B2B Website Personalization: How Marketers can See a Spike of 40% Growth in Demos?
Using website to convert traffic into quality leads.
A lot of money is spent on social media ads, search engine ads, outbound emails, push notifications, and others to bring visitors to your website. This webinar is going to help you use your existing website traffic to convert them into quality leads.
What happens after the visitors come to the website?
In a B2C environment, product recommendations can be personalized to a great extent. But, in a B2B scenario, there are a few products that your website has to sell highly defined firmographics tied to lifetime value, geography, their business segment, and so on. That makes the process of personalization very different in both cases.
With our earlier startup, when we wanted to showcase the information for an e-commerce target audience, it was difficult to personalize. Tools available in the market for A/B testing which provided validation for a hypothesis to be proved with an experiment. But there was none in the market that could support us or any B2B marketer with a tool that can personalize our website for specific audiences.
Suiting the B2B sales cycle
In a typical B2B sales cycle, what you sell depends on who you are selling it to. You need to know who this person is, their profession, how they will use the product, what is the company size, location of customer, and a lot more information. Depending on these aspects, your pitch will be modified.
A step further, you will agree that what and how you sell to a startup is very different from how you would sell the same product to an enterprise. As you gather information, the sales cycle will go through an evolutionary process. This information has to be applied to truly evolve the experience. The customer would not want to see and hear what they already know and have. This is when personalization becomes pivotal in upgrading the evolving sales cycle. Personalizing the journey is when the conversion takes place.
B2B website personalization
Personalizing a B2B website is based on multiple data points which can be classified into four dimensions. These four dimensions are:
What can you personalize on your website?
You can personalize the website for both first-time users, repeat visitors, and customers. You can personalize any of the following pages:
- Pricing page
- Feature pages
- Paid ad landing pages
- Value proposition
- Gated content pages
- Demo page
- Integrated email cadence
You can also enhance the personalization experience using custom tool integrations with your CRM, email marketing, and so on. CustomFit provides an analytics dashboard that stitches the data coming from different sources that you use to collect data.
Read the full case study of how Chargebee used CustomFit as their personalization tool to convert their website into a growth engine.
Points of Conversion
So when does personalization aid in conversion? Ensure the following-
- Continue the story
- Create alignment while creating a corresponding relevance
- Build consistent communication across different inbound and outbound channels
- Upgrading or Cross-selling
Understand your Customers: From a Microscopic to Telescopic Level
Knowing your customers in the digital scenario is heavily dependent on strong analytics. Your website conversions can be benchmarked against goals, user journeys that can be tracked in real-time on CustomFit. You can explore personalization for some of the most important marketing use cases. Some of the most popular being:
- Paid ad marketing: Google Adwords, Linkedin Ads, etc.
- Organic search optimization
- Account-based marketing
- Database marketing