In this case study, we'll show you how we would personalize the digital experience on Agicap’s website based on firmographic attributes to create a better visitor experience by leveraging IP intelligence and first-party data.

Before diving into how we personalize the website, let's look at what Agicap is doing:

Agicap

Agicap develops and sells a SaaS platform for SMBs to manage and forecast their cash flows.

Agicap allows business owners to build dynamic, reliable forecasts and have real-time visibility over their current and future cash position. This data, which can be easily shared with banks, makes it easier for SMBs to access financing options.

The Background of the Personalization Journey

If you're a business, you know that attracting leads and retaining customers is essential to your success. Moreover, as a business, you understand the importance of understanding your visitors and what they want.

And if you're looking for ways to improve your conversion rates in a B2B environment, firmographic personalization may be the answer.

Adding this layer of customer understanding to your website, you can create a more tailored experience for all of your visitors, regardless of who they are, which will improve engagement and conversion.

The Opportunity

Is it really necessary for businesses to personalize their website experiences for anonymous visitors?

The answer is a resounding yes, and here’s why.

Because an average website sees 97% to 98% of anonymous visitors

Moreover, there is a huge opportunity lying under personalized offers because according to research by Accenture, 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.

When done correctly, personalization can lead to higher conversion rates, as well as increased customer engagement and loyalty.

And the best part?

It doesn’t require expensive or time-consuming changes to your website – simply using zero-party and first-party visitor data via form submissions, website behavior, etc. to create targeted dynamic content is often enough.

Adding Personalization to Agicap's Website

Step 1: The Tech Stack

To create firmographic personalization experiences for its visitors, Agicap needs to leverage the zero-party data from form submissions, demo requests, etc., and first-party data they have via user behavior, IP intelligence, and so on.

Moreover, in order to create the best possible personalized experience, they’ll source all of the data points made by the same visitor under one customer profile - with the help of Ninetailed's unified customer profile feature.

For this personalized experience, Agicap will need the following tech stack:

• Contentful as a headless CMS

• Ninetailed as a personalization solution

• Albacross as B2B intent data source and IP intelligence

• HubSpot as a CRM

• Segment as a CDP

• Moreover, you can natively integrate your analytics tools into this stack

Step 2: Defining Hypothesis and Methodology

Personalization is key to making sure the visitors are shown exactly what they need before making the desired action, which can help increase conversion rates.

Therefore..

We hypothesize that by personalizing the page elements based on firmographic attributes, in our case it will be:

• sectors

• company size (revenue and number of employees)

• location

Agicap can show its visitors personalized hero images, messages, offers, features, benefits, case studies they're interested in - increasing the likelihood of them clicking through and making a conversion.

The bottom line, to create a personalized web experience, Agicap needs to leverage the data they have.

Step 3: Defining Personalization Signals

To create a seamless digital customer experience with a personalized web page, Agicap will use the following firmographic signals:

• Sectors: This type of grouping enables companies to tailor their strategy to the needs of enterprises in a particular sector. In addition to that, Agicap has already targeted sectors:

• Company Size: Company size allows personalizing the right audience with the right campaigns. Obviously, the impact of a marketing campaign targeting startups will be different from the impact of the same campaign targeting enterprises.

• Location: This signal helps to personalize the content based on location.

Step 4: Personalization Journey

To create the personalized web experience for Agicap, let's define the visitors' hypothetical personalization journey:

1. A visitor lands on Agicap’s website

2. IP Intelligence triggers the personalization

3. Visitor sees a personalized hero section based on industry

4. After that, the visitor scrolls down and sees personalized social proofs

Alternatively, Agicap can leverage the zero-party data they acquire via form submissions. In this case, (1) a visitor lands on Agicap’s website, (2) then, the visitor visits a case study and fills out a form to download the case study. (3) Next time the visitor visits Agicap’s website, s/he sees a personalized version of the website.

The Result: Before vs. After

So far, we have talked about the hypothesis, methodology, signals to use, and required technology stack.

Now let's look at the visuals to better understand it.

As we defined earlier, a visitor from the fashion industry lands on Agicap’s website. After Ninetailed personalizes the experience via IP intelligence data (which is under a couple of hundred milliseconds), the visitor sees a personalized version of the hero section:

After that, the visitor scrolls down to the social proofs:

The Bottom Line

Although we showcased a very fundamental personalization based on firmographics, there are endless ways of personalization.

Personalization is a continuous journey, which means that once one implementation is completed, companies will return to the beginning of the framework to analyze acquired data, discuss new ideas, hypothesize further improvements, and so on.

Through continuous learning and experimentation, this strategy enables various teams

• content marketing,

• growth,

• product management,

• development

to create meaningful personalization experiences.