Personalization Helps Growth Tech Companies to Achieve Revenue Goals
by Ray Pun | November 9, 2019 | Submit a Comment
Gartner research of technology and service providers (TSPs) indicates that marketers in “growth” organizations are personalizing webpages and emails for target accounts significantly more than those in “no growth” organizations. Growth is defined by the TSPs’ projected change in revenue for fiscal year 2019 versus 2018. Specifically, 54% of growth companies personalize webpages for target accounts versus 36% of no-growth companies.
Building Blocks for Personalization
However, to deliver website personalization for anonymous buyers, you will need some key building blocks including account profile data, content assets and personalization engine technology. In addition, your website will need to identify the company name of the visitor by using reverse IP lookup technology. Once you have these elements in place, how do you deliver relevant experiences if you have very little data about your target accounts and their buying process for selecting a solution? For example, does the IT organization lead the evaluation process or does the business team control the agenda?
Augment Your Account Profile Data
In my research note “Personalize Account-Based Marketing Experiences With Enterprise Technology Adoption Profiles”, I describe best practices to help marketers use psychographic data from Gartner’s enterprise technology adoption profiles to enhance their understanding of the organization’s mindset and decision-making processes for buying solutions. Some TSPs use a combination of firmographic (e.g., company size, location, industry) and technographic (current tech stack) data to personalize the website experience. However, these data types do not capture the organization’s buying personality including who controls the evaluation process and their ability to embrace new ideas. By augmenting the account profile with psychographic data, marketers can present relevant content assets such as case studies, thought leadership research or ROI calculators to match the content and evaluation preferences of the buying team.
What is Your Approach
How do you approach the personalization of experiences for your demand generation or ABM programs? What types of customer data do you use to enrich your account profiles? Please comment and let me know your thoughts.
Additional Resources
View Free, Relevant Gartner Research
Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.
Read Free Gartner Research
Category: product-marketing-leadership product-promotion-and-awareness
Tags: abm enterprise-technology-adoption-profiles personalization
Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.