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What is B2B website personalization? - Beginner's guide [+examples]

April 30, 2022 | Teemu Raitaluoto
Website personalization

Website personalization is a form of personalized marketing that means showing a version of the website to a visitor that takes into account some information about the visitor. Information such as the visitor's company size and industry can be used to show a version of the website that highlights elements that are more relevant to the visitor.

For example, startup companies appreciate software services that offer an easy way to test the product without talking to sales first or requesting pricing. Enterprise companies on the other hand usually want to talk to sales before committing further and wasting time trying out a product that might lack necessary features or integrations.

The purpose of website personalization is to make the website content more relevant to the visitor based on their background. Visitors want to understand if a website offers what they need and want as fast as possible.

Benefits of personalization

Most website personalization in B2B marketing aims for conversion rate optimization. Website personalization can generate 50-300% more leads than generic content on the website while boosting engagement rates. Most marketers look to generate more leads from a website using personalization, but there are also other benefits it can provide.

In addition to lead generation, personalization can help marketers nurture leads more effectively. Leads in the pipeline can be shown different types of content based on what pipeline stage they are in if they visit your website during the process. And most leads do multiple times in order to learn more about your service.

Personalization can also have a positive impact on branding. 65% of B2B customers already say they are willing to consider changing brands if a vendor doesn't personalize their communication to the customer. Personalization is becoming a necessity for most businesses or they risk losing customers.

65% of B2B customers already say they are willing to consider changing brands if a vendor doesn't personalize their communication to the customer.

An increased engagement rate from personalization also contributes positively to SEO. Google measures if a visitor bounces from a website and how much time they spend on it when assigning page rank.

How to use personalization in B2B marketing?

1. Identify your visitor

To personalize a website for a company visitor, you must first identify your visitor to provide some context. In B2B personalization, reverse IP lookup can reveal the company of the visitor. Other information such as what is the country of the visitor and what pages have they already visited are also relevant information.

2. Segment the visitor 🍰

Unless you're doing Account-Based Marketing (ABM), you need to categorize the visitor into a suitable segment. Many B2B companies serve multiple customer segments that are come from different industries and company sizes. You can also segment customers based on whether they use a certain technology such as Hubspot or not. You might want to highlight your Hubspot integration to companies that are using Hubspot.

A good customer segment is any combination of criteria that leads to a different value proposition being interesting to that segment. For example, government and SaaS companies care about very different things about your product.

If you do want to create a 1 to 1 personalization for each identified company visitor, make sure you research them well to understand what they specifically would need from your service and why.

3. Create personalized content

To create personalized content for each customer segment, you need to go through your website elements one by one and ask: "How to make this the most relevant to customers from segment X?" To create the best personalized web experiences, you need to change elements that the customer is likely to engage with such as top-of-the-fold text, images, call-to-actions, and use cases.

Call-to-actions are a good and simple target for personalization. For startups, you can change button texts that encourage ease-of-service such as "Get started". For enterprises, button texts such as "Request demo" or "Talk to sales" might work better.

Personalizing call-to-actions is a great way to make different kinds of buyers take action. Startups want to get started with a freemium and enterprises want to talk directly with sales.

At Markettailor, we made creating personalized content as easy as humanly possible so that marketers can work without developers.

4. Serve the personalized content in real-time

This bit can get a little technical, but hold on to your seat. In order to personalize the website successfully in real-time, you need to:

1. Identify the user

2. Segment them based on firmographic and other relevant data

3. And serve them the personalized content in real-time faster than the visitor can blink their eyes 👀

Without real-time personalization, users see what is called a Flash Of Unstyled Content (FOUC) ─ a flicker in the content when it changes from one to another. Most B2B users don't mind FOUC as much as B2C customers, but personalization vendors still need to create systems that serve the content as fast as possible.

5. Measure results and iterate

Successful personalizations are born out of measuring results and iterating much like generic A/B testing. You have a hypothesis of what might work for a particular customer segment, you do some background research, you create the personalizations, and marvel at the results.

Personalization can boost conversions across the board by up to 50-300%. It's a tough decision whether to create a new segment or continue iterating with the current segment.

5 examples of website personalization

1. Targeting different decision-makers

Most B2B businesses serve customers from different industries but they also serve multiple decision-makers. Personalizing content to these different decision-makers would convert much better if the personalized content was shown immediately in the top-of-the-fold instead of hiding in the menu.

CMOs are much more likely to care about a product's ROI and how it contributes to strategy, while a content manager might be concerned with features and ease of use.

Factors (1)

2. Boosting referral campaign results

Personalization can also be used to highlight different things for new and old customers. You wouldn't show a referral campaign to a new customer, would you? Nor would you show them the same lead generation form that new customers see.

Similarly, personalizing for existing customers is a good way to do cross-selling and upselling of the rest of your offering.

Referral marketing campaign

3. Guiding different-sized companies to the right sales funnel

If your business is serving multiple company sizes, personalizing for different size categories is your best bet. Show small businesses to the self-serve funnel and greet enterprise customers with an industry-specialized account executive. Mid-sized companies can be directed to SDRs by changing the call-to-action that leads to a booking calendar.

Read more on how to guide customers to the right sales funnel.

Aiven visual editor gif2

4. Industry and company size-based personalization for maximum relevancy

The end result of a personalized page based on industry and company size would look something like this.  

Aiven example-png

In this image, generic text, customer logos, images, and call-to-action are dynamically changed to be relevant for an enterprise company from the retail industry. Changing the top-of-the-fold content instantly creates a more relevant experience and the right visitor is less likely to bounce.

5. Driving social proof by personalizing logos based on country

Stripe personalizes its customer logos based on the visitor's location to make them feel at home. Personalizing customer logos are important for social proof, where the visitor can more quickly recognize familiar companies.

What logos visitors of Stripe in the US seeimage-png-1

 

What logos visitors of Stripe in central Europe see

image-png-2

 

What logos visitors of Stripe in Nordic Europe see

image-png

It's also important to not always show the giant customer logo everyone recognizes. A small business might ask "do they serve my kind as well?" if they see Google and Amazon as your customers.

How to change website content based on the visitor's country

Using the visitor's IP address, you can get their current country location using the reverse IP lookup. Once you get the location response from the server, you can go ahead and start creating personalized page content based on that country.

If you don't want to set up your own server to get the visitor country or host different personalized page variations, you can get started on country-based personalizations using Markettailor for free.

B2B website personalization tools

There is a wide range of tools for B2B website personalization available. You can take a look at some of the top tools here. What's important in selecting your preferred is not only the quality of the data it provides but the ease of use as well. At Markettailor, we integrate with most of the major IP data providers and crawl company data from the open web to bring you the most relevant data for personalization.

When selecting your tool, it's also important to make sure you get enough support from the customer success team to solve your personalization problems quickly.

Final thoughts

Dynamic website personalization for B2B companies is now more possible than ever. It doesn't require involvement from engineers to make the changes in code anymore but marketers can change any content freely on a website using a modern visual editor.

To create effective personalizations, it's also important to understand the different customer segments you want to create personalized content. We made finding new segments and writing personalized content as easy as possible for our customers.


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