Dynamic Content - More Than Just Another Marketing Buzzword

Posted by Andy Golden on July 11, 2019

Take a minute to think about your current marketing strategy. If you’re reading this blog post, you’re probably already doing, or have at least heard of account-based marketing (if not, check out this post). ABM works, there’s no doubt about it; but if you’re spending all the time and effort it takes to craft beautiful, personalized messages for your target accounts, it only follows that they deserve the same experience when it comes to your most important marketing machine, your website. 

If your company is running a successful ABM campaign, driving highly targeted traffic to your website, and you greet them with generic content, you run a high risk of not providing them with relevant information, losing that lead, and wasting all the hard work your marketing campaign did to get their attention in the first place. 

So how do we pick up where ABM left off and deliver personalized experiences to your target accounts once they’ve seen your ads, opened your emails, or made their way organically to your website?

Read on and find out! 

If Your Website is a Baked Potato, Dynamic Content is the Bacon Bits on Top. 

Oprah Loves Dynamic Content

In a B2B context, dynamic content means personalizing your website based on visitor data. This can include various firmographic attributes  – industry, revenue, employee count, and more – with the end goal of engaging the viewer. Leveraging dynamic content on your website is one of the most effective ways to deliver 1:1 marketing at scale and drive higher website conversion rates.

Here’s How it Works:

When a net-new visitor comes to a website (i.e. one you have no cookie or existing company information on) you are essentially blind to who they are. Reverse IP lookup technologies determine what company the visitor is coming from and provide firmographic information (industry, revenue, location, and more). This data is then used by platforms like Google Optimize and Adobe Target to personalize your website's navigation, content, and other fields to show relevant content to the visitor based on their firmographic profile. The visitor is then given an experience tailored specifically to them in real-time. 

Dynamic Content

All of this happens behind the scenes in the fraction of a second it takes for the webpage to load. The best part is, the functionality of the site remains the same. The only change comes from what content is displayed for different users. 

Here’s an Example:

An anonymous visitor from Company X comes to your website. Your IP data provider identifies the visitor as someone from Acme Construction with a firmographic profile that looks like this: 

 

Acme Construction 

Revenue: $10,000,000 – $50,000,000

Employee count: 100-250

Industry: Construction

Location: Atlanta, GA

 

On your homepage, they are greeted by a banner saying, “Welcome Acme Construction!” 

As they browse your site, they are delivered relevant content to their business based on their firmographic profile – case studies of other construction companies that have had great success using your products, calls-to-action for solutions that would be relevant to their business, and recommendations for certain products or services you offer. All of this curated content enhances their overall experience on your website and increases the chances your solution will stand out, and its benefits will resonate with them.

Let’s look at what happens when someone from Company Y visits your website. You identify the company as Bean Consulting with a firmographic profile like this: 

 

T.B. Consulting 

Revenue: $1 – $1,000,000

Employee count: 1-10

Industry: Consulting Services

Location: Santa Clara, CA

 

They are a small business, so instead of generic web content when they visit your site, they are given an experience tailored specifically to their needs. They are shown case studies of exactly how your solutions address the pain points faced by small businesses. When they visit your products page, they are shown solutions that apply specifically to small businesses with a lower price point to pique their interest and keep them engaged.  

When you compare the custom experience of these examples with the plethora of other competitors’ generic website content, ask yourselves which experience you would rather have – one customized to your needs or one with generic content. 

Today’s consumers don’t just appreciate tailored experiences, they expect and deserve them throughout the buying process, and companies are no different. Leveraging dynamic content on your website can turn your static website into a B2B selling machine that delivers unique experiences to your visitors and drives higher conversion rates. 

To find out how IP address intelligence can power your dynamic content initiatives, check out our guide! [Link to TC WP]