We live in an era of abundance when it comes to web content. Between 2014 and 2018, the average employee received approximately 90 emails a day and sent an average of 40 . How can you get your leads to react to your messages when you have so much competition?Perhaps an answer is to personalize the content in your emails to get their attention, but is there personalization beyond the email?list_altIndex of contents
Customize testimonials on your site using geolocation
Customize your landing page using data from the visitor’s company
Customize your website using behavioral data
What if you don’t have enough data to personalize your website?
The customization of your website can also be very useful to get them to become customers. McKinsey estimates that companies that use web british cell phone number effectively have reduced acquisition costs by up to 50% and increased marketing spend efficiency by 10-30%.The basis of personalization is to use the data you have about your leads to show them relevant content at all times. Let’s see some examples!Customize testimonials on your site using geolocation
Do you include the names of current clients in your emails to encourage your leads to learn more about your product or service? Show them customer reviews or custom logos on your website using their location data.Trendwatching is a company that is dedicated to market research. They have clients in more than 60 countries and offices on 5 continents.
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As you can see from the screenshots, brand recognition plays a very important role on the organization’s website. The displayed clients change position depending on the visitor’s location, and also adapt the highlighted country in the text using the IP address data.trendwatching_ing
Trendwatching , home page. Location: Netherlandscustomization-web-trendwatching_canadaTrendwatching , home page. Location: CanadaThis personalization strategy is ideal for companies with a global presence that want to position themselves close to their customers and inspire confidence in their leads. You can implement this type of Betting Email List in a scalable way using tools like Unless, Google Optimize, and others.There are other types of customization that mke use of more data and that you can even implement in combination, as we will see in the following examples.Customize your landing page using data from the visitor’s company
You probably already have information about the company your prospects work for in your CRM, why send them generic links in your emails when you can use this data to personalize your website?Suppose your company sells analytics software to optimize processes and you want to implement a “cold email” campaign for potential clients in different industries globally.Do you like what you are reading? Subscribe to the blog!EMAIL *
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If you have the industry data of your prospects in your CRM, you can use personalization to modify your website. For example, if your prospect works for an external logistics company, you could modify the images and main text on your website to make them relevant to their interests.Similarly, if your lead works in a company that produces chemical products, you can modify the landing page with customized content for that industrialsector.Unless_personalization_based_on_industry_for_B2BCustomized B2B Website by IndustryAnother very common technique that you can implement using your CRM data is the customization of forms on your landing page . CGS is a company that develops business applications and software for elearning.By having different lines of products and services, and different segments in their audience, they sought to provide their leads with quick access to the demos corresponding to their characteristics.Using Unless, Kickfire and your CRM data, they show a personalized pop-up with a form that already contains the visitor’s information, from their name to their email and role within the company. This reduces the steps required to complete the form and makes the conversion easier.personalization-web-personalization-form
Custom form on CGS pageBeyond this, what is really innovative is that CGS also combines the customization of the form with the customization of the logos that are displayed next to it.In this case, the company shows brands that are relevant to the visitor based on their company’s data and that vary according to the type of product in which they have shown interest.web customization logos customizationForm and other personalized web content on the CGS pageLet’s move on to another interesting example that addresses personalization based on interests and other data, such as behavior.Customize your website using behavioral data
You are probably also monitoring the behavior of your prospects on your site. Do you know if they have already visited your landing pages?They may have intended to request a demo or conversation but did not schedule the meeting. Have you sent them a personalized email to encourage them to take that step?This type of remarketing tactic has long been used by ecommerce companies and can be applied equally to B2B companies.web email customizationCustom remarketing emailIn the image we can see how a company can personalize a remarketing email with the recipient’s behavior data. In this case, the person showed interest in a merchandising planning product and works in the fashion industry. As your location is also known, the email has been personalized to offer you a demo in your city.If you combine this type of personalized email with the personalization of your contact page, you will obtain an ultra effective mix that not only creates synergy in all your communications, but also promotes more conversions.Below you can see a custom page not only based on the visitor’s previous actions, but also based on their location. If your company has offices in the city where the visitor is located, give them the option of scheduling a meeting in person. Otherwise, give them an easy way to schedule a call. In both cases, you can use a tool like Calendly to make meeting scheduling as easy as possible.
web customization cta call bookPersonalized contact page using location and behavior dataWhat if you don’t have enough data to personalize your website?
All of the above examples make use of various types of information. If you don’t have a highly developed database, you can use auto-segmentation to collect some basic data for customization.As the name suggests, self-targeting is simply asking your customers to tell you which segment of your audience they belong to. This is possible through surveys or customization tools that include a self-targeting module. Let’s see how this works in practice.[PDF] Boost your sales with CRM and Marketing Automation Tools
Some examples of self-segmentation
ClassTag is a tool used by teachers to communicate with the parents of their students. Despite the fact that teachers use the app the most and are often responsible for introducing it to their schools, ClassTag also needs to communicate with parents and school principals.The company wanted to ensure that all segments of its audience found the necessary information on its website and decided to use self-segmentation to classify its visitors and adapt content in a dynamic way. For this, they designed a widget with a small survey that floats on the website and asks the visitor to identify themselves as a teacher, parent, or school leader.
web customization auto-segmentationClassTag web page using auto-targetingThis tool helped them segment their visitors easily and quickly. With self-targeted visitors, this company was able to automatically display personalized messages for each profile.On the registration page that led to subtle wording adjustments. While on the ClassTag home page it showed different content, images and calls to action depending on the segment, an A / B test showed that the widget was a success. While the control group converted at 9.9%, the widget achieved a conversion rate of 24.66%. An increase of more than 150% !web customization auto-segmentationCustom Pages for Different Audiences on the ClassTag WebThe Black Tux, a company that sells and rents fine suits for secial events, offers us another excellent example of how to use self-segmentation.On their website they ask new visitors a series of questions to show them exactly what they are looking for. Once the visitor responds to the survey, the contents of the website and the products displayed change automatically according to their profile.web customization TheBlackTuxSelf-segmentation on The Black Tux siteThirdLove is another brand that uses self-segmentation to help clients find the ideal bra. In this case, clients fill out a questionnaire to find the products that are tailor-made for them.ThirdloveSelf-segmentation on ThirdLove’s site
Self-segmentation in B2B
Self-targeting can be even more powerful and easier to implement for B2B startups, as the targeting attributes ar often simpler (for example, industry, title, or role).Do you want to learn more about marketing atomation? Click here and download our guide on this methodology.Let’s go back to the example of the company that sells analytics software. You can use an auto-targeting widget to ask your visitors about their industry. With the data you collect, you can fully customize your web experience or modify parts of your site, such as the call to action.customization web example b2bPersonalized B2B website with data collected by self-segmentationOnce you collect this information on your website, you ca export it and upload it to your CRM or add it automatically with an integration. Having the data in your CRM you can implement personalized campaigns in emails, creating a customized experience for each of your clients or leads.Do you dare to apply personalization on your website? Probably after this article you will have many more ideas to extend the personalization of your emails to your website. The most important thing is that you consider different tools that allow you to do it in a scalable way and that you have an updated database.If your database falls short, don’t hesitate to ask your customers and visitors who they are and what they need. Do you have questions or need more customization examples? Leave me a note in the comments and we’ll continue!