Corporate websites have evolved from the early days of static pages, long forms gating content to capture personal data, and serving up the same experience to every single visitor. Whether a visitor is looking for information on your products or services, interested in company information and news, or perhaps looking to apply for a job, modern B2B websites aim to provide a personalized experience for each visitor, designed to quickly address the reason they are there. The goal should be to enable and accelerate self-nurture and convert from an anonymous visitor to a known human, with relevant contact information, so both marketing and sales can be even more personalized with their future outreach.
Engaging Target Audiences to Accelerate Their Journey With Your Brand
B2B companies recognize their target audiences expect a more personalized and contextually relevant research, education, and buying experience. They have been trained by B2C brands such as Netflix, Amazon, and Spotify and expect that kind of experience in every interaction, even from B2B brands. The challenge, however, is that providing a personalized content experience is difficult without the right technology. It’s nearly impossible to identify target buyers and accounts and serve the right content to each, at scale. Additionally, your web technology should deliver content via personalized recommendations engines which lead to faster conversions. In other words, website technology should enable the buyers to buy when they are ready.
PathFactory helps organizations increase meaningful engagement through delivery of contextually relevant content recommendations and experiences. There are several benefits, including:
- Activating segmentation by industry, funnel stage, buyer persona, and more
- Aligning content to trending topics or new announcements
- Converting unknown visitors to known engagers with tracking, AI, and analytics
- Eliminating the content scavenger hunt and reducing clicks-to-content
KPIs such as a lift in content consumption based on: number of assets read, the total time spent, the journey through the content, the engagement on topics of interest, and number of repeat sessions are important metrics of measurement for marketers to track when delivering personalized content experiences. Adapting your web conversion experience is one way you can increase engagement with your target audiences and enable them to take action more quickly.
“This is advancing our marketing strategies and ecosystems by decades. We’re no longer delivering a static experience.”
— Doug Calvelage, Director, Global Demand and Digital Marketing, Blackboard
Scale Conversions with AI
Leverage PathFactory’s AI-powered content recommendation engine to deliver targeted content to both known and unknown visitors. When people arrive at your site, you can serve content based on a variety of factors, even if they are there for the first time. Using related, recommended, or trending topics, your content is adjusted to the specific visitor and changes as you learn more about them. Our customers appreciate having multiple options – from manually curating content, using AI to deliver smart content, or taking a hybrid approach with their assets. This flexibility provides the ability to easily scale successful campaigns and create new ones.
Web Conversions in Action
Whether you’re just getting started optimizing your website or looking to scale and grow your current success, PathFactory can help companies at every stage of web transformation. If you are looking to create targeted landing pages, curate an on-demand research center, or revamp your form and gating strategy for high-value assets, learn more about how our customers are seeing their buyers increase engagement with their content, spend more time on their site, and convert at a higher rate.