Partner Content
B2B marketers spend hours every day curating content and messaging to address customers’ needs and position their companies as thought leaders. They know their content is valuable, but they’re not seeing ideal engagement or conversion performance. They’re challenged with getting the right piece of content in front of the right customer at the right time.
ABM provides the account-level data needed to understand where buyers are in their journeys—so how can marketers translate that to websites and landing pages to create a seamless customer experience? Effectively aligning content with every site visitor is key to driving engagement, and, ultimately, the conversions that marketers are expected to deliver to sales teams.
In fact, when web personalization is part of an ABM strategy, it has proven to drive some pretty incredible results:
Let’s look at the ways your ABM efforts can benefit from website personalization!
When you pair your paid advertising tactics with a personalized on-site experience targeting the same audience, those visitors have a 4.5x higher likelihood to convert.
Using targeted, conversion-led messaging, you can improve your overall conversion rates and also drive visitors to connect with the conversion points most relevant to their buyer’s journey. Web personalization helps you do this through:
With the overwhelming amount of content available today, you’re constantly competing for prospects’ attention. Even if you’re able to get them to your website, they’re likely to bounce if they don’t find what they’re looking for right away.
So, how can you get them to stick around longer? Leverage web personalization tactics along with visitor data to curate a tailored experience that is relevant and has a strong call-to-action. For example:
Have a new eBook or product feature you want to be top of mind for customers and prospects? Website personalization is a simple and effective way to drive your audiences to a desired piece of content!
Don’t let your customers and prospects miss out on an upcoming webinar, conference, or field event. Deploying sitewide messaging via web personalization can help you keep events front-and-centre and provide an easy way for visitors to click through to learn more and get registered.
If you can identify visitors’ industry, geolocation, on-site behaviour, target account lists, or opportunity stage, you have the building blocks for an amazing on-site experience. Intelligently target buyers when they arrive with relevant messaging based on these data points.