customized customer experiences.
Indeed, without super-accurate data and predictive buying stages (which 6sense uniquely offers), a web customization platform can’t precisely determine where an account might be in the funnel … which means it can’t deliver the most effective customized content experience.
So let’s move on to the good stuff: setting up web personalization for your site. Not long ago, persona-based and industry-based custom web experiences required a lot of homegrown programming logic, multiple website instances, and manual resource management.
These days, most customers expect bespoke B2C and B2B online experiences, and technology companies have risen to meet the need. Current platforms can help you easily implement as many personalized elements of your website as suits your strategy.
Here are some tools to consider:
Most of these tools are designed to play nicely with your existing ABM tech stack. Setup and use are generally straightforward. Many of the features are automated and offer user-friendly interfaces.
Thanks to these tools, the hard part isn’t the personalization. It’s determining which audiences to serve up personalized journeys to, and what those experiences should look like. This shouldn’t be something your digital marketers decide on their own. Ideally, the whole revenue team gets involved:
Once the different segments are decided and a personalization strategy is created, the digital marketing team can then implement website-element and content customization for each audience.
Armed with the right tools and the best intent data, a personalized website gives your revenue team another powerful, persuasive platform to deliver the right message to the right audience at the right time.
Prospects and customers will likely soon see you as an expert in understanding and addressing their specific needs — which can result in higher conversion rates, and higher customer satisfaction and retention.