B2B marketers are investing heavily in content marketing. That’s because today’s most valuable audiences are research-driven and entirely self-directed. By the time that they connect with your sales reps, they’re likely already close to making a decision about your product or service.
The problem with content marketing, however, is its strength — that blog posts, ebooks, and whitepapers are powerful relationship-builders and conversion drivers. The smartest B2B marketers have discovered this ‘secret’ and are jumping into online conversations. As a result, online hubs and marketing communities become diluted, making it difficult for one brand to stand out.
Your lead generation strategy needs more than an ebook, downloadable infographic, or whitepaper. You need to personalize experiences for every single person who visits your website so that you are showing them the right message at exactly the right time in their buying journeys.
Here are three straightforward, impactful ways to build web personalization into your lead gen strategy.
1. Personalize based on interest and pieces of content consumed
Online marketers have access to a wealth of audience data — which they can act upon through marketing automation systems. They’re well-positioned to create a marketing engine that respond to very specific user actions.
When browsing your website, audiences may be within any stage of the conversion funnel. They may be looking for a solution that they can implement in the immediate term or in the future. They may be curious about what your company brings to the table.
No matter the case, they’re looking to learn. The content that they’re consuming provides a direct lens into the topics that they want to learn about — and your company can facilitate this learning process by providing them with more materials to accelerate their learning processes.
One tool that can facilitate this process is the Progressive CTA (as seen below), which can be customized to offer whitepaper, ebook, or case study recommendations based on the types of content that audiences are reading.
You can even target audiences on platforms like Facebook and Twitter based on specific pieces of content that they’ve read on your website. A cross-channel, multi-platform approach can help ensure that your brand is always present when your audiences are seeking out information (by reading their News Feeds, for instance). As an example take a look at the following ebook campaign from Gigya below.
2. Personalize based on engagement score
If there’s one thing that marketers know, it’s that pop-up windows, even when promoting free offers, can provide a hit-or-miss experience. If you target audiences when they are only minimally invested in your brand, you’ll likely annoy them.
That’s why, when adding web personalization to your lead gen strategy, you should factor each user’s specific behavior on your website by accounting for variables like time on site and number of pages visited. If you’re targeting existing customers, you can build personalization workflows into your product.
For instance, Mindflash created behavior-based campaigns that accounted for where audiences were in the customer lifecycle. On the company’s blog, readers were targeted with a personalized message -- within the app, free trial users were delivered real-time messaging. Existing customers were alerted in-app while engaged with pop-up windows providing information about new products or features.
Using this behavior-based personalization strategy, Mindflash doubled its blog sign-ups and generated a 25% increase in free-trial users continuing on through the company’s conversion funnel.
3. Personalize based on technology
When people visit your website, you’re likely capturing important details about them including their locations, devices that they’re using, and web browser details.
This information is highly connected to the user experience that your brand is able to provide. If your company has built a web browser add-on, for instance, you may want to target Chrome users. If your audiences are mobile, you may want to share a location-based offer.
Technology drives customer decisions in subtle yet impactful ways. It’s important to incorporate these variables in your personalization strategy.
Final Thoughts: Always Experiment
Certain forms of personalization will resonate more with some users than others. Some audiences will be motivated by function and will place higher value on the ability to retrieve information quickly. Other audiences will be heavily interest-driven and will want resources that correspond to their exact needs. Your personalization strategy will likely require a blend of elements. But don’t throw darts in the dark. Instead, rely on a process of continuous experimentation to find what matters most to your customers.