How to personalize your digital customer experience

Customer experience (CX) and digital personalization are talked about a lot in the B2B marketing world. And, for a good reason too! They yield excellent results for businesses of all shapes and sizes. For maximum impact, however, they need to go hand in hand and work together like a well-oiled machine. Clicktale discovered that customers who have had an unpleasant experience on a brand website are 88% less likely to return. So, if your organization isn’t already providing an unbeatable, customer-centric digital experience, you could be missing out on vital business opportunities — from both new and existing customers. And, according to Dynamic Yield, 96% of marketers and executives believe in the value of personalization. So, it’s time to use a personalized approach to optimize and enhance your CX and customer journey for the ultimate business results.

What is personalized CX?

A personalized customer experience is all about putting your customers wants and needs at the heart of your wider customer experience strategy. Essentially, this means getting to know your audience and doing what you can to ensure every interaction they have with your brand is simple, enjoyable, intuitive and, most importantly, personalized to them. As a B2B organization, it’s likely that you’ll provide a multitude of products and services and work with a variety of business sectors. This means you’ll have more than one audience — and it’s highly unlikely that the different groups that make up your audience will have the same wants, needs, interests and expectations. Personalized CX is all about ensuring each segment of your audience or target account gets the experience they want — with positive customer experience and relevant marketing materials every step of the way.

Why personalize your CX?

To put it simply, your customers want personalization. It makes their journey easier, increases relevance, and provides them with the content, information and resources they need. Accenture discovered that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, according to Epsilon, 80% of customers are more likely to purchase from a brand that provides a personalized experience. Providing great customer experience is about giving your audience what they want, so if you want to boost your marketing measurables — including revenue, conversion rate, customer retention rate, number of leads generated and more — as well as enhance your business reputation, you need to prioritize your customer experience and put personalization at the heart of your strategy.

Ways to personalize your CX

There are a number of ways to personalize your customer experience. But, it’s important to include personalization in your strategy from the outset for the best results. Start by determining the level of personalization you want to execute — and consider your resources before deciding. Let’s explore some options.

  • Audience segmentation

Split your wider audience into smaller groups or ‘segments’ based on similarities they share — their industry, buyer behavior, location, psychographics or demographics. This will help you see the groups that make up your audience and enable you to design strategies for each of them.

  • Account-based marketing

Select a number of specific accounts for your team to target with bespoke marketing campaigns and content. Identify businesses that fit your customer criteria and reach out to key decision-makers as markets of one, prioritizing personalization from the outset.

  • Mass personalization

Use innovative personalization technology to create bespoke experiences for every business opportunity you receive. Execute personalized marketing campaigns with the help of automation and marketing technology, enhancing your customer experience and widening your reach.

Website personalization

Static B2B websites will soon become a thing of the past as on-site personalization grows in popularity. According to Infosys, as many as 74% of consumers feel frustrated by impersonal website experiences. So, if you’re not already offering a personalized experience across every digital touchpoint — including your business website — you risk losing out on three quarters of your potential business opportunities. Website personalization automatically tailors your site based on your visitor, helping to streamline your omnichannel customer experience and ensure your leads and customers go on a seamless, highly-relevant user journey from the moment they discover your business online through to making their purchase.

Webeo is a leading website personalization software transforming the B2B customer experience for the better. It works by tailoring your business website in real-time based on the organization visiting — creating a bespoke, on-site experience for every visitor, every time. Utilizing a global leading database of business IP addresses, Webeo can alter the greetings, language, imagery, content and calls-to-action displayed on your website in real-time to meet the needs of your potential customer. Boost your conversion rate, increase the time spent on your site, watch your bounce rate drop and your SEO ranking soar. Discover the power of personalization and supercharge your customer experience — book your Webeo demonstration today.

5 tips for the best customer experience transformation

Is your current customer experience anything less than perfect? If so, it’s time to weave CX through everything you do and transform your business. According to Bain and Company, organizations with a customer experience mindset drive 4-8% higher revenue than the rest of their industries. And, Gartner found that two thirds of businesses now compete on customer experience. So, if you’re not already prioritizing CX, then you could be missing out on new business, loyal customers and the benefits of an enhanced reputation. Start by assessing where you are now, and identifying what you want to achieve. Then, explore these five tips to customer experience to transform your process.

Create a vision

You’ve looked at what you currently do in terms of customer experience, and you’ve explored what it is you want to achieve. For maximum results, your teams need to be fully onboard, aligned and working towards the same set of goals. Your vision should highlight your organization’s emotional connection to your customers — this should be simple to understand, motivate your employees and remind them to prioritize customer experience every step of the way. It should be shared by all departments and link to your wider business strategy or existing brand values. Try and break it down into digestible bullet points, or an easy-to-understand sentence that employees can apply to their day-to-day activities.

Assess your customer journey

Your user journey is a pivotal part of your wider customer experience — so ensuring yours is user-friendly, intuitive and simple is important. Everyone’s will be different, and can span a whole range of marketing channels and activities. Start by thinking about your website — is it easy to navigate? Are your form-fills simple? Are your calls-to-action easy to see? Is it fast-loading, up-to-date and visually attractive? All of these components play a role in improving your customer journey — but remember, the journey often doesn’t start at your website. Ensure your social media posts, content marketing material and paid advertising links through to relevant pages on your site and make for an engaging journey. 

Get to know your customers

Now, you have a clear customer experience vision in place, and you’ve optimized your customer journey. The next step towards great customer experience is ensuring you know exactly who your audience is. Remember, everything you do as a business should be with your customers in mind — so getting to know them inside out is really important. Start by looking at your existing customers to gain a clear understanding of who currently buys your product or services. Use a segmentation strategy to split your audience into groups that share similarities, or identify key accounts and businesses you want to target specifically as part of an account-based marketing strategy. The more you know, the better and more data-fueled your future strategies will be.

Implement a personalized marketing approach

It’s time to use your data and insight to design a personalized marketing approach. Conduct research and establish where your target audience spends time online — what social channels are they using? Do they prefer to be contacted via phone or email? Are they more likely to engage with blog posts and downloadable PDFs, or bite-sized videos and podcasts? Putting personalization at the core of your customer experience strategy is key. Not only do you need to understand the mediums your audience want to engage with, but also the topics they want to read or hear about. Cover industry-specific subjects, highlight pain-points and prove you’re a leader in their business sector.

Introduce technology for a seamless experience

From using automation to speed up processes and customer relationship management (CRM) software to align your teams, to chatbots for the best customer service and mass personalization technology to create bespoke experiences — there is a software solution to supercharge your CX. Website personalization should be a key part of your customer experience strategy — ensuring your personalized marketing approach is seamless across all channels. According to Red Website Design, you have just 10 seconds to impress a potential customer when they land on your website. So, make it count! Website personalization technology enables businesses to create highly personalized on-site experiences based on their visitor, without having to make changes to the code. This puts customer experience at the heart of your business website — if your marketing materials are tailored to meet your customers’ needs, then why should your website be any different?

Webeo is a leading website personalization software that transforms static B2B websites into engaging, bespoke experiences. Utilizing the global leading database of business IP addresses, Webeo tailors the appearance, language, calls-to-action, greetings and content displayed on your website to meet the needs of the business visiting your page. This supercharges the customer experience — enhancing the relevance of your business and creating the perfect website for every visitor, every time. Boost your conversion rates, increase time spent on your site, reduce your bounce rates and watch your SEO ranking soar. Discover the power of personalization and book your free Webeo demonstration today!

Bossing your customer journey marketing

The quality of your customer journey is more important than it once was. It’s a crucial part of the overall customer experience you provide, and it says a lot about your brand as a whole — for B2B organizations in particular. According to Cision, 81% of organizations view customer experience as a competitive differentiator. And, PWC found that 73% of consumers say a good experience is key in influencing their brand loyalties. But, how can you ensure you’re getting it right? If you don’t already have a robust and engaging customer experience strategy in place with an optimized customer journey weaved throughout it — you risk falling behind your competitors and losing out on vital business opportunities.

What is your customer journey?

The customer journey is the path your customers take on the lead up to making a purchase with your business. It’s rarely straight-forward and often involves multiple digital touchpoints — especially in the B2B world. According to Salesforce, it can take 6-8 touchpoints to generate a viable sales lead. For example, a potential customer may follow your brand on Twitter. They see a post that interests them and they follow the link to your website. The link takes them to a specific blog post that engages them further — at this stage, they might go on to explore more of your content or work their way through your website. It’s unlikely that a first-time visitor will go straight through to the purchase stage — however, a great user journey will ensure nothing stands between your potential customer and the purchase. Remember, a buyer may repeat this process or come across your business via a different medium many times before making an inquiry or purchase.

Understanding the customer journey

According to the Adobe Digital Trends Report, more than half of marketers are prioritizing more effective audience segmentation and targeting. To understand your customer journey, you must first understand you customers. More importantly, you need to understand the different types of customers you have — and the different buyer journeys they go on. Make use of the data you already have to gain insight into who your customers are — what industries buy your product? Which social media channels do your key decision-makers use? What sort of behaviors do they typically exhibit on their buyer journey? The more you know about each segment of your audience and the journeys they go on, the better.

Experience strategy

Customer experience should no longer be put on the backburner — instead, businesses need to have a robust customer experience strategy in place to gain the best results. It should be at the center of your business, your website and the service you provide. Walker found that 86% of consumers are willing to pay more for a great customer experience. And, according to Oracle, they found that just 1% of consumers feel that vendors consistently meet expectations. Ensure your teams are aligned, customer-focused and working towards common goals and objectives so that your strategy is executed effectively, and the best results are achieved. Remember, experience is what sets you apart from other vendors!

Journey analytics

Where a customer journey map is a visual representation of the various touch points throughout the buyer journey, analytics provide businesses with the data to track, monitor and analyze customer behavior — weaving together data from across all touchpoints. Journey analytics provide valuable customer insight from across your channels, enabling businesses to manage the journey, make data-driven decisions and supercharge their customer experience. Use high-quality information to decipher when is best to engage, the type of customers that follow a particular path, and the likelihood of churn. Make accurate predictions, increase the lifetime value of your customers and boost your marketing measurables.

CX software

Embracing technology for supercharged customer experience is a must. As the digital world continues to grow and expand, more and more of your competitors are employing marketing technology to boost their businesses. If you haven’t already included innovative software in your customer experience strategy, you’re already a step behind! From streamlining and enhancing processes, to improving personalization capabilities and reducing human error — software can vastly improve and support your organization. From customer experience platforms and customer relationship management software, to mass personalization technology and marketing automation, there’s no excuse for a poor customer experience in 2020.

Webeo is a leading website personalization software revolutionizing the B2B online experience. The software works by transforming static websites into bespoke, personalized sites based on the visitor. Utilizing a global leading database of business IP addresses, Webeo tailors your existing website to meet the needs of the visitor — without any need to alter the base code. Users can edit the greetings, appearance, language, content and calls-to-action displayed — optimizing customer experience and improving the user journey. Boost your CRO, reduce your bounce rates, improve time spent on your site and create the perfect website for every visitor, every time. Discover the power of website personalization and book your demonstration today. 

6 ways to improve your customer experience journey

Great customer experience should be at the heart of everything you do as a business. After all, your existing and future customers are your most important assets. But, how do you create an experience your customers love? Understanding the customer journey is an important part of getting the customer experience just right. In fact, a negative or difficult customer journey could be the difference between developing loyal customers — and achieving fast-exit rates and poor bounce rates from your website visitors. Let’s discover six ways to create an unbeatable customer journey — from website optimization and bespoke marketing content to leading software and on-site personalization. 

Know your audience

Start by establishing who your audience is and what they are looking for. After all, they’re the ones going on your customer journey. Look at your existing customers — what industry are they from? What demographic are they? Where are they discovering your business — Google search results, social media or email marketing campaigns? Remember, you’ll likely have multiple audiences — consider a segmentation strategy for the ultimate insight. Once you have a clear understanding of your customers, you should review and explore your existing customer journey. Once they land on your website, where do they go? And, at what stage do they exit your page? Consider mapping out their journey and highlighting any pain points or issues.

Customer journey optimization

You’ve identified the parts of your website that work well, and more importantly, those that don’t. Website optimization is about improving your site for the best experience. It can be optimized for search engines (SEO), and for conversions (CRO). Both work to improve your customer journey — appearing at the top of the search engine results page supercharges your reputation and makes you more discoverable. Conversion rate optimization ensures your website is intuitive to navigate and, in turn, easier for your visitors to take actions and make purchases. Posting keyword-loaded content regularly, ensuring your pages are fast-loading, enhancing your website appearance and tailoring your calls-to-action are just a few ways to get started. 

Personalized experience — your secret to success

Now you know what your customer journey looks like and who is engaging with your brand, it’s time to apply this insight to your experience. Personalized marketing is crucial for the modern-day B2B marketer to succeed — and, it dramatically enhances your customer journey.

According to Evergage, 55% of marketers say improved customer experience is a top benefit of personalization. And, Segment found that almost half of consumers have made impulse purchases because of personalized experiences. So, create content that is specific to key industries, audiences and accounts, and distribute it on the platforms and channels that matter most to them. Make use of website analytics to identify your best referrer channels and prioritize your marketing activity in these areas for maximum impact.   

Embrace technology

Your customer journey should be seamless and simple — and innovative, reliable technology ensures that is the case. Whether it’s employing live chat or chatbots on your site to make customer support accessible 24/7, using tools to support your optimization strategy, embracing mass personalization technology for maximum impact, or supercharging your processes with customer relationship management tools, scheduling platforms and automation. The customer journey has evolved — people want help, information and insight instantly. According to Edelman, more than half of consumers expect a response from customer service within an hour, even on weekends.

The customer experience metrics that matter

Remember, measuring and testing everything you do to achieve the best results matters. Sometimes, what you think might work successfully isn’t what you need at all. Split testing is a great way to see a side-by-side comparison of what’s working best. Something as simple as the language you use on a particular page or the color of a call-to-action button can make all the difference. Look at where you are — and identify where you want to be. Set benchmarks and goals, and use customer experience metrics to track your progress. This could be anything from customer satisfaction to churn rate, as well as website results like time spent on your site, bounce rate, conversion rate.

Website personalization

On-site personalization is the missing piece of the customer experience puzzle and should be considered a key part of your customer strategy. According to Infosys, almost three quarters of consumers are frustrated when website content isn’t personalized. And, Business2Community found that 81% of consumers want brands to get to know them.  
So, to ensure that your customers find their experience with you enjoyable — and not frustrating — implementing on-site personalization is key. This helps ensure the journey is seamless — if the content they’ve viewed on your marketing channels is bespoke, then why should your B2B organization be any different?

Webeo is a leading website personalization software that is supercharging the B2B client experience with real-time, bespoke on-site experiences. Utilizing a global leading database of business IP addresses, the innovative tool works by transforming your website based on the specific visitor. Greet your visitors by business name, alter the imagery, language and content that appears when they land, increase relevance, personalize calls-to-action and create the perfect website for every visitor, every time. Boost your CRO, reduce your bounce rates, improve customer experience and watch your SEO ranking soar. Discover the power of website personalization and book your Webeo demonstration today!

11 simple steps for great customer experience (CX)

According to Experience Matters, 73% of organizations with above average customer experience perform better financially than their competitors. And, Accenture found that customers switching vendors due to poor service costs US businesses a total of $1.6 trillion. So, it’s clear that providing great customer experience is pivotal for the success of your brand. From the first time a potential buyer engages with your brand through to the final stages of making a purchase, each and every step is an important part of the buyer journey. We’ve put together 11 steps to help businesses improve customer experience, impress potential buyers and achieve the maximum results. 

Identify your audience

B2B organizations typically have more than one type of customer. In fact, we often work with a whole host of industries, sectors, and buyers. So, before designing a customer experience strategy, marketers need to have a clear understanding of exactly who their customers are. Look at your existing data, use a segmentation strategy and get to know who makes up your audience.

Understand your audience

Now you know who makes up your audience, you need to get to know them inside out. Undertake research to find out their wants, needs and expectations when it comes to business. Use this data to fuel your choices going forward — and be prepared to monitor, measure and make changes as necessary.

Personalize your content

Personalized experience should be at the heart of a great customer experience strategy. So, use your audience insight to create bespoke, personalized content. After all, the more relevant the content, the better the overall experience your potential customer has. Ensure you provide enough that’s free and accessible — as well as gating more valuable content to generate leads.

Give account-based marketing a try

Account-based marketing is the ultimate in personalized, customer-centric marketing. Businesses identify specific accounts to target as markets-of-one with highly-relevant, bespoke marketing materials and a personalized sales approach based on relationship building. Before you get started, ensure you have the resources in place to execute ABM effectively.

Look the part

If you’re looking to enhance customer experience, reviewing your website is always a good place to start. How does it look? Is it up-to-date, attractive and engaging? UK Web Host Review found that 75% of people base an organization’s credibility of their website. Think about your own experiences as a customer — would you want to provide contact details to a brand with a website that looked untrustworthy or inactive?

Optimize your website for conversions

Think about your user journey. Is your website easy to navigate? Are calls-to-action easy to find? How long are your form-fills? Does each page load in a reasonable time? Each seemingly small factor contributes to the quality of your overall customer experience, so prioritize conversions and ensure the journey is simple, seamless and intuitive.

Use automation

Marketing automation should be a crucial component of your CX strategy. It speeds up processes, eliminates human error, and can help make your business accessible 24/7. From chatbots and social media automation to CRM software and email personalization technology, embrace a tool that supports your customer experience goals.

Align your teams

Buyers don’t look at a business and see the multiple teams that make up the customer journey. So, for the best customer experience, businesses need to ensure their organization is a well-oiled machine. Align your teams so that they are working towards shared goals and prioritizing the customer at all times.

Set customer experience KPIs

While it can be tough to measure CX success, ensuring you include goals and KPIs in your customer experience strategy is a must. From customer lifetime value to retention and churn rates, there are a whole host of CX metrics to take into account. Start by looking at where you are and establishing exactly where you want to be. Set regular reviews to ensure your strategy is working and your teams are on the same page.

Take notice of feedback

According to CXM, only one in every 26 customers will actually voice their complaints — and the rest will take their business elsewhere without saying anything. So, make it as easy as possible for customers to reach out and provide feedback. Whether this be through surveys, social media or an active customer service team, your clients need to be able to share their opinions. And, remember, customer insight is highly valuable — so, take feedback on board where you can!

Embrace on-site personalization

Your website is the digital hub of your B2B website. Every visitor that lands has the potential to become a customer — but what happens when they get there? According to Epsilon Marketing, 80% of consumers are more likely to do business with an organization that offers personalized experiences. Website personalization helps ensure your site is seamless, relevant and engaging, providing the ultimate in great customer experience.

Webeo is a leading website personalization software helping B2B organizations create highly bespoke on-site experiences. Utilizing a global leading database of business IP addresses, the tool identifies the businesses that are visiting your website and tailors it accordingly to provide the ultimate in personalized website experiences. Alter the imagery, language, calls-to-action, greetings and content displayed on your page and design the perfect website for every visitor, every time. Reduce your bounce rates, increase your conversion rates, watch your SEO ranking soar and provide the optimum customer experience. Want to discover the power of website personalization for yourself? Book your free Webeo demonstration today!

Why your business needs an account-based marketing approach

B2B account-based marketing is a popular, personalized approach to acquiring new business and retaining high-value, loyal customers. If you want to see supercharged results — from driving more revenue to converting more leads than ever before, your B2B organization should consider implementing an ABM approach. But, how does it vary from traditional inbound marketing? Has it seen proven results? And, how do you get started? We’ve answered these questions to help you decide whether account-based marketing is the right choice for you. And, we’ve pulled together the stats for proof — so, if you’re looking to convince another member of your team on the value of ABM, we’ve got you covered! 

Traditional inbound marketing vs ABM

The key difference between inbound marketing and ABM lies in the audience being targeted. Where account-based marketing works on a one-to-one marketing basis, inbound casts the net a little wider — drawing in a variety of customers. But remember, one approach doesn’t have to trump the other — in fact, inbound and ABM can work in harmony for an all-encompassing marketing strategy that sees impactful results across the board. Use inbound marketing to generate leads and gain insight into who is interested in your products, services or brand, and then select accounts to target with highly-personalized content as part of an ABM approach.

ABM in stats

Still not convinced about an account-based marketing strategy? Here are the stats to prove just how pivotal it could be to your future business success. From proving ROI fast to aligning your teams, discover why ABM is a must.

 

  • Your target audience is made up of B2B buyers and key decision-makers. And, they want a seamless, personalized experience — McKinsey found that 65% of buyers will come away from the buyer journey frustrated by inconsistent experiences.

  • If delivering strong ROI is important to you, then ABM should be considered in your business plan. According to ITSMA, 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.

 

  • This makes sense when we learn that SiriusDecisions found 91% of organizations using ABM were able to increase their average deal size.

 

  • And, when it comes to keeping up with your competitors, ABM is a must — in fact, SiriusDecisions found more than 90% of marketers believe ABM is essential to B2B marketing.

 

  • 85% of marketers said ABM significantly benefited them in retaining and expanding existing client relationships, according to Marketo. So, consider applying an account-based marketing approach to your customer retention strategy.

 

  • Driving more revenue is likely one of your biggest goals — and ABM can help you do this. According to FlipMyFunnel, businesses using ABM generate 200% more revenue for their marketing efforts compared to those that don’t.

 

  • Aligning your teams can significantly impact your business for the right reasons — including helping your team achieve more wins. Marketo found that businesses using ABM become 67% better at closing deals thanks to aligned teams.

 

  • Account-based marketing is a long-game, but will lead to great results in the end. DemandBase found organizations that have been using ABM for at least one year have seen a 10% increase in revenue.

 

  • If you struggle to generate engaged leads, a personalized marketing approach like ABM can help. According to Act-On, 66% of organizations say a key benefit of ABM is an increase in pipeline opportunities.

 

  • For B2B tech marketers, developing an ABM strategy is the second biggest priority according to Spice Works — so, marketers in the B2B technology world should be prepared to adopt ABM to keep up with others in their industry.

How to get started with ABM

Your account-based marketing process needs to be well-planned, clearly outlined and based on data. Before you get started, you need to look at your existing customers. What industry are they from? What is the size of their organization? How much revenue do they generate? Gaining an understanding of your existing customers can help you identify target accounts that make sense for your account-based marketing campaigns. Then, it’s time to identify how to reach them. Find out what channels they use and the kind of content they want to see — then, create highly-targeted campaigns based on this data. Your approach should be seamless from the first piece of marketing content your target sees, through to the website they land on to make a purchase.    

Webeo is a leading website personalization software that is transforming B2B websites and supercharging ABM campaigns. The tool works by creating bespoke website experiences for each of your site visitors based on their IP address — utilizing the global leading database of business IP addresses. Users can tailor the language, imagery, content, greetings and calls-to-action that are displayed on their website to meet the needs of their visitors — helping create the perfect website for every visitor, every time. Boost conversions, reduce bounce rates, supercharge SEO rankings, and impress key decision-makers. Discover the power of personalization and book your demonstration today.

What are the most effective account-based marketing activities?

Personalization is the future of B2B marketing. According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, Segment found that 71% feel frustrated by impersonal experiences. So, it’s easy to see why personalized marketing strategies — like account-based marketing (ABM) — have grown so popular in the B2B world. By identifying a number of key accounts and targeting them with bespoke communications, businesses offer the ultimate in personalized approaches. When it comes to executing ABM effectively, it’s important to use a variety of engaging marketing tactics. Let’s explore some of the most successful ABM activities for the best results.

Account-based marketing content

Content marketing is huge — according to Marketing Profs and the CMI, 63% of businesses don’t have a documented content strategy. And, it’s not going anywhere — with predictions from Core DNA suggesting that in 2020, dynamic, personalized content will ‘get a shot of steroids’. This makes perfect sense when we learn that, according to Retail Touchpoints, more than a third of consumers believe that brands should offer more personalization in their marketing. So, don’t dismiss the power of highly-personalized account-based content marketing as a key part of your strategy. Conduct research, identify what your target audience and key decision-makers want to see, and provide them with content that positions you as a first-choice leader in their industry. This could be anything from engaging, quick-read blog posts and downloadable eBooks to informative online videos and educational webinars. 

Direct mail

While the digital world should be at the heart of your strategy, that doesn’t mean traditional marketing methods should be disregarded. In the B2B world, professionals spend so much time online — according to Pew Research, 77% of adults go online every day. This can make cutting through the noise a little more tough. So, consider introducing a direct mail campaign into your account-based marketing approach to stand out. Think creatively — what will capture the attention of your key accounts? What will they get a genuine use out of? Show you understand their needs and put a creative, cleverly-branded spin on a practical gift with your own color scheme and messaging. This way, your organization will be at the forefront of their minds, even when they don’t realize it!

PPC

Including a digital advertising budget in your account-based marketing plan is a must. Especially when we learn that 65 % of all clicks made by users who intend to make a purchase go to paid ads, according to WordStream. And, New Media Campaigns report that paid search results gain 1.5 times as many conversions from click throughs as organic search results. While the majority of ABM content will go directly to your target accounts, consider the overall buyer journey and prevalence of online research. Remember, for an ABM target to convert, they need to know who you are. Online advertising helps raise awareness of your brand, increasing trust and enhancing reputation.

Social

When it comes to account-based marketing channels, social media is a key player in driving traffic to your site, content, and promotional offers, as well as generating a hub of engaged followers. According to the International Data Corporation, 75% of B2B buyers use social media to make purchasing decisions. Connect with key decision-makers on their most-used platforms, and use social to get to know your buyers and their industries. What are they sharing? What is trending or topical in their industry? Tailor your output to meet the needs of your ABM accounts, and speak to them specifically. Share relevant case-studies, run targeted social media adverts and engage in conversation with industry, business or account influencers. 

Website personalization

Traditional, static business websites no longer make the cut when it comes to securing ABM success. They are already behind the curve when compared to B2C websites — so, don’t risk falling further behind! If your B2B account-based marketing strategy focuses on providing a highly-personalized and relevant marketing experience, then a one-size-fits-all website could be preventing your visitors from converting. A personalized marketing approach should be seamless from start to finish — prioritizing your target accounts and their preferences at every stage. According to InstaPage, marketers personalizing their web experiences see an average of a 19% uplift in sales. And, personalized homepage promotions influence 85% of consumers to buy. Could on-site personalization be the missing piece of your ABM puzzle?

Webeo is a leading website personalization software that is revolutionizing B2B websites as we know them. The innovative tool works by utilizing a global leading database of business IP addresses — transforming your previously static website into a bespoke online experience in real-time, based on the visitor. Tailor the language, content, imagery, greetings and CTAs that appear and create the perfect website for every visitor, every time. Boost your conversion rate, reduce bounce rates, increase overall engagement, watch your SEO soar and impress your ABM targets with the power of personalization. Want to see website personalization in action? Book your Webeo demonstration today!

Account-based marketing best practices in 5 easy steps

Before you get started on any new marketing venture, it’s important to be clear on exactly what it is, why you’re doing it, and the best practices to achieving great results. Account-based marketing is a successful, highly-personalized approach to marketing that sees organizations identify a number of target accounts, and reach out to each of them as a market-of-one. ABM yields fantastic results — ITSMA found that almost 85% of marketers say ABM outperforms other marketing investments. And, it’s growing in popularity, too — even back in 2017, 90% of marketers said they were using ABM, according to Flip My Funnel. So, to keep up with competitors and watch your marketing measurables soar, give ABM a try! We’ve put together some best practices to help you execute the ultimate account-based marketing strategy.  

Start with segmentation

An account-based marketing plan acts as a great opportunity to gain an understanding of your wider audience. Consider executing a segmentation strategy — this sees businesses split their customer base into smaller groups or ‘segments’ that make it up and use this insight to establish future target accounts and potential customers. Your product might be immensely popular in the telecoms and healthcare sectors, for example. But, these two industries will respond best to different content and use your product for different reasons. Segmentation can be really effective — in fact, Mail Chimp discovered that segmented emails produced a 14.31% higher open-rate rate than those that weren’t segmented, as well as more than a 100% increase in number of clicks.  

Sales and marketing integration

According to McKinsey, 65% of buyers will come away from their buyer journey frustrated by inconsistent experiences. So, before you embark on your ABM journey, it’s crucial to ensure your sales and marketing teams are fully aligned and on the same page. Both teams should be working towards common goals — so, consider implementing a set of common KPIs and encouraging collaboration where possible. Remember, organizations that offer a seamless experience from start to end achieve the best ABM outcomes. In fact, Act-On discovered that sales and marketing alignment delivers, on average, a 36% improvement in customer retention and 38% higher sales-win rates.

Create tailored content for every stage of your buyer’s journey

Different target accounts will require you to use a variety of account-based marketing tactics. Weaving personalization throughout everything you do is pivotal to ABM success — and creating content for multiple audiences, multiple use-cases, and multiple stages of the buyer journey is a must. According to CEB, individual stakeholders who perceived content to be tailored to their specific needs were 40% more willing to buy from that supplier compared to stakeholders who didn’t. Decision-makers will have their own preferences, and industry-wide trends should be taken into consideration. So, identify the channels your audiences engage with — from social channels to email marketing — and create informative, industry-specific content that they want to see — whether that be downloadable eBooks or a B2B blog.   

Prioritize customer experience

You should now have your target accounts identified, your sales and marketing teams working together efficiently, and hordes of high-quality content ready to share. All of these elements will help you take on a customer-centric approach, focusing on providing unbeatable customer experience. This is pivotal to your future success — Walker discovered that 86% of buyers would pay more for a better customer experience. But, prepare to be supportive even when your target account doesn’t automatically or overtly display interest — according to Demand Metric, only a quarter of buyers reveal their interest to vendors at the early stages of the journey. Remember, ABM is about showing your target accounts just how valuable they are!

Embrace personalization technology

ABM Personalization is a trend that’s growing fast. According to AdAge, one third of marketers said personalization is the capability they want to prioritize in the future. If you haven’t already introduced a personalized approach to your wider marketing strategy, you risk falling behind the curve and losing out to competitors. If you’re looking to turbocharge your strategy and see enhanced results, marketing technology is the answer. In fact, CMSWire found that marketing technology spend is now higher than advertising spend for organizations. Whether you’re looking to speed up processes, streamline teams, or create mass personalization — there’s a technology to support your strategy.

Webeo is a leading website personalization software transforming static B2B websites into bespoke and engaging online experiences. Utilizing a global leading database of business IP addresses, the tool works by tailoring your site in real-time based on the organization your visitor has come from. Users can edit the language, imagery, content, greetings and calls-to-action that appear on your site, enabling you to create the perfect website for every visitor, every time. Boost conversion rates, reduce bounce rates, improve customer experience, supercharge your B2B account-based marketing and yield better results than ever before. Discover the power of personalization for yourself and book your free demonstration today!

Executing the account-based marketing process

Account-based marketing is the ultimate B2B personalized marketing strategy. It gives organizations the opportunity to get in front of their dream clients and provide them with a one-to-one marketing experience. This highly targeted approach sees great success rates — in fact, according to Marketing Profs, organizations with ABM in place generate 208% more revenue for their marketing efforts. And, 84% of marketers say it’s effective in helping retain and expand existing client relationships too, according to Alterra Group. But, to achieve ABM success, you need a clear process in place to yield the best results. Remember, for any new business strategy to work, your organization needs to be a well-oiled machine. It’s time to get your process ironed out for the best outcomes.

Account-based marketing research

Before you start trying to implement an account-based marketing strategy, it is key to conduct research to gain the information you need. While ABM presents a chance to impress the accounts you’d love to work with, ensuring they are likely to convert into customers is a must. So, look at your existing clients as a starting point. What industries are they from? What demographic do their decision-makers fall under? What size organization are they? And, how and why do they utilize your product, services or business? This research will help you go on to identify similar accounts that will have a genuine need or interest in your product.

Aligning your teams

After you’ve identified a series of key accounts you want to target, it’s time to ensure your teams are working together as part of a fully-aligned approach. B2B marketers and salespeople are famously disjointed — but a fragmented and inconsistent experience could be the cost of your key accounts losing interest! According to PwC, a third of customers will leave a brand they love after just one negative experience. And, 92% will abandon the organization after two or three negative experiences. By ensuring your sales and marketing teams are on the same page —working towards a set of clearly defined business goals and prioritizing customer experience — you increase your chances of turning your target accounts into high-value clients.

ABM data

With your teams aligned, ready to work in harmony to achieve ABM success, it’s time to utilize the data you need to create personalized experiences. Remember, a personal approach matters — according to Fresh Relevance, even basic personalization can produce an 8% uplift in sales. And, Salesforce discovered that 38% of consumers won’t return to an online retailer that recommends that don’t make sense to them. So, it’s time to put personalization at the heart of what you do and use insight to help you get there. Where do your target accounts’ key decision-makers spend time online? What kind of content are they reading? Would they prefer to read a series of blog posts about trending topics in their industry? Or, would fast-paced social media videos be more impactful? What kind of buyer are they? All of this information can help you stay ahead and create bespoke experiences for each account.

Account-based content marketing

Content marketing is a B2B marketer’s secret weapon. According to The CMI, 72% of marketers say that content marketing increases engagement and number of leads. But,

according to Smarter HQ, 72% of consumers only engage with marketing messages that are personalized and tailored to their interests. So, apply this to your ABM strategy. With your target accounts identified, your teams aligned, and hordes of data at your fingertips, it’s time to execute a series of personalized content marketing campaigns. You should already know what platforms they spend time on and have an idea of the kind of content they’re looking for. Get creative, be personal, and provide valuable content at every stage of their buyer journey. And, remember, personalization technology is available to help make your process easier and enable you to execute mass personalization.

When it comes to executing ABM, your personalized marketing experiences need to be seamless. With highly-targeted, bespoke content creation underway, what’s the next step? Each social post, downloadable eBook, blog post or promotional email should drive your target account to the same place — your website. But what happens when they get there? If the site they land on is impersonal and irrelevant to them, they’ll likely exit quickly. With an engaging marketing experience and a personalized sales approach in place, why should your website be any different? For the ultimate account-based marketing experience, your website should be the final piece of the personalization puzzle.

Webeo is a leading website personalization software that transforms static B2B websites into highly personalized online experiences. The software works by tailoring your website in real-time based on the visitor, creating a bespoke and highly-relevant experience from the moment they land. Webeo utilizes a global leading database of business IP addresses, which means that the tool recognizes the organization your visitor has come from — greet them by business name, present relevant content, tailor the language and imagery used to meet their needs and create the perfect website for every visitor, every time. Discover the power of website personalization and book your free demonstration today.

3 tips for successful account-based marketing campaigns

Account-based marketing, or ABM, is a tried and tested approach to personalized marketing for B2B organizations. Businesses will identify key accounts they want to target as a market-of-one, assign an account lead or manager to that organization, and execute a highly-personalized marketing approach based on building relationships with decision-makers. According to ITSMA, 80% of marketers say that ABM outperforms other marketing initiatives. And, SiriusDecisions found that 92% of B2B marketers worldwide consider ABM ‘extremely’ or ‘very’ important to their overall marketing efforts. If you’re considering implementing an account-based marketing strategy, to get the most value from it, you need to get it right. We’ve put together three tips for successful ABM campaigns.

Identify high-value, relevant targets that are likely to convert

Before you get started with account-based marketing, you need to have a clear understanding of your customer base. Think about who your existing customers are — what industries are they from? What size are their organizations? As a B2B organization, it’s likely your products or services are appropriate for multiple sectors, not just one. Get to know who your decision-makers are — what demographic do they fit in? What buyer behaviors do they exhibit online? Discover what they like and what they don’t by conducting research and utilizing existing data. Then, it’s time to look for similar businesses that are likely to convert to customers — ensuring they have a genuine need for your product and an appropriate budget in place, too.

The more you know about your potential customers, the better chance you have of designing successful campaigns. Remember, if you don’t feel you have the necessary resources in place for a one-to-one account based marketing approach, segmentation offers you a scalable solution to ABM. Not every organization has the budget, time or team available to reach out to specific organizations with individually targeted marketing materials. With a segmentation strategy, businesses can split their audience into ‘segments’ that share similarities and target these smaller groups with relevant content. Similarly, mass personalization — as provided by innovative personalization tools — enables users to personalize to website visitors on a mass, or in some cases infinite scale, utilizing data and technology.

Align your teams for the best results

According to Sirius Decisions, 91% of those with an ABM program in place said they were aligned with sales — whether that be ‘moderately’, ‘somewhat’ or ‘tightly’ aligned. This makes sense when we discover that organizations are 67% better at closing deals when sales and marketing teams are in sync, according to Marketo. For your ABM efforts to achieve the best results, your teams need to be entirely aligned and working towards common goals. Marketers and salespeople are famously disjointed — often having different targets and priorities. While their day-to-day jobs may be different, when it comes to account-based marketing, your teams need to be entirely on the same page. Consider establishing business-wide goals, setting regular reviews and utilizing software to ensure accounts are being appropriately nurtured with no confusion or overlap.

Create a seamless personalization experience

With key accounts identified and your marketing and sales teams working together to achieve their objectives, it’s time to decide what account-based marketing tactics you’re going to use. Start by discovering where your target accounts and their decision-makers spend time online — are they active on Twitter or do they have a strong LinkedIn presence? Would they prefer to read a B2B blog or access downloadable eBooks via email marketing? When it comes to securing ABM accounts, this matters! Once you know what content to create and where to share or promote it, you need to weave personalization seamlessly through your content, ensuring everything your target account reads or sees is relevant to them.

Start with your marketing materials — write content that focuses on their business pain points, sector-specific issues or trending topics within their industry. This will help position you as a leader and help ensure you are the obvious choice when it comes to selecting a vendor. Embrace technology to ensure communication is consistent and personalized across all channels — including your business website. With highly targeted campaigns driving your target accounts back to your website, it needs to be the digital hub of your business. Ensure your user journey is bespoke all the way through — from the first piece of marketing material they receive, through to the final steps of making a purchase.

Webeo is an innovative website personalization software tool that is revolutionizing B2B websites. Utilizing a global leading database of business IP addresses, the software works by creating real-time, bespoke on-site experiences based on your website visitor. With Webeo, users can edit the images, language, content, calls-to-action and greetings displayed on your website. This highly-personalized experience is the final piece of your ABM puzzle — helping users create a seamless, relevant experience for their visitors across every digital touchpoint. Boost CRO, enhance customer experience and create the perfect website for every visitor, every time. Discover the power of website personalization and book your free demonstration!