It used to be that when a prospect wanted to buy your product, they’d start a conversation with a sales rep. But now with the rise of digital buying behaviors, they’re going straight to your website. There’s just one problem with that change: most websites don’t have what it takes to engage and convert your target accounts.
If it sounds hard to make your website as personalized as a sales rep, you’re not alone: a lot of B2B marketers are struggling to implement website personalization across their sites. To learn more about how to make this transition effectively, we caught up the folks from Progress Software, who’ve spent the last few months fine-tuning their personalization strategy. Here’s what they had to say:
Website personalization is most effective when it’s geared to a select group of people. You’ll want to divide your website visitors into groups based on attributes. Some common B2B segments include verticals, company size, sales stage, revenue and geography.
Once you identify a segment, you can align the message with where they are in their journey.
At Progress, they use a multi-pronged strategy, one that leverages several different attributes across multiple pages, such as industries, audience type and stage of the buyers journey customers. In this way, each of these segments receives the messaging and content they need to move through the sales funnel.
The marketing team at Progress starts by identifying high-traffic pages in Google Analytics. For most companies that’s often the homepage, product pages, campaign page and contact/demo pages, as well as key-influencer pages, such as company pages.
Once you’ve identified the pages you want to personalize, you can start to identify content and messaging that is relevant. You don’t need an extensive library of content to be successful. Instead, the idea is to leverage the content you already have. You probably already have a relevant white paper, case study or eBook. To get started, you can tweak the copy that introduces the piece, craft a more compelling call-to-action or add relevant imagery to the landing page.
Next, you’ll want to ensure that you are driving traffic to the pages you personalized. So be sure to sync your personalization efforts with those of your demand generation team. By connecting the personalized with other channels, such as advertising, email, or social, you can drive the right traffic to your site and then continue to increase their engagement by having similar or complementary messaging on your site.
Measurement is what ties all of this together. While you are always focused on driving conversion, you will also want to drive an increase in engagement. This can be measured by time on site, pages per session, bounce rate and exit rate. The more a visitor is engaged, the more likely they are to convert. You can also set goals based on the length of the sales cycle—if your sales cycle is longer, you’ll want to track engagement across that particular time period.
While there’s no one-size-fits-all solution to implementing personalization on your website, these tips can pave the way to a customized, effective strategy. If you’re interested in learning more, check out our eBook on website personalization.
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