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 organizations 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 organization?
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 percent 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.
