Personalized lanes drive supersized conversions

Personalized lanes drive supersized conversions

November 07, 2019

Peanut butter and jelly, Tina Fey and Amy Poehler, shoes and socks on an airplane — some things are just better together.

Some of the fastest growing product-led companies start out with a freemium offering. Think Dropbox, circa 2010. Eventually they move upmarket and start focusing on larger deals too — and their model breaks out into two tiers: self-serve and dedicated sales for enterprise.

Freemium and enterprise can work together in PB&J harmony to maximize revenue. But that original self-serve experience can't serve both audiences.

Personalize the lead experience for self-serve and enterprise by creating two distinct tracks and automatically serving up the right one. Each track can be optimized for best-performing CTAs, headlines, chats, and more, to boost conversions all along the way. By routing strategic leads over to sales — your self-serve funnel can hum along while enterprise deals don't slip through the cracks.

Deeper personalization than an enterprise landing page

It's critical to treat a B2B buyer from a huge Fortune 500 company differently from someone at a tiny company or an individual consumer. Not only do you want your sales team to talk to them, these leads are looking for solutions to specific enterprise needs, like enhanced security, collaboration features, and dedicated support.

Studies confirm it: people prefer personalized experiences (PDF alert!), and they buy more from the companies that provide those experiences. In fact, businesses that personalize web experiences see an average sales increase of 19% and personalized CTAs perform 202% better than their generic counterparts.

Personalized marketing works because you're connecting directly with a specific audience about their specific needs.

Of course, self-serve and freemium companies already know this. It's standard practice to add a dedicated enterprise landing pages to your homepage with this business model.

This example from Droplr does a great job of demonstrating key values for both tracks. The homepage runs through a list of features and provides a product animation that showcases its speed. Linked from the top navigation, an enterprise landing page begins with security and includes use cases from existing customers like Intercom and TED.

Droplr homepage and enterprise landing pageDroplr's homepage and enterprise landing page

From the homepage, enterprise content is one click away. But wouldn’t it be great if the right version got served up automatically?

Or there might be a "choose your own adventure" experience like RingCentral's. From one homepage, you can self-select into the right path.

RingCentral's two-product homepage

One emphasizes ease of use, the other highlights the connection of internal teams. The small business section has a blue-collar vibe, while the person on the right is wearing a suit and using some sort of next-gen, tri-fold smartphone.

But this method limits information about each path without creating too much confusion. And with a decision still required, any remaining uncertainty can result in the wrong choice.

If we dig deeper into why personalization works so well, it also comes down to the shortest distance from your message to the visitor's feeling that "this is for me!" When a consumer is presented with too many choices, they’re less likely to make a purchase (see: The Paradox of Choice). Plus, studies have shown that “increased choice decreases satisfaction with matters as trivial as ice cream flavors and as significant as jobs.” Honey lavender matcha? You lost me at rocky road.

When you incorporate personalization tools that automatically serve up the “right” choice and get leads into the right service path, you take out the guesswork for your ideal leads, optimize the efforts of your sales team, and improve your chances of conversion.

How to create automatic tracks for self-serve and enterprise

In order to personalize your site for enterprise and freemium leads, you need to be able to recognize firmographic information about your website visitors — most importantly: How big is the company the visitor works for?

Once you decide on a target threshold that defines enterprise, say 500 employees or more, you can customize accordingly. Visitors from companies above that number see enterprise-specific messaging, while those below the threshold are nudged toward self-serve options. Couple firmographic data with location data and tech stack data to create even more robust targeting.

This targeting isn’t rocket science, not even nuclear physics. Start by adding Clearbit Reveal to recognize which companies are visiting your site and then with a personalization platform like Mutiny, Optimizely or Google Optimize, you’re well on your way to bespoke messaging and increased conversions. No, really, added half a million in ARR with 30 minutes of setup.

3 ways to personalize for self-serve vs enterprise

After your company size filter is set, you’re ready to build the rest of your marketing personalization strategy. Here are a few examples of what you can do.

Headline & CTA

We live in a world where bounce rates are high and attention spans are short. The best converting businesses write headlines and calls-to-action that speak directly to either self-serve or enterprise visitors.

A personalized headline is a great way to keep users on site, engaged, and on a tailored user journey. Self-serve headlines are often purposefully general, casting a wide net and targeting a product’s most universally valued features. Enterprise headlines regularly focus on issues specific to large companies like sharing, security, and centralization.

The text on a call-to-action (CTA) button is used to direct visitors into their appropriate lanes and makes it obvious what track they will enter. Use “try for free” or “sign up now” for self-serve users who will enter your product immediately. Present “talk to sales” or “get a demo” to set immediate expectations for enterprise visitors.

From click one, self-serve prospects who may never spend a dollar with the company are directed down one lane and are now less likely to waste the time of the sales team. Enterprise prospects are directed down another lane, and they don’t have to wonder what their next step should be.

Livestorm is a webinar software who tripled enterprise signups and increased deal size by personalizing their site based on company size of visitors. Using a combination of Clearbit and Mutiny, they changed the homepage's headline, CTA, as well as value prop messaging and navigation.

Livestorm's site customized by visitor company size

Live chat

The rise of live chat services presents another opportunity to personalize the user journey. For instance, because the bandwidth of a sales team is limited, you can choose to activate live chat only when an enterprise prospect is on site and route target leads to the right sales rep.

If a visitor fits better with self-serve options, a chatbot that answers common questions might do the trick with only a one-time setup. Or, build a basic bot that collects key info and route it to your sales team for a later followup.

Learn more in our Guide to Personalizing B2B SaaS Journeys with Chat

Behind the scenes customization with enrichment

The prospect experience isn’t limited to what’s displayed on the screen. When you enrich all your signups — no matter what CTA was clicked or form was submitted — you can instantly customize your sales and marketing response to their interest, from qualifying and routing the right enterprise leads to sales to personalizing emails.

With improved data, Gong customized their qualification and routing rules to present their best leads with a calendar of available demo times.

Gong's calendar for qualified leads

Now there's less work for top enterprise visitors to request a demo and they experience a level of control in the sales process. Explained by Russell Banzon, Gong's Director of Demand Generation, "Our best fit prospects now get a frictionless buyer experience and a fast-track to become raving fans."

Giving each journey its due

Chances are, if you’re already separating self-serve and enterprise, you’ve got existing strategies for each. If that’s the case, all that’s left is paving those lanes and removing the guesswork for potential customers.

Once enabled, track the change in total MQLs, but keep an eye on the percentage moving down the funnel, accepted and qualified by sales. When it comes to enterprise and self-serve, personalization drives higher quality enterprise prospects, while directing self-serve users toward signup without delay.

Really, a tailored user journey doesn’t have to be complicated. Much like the cologne I bathed in before my first middle school dance, a little personalization can go a long way. Start with a few small changes and follow the early results. You’ll probably find most people are just vanilla or chocolate anyway.

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