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.
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!