The Fundamentals of Website Personalization Strategy [Part 5 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we determined which data sources feed personalization plays. Next, we’ll describe how to develop personalization tactics that best engage your prospects. Personalization tactics are simply […]

The post The Fundamentals of Website Personalization Strategy [Part 5 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we determined which data sources feed personalization plays. Next, we’ll describe how to develop personalization tactics that best engage your prospects.

Personalization tactics are simply the delivery vehicles for your personalization messages. The three main categories of tactics are embedded, overlay, and redirect.

Embedded tactics are the subtlest delivery of personalization. These tactics, including text modification and graphic replacement, present your webpage with more tailored text or relevant images. Personalization with embedded tactics will feel most natural to your visitor – like your product or service was built for them.

Overlay tactics are the most attention-getting delivery of personalization. These tactics, including fly-ins, banners, and modals, are served on top of the webpage, in addition to on-page messaging. Personalization with overlay tactics is most effective for prompting action from a visitor.

Redirects are the most assertive delivery of personalization. This tactic confidently declares, “We know who you are and what you need.” Personalization with redirects is excellent for directing visitors to account hubs, microsites, and webpages for well-defined lines of business.

How will you deliver the perfect message when your target audience visits your site?

Personalization Tactics

  • Text modification – Tailor text on your website including copy, headlines, and buttons. For example, show a light CTA for a first-time visitor and a more aggressive CTA for a repeat visitor.
  • Graphic replacement – Swap out one or more graphics on a page to help engage a visitor. For example, change the hero image to a factory when manufacturing visitors arrive on the homepage.
  • Fly-ins – Slide in a small content block with an image, text and/or CTA. For example, serve a link to the next piece of content in that buyer’s journey.
  • Banners – Drop down a full-page-width bar with informative or time-sensitive text. For example, remind webinar registrants of the upcoming webinar.
  • Modals – Interrupt a visitor with centralized window that requires an action or acknowledgement before continuing. For example, deliver an important product alert only to product users.
  • Redirect – Simply redirect the web visitor to a more relevant webpage. For example, redirect automotive homepage visitors to your existing automotive solutions page.
  • Triggered Live Chat – An interactive chat session triggered for a specific audience with a tailored message. For example, “Would you like to speak with our Healthcare IT experts?”

Congratulations, you’ve finally built a personalization strategy! Are you ready to begin executing? Hang on. There’s one final step in evaluating your results and iterating towards success which we’ll address in the next post!

Tactics for website personalization

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining which personalization tactics are right for your business challenges.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

The post The Fundamentals of Website Personalization Strategy [Part 5 of 6] appeared first on Bound.

The Fundamentals of Website Personalization Strategy [Part 4 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we highlighted how to develop web personalization plays to solve key business problems. Next, we’ll evaluate targeting options to make personalization perform. How will you target […]

The post The Fundamentals of Website Personalization Strategy [Part 4 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we highlighted how to develop web personalization plays to solve key business problems. Next, we’ll evaluate targeting options to make personalization perform.

How will you target visitors?

Now that you’ve identified how you want to group your web audience to meet your business goals, how will you identify which group a visitor belongs to?

It’s helpful to think about the data sources for web audience targeting in two buckets: known and anonymous visitors.

Known visitors have identified themselves via form fill or clicked a link in an email sent through marketing automation. In other words, known visitors have performed an action to which your marketing automation platform has assigned a cookie. Typically, your known visitors represent only 3-5% of your web traffic. This is an important 3-5% as it is made up of hand-raising prospects, pipeline, and customers. However, many members of the buying group will still fall in the anonymous visitor category.

Anonymous visitors are cookied by your marketing automation platform but have not identified themselves by name or email. So how can you personalize without knowing who they are? There are two types of identifiers for anonymous visitors: IP addresses and 3rd party cookies. Each type has its strengths, which is why Bound built 360 Persona Technology TM to layer together multiple data sources to provide the broadest and most accurate identification. Bound’s data partners identify anonymous visitors’ demographics, firmographics, behavior, and intent—you can even layer these elements with your known visitor data.

Bound leverages various data partnerships to help us identify known and anonymous user attributes:

Data Types for Targeting

  • Demographic – Individual attributes such as seniority, functional area, education, income, gender, and age. Partner examples: Bombora
  • Firmographic – Company attributes such as company name, domain, location, revenue, industry, employee count. Partner examples: ClearBit, Kickfire, DemandBase, Bombora
  • Intent – Individual intent based on trends in offsite research performed prior to visiting your site. Partner examples: Bombora
  • Behavior – Behavioral attributes such as time on site, number of visits, remarketing, traffic source, device, pages visited, time of day, IP address and geolocation. Native to Bound
  • Marketing Automation – Visitor attributes from marketing automation and CRM platforms such as marketing program participation, the pipeline stage, custom MAP fields, and lead scores. Partner examples: Marketo, Eloqua

Once you’ve decided which business challenge you are trying to solve, pick your personalization plays and map the data sources you’ll need, you’re ready to tackle tactics!

targeting is an important element of personalization strategy

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining which personalization tactics are right for your business challenges.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

The post The Fundamentals of Website Personalization Strategy [Part 4 of 6] appeared first on Bound.

The Fundamentals of Website Personalization Strategy [Part 3 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we talked through setting goals for your personalization strategy. Next, we’ll describe how to choose personalization plays to meet your goals. How will you solve […]

The post The Fundamentals of Website Personalization Strategy [Part 3 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we talked through setting goals for your personalization strategy. Next, we’ll describe how to choose personalization plays to meet your goals.

How will you solve your challenge?

Personalization plays are meaningful groupings of your web audience for the purpose of reaching your stated business goals. Let’s break this concept down further.

First, personalization plays define audiences both among and within your market segments. You may be wondering why we don’t just call personalization plays “segmentation.” With Daniel Yankelovich’s 1964 Havard Business Review piece, market segmentation became the foundation of marketing strategy. Moving the practice beyond basic demographic information such as age, sex, and income, Yankelovich created the norm of positioning each brand or product for specific need-based segments. While traditional segmentation certainly influences your personalization strategy, personalization plays are often characterized as groups within your defined market segments.

Next, personalization plays are specific to your web audience. Your web audience is unique in two important ways: 1) it represents people who are relatively in-market for your product or service and 2) it is 95% anonymous. Personalization plays must be developed with these concepts in mind.

Finally, personalization plays must point back to your stated business objective. For example, if your business goal is to close deals faster, role-based plays are probably more effective than industry-based plays. By nature, some plays work best for each top-of-funnel, middle-of-funnel, and bottom-of-funnel goals. Others, like account-based plays, apply throughout the funnel.

We’ve outlined the most common personalization plays our customers use to help solve their business challenges:

Personalization Plays

  • Industry and/or company size – Engage prospects or customers from key industries. Leverage existing industry-based content, tailor website messaging and feature relevant products by industry or company size.
  • Account – Engage prospects or customers from key accounts. Determine the optimal message for key accounts and direct those prospects to bespoke content.
  • Role – Engage key buying roles. Direct them to areas of the website most relevant to them and deliver persona-based messaging through their buyer’s journey.
  • Intent – Engage prospects based on offsite intent. Position the right product or deliver a stronger call to action for in-market visitors.
  • Geography – Engage prospects or customers from different geographies. Promote location-specific events, programs, or messaging.
  • Program engagement – Engage prospects or customers based on previous marketing interactions. Use activity from your marketing automation platform to determine what content or messaging to serve.

Each of these personalization plays support business objectives uniquely and require specific types of data to effectively implement.

personalization segmentation personalization plays

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining how to target those prospects to engage them with your plays.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

The post The Fundamentals of Website Personalization Strategy [Part 3 of 6] appeared first on Bound.

The Fundamentals of Website Personalization Strategy [Part 2 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we talked about the importance of having a website personalization strategy. In this post, we tackle setting a goal. What business challenge are you […]

The post The Fundamentals of Website Personalization Strategy [Part 2 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we talked about the importance of having a website personalization strategy. In this post, we tackle setting a goal.

What business challenge are you trying to solve with personalization?

“If you don’t know where you’re going, any road will get you there.”
–Cheshire Cat in Lewis Carroll’s Alice’s Adventures in Wonderland.

As we talk with marketers about their web challenges, this phrase often comes to mind. To develop a web personalization strategy, it’s essential to determine where you want to go. Otherwise, how will you know if you ever get there?

Marketers’ biggest challenge is often determining where to focus their attention. While many executives are told to simply grow revenue, marketers need to dig a bit deeper to align personalization strategies with business priorities.

If at all possible, it is wise to base your personalization strategies on the priorities your business has already defined. The benefits are three-fold: 1) you don’t have to internally sell a new goal, 2) personalization becomes a part of your plan, not something that competes with existing goals, and 3) your organization will care about your outcomes.

Don’t have the clearest business priorities? There are plenty of other methods for setting a personalization strategy:

Examine your lead-to-revenue chain for the weakest link. Do you need to get more of the right audience, increase engagement, qualify leads faster, close more deals or close deals faster?

Determine exactly how you plan to grow revenue. Will your growth come from increasing qualified lead volume, entering new markets, expanding existing accounts, introducing new products or cross-selling existing products?

Identify where you invest the most time or money. Is your investment in content meeting expected payoffs, are your events or webinars getting enough attendance, or could you get more out of your paid media investments?

Most Frequent Solutions

Among our customers, these are the most common solutions pursued to solve pressing business challenges:

  • Conversion Optimization – Do you need to convert more of your web traffic into inquiries to grow the top of your revenue funnel?
  • Pipeline Acceleration – Does your sales team need help converting open pipeline deals to closed-won opportunities?
  • Audience Verification – Is your media team struggling to validate if their media spend is actually engaging key personas on your website?
  • Post-purchase Marketing – Do you need to drive more upsell, cross-sell, or renewal opportunities after a purchase?
  • Site Engagement – Is your website struggling to keep web visitors engaged with the content you have already created?
  • Account Based Marketing – Do you have a specific list of accounts you are trying to grow, and struggle to identify and engage them?
  • Branding & Customer Experience – Are you trying to improve customer satisfaction or improve your brand reputation?

Each of these solutions are unique and need different tactics. Much like the Cheshire Cat advised Alice, you simply need to develop a strategy with a business challenge in mind.

 

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining how to solve those business challenges.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

The post The Fundamentals of Website Personalization Strategy [Part 2 of 6] appeared first on Bound.