Only 21% of B2B marketers are very or extremely satisfied with their current personalization efforts, according to our annual survey earlier this year.
The reasons for this dissatisfaction differ by marketer, but part of it likely stems from where the B2B world is in its journey with personalization. While B2C marketers have been exploring or executing personalization for several years, most B2B marketers are still just beginning to test out personalization techniques. This difference is reflected in the numbers, as 53% of B2C marketers are very or extremely satisfied with their efforts (compared with B2B’s 21%).
But that doesn’t mean that there aren’t B2B marketers leading the charge and showing us what personalized experiences can look like in a B2B context. At this year’s Personalization Summit, Evergage CMO Andy Zimmerman hosted a panel with some of those innovative B2B marketers. Here’s a brief recap of that session to give you some inspiration for your own strategy.
Provide Appropriate Messages for Enterprise vs. SMB Visitors
Originally presented by Rebecah Wiegardt, Account-Based Marketing Manager, GoAnimate
GoAnimate is a great example of a company that is using personalization to cater to different audiences. GoAnimate is a SaaS platform that allows users to easily and quickly create DIY animated videos. The website offers a self-service option for SMBs, but the company offers a more service-oriented approach for large enterprises. The company wanted to effectively drive enterprises to speak with a salesperson while encouraging SMBs to purchase directly on the site.
Rebecah Wiegardt, Account-Based Marketing Manager, worked to personalize the GoAnimate site to address this challenge. In one campaign, she modified the pricing page (which was traditionally SMB-focused) to demonstrate the full-service option for enterprise visitors. In another campaign, the navigation is modified for GoAnimate’s target accounts. Visitors from those accounts see “Solutions” in the navigation instead of “Pricing.” With these personalized experiences, Rebecah hoped to inform enterprises of the company’s full-service option to encourage them to speak to a salesperson and orient the conversation around pain points rather than just price.
With these campaigns, Rebecah and the GoAnimate team saw more product adoption for enterprise users, an increased average deal size and shortened sales cycles among enterprise businesses.
Drive Event Attendance with Geo-Targeting
Originally presented by Mia Sierra Patton, Inbound Marketing Manager, Datto
B2B demand gen marketers sometimes find themselves with messages to share that are only relevant to visitors in a specific location. This is particularly common in event promotion. Unless it’s a large event that attendees are willing to travel for, an event on the west coast will not be relevant to visitors on the east coast, for example.
Business continuity and disaster recovery solution provider Datto, Inc. faced this challenge. The team hosts regular roadshows throughout the country and wanted to prominently promote them on the website without creating a distraction for visitors who aren’t located near the roadshow location.
Mia Sierra Patton, Inbound Marketing Manager, and the Datto team leverage geo-targeted event promotions. Datto targets website visitors that are within a hundred miles of an upcoming roadshow location to promote the event and encourage attendance. With these campaigns running for nearly a year, Datto experienced up to a 12% clickthrough rate and over 500 incremental registrants to their roadshows.
Encourage Deeper Blog Engagement with Recommendations
Originally presented by Melinda Cormier, Sr. Director of Digital Marketing & Brand Strategy
The company blog is an important asset to most demand gen marketers. It’s a valuable source of traffic and early stage leads — and it helps the company demonstrate thought leadership in its industry.
Nuxeo — a global software company providing a cloud-native, content services platform that enables organizations to manage digital content of any type and size — was looking to keep more of its blog visitors engaged with relevant content to avoid losing traffic after the first page.
Melinda Cormier, Sr. Director of Digital Marketing & Brand Strategy, and the Nuxeo team used and continues to use Evergage to regularly test an algorithmic recipe that recommends additional blog posts, personalized at the one-to-one level for each blog reader. As a result, the team saw a 34% lift in blog engagement (measured as views of 2+ blog posts) and a 2.4% decrease in bounce rate.
Help Prospects Find Relevant Content with 1:1 Recommendations Across Site
Originally presented by Andy Zimmerman, Chief Marketing Officer, Evergage
Beyond the blog, content in general is a critical piece of any B2B demand gen program. After investing in the creation of great content, you want to make sure it gets into the hands of the right people – and as many of them as possible. Otherwise, what’s the point?
Evergage creates a lot of content for a variety of audiences – with different use cases, from different industries, and at different stages of the funnel. Rather than generically promote content across the site, the company uses one-to-one content recommendations so each website visitor will see different content assets promoted in places depending on who the visitor is, what they’ve shown affinities for, and what they’ve already downloaded. For example, Evergage presents algorithmically driven content recommendations directly into the site navigation and throughout the entire resources page.
These are just a few select examples of how B2B demand gen marketers are leveraging personalization to create better experiences for their site visitors. Thanks again to The Personalization Summit panelists for sharing their stories!
As we head into 2018, think about these examples. Would any of them work for your organization? What other creative ways can you think of to personalize your website, application, email, or other channels to different audience segments or individuals?
If you haven’t invested in the personalization technology you need to help you implement some of these ideas, check out last week’s post on the requirements for personalization technology in 2018. And check out more personalization ideas with our case studies.