Parent Square’s Personalization Practices: Personalized Content Streams Across the Buyer Journey

Seventy percent of the buyer journey is now digital and content-driven.  Buyers may consume 5 to 6 content assets before any sales conversation.   

When they do engage in a sales conversation, they expect it to be personalized to their needs.  They want discovery, product discussions, and content to be individualized to them.

Personalizing the buyer journey is only possible by rethinking your content.  You need personalized content streams around your key buyer goals and roles that connect your website, demand-generation activities, and sales conversations

Parent Square, a leading provider of Education Administration Programs, has set a high standard for personalized content across the full buyer journey.

Website Personalization

Parent Square initiates the website experience for potential buyers intuitively, bringing product categories with a “one-click” menu aligned to key buyer r goals and roles—Mass Notifications, School Websites, Classroom Communications, K12, and School Services—Parent Square enables each visitor to find the information most relevant to their needs quickly.

The website offers personalized content that is targeted to each stage of the buyer’s journey —Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU). Their content meets potential buyers where they are and what they need, no matter where they are in their decision-making process.

TOFU: Engaging New Visitors

Parent Square gains initial engagement by placing quotes from customer testimonials on the home page and through its personalized goal pages. These testimonials serve as social proof, helping potential buyers connect with how Parent Square can help them achieve their goals. Likewise, the Resources section is a great place to find TOFU content, with blogs, infographics, and recorded webinars on topics relevant to the education industry.

MOFU: Building Trust and Providing Value

For visitors in the consideration stage, Parent Square provides valuable content through downloadable guides and checklists. The “Best Practices from the Experts” section features practical resources that potential buyers can easily apply on their own. The content at this level is designed to position you as a viable option for addressing customer needs. 

BOFU: Closing with Confidence

Finally, Parent Square offers both white papers and case studies. This type of content demonstrates real-world success stories and hard data, which is key for potential buyers who are about to make a decision or consider a call with the sales team. 

Parent Square’s approach to website and content personalization is a good example of how your content strategy should align with your buyer’s specific goals across their journey. By making the site visually appealing, easy to navigate, and rich in personalized content, Parent Square ensures that every visitor feels understood and supported.  This makes it more likely that website visitors will come back to consume more content and eventually find value in a sales meeting.