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Research shows that up to 57% of the buying process is complete before a prospect ever has contact with a sales rep, making it more important than ever for businesses to think strategically about how their visitors experience their brands online. Combining user insight-driven design and four key pieces of technology makes it possible to dynamically personalize a website’s content and navigation to support prospective buyers throughout their journey from awareness and consideration through purchase decision. Here’s how it all fits together.
When a visitor arrives at the website, we immediately detect their IP, and in some cases the category of the referring link (i.e. partner website) or the search query that led them to the domain. A CRM record and a synchronized web analytics record is generated to begin cataloging information about the visitor.
Using the robust capabilities of products like Google Analytics, Omniture, and Webtrends, we’re able to track what content the visitor viewed, how they engaged with that content, and any searches that were performed on the site – this data is crucial for personalizing the site experience.
CRM platforms like Salesforce.com and Microsoft Dynamics allow us to build a detailed customer profile that will inform future marketing and sales outreach. As the visitor returns to the site over multiple visits, their behavior is tracked and a Lead Score is calculated based on pre-defined criteria.
This CRM record is available to the sales team, providing insight into the prospect’s behaviors. Sales reps can see how the prospect engaged with content on the site, as well as review and plan for additional marketing or sales outreach via other channels like email and social media.
With a powerful CMS and just a minimal amount of web analytics information, we can alter the site’s copy and messaging to offer an experience having greater continuity with the route that led to the site. This frequently involves adjusting terminology to match with a prospect’s search query.
Industry-leading platforms like Sitecore and Adobe can take advantage of more web analytics information to offer navigation and interaction shortcuts to specific outcomes. This enables us to connect known visitors with more sophisticated content as they progress further toward a buying decision.
Once the visitor has volunteered their contact information, marketing automation tools can deliver relevant content based on what we know about their engagement with the site. With integrated analytics tracking, we’re able to discern when the visitor has engaged with specific material and may be primed for a sales call or demo.
This lead nurturing process helps a sales rep identify the right time to make direct contact with a prospect, leading to more productive outreach and more educated conversations with interested buyers.
For many B2B businesses, the value of a sale can range from the low thousands to seven or even eight-figure deals. Incremental improvements in conversion across any point of the buying process could yield additional revenue in the millions to tens-of-millions range.
In contrast with older marketing and sales approaches, Extractable’s work in transforming websites into high-performance sales channels creates digital experiences that respond effectively to changing B2B buying behavior, delivering results efficiently.