Digital marketers focus much of their energy on driving traffic back to their website. They invest in advertisements on social media and other mediums, develop helpful content to drive inbound leads, and optimize their website so it ranks higher in Google searches. Yet, many don’t realize that, despite their best efforts, they are massively under-utilizing their website.
Sure, increasing site traffic is an important part of an overall marketing strategy, but it won’t mean much if website visitors don’t make themselves known (e.g., by filling out a form). In fact, you usually have just 10 seconds to capture a visitor’s attention before they leave your website. If you’re getting lots of site visitors but are disappointed with how few of them convert to leads, it’s time to make those first few seconds really count – and this is where personalization is key.
Trying to speak to everyone means diluting the power of your message to your actual target audiences. A personalized marketing approach, on the other hand, creates a better experience that leads to faster conversions and stronger prospect relationships. Personalization increases the relevance of your message – and relevance is what drives engagement.
Now, you may be thinking to yourself, How can we deliver personalized messaging to our 100, 1000, or even 10,000 target companies at scale? It’s easier than you might think.
Best Practices for Converting More Web Traffic
Before you can implement any personalized marketing, you first need to make some decisions about who to target. There’s no way to optimize for every individual or even every audience variant. Focus on just one or two of your top segments, informed by your ideal customer profile and marketing personas, and what differentiates them from the masses.
Common firmographic attributes that help differentiate these target segments include:
- Industry (e.g., retail, media, tech)
- Size of the company (e.g., enterprise, SMB, startup)
- Type of business (e.g., e-commerce, B2B, venture capital)
- Location (e.g., Northeast USA, EMEA, Singapore)
You can also leverage demographic data (like job title) and behavioral data (like page views, content downloads, user journeys, and brand interactions) to further segment identified users by fit and intent. Better understanding your visitors enables you to start designing their journeys and tailoring your greetings, navigation, and offerings accordingly.
Sure, you’ve probably created specific landing pages for each segment already, but by showing tailored messaging, calls to action, hero images, social proof, chat, and other elements, you can communicate relevant value propositions across your entire site.
And with a reverse-IP intelligence tool like Clearbit’s Reveal Intelligence Platform, you get a head start on this whole process.
Clearbit Solution Overview
Clearbit is a B2B marketing intelligence platform that enables marketing and revenue teams to apply rich, real-time data across their entire digital funnel.
One of Clearbit’s core platform capabilities is Reveal – a reverse IP lookup system to automatically identify where a website visitor works, and access over 100 key attributes about that company from Clearbit’s real-time intelligence platform. This instantly provides rich data to power personalization — such as company name, size, location, industry, technologies used, and many more. Even before they provide their email address, you can know who you’re dealing with — whether they’re a target account or fall into a particular segment — as well as what pages they’re browsing. With Slack and email integrations, Clearbit can even notify sales and success teams as soon as target prospects and key accounts arrive at your website.
With Clearbit, you can:
- Convert more visitors into pipeline: Identify high-fit web visitors, create personalized experiences, shorten forms, and get the most out of your valuable traffic.
- Reveal your anonymous website visitors: Combine account, contact, and IP intelligence data to understand your traffic and identify prospects.
- Remove friction and increase speed-to-lead. Shorten forms, personalize experiences, and alert your sales team in real-time when high-fit accounts show intent.
Unlike other solutions that provide only sales contact information, Clearbit provides 100+ attributes for over 44M companies. And, unlike closed, “all-in-one” suite solutions, Clearbit’s API-first platform makes it easy to combine Clearbit data with your existing systems and put it to work across your entire MarTech stack.
Clearbit also offers a free version of these capabilities with its Weekly Visitor Report, which identifies companies visiting a website and which pages they visited. The weekly stylized, interactive report is delivered by email every Friday and lets you break down your visitors by the number of visits, acquisition channel, and company attributes such as industry, employee size, revenue, technologies, and much more. All you have to do is install a lightweight script on your website, which injects a pixel (a GIF file) to every page. Then, anytime a visitor loads a page, Clearbit records the IP address and matches it to a company so you can better understand and convert your most valuable asset – your website traffic.
Increasing B2B Website Performance with Clearbit
A great place to start experimenting with website personalization is with your headlines, customer examples, and CTAs. For instance, DocSend, a document-sharing software company, did this for their target audiences — startups, venture capitalists, and enterprise companies. When each audience arrived on DocSend’s website, they got their own hero message, value prop statement, and social-proof section with relevant company logos. The personalized social-proof section brought a 260% increase in lead capture alone.
Once you’ve personalized your web pages and convinced visitors to stick around, there is still the matter of converting traffic into leads. Forms with too many fields, for instance, can be a major sticking point, causing buyers to grumble and speed through them – or bail entirely.
This is a problem that Livestorm, a webinar and video meeting platform, called on Clearbit to help solve. When it came to their free trial signup form, they were seeing a 60% drop-off rate. That meant that less than half of site visitors who clicked a “Try for free” button actually finished the signup and made it onto the Livestorm sales team’s radar.
This signup form was intended to help identify promising leads, but there were a lot of fields to complete (first name, last name, email, job title, company name, industry, and company size) and it slowed people down.
The team wanted to shorten the signup form without losing valuable background data. With Clearbit, which uses email addresses to look up a lead’s business information, Livestorm cut three fields from the form altogether (job title, industry, and company size) and auto-filled the remaining three fields (first name, last name, and company name) as soon as the lead typed in their business email address. This left just one field for manual entry in the form, improving completion rates by 40% to 50% and adding 150 to 200 extra leads per month.
Besides forms, another way to convert website traffic into leads is through more streamlined chatbox experiences. On-site chat provides a friendly way to interact with your website visitors and serve up the information they need in real-time.
The problem is that you often can’t tell who your most high-value prospects are among all the people who start a chat conversation. It’s a waste of time and resources – and often too costly – to dedicate the same amount of energy to leads that don’t fit your ideal customer profile (ICP).
But what if you had a way to focus your live chat resources on your VIPs? Then you could give them a highly personalized experience while not exposing the chat feature to visitors that don’t yet appear to be highly qualified.
This is easy to do by integrating Clearbit with chat tools like Drift, Intercom, and Qualified to set up chats that trigger based on Clearbit’s data. You can send visitors that resemble your ICP more relevant content, like a quiz, ebook CTA, or demo request. Better yet, you can show an actual representative on the chat to provide more personalized service and signal to the visitor that they’re speaking with an actual person (instead of a bot). You can also tailor your message to use the visiting company’s name and other information using your chat tool’s templates and Clearbit’s data.
To provide their site visitors with the best possible experience, database platform MongoDB implemented different chat tracks: low-score prospects, high-score prospects, customer support, and those interested in learning about their free product, the community, or MongoDB University.
By differentiating the chat experience for each segment, MongoDB saw 3x more conversations with the sales team and shaved the time-to-book down from days to seconds. While the contact form on the MongoDB website had historically been the primary driver for sales conversations, chat has since emerged as the main source of hand-raisers.
Real-Time Sales Alerts
But what happens after site visitors fill out a form or contact you through chat? Even the smallest response delay can cost meetings and new deals.
Before using Clearbit, Radar, a company that provides developer-friendly, privacy-first location solutions, got back to a lead within an hour of form submission – and that was considered good! Then, Radar began using Clearbit to notify reps the moment a target account was on their site — when interest and purchase intent is highest — lowering their speed-to-lead time to within minutes of an account hitting their site.
To do so, they decided which visitors would trigger notifications, based on pageview, Salesforce, and firmographic data.
Then, real-time alerts in Slack (or in other formats like email digests) displayed information about the company, what page they were on, and their recent page view history.
Radar even set up alerts in a public channel – while at-mentioning the right rep to notify them – so that everyone in the company could see what was happening, react, and contribute. Amidst the celebratory emojis, the alerts provide a new collaboration point for everyone – not just the assigned rep – to help convert that customer. With the ability to see an account on their site with Clearbit, reach out at exactly the right time, and book a meeting, Radar generated $1 million more in pipeline.
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