Why nearly half of digital marketers plan to implement website personalization
“Personalization is the automatic tailoring of sites and messages to the individuals viewing them, so we can feel that somewhere there’s a piece of software that loves us for who we are.” — David Weinberger, Author
The latest Webeo: futures results are in! And, we’re pleased to announce that personalization has captured the attention of a huge number of B2B marketers. Rightly so — the stats supporting personalized marketing speak for themselves. According to Webeo: futures, 46% of marketers plan to implement website personalization going forward. And, even more respondents — 52% — plan to implement personalized campaigns in the future. So, it’s clear that the true value of individualized online experiences is starting to get seen by marketers across the board. But, half of respondents still have no plans to implement personalization ahead of 2020. With so much evidence supporting the power of personalization, why are B2B organizations still so far behind the curve?
It’s important to remember that personalization is not a new concept. According to eConsultancy, bespoke shopping experiences date back to the 18th century — when hat retailers would keep records of customers’ size and style preference to make their experience as easy as possible. Modern-day personalization takes inspiration from these highly-tailored experiences, supercharging them with the advantage of accurate data and real-time software. According to CMO, 77% of marketers believe real-time personalization to be crucial. And, Big Data Made Simple discovered that 90% of the world’s data was created after 2016. So, it’s safe to say there is enough high-quality, valuable data to ensure your personalization campaigns are the best they can be.
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” — Jeff Bezos, CEO, Amazon
Consumer brands have been leading the way with online personalization for years. Think Amazon — creating entirely bespoke communications and recommendations for customers. According to Yahoo! 54% of people prefer personalized ads — so, it’s safe to say that if you’re not embracing personalization or implementing a personalization strategy, you could be turning more than half of your potential customers away. However, personalization doesn’t just have a positive impact towards customer acquisition. According to Econsultancy, thanks to personalized shopping experiences, 44% of consumers are likely to become a repeat buyer, increasing your customer retention and helping to create a loyal customer base. And, it could also help with word-of-mouth-marketing, boosting your online presence and enhancing your reputation, since 39% of consumers are likely to tell friends or family, 32% are likely to leave a positive review and 22% are likely to leave a positive comment on social media.
If you work in a competitive industry, personalization can help you stand out from the crowd. And, if your industry is a little more niche, you can prove to your potential buyers that your business is a leader in their field. As customer experience becomes more and more of a priority for businesses, it’s no wonder that so many marketing professionals are seeing just how valuable personalization is for the organization. According to Evergage, 75% of consumers are more likely to make a purchase with a business that recognizes them by name, recommends options based on past purchases or knows their purchase history. This makes perfect sense when we think about it — the more enjoyable, relevant and simple the experience, the more likely a website visitor is to make a conversion.
“Businesses aren’t B2B or B2C. They’re Human To Human (H2H).” — Dominic Cummins, Founder of Right Mind, Inc.
As B2B marketers and salespeople, it’s easy to forget that your target audience — busy B2B buyers and decision-makers — are consumers in their personal lives, too. They will be used to the simple, bespoke experiences provided by e-commerce stores and streaming sites. Not only do they want simple user journeys, highly-relevant content and the ability to find what they’re looking for fast — but they also want an experience they’re familiar with. When planning your marketing strategy, consider how personalization could positively impact your measurable marketing metrics, thanks to an improved experience for your target audience — helping you boost CRO, prove ROI fast, and speed up the time taken to close a deal thanks to a tailored, relevant experience.
Webeo is a leading website personalization software revolutionizing static B2B websites as we know them. The tool works by tailoring the language, content, appearance and greeting of your B2B website based on the visitor. Thanks to a global leading database of business IP addresses, users can transform their site to meet the needs of specific organizations, sectors and industries visiting their site — creating the perfect website for every visitor, every time. Increase your conversion rate, turbocharge your customer experience, reduce your bounce rate and increase the time each visitor spends on your website with a personalized web experience for everyone. Discover the power of personalization and book your Webeo demonstration