As part of an account-based marketing (ABM) strategy, sales and marketing teams typically work together to reach target accounts with personalized communications across email, social, advertising, events, phone calls, etc. It should go without saying that visitors from target accounts should also receive personalized experiences when they land on the website.
One of the more popular tactics for website personalization in ABM right now is to provide industry- or account- specific messages or experiences on the homepage, landing pages and other pages throughout the website. But how do you determine a visitor’s industry, account and other pertinent data points? Here are four different data sources you can utilize.
1. IP Lookup
The most common data source for on-site ABM is IP address. Reverse IP-lookup technology allows marketers to immediately recognize visitors from a particular industry or company. For example, you can identify a person from Bank ABC in the brokerage industry, and then personalize various parts of your website to speak directly to that bank or industry.
This technology is ideal is for the first-time visitor that hasn’t interacted with you online before. The drawback, however, is that IP lookup technologies have a low match rate. Only companies with a dedicated IP address or range will match, and it cannot match for anyone working from home, a coffee shop, or using their mobile devices while on-the-go (unless accessing the web via corporate VPN).
That said, when using an IP lookup approach, it is important that the best sources of firmographic data are used. Evergage’s B2B Detect feature leverages multiple sources in real time to ensure maximum coverage and accuracy.
2. Campaign Source
Account-specific emails and targeted advertising across websites, search engines and social media are probably key components of your current ABM strategy. If you can’t determine a visitor’s industry or company from IP address alone, you can deduce this information and more based on the campaign source from the moment the visitor lands on your site. In fact, any link with a distinct URL or UTM codes can be used to instantly personalize your website.
Similar to IP address, campaign source is useful to create personalized experiences for first-time visitors you otherwise know little about. It also allows you to ensure a consistent message across touchpoints. However, it will only work in cases where a person clicks through from a campaign. If the person read an email or saw an ad but did not click, he would not be classified according to campaign source if he visits your site later.
3. Form Completion
It can be easy to forget that in some cases visitors have opted to give to you information about themselves, and that information can be leveraged on your website. Placing content behind a lead form (similar to the one below) is a common tactic for inbound marketers, and it should be used for ABM purposes too. If a visitor has downloaded an eBook, registered for a webinar, or otherwise filled out some form on your site, you can ask for company, industry, role, revenue range, etc. Then you can use this information to tailor experiences to that individual in the current session and/or future sessions.
This data is valuable and reliable because it comes directly from the visitor. It is also helpful, of course, (a) if you were unable to identify a visitor’s company or industry via IP lookup or campaign source, or (b) if you want to augment or correct information identified from those sources.
4. On-Site Behavior and Intent
Finally, one of the most powerful data sources you can use for ABM on your website is the on-site behavior of each visitor. Instant interpretation of behavioral patterns and actions enables you to infer a visitor’s true intent. Pages visited, time spent per page, articles read (by category or tag), hovering and scrolling activity, etc. can and should be used to determine each visitor’s interests, preferences and affinities. This data can be collected and used – in the moment – to deliver one-to-one personalized experiences on your website — much like a salesperson can do when speaking live with a prospect.
This type of data allows you to create a tailored experience even when you cannot identify a visitor’s account or industry from IP lookup or campaign source, or he hasn’t disclosed anything about himself explicitly via a web form. For example, let’s say you have a visitor whose industry and company couldn’t be detected, and she arrived via organic search deep-linked to a blog article. Knowing that the article is geared toward healthcare providers and that she spent four minutes engaging with the content (scrolling, mouse moving), her experience when she navigates further into the site can be geared toward a healthcare provider to keep her engaged.
Bringing ABM Data Sources Together
As each of these four data sources has its benefits and drawbacks, we recommend using a combination of them to personalize your website for ABM. A good personalization platform will allow you to create segments using multiple different variables. For example, if you’d like to show an experience specifically to visitors in the healthcare industry, you can create a segment that will include any visitor who has done one or more of the following:
- Has been automatically categorized into the healthcare industry based on IP address
- Clicked through to the site from a healthcare-related ad or email
- Self-identified as being in healthcare when he/she download a piece of content
- Spent sufficient time engaging with any healthcare-related web page, blog article, eBook, etc. to demonstrate intent in that area
To learn more about how to incorporate personalization into your ABM strategy, watch our webinar replay. And learn how Evergage can help you leverage all four of these data sources in your ABM strategy by booking a demo today.