While it’s been argued that the traditional marketing funnel is dead and that buyers do not flow linearly through discrete stages, the stages of the funnel do help us think about the unique needs that buyers face at different points in their journeys. When we look at the buyer’s journey for B2B technology products and services, it’s clear that your customers have a variety of different goals, starting from the beginning of their search and continuing through their ongoing usage of your solution.
Personalization helps you ensure that no matter where a visitor or customer falls in his journey, you are providing him with the resources he needs. This infographic provides valuable tips on how to apply personalization across the buyer’s journey.
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Example Buyer’s Journey
As the infographic shows, at each stage of the journey you need to identify the criteria to use to personalize and the content or messages to be personalized. Let’s walk through an example.
Pre-Purchase
Assume that I am an executive looking into the type of product or solution your company provides. When I first land on your site, I need to determine whether your business serves my needs. Using an account-based marketing approach, you can personalize this first page to my industry or company so that I see relevant headlines, images or introductory copy to help me immediately assess your solution’s relevance to me.
To help me learn more about your solution, you can offer the right videos, eBooks, webinars, and more based on my persona and intent. One of the most impactful ways to do this is to offer progressive CTAs to guide me through consideration and evaluation, starting with a high-level piece of content and continuing to get deeper as I engage with your site. Ultimately, you will want to ask me to sign up for a free trial or a demo – but only when the time is right.
Here’s an example of how we do this on our own site.
Post-Purchase
After I become a customer, you can identify my use case, industry and/or persona to provide the most helpful tips to onboard me as a user. You can continue to leverage my engagement level with the product (as well as monitoring for the features I haven’t used) to provide real-time tips, encouraging me to get the most out of your product.
You can use my behavior to time upsell or cross-sell messages appropriately. Finally, you can identify whether anyone in my company is a power user and reach out at the right time for reviews and referrals.
Final Thoughts
You already have specific content, messages and CTAs to share with your visitors at each of these stages to help them along to the next stage. But their unique industries, personas, use cases, content preferences, etc. dictate what information will be most relevant to them. Personalization allows you to tailor your experience to each buyer’s unique needs and stage in the journey.
For more ideas on how to use personalization across the B2B buyer’s journey, download our latest eBook, Driving Success with Personalization for B2B Tech Marketers.
Personalization Across the Buyer’s Journey [Infographic]
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