B2B Digital Marketing Strategy Survey Results

Our most recent email series introduced a step-by-step approach to website personalization strategy. The strategy series outlined the five elements of a successful strategy: Solutions, Segmentation, Targeting, Tactics, and Optimization inspired by the Website Personalization Strategy eBook. In each email, we asked our B2B marketing subscribers one question about their digital marketing strategy. Let’s take […]

The post B2B Digital Marketing Strategy Survey Results appeared first on Bound.

Our most recent email series introduced a step-by-step approach to website personalization strategy. The strategy series outlined the five elements of a successful strategy: Solutions, Segmentation, Targeting, Tactics, and Optimization inspired by the Website Personalization Strategy eBook. In each email, we asked our B2B marketing subscribers one question about their digital marketing strategy. Let’s take a look at what you all had to say.

What is your #1 marketing challenge?

50% of marketers surveyed answered “Not enough qualified leads.” This echoes the most common goal that our customers seek to solve with personalization.

Are you segmenting your website audience for anonymous visitors?

Only half of respondents are segmenting for anonymous visitors—that means the other half are ignoring 95% of their audience.

How are you targeting with paid media?

A significant 86% of marketers surveyed said they are targeting their paid media based on buying role or persona attributes. It would be seamless for the majority of B2B marketers to mirror this persona-based experience on their website.

Where are your buyers abandoning their journey?

30% of respondents don’t know where buyers are abandoning their journey and 60% know they’re dropping out of the journey in the Consideration and Decision phases. There is an urgent need for responsive nurture throughout the buyer’s journey.

On average, how often do you review your digital campaigns?

Over half of the marketers surveyed review their digital campaigns weekly. All of your digital campaigns drive to your website. How often are you reviewing and optimizing your website strategy?

Get the definitive guide to a successful website personalization strategy in the Website Personalization Strategy eBook.

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The post B2B Digital Marketing Strategy Survey Results appeared first on Bound.

Increase Conversion with Personalized Live Chat

Being greeted by a sales associate is more pleasant than not being addressed. However, the interaction rarely goes beyond, “welcome in” and perhaps a “hello” back from the person browsing. It’s an impersonal, passive interaction because you know that’s what they say to everyone who walks through their doors. Wouldn’t you be more likely to […]

The post Increase Conversion with Personalized Live Chat appeared first on Bound.

Being greeted by a sales associate is more pleasant than not being addressed. However, the interaction rarely goes beyond, “welcome in” and perhaps a “hello” back from the person browsing. It’s an impersonal, passive interaction because you know that’s what they say to everyone who walks through their doors.

Wouldn’t you be more likely to engage with the sales associate if the conversation was tailored to you? What if, instead of “welcome to Apple!”, they said, “how’s your iPhone 6 treating you?” (Yes, I have a 6. No portrait mode for me.) Or, “did you know that we have a new iPad accessory specifically for demand gen marketers?”

Now, compare this to the impersonal, digital buying experience. B2B marketers have realized the importance of having live chat on their site. Statistics show that, on average, only 2% of website visitors convert to an inquiry or sale. However, live chat can help this abysmal conversion rate by helping generate 4-8x more leads.

B2B marketers know that a website visitor who engages with onsite chat is more likely to result in a conversion. Now, they’re taking it a step further by dynamically changing a generic greeting to a custom one served to the right person at the right time.

Benefits of Personalized Live Chat

Marketers are increasing engagement with live chat when the message is tailored to an attribute about the visitor. Visitors are more likely to respond when a chat prompt speaks to their industry or function.

Marketers are increasing quality of live chat conversations by choosing who should be invited to a personalized chat. It’s easy to waste time responding to chats with out-of-market visitors. Instead of greeting everyone who walks in the door, greet only those who fit an ideal customer profile.

Marketers are increasing conversions from live chat by choosing when to serve personalized chat. Most visitors aren’t ready to talk to someone after gathering only three seconds of information. Live chat is most effective when served on a second page in a session or even a second visit.

Personalized Live Chat in Action

A large IT solution provider connected a messaging platform to the Bound personalization platform to serve a personalized live chat feature on their website. The company’s goal was to earn more qualified leads from live chat conversations.

First, they segmented their audience into key industries including finance, quality assurance, IT, consumer, consulting, and general traffic.

Chat icons and CTAs based on industry

Then, repeat visitors were greeted with an industry-relevant message in the chat box, leading to successful conversations 6 out of 10 times the personalized live chat was served.

Do you think you could generate more qualified leads from online chat? Contact us to find out how we help B2B marketers serve custom chat messages that convert leads faster.

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