How Does Dynamic Content Personalization Work for B2B?
Automated, dynamic content creates a more personalized, one-to-one sales experience for each prospect. Through web technology, an organization collects data from prospects through landing pages, forms, and progressive profiling. Advanced algorithms dynamically change the content consumption options, format and placement on a website or blog, and delivery mechanisms—based on each individual user’s behavior.
The content itself has to be incredibly valuable and relevant in order to incentivize prospects into providing their contact information. As Stephanie Miller wrote for Clickz, “The best strategy is how to be helpful to your audience. If you sell books, help people connect with the kinds of books they like. If you are a restaurant chain, help people make plans with others, or join new communities to dine out more. If you sell cookware, create cooking tips.” Providing value upfront creates trust with the brand, and prospects are more likely to engage—ultimately converting into customers and then eventually, brand advocates.
Here are four dynamic content personalization solutions to consider:
At the intersection of personalization, optimization and automation—and touted as the “Algorithm That Is Changing Marketing”—BrightInfo offers a sleek and easy-to-implement solution that works best for organizations with valuable content that can be gated.
A 230% increase in conversion rate from your website is more than possible; According to BrightInfo, the best way to personalize your content creation and delivery is their 4-step process:
Be Proactive in Your Content Approach
Initiate the content creation, initiate the content interaction with your website visitors.
Create Personalized Content
For the various decision makers, for the various stages of the buying journey. Be informative and educational, not just self-promotional.
Personalize the Content Experience on Your Website
Make sure each website visitor is matched with the most relevant content for them at the right time during the natural browsing flow using:
Personalized Content Recommendations
Fully automated, fully customizable, algorithm-based widgets that are unobtrusive. The algorithm learns the website’s content assets, analyses visitor behavior in real time and recommends them the most relevant content in pivotal points during the natural browsing flow, through a dynamic set of widgets.
Get Smart Content
Depending upon your budget and existing marketing platform, Get Smart Content may be another option to consider for dynamic content personalization. Their admin panel looks similar to a well-designed business intelligence platform.
Every great customer interaction starts with the right data.
We know that building a thoughtful personalization strategy requires a deep understanding of your audience. Our connections to best in class marketing platforms to provide a comprehensive look at your audience and the actionable insight you need to drive website conversion.
Evergage is another real-time personalization platform, “fast to implement and easy to use, without developers!”
Marketers today recognize that success depends on customers having great experiences.
What makes a customer experience great? The key is to make each customer feel special. People want to be remembered, understood, supported and even surprised and delighted – not treated like everybody else. Companies who put this into practice vastly outperform their competition.
Core to “personalization” is the word “person.” With Evergage’s real-time personalization platform, you can systematically understand and interact with each person that visits your site or uses your app – one at a time, “in the moment” and at scale – to deliver a maximally relevant, individualized experience.
Evergage offers a free, no risk proof of concept engagement for 15 days.
And lastly, Progress Sitefinity calls this Customer Journey Personalization.
Predictive personalization enables you to target the right people with the right message in real time, and create a sustainable strategy to build one-on-one, personalized conversations that delight and convert net-new customers, or have higher value conversations with existing clients. The personalization engine enables you to target various groups of prospects and turn them into buyers, using a recommended “Best Next Experience,” which has been proven to increase the chance of converting prospects to customers.
Personalization by Persona
The Sitefinity Digital Experience Cloud assigns each visitor to persona profiles based on their unique problems and interests, enabling you to create messages that resonate. It predicts when a visitor is an IT or business professional, consumer or enterprise buyer, or any other visitor type relevant to you.
Personalization by persona enables you to take data insights and directly apply them to content targeting, creating a relevant, personalized experience for each persona.