Like any successful marketing approach, your personalization efforts need to be strategic. In the current climate, while B2B organizations adjust to remote working, personalization has never been more powerful. According to SHRM, remote workers can be up to 25% more productive than on-site workers. And, Small Biz Genius discovered that as many as 75% of remote workers report fewer distractions.
With key decision-makers spending more time than in front of their screens and being granted a little more headspace than usual, you have an increased chance of reaching the right person with bespoke content, a personalized customer journey and a customized view of your site.
Getting in front of the right people
As a B2B organization, it’s likely that you serve multiple industries and offer more than one product or solution. So, how do you target the right people? And, how do provide each of them with a relevant and dynamic marketing experience? Well, there are a number of ways to do this.
Start with segmentation
Splitting your audience into groups that share similarities is a scalable approach to personalization and helps you determine the groups that make up your customer base. Then, personalize your content and experience to meet the needs of each segment.
Consider account-based marketing (ABM)
Identify specific businesses you want to work with and identify their key decision-makers using social platforms like LinkedIn, purchasing third party data, or utilizing common connections. Reach out to them as a market-of-one with targeted and bespoke messaging.
Outbound marketing tactics
Make use of high-quality targeting capabilities through Pay-Per-Click (PPC) marketing, such as social media and search engine adverts, to reach buyers that fit the job description, industry, or target market you’re looking to work with.
Using innovative tools, this approach ensures that no matter who your visitor or recipient is, they’ll be provided with a bespoke experience in real-time. For organizations looking to personalize at scale, or those that are lacking in resources, this is the ultimate solution.
Your personalized marketing goals and measuring success
To master dynamic content personalization and execute the best personalized marketing campaigns, you need to monitor, measure and adapt your processes where necessary. When it comes to measuring the success of your personalized marketing strategy, there are a few key metrics you should be monitoring. The factors you decide to measure should be based on your business goals and accurately reflect your objectives. Be sure to measure where you are before embracing a personalized approach and review regularly.
Return on investment (ROI)
How much are you investing in personalization? You should consider how much revenue you’re generating as a result, and how much it’s saving you in the long-run. Ensure you’re optimizing your strategy and executing a seamless customer experience for the best ROI.
Conversion-rate — your website and your marketing materials
Conversions mean different things to different businesses, so be sure you understand what is considered a conversion before you start measuring yours. From click-throughs and downloads to sign-ups and inquiries, effective personalization should intensify your results.
While it’s sometimes considered a vanity metric — as it doesn’t directly relate to business revenue — engagement helps marketers develop better relationships with customers or potential buyers.
Page views and time spent on your website
Like engagement, measuring the time visitors spend on your site and the number of pages they view can help you gain an understanding of where they are in their buyer journey, how likely they are to convert, and how effective your personalized approach is.
Lead to customer conversion time
Monitor the time it takes for your leads to become customers. Remember, effective personalization should speed up this process as relevant content reassures your prospects and moves them along their journey.
Website personalization tools
Your B2B website is the first and last digital touchpoint in any given buyer journey. So, why is it so overlooked by marketers? As we spend some time working remotely, in the absence of face-to-face meetings, networking events and conferences, your website transforms into your digital shop window. And so, it should showcase the most relevant content to visitors as they arrive. This way, you offer a personalized experience across the entire buyer journey. According to Instapage, 74% of customers feel frustrated when website content is not personalized. So, if you’re investing in personalized marketing communications, then you should be investing in web personalization tools for maximum impact.
Webeo is a dynamic website personalization software that transforms static B2B websites into personalized experiences in real-time. With just a simple code, the tool identifies your website visitors and enables you to greet them with a bespoke view of your website. With personalized greetings, language, imagery, content and calls to action, you’ll impress every visitor, every time — no matter where they are in the buyer journey. Boost your conversion-rate, enhance your customer journey, reduce your bounce rate and increase the time spent on your site. Discover the power of website personalization for yourself and request your Webeo demonstration today!