The B2B Buyer Journey is Unique for Everyone, so You Need to Personalize
By Katie Sweet
Throughout the years, a lot of time has been spent on the concept of “journeys.” Just do a quick Google search for “customer journey” or “buyer’s journey” to see all the different ways marketers have tried to simplify the concept. And while the traditional linear buyer’s journey is useful in helping us broadly understand the different steps involved in a typical purchase decision, the reality is that no two journeys are the same. Each person has their own unique journey that they flow through at their own individual pace.
That’s why personalization is so critical for B2B marketers. Personalization allows marketers to deliver a relevant experience to each prospect or customer so that no matter where they are in their own individual journey, they’ll be able to find the resources they need to make their purchase decision or experience success as a customer.
We recently published a new eBook, Personalization Across the B2B Buyer’s Journey, to provide 18 compelling examples of how B2B marketers can leverage personalization at each stage of someone’s journey. I’ll describe three of those examples here, but check out the eBook for many more!
Initial Engagement: Make the Homepage Relevant
You spend a lot of your time and budget to attract prospects to your site. The last thing you want to do is lose those visitors before they get the chance to determine if your product or solution could meet their needs. But how do you decide what to feature on your homepage? Do you tailor your headline, images and copy to appeal to different audiences, or do you lead with a general message that you hope will appeal to the lowest common denominator?
There’s no need to keep your homepage experience static and generic for every visitor. To capture each person’s attention immediately, you should ensure that your homepage – or any page a visitor lands on – is immediately relevant to that person. For example, this site below displays a relevant homepage experience to each of its target industries. Visitors in the healthcare industry see copy and images relevant to them (top image), while visitors who don’t fall into a target industry (or whose industry can’t be determined) see a generic version of the homepage (bottom image).
Evaluation: Notify Salespeople of Engaged Prospects
When it comes to making a sale, timing is everything. This is especially true for companies with account-based marketing (ABM) programs. If a prospect from a target account reads a
few case studies or watches a couple of product videos on your website, you want the appropriate salesperson to know about it right away and to follow up (with a relevant message) while your company is still top-of-mind for the prospect. But what’s the best way to relay that information to the sales rep in a manner that will catch their attention?
Internal email alerts are the perfect solution for this challenge. These emails can be triggered the moment one or more visitors from a target account takes certain …read more
Read more here:: B2CMarketingInsider