Highlight job role specific information on your content pages to increase conversion.

When do you need this?

If your blog pages are performing well, you should make sure to get the most out of them. You can do this by keeping readers engaged and getting them to the next stage. How can that be? Does your product pitch change depending on your customer’s job title or function? Then consider this recipe to personalize your content recommendations and CTAs for different visitor types.

Audiences

Email addresses that you collect on your website via demo forms, webinar sign-ups and so on can be enriched within Unless with additional data points including things like employment title, role and seniority. This allows you to create audiences such as leads that have “finance” in their title, recruiters, executives, CTOs and more. Like with most audiences created in Unless, you can choose to go with broad categories or more specific, narrowed-down audiences.

What to personalize?

Personalized headlines

Your headline is a good place to start. Let’s say you provide marketing automation software. Your product is primarily targeted at marketers but it requires a technical implementation and you often need to communicate with the IT decision makers. Your headline for CMOs can be focused on your product’s ROI: “The all-in-one marketing platform proven to double ROI in 1 quarter.” While CTOs and Technical Leads can see: “Secure and easy to integrate. Find out why IT leaders love our software.”

Relevant content recommendations

Got your visitor’s attention with a personalized headline? Keep them hooked with relevant content recommendations. Is your visitor a marketer? Display customer success stories and blog posts with best practices. Do they work in IT? Leverage personalization to draw them to important documentation or content that will speed up the buy-in process. You can highlight different types of content using Unless smart add-ons, like pop-ups and bars.

Nuanced CTAs

If you are talking to different stakeholders, then your sales cycle may be a bit longer. Use personalization to customize CTAs that will speed up the process. For instance, visitors with an IT-related title may want to “talk to an integrations expert,” while marketers may want to “schedule a demo.”

Example

Here is an example from our very own website. We set up an overlay on our blog pages in order to encourage interested visitors to book demos. Since they are already on the blog and have been reading more about Unless, we already know they are interested. From our experience, we also know that the requests and questions a lead has varies depending on their position.

While a CFO is focused on getting more leads and being able to target them effectively, a CTO often wants to know how easy a solution is to implement, as well as whether it’s secure and scalable in the long run. We also noticed that they respond better to different call to actions. This is why for the CFO example we’ve used “talk to sales” and “book a demo” for the CTO example.

The original overlay on the Unless blog

See it on your website

Do you want to see what this will look like on your website? Book a demo by picking a time slot below.

Frequently asked questions

No, not necessarily. We offer basic firmographic datapoints out-of-the-box, like company name and industry. However, if you need a more granular approach and additional things like contact email addresses, feel free to get an account at our partners, like Albacross.