Conversational Landing Pages: One Path to Personalization at Scale
The internet has become saturated with B2B companies promoting content, and marketers know relevant content breaks through the clutter, but personalization at scale?
Bot-enabled website landing pages are an effective, low-risk way to stand apart from the competition with true, personalized engagement. Conversational landing pages use chatbot software to engage visitors while they’re live on your page – where you want them. These website visitors represent your most engaged customers and prospects. Instead of asking for form fills, and then following up, brands can have personalized conversations in the moment. It’s a faster path through the pipeline. Drift, for example, has been called the world’s leading revenue acceleration platform. The chatbot software draws on an industry-leading foundation of conversational marketing and sales.
It’s more important than ever to deliver exceptional, personalized customer experiences all the time across all the channels, throughout the buyer lifecycle. The Drift RevGrowth Virtual Summit on August 26 will be a great place to learn more about personalization at scale. (If you haven’t looked into it, you’ve still got time to register — but just a little.)
Don’t dodge personalizing B2B engagement if the only thing holding you back is lack of knowledge. That problem has been solved. We’ve pulled these together to help close any gaps in your understanding of data-driven personalization at scale.
If you’re not offering personalized B2B marketing, you’re ignoring what has become standard B2B practice. Most B2B buyers now expect brands to personalize even their early interactions. That means you engage based on something you know the person cares about. Otherwise, you don’t get their attention.
Personalization is table stakes, and that puts pressure on marketers to deliver meaningful experiences. The data is there to do it; how to activate it is the game changer. Artificial intelligence shows marketers relevant ways to put data to work. While personalization using artificial intelligence (AI) has been tried and proven, only a small portion of the B2B community feels confident with the technique. That needs to change. Providers like Drift use an AI platform to deliver personalized engagement one-to-one on websites.
Intrigued by an AI-based approach to personalized B2B marketing? This article serves as a quick guide for anyone wanting to become more “AI-aware.” It looks at three ways how B2B marketers can extend AI use cases to make B2B marketing campaigns more relevant.
With everything that’s been said about the need for personalization, it seems crazy to even mention over-personalization. This seems counterintuitive. Afterall, a main benefit of AI is removing the guesswork from B2B content personalization. But it’s a real risk. This article examples three of them.
The degree of personalization AI brings to B2B lead generation is almost limitless, via segmentation, targeting or on-the-fly customization. But with AI’s ability to personalize content so precisely also comes the risk of over-personalizing customers’ content experience. In this piece, True Influence Vice President, Production, Praveen Balla, looks at how AI combined with machine learning (ML) and other tactics, tracks troves of data efficiently and effectively. Moreover, it comes up with valuable insights to fuel quality leads, stickier engagement and steady conversion.
AI never stops learning. With AI, you no longer need to assume anything about your prospects. You can more closely tailor lead generation to their individual preferences and likely responses. Highly personalized creative in support of a single product or channel definitely improves ROI. But it also limits your opportunities for cross-sell or upsell of new products and services that the user might be interested in. Willing to take that risk?
Staying ahead of your competitors to deliver the best experience starts with understanding buyers’ requirements and problems. Use data-driven marketing to improve buyer CX. Many teams have found that a data-driven marketing approach is a reliable solution. This piece looks at ways brands use data to improve B2B marketing efforts and CX outcomes. It notes 75% of companies experience increased engagement when they use data-driven marketing.
The sooner you adopt a data-driven approach, the more effective you’ll be. Data obtained across journey touch points on website or app, from first interaction to last conversion, educate marketers about buyer behavior at each touchpoint. A strategy based on data-driven marketing brings a lot of useful transformation your way along with the agility to respond. Accumulating relevant data from prospects and customers, then analyzing it provides insights into improving CX and the buying journey. Outcomes could be something tangible, like improving your content based on buyer engagement analytics. Or it could be making your brand identity more diverse based on demographic data.
Does true content personalization take time, effort and resources to achieve? Yes. Is it worth the effort? Absolutely, and these resources build the case for why. Another good opportunity you should take advantage of is the upcoming Drift RevGrowth Virtual Summit: Personalization at Scale. Join Drift and thousands of your peers on August 26 to see how the most innovative companies leverage AI to bring personalized experiences to any customer anytime.