Executing the account-based marketing process

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

Account-based marketing research

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

Aligning your teams

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

ABM data

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

Account-based content marketing

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

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

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

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

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.

6 reasons website personalization makes your marketing better

Website personalization is more than just a gimmick. It should be at the heart of your strategy and will help you yield the best results from your marketing channels. Think about the different digital marketing tactics that make up your strategy. Most, if not all of your content and campaigns will drive traffic back to your business site. When a user finds their way to your website — by engaging with your content, clicking a link or discovering you through quality digital advertising — what happens when they get there? Individualized website experiences and dynamically tailored content ensures that, when a visitor lands, they see a high-quality, easy-to-navigate website, with relevant content and an engaging experience at their fingertips.

Optimize your website to improve conversion rates

While marketing tends to be about driving traffic and generating leads, the end goal for any business is to make a conversion. Bespoke online experiences help improve every website visitor’s chance of converting. In fact, according to Evergage, 53% of personalization users say that it increases conversion rate by more than 10%. And, HubSpot found that personalized calls to actions convert 42% more visitors into leads than generic CTAs. If a website visitor receives content that is highly relevant to them or their organization, they are far more likely to sign up to a newsletter, download an asset or make a purchase. Evergage found that 51% of marketers stated increased conversion rates as a top benefit of personalization. So, if your conversion rate could do with a boost, consider prioritizing website optimization, putting your customers first and investing in online personalizations.

Reduce your bounce rate

A high bounce rate is often a sure-fire sign that something on your website isn’t working for your customers. But personalization can improve this dramatically. In fact, Deloitte found that almost half of customers reported they’d be willing to wait longer for a personalized service. This provides personalization users with the benefit of time. Website visitors are not only less likely to churn thanks to an online experience that resonates with them, but also because they are willing to spend more time on your site if they gain personalized web experience in return. BigCommerce found that personalization can reduce ecommerce bounce rates by up to 30%. And, remember, a lower bounce rate can help businesses make their way to the top of search engines like Google, too — increasing discoverability and improving your chances of getting found organically through search.

Customer retention — upselling and cross-selling

Acquiring customers should be a key part of every B2B business strategy. But often, we forget the importance of the customers we already have. They are already aware of your brand, products or services. And, your organization likely already knows valuable information about them. Personalized website content can be the difference between a one-off purchase and a life-long customer. Infosys found that 78% of consumers are more likely to be a repeat customer if you provide targeted and personalized offers. It works for house-hold names, too. Amazon — a personalization giant — sees roughly a 60% conversion rate for the products it recommends, according to Neil Patel. And, remember, impersonal approaches could cost you — according to Accenture, a third of customers have stopped their relationship with a brand because of a lack of personalization.

Improve customer experience

High-quality user experience is growing in demand. According to Temkin Group, 86% of buyers are willing to pay more for great customer experience. Website personalization tools help B2B organizations take their customer experience (CX) up a notch. According to Evergage, 61% said personalization has helped them achieve a superior customer experience. From relevant content and appropriate greetings to personalized calls to action, your lead’s experience will be seamless across all digital touchpoints. It doesn’t only benefit the customers either — according to Segment, almost half of buyers have made impulse purchases because of a personalized experience. Impress your customers with an easy and enjoyable UX and reap the rewards.

Segment your audience and supercharge ABM campaigns

Businesses, especially in the B2B sector, often have more than one audience. They could vary in demographic, industry, or even online behavior. No matter who you are selling to, everyone will have their own unique set of preferences — B2B buyers included. And, tarnishing potential customers could do more harm than good. Especially when we learn that 44% of consumers said personalization is the key to genuine gratitude, according to TD Bank. Use behavioral targeting, segmentation or conduct an ABM strategy to achieve the most. ITSMA found that 85% of marketers measuring ROI say that ABM outperforms other marketing investments. So, it’s time to get personal — use the data you have to give each visitor the tailored experience they demand.

Future proof your strategy

According to Retail Dive, 93% of organizations with a personalization strategy in place see a boost in their revenue. Unique website experiences are not a new idea. But B2B organizations are hugely behind the curve when it comes to providing a personalized online experience for their customers. The more technology advances, and the better quality personalizations competitors produce, the further behind you risk falling. A robust website personalization strategy can help future proof your business and marketing campaigns. Not only does it ensure you are utilizing the best in technology to yield great results, but also ensures your keep up with competitors, impress clients and meet your KPIs across the board.

As you can see, personalized marketing can benefit your business in a number of ways. Webeo is a leading website personalization software revolutionizing B2B websites as we know them. The technology works by dynamically tailoring your site based on the business visiting — thanks to a global leading database of business IP addresses, Webeo can serve your visitors bespoke and highly relevant content. Greet users by organization name, use language and images that match their business needs and display content that resonates with them directly. Enhance your channels, strategies and customer relationships by creating the perfect website for every visitor, every time. Discover the power of online personalization and book your free Webeo demonstration today.

Getting more from your website marketing strategy

What is website marketing?

Website marketing can be defined as promoting your business website, getting more traffic and making more impact. It’s really as simple as that! There are a number of elements that make up an effective website marketing strategy, with multiple channels to explore. But essentially, it’s cost-effective, makes the best use of your B2B site, and creates the opportunity to reach more customers. To get more from your website marketing strategy, you should start with an analysis of your existing website — make use of available data to see what is working and what isn’t. Where are your visitors exiting your site? Which pages are slow to load? How long are users staying on your website? Then, establish who your existing customers are. This will help you identify the different groups that make up your customer base and gain an understanding of what they want to see.

Why website marketing is the cornerstone of your digital strategy

You could have the best product in the world — but if your website doesn’t reflect that, you risk losing customers. B2B websites are traditionally static, uninspiring and full of jargon. But it’s important for marketers to remember who websites are for. If your marketing objectives include acquiring new customers, maximizing existing customers, improving your brand’s reputation or enhancing your digital presence, then your site needs to be at the core of everything you do. It helps make your brand more visible, provides 24/7 access to your product or services, and creates a hub of information and content for potential customers to explore.

According to Business Insider, 40% of consumers head straight to search engines to get more information before making purchase decisions. So, ensuring your site is optimized for search engines is extremely important. SEO-friendly sites get the most back from their website strategy. SEO Hacker found that almost 90% of the world’s population only look at the first page of search engine results. And, according to New Media Campaigns, organic SEO is more than five times better than paid search ads. Consider developing an SEO marketing strategy as part of a wider website strategy. This should include:

  • Keyword research and implementation
  • Creating and posting regular content
  • Backlink building
  • Using quality images
  • Optimizing user experience               

The forgotten areas of website marketing

A website needs to be a well-oiled machine. Every visitor is a potential or existing customer, and for your business to thrive in a digital landscape, your site needs to impress your whole audience. Don’t forget to consider these crucial factors that can be make-or-break when it comes to visitors landing on your site.

Web design

UK Web Host Review found that 59% prefer a beautifully designed website. And, 94% won’t trust an outdated website. So, when creating a web marketing strategy, ensure you consider the way your site looks. Is it attractive? Is it easy-to-navigate? Does it look old-fashioned? If users are landing on your site and not being engaged, they’ll likely leave fast — negatively affecting your bounce rate and SEO ranking, and in turn, your online credibility. Don’t forget to create a pleasant and simple user experience — design clear calls to action and ensure gated content is easy to access, with minimal questions to answer or details to input.

Affiliate and social media marketing

According to Sprout Social, 90% of social traffic to B2B blogs comes from Facebook, Twitter and LinkedIn. So, make sure you’re regularly sharing and promoting your site via social. And, Business Insider found that affiliate marketing generates 16% of all online orders. Using platforms and third parties to link through to your brand can really help. Affiliate marketing works as an endorsement, encouraging audiences to follow the link to your website and explore your product or service. Research and build relationships with brands and influencers. A social media marketing strategy ensures brands build a follower base and utilize their own online platforms to drive traffic to your site.

Digital content marketing

Content is King. Be sure to produce high-quality, informative content to get your brand noticed. This could be in the form of online video marketing, webinars and downloadable eBooks. But don’t forget to make use of your website by ensuring your business blog is always full of shareable, engaging content. HubSpot found that organizations with blogs generate 55% more website visits than those without them. And, the more the merrier — according to Traffic Generation Cafe, once you have written 52 or more blog posts, your traffic increases by around 77%. Post regularly, make use of keywords and backlinks, and ensure content is relevant to your audience.

CRO

According to WordStream, a typical website conversion rate is about 2.35%. However, top-performing websites see around 3-5 times higher conversion rates than average. But how can marketers improve their CRO? The best way to ensure visitors convert is to ensure they are seeing content that they want to engage with. That’s where personalization comes in. HubSpot found that personalized CTAs convert 42% more visitors into leads. Personalization also increases brand loyalty among millennials, according to Smarter HQ. And, Epsilon found that 80% of consumers are more likely to make a purchase from a site that uses personalization. For the ultimate website marketing strategy, personalization is key.

Using digital marketing tools for a more complete strategy

Discover some of our favorite technology to boost your business. At Webeo, we’re big believers in utilizing the latest marketing technology to take your website to the next level. Our leading website personalization software does just that. Webeo creates personalized website experiences for users landing on your B2B site, based on the business IP address they are visiting from. Thanks to a global leading database of business IP addresses, Webeo produces real-time personalization for each of your website visitors. Tailor the images, content and language they see and greet them by business name. Improve CRO, see ROI fast, improve bounce rates, and make your way to the top of the search engine. If it’s time to include personalization in your marketing plan, discover Webeo. Book your free demonstration today.