7 Reasons You Need to Personalize the B2B Buyer Journey

B2B buyer journey

The line between the B2C journey and B2B buyer journey isn’t so clear-cut anymore.

Even the traditional professional workplace doesn’t look the same these days with 70% of professionals around the world working from home or away from the office at least one day each week.

In an increasingly digital world, buyers seamlessly tab from their personalized Amazon shopping list to your B2B website.

Buyers aren’t pivoting out of consumer mode and back into business mode all day – they expect the same consumer-style experience from your brand that Amazon provides.

The truth is, your buyers know that these personalization algorithms exist and are easy to implement.

If you’re not employing personalization tactics, your buyers will start to ask why – is it because you don’t care about their experience? They’ll assume you don’t, and they’ll look elsewhere.

Here’s why personalization is vital in 2020.

Before Jumping into Personalizing the B2B Buyer Journey, You Need to Clean Up Your Data

First things first, don’t even try to implement a personalization strategy without first cleaning up your data.

If your data isn’t accurate and up to date, you’ll end up wasting a bunch of money on technology and advertising that doesn’t reach the right people with the right content – it won’t deliver results.

According to Forrester buyer journey research, only 1 out of 5 organizations have effective personalization strategies – that’s only 20%! 88% of these organizations know that buyers expect more relevant and personalized content, but they can’t seem to implement an effective strategy.

One major issue is that B2Bs still create generic content. However, most poor personalization efforts can be traced to bad intel.

62% of businesses make marketing decisions based on data that’s up to 40% incorrect.

B2B personalization is a little harder than B2C because business data has a shorter expiration date. People change jobs, get promotions, businesses grow – all of this impacts your account-based marketing and personalization strategies.

Why Is Personalizing the B2B Buyer Journey Essential in 2020?

Personalization isn’t just “nice to have” anymore. It’s vital for staying competitive in every industry, generating leads, and even keeping your current customers engaged.

1. How Much of the Buyer’s Journey Is Digital? Up to 90%

Buyers complete between 57% and 90% of the sales process before they speak to anyone at your company.

Your website is your best sales and marketing asset. When leads and prospects visit your website, they need to find content that speaks to them and their specific needs.

If they don’t find it because your content is too generic (or it’s hidden behind a form), they’ll just look for it somewhere else.

2. Buyers (and Customers) Expect a Consumer-Like Buying Experience

The numbers really speak for themselves here.

  • 83% of B2Bs say the key to winning their business is treating them like a human being.
  • Forrester buyer’s journey research shows that 85% of buyers will dismiss your brand if you don’t at least try to personalize the first interaction.
  • 65% of businesses will consider switching vendors if a company doesn’t personalize communications.

Source: Salesforce

3. Personalizing the B2B Buyer Journey Is Essential for an Effective ABM Strategy

92% of companies call an ABM strategy a “must-have” while 84% say it delivers higher ROI than other marketing strategies. The key is effective personalization.

The most recent research from Harvard Business Review shows that between six and seven people are involved in every buying process. From end-users to C-level decision-makers, you need relevant personalization strategies for every person at each company.

4. Automation and AI Make It Easy to Personalize the B2B Buyer Journey

Personalizing the B2B buyer journey doesn’t have to be tedious and frustrating.

You can easily personalize every visitor’s experience – whether known or anonymous – with data you already have.

AI, machine learning, and plug-and-play automation technology take out the hard work.

5. Personalizing the B2B Buyer Journey Can Help You Learn About Your Target Audience

As you create content for all your leads, you can’t help but learn more about your target audience.

Through monitoring their behavior, which blogs they enjoy, where they’re at in the buying process, and other pieces of intel, you can connect with your current – and future – leads on a deeper level.

By the time they finally touch base with someone on your sales team, you’ll have a better understanding of their mindset. You can also use this deeper knowledge to explore new protentional market segments.

6. Your Competitors Are Already Developing Personalization Strategies

Most B2Bs already use some kind of personalization strategies like using a subscriber’s real name in the subject line.

However, only 20% are offering effective deep-level personalization strategies based on browsing behavior and other pieces of data.

When asked about personalization, almost all B2B marketers will say it’s extremely important and will even grow in importance in the coming years.

Your competitors are already developing and trying to implement their plans.

7. A Personalized B2B Buyer Journey for Every Lead Boosts Your ROI

From email marketing automated drip campaigns, companies that personalize the B2B buyer journey drive more revenue and a higher ROI from their marketing strategies than those that don’t.

Simply put, personalized content is naturally more relevant. It provides better answers to questions, has a deeper understanding of problems, and is just overall more interesting.

That’s why 79% of companies that exceed their revenue goals have a well-documented personalization strategy.

Create the Website Your Leads Want

Your leads expect a uniquely personalized experience. Hushly can help you stay ahead of the competition with highly relevant and personalized content! With our adaptive content hubs, self-nurturing landing pages, and content bingeing features, you can boost lead conversions by 51%.

With Hushly’s human lead verification system, you can make sure you’re always working with the most accurate and current information to create your personalized content. Plus, we’ll never make you pay to use our platform – you’ll ONLY pay a flat rate for the genuine leads you generate.

See how an adaptive content hub works in action now!

6 Ways to Use B2B Intent Data to Boost More Revenue

B2B intent data

B2B intent data isn’t necessarily new, but it has become more accessible over the past few years.

As more and more B2Bs catch onto the idea that personalization is vital for generating leads, converting leads into customers, and retaining clients, the importance of intent data grows.

In fact, up to 85% of buyers say they’ll dismiss a company that doesn’t personalize the very first interaction. The first interaction!

Intent data helps you make sure you’re spending your marketing budget and efforts in the right places at every stage. Here are a few ways you can use it to boost your bottom line.

What Is the Definition of Intent Data?

When someone reads a blog on your website, you can reasonably assume they’re interested in a certain topic.

You can use that information alone for retargeting purposes – but it won’t deliver the conversion rates you want because you’re casting the net way too wide. With PPC or sponsored social posts, you’ll waste a ton of money – fast.

Just because someone expressed an interest in learning about personalization through a blog on your website, for example, it doesn’t mean they’re ready to buy your product – or would even consider it.  

B2B intent data, by definition, tells you why someone is visiting your blog post – it tells you their intentions.

Intent data adds context and insight into your data. Intent data can come from either first-party (like your own website) or third-party sources. It can come from known visitors (like leads you’ve collected) or anonymous visitors.

How to Use B2B Intent Data to Drive More Revenue

You can use intent data to optimize every piece of your marketing strategy.

Of course, you’ll want to make sure you’re working with accurate data first. However, after you get that worked out, you can use intent data to create effective content, generate more leads through retargeting, and so much more!

1. Optimize Your Content Marketing Strategy with B2B Intent data

Surprisingly, many B2Bs haven’t latched onto intent data for building their content marketing strategies.

Most B2Bs use their content marketing for things like generating leads (70%), educating audiences (79%), and creating brand awareness (86%).

Intent data can remove plenty of the guesswork that goes into creating content. Since you’ll have a better idea of where your leads are at in the sales funnel, what types of content they like, which competitors they’ve researched, and other factors, you can take these pieces of information into consideration when you design your content strategy.

Understanding your leads and visitors on a contextual level is especially important for creating thought leadership pieces. 63% of senior-level execs say content is too generic while another 58% say it lacks originality. In other words, B2B content creators have plenty of gaps to fill and intent data can help.

2. Use B2B Intent Data to Prevent Customers from Jumping Ship

Intent data offers deep-level analysis not only on leads but on your current customers as well.

We all know that it costs more money to generate new leads over keeping current customers, right? What if you knew when your customers were checking out competitors and thinking of churning? Intent data can tell you.

Not only can intent data tell you when a customer visits a competitor’s website, but it can also help you boost the lifetime value of each customer. If one of your current customers is researching for a specific solution you offer but hasn’t completed a purchase, you’ll know exactly where to dedicate additional marketing resources.

3. Combine B2B Intent Data with Other Pieces of Information

Intent data on its own isn’t exactly super helpful. It doesn’t really matter which competitors a prospect has researched if you know nothing else about them, right?

The magic really starts to happen when you combine other pieces of information with intent data – specifically firmographics.

When you know which company a lead works for, their job role, their buying power, which competitors they’ve researched and for how long, THAT’S when you can start building an effective strategy.

4. Use B2B Intent Data for Effective Lead Scoring

Just because a lead fits into your target audience, that doesn’t mean they’ll buy something from you.

Intent data can help you fill lead scoring gaps.

Since you’ll be pulling data from multiple sources, you’ll be able to figure out if a lead truly has a need for your product and when they may possibly be in the market for it.

5. Develop an Effective Account-Based Marketing Strategy

Companies with an account-based marketing strategy generate 208% more revenue from their content marketing efforts.

By nature, account-based marketing is more relevant and personal – most B2Bs have already figured that part out.

However, intent data can kick it up another notch by removing many of the blind spots, so you’ll always know which accounts to target.

6. Use B2B Intent Data to Plan Events

Did you know that 91% of B2B professionals say that webinars are their favorite type of content?

Events – both online and off – are great tools for connecting with leads, exploring your audience, and building brand awareness.

For in-person events, you can use intent data to nail down the best locations and build a marketing strategy that targets the right accounts.

You can also use B2B intent data to create discussions and topics for your events since you’ll know what your audience is researching online and what they’ve already consumed.

Use Data to Boost Your Content Engagement by 305% Now

Hushly can help you harness the power of data to increase your lead conversions by 51% and content engagement by 305%! You’ll only pay for verified leads you generate through our system – we’ll never charge you fees for using our platform.

With Hushly, you can create a personalized experience for every website visitor with adaptive content hubs and self-nurturing landing pages. Plus, it takes almost no time to implement and is fully GDPR compliant.

See an adaptive content hub in action now to get started!

Everything You Need to Know About Firmographic Data

firmographic data

When consumer brands start their personalization journey, they immediately break their customers and leads up into different segments based on unique demographics.

Segmenting your audience makes it much easier to create relevant content which is used to convert prospects into leads and leads into customers. Like the old marketing saying goes, “if you target everyone, you target no one.”

In the business world, B2B demographics are called firmographic data.

Personalization is more important in the B2B world than many people believe. With 85% of buyers admitting that they’ll completely write off companies who don’t personalize the very first interaction, we may even say it’s mandatory.

Firmographic information alone isn’t enough to create highly relevant content for your buyers but it’s the first place to start your segmentation process.

What Is Firmographic Data?

Firmographic information spans company-wide information and information on the specific user-level. B2B segmentation with firmographics helps you paint a picture of who your customers are so you can target similar audiences in the future with relevant content.

Firmographic Data by Industry

First, you’ll want to paint a broad picture of which industries your customers fit into.

  • NGOs
  • Government agencies
  • B2Cs
  • Other B2Bs

You’ll also want to segment by industry based on verticals like SaaS, manufacturing, e-commerce, healthcare, and more.

Firmographic Data by Size

Do you target small and mid-size operations or fortune 500s? Size is very important because a mom-and-pop shop has different needs than Amazon.

Firmographic size usually involves two components:

  • The amount of revenue a company makes.
  • The number of employees in the company.

If you find that almost all of your customers are small businesses, you could further segment those groups based on specific numbers – like companies with 5-10 employees or 10-20.

Firmographic Data by Location

In a global economy, location may not seem important anymore – but it is.

Where are your customers headquartered? Where do they do business themselves? Do they have more than one location?

Not only is this important for understanding your customers’ needs, but it also helps you send timely emails and further personalizing your communication methods.

Firmographic Data by Performance

Understanding your customers’ performance is valuable for thinking of yourself as a partner rather than a vendor. When you create content based on this information, you show that you care about their business’s overall wellbeing and growth.

To break your customer segments down based on performance, look at figures like

  • Market share
  • Quarterly or annual sales figures
  • Growth and losses (both in employees and revenue)

User-specific Firmographic Information

Finally, it’s also valuable to look at your leads and customers on a specific level to make your content as effective as possible.

  • Job role
  • Title
  • Department
  • Buying power

Why Should You Care About Firmographics?

Personalization is critical in B2B as we enter 2020.

According to the Salesforce State of Marketing report in 2017, 65% of businesses said they’ll consider switching vendors if a brand doesn’t make any effort to personalize communication materials.

Today, that figure is likely much higher.

The latest Salesforce report states that 84% of consumers – and 83% of business buyers – say that being treated like a human being rather than a number is the key to winning their business. Buyers expect a consumer-like experience from brands so highly personalized content is crucial for making that happen.

Firmographic data can’t do all of the work but it is the best place to start with segmentation. Understanding your current customers and leads on a firmographic level helps you answer their questions, solve their problems, and understand what they need from your company.

What Is Firmographics Used For?

Firmographic information is used for creating personalized content strategies.

Look at all the different firmographic categories mentioned above. A buyer working for a Fortune 500 company requires different things than a startup trying to stay afloat. Why would they read the same blog posts and watch the same videos?

Even within a company, firmographic data is important for creating personalized content. CEOs have different questions for your company than the rank-and-file end users of your product – yet the work for the same company on the buying team!

In practice, you can use firmographics to create

  • Targeted social media advertisements
  • Relevant email campaigns and newsletters
  • Authoritative blog posts
  • Tutorial and explainer videos about your company
  • A/B testing

Every time you create a specific piece of content, keep a specific firmographic segment in mind.

For B2B Segmentation, Firmographics Aren’t Enough

While firmographic data is the most important place to start segmenting your audience, B2B segmentation with firmographics alone isn’t enough.

Understanding a lead’s role and buying power at a company doesn’t tell you

  • Their specific daily problems and needs
  • Why they’re visiting your website
  • Their stage of the buying cycle
  • Which competitors they’ve already researched
  • How much they know about your company
  • Which type of content they prefer (blogs, eBooks, podcasts, video, etc.)

Instead, it’s best to use firmographics as a base and build onto it with other information like

  • Behavioral data off your website
  • Behavioral data on your website
  • Intent data

Once you have all of that, you can use firmographic data as a base to build a personalized content strategy for different segments of your audience – and current customers – to increase demand generation, lead generation, and customer loyalty.

Skyrocket Lead Conversions with Personalized Landing Pages

Hushly can help you take charge of your personalization strategy with data you already have!

Using behavioral data, you can create hyper-personalized adaptive content hubs with content bingeing features, self-nurturing landing pages, and much more. Since your sales team only has control over 10% to 43% of the buying process, it’s important to squeeze every drop of engagement out of your website. That’s where Hushly comes in.

It’s so easy that you can have the entire platform up and running in as little as 30 minutes. Plus, we’ll never charge you for storage or maintenance fees – you’ll only pay for the genuine leads you collect through our system.

Check out Hushly’s awesome content bingeing features to get started!

How to Easily Create a Data-Driven B2B Segmentation Strategy

B2B segmentation strategy

Segmentation in marketing is not a new concept – technology has just changed the game at a rapid rate.

While consumer brands have always had plenty of data to work with, most businesses must rely on a couple of hundred customers at best.

Tech advancement has made the job easier but it’s still a struggle. You wouldn’t be reading this if it wasn’t.

Nielsen reported back in 2009 that B2Bs had “discovered” segmentation. Ten years on, 80% of businesses still fail to implement successful personalization strategies.

Let’s break down the basics on how to segment B2B customers and getting your B2B “demographics” in order.

Your B2B Segmentation Strategy Should Start with Clean Data

Not only do consumer brands have larger datasets, but their data also tends to have a longer shelf-life. A retail brand can reasonably assume that a parent is still going to need children’s clothes for the foreseeable future.

B2Bs don’t have that luxury.

A quarter of all B2B databases contain critical errors and 62% of all businesses are working with data that’s up to 40% wrong.

Data in B2B quickly go stale: People change jobs, companies change names and grow, and phone numbers change.

It’s critical to start with a clean database. The results of your B2B segmentation strategy will drive the personalized content you create so it’s crucial that you’re working with accurate intel.

At Hushly, we recommend getting rid of lead magnet forms and using human lead verification. Lead verification systems will ensure that you’re only collecting high-quality data from real people.

Personalization isn’t only for converting new leads. You need it to maintain the customers you already have, too.

65% of businesses say they’ll consider switching vendors if a company doesn’t make any effort to personalize communications (think blog posts, email campaigns, social media adverts). An effective segmentation strategy is vital.

How to Segment B2B Customers

Once your data is cleaned up and ready to go, you can start creating an effective B2B segmentation strategy based on your current customer base and leads.

B2B “Demographic” Segmentation

B2B demographic segmentation looks a little different than B2C. In B2B, demographic segmentation is called “firmographics.”

The firmographics you choose to segment will depend on your target audience, current customers, and business goals. Here are some of the most common B2B demographics.

  • Job title
  • Job role
  • Department
  • Location
  • Industry
  • Buying power

Those are all useful B2B demographics for account-based marketing. You can also segment based on company details.

  • Company size (employees and locations)
  • Company revenue
  • Market share
  • Public/private status
  • Profit trends
  • Years in business

Each one of these groups has unique problems and concerns. See why understanding how to segment B2B customers is so important for building loyalty AND attracting leads?

B2B Segmentation Strategy by Tier or Intent

Remember the days of Myspace and choosing your top-8 friends? We tended to pick our friends who were most similar to us, right?

Tiering your audience is kind of similar. Think of tier segmentation as the lite version of account-based marketing.

You’ll break your audience into groups based on factors like

  • How closely they resemble your ideal customer
  • Lifetime customer revenue potential
  • The lead’s intent behind visiting your website

Using intent data can help you maximize your tier-based segmentation strategy.

B2B Segmentation Strategy by Content Type

Since you’ll be using your segments as a foundation for content planning, it’s wise to break your customers up based on which type of content they like to consume.

  • Video
  • Podcasts
  • Authority blogs
  • Thought leadership
  • eBooks
  • Whitepapers
  • Email newsletters
  • Webinars

Research shows that 49% of B2B buyers watch videos during the buying journey which a whopping 91% value webinars – but buyers at which level in the company? With about seven people involved in every B2B transaction, nailing down your content segments is critical for creating the most relevant content.

Needs-Based Segmentation in B2B

Firmographics and content are important, but they don’t paint an accurate picture on their own. Instead, use behavioral data to implement needs-based segmentation in B2B buyers.

Use information based on where a lead signed up or which blog posts a customer read on your site to get an idea of their general needs.

You can also just come out and ask with surveys, but behavioral data tends to be more accurate.

Will Your B2B Segmentation Strategy Work?

Numbers and statistics mean nothing if your strategy doesn’t actually do what it’s supposed to do. Once you create a few meaningful segments, ask yourself the following questions before you start investing in content, email campaigns, or paid adverts.

Does the Segment Stand Out in a Meaningful Way?

Make sure each segment is totally unique.

Remember that you’ll be assigning future leads to each segment as well so you need to have some concrete personas figured out here either for entire teams or specific roles if you’re planning on using your B2B segmentation strategy for account-based marketing.

How Many Companies/Accounts are in Each Segment?

Of course, this will depend on your company size as well. As a general rule of thumb, however, your segments shouldn’t include just one or two companies/accounts.

It’s not cost-effective or wise to spend your time and money creating content for just two or three accounts (unless you really believe it’s worth the risk in the case of account-based marketing).

Does Each Company/Account Fit into a Single Segment?

Each company or type of account should clearly fit into a single segment. Don’t worry, your segment can have several attributes that we’ve mentioned above (ex: end-users at mid-size companies who need efficient software and consume podcasts).

The reality is that it may take you some trial and error to get the system right. Just try to make wise decisions before investing your time and energy.

Level-Up Your B2B Segmentation Strategy

Hushly makes it easy to create the personalized landing pages your leads expect. With real-time personalization features like adaptive content hubs, content bingeing, and exit intent popups, you can take your segmentation strategy to the next level with high-quality behavioral data and more!

See how Hushly works to get started!

How to Keep Your B2B Database Clean, Accurate, and Effective

B2B database

Every B2B seems to understand that personalization is important, but their efforts across the board seem to fall short.

According to the latest research from Seismic and Forrester, 88% of businesses agree that buyers expect relevant and personalized content now more than ever.

However, only about 20% of businesses can effectively personalize their experiences for each buyer.

Why?

Data.

There’s a good chance critical errors in your B2B database are throwing off your personalization strategy. Here’s how to clean it up and avoid bad data from entering your leads database in the first place.

What’s Wrong with Your B2B Database?

B2B data is just prone to collecting dust and dirt. That’s just the way it is.

In B2C, you can reasonably assume the buying preferences and needs of a father with a young child won’t drastically change in the next few months. In B2B, people get promoted and companies go out of business or merge all the time.

That’s one reason why roughly 25% of all B2B databases contain fundamental errors – not good.

In fact, 62% of businesses rely on data that’s up to 40% incorrect to guide their marketing strategies – even worse!

It makes sense then that 40% of new marketing goals go south due to bad intel.

Why Are Errors in Your Leads Database a Problem?

Your entire personalization strategy needs high-quality data. What’s high-quality data? It needs to be

  • Correct: Real people in your target audience
  • Current: Up-to-date data as close to real-time as possible

When one little piece of data goes bad – like a lead switches her role within the same company – imagine how it could throw off your entire personalization strategy. It doesn’t mean you’ll stop communicating with her, but your content should change to address her current needs, right?

That’s just a microcosm of how bad information screws up your B2B database.

Errors in Your B2B Database Cost Money

Don’t get too frightened but it costs a lot of money to clean up your leads database.

Let’s say someone enters a fake email address, location, and name on your lead magnet form when they want to access a report on your website. It will cost you $10 on average to clean up that error once it enters your B2B database.

If the fake lead just sits there and you do nothing to fix it, it will end up costing you $100.

Now, imagine this over and over again for every piece of bad intel in your database. It adds up quickly.

Errors in Your Sales Database Cost Current Customers

65% of buyers say they’ll consider switching vendors if a company doesn’t make any effort to personalize communications. Personalization is critical if you want to avoid losing the customers you already have to competitors.

Your customers expect personalization. They want to feel like you value the relationship and are trying to improve their experience on a one-on-one basis.

Errors in Your Leads Database Cost You Sales

Personalization isn’t optional anymore and it needs to work correctly. 85% of buyers say they’ll dismiss a company that doesn’t personalize the very first interaction. Not only that but buyers complete between 57% and 90% of the sales process before they ever speak to someone in your company.

In other words, no generic sales pitches and no generic website content. With an accurate B2B database, it’s really not difficult to create highly personalized content that lets them self-nurture as they browse your website (and your competitors’).

How to Keep Your B2B Database Clean and Accurate

Of course, if you’ve already started collecting contact information for your leads database, you can’t exactly start fresh. You can, however, clean up what you already have and put new strategies in place to make sure you’re only working with the best information from here on forward.

Get Rid of Forms

Bots make up 52% of all internet traffic. It’s nearly impossible to protect your forms from spam.

Even if bad data isn’t coming from bots, it’s coming from visitors who aren’t in your verticals or even your industry who just want to access your gated content.

Let your content breathe. 70% of all B2B searches are on mobile and forms are preventing them from self-nurturing when they arrive at your site.

Instead of gated content, give your visitors a hefty sample and let them provide a business email address and country location to download the full piece of content. Not only will leads be further along in the buying process by the time they give you their email, but you’ll also have collected more relevant data about their browsing behavior.

Use Human Lead Verification

Start with high-quality data from the get-go with human lead verification. Ask for a business email and country – that’s it.

From there, you can verify data through LinkedIn to create a comprehensive leads database profile that can update itself as information changes.

Should You Buy B2B Data?

Yes and no.

Buying email lists is never a good idea. For one thing, it’s a legal gray area. For another, those leads don’t want to talk to you. Instead, focus on personalizing communication with the leads who truly want to hear what you have to say.

However, you can buy B2B intent data to drive your personalization campaigns. Intent data tells you why someone is visiting your website and where they’re at in the buying process. It’s much more effective for marketing than other types of data, like cookies.

Create the Website Your Leads Expect with Your B2B Database

Your website is your most valuable marketing asset.

Your sales team only has control over between 10% and 43% of the buying process. For the rest, your leads need the content and tools they need to self-nurture through your website.

Create the website they expect with high-level personalization and content bingeing features.

Hushly can help. You’ll never pay to use the platform – only 100% genuine leads. In about 30 minutes, Hushly can help you take personalization to the next level and help you skyrocket lead conversions by 51%! We guarantee it.

See Hushly software in action now!

7 Steps to Create an Effective B2B Web Personalization Strategy

web personalization strategy

Run a Google search for “web personalization strategy” and you’ll find plenty of long and drawn-out articles explaining every piece of personalization in case-by-case detail.

This is not one of those articles.

Data and personalization don’t have to be complicated or go over your head.

Here’s a simple, matter-of-fact plan in seven steps about how to get started with your B2B personalization strategy.

“But B2B isn’t simple. Personalization isn’t simple!” No, it’s not – but we don’t need to make it more complicated than it needs to be either.

1. Decide on Concrete Goals for Your Web Personalization Strategy

First things first. Look at your current numbers and get some goals in order. Of course, every B2B wants to convert more leads into buyers and boost revenue, but how?

  • Conversion rate optimization: How? More web traffic? Improving PPC landing pages?
  • Lead nurturing: Where are your leads dropping off?
  • Account-based marketing: In which accounts/industries/companies would you like to engage?
  • Abandonment: How can you encourage visitors to stay on your site?
  • Post-purchase: How can you improve relationships and boost loyalty with your current buyers?
  • Web design: How can you make your website more user-friendly?
  • Retargeting: What are the best methods to connect with your leads? Social media? Email?

2. Ditch Forms for Accurate Data and Personalization for Mobile Visitors

70% of all B2B Google searches happen on mobile devices. If a form pops up on your blog or landing page and your visitor is browsing from a smartphone, they’re not going to fill it out.

No one likes forms – not on browser, not on mobile. When you put your content behind a form, you’re pushing away tons of qualified leads.

Getting rid of forms is critical for creating a mobile-friendly website in 2020.

Not only that, but forms are screwing up your data. If your content is gated and visitors need to fill out a form to access it, how many people do you think will give fake information?

Hint: A lot more than you think.

3. Vet All Your Leads and Clean Up Databases

Now it’s time to make sure you’re starting your B2B web personalization strategy with clean and accurate data.

Did you know that 62% of businesses are working with data that’s up to 40% incorrect and 25% of B2B databases contain critical errors?

Database flaws are dangerous and lead to the failure of 40% of all objectives.

 Use human lead verification for all of your current database and any future leads. Luckily, since B2Bs tend to have fewer leads in their system than B2C, it shouldn’t be too hard to clean up what you have.

For every lead you collect, cross-reference the business email address and country location with publicly available information on LinkedIn.

4. Segment Your Audience for Firmographics

As you pull data from LinkedIn to verify your leads, you’ll also be able to grab other vital pieces of information. Break up your audience as you do this based on firmographic information such as

  • Company name
  • Job role
  • Company size
  • Geolocation
  • Department
  • Industry
  • Business phone number and email

5. Segment Your Audience Again for Personalized Content Planning

Firmographics are important but you also need to figure out what type of content your leads like to consume. Content is a critical part of the buying process for B2Bs and you need to make sure you’re investing your time and effort wisely.

Blog posts aren’t enough. 49% of buyers like to consume video during the buying process while 65% listen to podcasts. You need to create personalized content for each segment of your audience.

  • eBooks
  • Webinars
  • Podcasts
  • Case studies
  • Video
  • Tutorials
  • Whitepapers

6. Leverage Behavioral Data for a Hyper-Relevant Personalized Content

Using special software like Hushly, you can track behavior on your website and use the information to create a personalized lead nurturing strategy on your website and off.

Which blog posts did your lead read? What piece of content enticed them to give you their email address and stay in touch? Do they follow anyone in your company on LinkedIn?

These pieces of information can help tremendously when you start creating email and social media retargeting campaigns because your content is more likely to be relevant.

7. Use Referral Data and Personalization for Retargeting Campaigns

Now it’s time to look at a few ways you can put your web personalization strategy into action.

Keep in mind that buyers complete anywhere from 57% to 90% of the sales process before they ever connect with someone from your company. Give your leads the tools to self-nurture and keep them on your website with tactics like those below.

Adaptive Content Hub Web Personalization Strategy

An adaptive content hub organizes and categorizes your best pieces of content based on type (ex: eBooks, case studies, etc.). As your visitors browse, an algorithm will continue showing them similar pieces of content – just like Spotify or Amazon.

Use Exit Intent Popups with Personalized Content

You need an abandonment strategy but bombarding your visitors with exit intent forms isn’t the answer. Instead, use an exit intent popup that gives them more relevant pieces of content based on the blogs or URLs they already consumed on your website.

Start Creating the Web Personalization Strategy Your Leads Expect

The truth is, your leads expect real-time personalized content on your website and landing pages.

Companies like Amazon and Netflix have set the new standard for consumer expectations. Your buyers don’t suddenly forget everything the second they sit down to work.

Personalization is so critical that 85% of buyers say they’ll dismiss a company that doesn’t personalize the very first interaction.

Hushly can help. With mobile-friendly adaptive content hubs, lead verification, and engaging exit intent software, Hushly can help you boost lead conversions by 51%. We guarantee it!

See how Hushly works and put your web personalization strategy into action now! You ONLY pay for real leads – not for using the software – and we can get it running on your site in just 30 minutes. (No need to get a developer involved.)

What Every B2B Sales Digital Transformation Needs to Succeed

B2B sales digital transformation

Whether you’re prepared or not, B2B sales digital transformation is sweeping the industry.

Leading B2B companies have already figured out how to capitalize on data in digital transformation for creating personalized experiences.

Without getting too technical (there are enough articles for that), let’s look at the basics of B2B data-driven marketing.

Why Care About High-Level Personalization?

In short, you should care about high-level personalization because your buyers do – whether they consciously realize it or not.

A Seismic study found that 85% of buyers are more likely to write-off a potential company or seller if they don’t receive personalized content during the first interaction.

Furthermore, 75% of buyers expect businesses to anticipate their needs and offer relevant suggestions.

Like Justin Shriber writes for Harvard Business Review:

“These ‘have it your way’ consumer experiences have changed the way the business world thinks about sales. B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep.”

While most B2Bs employ some entry-level personalization tactics, most still struggle with high-level personalized features like real-time behavioral tracking and retargeting.

The Importance of Data in Digital Transformation

Your B2B sales digital transformation personalization needs data. It’s a promising strategy to segment your audience into multiple categories.

First, you want to organize your audience based on firmographics.

  • Industry
  • Company size and profits
  • Stage of the buying process
  • Job role
  • Buying power and role in the process

Next, segment your audience based on the type of content they prefer so you can use this information to direct your content marketing efforts.

  • Blog posts
  • Whitepapers
  • Case studies
  • eBooks
  • Video
  • Podcasts
  • Tutorials

See why collecting high-quality data matters?

Why Clean Data Matters

Your personalization strategy is only as good as the data you feed it. Sadly, most businesses aren’t working with the best information on their leads.

  • 62% of businesses work with data that’s up to 40% incorrect.
  • 40% of goals fail due to inaccurate data.
  • A quarter of all databases contain critical mistakes.
  • B2B data can decay up to 70% every year while 2.1% of contact info goes bad each month in general.

74% of B2B organizations struggle to scale personalization efforts as part of their B2B sales digital transformation. Poor data is a major reason. Data collection and cleaning is an ongoing process to make sure you’re sending the most effective content retargeting campaigns.

How to Keep Your Data Accurate for Effective B2B Data-Driven Marketing

In your B2B sales digital transformation, accurate data is critical for strategizing, retargeting, and reaching your goals. The best way to keep your data correct is to start with a clean database. Here are two ways to accomplish that.

Comprehensive Lead Verification for B2B Sales Digital Transformation

Is your databased filled with personal emails or even fake contact information? How can you even be sure?

When a lead gives you their email address, don’t ask them for a ton of information. Require them to provide a business email and a country location.

From there, you can use human lead verification to cross-reference their credentials with what’s publicly available on LinkedIn. Not only does this help you weed out fake leads (like Bezos@Amazon.com), but it also helps you develop comprehensive lead profiles based on information like:

  • First and last name
  • Job title
  • Job role
  • Department
  • Location
  • Company name
  • Company firmographics
  • Industry

Since the information comes from LinkedIn, it’s verified and updated in real-time – no more worrying about job role switches.

Source

Removing Forms for Accurate Data in Digital Transformation

Is all your best content blockaded behind a form? It’s holding you back.

80% of new leads will never convert into sales. Does your figure sound much higher?

When you collect email addresses from everyone who visits your website, you’re left with more leads than you can handle – or should. Of course at least 80% of those leads aren’t converting. In fact, they never had any intention of buying and most of them probably aren’t even in your verticals or industry.

Instead, set your content free.

Give your leads a substantial sample of your content and then ask them to provide their email address to download the whole thing. Visitors who aren’t in your field will simply consume your content and move along while genuine leads will want to stay in touch.

Removing forms comes with a few other benefits too:

1. You’ll create a seamless mobile experience for the 70% of B2Bs researching on their smartphone.

2. You can collect high-quality behavioral data on known and anonymous visitors to use for future personalization tactics.

Intent Data: The Missing Link in B2B Data-Driven Marketing

Research suggests that buyers complete anywhere from 57% to 90% of the buying process before they ever reach out to your company.

Your website and retargeting efforts need to do most of the legwork to engage leads during that up to 90% of the process.

Understanding why a visitor is consuming your content is critical to taking your B2B sales digital transformation strategy from so-so to success. That missing link is called intent data. Based on information from your own collection and third-party sources, you can learn exactly why someone is visiting your website and how close they are to closing a sale.

By doing that, you can nail down other personalization strategies and even develop a solid account-based marketing strategy aka. hybrid personalization.

It’s really not as complicated as it sounds. Plus, focusing on intent data can save you money because you’ll only put funds towards retargeting and nurturing the best leads.

Start Your B2B Sales Digital Transformation

Most businesses struggle to scale personalization efforts because they aren’t creating buyer-first personalization strategies.

By removing forms and letting your leads consume content at their own pace, they can self-nurture. By the time they contact you, they’ll be further along in the buying process and ready to discuss real numbers.

Let your content breathe and skyrocket lead conversions by 51%! See Hushly in action now.

23 B2B Social Media Statistics from 2019 Every Marketer Needs to See

B2B social media statistics 2019

A few years ago, most marketers working in B2B would have laughed if you mentioned the importance of building a B2B social media strategy.

Marketers always seemed to think of social media as the B2C domain. Why bother with B2B social media marketing?

For one thing, your buyers are consumers when they leave their office. Their habits, values, and interests don’t completely change once they get to work.

For another, top businesses, your buyers, and B2B influencers hang out on social media – especially LinkedIn – which means you have to hang out there, too.

Check out these top B2B social media statistics for 2019 for a little insight as you build your 2020 strategy.

B2B Social Media Statistics for 2019

These B2B social media stats come from a broad range of sources like LinkedIn, Sprout Social, and Social Media Examiner.

In general, it seems like most B2B marketers want to learn more about video and advertising on some of the world’s most-trafficked websites.

  1. LinkedIn has 645 million users in 200 countries.
  2. 2 new members join LinkedIn every second.
  3. 70% of LinkedIn users live outside the United States.
  4. LinkedIn performs 277% better for generating lead conversions than Facebook and Twitter.
  5. The number one challenge for 47% of social media marketers is developing strategies to support general business goals.
  6. 70% of B2B marketers plan to boost their organic LinkedIn marketing efforts.
  7. 62% of LinkedIn members engage with content on the platform because they say it’s educational or informative.
  8. 91% of executives say LinkedIn is the leading social network for professionally relevant content.
  9. 39% of marketers struggle to prove the value of social media in their companies.
  10. 40% of marketers say private community groups on platforms like LinkedIn and Facebook will increase in value.
  11. 21% of B2B marketers use video on LinkedIn and 45% plan to boost their LinkedIn video marketing.
  12. 24% of B2B marketers use LinkedIn advertising on a regular basis and 35% plan to increase their LinkedIn advertising.
  13. 63% of social marketers say listening to audiences through social media to gain insight will increase in importance.
  14. 56% of professionals access the platform using multiple devices.
  15. 80% of marketers say increasing engagement across multiple social media channels is their top goal.
  16. 70% of social media marketers say increasing brand awareness is goal #1.
  17. 72% of marketers gauge social media success through likes and comments – but not shares.
  18. 53% of corporate-level marketers say proving the value of social media marketing to people outside their department is difficult.
  19. 45% of B2B marketers use Facebook video.
  20. 65% of B2B marketers regularly advertise on Facebook and 68% want to learn more about advertising through the platform.
  21. Facebook is the world’s third most popular website (Google and YouTube come in first and second).
  22. Facebook’s potential social media advertising audience could include 1.88 billion people.
  23. 26.3% of Facebook Pages pay for advertising or sponsored posts, up 1.2% from the end of 2018.

Building Your B2B Social Media Strategy to Generate Leads

B2B social media statistics for 2019 are important – but how will you put them into practice?

First, you need to grab attention. Then you need to keep visitors engaged long enough to convert into leads.

Keep these practices in mind as you build your B2B social media strategy.

Write Content for Every Stage of the Funnel

63% of senior-level execs say that most content they consume is too generic. Remember, however, that six or seven team members are involved in the average B2B sales process.

Your website is your best asset for nurturing leads. Leads tend to complete between 57% and 90% of the sales process before they ever reach out to one of your team members. That’s why your content is vital – you need it to nurture leads where you physically can’t.

It’s important to create content for each team member at every stage of the sales funnel.

Keep Their Attention

Once a visitor arrives at your website, you need to grab their attention before they hit the back button to keep scrolling the newsfeed.

Social media delivers some pretty dreary bounce rates. Don’t end your blogs or landing pages with a single CTA and call it a day. Give your readers plenty of content to consume.

With an adaptive content hub, an algorithm studies every visitor’s behavior. When they finish reading an article, the algorithm will offer them other pieces of related content.

This strategy meets your buyers’ expectations for personalized content, keeps them on your website longer, and allows you to collect data on their behavior before they even give you their contact details.

Create an Effective Abandonment Strategy

People are reading your content but they’re not converting into leads – how can you keep them on your site and buy yourself a little time?

Most B2Bs use exit-intent popups. However, they get one big part wrong: they confront people with lead forms to collect personal information.

When someone is trying to leave your website, the last thing they want to do is fill out a form.

Instead, use an exit-intent popup to give your visitors more valuable content. Based on the information you collected while they browsed your website, offer them related pieces of content.

That exit-intent popup gives you one last chance to woo leads instead of leaving a bad taste in their mouth with a form.

Complement Your B2B Social Media Marketing with User-Centric Landing Pages

A comprehensive B2B social media strategy isn’t worth anything if your landing pages aren’t designed to nurture leads.

Since 96% of visitors that arrive on your website aren’t ready to buy, it’s important to remove anything that interferes with the nurturing process. First things first: forms need to go. Forms aren’t mobile-friendly and no one likes filling them out.

Instead, give your leads the Netflix-style personalized content experience they’ve come to expect with self-nurturing landing pages and content bingeing features.

Hushly’s plug-and-play software can help you skyrocket leads by 51%. See how it works now!

How to Create the Awesome High Converting Landing Page Leads Want

hushly conversion

Most B2Bs know that their website is the most important asset for converting leads.

Despite this, analysis from Forrester Research shows that most B2B websites fail engagement tests.

With much longer buying cycles, converting visitors into buyers isn’t exactly a realistic goal in B2B. A high converting landing page looks a little different.

 Instead of focusing on conversions, focus on converting visitors into leads and initiating the nurturing process all through a single landing page. Here’s how with the B2B landing page best practices for 2020.

B2B Landing Page Best Practices for 2020

Forrester’s analysis is pretty bleak: B2B websites are uninteresting, unengaging, and unrelatable. What do the best B2B landing pages have in common? They’re empathetic, personalized, and filled with interesting content.

Businesses need to focus on creating an Amazon or Netflix-style experience through their B2B website. Your leads have come to expect a hyper-personalized experience – whether they subconsciously realize it or not.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon. They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep. They have little to no patience for ill-timed, generic pitches.”

Consider these best practices for creating a high converting landing page and use these B2B landing page examples to get started.

Lift the Blockade On Your Content

When a lead magnet form pops up as you browse on a desktop, it’s annoying. Chances are, you spend a few seconds weighing the pros and cons of handing over your professional life story in exchange for the material behind it.

When the same form pops up as you browse a website from your phone, it’s a total deal-breaker that sends you running for the back button.

Here’s the problem: your leads conduct 70% of research from their mobile devices. Landing pages absolutely must be optimized for mobile browsing.

That’s why holding your best content hostage behind a blockade (form) is completely killing your lead conversions.

You don’t have to give away everything. Give your visitors a sample and let them provide their email address if they want to download the whole piece.

By the time leads feel comfortable enough to hand over their details, you’ll already have some data collected about their browsing behavior, too – perfect for optimizing your personalization and retargeting strategies.

Give Your Leads the Resources to Nurture (at Every Stage)

The best B2B landing pages include multi-segmented content.

Between six and seven people are involved in the average B2B buying process. A high converting landing page needs comprehensive content for all of them.

Consider this: buyers complete anywhere from 57% to 90% of the sales process before reaching out to your sales team. That means you only have control over 10% to 43% of the sales cycle.

Your landing pages and website absolutely must answer any potential questions. The words “we don’t need to include that; they can just call or email us” should not be part of your vocabulary.

Self-nurturing landing pages are the solution because an algorithm removes any of the guesswork.

Instead of assuming your visitor’s intent and including static links to relevant content, an algorithm analyzes their behavior on your site and provides personalized content.

Here’s what it looks like in action:

Source

Ditch Dead Ends for a High Converting Landing Page

When a visitor reaches the bottom of your landing page, what happens? Do you hit them with a CTA and hope for the best?

96% of people who visit your website aren’t ready to buy and 80% of leads will never convert, on average. Everyone knows the B2B buying cycle is complex and long, but almost no one is taking proactive measures to encourage nurturing through their website.

A high converting landing page doesn’t send readers on their way after a single piece of content. Look at how Netflix, Amazon, and Facebook function by providing an endless stream of content.

Even if you don’t plan to spend money on Amazon, you still might spend 20 minutes scrolling through their lightning deals “just to see.”

Adding hyper-personalized content bingeing to your website is essential for nurturing leads before they even provide their contact information.

Here’s what it looks like:

Source

Create an Effective Abandonment Strategy

There’s a huge abandonment strategy trend in B2B right now that involves throwing a form at every visitor as they prepare to leave the website.

If someone was trying to click away from your website because they want to read something else, why would they want to fill out a form and hand over their personal details?

While it’s important to employ an abandonment strategy – and exit-intent popups have plenty of effective potentials – asking visitors to fill out a form isn’t the answer. In fact, it’s driving your leads away.

Instead of presenting visitors with an intrusive form as they try to leave, give them more of what they came to your website for in the first place: high-quality content. An algorithm monitors which blogs, eBooks, and case studies your visitor consumed while browsing your site and picks related pieces of content to help keep them on.

You can still collect lead information but in a less aggressive fashion.

Here’s what an exit-intent popup could look like if you designed a high converting landing page based on what your leads want:

Design Your High Converting Landing Page Now!

Forms are intrusive and they throw a wrench in the entire lead nurturing process.

Why start your relationship with a lead with a bad first impression?

Hushly’s unique exit-intent strategy (and other key features) help you go formless so you can personalize each lead’s experience and give them more of the content they crave.

Don’t worry, you can still collect verified business email addresses – after your leads have spent time consuming your content and decided you’re worth staying in touch with.

Ditching forms can help you skyrocket lead conversions by 51%. We guarantee it. See Hushly in action now.

6 Key Features Every B2B Website Design Needs in 2020

B2B website design

Is your website designed to please buyers or impress competitors?

The truth is, buyers complete anywhere from 57% to 90% of the process before they ever speak to someone on your team.

What are they consuming during this research phase? Your website.

B2B website design matters because your website is your best marketing asset. It’s crucial to give prospects and leads the tools they need before they ever even consider picking up a phone or drafting an email.

What’s Wrong with Your B2B Web Design and Why Should You Care?

When Forrester Research analyzed 60 B2B websites across 12 industries for engagement, they found that every single one scored poorly. It doesn’t sound good, does it?

In general, here’s what most B2B websites get wrong.

It’s Too Generic

63% of senior-level execs say that most of the content they consume is too generic while another 58% says it lacks original nuance. For the kicker, more than half – 53% – say that content doesn’t address their problems.

You Don’t Have Content for the Entire Journey

Look, it’s understandable. Comprehensive high-quality content for every stage of the sales process takes plenty of resources and you’re working with a limited budget.

Remember that your buyer is completing up to 90% of the process before they talk to anyone on your team. Furthermore, six or seven people are involved in the average buying process.

You’re Blockading Your Best Content Behind Forms

On desktops, forms are annoying. On mobile, they’re a deal-breaker.

You spend so much time and money developing authoritative content. Why are you hiding it behind a form?

Your B2B leads spend up to three hours researching on their smartphone each day and type 70% of their Google searches from mobile devices. B2B web design with forms does nothing but hold you back.

Poor (or Non-Existent) Personalization

65% of businesses say they’ll consider switching vendors of a company doesn’t make any effort to personalize communication. Personalization isn’t “nice to have” in 2020 – it’s essential.

Like Justin Shriber writes for Harvard Business Review:

“B2B buyers have slowly been conditioned to expect the same personalized treatment that they get while shopping on Amazon.”

Dead End Landing Pages

80% of your leads will never convert into buyers and 96% of people who visit your website aren’t ready to buy. Dead end landing pages do nothing to help nurture visitors into leads and leads into buyers.

How to Build a B2B Website Strategy for 2020

Going back to the Forrester Research results, analysts said that B2B website design content needs a human or empathetic touch to make it more interesting and engaging.

Their research falls in line with what the statistics keep saying: B2Bs expect high-level personalization and high-quality content. The following B2B website design elements below are essential for connecting with buyers in 2020.

1. Seamless Mobile Design

What did all the best B2B website designs in 2019 have? A seamless mobile experience. With 70% of all B2B searches happening on a smartphone, you can’t afford a clunky or slow mobile experience.

If SEO is important to you, you should know that Google is ranking sites based on their mobile experience over desktop. The best way to boost your B2B website design experience for mobile is by getting rid of forms. Let your leads consume content at their leisure and give you a contact email when they’re ready.

2. Multiple Types of Content for Different Audience Segments

Look at your website’s content and ask yourself “does it answer every possible question for all B2B team members at each stage of the buying process?” If someone has to pick up a phone to answer a simple question, your content has failed.

Segment your audience on two levels:

  • Firmographics like job role, buying power, company location, etc.
  • Content type like blog, whitepaper, video, eBook, podcast, etc.

Remember to create content for end-users of your product, too.

3. Several Points of Contact

Make it easy for leads to ask a simple question without entering into any kind of commitment. A live chat, LinkedIn or Facebook messenger, or comprehensive FAQ can all go a long way with using your B2B website design to nurture leads. Make yourself available on multiple channels: message apps, email, your website, etc.

4. Well-Categorized Content with Bingeing Features

An adaptive content hub groups all your best content together and organizes it based on type.

  • Case studies
  • White papers
  • eBooks
  • Authority blogs
  • Podcasts
  • Video tutorials

Once a lead finishes one piece of content, an algorithm presents them with related content based on the topics they’ve already read. It removes any burden to find relevant content from your website visitor and encourages them to stay on your website.

5. Self-Nurturing Landing Pages

96% of leads who arrive at your landing pages – whether PPC or organic traffic – aren’t ready to buy. Instead of collecting an email and waiting to launch the nurturing process, why not let your B2B website design do the arduous work?

Self-nurturing landing pages present your visitor with relevant pieces of content in a stream. You don’t have to give the whole thing away – just a sample. When they’re ready, they’ll supply a business email address to get a download link.

6. An Engaging Exit Intent Strategy

If someone is trying to leave your website, why would they want to fill out a lead form?

Instead of popups with invasive forms that wreak of desperation, give your visitor a popup with more amazing content. After all, that’s why they came to your website in the first place.

Create the B2B Website Design Your Leads Expect

Hushly can help you skyrocket your lead conversions by 51% with a new B2B website strategy. By removing forms and allowing your leads to self-nurture, you’ll only collect information from qualified leads, and they’ll be further along in the buying process by the time they reach out!

With Hushly, you only pay for genuine leads – not spam email addresses or service fees for using the platform.

You’ve got nothing to lose except your clunky forms. See the Hushly software in action and level up your personalization!