The Polished Geek Blog
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Get Practical: Targeted Ways to Segment Your B2B Audience for Personalization


As a B2B enterprise, you want to bring prospective clients and customers to your website.

But it does you absolutely no good if users click through to your site — and then click away within seconds. You need to attract (and keep) their interest.

That's the whole point of website personalization. When your visitors see a website that speaks to their unique needs, they tend to stick around.

They explore. Sometimes they convert.

As a B2B business, if you're not personalizing your customer experience, you're losing potential customers and harming the brand loyalty of existing ones.

But let's assume you already know that.

You're onboard with personalizing your landing pages. The next question: How exactly do you do that?

How do you segment your B2B audience effectively to attract and retain the customers you want? Let's take a look at a few approaches.


Use Demographics

You get a lot of information just from the IP address of the visitors checking out your site.

Where are they located?

What language might they speak?

What company are they coming from?

When you know Geo-location data, you can personalize your website to direct visitors to your nearest brick-and-mortar location.

You can provide customer testimonials from clients who are local to your visitors, leveraging their familiarity.

Suddenly your business seems much more relevant, all because you personalized a landing page using a bit of IP data.

Demographics can help you make other wise choices regarding personalization, too. From that IP address, in many cases you'll have access to B2B information including the industry of your visitor, the size of their company, even their estimated annual revenue.

Empowered with that information, you can make smart choices about what content to show on the landing page they see, and the rest of your site as well.

Add in one more layer of personalized targeting possibilities when you know the job title of your visitor.

Now you have data you need to target email campaigns and offer even more carefully targeted products and services.


Use Analytics

Data is the key to effective website personalization — and analytics are the key to studying and understanding that data.

Analytics tools that focus on user behavior collect every scroll and mouse click of your visitors.

Through analysis, you can uncover patterns of behavior that let you more accurately categorize your visitors into marketing segments.

Then through personalization, you can optimize the website experience for each of those segments, encouraging the behavioral patterns you want to see repeated, the ones that lead to conversions.


Pay Attention to Context

Visitors come to your website at different times of day and from different sources.

All of those contextual clues you pick up about your visitors can provide valuable information to help you personalize your website more effectively.

For example, what does it mean if a visitor starts browsing your site on the weekend?

In a B2C context, it probably means they're shopping, but for a B2B business?

Are they letting weekday frustration with a current supplier drive them to find new solutions on the weekend?

Are they thinking about asking for a demo during the upcoming week?

Analyzing behavioral trends and data can help you determine how to have your website automatically respond to weekend B2B visitors, all while you enjoy some well-deserved time off.

Here's an example. You may want to create a dynamic call-to-action for repeat visitors who drop by again after hours. If your standard call-to-action is to ask them to "Call Now", you may lose a potential client if they try to call on a Sunday morning, while the office is closed.

Instead, you'll want to come up with several options on how the call-to-action should change, based on everything you know about the visitor.

Knowing where your visitors are coming from can also help you design targeted personalization on your site.

Visitors referred by a link on an industry blog that praises your company or from the announcement of a recent industry award you've won likely have a different intent in visiting than someone just clicking through from a regular Google search.

A website empowered with a personalization engine can adapt and display different content based on the referral link the visitor used to get there.


Keeping Things Practical — And On Point

You have so many options with personalization that it's tempting to overdo.

Keep your goals in mind: You're personalizing your website pages to provide value to your customers, not just because you have the tools to do something novel and cool.

Ask yourself: Are you streamlining the path so your customers can find solutions to their problems?

Are you making it easier for them to understand what you offer?

Finally, always assess the effect of your personalized pages on your visitors' behavior.

Through continuous monitoring and testing, you can keep tweaking your personalization choices over time, creating the most dynamic and best converting site possible.


So how do you use personalization today?

Do you feel you can do more to personalize your site? Are you struggling to decide where to begin?

Share a comment and let us know.

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