Using IP Address for B2B Website Personalization
Building personalized customer experiences is fast becoming one of the most powerful marketing techniques in B2B SaaS. However, building new content for every target account or persona can take a huge amount of work. What if we could dynamically personalize your website in real time based on the visitor's IP address and provide a unique experience for all first-time visitors?
IP addresses can tell you a lot about your visitors, like physical location (country), time zone, and even a full company profile (with the right data vendor). You can use a visitor's IP address to find over 50 data points, including Company Name, Employee Count, Company Location, Revenue, and even the Company Tech Stack. Using this data gives you a huge advantage: you’re now able to speak directly your different audiences and tell them you know who they are and what their needs are.
The dream of a dynamic and adaptive web experience has been long in the making, but is now realistic and relatively easy to implement. By making your marketing hyper-personalized, you’ll see higher conversion rates, better engagement, and ultimately more of the right kind of customers.
Let's take a look at how two great B2B companies are using IP address data to personalize content and provide the best possible experience for their visitors.
Doing this right: Optimizely
You have likely heard of Optimizely, an A/B testing tool that makes it easy to run A/B tests across your website or app.
Recently Optimizely has begun to adopt a lower-volume, account-based sales strategy, going after targeted industry verticals and even specific named accounts. In order to support this on the web personalization side, they went from one homepage experience to 26, each one uniquely personalized with specific content for each visitor. They did this for prospective customers as well as existing accounts with the goal of improving engagement.
They used a number of techniques – from targeting visitors that specifically work at Microsoft or Target, to showing unique and specific content to visitors from the travel industry.
The personalized versions saw a 113 percent increase in conversion, an all personalization was dynamic based on enriched IP address data.
BMI: next-level personalization
Unlike Optimizely, you may not have heard of BMI Research, a global research firm that reports on market trends across more than 20 industries and 200 global markets.
BMI reports are huge chunks of content about topics like the consumer electronics industry in Brazil – highly specific, but also incredibly valuable if you work in that niche. The company has a ton of great content, but that can be a challenge: there’s so much content that it’s hard to surface the right pieces to the right readers.
To solve this problem, the company’s CTO set up a personalization system that would leverage third-party data and personalization tools to show visitors the right reports based on their industry. By auto suggesting the right content to the right industries, BMI saw a 25 percent increase in conversion on their homepage.
Be ahead of the curve
Personalization is becoming a new standard for B2B and it's no longer just the B2C marketers with the data to pull off personalization. B2B web personalization based on IP Address works and the time to start is now.
It’s simple to get started, and all the tools and data sources you need already exist. If you use Optimizely, Google Optimize, or VWO, all you need is a data source (like Reveal) and you'll immediately have the ability to create audiences based on any one of over 40 company attributes.
To learn more about exactly how Optimizely and BMI Research implemented the above experiments (and a bunch more), check out Chapter 2 of Data-Driven Marketing where Cara Harshman gives a step-by-step breakdown of how they built their personalization campaigns.