4 ways content personalization software can boost your B2B marketing
In the wise words of Bill Gates, ‘Content is King’. And, although the Microsoft founder made that statement back in the mid-nineties — it’s safe to say content isn’t going anywhere! In fact, according to Content Marketing Institute, 92% of marketers reported that their organization views content as a business asset. Not to mention it’s how decision-makers prefer to learn about you — 80% of executives and business owners prefer to receive information about a business through articles rather than adverts, according to Stratabeat. Plus, it’s cost-effective — DemandMetric found that content marketing costs 62% less and generates approximately three times the volume of leads. But, creating one-size-fits-all content won’t cut it anymore. So, how can a personalized approach boost your business results?
Audience segmentation
Your target audience should be the most important thing in the world to your B2B organization. It is your job to impress them, inform them and give them enough reason to want to become a customer. This means conducting research, gaining crucial insight, and sharing the right content with the right organization. But, how do businesses find out who makes up their wider audience base? And, in turn, how do they find out what each of these smaller audiences want and need? That’s where segmentation comes in — the useful approach to finding out who exactly makes up your audience. Industry segmentation, for example, sees organizations split their potential buyers up based on the sector they’re from. There are multiple approaches, and it’s important to choose the one that works best for your organization specifically. Start by looking at your existing customers to discover what an ideal buyer looks like, then look for business that share similarities with them.
Personalized content marketing — is it worth it?
No matter what sectors you cater to — personalization is a powerful tool. And, personalized content works! In fact, generic content that lacks relevance generates 83% lower response rates in the average marketing campaign, according to Monetate. And, According to PR Newswire, 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. So, it’s safe to say that people want personalization. Since 70% prioritize quality content according to Point Visible, to stand out from your competitors and meet the growing demand for personalization, weaving a bespoke approach throughout your marketing materials is key. From industry-specific blog posts and downloadable content, to explainer videos and webinars, to interactive content like surveys and apps — put personalization at the heart of all you do.
Email personalization
In the world of B2B marketing, emails can seem constant. The B2B decision-makers that you’re trying to connect with will likely receive hundreds every single day. So, what’s going to make yours stand out? You guessed it — personalization. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened. And, Experian found that personalized emails deliver six times higher transaction rates. Use highly-targeted email marketing campaigns to distribute your bespoke content, share personalized offers based on the recipient’s industry and online behaviors, and recommend products based on engagement or past purchases. Utilize the data you have to make informed decisions and present your high-value target audience with the content they want and expect to see.
Website personalization software
Your website is the digital hub of your business — where potential customers land to gather everything they need to know about you. If it lacks relevance, then what’s keeping your visitors engaged? If you serve multiple industries or provide multiple products — how easy is it for users to find what they’re looking for? And, if the visitor arrives to your website from a highly-targeted and personalized advert or piece of marketing material — does your site experience match up? According to Instapage, 74% of customers feel frustrated when website content is not personalized. And, in-house marketers that are personalizing their websites are seeing an average of a 19% uplift in sales. Effective website personalization tools help you offer a bespoke online experience from start to finish — ensuring every piece of content your audience engages with is tailored to them.
It’s time to get personal — from your marketing content through to your website. Webeo is a leading personalization software that takes B2B websites to the next level. It works by transforming static, one-size-fits-all websites into bespoke online experiences based on the visitor. Utilizing the world’s leading database of business IP addresses, Webeo identifies the organizing your website visitor is from, and tailors your site to meet their needs. Alter the imagery, language, content, greetings and calls-to-action to showcase that you’re a leader in their industry. Boost your conversions, reduce your bounce-rate, increase the time spent on your site, and provide the ultimate customer experience. Discover the power of personalization and book your free Webeo demonstration today.
