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.
Let’s view 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.”
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.
Is martech marketing? Can you market without it? Do mature marketing organizations need to be including martech?
In a recent blog post we mentioned that 67% of B2B companies doing personalization are either entirely or mostly using manual processes for content personalization. That’s an enormous amount of people engaging in manual processes instead of automation. Why does this happen?
In today’s episode of SearchChat, Steve Zakur and I investigate the numbers behind personalization and how many consumers are now demanding it. So why is there so much bad personalization out there? With so many personalized messages feeling like mass marketing, it’s time for marketers to step up and make improvements to their personalization efforts.
Personas have been used for a number of years by B2B digital marketers to craft content that aligns with a visitor’s context. But we all know that personas are also so… 2015. The rise in personalization has revealed both the limits and challenges of persona-based content creation — creating and maintaining content for every persona is a lot of work and getting that content in front of the visitor at the right time is tricky.
Anonymous, behavior-based personalization with GuideBox
Use easy-to-deploy behavior-based personalization to guide your customers to conversion.
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.
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
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.
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.
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
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.
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.
Easy to Deploy
You don’t have to lift a finger.
GuideBox is compatible with your entire content and Martech stack, so that you don’t have to worry about changing anything.
Rapid Time to Value
GuideBox works quickly so that you can see the value of what you’re paying for.
Easy to use machine learning that shows real results.
GuideBox works how you want it to.
Guide Your Customers to Conversions
Start personalizing your website with GuideBox today.
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.
This past year, the demand for 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.