You read that right: 20 percent more sales opportunities. This research from DemandGen shows that leads fed with targeted content lead to 20 percent more sales opportunities. Website personalization not only ensures that you as an organization show that you understand the prospect, it also influences the extent to which content is actually read. This contributes to qualifying sales opportunities. Personalizing the website is part of generating more sales opportunities. An interaction between personal e-mails, offline contact and personalized website content can therefore have a significant impact.
A study by research firm ITSMA shows that B2B buyers find personalization based on industry especially important. This means that decision makers like to see references, content and images that are shown based on the industry. In second place comes website personalization focused on the company itself.
Less important is the geographic location and size of an Accounting Directors Email Lists organization. In addition, 68 percent of respondents say it is important for solution providers to proactively make recommendations for improvements for their organization.
Personalization for B2B buyers.
How important is personalized content? (Scale 1 to 7, numbers below are averages)
4. Increase in number of pages per session & time on the website
Today, every B2B decision maker does online research before reaching out. More than 70 percent of the customer journey (pdf) takes place online. A case of Citrix shows that personalization not only has an impact on hard conversions such as requesting a quote, sales or requesting a demo, but also contributes to the so-called soft statistics (vanity metrics) . For example, in the example of Citrix, website personalization results in a 5 percent decrease in the bounce rate, a 10 percent increase in the number of pages per session and a 4 percent increase in the time spent on the website. In short: people read more and stay longer because the content is relevant.