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
- 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.
- Case studies
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.)