How account-based marketing boosts digital success – top 5 initiatives

Account-based marketing, or ABM, is an effective marketing strategy that sees organizations treat key prospects or customers as individual markets, rather than one wider audience.  This highly-personal and targeted approach means that marketers can focus specifically on businesses, tailoring their approach and creating bespoke content with their potential customer in mind.  It sees amazing results, too — according to ITSMA, 85% of marketers say ABM outperforms other marketing investments.  So, if it isn’t already a part of your marketing plan, then now is a good time to consider including it in your 2020 strategy.  If you’re looking to skyrocket marketing measurables and enhance customer experience, discover how a robust ABM strategy could help.

Lead generation

Account-based marketing helps businesses focus on gaining high-quality leads, rather than large quantities of leads.  For B2B organizations in particular, buyer journeys are often long and complex, spanning multiple decision-makers and taking up large amounts of time.  An ABM strategy can help support this — your organization can choose to target accounts that you know can afford your product and have a genuine need for it.  This way, leads are more likely to convert and don’t run the risk of churning further down the funnel.  While it may be a slower process, the results are worth it.  If you’re hoping to improve conversion rate, then a personalized ABM approach can help.  And, according to StrataBeat, Enterprise businesses are 285% more likely to close with ABM, and their deals are an average of 35% larger.

Brand awareness

There are tons of effective ways to get your brand noticed by the people or businesses that matter most to you.  Whether it’s through paid digital advertising, a social media strategy, a direct mail campaign, or through working your way to the top of the search engine results page.  However, you choose to do it, an ABM strategy can help.  According to InstaPage, 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.  By putting your customer at the heart of your digital marketing activities, and creating content that resonates with them specifically, you can build a brand that impresses your target audience and meets their needs.

Increased sales

Account-based marketing is a foolproof way to align sales and marketing teams with a wider focus on winning business and making a sale.  With such a highly-targeted approach, marketers and salespeople must work in harmony to ensure a seamless customer experience, both working to nurture the lead towards making a purchase.  According to SiriusDecisions, B2B organizations with aligned sales and marketing departments achieve a 24% faster three-year revenue growth, and 27% faster three-year profit growth.  And, 91% of those with an ABM strategy in place described their teams sales and marketing teams as ‘tightly’ or at least ‘somewhat or moderately’ aligned.  So, if increasing sales is part of your wider business strategy, then consider implementing an ABM strategy, focusing on high-value accounts, dream clients or businesses that fit your customer criteria.

Driving website traffic

What happens before you click on a website link?  Unless the content, advert or post driving you to a website is engaging, relevant or interesting to you, then it is unlikely you’ll choose to visit that site.  When it comes to ABM, every marketing communication, whether that be via email marketing, social media marketing, content or digital, or even through highly-tailored ads targeting your accounts specifically, a personalized approach is encouraging them to click through.  This will dramatically increase the level of traffic to your site — and more importantly, all of the visitors will be relevant to your business, engaged with your brand, and likely to convert to a lead or customer.

Education

Positioning yourself as an industry-leader should be a key part of your strategy.  InstaPage found that 87% of consumers said personally relevant branded content positively influences how they feel about a brand.  And, when it comes to personalizing content, an ABM strategy is the ultimate approach to creating valuable and bespoke materials for your key accounts.  Provide educational insight that resonates with decision-makers in the organizations you are targeting.  Identify issues and provide solutions based on the industries they work in.  Write engaging blog posts, and share them on channels that your target audience use, encouraging them to explore your site and guiding them towards building a professional relationship with you.

Webeo is a leading website personalization software that creates bespoke online experiences for B2B organizations.  The software works by tailoring the content, imagery, language and greetings that website visitors see based on their business IP address.  This way, businesses can present the perfect website in real-time, for every user, every time.  Supercharge your ABM campaigns by aligning all digital touchpoints with the power of personalization.  Display content that matters the most to your key accounts, speak to them directly and position your brand as a leader in their field.  Boost your conversion rate, enhance your SEO ranking, see ROI fast and put customer experience at the heart of your strategy.  Discover Webeo and book your demonstration today.

Why many digital marketing strategies fail and what to do about it

According to Smart Insights, around 51% of businesses have a digital marketing strategy in place — either integrated into their wider marketing strategy or as a separate document.  Your organization’s digital strategy should help build an online presence and ensure you achieve your marketing goals.  There are multiple tactics you can use to help you meet them — some are used more widely than others.  But, even with tactics in place, there are a number of reasons that it may not be working as well as it should be.  Remember, marketing never stops, so keeping on top of your strategy and being ready to make changes is just as important as outlining one in the first instance.

Firstly, ensure you have a clear set of marketing objectives in place.  Use the SMART objectives template to make sure your objectives are clear, purposeful and achievable.  Without objectives — what are you working towards?  In a similar way, without deciding on measurable marketing metrics you can monitor, it can be hard to track your successes.  Be prepared to look at where you are and where you want to be — monitoring and making changes as necessary.  Have you employed appropriate technology to support your strategy?  Your MarTech stack can take your organization to the next level, so ensure you pick wisely.  Consider using software that eliminates, streamlines or enhances processes.  When reviewing your strategy, ensure customer experience is at the root of everything you do.  Cater to your target audience’s likes and dislikes, and take an overall personal approach to marketing.  Align your teams to prioritize your customer’s journey — ensuring every touchpoint is as effective as possible.

The metrics of success

With clearly outlined objectives comes the need for measurable marketing metrics.  In the results-driven B2B marketing world, this is crucial.  Different things matter to different businesses, so ensure you are measuring success appropriately, in-line with your wider business strategy.  According to the latest Webeo:Futures survey, 70% of respondents said the volume of leads generated is the metric they use to highlight digital marketing success.  Click-through rate is a success metric for 64% of marketers, and conversion rate for 60%.  This was closely followed by engagement levels for 56% of respondents and value of sales generated for 50%.  A smaller percentage of marketers — just 36% — are measuring impressions and volume of followers, while 28% recognize number of views as an indicator of success.  As little as 26% monitor reach and mentions, and audience relevance is measured by just 14% of marketers.

Consider how metrics might impact each other.  According to the results, audience relevance is the least important success metric to marketers.  Yet, generating leads is the most important.  By increasing audience relevance and creating personalized experiences for your target audience, your website visitors are more likely to convert to leads and, eventually, become customers.  Consider conducting a behavioral segmentation strategy, splitting your audience based on industry, or opting for account-based marketing.  A personalization strategy can improve your conversion rate, too.  Before changing your whole strategy, consider getting to know your existing, target and dream audience and catering to them specifically.

Where digital marketers see their biggest success

Success can be found in a multitude of areas across your business.  And, it is important to remember that no two organizations are the same — so what works for big-name brands, or even your competitors, may not be what works best for you.  The Webeo:Futures results enforce just how varied success rates are across marketing teams.  According to the survey, social media is where 14% of respondents find success, while 12% found success in marketing.  Content, email, SEO, lead generation and website successes are seen by only 8% of marketers.  And, engagement, PPC, organic search (SEO) and LinkedIn is successful for as little as 6%.

Turning failure into success

A robust, all-encompassing strategy is the first step to achieving internet marketing success.  If something isn’t working effectively for you, it is time to revisit your strategy and implement tactics for success.  There is a common denominator that comes to mind based on the Webeo:Futures findings — and that’s the clear need for personalization to supercharge digital marketing strategies.  Creating unique, valuable online experiences for your customers can help skyrocket your measurable successes.  Real-time personalization can positively impact your lead generation, your B2B website, and engagement levels — all of which were only seen as successful by less than 10% of marketers.  And, an enhanced website is crucial to an effective website optimization strategy, helping to move your site up the search engine ranks.

Webeo is the leading website personalization software enabling users to alter the imagery, layout, content and the greetings their website visitors experience on arrival.  This is revolutionizing traditionally static B2B websites.  Thanks to a global leading database of business IP addresses, organizations can greet users by specific business name and create an entirely unique online experience for existing customers, first-time visitors and dream clients.  Enhance your CRO, improve customer experience, prove ROI fast and positively impact your SEO ranking.  It’s time to include website personalization in your online marketing strategy and reap the rewards of the ultimate in personalized marketing. Discover Webeo and book your free demonstration today!

Why most digital marketers believe website personalization is the future

“For me, the future is personalization.” — Marissa Mayer, businesswoman

According to the latest Webeo:Futures survey, 54% of marketers believe personalization will be a key digital marketing trend for 2020.  While personalization isn’t a new concept — consumer brands have been leading the way for years — B2B organizations have fallen behind the curve.  If you don’t already have a personalization strategy in place, then now is the time to start planning yours.  With 2020 just around the corner, there is so much to look out for — from bigger and better technology, to a whole host of new marketing trends.  Put your buyers’ customer experience at the heart of everything you do, watch your measurable metrics soar, and meet your marketing objectives with personalization.

Marketing trends of 2020

“If we produce something original, that will have a better chance rising above the noise.” — Andy Crestodina, Co-Founder and Strategic Director, Orbit Media Studios

Anyone who is remotely involved in internet marketing knows it is vast and ever changing.  Webeo like to stay at the forefront of the online marketing landscape, and know that mass personalization is the future of B2B marketing, and do what we can to share knowledge, tips and advice on all things personalized marketing.  We wanted to find out what our fellow digital marketers think that 2020 and beyond will look like — which is why our latest Webeo:Futures survey explored the challenges marketers are currently facing and what they think is in store for the future.  Let’s explore what marketers believe to be the next big thing in 2020.

Artificial intelligence topped the leaderboard, with 58% of respondents stating that AI will be crucial next year and beyond.  Personalization followed closely behind — with 54% of respondents believing in the power of personalized campaigns, and 48% recognizing website personalization as a major player.  The same number of respondents (48%) also stated that voice search will be a key trend going forward, and this was closely followed by augmented reality (38%), virtual assistants (34%), and the Internet of Things (32%).  Just over a quarter of respondents see wearable tech taking off in 2020, and just under a quarter believe gamification and account-based marketing (ABM) to be the next big thing.

Why is personalization important

“I think every internet user likes personalization.” — Ma Huateng, CEO of Tencent

Every day, more and more high-quality data becomes available.  With so much useful information about potential customers at our fingertips, there is no longer an excuse for mass marketing.  B2B organizations in particular often have multiple products or services available, and tend to work across several industries or sectors.  Developing individualized experiences to suit each of your key audiences can help marketers yield the best results.  Personalization makes the buyer journey easier than ever — your dream client sees exactly the content they need without having to search for it.  Brands can recommend products or insightful content that meets the needs of their target audience, positioning themselves as an industry leader and developing high-quality customer relationships.

The statistics supporting web personalization

“Automated, dynamic, personalized marketing is now.” — Brian Fabiano, Author

Personalization is growing in demand — there’s no denying it.  And with an increase in personalized marketing materials, a personalized web experience is the missing piece of the puzzle.  As customer experience becomes more and more important to buyers, marketers need to ensure the entire B2B buyer journey is seamless.  And, that includes once they land on your website.  If you’re tailoring marketing communications to suit your audience, and directing them to an impersonal website, you reduce the likelihood of conversion.  After all, the more relevant the content your potential buyer sees, the more likely they are to engage.  If you’re still not sure on web personalization, here are 5 stats that prove the power of on site personalization:

● According to InstaPage, 74% of customers feel frustrated when website content is not personalized.
● Evergage discovered that 88% of personalization users report a measurable uplift in business results.
● Business 2 Community found that personalized homepage promotions influenced 85% of consumers to make purchases.
● According to Dynamic Yield, 96% of marketers believe in the value of personalization.
● 38% of website visitors are willing to specify interests so that a website provides personalized content, according to Verizon Media.

Webeo is a leading website personalization software that creates the perfect website for every visitor, every time.  It works by dynamically tailoring your B2B website based on the organization visiting — thanks to a global leading database of business IP addresses, it can create a bespoke experience in real-time.  Users can greet even first-time visitors by business name, and edit the content, language and imagery they see.  Impress everyone — from first-time visitors to long-standing customers — with a site designed with your audience in mind.  Supercharge your customer experience, watch your CRO soar, see your bounce rates drop, and make your way to the top of search engines.  Discover the power of online personalization and book your Webeo demonstration today.

15 vital website optimization strategies

Optimizing your website so it appears at the top of search engines is an effective way of improving your brand’s discoverability.  The higher it appears, the easier it is to find and the more trusted it is by visitors.  According to SEO Journal, 93% of online experiences begin with a search engine.  And, HubSpot found that 57% of B2B marketers stated that search engine optimization (SEO) generates more leads than any other marketing initiative.  There are a number of ways to improve your website ranking, and utilizing a number of them can help you reach success.  Essentially, they all work to make your website experience seamless, enjoyable and customer-focused.  So, if you want to get discovered by your target audience, be sure to implement an optimization strategy as part of your wider marketing plan.

Digital content marketing

According to Content Marketing Institute, 61% of content marketers see changes in SEO as a top concern.  Uploading regular content to your website brings with it a whole host of SEO benefits.  It fuels your website with keywords, ensures fresh, relevant content is being posted and even helps to keep users around for longer, working to reduce bounce rates.

Run a B2B blog

Posting keyword loaded, link-filled, engaging posts to a B2B blog can help you optimize your website.  According to HubSpot’s State of Inbound, blog content creation is a top priority for more than half of B2B marketers.  And, Traffic Generation Cafe found that blog traffic increases by up to 30% after you post 24-51 posts. So, keep it up once you start!

Implement a social media marketing strategy

While having a social media presence doesn’t directly impact your website optimization, it’s important to recognize that posts that get shared a lot get seen a lot.  With an engaged, relevant social media following, posts can be shared among interested readers, eventually back-linked from other sites and, in turn, improve your SEO ranking.

Don’t dismiss online video marketing

RenderForest discovered that 7 in 10 marketers are optimizing video marketing for SEO.  And, 81% of people feature their video on their brand’s website.  Like educational blog posts and content, videos help keep visitors on your site for longer.  Don’t dismiss the power of placing creative, engaging videos strategically on your B2B website.

Get keyword savvy

According to DataBox, more than 35% of marketers use keyword analysis as their main source of content ideas.  Finding out what your target audience is searching for online, and creating content around those terms, is an effective strategy.  Ensure your website and blog copy makes for an interesting read, though!  Always favor quality over ‘keyword stuffing’.

Reduce your bounce rate

Long-read blogs, engaging copy and increased personalization all help to keep your website visitors on your site for longer.  The more relevant the content they see, the more likely they are to read, watch or engage with it.  Ensure your marketing materials link to relevant pages on your site, so users land where they expect and can access content they want to see.

Fast-loading pages matter

According to Think With Google, websites that load in 5 seconds on average see 70% longer sessions compared to those that take around 19 seconds.  Remember, put yourself in your audience’s shoes.  B2B marketers are busy decision makers, so it’s no surprise that time is of the essence! Prioritize loading speed to secure the best results.

Mobile first

Today, B2B buyers will rarely be seen without their smartphones.  This dramatically impacts the way research is conducted and purchases are made.  Don’t dismiss the importance of optimizing your site for mobile as it could make all the difference — according to QuickSprout, 51% of searchers are more likely to purchase from a mobile optimized website.

Look the part

The way your website looks is the first thing every visitor will notice when they arrive.  So, ensure its appearance isn’t putting visitors off spending time on it or making a conversion.  HubSpot found that 38% of people will stop engaging with a website if the content or layout of a website is unattractive.  Make sure your site is simple, modern and interesting to look at.

Speak to your audience

Imagery and layout are important.  But, remember, the language you use on your site could also play a huge role in whether or not your audience decides to spend time on your site.  Avoid technical jargon, ensure copy is easy-to-read, and speak in a manner that suits your brand and the audience you are talking to.

Search engine optimization (SEO) software

We’re big believers in utilizing the best in technology to help support your business strategies — website optimization included.  Consider embracing tools to help kick-start your journey to the top of the search engine, saving you time and resources while you concentrate on the rest of your digital marketing strategy.

Put CX at the heart of your strategy

In 2019, positive customer experience matters. According to Wunderman, 54% of UK consumers feel more loyal to brands that show a deep understanding of their preferences.  Take this into account when creating content, designing your site, and making recommendations.  CX should be a priority across every digital touchpoint for SEO success.

Split test for success

Something as seemingly small as the color, font or language you use on your website can have a direct impact on its performance.  Since you’re putting your customers first, it’s important to take note of what they like and what they don’t.  Consider split testing to see what works best for your specific audience — and don’t be afraid to make changes as necessary.

Use first person calls to action

Good conversion rates can positively influence your website.  And, after all, you want your customers to make conversions — whether that be filling in a sign-up form or making a purchase.  Test which CTAs work most effectively, and ensure you’re speaking clearly and directly to your audience, without being too pushy.

Dynamic website personalization

By creating highly personal, relevant online experiences for your target audience, you increase the chances of them staying on your website.  In fact, the demand for personalization has grown so much that 71% of shoppers are frustrated when their buying experience is impersonal, according to Segment.  This leads to increased bounce rates, lower conversions and, in turn, could negatively impact your website conversion rates.

Webeo is a leading website personalization software creating highly-relevant individual online experiences for your website visitors.  Thanks to a global leading database of business IP addresses, you can greet your visitors by business name, as well as dynamically tailoring the images, content and language they see to meet their needs.  Create the perfect website for every visitor, every time.  This increase in relevance means your CRO will soar, bounce rates will drop, and customer experience will be at its best — in turn, supporting your SEO strategy and taking you to the top of the search engine.  Discover the power of personalization and book your free demonstration today.

The most used digital marketing tactics and what you should plan to do in 2020

For your B2B organization to stand out in a crowded marketplace, you need to master the art of digital marketing.  When multiple businesses offer the same types of products and services as you, the difference lies in the way your customer feels about your brand.  If the experience your organization provides is unbeatable, that’s what will drive your target audience to make a purchase or become a loyal customer.  But what tactics are the best digital marketers using — and which ones should be a crucial part of your strategy in 2020?  We’ve explored some of the marketing tactics taking the B2B world by storm.  If they’re not already a crucial part of your marketing plan, then revisit your strategy to ensure it’s designed with success in mind.

What tactics are most digital marketers already using?

  • Digital content marketing

According to Content Marketing Institute, almost 90% of B2B marketers use content marketing.  And, more than half of those that aren’t using it right now plan to start.  It’s popularity is undeniable, and that’s no surprise when we discover its benefits.  Not only does it help establish your brand as a thought-leader, supply hordes of content to fuel your SEO strategy, and supply your sales and marketing teams with assets to nurture leads, but it also plays a key role in winning business.  Demand Metric found it generates three times more leads than outbound marketing, and ABGE Essentials discovered that it achieves a conversion rate six times higher than other methods.  So, it really is an important part of your B2B marketing activity and can help marketers achieve seriously impactful results.

  • SEO

How easy is it for your customers to find you via search engine results?  Do you sit comfortably at the top of Google?  Or, do potential buyers have to trawl through pages of search results to find you?  According to Clutch, more than a third of small businesses have an SEO strategy in place.  When implemented correctly, it works — it can drive a 14.6% conversion rate, according to 99 Firms.  So, if you’re not already optimizing your website, you risk falling behind competitors.  Organic SEO is almost six times more effective than paid advertising, according to SEO Tribunal.  Build trust by working your way to the top — implement a keyword strategy and fill your site with regular and engaging content.  Ensure your pages are fast-loading, calls-to-action are clear, and your site is up-to-date.

  • Social media marketing

Social media is not a new concept.  It’s been around for as long as the modern-day marketer can remember.  So, it’s evident that it’s here to stay.  According to Smart Insight, more than 60% of customers expect brands to provide customer service via social media.  And, 90% of social media users have used platforms to communicate with a business.  If your organization doesn’t already use social media, then you are likely lightyears behind your competitors.  But, don’t start using it without clearly outlined marketing objectives in place.  Every post should have a purpose — whether it’s to enhance reputation, raise awareness or drive traffic, ensure it is in line with your wider goals.

What tactics should digital marketers be using in 2020?

  • Customer experience marketing

For brands to be successful today, loyalty is of optimum importance.  Acquiring new customers should always be part of your marketing strategy, but it’s also crucial to include customer retention in it, too.  Temkin Group found that, by 2020, the majority of purchase decisions will be based on customer experience and not price.  And, if increasing your revenue is part of your wider business strategy, then improving CX is crucial — organizations with $1 billion in annual revenue could see an increase of $823 million over three years.  Consider developing a customer relationship strategy and introducing loyalty schemes and rewards for returning customers.  Make user journeys simple, ensure every marketing message is designed with your audience in mind, and remember — the customer journey doesn’t stop at the sale.

  • Integration ⁠— teams, processes and technology

A key part of prioritizing customer experience lies in their user journey.  Think about your own experience as a buyer.  Whether you’re a B2B decision maker or a consumer, we all want simple and easy-to-understand experiences — and integrating software helps ensure they are seamless.  According to Google and Econsultancy, leading organizations are 1.5 times more likely to have an integrated marketing and advertising technology stack.  And, aligning your teams keeps everyone on the same page — no matter what part of your sales funnel they support.  According to Marketo, sales and marketing alignment can help businesses become 67% better at closing deals.  Look at your processes from your customer’s perspective to ensure streamlined experiences across the board.

  • Dynamic personalization

According to Dynamic Yield, 96% of marketers and executives believe in the value of personalization.  But, for almost 20% of them, personalization is still limited to a channel-specific capacity.  For personalization to be truly effective, it needs to span all channels seamlessly.  Prioritizing individualization across every touchpoint can make a strong impact on your reputation and results.  Salesforce found that tailored engagement based on past interactions is important to almost 60% of customers, and McKinsey discovered that personalization can increase the efficiency of marketing spend by up to 30%.  Bespoke experiences are the future of marketing.  With so much accurate data at our fingertips, there’s no excuse to ignore it.  If it’s not already outlined in your 2020 plan, it needs to be!

Webeo is an intelligent website personalization software changing the face of B2B website as we know them.  It works by creating individualized website experiences based on a set of criteria set out by the user — creating the perfect website for every visitor, every time.  Tailor the language, imagery, content and greetings your visitors are met with on arrival to your site.  Thanks to a global leading database of business IP addresses, you can even welcome visitors by business name, creating the ultimate in personalized web experience.  Watch your conversion rates soar, see your website move to the top of the search engines, reduce your bounce rates and impress customers at all stages of your sales funnel. Discover the power of personalization and book demonstration today.

Why digital marketers want to implement personalized marketing

We are in an era of highly-personalized experiences. Mass marketing is out, and one-fit approaches no longer see the best results. Think about your favorite B2C brands. The user experience, marketing materials and website will have personalization at their core. For marketers to achieve the ultimate success, they need to shift their focus to their audience, and prioritize creating individual experiences. That’s where personalized marketing approaches come in. It’s not only preferred by customers — it is expected. And often, buyers have become so accustomed to tailored experiences, that they are frustrated by or uninterested in impersonal communications. According to Smarter HQ, 80% of frequent shoppers say they only shop with brands that personalize their experiences. And, Retail Touchpoints found that 36% of consumers believe brands should offer more personalization in their marketing.

The digital marketing trends of 2020

Digital marketing doesn’t stop. The next big thing is always on the horizon, and as marketers, it is crucial to stay one step ahead at all times. But what’s on the horizon for 2020?

● Voice search: changing SEO as we know it

When planning your digital marketing strategy, SEO should be a key consideration. But going forward, organizations will need to consider optimizing their websites for voice search. If your target audience is made up of 18-29 year old in particular this is important, as 71% of them use mobile personal assistants according to Thrive Analytics.

● AI continues to grow

According to IDC, world-wide data will grow continue to grow by 61% by 2025. So, it’s no surprise that artificial intelligence is predicted to get bigger, better and more commonplace. Today, so many businesses are not utilizing it to its full capacity. Organizations should consider implementing it to boost productivity, increase revenue and maximize their marketing.

● Integrated marketing technology for a seamless experience

According to Oracle, only 8% of those using marketing technology felt it had been implemented well. For this reason, a rise in all-under-one-roof software to support an integrated marketing strategy is on the horizon. This could streamline personalized marketing processes, helping with content creation, social automation, lead nurture and more.

● Customer retention and experience will become a main focus

Customer experience is growing in importance. If it isn’t already at the heart of your strategy, then going forward in needs to become embedded in what you do. According to Zendesk, 87% of shoppers share good experiences, and 95% share bad experiences. Either way, it’s in your best interest to provide a quality experience to your valuable customers.

● Personalization at the heart of marketing

According to Janrain, 94% of marketers plan to focus on data, personalization technology and customer data management to deliver personalized experiences. With an increase in demand for excellent customer experience and a predicted uptake in automation, it’s no wonder that personalization will continue to grow in 2020. The more seamless and individualized a potential customer’s online experience, the more likely they are to convert and improve on key marketing metrics across the board.

How personalized marketing can boost your conversion rate

Econsultancy found that 93% of organizations see an uplift in conversion rates thanks to personalization. This makes perfect sense when we discover the power and popularity of personalized approaches. From seamless customer experiences across digital touchpoints to product recommendations, it’s no surprise that tailored communications enhance the likelihood of conversion. Consider developing bespoke communications for each of your audience segments and ensuring every marketing message they receive meets their needs. From the content they discover on social media and emails the receive, through to the images, language, greetings and content that meets them on your website.

Getting more from your website strategy

Website personalization should be a core part of your wider strategy. As the digital hub of your business, your site is where visitors land and expect to find everything they need to know about your organization. But remember, B2B buyers are consumers in their personal lives. For your website to be effective, it needs to offer personalized content and a user-friendly journey, prioritizing customer experience above everything else. To get the most from your website strategy, you need to set goals and work towards them. Consider improving your SEO, optimizing conversion and testing performance to ensure success. And, remember to put personalization and individualized experiences at the center of what you do.

Website personalization software is a game-changer when it comes to creating bespoke online experiences for your website visitors. Webeo is a leading personalization tool helping B2B organizations impress every visitor with the perfect website in real-time. The software works by altering the appearance, text, imagery and greetings your site visitor sees based on a set of criteria put in place by you. This could be based on their industry, or their specific business thanks to a global leading database of business IP addresses. Watch your CRO soar, reduce your bounce rate, enhance customer experience and more. Discover the power of personalization with Webeo. Book your demonstration today!

Why mass personalization is the future of marketing and how it’s possible today

“One-size-fits-all doesn’t fit anymore.” — Industry Week

We are in an era of personalization. And, it’s changing the way customers engage with brands. With hordes of data at our fingertips, and an increase in the importance of customer experience, it has never been more crucial to prioritize personalization. Putting the preferences of your customers and potential buyers at the core of your strategy makes perfect sense when you think about it — after all, they’re the ones making the purchase. In the B2C world, individualized experiences are the norm. Think about your favorite consumer brands. More often than not, their marketing communications are tailored to you — with personalized greetings, bespoke offers and customized calls to actions, it’s no wonder you’re always coming back for more. The B2B world, however, has fallen behind the curve when it comes to mass personalization.

What is mass personalization?

Mass personalization, by definition, is the act of creating highly-personalized digital experiences for specific audiences based on a set of criteria. Usually, this will be through the use of a segmentation model, which helps businesses split their customer base for effective targeting. For B2B organizations in particular, targeting individuals can be extremely difficult. But, by identifying similarities and differences within your audiences, it is possible to develop bespoke experiences that meet the needs of a group, industry or demographic. B2B organizations tend to provide multiple products or services that span several industries and sectors — this is where dynamic website personalization as part of an effective personalization strategy comes in. Mass personalization enables organizations to build better relationships, improve customer experience and target decision-makers from numerous types of businesses.

Mass personalization in today’s marketing

Evergage found that almost 90% of U.S. marketers observed measurable improvements thanks to personalization. With increased relevance comes increased likelihood to convert — skyrocketing your measurable results and enhancing your customers’ overall experiences. From effective product recommendation to tailored calls to action, each audience segment can experience the perfect website based on their own preferences. Already, personalized content plays such a big role in brand success. According to InstaPage, a lack of content relevancy generates 83% lower response rates in the average marketing campaign. And, 63% of consumers said they’d think more positively of a brand if it gave them valuable, interesting or relevant content. Utilizing leading technology and high-quality data will help future proof your organization as the demand for online personalization continues to grow.

Mass personalization over mass marketing

Mass marketing is out, and mass personalization is in. Traditionally, marketers would view their audiences as one mass group, delivering the same experience across the board. When there were fewer options and less access to data, this was feasible. However, as accessing data, insight and opinion from customers becomes easier and easier, so does bespoke, tailored marketing. In fact, according to SmarterHQ, 90% of consumers are willing to share behavioral data if it provides benefits — like a cheaper or easier shopping experience. So, there is little excuse for a one-size-fits-all marketing approach. Consider implementing multiple marketing strategies to cater for different audiences, and ensure you’re marketing content is channel appropriate. Use personalized email campaigns, highly-relevant social media content and targeted adverts to drive your target audience to a personalized website.

Customers personalization expectations

Bespoke experiences are not simply a desire for buyers — they are an expectation. Retail Touchpoints found that more than a third of consumers think brands should offer more personalization in their marketing; according to SmarterHQ, 70% of millennials are frustrated with brands sending irrelevant marketing materials, and Segment discovered that 71% of consumers are frustrated by impersonal shopping experiences. So, to ensure your organization is providing the best customer experience, highest levels of relevance and enticing customers to convert, then you need to incorporate a mass individualization strategy into your existing plans. But, don’t just personalize for the sake of it! Ensure the data you use serves a purpose — with each bespoke element or communication working to improve CX.

The future today

According to Evergage, 92% of marketers reported using personalized approaches in their marketing, but more than half don’t feel they have sufficient data to implement it effectively. That’s where personalization software plays a crucial role in creating the ultimate in individualized experiences. For the most effective results, bespoke experiences need to happen in real-time. And, for that to work, marketers need access to accurate data and the best quality personalized marketing tools. Email Monday found that 75% of marketers are currently using automation tools in their strategy. And, almost half of marketers say that marketing automation is one of the 4 most popular methods for creating personalized customer experiences according to House of Marketing. Webeo, for example is a tool that enables users to conduct mass personalization — creating bespoke experiences in real-time, with the chance to segment by industry, sector, or even specific business.

Webeo is a leading website personalization software, helping businesses transform their static B2B websites into personalized online experiences. Using a global leading database of business IP addresses, Webeo creates bespoke website experiences based on the business visiting your site. Optimizing relevant content, engaging imagery and language that resonates with your potential customer, the software ensures your website is perfect for every user, every time. See your CRO soar, benefit from a reduced bounce rate and reap the rewards of improved SEO. Enhance customer experience, create brand loyalty and engage every potential ⁠buyer — from first-time visitors to existing customers. Discover the power of website personalization and book your free demonstration today.

12 website personalization tricks that will catapult your conversion rates

Econsultancy found that 93% of brands using personalization have seen an uplift in their conversion rate thanks to website personalization. And, according to the results of the latest Webeo: Futures survey, conversion rate is considered in the top 3 success-measuring marketing metrics. So, if conversion rate optimization (CRO) is important to you, then it’s time to get personal. Discover how creating individual website experiences for your visitors will take your conversion rate up a notch.

Display relevant content

According to InstaPage, 74% of customers feel frustrated when website content is not personalized. If you’re hoping to convert website visitors into customers, then real-time content personalization needs to be on your radar. For B2B organizations in particular, personalized content should be a priority — when your target audience is made up of busy B2B buyers, you need to capture attention quickly. Putting relevant blog posts and downloadable content in front of their eyes will speed up the buyer journey and reassure them you are the right vendor to work with.

Personalized calls to action

Think about the calls to action on your website. Are they clear? Do they speak to your specific buyer? Consider the action they are about to take and the kind of language they are used to seeing in their industry. To effectively guide your site visitors through to the conversion stage, you need to ensure your CTAs meet their specific needs. It works too — HubSpot found that personalized calls to action perform 202% better than basic CTAs. Essentially, it creates a personalized service from start to finish.

Engaging imagery

According to Social Media Examiner, relevant imagery can help people retain 65% of the information they take on for up to three days, compared to just 10% when no imagery is used. This highlights just how important visuals are to consumers ⁠— especially relevant visuals. Will images of your own team, product or office be relevant to your website visitors? For the most dynamic personalization and likelihood of conversion, consider presenting potential customers with industry-specific, attractive imagery that resonates with them as an organization.

Industry-specific language

As marketers, we tend to use a lot of jargon. This can be seriously off-putting for potential buyers. Simplify what you are saying — and consider asking someone from outside of your industry to read copy before it’s posted. This way, brands can ensure they’re not over-complicating or using terminology that will scare visitors off. According to Statista, some of the most hated office jargon includes terms like ‘touch-base’ and ‘no-brainer’, so be sure to do your research. When it comes to digital personalization, you need to be clear, concise and use language that speaks directly to your target audience.

Greet visitors by name

Customizing your website’s welcome message will help you create the ultimate personalized homepage. When the user lands, they will know immediately that you value their visit and are ready to do business with them. This is a great way to complement an account-based marketing (ABM) strategy, ensuring every digital touchpoint is designed with the user in mind. But, this shouldn’t be the only personalized element — according to Econsultancy, only 8% of survey respondents said they’d be encouraged to engage if a brand addressed them by name.

Guide users based on buyer behavior

According to InMoment, half of loyal customers have left organizations for a more relevant competitor. Behavioral targeting is an effective way of creating relevance and guiding your customer through their buyer journey. From purchase behavior through to loyalty status, every customer acts differently as they make their way towards the purchase button. Use this to your advantage — tailor calls to action to hurry hesitant buyers along and display appropriate product recommendations to impulsive buyers who’ve used your services before.

Develop a wider personalized marketing strategy

Dynamic Yield found that for nearly 20% of marketers, personalization is still channel-specific. But, according to the E-Tailing Group, increasing personalization in more channels can increase overall consumer spending up to 500%. Streamlining your personalization strategy to incorporate multiple platforms, channels and strategies is crucial for success. In fact, when thinking about your user’s journey towards making a conversion, impersonal marketing content or experiences can be disruptive. Put your customer at the heart of your strategy, considering each element of the buyer journey.

Use product recommendation based on purchase behavior

Personalized recommendations have taken the B2C, ecommerce and streaming service world by storm. According to Barillience, personalized product recommendations increase conversion rates. And, by placing product recommendations above the fold, they are almost twice as effective. So, conduct research, make the most of accurate data and recommend products or services your website visitors will love. The more relevant the products, the more likely your customers are to make purchases and improve conversion rates.

Be specific about location

There are a number of ways to split your audience for the most effective segmentation. Be sure to create a personalized user experience with location in mind. For example, when personalizing website greetings, you will need to consider time-zones, language and dialect. Similarly, a comprehensive understanding of the weather, political climate and cultural events is a necessity. Recommending office heaters to your dream client in December might seem like a good idea — but not if the visiting customer is based in Sydney.

Prioritize high-value, target market clients

With segmentation comes the ability to prioritize high-value clients or your target audience. When optimizing conversion rates, consider how valuable your potential customers are. How likely are they to convert? When planning or creating individualized experiences, ensure the visitors most likely to become customers are given the most bespoke, tailored experience. Customize each digital touchpoint to them specifically to ensure they make a conversion.

Upsell and cross-sell to existing customers

Your existing customers are your greatest asset. According to HubSpot, it can be up to 25x more expensive to acquire a new customer than it is to retain an existing one. So, consider implementing an upselling and cross-selling strategy to truly get the most out of your customer relationships. They’ll reap the rewards of a highly-personalized service, and you’ll benefit from their understanding and appreciation of your brand.

Test for success

Like all things in marketing, there is a level of experimentation required when creating individualized experiences. That’s why split testing should be included in your strategy. Something as simple as the color of a call to action button can make a difference to your website visitors. Experiment, monitor, measure and don’t be afraid to make changes where necessary. For the ultimate CRO, discover what your customers like and remember that will continue to change — so stay ahead and be prepared for trial and error.

Webeo is a leading website personalization software that creates bespoke onsite experiences for B2B organizations. Thanks to a global leading database of business IP addresses, Webeo tailors the appearance, content, language and imagery of your B2B website based on the user visiting. This way, you can impress every website visitor with the perfect website, every time. Greet the business by name, display content that resonates with them and show imagery that will capture their interest. Advance your CRO strategy, improve user experience and take your website to the next level. Discover the power of website personalization software and book your free demonstration today.

5 steps you need to take to scale your digital personalization

Businesses grow, change and expand — sometimes at rapid and unpredictable rates. Other times, as part of a growth plan. The majority of organizations will have a business strategy in place, ensuring their budget and resources can stretch to support an increase in business. But when it comes to creating personalized online experiences, there are a number of things you need to do to ensure your strategy is supported and able to grow with your business. Start by creating a robust marketing strategy, outlining goals that are in line with your wider business strategy. Your  digital personalization strategy should sit comfortably within this, supporting your objectives and helping you on your journey. But how can B2B marketers ensure their personalization strategy is scalable for business growth?

Take the lessons from B2C

According to Evergage, 98% of marketers agree that personalization helps to advance customer relationships. Look at the success of consumer marketing personalization. When you land on an ecommerce site, instantly you are met with bespoke communications and personalized recommendations that meet your needs. B2B marketers are lightyears behind the consumer world when it comes to personalization. When implementing a successful personalization strategy, it’s important to mimic the seamless, customer-centric approach that B2C marketers have created. Personalize every communication, touchpoint and digital element — from initial emails to calls to action, ensuring you guide your visitor through their entire user journey. Don’t use personalizations for the sake of it; ensure every bespoke experience adds value to your customer’s experience.

Data data data

According to InstaPage, when it comes to personalized marketing, the biggest challenges seen by marketers surround data acquisition. 39% stated their biggest challenge was having enough data, and 38% said it was inaccurate data. To execute impactful personalization at any stage — no matter if you’re starting out or your business is expanding — ensure your data source is accurate and reliable. Whether you buy data, have a team inhouse, or employ software — as your business grows, so will the demand for personalization. Make use of the data you have to create the most accurate personalizations you can; if individualized experiences aren’t yet achievable for you, start with a segmentation strategy, consider working towards ABM, and eventually total personalization.

Plan in advance and react

Implementing a personalization strategy is imperative to creating successful individual online experiences. Scalable strategies are the most effective — consider designing a five year plan. This could include a focus on increasing your resources, budget, investing in technology and creating actionable plans to improve the data you have. To be at the forefront of marketing, your team needs to be one step ahead. Invest in data and technology that is always growing, learning and advancing its capabilities. Ensure your team is made up of self-learners, willing to research the latest trends in online personalization and do what they can to make it work.

If you are at the beginning of your personalization journey, there are still a number of engaging opportunities to embark on. For example, consider personalizing your marketing based on time — plan seasonal campaigns, prompt customers to repurchase when the time is right or send personalized communications on birthdays and anniversaries. Planning in advance will ensure you get the most out of each campaign, staying ahead of your customers at all times. And remember, these tactics can be adapted and implemented in bigger, better and more accurate ways when your organization is ready to invest more in bespoke online experiences.

Empower your team

As your organization changes, so will the needs of your business and its people. If your team is making more sales, generating more leads, and serving more customers, their capacity will be stretched. Consider this in your growth plan — to achieve the best, you need to empower your team to be the best. Whether this is by investing in automation to speed up or eliminate processes, streamlining your teams to ensure you work like a well-oiled machine, or being willing to expand your resources, your team will benefit from this. Teams with limited capacity may become demotivated; and this could harm your previous personalization efforts. Especially in organizations adopting personalization with a customer-facing sales department. The need for seamless customer experience is only growing. Without the right tools or support in place, how can they be expected to provide the best?

Digital personalization technology

Website personalization software helps businesses create unique online experiences based on the site visitor. This can improve the content relevance of your website and position you as a leader in your potential customer’s industry. For B2B organizations in particular, websites are often static and take a ‘one-size-fits-all’ approach. Digital personalization makes these sites more engaging, personal and ensures they stand out to your ideas customer. Software future proofs your approach to personalization — streamlining touchpoints, improving UX and utilizing data to help businesses create unforgettable digital experiences. With personalized marketing and great user experience increasing in demand, it is in your best interest to invest in website personalization technology — to improve your existing approaches and ensure you keep up with ever changing personalization trends.

Webeo is a leading software providing real-time personalization for B2B websites. It works by tailoring your site content, images and language to create highly relevant and bespoke website experiences. Thanks to the global leading database of business IP addresses, you can greet visitors by organization name and overlay your existing website with content that resonates with them specifically. Impress everyone from first-time visitors to long-standing customers, enhance ABM strategies and supercharge your marketing tactics. Future proof your business with opportunities for infinite personalizations and an ever-growing, advances personalization technology. Discover the power of website personalization with Webeo. Book your free demonstration today!

Why real-time personalization software means better marketing

According to CMO, 60% of marketers struggle to personalize content in real time. But, 77% believe real-time personalization is crucial. For businesses to stay ahead, personalization is the ultimate strategy to futureproof your organization. According to Statista, just over half of marketers are using website personalization worldwide. That means almost 50% of marketing professionals are missing out on the benefits of website personalization. And, Dynamic Yield found that only just over a quarter of organizations stated that their data was available in real time. Dynamically tailoring your website in real time means that when a visitor lands on your site, they will receive a bespoke experience suited to them. No matter who they are, or where they are visiting from, users will see the perfect website, every time. This helps turbocharge your marketing efforts, working as the final piece of the personalized marketing puzzle.

What is real-time personalization software?

Website personalization software is revolutionizing B2B websites — taking them from traditionally static, one-size-fits-all sites to bespoke online experiences. It works by utilizing high-quality data to create unique experiences that take place as a visitor lands on your website. This could be through the use of cookies, IP addresses, or previously submitted information. The software will use this insight to design a website experience best suited to the specific visitor. This could be based on their demographic, their purchase behavior, or the industry they are in. This unique tailoring of the site helps improve the visitor’s experience, enhances their user journey, and makes them more likely to convert to a customer. Thanks to highly-relevant content, effective product recommendation and imagery and language that resonates with them, the visitor will be immediately engaged.

The personalization lessons we can learn from b2cs

“Personalization wasn’t supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more importantly, what they need.” – Seth Godin

B2C marketers are at the forefront of personalized marketing. Think about your favorite clothing brand, app or subscription service. What is it that draws you back to them? More than likely, it’s because they produce something that interests you specifically. From retargeted adverts and personalized recommendations to targeted email campaigns — the marketing messages they send are tailored to meet your specific needs. Think ecommerce stores like Amazon. How many times have you made a purchase because exactly what you were looking for landed right in front of you? That’s exactly what the B2B marketing community need to learn from the B2C world. Our leads, prospects and customers are our biggest assets — and we won’t always get another chance to impress them. Salesforce found that 38% of consumers say they won’t return to an online retailer that recommends things that don’t make sense for them. And,
74% of customers feel frustrated when website content is not personalized, according to InstaPage. Like B2C marketers, B2B businesses need to prioritize their customers’ preferences and put their needs, wants and journeys at the heart of marketing decisions.

How can this affect your B2B business?

We are all consumers. Your B2B buyers will have used ecommerce stores like Amazon or streaming services like Netflix in their personal lives. These highly-personal experiences work in their favor — they speed up processes, improve content relevance, and make their entire user journey easier. So, when they come to making a B2B purchase, they are most likely going to opt to work with the organization that gives them the best and easiest customer experience. This will improve your reputation, increase the likelihood of customer acquisition, and make your visitors feel valued. Not only will it positively impact your business, but ignoring the need for personalization could negatively impact your organization. According to Epsilon 80% of consumers are more likely to do business with a company that offers personalized experiences. And, it is growing — Econsultancy found that 71% of companies have adopted personalization, which is an increase of nine percentage points from 2014 to 2018. So, if you’re not personalizing your experiences, it’s likely that your competitors are. Don’t get left behind the curve — choose website optimization and design a strategy for success.

With effective website personalization tools in place, you can implement a high-quality real-time personalization strategy. Webeo, for example, works using the global leading database of business IP addresses to create bespoke B2B website experiences. When a visitor lands on your site, Webeo will create a dynamic experience based on the business the user is visiting from — displaying relevant content, appropriate imagery, and language that resonates with their brand. Position yourselves as leaders in your client’s industries, impress visitors and reap the rewards — all in real time. Discover the power of web personalization and book your free Webeo demonstration today.