In this article we will show you how to set up Google Optimize and create an experiment to personalize your website based on the industry of companies visiting your website.

Advantages of Google Optimize

Before we set up the software, let’s check out some reasons why you should use Google Optimize for website personalization:

• It’s free to use
• Great integration with other Google products such as Google Analytics and Google Ads
• Relatively simple to set up
• Easy to use visual editor

The free version of Google Optimize gives you the opportunity to run 5 different experiments simultaneously and use the software on one website.

In this article we will focus on Google Optimize because it will generally be a great – free! – solution for most B2B websites and it’s also a great way to start with B2B website personalization.

Setting up Google Optimize

Before you start, make sure you use Google Chrome because most of the features will work in this browser.

1. Create your Optimize-account and Optimize-container

1. Go to Google Optimize website.
2. Click ‘create new account’.
3. Add your account name.
4. Add your container name.

2. Link Google Optimize to Google Analytics

1. Click on your new container
2. Click in the information window of your.
3. In the property window of the Analytics-property, select the one that’s the domain where you would like to run your personalization experiment.

3. Install the Google Optimize snippet code on your website

We recommend using Google Tag Manager (GTM) to add the Google Optimize snippet to your website. And make sure you also load Google Analytics with GTM so Google Optimize will work properly.

Go to your Google Tag Manager account and create a new tag. Select Google Optimize as the tag type. After that, enter your Google Analytics Tracking ID and also your Optimize Container ID.

Now you can choose the trigger options. Select ‘all pages’ if you are going to set up experiments on your entire website. Save the tag and GTM is all set up.

More information about installing the snippet with GTM.

If you are not using GTM, simply follow the instructions given after clicking ‘View Snippet’. You will probably manually have to add one line to your existing Google Analytics tracking code on your website pages.

4. Install the Google Optimize extension for Google Chrome

After the setup is done, make sure you to install the Google Optimize extension for your Chrome browser. With this extension you can use the Optimize visual editor to change your webpages by tweaking the text, images, buttons and more for personalization.

Set up your first personalization

In this personalization, we are going to change the header text of a landing page based on the industry class of the visitor. The industry information is based on our SEE API that allows you to see firmographic information such as industry, number of employees etc. based on the visitors’ IP address.

1. Create the personalization experience

Start with clicking ‘create experience’ and add a name to your experiment. After that, select the page or pages you would like to personalize. Make sure you select the ‘personalization’ experience on the bottom of the window:

2. Customize your website

With the Google Chrome extension, you can use the visual editor to change specific parts of your website to personalize. For this example, we would like to target companies with financial or insurance activities.

With the visual editor, we will change the standard header “B2B marketing software that generates sales opportunities and saves time” to “B2B marketing software for banks and insurance companies” for finance / insurance industry visitors:

Below the personalized header:

3. Add targeting rules for your site visitors

You can activate an experiment purely aimed at smartphone users. Or you can change the message on your website if your office is not open. Below are the targeting options that Google Optimize supports:

• URL-targeting: select specific webpages for your experiments
• Behavior targeting: new or returning visitors, visitors from specific referral sources.
• Geo targeting: target visitors from a specific country, province or city.
• Technology targeting: target visitors from selected devices (like smartphones) or browsers
• JavaScript variabele: a specific variable from the source code of your webpages
• A custom JavaScript variable: such as the Companda SEE variables to specify an industry or number of employees of a recognized company.
• Query parameter: specific parameters in the webpage URL.
• Data layer variable: target based on values stored in the data layer.

In the free version there is no possibility to target Audiences. This remains reserved for the paid Google Optimize 360 platform.

In our example we want to target a specific industry class. Select the following rule:

• Custom JavaScript – when a specific industry class is found by Companda SEE based on the visitor’s IP. You can find the custom JavaScript in your Companda portal. The industry class value of K resembles to companies that are in the European Economic Activity classification Financial and Insurance

After setting up the targeting rules, you can also add a description for your personalization experiment.

4. Link the Google Analytics property

Next, select the Google Analytics property and view that you like to use. Make sure you check ‘measure this’ to view the reports in both Optimize and Analytics.

You can keep the activation event on the default ‘page load’ setting. When you are done, you can either start your personalization directly or schedule it.

Congratulations, you have just set up your personalization!

Which pages should you personalize?

You could start by personalizing the pages of your website that have the most visitors. We started out with our product landing page that has a lot of paid traffic.

Here are some suggestions of pages and what you could do to personalize them:

• Homepage and other important landing pages – change the headline text or ‘hero shot’ image to reflect the industry of the visiting company, add relevant industry content
• Call to actions – based on the company size you could change the call to action to contact sales for enterprise visitors or start a free trial for visitors from small businesses
• Blog articles – show specific whitepapers or e-books for the industry of visitor’s company

How do you measure the results?

You could also set up your experiment as an A/B test in Google Optimize. This way, you won’t start directly with a personalization.

By setting up an A/B test you can send 50% of the visitors to the old version and the other 50% of the visitors will see the personalized version. If you also add your Google Analytics goals to Google Optimize, you can see if your personalization is improving the total experience, conversion rate or other metrics. Below is a graph of the conversion rate of an A/B test in Google Optimize:

Differences between Google Optimize and 360

If you choose the extended paid version of Google Optimize called Google Optimize 360, you have more options. Especially the number of experiments you can do is higher, because with the free version there is often a limitation. Here are the main advantages of Google Optimize 360:

• You can run more experiments simultaneously
• You can run more multi variate experiments (up to 36)
• You can use Google Analytics Audiences to use in your experiments.

See the full difference list on the Google Optimize website. We think that the paid version is suitable for enterprise websites and anyone can easily start with the free version.

Conclusion

With Google Optimize it is possible to run different tests of website pages to see which colors, formats, versions, images or texts convert properly. And it is also possible to personalize the pages of your website based on different criteria. One of the main advantages it the integration with Google Analytics.

Furthermore, Google Optimize is very easy to use. The possibilities in the free version are surprisingly complete and it should be a tool for every B2B marketeer starting out with website personalization and optimization especially on the pages that need to convert.

Do you use Google Optimize, but need help after reading this article? We love Google Optimize and are happy to help you answer your questions!

The post How to use Google Optimize for B2B website personalization appeared first on Companda.

In other words, Bezos wanted the Amazon homepage to focus on the attraction of each individual visitor. Meanwhile more and more marketers realize that it’s important to have a dynamic, interactive website. The same marketers still find it difficult to ensure that their homepage meets the needs of the most important visitors.

Real-time personalization is the key to success here. It ensures that a website attracts the attention of different visitors. In this article we explain in four steps how you can get started with B2B website personalization.

Why would you apply personalization?

Personalization has proven itself as a powerful tool to improve the conversion of your website. For example, a simple type of personalization is personalizing an email in which you start with the first name of the recipient. It’s a slightly bigger challenge to get started with advanced personalization to make sure you get the attention of the right person at the right moment.

In a study done by Gartner, 46% of B2B customers indicate that custom offers are extremely important. Data from Econsultancy shows that there are obstacles for improving personalization. For example, 47% of companies indicate that there are IT obstacles.

Nevertheless, Gartner expects a profits increase of up to 15 percent for companies that apply personalization technologies in the right way by 2020. In addition, personalization offers advantages such as more interaction (engagement) with the target audience, more and better conversions, more efficient communication and higher loyalty.

How to personalize your website in 4 steps

Many marketers see the personalization of their website as a big challenge. Where do you start and how do you make sure that you deliver specific content for the right audience? With the help of this step-by-step guide you can immediately start personalizing your website for maximum impact.

1. Make a baseline measurement

Start with assessing the current situation of your website. Answer the following questions:

• Who visits your website?
• Are your visitors the people you are looking for?
• Do visitors find what they are looking for?
• Do visitors find the content you want to show them?

Some of these questions can be answered through analytics tools such as Google Analytics and Google Search Console. For example, you can find out about which channels are the main source of visitors for your website, which pages they visit and how long they stay on your site. The next step is to divide this data into different categories.

2. Segment your visitors

By segmenting your visitors you can get a clear overview of the value of your visitors. Research from Demandbase shows that 82% of the visitors on B2B websites are not potential customers. It’s therefore important to reach that 18%.

There are three different types of data in which your visitors can be categorized:

• Context – When did the visitor visit your website and through which device
• Company information – Think of industry, company size etc.
• Behavior – Which pages did the visitor visit and how often.

Contextual data helps you to understand what the best approach is for potential customers. Someone who visits your website in the evening may have other intentions compared to a visitor who visits your website during the day. In addition, the focus of people is different during the week than during the weekend.

Thanks to company information, you can further personalize your information. If you are able to find out which companies visit your website, you can appeal to highly targeted companies or even those who work at these companies through Account Based Marketing.

Using behavioral data you can gain insights about the stage in the customer journey of your website visitors. For example, someone who visits your website for the first time needs information about who you are and what you do. Someone who has visited your website and specific pages more often probably needs more interaction. For example, these visitors could use an offer to attend a webinar or a demo. Website visitors who are already customers can be informed about new services or products.

3. Provide the right message for the right target audience

Many B2B marketers believe that they have to start from scratch in order to personalize their website. However, this doesn’t have to be the case. Often you already have relevant content such as a whitepaper, case study or ebook that you can easily personalize.

Suppose you recently wrote an ebook that is useful for IT companies. Then create a landing page on which you tailor content for IT companies. Use the same terms that these companies use, show clients and / or case studies from this industry that have taken your products and / or services or provide interviews with experts in this field. This will create recognition and trust with the visitors of the landing page.

You can go one step further with A / B testing. Tools such as Optimizely help you test and optimize the content on your page. With these tools you can make different versions of the landing page, with different texts and images. Afterwards, you can use the final version of the landing page that performs best.

4. Measure the results

With Google Analytics you can get insights into the results of your personalization efforts. Which visitors will stay longer on our website and come back more often once they have visited the personalized pages. Please note that a longer visit on the page does not always have to be positive. It can also mean that the website visitor is unable to find what he or she is looking for.

You can also link Google Analytics using our SEE-API. This will provide you with immediate insights into which companies have visited which pages. Suppose you have set up a landing page aimed at IT companies then you can find out how many visitors of this page are active in this segment. Do many companies from other industries end up on this page? Then you could consider setting up a specific landing page for this group.

5 examples of website personalization

Website personalization can be done in various ways. In the examples below you can read about how you can personalize based on the journey of the customer, IP recognition, Account Based Marketing and which content you can adjust.

1. Personalized content suggestions based on reading behavior

You can use data to improve the relevance of content suggestions just as YouTube offers personalized recommendations. Segment your visitors in the different stages of their customer journey by applying lead scoring or auto tagging.

You can show content based on the stage of the potential customer if you add blocks of dynamic content to your website, for example by adding a pop up in the bottom corner. This way, you can improve the time that the visitor spends on the site and you can also speed up the customer journey.

These personalized content suggestions can be applied in blog articles or a knowledge center if you have that on your website.

2. Dynamic content based on role

You can also segment the visitors of your website based on their role. Collect leads with an additional question and use that to show personalized content. Ask this question in a form for a whitepaper download, a webinar registration or when your visitor interacts with a chatbot. Enrich your database and use this for personalized email drip campaigns through marketing automation or adjust your website accordingly.

Below you can see an example of Personyze, where the homepage is personalized for a technical professional and for someone with a management role:

3. Personalized homepage based on industry with IP recognition

Potential customers want to know that you understand their industry. That’s why paid ads have a better click rate when you mention the industry of your audience in the ad text. And what if you use the same principles for your homepage?

You can personalize the entire homepage by linking IP data from website visitors to their company and industry. This is exactly what Citrix has done. Based on the industry, they change the prominent header of their homepage.

The results are pretty impressive. On average, Citrix’s homepage personalization resulted in an increase of 30% in clicks on the homepage banner, an increase of 10% on pages viewed per session, an increase of 4% of the average session duration and a general decrease of bounce rate by 7%.

4. Personalize your call-to-actions

You can place personalized call-to-actions (CTAs) in the content of your website, for example on the pages of your blog or on confirmation pages. For example, you could add a webinar CTA for a visitor who hasn’t yet had any interaction with your company but is interested in your solutions. And if you know that your visitor is already a customer, you could show a CTA for an upsell.

The figures speak for themselves. An American marketing automation supplier did research on this and it turned out that personalized call to actions convert no less than 202% better.

5. Personalization for specific companies in Account Based Marketing

With Account Based Marketing, you focus your marketing activities on a limited number of specific companies and the persons of those companies who are involved in the decision making process. You can use the company name to personalize your website based on IP recognition.

Optimizely focused on a specific list of companies such as Disney, Target, Adidas and Microsoft. To support their sales department, Optimizely created 26 different versions of their homepage, uniquely personalized for these 26 companies (source). Each page offers a custom made title, a link to a company specific article and a background image to improve the click rate of the homepage.

The result was, among other things, an increase of 117% in the number of visitors who started the account creation process.

Website personalization in practice

For more tips on personalization, we spoke with Gerard Rathenau – an independent digital analyst with extensive experience in the field of personalization: “Before you start personalization it’s important that you’ve covered the basics. By this I mean the technical side of your site, the content and your website forms. As far as technology is concerned, think of, among other things, the loading time of your website, pages that no longer exist (404 errors) and javascript error messages.

Covering the content means making sure that the content is ok for the landing pages that are mainly focused on paid traffic. As far as personalization is concerned, you should look carefully at the questions that your target audience wants to have answered. To get these answers, you can use the keywords from your own search engine on your site or you can get this information from the support department. And if you don’t have that, sales can also help you with the questions of your target audience. Online surveys are also a great tool to get this information. If you know what information your potential customers look for on your website, do you offer this information? What stops them from asking for a quote or ordering your products?

It’s also important to map your conversion steps. If you do that, you will know what you need to personalize.

Split this out per channel, for example Google Ads or email marketing. This way you also know which channels are eligible for personalization. If you do that, make sure you focus on real KPIs that matter. That means no vanity statistics such as the open rate in email marketing.

In short: before you start personalization, make sure you know what motivates your visitors to buy from you!”

Personalization software

In order to get started with website personalization, you need software to do this. If your website uses a Content Management System (CMS), you can generally personalize all your content with it.

There are also various online tools that you can use for personalization. Here are a few:

• Google Optimize – the free conversion optimization tool from Google that you can also use for personalization. With this tool we personalize our website to full satisfaction.
• Personyze – Personalization tool with a free account for 5,000 pageviews p / m, paid account $ 149 for 50,000 pageviews p / m.
• Optimizely – Best known as A / B conversion optimization tool, also with personalization options. Price on request.
• Evergage – Real time personalization and customer data platform (CDP) for one-on-one personalization. Price on request.
• Data Management Platforms (DMPs) such as Tealium and Blueconic.
• Companda SEE – our own Enterprise API shouldn’t be left out from this list. With it you can empower any personalization solution to provide the perfect customer journey to your website visitor based on industry, number of employees, company name, location and much much more.

Conclusion

Website personalization is one of the most important future strategies for B2B marketing. It offers B2B companies the opportunity to greatly increase the interaction with website visitors, which leads to better communication with your target audience and ultimately more qualified leads.

The big advantage of website personalization is that you can immediately get started! Check which people and companies are currently visiting your website and how you can tailor your existing pages accordingly. After that, measure the effects of your changes and polish your pages where necessary for even better results.

The post Secrets of B2B website personalization appeared first on Companda.

The figures speak for themselves: almost 85% of marketers indicate that ABM delivers a higher return than any other marketing approach (source). In order to be truly successful with ABM, relevant personal content is crucial – in addition to a good cooperation between sales and marketing.

In this article I will give you some useful tips to directly start working with personalized content for ABM.

Start by gaining insight into the market, companies and prospects

It is important to gain insights into the content of each account when you have identified the companies and people to be approached together with the sales department. Every account needs a tailored approach. Make an inventory of the following:

1. Industry of selected company – What happens in the market, what is the news and the trends, are there acquisitions, etc.
2. Selected company – What is their strategy, competitors, what products or services do they use that apply to your business? How is the direction / management put together. Have there been acquisitions or investments?
3. Decision makers and influencers of the decision makers – Retrieve online profiles and see what content they share and which platforms they share their content.

By answering the above questions you will immediately gain insight into what relevant and personalized content you can create for the accounts. You can apply the following levels of personalized content:

• Fully personalized – Focused for one account and one persona, for example the CEO
• Very highly personalized – Created for multiple personas of one account, for example all sales staff
• Strong personalized -Content significantly adjusted for one account
• Personalized – Content slightly adapted for one account
• Industry related – Content focused on a specific sector
• Multiple industries – Focused on multiple industries that are related to each other

Examples of personalized content

Before you start creating new content it is good to check within the organization what content is already there and can be reused.

You can then deepen and personalize the content by linking the content to specific personas or industries. For example:

• A title that is specifically aimed at your industry
• Rewriting the introduction and conclusion and making it more specific
• Use of images and / or logos that are relevant to the industry
• Mention of case descriptions and / or examples from a industry

A The next step is to further personalize content by creating it for one specific person or company. Below are a few examples:

1. Personalization for the industry

The most basic variant is personalization for a specific industry. Below you can see an example of a customized homepage for Citrix from Optimizely.

Above you see the homepage adapted for the financial industry. And below adapted for the education sector:

The personalization of the industry provided particularly good results:

• A reduction of the bounce rate of 7%
• 30% increase of clicks on the homepage banner
• 10% increase of page views per session, visitors visited more pages after the seeing a personalized homepage

2. Personalization specific for the company

Below you see another personalization example of Optimizely, where they have personalized the homepage for specific companies. First the normal homepage:

Then the homepage adapted for Sony:

And for Target:

The result was among other things an increase of 117% in the number of visitors who started the account creation process.

And finally: if you use videos on your site, then you can also personalize these videos for the specific company.

You can use these examples of personalized content for companies for emails that you send in nurture programs or directly via the sales staff.

3. Use subdomains for specific companies

Use a subdomain for an extra personal approach. The chance of interaction will be greater if you see prospects showing that you have gone so far as to personalize their experience with a subdomain.

4. Create a microsite with a lot of relevant content

Place all relevant content for your selected company or industry online on a personalized content hub in the form of a microsite. The interaction with this microsite is very measurable and gives you insight into the interests of your prospects. This helps sales with their conversations and making offers.

With Uberflip you can – without the intervention of your IT department – set up such a content hub yourself. Also flipbooks, a type of online magazine in which you can browse, are part of their solution.

If you just prefer to get started with personalized flipbooks, you can use one of the following online tools:

• Fliphtml5 – Free account with watermark or $ 15 p/m for 50GB
• Anyflip – Free account with watermark or $ 15 p/m for 55,000 daily opens.

Tools to personalize website content

Different Content Management Systems offer the possibility to personalize content. There are also various providers of online tools that you can use for this. Here is a small selection:

• Optimizely – Especially known as A / B conversion optimization tool, also with personalization possibilities. Price on request.
• Personyze – Personalization tool with a free account for 5,000 page views p/m, paid account $ 249 for 250,000 page views p/m.
• Google Optimize – A free personalization tool from Google, part of the Google marketing platform.
• Companda SEE – One of our enterprise APIs that can be used in combination with any of the above tools to personalize your website based on all kinds of company attributes, such as industry, size, location, etc.

Determine your channels to share your personalized content

In addition to creating content for every phase of the purchasing process, it is important to also use different channels to deliver the content to your desired target audience.

• Own channels / owned media – Above you have already read about personalization of your own website. You can also use your own social media channels. Follow the selected contacts through Twitter or add them to a Twitter list. You can of course also send a personal invitation with Linkedin or join a group on LinkedIn of which they are also members. This is the first step to get in touch with someone. Once this has been established, you can get started with sharing valuable information and interact with this person.
• Earned media – Earn media attention by conducting an investigation about something that plays a role in the company you select. It is even better if you involve them in your research. This is a nice way that media likes to publish about and so you have also given your prospect media attention.
• Paid media – You can identify the company accounts on LinkedIn and show advertisements to the most important decision makers and influencers at the companies you select. Use Adwords Customer Match ads by creating custom lists in Google AdWords based on email addresses. And ensure retargeting through networks such as AdRoll and AdCrowd. You can also personalize the banners for this.

Integrating content into ABM

By using personalized content within your ABM strategy, this will yield a lot of added value over time. You can better respond to the problems at the selected companies through the created content and support sales.

Finally, do not forget to continuously adjust your strategy based on the feedback you receive and what you learn from the statistics, making your content ultimately yields even better returns.

I wonder how your experiences is with ABM and personalizing content. Leave them in the comments below!

The post How to personalize content for your Account-Based Marketing strategy appeared first on Companda.

Data-driven marketing offers you the opportunity to make your marketing campaigns run more effectively and efficiently, provided you use it in the right way.

More and more companies are using data-driven marketing. On the one hand this is because companies increasingly understand the opportunities that technologies offer, while those same technologies now seem mature enough to interpret data in the right way.

So, what is data-driven marketing?

With data-driven marketing you are able to collect, analyze and integrate data. You can use internal and external data of clients and past marketing campaigns to optimize future marketing campaigns.

You can gain insight into customer behavior and customer needs, allowing to focus even more on your customers. You don’t base your actions on your gut feeling but on the basis of demonstrable data.

Data that is often used:

• Collected customer data
• Google Analytics
• Social media
• Industry- and sectorinformation

Advantages of data-driven marketing

The most important advantage of data-driven marketing is that you will learn more and more about the behavior and needs of your target group and will be able to respond to them in a better way. By repeating the process the effectiveness only increases.

In addition, thanks to data-driven marketing you can communicate directly with your customers, because you know who they are, where they are and what needs they have.

Another advantage is that you will use your marketing budget more efficiently. When you have more data at hand, you are able to carry out more focused and personal marketing campaigns, so that you reach the right people. You will also see the returns on your investments more clearly in this way.

Econsultancy concluded on the basis of its own research among 1,000 marketers and analysts that data-driven marketing is profitable for companies. Of the respondents, 40% said that the compiled statistics gave them actionable recommendations. In the survey, respondents indicated the following growth and profit-related opportunities for data:

• 55% sees opportunities to optimize conversion rates
• 43% gains new customers thanks to data
• 42% managed to improve the marketing ROI

Foundation for success

The Big Data Survey 2017 by GoDataDriven surveyed 800 European professionals and for a vast majority of professionals a successful data strategy is the foundation for success.

It is striking that, although 9 out of 10 organizations in the study show a lot of potential in the use of data, these are mainly used only in dashboards for now. These act as the central hub for many marketers to clearly map the effect and result of their actions.

The professionals from Econsultancy’s research also indicated to what they think that the data should comply to:

• 56% says it should be possible to follow customer behavior across different devices and channels
• 53% thinks personalization and targeting is necessary
• 49% says that identifying valuable customer segments is important
• 44% wants to be able to evaluate the overall customer experience
• 43% wants to identify content interaction patterns and campaign responses

Please note that you should clearly know in advance about which data you want to collect and what you want to achieve with it. In this way, you are not only collecting data, but you will also commit to clear follow-up actions.

Econsultancy also states that the human factor must not be underestimated in data-driven marketing. For example, more and more companies are looking for analysts and are creating budget for this. 28% of the professionals in the survey indicated that they employ 5 or more data analysts who interpret the data in the right way.

Getting started

The first step is to determine your objectives to get started with data-driven marketin. Make a list of the most important problems you want to solve. For example, think about:

• Identifying your most valuable customers
• At which time of the buying process potential customers drop off
• Measuring customer satisfaction
• The effect of a marketing campaign

Now that it’s clear which data you want to collect, the next step is to take action. Determine which tools you want to use for data collection.

After that, it’s important to actually do something with the collected data, so make sure you have a plan on how you want to implement this data within your current processes and campaigns.

Examples of data-driven marketing

Below you will find a number of Dutch practical examples to give you insights into data-driven marketing for B2B companies.

Albert Heijn

For the first time, Dutch supermarkets collect more than 1 billion euros in online sales in 2017 according to GfK market research estimates. The largest part of this is accounted for by Albert Heijn and Jumbo, which in 2016 already accounted for half a billion euros in online sales. They also have an incredible amount of valuable customer data.

Albert Heijn is one of the supermarkets that works in a data-driven way. Amongst others, with the Appie app that was renewed earlier this year. In addition to useful functions such as voice recognition via Siri and a barcode scanner, Albert Heijn also uses the app to gain more insights into the user. Based on the data of a shopper’s loyalty card, the supermarket wants to make better personal offers but also automatically generate shopping lists with data that Albert Heijn already has. This could then be linked to the home delivery service for more efficient delivery routes.

Boon Edam

Boon Edam Netherlands is the global market leader in revolving doors and secure access products. One of their marketing objectives is informing and inspiring architects, the main target audience of the company.

The goal of Boon Edam was to have 10,000 visitors on landing pages in the architect target audience within ten months using inbound marketing. First personas were created and then the different phases in the customer journey. After that, content was created that matched the top-5 questions that architects ask Boon Edam.

Ultimately, this marketing campaign led to 13,000 visitors and about 400 leads. According to Boon Edam the sales department can become even more personal and valuable, by responding better to the interests and needs of these leads by using technology. They know which content has been viewed by an architect and in which phase of the customer journey the person is.

Want to know more about this case? Marketing manager Henk Goede of Boon Edam Netherlands explains here, among other things, what their ideal view of the near future is.

Ricoh Netherlands

Ricoh Netherlands has a flowchart for promoting a consistent customer experience as a basis for their overall marketing strategy. In this flowchart they share content based on commercial intent and then link these to the general marketing objectives, says Senior Online Marketeer Ger Nijkamp indicates this in an interview.

Ricoh Netherlands is the main sponsor of the tennis tournament in Rosmalen. Everyone who registers for the tournament as a visitor enters their marketing automation system. For each person they analyze to what extent the person is an interesting fit for the target marketing groups. Within Rico Netherlands these include ‘Online Collaboration’, ‘Mobile Printing’ and ‘Digital Digitizing’.

Individuals are classified per target market on the basis of personas and then content is offered based on the specific customer or buyer journey.

In conclusion

Different B2B industries can successfully apply data-driven marketing. It’s important to determine your marketing objectives in advance and what data you want to collect in order to realize them.

By subsequently working on your marketing campaigns and analyzing the data, you can make real changes. And by continually optimizing these processes, you not only have a better understanding of how to use your marketing budget and what returns it yields, but you will also provide an efficiency boost and you will have more insights into whether the assumptions you had beforehand actually match reality.

Are you already using data-driven marketing within your B2B company? Do you have any practical tips? Leave your comment below.

The post The secrets of data driven marketing appeared first on Companda.