Why you need a differentiated website experience

Chapter 1

2 minutes

Why you need a differentiated website experience

The classic rom-com trope of struggling to find “the one” isn’t so different from the process of selecting the right software. With over 103,000 business software apps in the world, buyers have a lot of options.

B2B SaaS tech map

To help buyers find the perfect fit, marketers must create personalized website experiences. As Thibaut Davoult, Head of Growth at Livestorm, says, “Trying to talk to everyone, you end up talking to no one.” Go-to-market teams can’t afford to lose out on buyer intent due to poorly designed, one-size-fits-all websites.

And, with rising costs and decreasing budgets and headcount, optimizing your website is critical to capture demand at scale. Whit Bouck, Managing Director at Insight Partners, shares, “With ongoing economic and geo-political uncertainty, marketing leaders will be expected to find ways to drive continued growth with smaller budgets (and maybe fewer employees, too).”

A successful website personalization strategy drives more conversions at scale, lowering the cost of acquiring a customer and increasing the yield from existing CAC.

Marketing Predictions 2023

A differentiated web experience also:

  • Delivers relevance: In a recent article by Ann Handley, she discusses the origins of the humble green bean casserole. In 1955, Dorcas Reilly invented the Thanksgiving Green Bean Casserole, made of frozen green beans, Campbell’s Cream of Mushroom soup, milk, and fried onion strings. The recipe took off, and today, it still continues to drive 40% of Campbell’s Cream of Mushroom soup sales. This recipe was so successful because of its relevance to core consumers at the time, housewives. They were looking for simple, quick, and easy solutions to feed their families and Campbells capitalized on this, managing to sell an often overlooked product. Whether you’re selling food products or B2B tech, delivering relevance drives revenue.

  • Builds trust: Imagine that you work for a healthcare startup and that you are searching for a marketing automation tool. Marketing automation tool A’s website displays logos of customers in the healthcare space along with relevant messaging. On the other hand, marketing automation tool B’s website shows logos from various industries, like banking and telecommunications. Which company are you going to trust more? Probably the former, as it speaks to your specific industry and unique challenges.

  • Delights the skimmer: People are busy and attention spans are short. The average human has an attention span of 8.25 seconds. Combine short attention spans with thousands of options, and you can see why a customized website is a critical way to stand out.

To help you drive more conversions at scale, Clearbit and Mutiny created this guide to building a successful website personalization strategy.

Keep reading to learn how to:

  • Lay the groundwork for website personalization from target audience to technology
  • Build and implement a website personalization strategy that drives conversions
  • Use Clearbit and Mutiny to build a personalization strategy, with examples from Livestorm and Dropbox DocSend

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