How To: Website Personalization in Minutes, Hours, and Weeks (Part 3)

We are coming up on the end of our 3-part blog series on website personalization. We’ve been exploring the ABM tactics you can implement to create customized experiences. Need to catch up on the first two parts? Click the links below and then come back here for the big finale!

Getting Committed With Website Personalization in Weeks

You’ve moved past the minute and hour challenges and are probably already seeing some interesting results. Now it’s time to take the plunge: Make a commitment to a few weeks of website personalization and create a richer, more contextual experience throughout your site. Of course, the first thing you can do is create additional audience-specific assets and offer those in places where you’re already personalizing. But if you have the appetite, you can make some bigger investments in new design and development. These are some of the things you can start out in your new adventure:

1) Content Curation

It’s likely you have a lot of resources—blogs, ebooks, datasheets, case studies, webinars. And it’s also likely that you leave it up to a site visitor to “choose their own adventure” when they come to your site. What if you could dynamically sift through all your assets to feature the content that is most likely to appeal to that visitor? With a focus on content tagging, a CMS, and a bit of development, you can filter, sort, or feature the content that will be most interesting to for your visitor.

Go from this typical resource center page:

To this resource center page:

2) Dedicated Landing Pages

Give your target audiences a curated place just for them. You can direct them to this page in a variety of ways: targeted advertising, personalized site content merchandising, or even as an alternate homepage experience. Given the level of effort involved to create the content and scrub data, this would likely be restricted only for the tippy top of your target list such as accounts actively in your sales funnel or key customers. Let’s take a look at the elements you can include:

  • Call the account by name
  • Include their account team with photos, bios, and contact information
  • Curate content specific to their needs, whether it’s presales bottom-of-the funnel content or post-sales “how to” or cross-sell content
  • Offer high-value calls-to-action such as exclusive promotions, chat with sales or support, or invitations to events

3) Promotions

While website personalization can help you increase site engagement with contextualized content, it can do much more when it comes to driving conversions with targeted promotions.
By recognizing visitors from specific accounts, you can tailor offers through tools such as:

  • Targeted advertising reinforcement: Are you running different targeted advertising campaigns? Mirror the creative and offer on your site to reinforce that message across the web.
  • Special offers to key accounts: Do you have a set of key accounts you’re looking to convert? Delight them with an exclusive offer: a discount to an event, an exclusive invite, or a free trial.
  • Facilitate conversions: Make it easier for visitors from your target accounts to get into the funnel. Present different forms, reduce gating, or connect visitors with sales reps via chat by scheduling a meeting on their calendar.

Personalization doesn’t have to be hard. By adopting a “crawl, walk, run” approach, you can identify what’s working and what’s not without a huge investment.

Want to learn more about how Demandbase can help you? Click here to see how our Engagement solution can help you achieve true website personalization mastery.

Senior Director, Digital Marketing & Brand, Demandbase

As the lead for the Digital Marketing strategy at Demandbase, my philosophy is simple: Prospects are people, not wallets. Marketing is about creating meaningful relationships and I develop strategies to bring companies and customers together based on respect, trust, and shared interest. I love a really challenging problem and provide solutions using a combination of intuition and analytics.