Imagine a world where every time a prospect landed on your homepage, they were presented with content tailored specifically to their traits and interests. Intellimize can automatically update pages to meet individuals based on who they are and where they are with you in the funnel.
Tailoring a prospect’s experience starts with associating the visitors with some info that you already know or can learn. Intellimize can then modify the page to show your variations based on the criteria/attributes you’ve defined (e.g. by solution, industry, funnel position, or targeted audience).
B2B services, like Clearbit, KickFire, and Demandbase, generate business profiles for prospects that visit your site. Using reverse IP lookup, these services provide details about the visitor in the time it takes the webpage to load.
Take stock of the first-party data (i.e. insights you’ve learned/collected) and third-party data (i.e. info you’ve acquired from other companies) you have to leverage in customizing the prospect’s experience. Some examples may include:
You can learn a lot about who a prospect is by what they view and engage with because that’s what they’re interested in. How a prospect interacts with your site can be matched to different attributes (e.g. industry, role, funnel position).
Something to consider is simply asking the prospect more about themself. You could leverage chatbots to ask targeted questions or provide a floating widget, which can be dismissed, with similar types of engagement questions. You might even prompt them with an option that says “Personalize this page for me,” which can be acted upon.
Always keep the prospect’s journey with you in mind and try to meet them where they are. Think about how you might engage with them based on where they are at that moment, literally and figuratively.
Where are they? Every website is unique, so you may have several different points of engagement to consider.
How do you meet them where they are? This depends on your business goals and what you know about them. The idea is to engage with the prospect with the appropriate tone and content based on the stage of their journey. Consider adjusting your tone and messaging based on:
Whether you’re learning about your prospect on the fly or you already know who this prospect is, leverage what you know to tailor their experience. Always consider how you can leverage your prospect’s data and behavior to enhance and personalize your content to fit them.
Aim to surface what’s relevant and important to them; hide or filter out what’s not. Make their journey with you feel like “it was meant to be” or a “happy coincidence that all the pieces fit together nicely.”
Leverage your data sources to come up with a picture of who this prospect is. Consider personalizing verbiage based on:
ServiceTitan caters to several trade industries. In the image below, their HVAC solutions page could be leveraged to bring the homepage to life as a dynamic landing page whenever Intellimizes recognizes a prospect is in the HVAC industry.
Variations could pull from ideas on this page or similar HVAC themes.
Think about how you’d talk to the person if you were talking to them in real life. Often your tone and what you say will change based on how many times you’ve met the person and what their perceived interest level is.
For instance, you wouldn’t just jump into your first conversion with someone acting like you’ve been best friends for years. It’d sound fake and you’d instantly lose some trust.
Similarly, consider crafting variations with a variety of messages and tones for each stage of the funnel and repeat visitors.
For upper-funnel prospects, your variations might promote discovery, highlight case studies, and cater to prospects that want to research more. While the following example has a “Start free trial” CTA, the focus is on exploration and learning.
For lower-funnel prospects, you might have variations that show something more concrete, pushing them towards your solution/trial/demo. The following example is more specifically tailored and has three CTAs to try the product, focusing more on engagement, before presenting a case study.
If you have different offerings or messaging that you want to present to prospects based on their region, you could create variations that leverage their geolocation to do this.
Snowflake lets you register for live demos by region (Americas, APAC, and EMEA). You could use the prospect’s geolocation to preselect their region or only show demos for their region (i.e. hide demos for other regions).
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