How web personalization can help with a growing B2B buying unit

In B2B, buying is getting more complicated and involves more people. On average, about 11 people are part of a B2B buying group. This means businesses need to meet different needs and preferences to close deals.

Buyers do their homework

B2B buyers are smart and like to do their own research. They spend 83% of their time looking up information on their own before talking to sales reps (6Sense). This makes it important for businesses to have a strong website with helpful content, so buyers can be self-guided to make informed decisions by themselves.

The right information at the right time

Web personalization helps show the right info to the right person at the right time. By tailoring content based on who the visitor is and where they are in the buying process, businesses can improve engagement and conversion rates. For example, a decision-maker might want to see benefits and ROI, while a technical user might look for detailed product specs.

Only 5% of buyers are ready to buy

Remember, only about 5% of website visitors are ready to buy at any time. Most visitors are just learning. By personalizing your website for these visitors, you can build brand awareness and educate them, making them more likely to remember your product when they are ready to buy.

Gaining a competitive edge

Personalization gives you a competitive edge by making your website more relevant and engaging. Businesses that use personalization to create a more helpful online experience can stand out from the competition and build stronger relationships with their customers. According to research, companies using web personalization generate 40% more revenue than their peers (McKinsey).

Marketers can’t ignore the power of personalization for building trust with a growing buying unit. By understanding and addressing the unique needs of the buying unit, you can create a great first impression. Tailor your website by role, industry, and size of target accounts. Then, layer personalization to reflect the buying stage, not just assuming all visitors are ready to buy right away.

Personalization is more than just adding a company name tag. Done right, it creates helpful experiences for buyers, improves engagement, and builds trust with the buying committee, helping you stay ahead of the competition.