In this video, we will be giving you an insight into how to personalize your website for ABM.
If you’re a business to business company, it’s likely that you work across multiple industries.
So, when it comes to planning, designing and creating your marketing material, it can be tough not to generalize.
What could massively appeal to one industry may be a deal breaker for another.
And, even something as simple as the look of your website or the language you use can change a prospect’s opinion on your brand.
This is where website personalization and account based marketing come into play.
While they’re different approaches, they work hand in hand to create a truly bespoke marketing strategy for businesses that matter to you.
Let’s start with website personalization:
When you think of the average business to consumer website, it is a flurry of personalized content, memorized data and product recommendations.
This makes the experience more interesting, more exciting, and much easier for customers to navigate.
It should be the same for businesses. Especially for key accounts that are valuable to your business.
Research by Invespcro found that 45% of online shoppers are more likely to shop on a website that offers personalized recommendations.
That’s almost half of all people shopping online!
But, even with countless facts and statistics showing the benefits of personalization are huge, so many businesses are still way behind.
And, it doesn’t just benefit your potential customers either.
According to Econsultancy, four in five companies have seen an uplift since implementing personalization.
It gives website visitors an entirely unique experiences based on data.
When you apply this to an effective account based marketing strategy, it can work wonders for your business!
So, let’s talk about account based marketing.
Account based marketing helps businesses prioritize their customers and potential customers.
This way, you won’t be wasting time and money on accounts that won’t bring your business any value.
And instead, the accounts that will bring you value should get an experience that makes them want to do more business with you.
If your business has already implemented an account based marketing strategy — or ABM — you are probably seeing a positive return on investment from marketing.
In fact, according to ITSMA, 87% of marketers measuring ROI found that ABM outperforms other marketing investments.
Targeting key accounts, in favor of more traditional mass marketing techniques, is a much more accurate approach.
But what decision makers love most about ABM is how personalized it is.
So, make sure your key accounts receive a marketing experience that is bespoke to them.
And, don’t forget, your website is an integral part of your business’s marketing mix!
Now, what elements can you personalize for your key accounts?
Here are just a few ways that personalization software, like Webeo, can make your website visitor’s experience unique.
● A welcome message that greets them by company name
● An acknowledgement of their time zone. This could include a ‘good morning’ or ‘good evening’ message
● An image or video that suits the company’s interests, industry, or brand value
● Product recommendations based on their previous interaction with your brand.
● Content that relates to the company, such as testimonials and case studies from the same sector, can be brought to the top of the page
● The inclusion of personalized calls to action, which potential customers more likely to engage with compared to generic calls to action
This personalized experience will ensure the decision makers in the companies and industries that matter to you feel appreciated and valued.
So, how does it work?
Webeo’s personalization software, for example, works based on the IP address of the company that is visiting your page.
So, it can tailor the website experience based on the brand that is visiting, and where they are visiting from.
If the visitor is from one of your key accounts, the experience they receive should be unforgettable.
And, in turn, makes them more likely to continue doing business with you.
So, now you have an insight into how to personalize your website for account based marketing!
If you are a business that is thinking of implementing an ABM strategy, and you want to find out more about how website personalization can help, speak to Webeo.
Visit the link below to find out more about our personalization software and the bespoke online experiences we create!