OCTOBER 24, 2017 BY PRAVEEN SHRIVASTAVA

Creating Personalized Buyer journeys with a Content Engagement Platform

Creating Personalized Buyer journeys with a Content Engagement Platform

Serious Prospects Research before engaging with your Sales

It’s now widely accepted that customers now cover up to two thirds of the buyer’s journey on their own (study of 300 senior salespeople by SiriusDecisions) using digital channels to educate themselves about a particular brand and its offerings on external websites, social networks and on brand’s website. A brand’s website, hence, becomes the first touchpoint with a prospect in his/her journey towards becoming a customer, till the point that she is ready to talk to a sales rep or make a purchase on the website.

Why Most Visitors Leave

Content marketers in general do a great job at creating content to meet the needs of customers, be it blog posts, infographics, videos, white papers, case studies etc. However, once a visitor comes to a site, its left to her to find the right content. Which is why the average time that a visitor spends on a site is just 15 seconds before leaving (based on a study by ChartBeat looking at two billion visits across the web over a month)! A small fraction of your visitors engage with your content in a meaningful way.

Personalization makes visitors stick around

By giving relevant content to visitors while they are on your website, a.k.a, with personalized engagement, the critical success metrics of customer engagement on a website are known to improve – bounce rates go down, time on site and pages viewed go up (study by VentureBeat). Customers in the middle of the funnel typically binge read content during their research to find solutions to their problems, but only if they find the right content.

Personalization in B2B vs. B2C

We have all experienced personalization on sophisticated consumer services like Netflix and Amazon. Such services employ hordes of data scientists with Phds in Math, Statistics and Computer Science to collect the data and figure out what would make sense to recommend as the next step for our experience be it entertaining ourselves or buying the next cool gadget. However, when it comes to B2B websites, it is rare to find anything that resembles personalized experiences. Since businesses selling to other businesses focus more on account-based techniques, it becomes critical to tailor the personalized experience from an account-based marketing point of view.

  • We have become accustomed to previews and free premium content in B2C.
  • We expect sophisticated recommendations to think less and experience better.
  • We expect least friction when consuming content.

Most of us as B2B marketers, would agree that the above expectations are not out of realm when it comes to B2B content experiences and we ourselves would love to have them.

Delivering Personalized Buyer Journeys with Qwardo

A content engagement platform such as Qwardo can identify and classify anonymous visitors automatically by one or more of the following criteria:

  • Company/Industry
  • Location
  • New, Repeat visits
  • User behavior and Engagement: topics, pages browsed
  • Campaigns (based on UTM codes or other parameters)

Once visitors are classified as part of a segment, visitors can be proactively engaged with a series of personalized CTAs/content offers, either as popups or embedded on pages, as they are browsing the website. These CTAs could be content recommendations, poll questions, information about upcoming events (such as industry events, online virtual events/webinars) or signup forms (e.g., for trials, free accounts). Marketers could get a lot of feedback by analyzing the interactions of visitors with the personalized CTAs, especially with poll answers.

Automating the Buyer Journey

It is not always possible to direct a buyer journey as each customer is unique. Some may convert immediately as they are ready to talk to your sales. Some may be in the awareness stage and hence need a bit of education. Some may be focused on the why question. Some may be focused on the how question. Whatever may be the stage of the journey, a content engagement platform should be able to deliver relevant content for the next step. While different vendors take different approaches, Qwardo takes an interest-profile based approach to recommend content based on the information we have on the visitor.  These interest profiles are created as a set of topics that cover the content consumed by a visitor or other visitors of the same company or segment. Since Qwardo identifies and tracks behavior of all visitors, the CTA recommendations are personalized and intelligent. This is truly one on one marketing.

Use Cases for buyer journeys using Qwardo
Industry/Product/Service based Journeys

B2B marketers can group accounts from the same industry and geography to create a Segment on Qwardo. Then configure a buyer journey using a series of CTAs, including polls to understand the needs of such visitors, signups for events/webinars/newsletters, recommend relevant case studies, white papers, videos to take customers from awareness to consideration. Content consumption insights for each account and each content asset would further help in optimizing the journey and uncover interests of accounts.

PPC/Email/Social campaigns

Visitors who do not convert on your landing pages can be retargeted with CTAs across your site by adding them to a UTM based segment. Get more opportunities to convert your PPC visitors by showing alternate visuals and offers. Keep the campaign theme on top of the mind for such visitors.

Source/Medium Based journeys

You can create segments based on location of visitors, or a referrer site from which they would have arrived to your site. For example, traffic from social media can be engaged in a personalized way to build your relationship with such visitors.

User Behavior – Interest Shown in Products, Services

Since Qwardo tracks visitors, based on the topics, pages and content they are consuming, you can add them to a segment, and design a flow for them. Examples are segmenting by product or services pages visited and time spent. These segments can be dynamic as well. Based on the evolving user intent, a visitor can be shifted from one segment to another (and hence the flow designed for the new segment), based on the current content being consumed.

Summary

So where do you start? Identify a use case which could be to measure and optimize ROI of a campaign. Track the content browsed by visitors to your landing pages, and create a flow with recommended content and offers to drive conversions. Employ an ‘engage first’ strategy to proactively engage target accounts and customer segments, while letting others browse content on their own. Monitor performance and response rates of your CTAs and modify buyer journeys as required. Start your free trial today!

 

Got questions? Drop us a line at team@qwardo.com and we’ll be happy to show how Qwardo can be customized for your campaigns.

Praveen Shrivastava

Praveen is a demandgen marketer, with a decade in the enterprise tech industry. Passionate about digital marketing in driving business goals and is never satisfied with status quo. Praveen takes care of marketing at Qwardo.


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