12 Days of Personalization Part 2

Welcome to part 2 of our ‘12 Days of Personalization’ blog! We’re continuing to identify the simple steps you can take to maximize your website, by applying a personalization strategy.

From dynamic tags, to utilizing the real-time data in your CRM and MA platforms, these are the opportunities you’ll be able to explore in 2022, with Webeo as an addition to your tech stack.

Day 7 – ‘Company name’ based personalization

Setting up a campaign using a dynamic ‘company name’ tag is one of the first personalization experiences you can set up on your Homepage. However, if you identify another page you’d like to personalize, but need time to decide which type of experience to set up, this is a perfect starting point.

By simply using a dynamic ‘company name’ tag on your high intent pages (these could include your Homepage, Contact Us page and Product page), you could see an uplift of up to 100% in your conversions.

Top Tip: Maximize your results by pairing this personalization with our other personalization types.

For example, you can create a wide-reaching campaign by combining dynamic ‘company name’ and ‘industry’ tags within the content of your Homepage, which can be set up in a matter of minutes.

3 easy experiences to set up:

1. Inserting a dynamic ‘company name’ tag into your hero banner and title copy.
2. Include a dynamic ‘company name’ tag in your copy further down your Homepage, to reinforce the personalized experience.
3. Combine with channel-based personalization – if you’re running a paid search campaign, acknowledge the channel your visitor came from and pull through a dynamic ‘company name’ tag.

Day 8 – The ease of personalization

With Webeo, personalization is a simple way to add that extra layer of engagement to your business website. Draw in your visitor’s attention by displaying personalized CTAs, tailored welcome messages and content. Our plug and play tech overlays your website, without changing its base code, or having to worry about complex Content Management Systems. This really is the easiest way to streamline your digital experiences.

We want to help ease your workloads when it comes to personalizing your site and that’s why the Webeo drag and drop editor has been designed with marketers in mind. Perhaps you’re looking to change the content on a particular webpage to suit the visiting industry? Simply drag, drop, and hide the original piece of content and you’ll be able to change the look of your site in minutes (rather than days!).

Top Tip: This works particularly well for case studies!

3 easy experiences to set up:

1. Industry – insert the name of the visitor’s industry.
2. Channel – reference where your visitor has landed on your site from.
3. ABM – use our integrations to pull through your visitor’s name and display CTAs that are relevant to their stage in the buyer cycle.

Day 9 – Using integrations to supercharge your ABM

Our integrations are a great way to amplify your ABM campaigns, to ensure you’re using your stored customer data to serve the most relevant experience to each visitor.

When it comes to building audiences for your experiences, integrating Webeo with Salesforce provides that all-important context. Parameters such as industry, location, traffic source (and even the individual business) are very powerful, but they can’t showcase what that visitor really means to you. Are they a prospect? A customer? A brand-new lead? Based on the status held in Salesforce, you will be able to build audiences and target visitors based on their context — enabling you to create meaningful and personalized experiences for everyone, whether they’re a current client, or in the middle of negotiating a deal.

Integrate Webeo with your MA (marketing automation) platform to create experiences for individual contacts in minutes, with no code required. If you’re using an MA platform, it’s safe to assume you’re invested in high-quality inbound marketing, while also orchestrating the prospect buying journey to accelerate sales. So, where does Webeo fit into the mix?

Webeo enables you to use the information you hold to roll-out the red carpet and personalize to those individuals. By combining HubSpot Contact Data, Marketo Person Data or Pardot Data with Webeo, you’re able to deliver automated, highly relevant, and personalized experiences to your own contacts – anywhere on your website. Want to make a personal welcome? Show relevant case studies and content? Address clients or pipeline opportunities differently? Webeo gives you the power to do it at any given time, across your entire website. Why not utilize your contact data to create experiences that address the different job roles visiting your site. This will enable you to tailor your messaging and ensure the decision makers are presented with the information they are looking for.

The benefit? Even greater connection with your audiences, decreased bounce rates, increased time onsite, but most importantly – increased onsite conversions.

3 easy experiences to set up:

1. Use our MA integrations to convert your pipeline faster by tailoring content to match their funnel stage (see more below).
2. Use our Salesforce integration to set up experiences personalized to your different target lists.
3. Target customers you already know are subscribed to a particular product and create a personalized experience upselling your other relevant products.

Day 10 – Funnel stage based personalization

Now you’ve set up your integrations, you can really show your buyers you understand them and their needs, by creating personalized experiences at funnel level.

By utilizing one of our MA platform integrations, or uploading your own data to your Webeo audience, you can identify the best way to engage your audience and display the most relevant experience. Want to convert your pipeline faster? Then you need to serve your visitors relevant content, resources and CTAs that address their needs, based on what you already know about them.

For example, consider personalizing your CTAs to your visitor’s stage in the sales cycle. Do they know who their sales rep is? Include their name in your CTAs to contact them. Maybe you know a contact is close to signing a contract, but they need that extra push? Why not display relevant case studies to help them get to their decision faster. Want to ensure you’re targeting your most engaged visitors? Use our MA integrations to identify contacts who opened your last email and alter your copy to reflect its messaging.

There are so many opportunities website personalization can provide when tailoring your visitor’s experience to their funnel stage.

3 easy experiences to set up:

1. Use our MA integrations to identify your most engaged clients or prospects and tailor your Homepage accordingly.
2. Alter CTAs for prospects close to signing up. Replace ‘Book a demo’ CTAs with ones that encourage them to get in touch with their sales rep.
3. Use our MA integrations to track contacts who have downloaded specific content pieces. Tailor your Homepage copy to reflect this, perhaps by naming the content and thanking them for reading it.

Day 11 – Customer based personalization

Wishing there was a way to personalize your site based on your contact data that you’ve grouped by specific characteristics? Look no further. Use our customer upload feature and integrations to capture this information and deliver powerful experiences, refined for renewals, upsell, cross-sell and lapsed customers.

Let’s use Marketo as an example. Once your Marketo account is integrated with Webeo, there are two types of personalization opportunities that can be used to build audiences. These are Person and Company. Once these audiences have been created, Webeo will look for the unique Marketo ‘Munchkin’ tracking cookie which relates to the person at the point of a visit occurring. Using this cookie, Webeo can identify if a person matches the Marketo audience. If they do, they will receive the personalized experience you have created for them.

Setting up a Person audience will utilize the Person status (of an individual) held within Marketo. You will be able to target visitors using relevant context, tailoring your content based on whether individuals within a business are existing customers, prospects, or any number of Person Status’ that have been configured inside Marketo.

A Company audience will be based on the default Marketo company properties, which is where important information is stored. This means you can build a Webeo audience to target a group of businesses that share a company trait held within Marketo.

The below screenshot shows where you will be able to select your Marketo audiences inside the Webeo dashboard.

Our other MA integrations work in a similar way and are just as easy to implement, so you can start utilizing your contact data held in HubSpot and Pardot too. Helping you to deliver relevant experiences at every stage of the buyers’ journey.

3 easy experiences to set up:

1. Alter CTAs to reflect your visitor’s stage in the buyer’s journey.
2. On your Content Page, include a thank you message referencing the last piece of content the visitor downloaded from you.
3. Tailor content on your Homepage to reflect whether the visitor is due to renew, a new customer, or close to a sale.

Day 12 – Mass personalization campaigns

Mass personalization campaigns are great for when you want to keep the main template of your website page’s the same, but need to tailor the content to different audiences. One example would be if you wanted to display different versions of your Homepage to different industries. Simply use the dynamic ‘industry’ tag in the headline of the template you’d like to mass personalize and all other templates with the same base code will be updated.

Mass personalization campaigns can also be utilized across other pages on your site. Perhaps you’re launching a new product and you’d like to insert a banner advertising this across multiple Product Pages. Providing these pages share the same base code, the banner will pe applied across all of them. Mass personalization can also be used to reposition elements on certain pages, such as moving a relevant case study to the top of your Contact Us pages. This is a great way to engage your visitors with a success story that applies to their own business.

3 top pages to mass personalize:

1. Product page
2. Blog page
3. Homepage

We hope that you have found our 12 Days of Personalization blog useful and that it has showcased how the Webeo tool brings simplicity to website personalization. With a code-free editor designed to provide ease to marketers and enable them to create bespoke experiences that uplift conversions, reduce bounce rates and drive ROI, Webeo is an essential to every great marketer’s tech stack.

Has it encouraged you to implement Webeo into your marketing strategy for 2022? If so, we’d love you to get in touch. Deploying Webeo next year will put you on the path to maximizing your website – and personalization is the key.

Written by Lauren Lee