Create Website Personalization Strategy for Target Accounts

  • Updated

Solutions to Use

  • Demandbase ABM Platform (Required)
  • Engagement Solution (Required)

Overview

You only have about 10-20 seconds to capture the attention of B2B buyers on your website. If your buyers don’t see what they’re looking for, they’re likely to get frustrated and leave. An effective website personalization strategy enables you to immediately engage target accounts with a personalized experience that is relevant to them and move them through every phase of their journey.

To customize your site, you select the page and page elements you wish to personalize for a given audience segment, such as a hero image, message, or call to action. Demandbase will deliver the personalized content you’ve specified based on visitor segment.

You can personalize the experience on your website for any of the audiences you’ve set up in the Demandbase Platform to increase engagement from the right accounts. For example, you can display unique, industry-specific messages that are personalized for each account on your list based on whether the account is a customer or prospect. This helps get the visitor to high value content that is most relevant to their business needs, leading to increased engagement. Similarly, you can personalize the experience by company name or your own custom attributes. The image below is an example of a website using Demandbase Site Customization to deliver content personalized by account.

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Steps

To get started, follow these steps:

  1. Identify High-Value Pages and Key Engagement Metrics
  2. Set up a Segment and Experience Using Site Customization
  3. Measure Results

Step 1: Identify High-Value Pages and Key Engagement Metrics

To personalize your high value pages for your audience segment, you can identify high-traffic pages and other key engagement metrics using the Demandbase ABM Platform and other third party tools such as Google Analytics and Adobe Analytics. For most companies that’s often the homepage, product pages, campaign page and contact/demo pages. Below are some examples that show how you can identify high value pages and other key engagement metrics.

Example 1

In the ABM Platform on the Website Activity tab you can view website activity for each audience including: total sessions and pageviews, the last time a user from that audience was on your site, and how this activity has changed over time. You can also see which specific content is being consumed by accounts in this audience which allows you to quickly identify the high-value pages for this audience. In the example shown below the top page visited by Enterprise Target accounts was the Demandbase home page which was visited by 506 accounts and had 2,860 page views.

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Example 2

You can use reports in Google Analytics to identify high-value pages and other key engagement metrics such as: industry type,  pageviews, average time on page, entrances, bounce rate, % exit and page value. In the example shown below, software and technology companies visit the ABM Summit page often (see row 3) which is an indicator that the ABM Summit page is a high value page. The high bounce rate of 71% on this page is an indicator that engagement on the ABM Summit page needs improvement.  You can improve engagement by adding personalization for software and technology companies each time they visit the ABM Summit page.

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Tip

Recommended engagement metrics to gauge your success with engaging accounts on your site include: goal pages, pageviews/session, bounce rate, high value content, and % of visited that are engaged.

Step 2: Set up a segment and experience using Site Customization

Once you identify your high value pages and key engagement metrics, you are ready to set up an audience segment and a new personalized experience from the Site Customization tab in the Engagement area of the ABM Platform.

2.1. Setup a Segment

When you create an experience you first set up a segment which is made up of specific attributes or high level rules that identify the audience you want to target for your personalized messages. In the example below, the segment is made up of Enterprise Software accounts. The attributes that were selected to identify this segment are: Industry = Software and Revenue Range is $500 - $1B.

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2.2. Create Experience

After you set up a audience segment, you create a new experience by selecting the high value pages you want to change such the Home Page. In our example below, the Demandbase home page is selected.

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Next, you select the items on the page you want to personalize. In the example below, the main home page headline is selected.

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Enter your personalized message for this audience segment and imagery. In the example below the home page headline was changed from “Bring Your Key Buyers into Focus” to “Bring Your Technology Buyers Into the Spotlight”.

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2.3. Preview Experience

Preview the changes you made to the page. In the example below you the home page headline was changed to “Bring Your Technology Buyers Into the Spotlight.”

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After you are satisfied with your changes, you activate and submit your changes. This does not immediately publish your changes. You notify Demandbase via email to make the required configuration changes on Demandbase end in order to publish.

2.4. Test Your Changes

Demandbase can provide you with a test URL for you to test your changes. For example, https://www.website.com/?personalization=Segment-<segmentName>. A support engineer will reach out to you within 24 hours with links to test the new experiences. If you do not receive correspondence within 24 hours then we recommend that you send an email to support@demandbase.com and include your CSM to make sure that the necessary code changes are made.

2.5. Set Up Event Tracking in Google Analytics

In order to measure performance for this experience you set up event tracking in Google Analytics so that Site Customization can send events to your Google Analytics (GA) reporting suite.

2.6. Go Live

Provide approval to your Demandbase team so they can switch the personalized experience Live. Your Demandbase team will make the necessary changes in the configuration to turn the experience Live on website. The changes start appearing when a visitor from the defined segment visits the website.

Learn More

Step 3: Measure Results

Once your experience is live you should monitor and measure how well your key messages and imagery are performing for the accounts that are important to you. In order to do this, you should gather baseline data before you make your experience live. Based on your performance results compared to your baseline metrics, you can change your personalization strategy to get the best results. It’s important to remember that personalization is an ongoing process that requires consistent maintenance and measurement. You can measure and monitor your results using the ABM Platform and other third-party tools such as Google Analytics and Adobe Analytics.

Example

Using the ABM Analytics available in the ABM Platform, you can compare an audience’s performance during 2 different time periods. In the example below, the ABM Stack Evaluator audience baseline metrics (shown in light blue) were taken from July 1, 2019 to September 30, 2019. After the baseline metrics were analyzed, Site Customization was used to implement a personalized message campaign for this audience starting on October 1, 2019 through December 31, 2019. The results of this campaign are shown in dark blue in the example below. The results show that the personalized message campaign was successful. The “Total Won” metric on the left of $6,359,046 represents the revenue generated from your engagement tactics and the opportunity close rate of 11.1% represents the percentage of opportunity stage accounts that are closed/won within the given time period. In addition, there was an increase in accounts engaged on the website (240 accounts vs. 132 accounts) as well as accounts that are more likely to close (25 accounts vs. 13 accounts).

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