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.

About Us

Who are we?

B2B personalization that drives conversions

SoloSegment makes website conversions easier using behavior-based content recommendation to improve journey progression.

about

Lead qualification happens online, and quality content is vital for journey progression. But your content is increasingly gatekept by Google. Prospects who do find your site enter through different channels and at different stages, they can bounce around or get stuck, they can exit back to Google. B2B businesses like yours suffer from high bounce rates and exits.

Your prospects need to find the right content at the right time so sales can progress. That’s why SoloSegment provides personalized content recommendation for your customers.

What we provide

Content discovery through behavior-based personalization

Quality content isn’t enough for your website’s ability to sell. You also need navigation that guides a customer seamlessly toward conversion.That’s where SoloSegment steps in to provide effective software solutions for effortless navigation. 

Our GuideBox technology recommends the next best piece of content for your prospects to progress their journeys. Behavior-based personalization uses your own website data to determine what prospects need before they know they need it. You can use the content you already have. We just deliver the content where it should go.

Check out GuideBox to give your prospects what they need.

Content Discovery

Our approach to software

AI only matters if you can see the value

SoloSegment uses machine learning and text analytics to model visitor behavior and predict what content is needed to progress a journey. Over time, GuideBox does a better and better job of improving your customer’s experience as it gains feedback from visitors. With better content recommendations, users are more likely to find high-quality information and are more inclined to convert. And with our analytics database, you can watch it happen.  

Learn how our content recommendation works.

approach to software

How we're different

Most marketing automation misses the point

  • Effectiveness. Most content marketing tools focus on efficiency: scaling marketing activity at low cost. But you need to deliver content that actually leads to sales. Our technology automatically targets the right customer with the right message.

  • Measurable results. GuideBox improves your site over time using in-depth analytics so you can prove success.

  • Easy to implement. You may already have a personalization technology. Are you using it? We aren’t here to give your IT team more work to do; it’s as simple as adding a JavaScript tag. There’s no additional work for your content team either: we use the content you already have to progress journeys.
Learn what GuideBox can do for you.
Marketing Automation

What we value

Personalization without personal information

At SoloSegment we are ditching the use of excessive personal information. Maybe that’s weird for a personalization company, but we all know customers are increasingly wary of how their data is being used—and abused.

So we do personalization without it.

Instead of tracking personal information, we’re using on-site behavior to offer content suggestions, as well as improve website search. And the data is clear: it works.

Discover how GuideBox is carving a new path for personalization.

personalization

Let us increase your marketing yield.

You have the content. We have the tech to make it effective. Use the data we provide to improve conversions and guide your customers to the content they need. Our solutions are a great match for many large B2B enterprises. GuideBox incorporates behavioral personalization to offer relevant content discovery.

Get connected with us. We’ll reach out for a quick conversation to see if your business challenges align with our solutions.

Our Team

Steve Zakur

Stephen Zakur

CEO

Mike Moran

Mike Moran

Chief Product Officer

Deb Schroeder

Deb Schroeder

President and Chief Operating Officer

Tim Peter

Tim Peter

Senior Advisor

Angela Wu

Angela Wu

Director, Customer Success

Shamoy Baker

Shamoy Baker

Software Engineer

Abdullah Noman

Abdullah Noman

Software Engineer

Quddus

Abdul-Quddus Adeniji

Software Engineer

Philippe

Philippe Clesca

Software Engineer

Dylan Wroblewski

Marketing Manager

Our Advisors

Rachel Orston

Rachel Orston

Jon Prial

Jon Prial

Philip Resnik

Philip Resnik

Mark Schaefer

Mark Schaefer

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SoloSegment is a proud member of the Digital Analytics Association​

MarTech Outlook Marketing Analytics Solution Provider

In 2018, MarTech Outlook named SoloSegment one of the top ten solution providers in Marketing Analytics.

Opportunities And Gaps In MarTech

Last week I was asked what the biggest opportunities and gaps are in the MarTech stack. It’s an interesting question when one considers all the technology that’s available in the market. While I could opine on features and functions that I’d like to see, what really bugs me is the fact that so much of the overarching promise of marketing technology remains unfulfilled.

Is website personalization for your visitors… or for you?

Let’s view website personalization through your visitor’s eyes

Anyone who has kept up with me on just about any social media platforms knows I’m all about music, and my guilty pleasure – always – would be investing in a new guitar. Or, y’know, guitars. More is better. And if I were to visit a music store that collected data on visitors, they’d know I like a certain make of guitar (I do) and that, for example, I bought two last year and have only bought one so far this year. Maybe, the bright salesperson thinks, “this guy needs need another axe.” 

The Challenge Of B2B Website Personalization

Since the beginning of the year, I’ve had 147 conversations with B2B marketing leaders. These aren’t sales calls. I’m not pitching anything. They’re conversations about the issues that are top of mind for these professionals. I guide these discussions with questions around areas we’re interested in, but the main goal is to get a sense of the market. It turns out that personalization is a top-of-mind issue.

GuideBox

PERSONALIZE BETTER

Anonymous, behavior-based personalization with GuideBox

Use easy-to-deploy behavior-based personalization to guide your customers to conversion. No cookies. No problem.

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Customers demand better website personalization

Customers expect a personalized experience. But they are tired of bad personalization and personal data misuse. GuideBox provides anonymous, behavior-based website personalization to drive leads for your business.

Lead identification and qualification happens online, and quality content is vital for journey progression. Your visitors are already telling you about the connection between their intent and the content that helps them achieve their goals.

We collect that data and use it to power a personalized experience. This enables you to use totally anonymous data to provide your customers with the content they need, before they know they need it.

WHY GUIDEBOX?

B2B buying processes are complex. You have multiple personas doing research across multiple visits. It’s hard to build and maintain an effective content strategy. But it’s not just the content that’s hard, it’s the behavior. 

Bounce rates are higher than you’d like. Conversion rates are stubbornly low. You need a way to connect visitors with the right content that you already have. Anonymous behavior-based personalization makes that possible.

With GuideBox you can provide a personalized and relevant experience that leads to more conversions. Connect with an expert.

WHAT IT DOES

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Better Marketing Outcomes

GuideBox helps your customers find what they’re looking for, automatically, with quantifiable results. GuideBox provides website users with content recommendations based on aggregated historical behavioral data. GuideBox’s fast and measurable results allow your visitors to achieve their goals while you grow your business.

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Anonymous Data

Every day it seems like there is a new privacy regulation restricting marketing use of personal data. Instead of adjusting your approach with each new law, use anonymous data that will never be regulated. GuideBox analyzes previous patterns of visitor success to recommend the right content to the next visitor.

Web Design

Integrated Systems

Many "Best of Breed" MarTech solutions struggle to work with the rest of your MarTech stack. GuideBox's API allows you to easily share data with other MarTech components. Want to use GuideBox's content recommendation in your CMS? No problem. Share Guidebox data with some other component? That works too. Unlike many SaaS solutions your data isn't trapped in a silo.

HOW IT WORKS

GuideBox gathers, evaluates, and models visitor behavior data to automatically improve your website customer experience. GuideBox also gathers information about intent, context, and content to better hone recommendations. All this data is taken into account to create the best experience for that individual.
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JS-based Data

You may already have a personalization technology. Are you using it? The complexity of creating content, engaging IT, and maintaining your MarTech stack is often overwhelming. GuideBox works by simply adding a JavaScript tag to your website. The JavaScript collects data and presents recommendations to your visitors, automatically improving the customer experience. No more struggling to use the product you’re paying for, simply plug it in and you’re done.

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Machine Learning

Discerning what visitors need in a given moment requires a complex analysis of behavior and content data. GuideBox utilizes a variety of technologies -- including machine learning and text analytics -- to model behavior and predict what content is needed in a given moment to progress a journey. Over time, it will do a better and better job of improving the customer experience as it gains feedback from your visitors.

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Recommendations that Convert

With better content recommendation, users are more likely to find high quality information and are more inclined to convert. We'll show you the data. More importantly, we'll put the data to work.

software features

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Easy to Deploy

Simply plug GuideBox into your JavaScript and let it work.

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Automatic

You don’t have to lift a finger.

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Integration Friendly

GuideBox is compatible with your entire content and Martech stack, so that you don’t have to worry about changing anything.

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Rapid Time to Value

GuideBox works quickly so that you can see the value of what you’re paying for.

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Practical AI

Easy to use machine learning that shows real results.

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Configurable

GuideBox works how you want it to.

6 Truths About Personalization

Research shows that two-thirds of B2B buyers will switch brands if a business doesn’t personalize the content and experience they receive. When done right, personalization drives a 6x increase in purchase intent. But doing it right isn’t easy. Too many B2B marketers try to scale their personalization efforts manually or haven’t bothered to personalize at all, resulting in frustrated prospects – and lost sales. That doesn’t make sense.

It doesn’t have to be this way. You can deliver the personalized experiences your customers demand. You can do it at scale. And you can do it with less investment than you might think.

This new report from SoloSegment shows you how.

Get the Report Now

Guide Your Customers to Conversions

Start personalizing your website with GuideBox today.

Keep Your Content from Disappearing into the Blogroll

Your content marketing is too valuable to waste

How findable is the content on your site? If the answer is that you aren’t sure — you may have a problem. And you aren’t alone. Many marketers spend great lengths of time on content marketing. But a lot of that content goes unread. The main problem is that the people you want to read it can’t find it.

The Need for B2B Website Personalization

This past year, the demand for website personalization is at an all-time high.

According to a 2019 Lytics white paper, two-thirds of customers want brands to adjust content based on their real-time context. Over 40% are annoyed if you don’t. And another two-thirds of those said they skip making a purchase out of annoyance. Successful B2C personalization has become the expectation.

That’s not just a problem for retail.