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Why You Need a B2B Website Personalization Strategy

B2B Personalization Truths: Hand selecting personalized option

Why You Need a B2B Website Personalization Strategy

Personalized website experiences help consumers find the information, products, and services that meet their needs: boosting a company’s sales, revenues, and strengthening brand relationships. As the business environment grows more competitive, and businesses devote more resources to their online presence, there’s more pressure than ever for your website to drive conversions and generate leads. 

In a recent survey, 77% of B2B marketers said that personalization was key to building better customer relationships. But 42% still struggle with effective B2B personalization. How can all of these seemingly conflicting facts both be true? There’s a surprisingly simple answer: 

Most personalization platforms weren’t built for B2B buyers

Personalization in B2B

Most off-the-shelf personalization platforms have been built with a B2C customer journey in mind. They help to collect mostly demographic information that can indicate consumer purchase intent, but have little relation to B2B buying behaviors.  There is a significant mismatch between the professional buying indicators that a B2B company needs to improve the B2B journey, and the B2C-focused tools at their disposal.

This is just one of the six personalization truths every B2B marketer needs to know outlined in our latest ebook, called simply enough, “The Six Personalization Truths Every B2B Marketer Needs to Know.” 

Other truths about personalization in B2B marketing that you need to know include:

  • The key reasons your site visitors expect personalization — and how those expectations influence your technology platform needs
  • The surprising connection between site search and personalized experiences — and why most companies fall short at making that connection deliver results
  • The increasing likelihood that shifting regulations and actions by technology giants like Google, Apple, and Microsoft only make it harder to close the personalization gap for B2B marketers 
  • And the plain truth: that the ability to close the gap using artificial intelligence and machine learning exists today — and can work for your company more easily than you think. 

In an increasingly competitive environment, B2B companies are constantly striving to expand their audiences, strengthen their brand, and improve their revenues. How can a B2B website personalization strategy help your organization meet these goals? Are you interested in learning more about how you can put personalization to work for your business? Check out the new SoloSegment ebook “The Six Personalization Truths Every B2B Marketer Needs to Know” today. Learn how you can use personalization to support B2B buyers — and your business — more easily and more effectively than you ever thought possible.