The Marketer's Guide to Website Personalization

View Chapters
Hide Chapters


Humanizing the Internet
Ben Johnson


As a marketer, you’re no stranger to the sheer number of buzzwords that exist in the industry. You’ve been told you have to constantly optimize, disrupt, and innovate. You know “content is king,” and that being “data-driven” is critical to the long-term success of any type of marketing campaign.

But, are you personalizing your website, demo funnel and new trial funnel to match the unique characteristics of your visitors and drive more MQLs for your sales-dogs to wolf down?

If there’s one marketing buzzword that’s been overused in the past several years, it may be personalization. And while a buzzword often suggests a level of short-lived popularity and unwarranted focus, personalization stands unique. It entered the B2B SaaS industry vernacular because plain and simple, it works.

Personalization remains one of — if not the most — valuable tools in a marketer’s toolbox because it taps into an essential part of human psychology.

This is where I’m supposed to warn you that with great power comes great responsibility.

Here’s the deal. We’ve been testing personalization using our new software, Experiences, on our site and for several beta customer sites over the last year. And what we’ve seen solely by introducing personalization into these funnels has blown our minds:

Why are these wild conversion increases happening?

As social beings, humans are wired to respond positively to experiences and messaging that cater to our unique needs. We self-select information that we find interesting, we desire control of our lives & experiences, and we appreciate special attention from others.

It’s why we love fancy hotels that remember our favorite snack, it’s why we appreciate when others remember our name, and it’s why websites that seem to speak to us directly have a higher likelihood of us making a purchase.

Personalization, when done well, makes consumers feel warm, fuzzy, and consequently, more likely to take an action.

Gusto’s wonderfully delightful welcome back homepage adjusts to push towards a Sign In versus a Sign Up if you’ve already visited the site

Additionally, in a world where information overload can hinder even the most savvy of businesspeople, personalization helps reduce the noise by removing information and increasing the speed of business transactions.

While even a decade ago, web personalization seemed out of reach for most B2B marketers — today, it’s a key necessity for any data-driven software business.

Personalization is growing, and it doesn’t show any signs of slowing down.

And this guide will provide the playbook you need to know in order to keep up with this monumental shift. We’ll show you that personalization is not that far out of reach — it just takes a core understanding of a few simple concepts.

Table of Contents

In this guide, we’ll cover everything you need to know about personalization and how to apply the concept to your B2B marketing campaigns — in a cost effective way, at scale.

We’ll start with a rudimentary explanation of personalization — from its roots at the birth of the Internet to its role as a powerful omnichannel solution for B2B marketers in 2019.  

Next, we’ll dig deep into the data side of personalization, exploring the different types of data types available to marketers and how to think through the collection of these many touchpoints in your interactions with visitors and customers.  We’ll show you the tools you need to use, how to collect data, where to store data, a method for tracking data, and proper conventions for naming your data.

After that, we’ll talk through a practical approach to personalization — citing where exactly you can personalize your site and 14 use cases of how exactly we’ve successfully deployed personalization campaigns at scale and with ease. These examples will give you great inspiration of how to deploy delightful experiences on your own site and start increasing your demo registrations, trial signups, conversion rates, and most importantly, revenue.  

Finally, we’ll touch on how to measure your efforts and to build a team to execute on your plan. This guide is truly everything you need to know before implementing personalization on your site.  

By the end of this guide, you’ll be well versed in everything you need to know to deploy personalized experiences on your site without the help of engineers.

And more importantly, you’ll be well on your way to building stronger rapport with your customers and outperforming your competitors through psychological-based marketing methods.

More revenue, happier customers, and 0 engineering hours — what’s not to love?

Personalize your site with Experiences →

Experiences lets your personalize your site without coding!

Learn how to personalize your site with Experiences →

Continue reading...

The Marketer's Guide to Website Personalization