Personalization Progression: Explicit Personalization for B2B

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The overarching concept of personalization is to improve the customer experience on a site by utilizing information to present unique content that’s specific to each individual site visitor’s needs.

That being said, when it comes to personalization, there are two distinct types of personalization and ways to deliver personalized content:

Explicit personalization: When a visitor’s profile or specific actions dictate the personalized content that is delivered.

Implicit Personalization: When a visitor’s behavior and content consumed informs the personalized content that is delivered.

While both types of personalization are powerful, for those B2B organizations just starting out, explicit personalization is a great way to get your toes wet and demonstrate the impact personalization has on the customer experience.

One simple way to start with personalization is to think about whether you know something unique about your customer, do you want to show them different content or a different message?

If the answer to the above is yes, then BOOM, you have personalization.

To break it down to get more specific and actionable personalization rules, you can start to play some fill in the blank

If I know a user’s_______________, I want to show them ______________

What’s great is that the format above aligns really nicely with the way that the rules engine (and out-of-the-box) rules work in Sitecore. So for B2B organizations getting started with explicit personalization, where should you begin? Below are some thought starters for you.

 

Goal-triggered personalization is great because it helps you progress users through their journey. There’s no need to waste valuable website real estate promoting an action that a user has already completed. So go ahead, swap out content and CTA language to promote the next action you want users to take.

 

Example: If I know a user has completed the schedule a free demo goal, I want to promote more ‘contact us’ CTAs

 

Location-based personalization is powerful because it makes a business feel more accessible by promoting offices, team members, events or work that has been done in a location that is near the site visitor.

 

Example: If I know a user is in Tampa, I want to promote upcoming events in Tampa

 

Time-based personalization is great, especially for B2B organizations, as the sales cycle can range from immediate to more than a year, with multiple site visits and touch points along the way. Delivering fresh content based on a visitor’s last visit timeframe ensures the visitor feels recognized, sees fresh content that you want to promote while still feeling they can pick up where they left off during their previous visit.

 

Example: If I know a visitor hasn’t been to the site in more than 30 days, I want to deliver a welcome back message and promote latest content/updates this month

 

Obviously, that’s just a taste of some of the types of explicit personalization B2B organizations can use, but hopefully that gets the gears turning.

If explicit personalization feels like it may be a bit too advanced for your organization right now, it may be time to revisit your digital strategy. Check out our digital strategy workbook that will help you define and prioritize your audiences and get you ready for more advanced CX strategies including personalization.

As always, stay tuned and stay thirsty!

Jill Grozalsky

Author: Jill Grozalsky

As Director of Digital Strategy, Jill helps clients develop and execute strategies rooted in data that provide the best experience for their customers.

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