The Humanization of Business Website Personalization
Business website personalization is one of the most powerful ways to accelerate your websites’ connection with B2B buyers to drive business growth. It allows businesses to deliver hyper personalized versions of their website in real time, which allows your website to share the types of content visitors find most valuable. Most importantly, website personalization helps buyers on their journey by creating faster engagement, which ultimately leads to increased conversions. Doesn’t this sound like a B2B marketer’s dream?
Despite B2B website personalization providing so many opportunities and improvements for so many brands already, not all companies have realized its potential yet….
Isn’t your website one of your biggest assets?
Your website is arguably the most important part of your prospect’s journey and the touchpoint over 70% of B2B buyers say is most influential when making a buying decision. Having a website that falls short costs businesses millions in lost engagement opportunity and revenue. Not something that sounds appealing, right?
Neglecting to realize that not only behind every business connection, engagement and purchase is a human, but that the way we buy as individuals has changed – will ultimately cost you more and prevent the acquisition of new customers.
Are you starting to agree that website personalization is essential for increasing engagement and driving business growth?
Let us tell you a little story…
Today, Kate got out of bed, she grabbed her phone and her journey for work flashed up next – great, no roadworks today! Walking to the office, she pre-ordered her usual coffee from her local coffee house, using the favorites in their app. When she arrived, it was waiting for her – her name neatly written on the side.
Arriving at work, she logged on to find she had received the most perfectly thought-out email from a business brand. She instantly connected this to the campaign messages she had received from the same company last week. Expertly designed to connect with her business, each message had been crafted based on insight about its sector – it felt relevant, personalized. It continued to convince her that their product and brand was right for her company. Excited, she decided to visit the company’s website to find out more. After all, this is where she would be able to find deeper, more valuable data, along with the information she needed to take her through to the next stage of her buyer journey – isn’t it?
But, wait a minute… this felt very different. Where was all the relevant, useful information that had been presented to her previously? Where was the next level content and resources she needed to access to help her understand more about the product for her business? Where were the proof points and case studies relevant to her industry? This felt like a completely different business to the one who had understood her in their previous communication. This company didn’t recognize her at all – it all felt so generic.
She clicked around the website, working hard to find what she needed. After a couple of minutes, she managed to find the right industry page and located some of the information she was looking for, but it was too late. Disappointed and frustrated, she clicked away from the website and carried on with her day, sad that she’d wasted her time…
Taking a leaf out of the B2C book
As consumers, we expect a brand to understand our needs and create the most relevant online experience for us based on this. Consumer brands have made this level of personalization and customization to help us navigate the buying process – it just feels natural.
B2B buyers expect the same experience they are getting as consumers, but B2B websites are struggling to deliver. Business brands may be harnessing personalization across their marketing campaigns and as part of sales, but often neglect the place where it matters most. The one place visited at the start, during and after every purchase – the website!
Many B2B websites are still presenting the same standard experience for every visit. This forces visitors to have to work hard to find the information that’s relevant to them. It’s happening everyday – new buyers, pipeline, even customers visit the website and they all receive the same generic message. What’s worse is that B2B marketers have been happy to accept that a generic website is the best they can do – until now.
Webeo is a dynamic, real-time website personalization software — made by B2B marketers, for B2B marketers. With Webeo, you can give your visitors a personalized welcome, curate content that makes it as easy as possible to find what they’re looking for, and move them through the buyer journey faster than ever before. It’s the next stage of the personalization evolution — don’t get left behind. Learn more…
Written by: Lauren Lee