5 Advantages of Website Personalization

Your website visitors increasingly expect a personalized website experience. Using website personalization to deliver on this expectation can help improve your customer’s journey on your website, driving meaningful interactions and increasing your website’s conversion rate. After all, your website is an engine to drive more sales and is your company’s only 24/7 salesperson.

However, many businesses struggle with website personalization, especially if they’re unsure of who their customer is. Even when using techniques like account-based marketing, most companies still fail to identify 85% of their website traffic or more. 

A lack of personalized content creates challenges for your customers – and your business. Content that is misaligned with your website visitor’s goals means they can’t find what they are looking for, leading to low conversion rates and high bounce rates. 

The Advantages of Website Personalization 

While there are a wide array of benefits of website personalization, some of the most common include: 

  • Drive more revenue: B2B organizations using anonymous, behavior-based website personalization tools drive between a 5-15% increase in revenue. According to Monetate, 93% of surveyed companies agreed that advanced site personalization led to revenue growth.
  • Better marketing-spend efficiency: B2B organizations using website personalization tools can increase marketing spend efficiency by 10-30% or more.  
  • Improve efficiency for sales and marketing: Marketing spend efficiency is only part of the equation. Site personalization can lead to more qualified interactions and fewer cold calls and follow-up emails. 
  • Increased website engagement: A reduced bounce rate, fewer page edits, and longer website journeys are all direct results of website personalization tools and improved engagement.
  • Know your visitors better: Not only will your site visitors feel like you understand them, but your metrics will back up that feeling. As visitors interact with your personalized content, you can iterate and drive further improvements to deliver what customers are  looking for at precisely the right moment. 

Website Personalization Tools with SoloSegment 

Want to learn more? Discover how your business’s website can overcome personalization issues today. SoloSegment GuideBox(™) is the website personalization tool you’ve been looking for. GuideBox users typically experience a 139% increase in website engagement and an 80% reduction in page exits.
Learn more about the benefits of website personalization today

The Future of B2B Website Engagement is Here

Any great salesperson knows that the key to capitalizing on leads — regardless of industry — is delivering the right message or offer, to the right person, at the right time. After all, it’s not enough to simply attract visitors to your website if they aren’t sticking around to discover what your company has to offer or making a purchase. B2B businesses, specifically, should consider that 61% of B2B transactions start online and 70% of the buyer’s journey is completed primarily online before the buyer even reaches out to sales. An engaging website is an efficient website; one that will convert leads and keep customers coming back for more.

Every moment must be relevant

In an age where convenience and relevancy reign supreme, B2C and B2B businesses must rise to the occasion and offer their clientele an increasingly tailored experience along their buying journey. Every moment a client spends on a website should be relevant, offering them the information they need to encourage them along the path to purchase. Website studies across both B2B and B2C audiences show that a single bad experience on a website makes users 88% less likely to visit the website again and 75% of user judgment about a business’s credibility is based on their website design. A well-designed website user experience could raise your website’s conversion rate by up to 200%.

That’s what personalization can deliver for your business., And personalizing experiences is the hallmark of great marketing. The question isn’t why you should do this; rather, it’s how? How can businesses strike an effective balance between personalization and user privacy?

But relevance and privacy often conflict with one another

This question, in particular, has been the catalyst to a great deal of transformation over the past few years. While the demand for personalization has remained on an upward trajectory, public concern regarding user privacy has followed suit closely behind. Of course, it’s easy to understand why; personalization requires data, and data requires users to share their personal information with brands. Organizations want to get to know their current and prospective customers. But, in the realm of business and technology, this can be a frightening concept. Is user data protected? Is it being misused? Are businesses stepping through the front door without being invited in? This is the ‘privacy paradox’ at work. Customers crave an experience informed by personal data, but they aren’t comfortable with the idea of their data changing hands across the internet.

To this effect, the General Data Protection Regulation (GDPR) was established in 2018, which laid new ground rules for businesses relying on personal data to inform their user experience. Gone were the days of website cookies and traditional data collection methods. Instead, businesses had to shift in a new direction: anonymous personalization.

What is the future of B2B website engagement?

At first glance, this might sound like an oxymoron. How can personalization and anonymity exist simultaneously? Fortunately, artificial intelligence (AI) makes this possible, and this advancement is especially integral for B2B businesses hoping to optimize their website to be more relevant and engaging to prospective leads. Our report shows, after all, that 45% of B2B customers are browsing anonymously as they research potential vendors and partners, which prevents those providers from gaining direct input from prospective customers, such as a name or an email address.

Harnessing the power of AI, organizations can finally drive engagement and meet the expectations of their audience long before they share their personal information. AI-powered website engagement technology can use anonymous information (such as behavioral data)) to identify visitor intent, visitor goals, and more. Armed with this information, companies can model visitor behavior to automatically improve their website customer experience and guide visitors to content that converts.

And this engagement matters. B2B organizations using anonymous, behavior-based website personalization drive between 5-15% increase in revenue and 10-30% increase in marketing-spend efficiency.

Learn more about the future of B2B website engagement

With the help of next-generation technology powered by AI, organizations can finally drive engagement and more productive leads in a way that directly benefits the bottom line and the customer experience by providing website visitors with exactly what they need, before they know they need it.

There is simply no denying it – anonymous personalization is the future of optimizing the B2B website experience to drive more engagement, and sales. Isn’t it time your website functioned as your company’s best salesperson and customer service representative?

If the answer is yes… what are you waiting for? Download SoloSegment’s latest industry report: Website Engagement in a Changed World and discover the benefits of anonymous personalization for your business.

Why Privacy-First Marketing Matters

Cloudflare announced this week that they were introducing a new, free privacy-first analytics tool, using data from their CDN, but eliminating any personally-identifiable information (PII) commonly collected in competing tools. SoloSegment CEO Steve Zakur talks about why privacy-first martech is the right way to go for your business:

Prefer to read? Here’s a transcript of SoloSegment CEO Steve Zakur’s comments on Cloudflare’s anonymous analytics tool and privacy-first martech for you: 

CloudFlare, a leading cybersecurity and content distribution network, announced yesterday they were launching a new free service called CloudFlare Web Analytics. And the most distinctive feature of this tool is that it doesn’t collect personal information. So this is not some secret play by CloudFlare to, you know, to hoover up all this personal information about your visitors. It truly is a privacy-first [marketing] technology.

My name is Steve Zakur CEO of SoloSegment. For many years, we have had this pact with Google in using their analytics tool. And that pact was they’ll give us an awesome, full featured analytics tool for free. And we have to then send them all the data about our visitors. And so, you know, that worked out pretty well for us but not so well for our visitors, our prospects, our customers who were getting their information sent over to Google. 

And increasingly we’ve seen moves by industry. Apple has been a real leader in this area with ITP and some other areas, other things, but also regulators, GDPR, CCPA, all those sorts of regulations in moving to protect the privacy of individuals. And I think we’re going to see more and more of these privacy first tools. In fact, SoloSegment has focused on this right from the beginning. We have a thesis that there is plenty of information out there about the behavior of website visitors, that you don’t need to know who they are in order to engage them. Whether they’re searching or whether they’re navigating on your website they give off a trail of behavioral information that allows you to help them achieve their objectives without needing to know who they are.

So, no matter what technology we’re talking about, whether it’s SoloSegment’s personalization technology, GuideBox, or web analytics by CloudFlare, look for those privacy first applications, because those are the technologies that not only allow you to achieve your goals, but to do it in a way that you can protect the personal information of your website visitors. Thanks very much. Hope you have a great week. Take care.

You can read more about how to personalize your content while protecting customer data in SoloSegment’s new ebook, The Six Personalization Truths Every B2B Marketer Needs to Know.

SoloSegment GuideBox™ B2B Website Personalization Case Studies | A Light in the Dark

B2B website personalization is difficult. As our recent 6 Truths You Need to Know About B2B Website Personalization ebook talked about, companies can struggle to reach the right customer for any number of reasons: 

  • The death of cookies
  • Increasing use of remote work among your target individuals
  • Industry privacy efforts such as Intelligent Tracking Protection (ITP) and Enhanced Tracking Protection (ETP)
  • Government privacy regulations such as GDPR and CCPA

Even account-based marketing (ABM) faces limitations, working best to identify the company — but, importantly, not the individual — engaging with your content. Why is that important? Because knowing who you’re dealing with matters when you’re trying to put the right content in front of people from varied job roles like finance, IT, purchasing, or business development.

The truth is that B2B marketers today increasingly operate in the dark about the content their customers need. 

Why fight the darkness? Why not use behavioral data that you do have to personalize effectively for your customers? Two things can be true at once: You can embrace the darkness and also can implement effective B2B website personalization for your business. 

The following case study highlights a SoloSegment GuideBox™ customer that uses SoloSegment’s machine-learning powered B2B website personalization platform to drive results using anonymous personalization techniques. They’ve embraced the darkness — and produced results. Learn how you can too. 

B2B Website Personalization Case Study: ASME Increases Website Engagement and Sales Revenue with SoloSegment GuideBox™

Link to ASME B2B Website Personalization with SoloSegment GuideBox case study

The American Society of Mechanical Engineers (ASME) is a not-for-profit membership organization that helps the global engineering community develop innovative solutions to the world’s problems. Since it’s founding in 1880 ASME has grown to over 100,000 members in more than 140 countries. 

The organization’s website contains over 250,000 pages of content and gets over 6M sessions per year. They need high-quality — and highly personalized — content to help their diverse audience solve the world’s problems. 

ASME’s Business Challenge

ASME looked to improve member engagement and progression to drive revenue growth. Their problem centered on matching site visitors to the right content at the right time. While traditional technologies provide some capabilities to solve this problem, those tools required significant manual effort. As a result, ASME could only focus on the highest value content of their site. 

Download ASME B2B Website Personalization Case Study

ASME selected SoloSegment GuideBox™ as the right B2B website personalization solution to meet their needs and personalize content at scale. Why? Download the case study How ASME Delivered B2B Website Personalization Effectively here to see how SoloSegment GuideBox™ solved ASME’s problem. And learn how you can deploy effective B2B website personalization at scale for your organization — just like ASME.

6 Facts About B2B Website Personalization

B2B customers expect personalized website experiences to help them find the products and services that meet their needs. And personalization can help you drive more leads. Which is good, because “drive more leads” is what you keep hearing from your sales leaders and senior execs, especially now when your sales teams are stuck in WFH mode. As “face-to-face” has become “shelter in place,” there’s more pressure than ever for your website to drive the leads in-person events once did. 

But some critics are saying personalization is dead. And lots of companies have attempted to use personalization without seeing results. How can all of these things be true at the same time? There’s a surprisingly simple answer: 

Most personalization platforms weren’t built for B2B buyers

These platforms are excellent at helping you understand more about Alice and Bob, a married couple with 2.5 kids and a puppy who drive a crossover SUV and like to go camping. But none of those consumer attributes have any effect on Alice or Bob’s buying behaviors as execs at their respective companies. 

The mismatch between consumer-centered personalization platforms and the needs of B2B buyers represents 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 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. 

Of course, there’s one more truth that you already know: you’re facing increasing pressures from your customers and your company’s senior executives to solve their problems and deliver results. Sales wants more leads. Your customers want more relevant information. And you want to drive more revenues for your business. How can you meet all these goals? The solution may be easier than you think. 

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. And learn how you can use personalization to support B2B buyers — and your business — more easily and more effectively than you ever thought possible. Just click here to check out the ebook. And learn the solutions that can help you improve your customer experience — and business results — today.

B2B Website Personalization Doesn’t have to be difficult

For several years we’ve had evidence that high quality, B2B customer experiences are table stakes for businesses interested in growth. B2B Website Personalization is easier said than done. While content creation and IT can be significant blockers to getting the most out of your personalization efforts, the biggest impediment may be the data. Traditional personalization technology needs personal data that you’re not likely to have. This makes B2B website personalization particularly tricky.

Your customers have a preference

Amazon has trained your prospects and customers well. When they go to Amazon they easily find what they need and are magically guided to things that might help them find solutions to problems they don’t know they have. In short, the customer experience leaves them delighted.

Unfortunately for you, folks don’t have separate B2B brains. They come to your B2B website with the same expectations that they have in their retail lives. The bar is set high. And you’ve been working for a long time to try to meet this standard but your best website personalization efforts still seem to fall short. Why is that?

Related Blog: Why B2B Marketers Must Embrace AI and Personalization

So why is this so hard? 

Most B2B website personalization systems are powered by three components: 

  1. the technology itself, 
  2. the content that will be served, 
  3. the data that decides what content to serve, who to serve it to, and when to serve it.

Let’s set aside the challenges of implementing IT and building content. While these can be daunting challenges, they’re within your control. You need to select technology that you know you can implement and manage and you have to line up your content teams to feed the beast. If you can’t do that, it’s on you.

Data. Now that’s the tricky part. Traditional personalization technology grew up in the retail space. Retail is awash in personal data so the opportunities to target, micro-target, and retarget are abundant because the data is abundant.

In the retail space prospects and customers are happy to hand over their data because there is a clear trade for value. Billing requires personal information. Shipping requires personal information. Customers share their information to get those benefits. And, for better or worse, that data is freely traded because tracking, for the most part, is so easy to do.

Nobody shares their personal information with B2B vendors. Conventional wisdom is that less that 2% of B2B website visitors share personal information on a website. That makes sense. If I’m a buyer for an technology hardware company, I don’t share my personal information with a component manufacturer when I go look at specifications on chips on their website. There’s rarely a compelling reason for me to share that information. Unlike retail, there’s no trade for value.

But the technology you purchased requires personal data. What to do? The answer is, of course, more technology.

The personal data workarounds that don’t work

There are plenty of vendors that have swooped in to help with the personal data problem so that your investment in B2B website personalization will pay off. These technologies have been called many things over the years but they now inhabit the “Account-Based Management” space.

It all started with “IP Sniffing” where these vendors used technical snooping to try and discern what company a visitor was coming from. That together with first party data they had captured, data stored in cookies, could give them a hint of who the person might be. Of course, many visitors don’t come back before their cookies expire so accumulating first party data can be tricky.

Purchasing third party data, largely gathered in the retail environment, is often less than satisfying. It might give you some insight into the person, but it gives you little insight into their professional lives. How do you target someone if you don’t know the most basic information about what they do for work and what they’re seeking?

In the discussions we’ve had with some of these vendors they admit that at best visitor identification happens 30% of the time. In the vast majority of cases that number is in the low teens. And with Intelligent Tracking Prevention (ITP) that number is only going to get worse. Couple ITP with GDPR, CCPA, and a whole alphabet soup of regulation and regression to the 2% mean seems inevitable.

But if you’ve been working in the B2B website personalization space, you know all this. The data is the most frustrating part of the exercise.

The role of anonymous data in B2B Website Personalization

The first step in solving a problem is to recognize that you have a problem. And while a higher power may not be able to make your B2B website personalization better, there is a way forward.

Anonymity has traditionally been a problem for marketers that want to target people for messages that will help engage and progress them through the funnel. B2B marketers have risen to this challenge by providing lots of opportunities for folks to share their information, primarily through gated content experiences (e.g. white papers, case studies, etc.). But those efforts are often wasted. From low conversion rates to fake data there are a variety of reasons gathering first-party data yields low results.

Gated content and similar methods are a logical response to a world in which anonymity is a problem. But what if anonymity wasn’t a problem? What if you could address anonymous visitors with very specific messages? That would be powerful. Especially for the very top of funnel folks who might not see any value for giving you good information about themselves.

In the past, the problem with making any sense out of anonymous data was nearly impossible. If was all offline modeling and incorporating those models into operational technology was, at best, difficult.

Today, AI can power through all the data you collect on your website–content, visitor behavior, search–to develop models that can predict what someone is trying to accomplish and deliver content that is compelling in the moment to help them accomplish those goals.

Our customers who have deployed our internal site search and content recommendation technologies have found increased engagement (+139%), reduced exits (down 80%), and lower bounce rates (down 12 points) by delivering highly targeted content recommendations that engage visitors before they’re able to identify the person or their role.

There is a way to get off of the personal data hamster wheel and at the same time increase engagement and progression of anonymous early funnel visitors. Utilizing the latest tools in your technology toolbox–machine learning, natural language processing, and natural language understanding–you can derive models that help your prospects achieve their goals and, ultimately, you to achieve yours.

Curious how we can help you can stop the madness and deploy effective, anonymous b2b website personalization, for your company, and for your future? Give us a call at 862-234-0365 or drop us a line. We’re here to help.

Why B2B Marketers Must Embrace AI and Website Personalization

“We’re in challenging times,” everyone says. That’s a fact. But here’s a question: When is that not true for B2B marketers? Sure, things are definitely tougher than usual at the moment. But, who are we kidding? You’re always hustling, in bad times and good, to either outperform the economy or beat your competition. So, let’s take a moment and talk about how you can accomplish both of those goals, in good times and bad: Artificial intelligence (AI) and website personalization. And, more importantly, how you can make AI and personalization work together for your customers… and for your company.

The Core of Personalization in Marketing

If youll allow me to grossly oversimplify a complex topic for a moment, every B2B marketing plan in existence can be summed up by a similar set of steps. What every effective B2B marketer must consistently do is:

  • Uncover customer needs
  • Create offerings that address those customer needs
  • Let potential customers know those offerings exist
  • Build trust that your offering actually works
  • Work with your sales team to encourage your prospects to hand over their money in exchange for those offerings
  • Repeat

I know, easy, right? Of course, I’m skipping some details; if there ever was a case where you’re allowed to say, “the Devil’s in the details,” this is the one. That’s why it’s called, “grossly oversimplifying.”

But the fact remains that everything you do as a marketer and a manager exists to help your current and potential customers achieve their goals, to create offerings tailored to what they need at the immediate moment. Fundamentally, that’s all that personalization is at its core again, as long as you’re willing to grossly oversimplify it.

Why You Struggle to Deliver Personalized Experience

The problems with accomplishing this in practice and at scale blow that gross oversimplification completely out of the water. Forget what I said before. This is where you can say that “the Devil is in the details.” As our Chief Product Officer mentioned the other day, its true that both the future of marketing requires delivering personalization at scale and that a number of significant challenges exist that makes it difficult to do that. These include the following facts:

  1. While digital channels like your website, email list, and social media presence make collecting information easy at least relative to the past its tough to make sense of the sheer volume of data now available
  2. The technology necessary to handle such large volumes of data can be expensive and difficult to implement and maintain
  3. Customers are increasingly uncomfortable with letting you collect and store their personal information and tools like intelligent tracking protection (ITP) and enhanced tracking protection (ETP) exist to make it hard to do so
  4. Regulators, always willing to listen when large numbers of voters, um… people have concerns, increasingly create barriers to collecting and storing customers personal information (think GDPR/CCPA/other alphabet soup regulations)
  5. Companies frequently must create rules to address steps in the customer journey and the content that supports each of those steps
  6. Despite your best efforts, its impossible to know many visitors to your B2B website and other digital channels because you cant get their personal data or because their individual information isn’t relevant to their business purchases
  7. And, the costs associated with addressing these non-trivial challenges makes it tough for you to deliver an impressive ROI for any investments you make in personalization quickly, which is even more important in the current post-COVID environment.

Thats not “a gross oversimplification.” Its just gross.

Fortunately, we’ve put together some ideas for how to deal with these challenges in our new ebook “Six Personalization Realities B2B Marketers Need to Know Right Now.” Check it out when you have a moment.

Fact: Personally-Identifiable Information (PII) Won’t Be Around Forever

Privacy and its implications for data collection are worth diving into in a bit more detail. Privacy regulations as well as customer attitudes about privacy will require marketers to shift focus away from personally-identifiable information (PII) and towards some other source of anonymous, but still useful data. This appears inevitable.

For instance, Samuel Scott argues persuasively that personalization is this years most overhyped marketing practice,. In particular, Scott cites concerns about privacy as the biggest risks for both companies and their customers. Given the downsides of cost and legal risk associated with data breaches, those concerns seem warranted.

And, to be fair, there is a lot of hype around personalization. The European Unions General Data Privacy Regulations (GDPR), the California Consumer Privacy Act (CCPA), and similar legislation didn’t come from nowhere; many jurisdictions clearly take the hype seriously.

You also want to consider how little personal information about B2B buyers is even relevant to your selling process. Does the fact that your buyer is “42 years old, drives a midsize crossover SUV, and has affinity for dining and travel” help you progress them towards a purchase of your products or services? I didn’t think so.

What some forward-thinking marketers are moving towards and I believe must move towards is using anonymous behavioral data instead of PII. Various techniques exist that allow you to offer personalized experiences without PII and still drive improved business results. My expectation and to be 100% honest, a big reason we founded a company that does this is that successful B2B marketers will increasingly seek out options that provide the benefits of personalization without the regulatory or brand risk associated with capturing and storing vast amounts of PII about their customers. But to do that well, you’ve got to add artificial intelligence into the mix.

The Role of AI in Personalization

Knowing how to personalize without PII isn’t easy. It requires a fair bit of data about your customers’ on-site behaviors, about your content, about what makes customers click and connect, and how to tie all that information together in real-time. That’s where your ability to use AI in your personalization efforts matters. As a friend of mine likes to say, “AI makes big data… little.” Artificial intelligence and machine learning must play a key role in helping you make sense of the data you’re gathering so that you can put your oversimplified marketing plan into action. Or, even better, the real-world, results-oriented, complex marketing plan that you actually put together.

AI-powered personalization tools can help you make sense of the continual streams of data the torrent of data that you collect. A well-designed AI-powered personalization platform can be run as Software-as-a-Service (SaaS) to minimize implementation costs and complexity. And, if done really well, personalization driven by artificial intelligence would use customer behaviors not increasingly regulated, increasingly unavailable personally-identifiable information to connect customers with the content they need. Hmm… I wonder who could possibly have made an AI-powered, behavior-based personalization tool that works that way…

Fact: AI in Personalization is Coming

All kidding aside, we’re not the only ones who think this way. Recent data from Adobe shows that 9 out of 10 companies show a positive ROI from their personalization efforts, with more than 40% seeing greater than a 6:1 return. But few organizations only about 4 in 10 feel that they have the personalization capabilities they need. This is the gap that B2B marketing executives your competitors are working with their IT colleagues to close. Why? Because there is also significant data showing that customers prefer personalized experiences.

For starters, take note of the potential returns already mentioned. Also, B2B buyers have said in study after study after study that they expect personalized experiences and will find a better option if you don’t meet those expectations.

Oh… one more reason it’s important for you to think about how to provide these experiences? CMO tenure has reached its lowest point in a decade. Not many marketing executives can afford to miss out on these kinds of opportunities… or at least not for long.

Conclusion: Why B2B Marketers Must Embrace AI in Personalization

We live in challenging times. Whether those challenges come from the difficulties of coping with large amounts of data, customer privacy concerns, regulatory changes, IT integration efforts, costs, global pandemics or all of these at the same time your job as a B2B marketer is hard. There’s no way to grossly oversimplify that fact. Adding to the complexity, it’s clear your buyers expect personalized experiences that help them achieve their objectives or they won’t be your buyers. And pressure to deliver from the C-Suite isn’t making this any easier.

Your competitors increasingly use artificial intelligence to interpret and understand the sheer volume of data they’re gathering. Remember, AI makes big data little. But also remember that personal information is going away. And it may not even matter in B2B in the first place. Instead, effective, forward-thinking AI-powered personalization platforms use anonymous data to determine not only where customers are in their journey, but also the right messages and offers to present customers from existing content.

So, yes, “we’re in challenging times.” Again. And this probably won’t be the last time. But you’re going to be fine. Artificial intelligence and personalization can help put those challenges to rest. And that’s a fact you can happily embrace… even when times are tough.

Curious how we can help you connect AI and personalization for your customers, for your company, and for your future? Give us a call at 862-234-0365 or drop us a line. We’re here to help. And, if you want to learn more about how to put personalization to work for your business, check out the “Six Personalization Realities B2B Marketers Need to Know Right Now” ebook today.

Why Your Company Needs Website Personalization at Scale

Some say website personalization is dead. Particularly when you’re trying to scale personalization on your website. There are lots of reasons that people provide:

  • It’s too hard to collect personal information.
  • It’s too hard to do.
  • It’s too hard to deliver ROI.

And they do have a point—websites and the Internet as whole are littered with the debris of failed personalization projects. But what if there was a different way to do it?

Let’s start with the objections. Yes, it is definitely too hard to collect personal information, and it is getting harder every day. Not only are web users more reluctant to part with information, but privacy regulations and the elimination of cookie tracking from browsers thanks to ITP and ETP are making it difficult to personalize your website even when users are willing to let you. But what if you adopted a strategy for personalization that works with anonymous information?

Personalization at scale has also certainly been hard to do. So much so, in fact, that we’ve written a whole ebook about what B2B marketers must know about personalization. Marketers have been given tools that require creating new content and crafting manual rules for when that content should be shown. Sure, in theory you can do personalization without martech, but would you want to? And bringing martech into the mix makes it even harder, requiring significant amounts of IT collaboration and support to implement it all. But what if there is another way that requires none of that?

And, of course, many failed personalization projects have failed to prove they delivered the ROI that business leaders expected. But maybe that’s because it’s too expensive to do—obviously, it’s a lot easier to show ROI if you can do it at a lower cost. And if you can make personalization work automatically, it can work everywhere, which means you get the benefit across your whole site not just the few pages you can hand-craft. So, what if there was an inexpensive way to scale personalization?

Believe it or not, the idea of delivering personalization at scale for all your users and at a reasonable cost is not science fiction. After all, does anyone think that Amazon’s personalized experience is being hand-crafted on its pages? Amazon has automated personalization at scale. That’s what you need to do, also.

But you’re right if you are thinking that you can’t do it the way Amazon does. You don’t have Amazon’s data about customers. You don’t have Amazon’s traffic to test the experiences to success. And you don’t have Amazon’s budget to build this technology from scratch.

Fortunately, you don’t need any of those things. Your site can inexpensively and easily create an experience of web personalization at scale. You just need the right tools. Want to learn more? Check out our personalization ebook when you have a moment. Or, if you’re ready, drop us a line and let’s talk about how you can deliver personalization at scale for your website, your customers, and most importantly, for your business today.

It’s the end of the world as we know it (for B2B Marketing)

End of the world. Hyperbole? Probably. But B2B Marketing does feel a bit broken right now.

The most important tools in our arsenal require people to meet people. That’s not happening. So what now? Where should your priorities be? Website engagement is an area to focus on because it’s a good bet (see your analytics data) your prospects are going digital.