What can we expect from future digital marketing tech?

“What new technology does is create new opportunities to do a job that customers want done.” — Tim O’Reilly, Founder of O’Reilly Media

In the ever-changing marketing landscape, marketers are expected to stay ahead of the game.  With an increase in the use of technology is expected, including it as part of your wider digital strategy is pivotal to achieving the best results.  CMSWire found that marketing technology spend is now higher than advertising spend for organizations.  And, 43% of businesses use between 6 and 10 MarTech solutions according to Ko Marketing.  Whether you’re looking to streamline your processes, eliminate repetitive tasks or improve your customer relationships, there’s no denying that dismissing technology will mean you fall behind the curve.  We’ve explored some predictions for the future of marketing technology — use them to fuel your future campaigns and 2020 strategy.  Remember, no organization is too big or too small to reap the rewards of quality software to support the wider business!  Don’t forget to discover some of our must-have digital marketing tools.

Tech to enhance customer experience

“Businesses aren’t B2B or B2C, they’re human to human.” — Dominic Cummins, Founder of Right Mind, Inc

According to Super Office, by 2020, customer experience will overtake price and product as a key brand differentiator.  For the ultimate CX, every employee in an organization needs to put the customer first.  From the design of your product and layout of your website through to the sales representatives your customers speak to, their experience should be seamless.  To be successful going forward, organizations need to embrace technology to support their buyer journey at every digital touchpoint.  99% of customer experience leaders believe that Customer Experience Managers (CEM) has a positive impact on their business.  So, consider adopting technology designed specifically to support CX, as well as software that supercharges processes — like chatbots for 24 hour service, automation for content creation and consistency, and integrated marketing tools to personalize inbound marketing efforts.

Content marketing — consistency is key

“Content marketing is a commitment, not a campaign.” — Jon Buscall, Chief Owner, Jontus Media

Free, educational content has been on the rise for years.  And, it’s not going anywhere!  According to Content Marketing Institute, 91% of B2B marketers use content marketing to reach their audience.  And, Pew Research found that more than a quarter of adults are almost always online.  With a growing demand and increased number of use cases for content marketing material, marketers should adopt technology to support its creation and distribution.  From social media automation and email marketing software to content creation tools and personalization technology, it’s time to supercharge your digital content marketing efforts.  Content Marketing Institute also found less than 10% of marketers believe their organization to be proficient in the use of content marketing technology is ‘expert’.  So, take the time to get the most out of your tech investments.  With software comes increased opportunities — tailor, track and measure content marketing campaigns to monitor success and easily make changes to ensure the best results.

Real-time personalization

“We need to stop interrupting what people are interested in and start being what people are interested in.” — David Beebe, Television Producer

According to Gartner, 90% of brands will practice at least one form of personalization by 2020.  Personalization is the future of online marketing. With access to so much high-quality data, there is no longer an excuse for mass marketing.  Utilizing technology to develop highly personal and relevant campaigns should be a key part of your digital marketing strategy.  Business 2 Community found that almost three quarters of customers feel frustrated when website content is not personalized.  And, according to Evergage, 63% of consumers said they’d think more positively of a brand that provided more valuable, interesting or relevant content.  So, embracing tech to help implement a seamless personalization strategy could reap huge rewards.  Selecting a tool with access to high-quality, accurate and up-to-date data is crucial, as well as ensuring reliability and consistency.  Personalization is most effective when seamless and purposeful — so make sure you use data wisely, prioritizing customer experience.

According to CMO, in-house marketers personalizing their websites see an average of a 19% uplift in sales.  Webeo is the leading website personalization software that helps B2B organizations create the ultimate digital experience for every website visitor, every time.  The tool works by editing the imagery, language, content and greeting that your website visitors see based on a set of criteria.  Thanks to a global leading database of business IP addresses, Webeo creates an experience for visitors based on their industry, behavior, or their specific business.  Improve your conversion rate, improve your SEO ranking, reduce your bounce rate and create an unforgettable, seamless customer experience.  Individualized website experiences are the final piece of the personalization puzzle. Discover the power of personalization and book your free Webeo demonstration today.

The digital marketing trends to look out for

“The future of marketing belongs to honest information, accurate data and clear aims based on truth.” ⁠— Patrick Dixon, author and business consultant

They say there’s no rest for the wicked ⁠— and the same goes for B2B marketing professionals.  With the next ‘big thing’ only ever around the corner, it can be tough to stay ahead of the digital marketing landscape.  Luckily, there are a few key trends to look out for ahead of planning your strategy for 2020.  That may seem way off, but it will come around quicker than you realize!  Let’s explore what’s next in the digital marketing world — from embracing the latest technology to ensuring everything you do is in your customer’s best interest.  And, of course, how a highly personal approach could help you achieve the most.

Artificial Intelligence

Innovation Enterprise predicts that by 2020, chatbots will power 85% of customer service.  This is no surprise when we discover the multiple advantages they can bring to your business.  According to the 2018 State of Chatbots Report, the top benefits of the handy AI tool include 24 hour service, instant responses and answers to simple questions.  In a world where products can be purchased, and information can be found at the touch of a button ⁠— why should B2B websites be any different?  If improving customer service or enhancing your team’s productivity are among your marketing objectives, then AI could help you in a big way.  Take your brand up a notch by providing around-the-clock help from intelligent chatbots and reap the rewards of improved customer service.

Existing customers: your greatest asset

According to a survey by Econsultancy, 35% of respondents say their organization doesn’t pay enough attention to customers post-purchase.  It can be easy to get wrapped up in discovering new business, but remember you still have the potential to maximize on those already familiar with your brand.  And, retaining a customer is more likely than acquiring a new one ⁠— in fact, according to Clickz, the probability of selling to an existing customer is 60-70%, and the probability of selling to a new prospect is 5-20%.  Consider upselling and cross-selling, as well as nurturing the relationships you have with your existing customers.  By turning them from a one-off purchase to a loyal fan, you can gain so much — not only in revenue, but in retention and reputation, too.

Online video marketing: a key part of your digital marketing strategy

According to Insivia, more video content is uploaded in 30 days than major US television networks have created in 30 years.  That’s not surprising when we learn that, according to Google, 6 in 10 people would rather watch online videos than TV.  And, Outbrain discovered that 87% of online marketers use video content.  Be sure not to dismiss it as part of your wider strategy.  Create insightful, informative and engaging content ⁠— from talking head interviews and animations to explainer videos and customer testimonials.  Include calls to action in each one and be sure to focus on shareability across social media for the ultimate impact.

Digital content marketing: it’s not going anywhere

Oracle found that, compared to paid search, content marketing generates three times the amount of leads per dollar spent.  So, while branded content plays a crucial role in raising awareness and fueling your teams with collateral, it is also constantly working in the background to generate new business.  And, according to HubSpot, businesses that post 16 or more blog posts per month bring in 3.5 times more traffic than those publishing 0-4 per month.  Implement a content strategy ⁠— include downloadable assets, educational blogs, videos and content pieces for buyers at every stage of their journey across multiple industries.  The more valuable and personalized your content is, the more engaged your reader will be.  And remember, it helps supercharge your online presence and enhances your SEO.

The power of personalization

According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant content.  And, Smarter HQ found that 72% of consumers only engaged with marketing messages customized to their specific interests.  It’s extremely effective, too — according to AdWeek, personalization can reduce acquisition costs by up to 50%, as well as lifting revenue by up to 15%.  If you’re not already personalizing your content and marketing materials, then you risk falling behind your competitors and missing out on impactful results.  Consider weaving a personalized approach into your marketing plan for 2020 and discover the most effective personalized marketing tools to help you get there.

Webeo is a leading website personalization tool changing the face of static B2B websites as we know them.  The software works by dynamically tailoring your website based on the visitor, editing the imagery, language, content and greeting displayed.  Thanks to a global leading database of business IP addresses, Webeo will create the perfect website for every visitor, every time from the very first visit.  With the perfect digital experience in place, your organization is able to enhance customer relationships and improve customer experience.  And, you can watch your CRO, SEO and ROI soar.  Discover the power of personalization and maximize your B2B site — book your free demonstration today.

The role of digital marketing in a modern business

“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer, CEO

Digital marketing is no longer an option or an extra for businesses. Today, for an organization to thrive, online marketing and an effective digital strategy needs to be at the heart of everything they do. There is a lot to consider ⁠— from social media marketing to SEO, it can sometimes feel like the modern-day marketer needs to be a digital expert to execute a successful marketing strategy. While it is true that marketers often need to know a little about a lot, and the ‘next big thing’ is always on the horizon, it is crucial to remember what digital marketing efforts are for. Predominantly, they exist to raise the profile of your B2B organization, create a strong online presence and build highly-personal business relationships with potential customers. According to Biznology, more than half of B2B buyers search for information on social media. And, CMO found that 90% of B2B buyers say online content has a moderate to major effect on purchasing decisions. This dramatically impacts the role that digital content marketing plays in B2B organizations.

According to Status Labs, 90% of searchers haven’t made up their mind about a brand before starting their search. This puts B2B marketers at an advantage. Consider this when outlining your marketing objectives — your digital presence could be the difference between getting ignored by your ideal buyer or creating a lasting high-value relationship. But how do marketers ensure they catch the attention of their target buyers? That’s where a personalized marketing approach comes in. For the modern business, a one-size-fits-all marketing approach no longer works. Instead, consider developing multiple marketing strategies to meet different audiences with different needs. In B2B marketing, teams are often serving more than one industry or demographic, and promoting several different products, services or packages. So, as marketers, why should we treat each audience member the same way? If you want to stay ahead of competitors, individualization is crucial — Epsilon Marketing found 80% of consumers are more likely to do business with a company that offers personalized experiences. Don’t miss out on these opportunities through mass-marketing.

“Personalization is pointless without knowing the individual. Understand the dreams, hopes, and fears that motivate your customers, then hit them where it counts.” – Paul Gillin, B2B social media speaker and adviser

For digital marketing to be effective today, not only is a robust strategy key — but ensuring that individualized experience is at its core is equally as important. By personalizing every piece of marketing communication your potential customers receive, you will see better results across the board. Bluecore found that personalized emails have the highest open rate and see a 139% higher click-through rate. It can also improve CRO and bounce rate — OneSpot saw an increase of 5% in conversion rate thanks to personalization, and according to Beeketing, it can reduce bounce rate by up to 30%. This, in turn, dramatically impacts your SEO — moving your website to the top of the search engine and increasing your brand’s discoverability. And, it’s important to remember that it’s not just metrics and measurables that personalization enhances — it can play a huge role in improving your reputation, enhancing customer loyalty and streamlining customer experience. If any of these areas sit within your goals, then personalization is the key to success.

According to Smarter HQ, brand loyalty among millennials increases by an average of 28% if they receive personalized marketing communications. So, if millennials are a part of your target audience, don’t dismiss personalization. In fact, not including it as part of your strategy could cause problems for your organization — InstaPage found almost three quarters of consumers are frustrated by impersonal websites, and Accenture found that a third of consumers that abandoned business relationships did so because personalization was lacking. The role of digital marketing is just as much about your buyer as it is about your brand — so it’s time for personalization and bespoke experience to take the lead within your wider digital marketing strategy.

Discover Webeo — a leading website personalization tool changing the face of B2B websites. The software works by tailoring your B2B site to develop bespoke experiences based on the user visiting. Thanks to a global leading database of business IP addresses, Webeo can edit your site to meet the needs of the specific business visiting. Display industry-specific content, show imagery that resonates with them and language that positions you as a leader in their industry. This online personalization impresses everyone — from first-time buyers and engaged leads to pipeline prospects and existing customers. Improve CRO, reduce bounce-rates, advance your SEO ranking and enhance customer experience. Take your digital marketing strategy to the next level with personalization. Book your free Webeo demonstration today.

B2B organizations should step up as demand for personalization grows

“Business buyers don’t go to work and forget what they do as humans.  There’s a new normal that blurs the line between B2B and B2C.  They just want things personalized.  More successful companies are looking and prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities,” — Brian Solis, Author and principal analyst at Altimeter Group.

Personalization isn’t a brand new idea.  Consumer brands have been leading the way in personalized marketing for years — with e-commerce giants like Amazon, and streaming sites like Netflix, Pandora and Spotify leading the way.  B2B organizations are, unfortunately, significantly behind the curve when it comes to offering customers a personalized experience.  But, it’s crucial that we realize it’s not a new concept for B2B, either.  In fact, in a 2018 LinkedIn article by award-winning global content creator, Alexandra Rynne, personalization was declared the ‘new normal’.  And, according to Epsilon, 80% of customers are more likely to purchase a product or service from a brand that provides personalized experiences.  So, if you want your B2B organization to stay ahead, then it’s time to start taking personalized marketing more seriously.

Rynne’s article goes on to state that by treating customers like ‘humans rather than accounts’, B2B marketers will earn ‘business and loyalty’.  And we couldn’t agree more!  In an era of personalization, there is no longer an excuse for mass marketing.  The stats say that it doesn’t work — according to Pure360, only 8% of survey respondents said they’d be encouraged to engage with a brand that addressed them by name.  And, Infosys found that 31% wish their shopping experience was more personalized.  For your business to succeed, you need to turn customers into dedicated fans by creating a real connection.  And, it has to be consistent across all channels, too.  Whether you use account based marketing, segment your audience based on their industry, or choose to adopt a personalization software like Webeo, it’s all about creating a simple and enjoyable online experience for everyone.

InstaPage found that 74% of customers feel frustrated when website content is not personalized.  B2B decision makers are busy people.  They’ll often have a lengthy list of things to do, so if they land on a website that doesn’t meet their needs, it’s less than likely they’ll be hanging around.  Personalized marketing aims to engage leads at every touchpoint — from opening an email and reading a piece of content through to making that crucial conversion.  Outside of work, they will still make online purchases.  They’ll be used to receiving tailored marketing communications from the likes of Amazon.  Why should their B2B buyer experience be any different?  B2B marketers — it’s time to step it up!

“Think human-centered, not buyer-centered.” — Brian Solis, Author and principal analyst at Altimeter Group.

Maximize your personalization efforts to improve user experience and watch your customer relationships grow stronger than ever before.  Thanks to improved content relevance, you’ll see more conversions too.  Tie website personalization into a wider personalization strategy and drive engaged traffic through email, content marketing, social media and paid digital advertising.  The more targeted and personal your campaigns, the better quality outcome.  Did you know that personalized email campaigns are 26% more likely to get opened, according to Campaign Monitor?  And, according to Harvard Business Review, customers who felt content was tailored to their specific needs were 40% more willing to buy from that supplier.  Rynne is right. ‘Smarter targeting’ is the key to delivering the ultimate in personalization.

Personalization should be a well-oiled machine.  Every communication should be tailored to individual business needs, aiming to drive the user back to your website.  Once they land on your site, website personalization should be the final piece of the puzzle.  According to InstaPage, 39% of marketers say their biggest personalization challenge is having enough data, and 38% say it is inaccurate data.  That’s where Webeo comes in.  Our personalization software uses the global leading database of business IP addresses.  So, you don’t have to worry about a lack of data.  And, our data goes through extensive verification processes to ensure it’s high-quality, accurate and up-to-date.  Then, it’s up to you to decide on how to use the software — whether a simple nod to the visitors’ industry through imagery or language, or a highly-personalized experience for an ABM account or existing client.

Webeo is the personalization software changing the B2B website experiences as we know it.  When a visitor lands on your site, Webeo presents a dynamic website personalization based on the business your visitor is from.  This way, they’ll receive an entirely bespoke and unforgettable experience.  With our easy-to-navigate software, users can change the imagery, content and language used on their site, and greet visitors by business name.  Enhance your CRO, improve your SEO ranking, reduce your bounce rate and get the most out of your B2B website.  According to Econsultancy, 80% of organizations report an uplift since implementing personalization.  Join them in their success and discover the power of personalization. Book your demonstration today.

How real-time personalization software is changing marketing

“Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so that we can feel that somewhere there’s a piece of software that loves us for who we are.” – David Weinberger, technologist, speaker and author

When it comes to modern-day marketing, it’s all about getting personal.  With access to hordes of data, users who are happy to share information to get a bespoke service, and readily available technology to make it all easier ⁠— there really is no excuse for mass marketing in today’s market!  According to SalesForce, 57% of consumers are willing to share personal data in exchange for personalized discounts, and 62% of consumers expect companies to send personalized offers based on previous purchases.  Personalized marketing presents a number of great opportunities.  Upsell and cross-sell to existing customers.  Send appropriate communications to warm leads to guide them along their user journey.  Greet visitors by name; welcome them back and create the ultimate account-based marketing experience.  The possibilities of personalization are vast — and there’s no doubt they’re growing!

“Instead of one-way interruption, personalized marketing is about delivering value at just the right moment that a user needs it.” – David Meerman Scott, online marketing strategist and author

Marketing is often all about timing.  How often have you made a purchase because you saw the perfect product, in the right place, at exactly the right time?  That’s what real-time website personalization is all about.  Don’t shout into the void — give leads landing on your site exactly what the want and need to see.  As visitors land on your site, website personalization software tailors their experience based on who they are.  Using behavioral targeting, it feeds them personalized website content and personalized recommendations.  Here are five crucial statistics to show you how real time personalization is impacting marketing as we know it:

  • An Evergage study found that the vast majority of marketers — 87%, to be exact — report a measurable lift from their personalization efforts. A huge number of marketers embracing personalization are seeing success.  Thanks to improved recommendations and relevant content, marketers will see improvements to website optimization and appear higher up the search engine ranks, as well as notice a measurable ROI and benefit from a reduced bounce rate.
  • CMO found that marketers personalizing their web experiences see an average of 19% uplift in sales.  If maximizing sales, creating more revenue and acquiring new customers are all part of your wider business strategy, then personalization is your key to success.  Reap the rewards of a satisfied customer base and new clients!
  • Just 24% of marketers are utilizing website personalization, according to Evergage.  Although it’s not a new concept — personalization maturity is behind the curve.  The most successful brands — the online retailers like Amazon, Facebook and Pandoras of the world — are lightyears ahead when it comes to personalized content (through personalized product recommendations).  Embrace it now, or risk falling further behind.
  • According to Business2Community, almost three quarters of customers are frustrated by websites unable to deliver personalized content.  Your customers expect site personalization.  They don’t just want it — they are actively annoyed when websites are not personalized to meet their needs and enhance their experience.  Adopt web personalization to create an experience that is memorable for all the right reasons — and not because they found your website frustrating.
  • According to Evergage, 45% of marketers don’t feel they have sufficient data and insights to drive effective personalization.  Personalization requires research, time and effort — you can’t rush it.  With almost half of marketers lacking what they need to succeed, you’ll be one step ahead by utilizing effective website personalization tools.  With so many available, it’s important to get it right.  Select a real time personalization software that is reliable, reputable, and makes use of high-quality data.  You can find out more about Webeo and its numerous benefits here.

“When you do successfully deliver hyper-relevant, right-moment, right-channel content, you’re more likely to be the email they’ll click on, the website experience they’ll engage with, or the social post they’ll share.” – Michael Brenner, CEO of Marketing Insider Group

Real time personalization is the final piece of the puzzle.  As marketing communications become more and more bespoke, a static, one-size-fits-all website becomes less useful.  If we’re tailoring the communications that drive traffic to our websites, then why should the page users land on be any different?  Streamline your personalization efforts with website personalization software.  Greet your dream clients, current prospects and existing customers with real time content personalization that meets their individual needs.  From personal greetings and relevant imagery to bespoke calls to action, your website visitors will receive an experience they won’t forget.

Webeo is a leader in website personalization technology, presenting multiple personalization options and an unmatched IP address database. Discover the power of personalization today and request your free demonstration today!

Why website personalization technology is the future of marketing

Personalization is growing, and it is doing it fast — there’s no denying that.  Every day, consumers and decision makers get busier, and marketing technology gets more and more advanced.  Buyers want to make purchases quickly and have all the information they need at their fingertips.  Marketers want to find and keep audiences that are engaged; salespeople want to work with hot leads and turn them into customers.  Businesses want to align sales and marketing teams to ensure both are working towards one crucial goal: the sale.  The solution to all of these developments lies in website personalization.  According to Content Marketing Institute, 71% of best-in-class B2B content marketers match their content to meet their decision makers’ needs.  If almost three quarters of successful business to business companies are embracing personalization, it’s not long until the remainder follow suit.

“Personalization is not a trend, it’s a marketing tsunami.” – Avi Dan, Marketer, Consultant and Forbes contributor

In 2019, marketers have so many possibilities.  The software available to marketing professionals is better than ever before.  It is speeding up processes, improving accuracy, freeing up time, and eliminating human error.  As more businesses embrace automation — it is clear that site personalization will only become more accurate and commonplace.  Personalized marketing has taken off in many other forms.  According to Instapage, personalized emails deliver six times higher transaction rates than impersonal emails.  When it comes to digital advertising, 79% of consumers will only engage with personalized offers that based on previous interactions.  And, content marketing has been impacted, too — 87% of consumers say personalized content influences how they feel about a brand.  If you are personalizing your marketing approaches — why should your website be any different?

Personalized web content is not a new idea — but so many businesses are behind the curve when it comes to dynamic website personalization.  Static and impersonal web pages no longer make the cut as consumers expect and demand personalization and customization.  The sooner businesses adopt personalization software, the better! Especially when we learn how fast personalization growing.  Here are ten statistics that prove how imperative web personalization is to success — and why it is the future of marketing:

  • According to Evergage, 88% of marketers say their customers and prospects expect personalization.
  • Accenture found that 56% of consumers are more likely to use a retailer if they are given a personalized experience.
  • 79% of organizations that exceed their revenue goal have a personalization strategy in place, according to Monetate.
  • Evergage found that 98% of marketers agree that personalization helps advance customer relationships.
  • CMO discovered 77% of marketers believe real time personalization is crucial.
  • 87% of marketers report a measurable lift from personalization, according to Evergage.
  • Infosys revealed that 31% of consumers surveyed wish their shopping experience was more personalized than it currently it.
  • A SalesForce survey found 52% of consumers would share personal data for personalized recommendations.
  • A Hubspot study revealed that personalized calls to action perform 202% better than default CTAs.
  • 74% of customers feel frustrated when website content is not personalized, according to Infosys.

The statistics speak for themselves.  Personalization is effective — it improves CRO, enhances customer experience, helps align sales and marketing teams and proves excellent ROI.  It gives you crucial insight into your customers — and as technology continues to develop, this will only get stronger and more valuable.  Website personalization improves customer retention and helps you create a loyal customer base.  This gives you the chance to recommend products, upsell and cross-sell effectively.  Using intelligent data, you can greet key accounts by business name, welcome back returning customers, and feed prospects content that matters to them. For B2B organizations, this is a crucial and powerful way to prove you are an expert in your prospect’s field. Learn how to implement a successful website personalization strategy here.

“If your message is irrelevant to them, people not only tune it out, but think less of your brand for not understanding their needs.” – Kerry O’Shea Gorgone, lawyer, podcaster, speaker and writer

According to Dynamic Yield, 33% of individuals confessed to being unable to effectively personalize the customer experience, and 36% admitted to treating users the same across all channels.  So much can change so quickly for marketers.  There is always a new ‘next big thing’ and an ever-growing mass of software and automation to help marketers along.  But if there is one thing that is clear, it’s that personalization isn’t going anywhere.  Stay ahead of the game and don’t rest on your laurels — discover the power of dynamic personalization before your competitors do!

Is website personalization the next step in your journey towards a totally personalized marketing experience?  Then it’s time to discover Webeo. Our global-leading website personalization software can take your business to business website to the next level and create unforgettable experiences for your customers. Book your demonstration today!

Why behavioral segmentation improves more than just email marketing

Email marketing has long been considered King when it comes to B2B marketing.  According to Imagination, email marketing is the third most popular marketing channel.  And, Procurious found that 73% of millennials prefer to use email for business communication.  So, it makes sense that marketers often prioritize it over other channels!  But, it’s crucial to consider the changing landscape of email marketing, and of marketing altogether.  With so much data at our fingertips, it is up to marketers to develop a personalized experience across all channels — and the benefits of implementing such a strategy are massive!  It’s time to adopt segmentation throughout your entire marketing approach.

“Personalization – it is not about first/last name. It’s about relevant content.” – Dan Jak

Market segmentation can skyrocket business email campaigns.  According to MailChimp, open rates are 14.32% higher in segmented email campaigns.  And, click throughs are more than 100% higher.  But it’s not just emails that segmentation can help take to the next level.  Segmenting your audience can positively impact all your marketing channels and have an all-round incredible effect on your business.  Behavioral segmentation is often favored for B2B organizations, especially as it has such a focus on the sale.  Segmentation can help B2B marketers gain an understanding of their key decision makers.  Getting to know how your buyers behave on the journey towards making a purchase is extremely valuable insight!  It can help you make predictions and recommendations.  Most importantly, you’ll be able to get the right product in front of the right person at the right time.

“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t” – Seth Godin

Customer segmentation is all about getting to know your audience.  Once you know who they are, you can establish what they like.  And, eventually, you’ll learn what they are like as buyers.  With so many options, it has never been more important to meet the needs of your customers!  If you are thinking of implementing a segmentation strategy, Webeo Futures can help!  We have hordes of information — from the basics of what segmentation is, to an overview of which segmentation strategy could be most effective for your business.  You’ll soon discover the myriad of benefits to your business!  Behavioral segmentation works by dividing your audience based on their digital behavior.  It predominantly splits customers based on one of the following variables:

  • Purchase behavior
  • Timing-based behavior
  • Usage rate segmentation
  • Loyalty status segmentation
  • Benefits sought segmentation

It is a key step in the personalization journey and brings benefits to all your marketing efforts.  Let’s start with at the beginning.  Segmentation helps with personalized communications, which in turn improves relevance.  According to an Epsilon study, Customers who click on recommendations have a 70% higher purchase rate!  So, by segmenting your audience and feeding each segment relevant content, customers will likely spend more with you.  This, in turn, will positively impact your conversion rate.  In fact, Econsultancy found 93% of companies see an uplift in conversion rates as a result of website personalization.  This is great news for your business as a whole!  A positive conversion rate brings with it so many benefits — from lowering your cost per lead to boosting your SEO.

More click-throughs and purchases mean more sales.  Marketers see an average increase of 20% in sales when using personalized web experiences, according to Smart Focus.  So, it’s worth considering segmentation if you’re looking to boost your sales.  It also helps tackle the age-old problem of proving strong return on investment.  McKinsey research found that personalization can deliver five to eight times the ROI on marketing spend.  There’s good news for customers, too!  Not only does segmentation bring tons of benefits to marketers, salespeople and business, but it also improves customer experience.  According to Evergage, 98% of marketers see personalization helps advance customer relationships.  This helps with retention, loyalty, upselling, cross-selling and reputation!  Phew — that’s a lot of rewards!  So, as you can see, segmentation can boost a lot more than just your email marketing.  Although, it does a stellar job of that, too!

As marketers, we focus a lot of effort driving prospects to the company website.  But what happens once they get there?  Segmented communications are great, but your website needs to match that quality.  According to Evergage, 11.4% of customers feel frustrated when website content is not personalized.  After spending valuable time and money leading prospects to your site — it seems a little behind the times to leave them to explore a one-size-fits-all website that may not meet their needs.  Website personalization can save the day!  Personalization software, like Webeo, creates bespoke customer experiences for website visitors.  The appearance, language and greeting will alter based on the user’s IP address, providing the ultimate personalized marketing experience.

Discover Webeo today. Our global-leading website personalization software will maxmize the return you see from your website and take your marketing to the next level. Book your free demo now!

Why behavioral segmentation beats demographics

B2B marketing isn’t easy.  And neither is segmentation marketing!  There is no definitive, one-size-fits-all solution when it comes to market segmentation.  Selecting only one can be tricky, and it may not actually be best practice.  In fact, to compete with the advances of technology, it is crucial to put more than one in place.  Using a clever combination of market segmentation criteria is the way forward.  For B2B organizations, behavioral segmentation has some advantages that stand out above other methods.  Especially when compared to demographic segmentation.

Demographic segmentation divides the market by subgroups of the population.  It has been a popular method for years.  But how useful is it for B2B marketers?  Well, we can look at the demographics of decision makers.  Their gender, age, education level, income, marital status and more.  Or, we can alter the demographic categories to meet a business context.  How old is the business?  What size is the business?  What is the revenue?  This information is useful but limited.  And, it relies on assumptions. In 2019, any marketing technique that relies on stereotypes seems somewhat outdated.

Decision-makers of the same age or gender won’t always want the same thing.  And two businesses of the same size may have completely different needs.  To assume they do, could do more harm than good.  Basing marketing decisions on assumptions is often an unreliable method.  As consumers crave and demand personalized content, demographics are becoming even less valuable.  There is a time and a place for demographic segmentation, and in some cases it works well.  But, for B2B marketers, there is a clear winner: data-fueled, insightful behavioral segmentation.

Behavioral segmentation has a primary focus on the way customers behave.  This is great for marketers; especially as they begin to align with sales teams.  According to HubSpot, 1 in 4 companies say they have misaligned sales and marketing teams.  This won’t come as a surprise if you know that 50% of sales reps waste time on poor prospects, according to Sales Hub.  These prospects were likely drawn in by marketers.  See where this is going?  Aligning goals and objectives is imperative to making that conversion.

For so long, marketers have focused on leading the horse to water.  But once we draw them in, we often leave them to their own devices.  Learning how customers behave on the lead up to making a conversion makes all the difference.  Marketers can help guide prospects towards a sale, and sales teams know when to pounce.  No matter what we’re buying, we all exhibit different behavior when shopping online.  Behavioral segmentation considers this and helps marketers point customers in the right direction. And, it considers several variables, too — so marketers can get to grips with valuable data.  And, in turn, they’ll see a great return on investment and improved CRO!

Look at the purchasing behavior of your audience.  There will be impulsive customers and hesitant buyers.  Some shoppers trawl the internet looking for the best price; others are happy to pay more to get the job done fast!  Segmenting audiences this way does incredible things for your marketing approach.  If you know a buyer is impulsive, not only can you feed them relevant products, but you can also upsell and cross-sell.  If a client is hesitant — or likely to leave a product in their basket for longer than you’d like — create a sense of urgency.

Find out when your customers want your product.  How often do they use it?  Do they buy it regularly or only on occasion?  Are they using it to its full effect?  Gaining this information opens a whole world of timing and usage-based opportunities.  Send helpful reminders and prompts to renew or buy more.  Make sure you’re in front of your audience when they need you and remind them that you’re there even when they don’t.  Behavioral segmentation also enables marketers to get inside their customers’ heads. Segment based on the benefits sought from you and gain new unique selling points.  Segment based on loyalty, and you know exactly who and where to focus on.  Find out who to reward, and who you’ll need to work on to entice back.

Behavioral segmentation relies on quality data.  This data is a little harder to get hold of than your standard demographics.  But valuable data brings valuable opportunities.  So, put in the time, effort, or budget you need to get to know your customer segments and their buyer behavior.  The knowledge you’ll gain is beneficial to your business and you’ll reap the rewards.

Webeo enables users to create personalized website experience for its visitors.  Using segmentation, users can determine the experience customers receive.  Loyal customers, key accounts and target market segments get an unforgettable experience.  Greet visitors by company name, and display imagery that meets their needs.  Discover the power of website personalization software and request a demonstration today!

Is technology the end of segmentation?

Ever-improving technology has us asking all kinds of questions.  Will technology replace my job?  Can artificial intelligence do it better than we can?  Will robots take over the world?  Of course, some are more realistic than others.  While some tech-related questions present debates that are light-years away — some are valid.  Especially considering the rise and growing success of marketing automation.  According to Invespro, the MA landscape is thriving.  And, it’s proving powerful!  It drives an average of up to 14.5% increase in sales productivity.  It sees a 12.2% reduction in marketing overhead.  And, 80% of marketing automation users saw an increase in leads thanks to the software.  So, it’s doing something right!

The more advanced technology becomes, the more marketers are capable of.  Not only does it speed up and streamline processes, but it can cut the need for some processes altogether.  Even the ones that have stood the test of time; like customer segmentation.  This process helps marketers divide their audience into groups that share similarities.  They can establish their target market and give them they content they need.  This is where we find ourselves asking: could technology be the end of market segmentation?

Marketing software can access a myriad of valuable data.  And with great data, comes great marketing opportunities!  With increased ability to personalize, and a demand for individualization — is segmentation over?

The answer isn’t simple.  It isn’t over, but it is evolving — undergoing a re-brand, if you will!  To remain relevant, segmentation needs to adapt to keep up with growing options.  The more data marketers can get their hands on, the more tailored their communications can be.  Technology means segments will eventually be as narrowed down as possible: to the individual consumer.  This is what we know as personalization.

So, how can segmentation evolve to keep up with marketing software?  There are a few different ways it can compete with and support technology.

First, marketers can use it as a tool to aid personalization.  Using segmentation in partnership with high-quality data is a recipe for success.  This is great when establishing your dream customers, for example.  By segmenting your existing customers, you can see who your ideal audience is.  Then, using readily available data, marketers can explore similar companies that fit these criteria.  Without first segmenting, marketers wouldn’t know what to look for.  And without the advancement of technology, acquiring data would be much tougher.  See? A match made in heaven!

Next, applying more than one of the types of market segmentation at a time could become the norm.  There are several to choose from; but combining a few helps whittle you audience down.  Use demographic segmentation, psychographic segmentation, geographic segmentation and behavioral segmentation together to gain incredible customer insights.  This leaves little to the marketer’s imagination and removes the need for guesswork.  Advanced technology grants us access to this data, making it easier than ever to get hold of.

Finally, marketers need to understand that things change fast.  Segmentation must evolve; and so must your marketing messages.  What once worked for your target audience may no longer be relevant.  The rate at which our interests change has never been faster thanks to the internet.  Stay ahead of the game and on top of your data.  Keep an eye on changes, learn from mistakes, and adapt processes for ultimate success.

Personalization isn’t a new concept.  Website visitor tracking, for instance, in its most simple form, goes back as early as the 1990s.  And, even then, it was reliant on technology to work.  However, marketers are still behind the curve when it comes to adopting total personalization.  According to Dynamic Yield, marketers are at the beginning of their personalization journeys.  Only 5% of marketers use data to find personalization opportunities through machine learning.  And, 61% of companies don’t have the time or budget in place to make the most of personalization.  So, in the meantime, segmentation is quite safe!

The segmentation process has its flaws, of course.  Tarring everyone with the same brush isn’t always effective.  And, it can sometimes do more harm than good!  But customers will always share similarities and exhibit similar behaviors.  That’s a fact.  While marketers work towards personalization, segmentation provides excellent insight and helps tailor communications.  For businesses that can see personalization on the horizon, segmentation is crucial.  Especially if you want to see an improved CRO and ROI.

Epsilon Marketing found 80% of consumers prefer to do business with a company offering personalization.  Market segmentation is a key step when it comes to website personalizationWebeo is a leading personalization software, offering unlimited personalizations.  By segmenting audiences, businesses gain an understanding of their most valuable clients.  Your website is the hub of your business and the aim should be making visitors convert to customers.  Especially visitors from your key accounts or target segment. Discover the power of personalization and request a demo today!