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3 easy to apply personalization recipes for B2B companies

  • 3 easy to apply personalization recipes for B2B companies

Find out how a B2B company can get started with website personalization quickly through some easy to implement examples

Instant gratification can be a B2B marketer’s best friend or worst enemy. Today, people expect to be able to digest information about any product or service quickly. If they’re interested, they want to see a demo or access a trial run in a few clicks. They often prefer to connect with sales using live chat, or expect speedy replies by email. Make them wait too long or show them something off-target and they’ll lose interest - something that unfortunately happens more often than not. Research shows that the average landing page conversion rate across industries is 2.35%. How can B2B marketers up their conversion game? Enter personalization, the art of delivering relevance, or as McKinsey puts it, “delivering messages that are tuned to and even anticipate what customers really want.”

Personalization in a nutshell

Let me put instant gratification in practice by describing what you need to know about personalization in a few words. Let’s start with some stats. Personalization can reduce acquisition costs by as much as 50%. It lifts revenues by 5 to 15%, and increases the efficiency of marketing spend by 10 to 30%. Not bad, right?

There are different types of personalization: rules-based and automated. For an in-depth analysis of each type of personalization, check out our article on picking the right personalization type based on your company’s needs. In this post, I’ll focus on rules-based personalization, as it’s the easiest for marketers to implement in-house. This type of personalization is the process of manually creating certain rules to target different segments of your audience, deciding on which content to show to whom and when. If you’re wondering about practical applications, then read on! I’m about to get into that.

3 easy recipes to get started with personalization in B2B

A recipe is the set of data points or “ingredients” you need to run a personalization. A tool like Unless allows you to cook these up pretty quickly (sorry, had to throw in the pun). Here are some great recipes, or use cases, we typically see in B2B.

1. Getting more meetings scheduled with time and location-based personalization

Every B2B marketer knows that getting prospects to schedule meetings with sales reps is tough. This can get a lot easier with personalization. Let’s look at a time-based example first.

When it comes to contacting sales, the majority of B2B websites show the same call to action to every visitor, regardless of the time or day of the week. Typically, this CTA is something like “Call us now” or “Get in touch.” We get that it’s good to highlight immediacy, but the reality is your sales reps are probably not available during weekends. What if you could tweak that, so visitors who come in during the week can call in immediately, but those who visit during weekends see an option to book the next available time slot instead? All you need to do is create a recipe that shows a weekend variation for visitors who land on your site on a Saturday or Sunday. An Unless customer was able to increase his conversion rate by 20% with this recipe. Pretty neat, eh?

Unless personalization weekend weekday for B2B

Location-based personalization can also work wonders to help you schedule more meetings. If you know that several of your prospects are based in a particular city, you can add a personal touch: “Meet us in {{insert visitor city here}}.” For this, you’d typically check the visitor’s IP address.

Couple either of these personalization recipes with a service like Calendly to make it extra easy for your visitors to book meetings.

Unless personalization based on location and time for B2B

2. Getting more responses with IP address targeting or industry targeting

Most likely, your B2B company targets customers in different industries. If you have a list of companies you’d like to reach, you can show them highly personalized landing pages by targeting their IP addresses. Many CRMs enrich prospect data with IP addresses by default. Alternatively, you can add this information to your data using tools like Kickfire and Clearbit.

If you don’t have industry data yet, harvest it using social media ads! You can use LinkedIn or Facebook ads to target prospects in different industries and show relevant landing page variations to each. The easiest way to do this type of personalization is to use UTM parameters in your URLs.

For instance, if you offer advanced analytics software for companies in several industries, you can specify the type of campaign (say: utm_campaign=chemical_ads vs utm_campaign=logistics_ads) and show different landing pages to each industry-type.

Unless personalization based on industry for B2B

3. Maximizing the impact of your affiliate program with referrer personalization

This is another personalization recipe that’s easy to apply. Let’s say you work with affiliates or blogs for lead generation. If you create a rule for different referrers (ie referral sources), you can show variations of your website relevant to the visitors referred by each site.

Example: logistics blog vs chemicals blog

Let’s continue to assume you run marketing for an advanced analytics software company and you work with different bloggers to promote your product. If someone is referred to your site from a logistics blog, show them content that is relevant to logistics companies. If someone is coming from a blog about the chemical industry, show them content that is relevant to chemicals companies instead.

Unless personalization based on industry blog for B2B

Example: review websites as referrers

Review sites like G2Crowd and SoftwareAdvice can be a great source of leads. If your company ranks high on those sites, you should take advantage of that! Show visitors coming from the review site extra social proof by applying personalization. Highlight why you get great reviews on your landing page.

Hope I’ve inspired you to try out personalization for your B2B company with these examples. If you need help implementing these recipes using Unless, do reach out! If you’re new to personalization and need a tool to get started, reach out.