How Would We Personalize Ideagen Based on Firmographics to Increase Conversions
Use firmographic data to prioritize high-value visitors on your website
In today’s case study, we’ll show you how we would personalize the digital experience on Ideagen’s website for its visitors and leads based on firmographic attributes by leveraging IP intelligence and zero-party data it acquires via demo requests, ebook downloads, or any other type of form submissions.
But first, let's briefly look at what Ideagen does:
Ideagen provides quality, audit, and risk software to some of the most heavily regulated industries in the world. From healthcare and finance to aviation and environmental health & safety, their software helps businesses stay safe and compliant.
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, using firmographic attributes for 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.
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 engage 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 leveraging IP intelligence, form submissions, and website behavior to create targeted dynamic content is often enough.
Adding Personalization to Ideagen’s Website
Step 1: The Tech Stack
To create personalization experiences based on firmographic attributes for its visitors, Ideagen 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, Ideagen will 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, Ideagen will need the following core tech stack:
GraphCMS as a headless CMS
IP intelligence tool
Moreover, you can add
Email marketing tool
to the core tech stack to create seamless omnichannel personalized customer experiences.
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.
We hypothesize that by personalizing the page elements based on firmographic attributes and website behavior, in our case it will be:
company size (revenue and number of employees)
Ideagen can show its visitors personalized hero images, messages, offers, features, benefits, and case studies they're interested in - increasing the likelihood of them clicking through and making a conversion.
Step 3: Defining Personalization Signals
To create a seamless digital customer experience with a personalized web page, Ideagen will use the following firmographic signals:
Industry: This type of grouping enables companies to tailor their strategy to the needs of enterprises in a particular sector. In addition to that, Ideagen has already targeted industries:
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 and localize the content based on location.
and website behavior:
Website Behavior: The website behavior allows personalizing the experience based on previous activity. This personalization signal is very important because Ideagen has different products for different business needs:
Step 4: Personalization Journey
To create the personalized web experience for Ideagen, let's define the visitors' hypothetical personalization journey:
A visitor (from the finance industry) lands on Ideagen’s website
IP Intelligence triggers the personalization
Visitor sees a personalized hero section based on industry
After that, the visitor scrolls down and sees personalized product offers
Alternatively, Ideagen can leverage the zero-party data they acquire via form submissions. In this case,
(1) a visitor lands on Ideagen’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 Ideagen’s website, s/he sees a personalized version of the website based on the zero-party data they have provided.
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 finance industry lands on Ideagen’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 product offers:
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
to create meaningful personalization experiences.