Playbooks

Our Playbooks describe the best practices personalizing website content. They describe how to use different data sources to personalize content. These Playbooks update over time so check them regularly.

How to personalize content by role/persona

When to use this Playbook

In B2B sales cycle, the decision to purchase a product has typically been in the hands of multiple people. Even though decisions are made lower in the organization than ever before, it's still relevant to understand that there are multiple people (with personas / job titles) influencing a sale. Some relevant roles to the sale include: economic buyer, end-user, technical buyer, and decision-maker. These roles can be one and the same person.

READ MORE

How to personalize content by pipeline stage

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor based on elements that relate to geolocation.

READ MORE

How to personalize content for enterprises

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor based on elements that relate to geolocation.

READ MORE

How to personalize content for startups

Startups represent a large audience and while they may not have the purchasing power of the Fortune 500, they still control a lot of the word of mouth and influence related to products and services. Startups are also a great early adopter audience for other startups, which is why they shouldn't be ignored (if you do, be prepared for disruption).

READ MORE

How to personalize content by marketing campaign

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor based on elements that relate to geolocation.

READ MORE

How to personalize content by company size

Most B2B companies can't sell to target customers of all sizes (the exception to the rule being companies like Intercom and Hubspot). The reason behind it is simply how the sales are organized in the company. If you do want to target customers of any size, make sure your sales is aligned to the size of the target customer and you're using proper firmographic segmentation.

READ MORE

How to personalize content by industry

There are a lot of products and services, especially in computer software, that don't serve just one industry. However, different industries have different special needs when it comes to the kind of service and use cases they need. Read more to learn how to speak directly to different industry needs.

READ MORE

How to personalize content by country

Most online businesses today have no physical limits to where their customers come from. However, there's a huge difference how relevant a website feels to a visitor based on elements that relate to geolocation.

READ MORE