As we wrote on the Evergage blog last week, the B2B buyer’s journey can be complex. Shoppers conduct their research across a multitude of touchpoints before making a decision, and a visitor to your site in the early stages of his research will likely be looking for different information than a visitor who is nearly ready to make a purchase.
How can your site adapt to these different stages? What can you do to ensure that you are providing the right information to each visitor to help adequately inform each purchase?
As a B2B company ourselves, we experience this same problem. Here’s an example of how we address it on our homepage.
Step 1: Make the right first impression
For this example, we’ll walk through the personalization we have developed in the “sub-hero” section of the Evergage homepage (the content right below the main hero area at the top of the page). You’ll note that we use inline campaigns to show this content because they are less intrusive than pop-up messages, and we want them to seamlessly integrate into the overall homepage experience.
We chose to deploy an Evergage campaign that focuses on each of our key use cases (Demand Generation, E-Commerce Optimization, Content Publishing and Customer Success), based on the visitor’s engagement level with the corresponding solution pages on our site. Below is the default experience in the sub-hero for visitors who have not yet been identified as having a preference for a particular use case. This high-level video is meant to be a brief overview of the problem Evergage solves, to help the visitor identify if he or she is on the right site.
Once we have enough information to know which use case a visitor is most interested in – based on time spent engaging with solution pages or reading particular blog articles – we show a more specific version of this high-level introductory video. Here is the Demand Generation version:
As you can see, the general introduction video has been replaced with the Demand Generation intro video. After they’ve watched the general intro video or a use case-specific one, we continue delivering a sequence of content in an order that aligns to the buyer’s journey.
Step 2: Let your customers do the talking for you
Once the visitor watches an intro video, the sub-hero content changes again and is automatically replaced with a customer testimonial montage video and corresponding copy. This video shows customers who describe the importance of personalization and the value they receive from Evergage. We want to help our visitors in this early stage of their research to see proof that Evergage is a good investment. Here’s what it looks like:
Step 3: Show the product in action
After the visitor has seen the customer testimonials video, the sub-hero is then replaced again, this time with a call-to-action suggesting that the visitor watch an appropriate Evergage demo video (again based on any known/identified use case preference). Our demo videos are gated, so at this stage we believe it’s appropriate to request contact information from the visitor enabling us to capture them as an inbound lead.
Step 4: Guide them to a salesperson
Finally, once they have made it this far into the buyer’s journey, we use the real estate to offer them the opportunity to schedule a 15-minute consultation to see if Evergage is right for them.
Step 5: Check out the helpful resources
After making it through this whole process, we don’t stop after the consultation request. If a visitor has requested a consultation, we end the sequence by suggesting the visitor check out additional resources, to continue to engage him and keep him interested in our offerings.
One important thing to note in this sequence is that we always take into account what actions the visitor has already taken before showing a new step. For example, if a visitor completed the third step in the sequence before they viewed messages in the first or second step, he would progress forward to the fourth step. There’s no reason to waste valuable space – or annoy a visitor – by promoting something he has already consumed!
It’s important to recognize that all visitors to your site have different needs and are at different stages of the buyer’s journey. As such, they’re looking for different types of content and at different levels of depth. Some may also be ready to engage directly with sales, while others already have or are not yet ready.
Hopefully, our example gives you some ideas for content sequencing aligned to the buyer’s journey for your organization and some inspiration for creating personalized experiences for your visitors.