B2B marketing and personalization: what’s the missing link?
B2B marketing leaders like you are under immense pressure to deliver best-in-class results every day. While this isn’t a new challenge, it is one that gets harder as the marketplace continues to grow more cluttered and competitive. To keep the modern-day prospect engaged and connected to your brand, delivering a relevant experience is absolutely vital.
According to Evergage, 92% of marketers report using personalization techniques in their marketing.1 With this in mind, you’re already applying a personalized approach to your strategy at some level. From tailored email campaigns and targeted PPC ads to account-based marketing, you already understand the value of personalization. It works! But, where does your business website fit into this hyper-relevant customer journey?
Your website influences your buyers long before you do
Businesses like yours are at the forefront of innovative thinking — and so are the decision-makers, organizations and industries you’re targeting. To get the best ROI and generate the most revenue from your marketing output, hyper-personalization should be at the heart of your strategy — with your digital campaigns, content, marketing communications and customer journey designed with your target audience in mind. But, where tech marketing leaders often miss the mark is their website — with a one-size-fits-all site diluting the efforts of high-quality, personalized campaigns.
CSO Insights found that almost half of B2B buyers have already identified specific solutions before they get in touch.2 And, according to Merit, millennials state that internet search and vendors’ websites are their top means of product research.3 This means that your website holds serious power to influence decision long before prospects engage with you. So, why are you giving every visitor the same mass-targeted experience? From the moment they land on your site, every individual visitor deserves to find the most relevant information effortlessly — and with the right tools in place, it should be just as easy for marketers to deliver these personalized experiences to them.
“B2B buyers have been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep.”
— Justin Shriber, Vice President of Marketing for LinkedIn Marketing and Sales Solutions, Harvard Business Review
Prove your brand’s value with real-time relevance
The B2B buyer journey is complex — with smaller lead pools, niche products and typically more decision-makers than the B2C world. Episerver found as many as 92% of first-time website visitors haven’t come to your site to make a purchase.4 And, according to Time, you have just 15 seconds to grab their attention5 – that’s a very short space of time to wow them!
Marketers need a reliable way to impress website visitors and prove expertise in real-time. To make that very first interaction count and speed up the complicated customer journey, your site needs to replicate the level of personalization seen in your marketing materials. Remember, B2B buyers are consumers in their personal lives — so they’ll be used to the one-to-one digital experience provided by consumer brands.
Accelerate the customer journey and move prospects to demos faster
Your website is more than just a static online billboard. It’s the first and final digital touchpoint in your buyer journey — it’s an active hub with the potential to turn every visitor into a qualified lead and close the gap in personalized experiences. You’re already investing heavily in your website engagement strategy — website optimization and personalized marketing tactics are standard practice for leading tech and SaaS marketers. But, to cut through the noise and turbocharge the performance of your existing tactics, you need to discover the vital missing link. Enter website personalization software — the game-changing technology for the B2B sector.
With website personalization tools and one piece of code, laid over your existing site, you can:
- Easily deliver bespoke messages, imagery and content
- Create streamlined, individual and most importantly, hyper-relevant customer experiences for every visitor
- Segment your audience with ease and wow key industries with a fully customized view of your business
- Create richer connections with visitors on arrival and drive serious revenue
According to Adobe, in-house marketers see, on average, a 19% uplift in sales through web personalization.6 If you’re delivering personalized marketing campaigns across various channels but struggling to see the return, drive conversions, book demonstrations or complete transactions — it’s time to identify the missing link. And, for SaaS and tech marketing leaders, that’s website personalization.
The best welcomes are always personal. If you’re struggling to curate relevant content and drive significant business growth, we can help you find the missing link.
Webeo is a dynamic, real-time website personalization software — made by B2B tech marketers, for B2B tech marketers. With Webeo, you can streamline digital experiences, display personalized calls-to-action and tailored welcome messages, showcase relevant content, engaging imagery and language from the moment visitors land. The results? Better engagement, amplified marketing ROI, faster conversions — and more of them.
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