Everyone knows how important having a finely tuned, succinct elevator pitch is to helping promote a company. And if you happened to be in an elevator with a CEO of a fortune 500 company, you’d probably tweak your pitch accordingly, right? So, why shouldn't your website do the same?
Tweaking Your Website's Message
Though your company’s services don’t change, the way it manages projects for businesses of different sizes and budgets, does. Large corporations require a larger infrastructure or storage space than a small or mid-size business does. If you were able to tweak your website so that relevant white papers were promoted to the right audience, or appropriate pricing information was presented to the right user, it would no doubt help to streamline your website’s call to action.
But as we’ve reported before, tracking your users’ behavior can be risky, not to mention litigious. Back in April, we talked about the future of online tracking behaviors and how companies like Demandbase are experimenting with tracking the I.P. address of companies, rather than individuals to help their customers collect better information about online users.
Recently we talked with Greg Ott, Chief Marketing Officer at Demandbase to learn more about the future of B2B marketing and what it means for online marketing.
It’s no surprise that online marketing has changed the way companies operate and initiate sales. Yet, Mr. Ott thinks that there is much more sales and marketing departments can do to leverage analytics to optimize their interactions.
Currently, sales teams in the B2B space learn about their prospective clients using the same car salesman pitch to prospective buyers – by asking questions. As a result, prospective buyers must fill out long, overwhelming forms designed to collect information that can better serve sales teams to target their approach.
But what if you already knew your users demographics before they filled out the form? It could make the sales process more accurate and salespeople would be better prepared to interact with users, making it a better use of everyone’s time. Ott says that Demandbase is perfectly poised to understand the online corporate identities of those visiting websites. Presenting information specifically targeted at specific corporate profiles ensures that customers find what they’re looking for.
By leveraging the insight that Real Time ID provides them, everyone becomes more effective and ROI improves because the user experience is better by the time the prospective customer gets to the salesperson.
Be Understood, Not Targeted
While the future of online marketing will be more data-driven then ever, we must keep in mind that customers don’t want to be targeted; rather they preferred to be understood. This is a good reminder for all companies who struggle to identify and optimize their customers’ behaviors. Data-driven marketing strategies can only work if they help customers feel valued, access relevant and meaningful information, while improving their interactions online and in person. Anything less, and customer experience is severely compromised.