A strategic focus on capturing inbound intent through personalization is the key to successful demand-generation investments.
A focus on capturing intent of in-market customers will not only transform how you engage customers but also how you convert prospects into committed customers.
Let’s look at three foundational practices that all draw on personalization to improve your inbound fundamental strategies that leverage personalization to refine our sales process and maximize effectiveness.
1. Tailoring Buyer Interactions
Consider the impact of a website that adapts to user preferences and history—no need for reintroductions or redundant information.
Personalized webpages, along with content that speaks directly to the buyer’s goals, roles, and industry specifics, make every digital interaction resonate more deeply.
This level of personalization isn’t just a luxury; it’s rapidly becoming an industry standard. This tailored approach ensures that potential customers see a reflection of their needs and interests immediately when they hit your website, enhancing the relevance and impact of their experience.
2. Self-Solutioning Solutioning Content
A second key marketing workflow is a focus on self-solutioning content on your website.
Self-solutioning content is a middle-of-the-funnel asset that helps individual buyers envision themselves using your solution. They allow buyers to draw their own conclusions about your products or solutions’ unique strengths and relevance to their needs.
Consider having one of these a self-solutioning content asset on each of your personalization pages. There are five types of self-solutioning assets to consider: Guides or checklists, diagnostic data, benchmark data, ROI Calculators, and Trials.
Buyers willing to self-solution have much higher intent than those who will not.
3. Digital to Website Alignment
A third key practice is to anchor all your digital and event campaigns as well as drip marketing activities to your personalized website.
Your website is your tool to capture buyer demand. But, too often buyers show up at your website only to be confused. Many companies have a huge divide between their website and their digital marketing.
It’s all about aligning your social presence, competitive review sites, outbound email campaigns, and drip campaigns with your personalization strategy.
Every single of your ads or email links should go to a specific landing page with a featured piece of content that connects to the next related piece of content and invites a deeper review of the website.
Implementing these three practices will capture and convert more of your in-market customers who are coming to your website.