What We Do And Why / Personalized Content
The biggest problem with B2B websites today is that our buyers use them to find out about our products and services, but these websites are not optimized to help them find the content that is actually relevant to their needs. Most companies still expect their prospects to reach out for support and guidance, but the modern B2B buyer evaluates our products and services independently before deciding if they want to be contacted. The way they research us has changed, but the way they buy is often still the same and requires an in-person connection.
B2C companies are typically much better at personalizing the web experience of their visitors than B2B companies are. If you had to narrow it down to one, simple reason it would be that B2C e-tailers have a bigger toolbox, largely driven by high traffic with a high percentage of repeat visitors.
But now B2B companies have an advantage that B2C can't touch ... account-based personalization of content and offers based on the company the visitor is coming from.
Make sure your customers have a different experience than your competitors. Ensure that the companies on your hot list are presented with the content and offers that will get them to convert. Engage your most valuable visitors by presenting them with the information they are looking for.
How does it work?
Demandbase has applied the principles of Strategic Account Planning into our service. Putting named accounts under “watch” enable you to dictate how your marketing technologies will perform at the individual company level, rather than the more broad "industry" or "company size" firmographics.