Using website personalization software for industry segmentation
Including the right tools and tactics in your business strategy is crucial for success. And, to futureproof your business and your marketing approach, introducing website personalization is key. It’s no secret that B2B marketers don’t always have it easy — and, often, they fall miles behind the B2C marketing community. This is exactly the case when it comes to offering personalized experiences. If you haven’t already included a segmentation strategy in your business plan, you could be missing out on the countless benefits it provides. Let’s explore how industry segmentation and website personalization technology can transform your B2B marketing strategy for maximized results.
What is industry segmentation?
“Market segmentation is a natural result of the vast differences among people.” — Donald Norman, researcher, professor and author
Segmentation is the process of splitting your business audience or market into smaller groups based on their shared similarities. The approach is used to help businesses see the different ‘segments’ that make up their audience — and, in turn, provide a more personalized and relevant experience to each of them. There are multiple types of segmentation that can be used, and it’s up to you to decide which one works best for your business. These include behavioral segmentation, geographic segmentation, demographic segmentation and psychographic segmentation. When it comes to B2B marketing, however, segmentation by industry is a highly effective approach.
If your organization serves more than one industry, start there. Different industries won’t necessarily want the same products or have the same requirements. However, this can be taken a step further. Let’s define industry segmentation with an example. Imagine the largest portion of your business comes from the automotive industry. Within that industry, there will be designers, manufacturers, mechanics and salespeople — to name just a few. These are industry segments. Firstly, ask yourself whether you work with each of these segments. Next, identify which is the most valuable to your business — and make this your priority segment. Then, you’ll need to design personalized marketing strategies for each of these segments — putting customer experience and relevance at the heart of your wider strategy.
Benefits of segmentation
So, why should you include segmentation in your B2B marketing strategies? Well, the more relevant your business, products and marketing content, the more likely you are to impress your potential customers. Think about your own experience as a consumer. Which online business stands out to you? Is it the one that provides a one-size-fits-all approach, showcases irrelevant products and makes it difficult for you to find what you’re looking for? Or, is it one that puts customer experience at the center of its website, provides timely and highly-personalized content that is relevant to your business, and offers a seamless, intuitive user experience? There’s no competition. Remember, the B2B buyers that make up your target audience are consumers in their personal lives. And, like you, they’ll be seeking a simple and enjoyable online experience.
Why use website personalization software
“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’” — Jamie Turner, keynote speaker
It’s simple — personalization works. In fact, Epsilon found that 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences. Not only does it work, but a lack of personalization can negatively impact the customer experience. According to Segment, as many as 71% of consumers feel frustrated by impersonal experiences. And, if you’re hoping to stay ahead of your competitors and stand out from the crowd — personalization is a must. Evergage discovered that 98% of marketers say personalization advances their customer relationships, and 89% of digital businesses are investing in personalization, according to Forrester.
With software for website personalization helping you offer seamless, bespoke online experiences, you’ll see your marketing measurables soar, develop customer loyalty, and stand out as an industry-leader in your key sectors. According to Econsultancy, 80% of companies report seeing an uplift since implementing personalization. And, Adweek discovered that personalization efforts can boost revenues by up to 15%. Make use of high-quality, accurate data to ensure your potential customers’ wants and needs are catered to. Reap the rewards of enhanced processes through the power of innovative technology. Transform your content marketing materials by weaving relevant messages and industry specific topics throughout. And, streamline your entire customer journey by embracing website personalization technology for maximum results.
Webeo is taking B2B websites to the next level through the magic of on-site personalization. The innovative tool utilizes a global leading database of business IP addresses and works by tailoring business websites in real-time to meet the needs of each and every visitor. This way, users can create the perfect website for every visitor, every time. Alter the imagery, language, content, greetings and calls-to-action that appear on your site — and, in turn, increase the time users spend on your site, boost your conversion-rate, reduce your bounce-rate and transform your customer experience. Book your Webeo demonstration to discover the power of on-site personalization today.