Winning personalization with first-party data: Transforming anonymous traffic into GTM insights

In the fiercely competitive B2B market, the secret to standing out is no mystery: it’s all about personalization. The ability to capture the attention of your buyers at every step of their journey through relevant content and tailor-made experiences is a requirement. According to a recent Forrester study: 72% of B2B customers now expect fully or mostly personalized content when engaging with products and services. This shift in buyer expectations demands that businesses urgently adapt their Go-to-Market (GTM) strategies.

However, a significant challenge persists: with an average of 97% of website visitors remaining anonymous, many B2B organizations lack visibility into critical data points about the buyer journey, limiting their ability to create meaningful, personalized experiences. For global enterprises with millions of monthly visitors, this translates to countless missed opportunities.

The solution is clear: organizations must transform previously anonymous traffic into actionable, first-party intelligence. Many enterprise organizations are pioneering this transformation by using advanced solutions like Bombora’s Visitor Insights, which de-anonymizes website traffic and enriches it with firmographic, demographic, and intent data. These critical insights enable them to deliver the highly personalized experiences buyers expect, from their first interaction to their final decision.

As your organization evaluates the impact personalization can have on your GTM strategy, you should consider: 

• What intelligence is most valuable to shape personalization strategies 
• How visitor data will map to the stages of your buyer’s journey 
• Ways to leverage interest and intent data to optimize engagements

Expanding the role your website visitors play in personalization not only gives buyers the experience they expect but also creates a competitive edge to drive increased engagement and revenue. 

Data alignment with your strategy

Connecting the dots between the visitor data available and the content you will serve to visitors is key. Ideally, your data provider should offer comprehensive options from firmographic and demographic to interest and location data to ensure you can power sophisticated engagements. 

Consider a medical device manufacturer that leverages Visitor Insights to identify when a cardiologist in the New York area visits their site. They serve specialized content on the latest cardiac monitoring devices recently approved for use in New York. This personalized content extends the visitor’s time on site and prompts them to send an email to their local sales rep for more information.  

Leveraging personalization at every stage of the journey

Creating content that is optimized for each stage of the buyer’s journey allows you to create a more cohesive and effective approach to attracting, engaging, and converting high-value prospects at each stage of the buyer’s journey. 

Awareness stage:

• Dynamically adjust messaging and CTAs for identified high-value accounts
• When visitors land on your site and have not shown any intent, offer them high-level product overviews and generate initial interest

Consideration stage:

• Send visitors in different industries and job functions to corresponding product and role-based pages
• Retarget visitors with offers based on the topics consumed on-site

Decision stage:

• Offer personalized demos based on visitors’ offsite research activity
• Populate relevant case studies tailored to the visitor’s industry and business size as they navigate your site

Leveraging intelligence about your website visitors to provide stage-specific content will transform your website from a passive information-gathering experience into a dynamic, targeted growth engine that drives conversions and accelerates sales cycles. 

Optimizing the experience with interest and intent

Harnessing the power of each visitor’s specific interests to present them with content mapped to the topics that matter to them can be the difference between a user navigating away from your site and extending their site engagement. Most visitors spend a minimal amount of time looking for the information they seek before they give up and head elsewhere. Having and applying intelligence about a visitor’s interests and behavior allows you to deliver the most relevant content, the first time, in real time. 

Consider a cloud security provider that uses Visitor Insights to detect when a CTO from a target financial services account visits their site and has shown interest in security solutions. The bank then triggers a tailored call-to-action to learn how their security solutions are trusted by the largest banks in the world. This level of personalization is critical to ensuring an optimal experience for your target personas and accounts.    

The future of enterprise GTM is personal

In an era where buyer expectations are higher than ever, generic marketing approaches no longer satisfy.. By harnessing the power of first-party data solutions like Bombora’s Visitor Insights, enterprises can fuel GTM strategies that are buyer-centric, personalized, and truly resonate with their target audience. 

Ready to create personalized experiences with first-party data? Explore how Bombora’s Visitor Insights can unlock the potential of your 97% anonymous traffic, enhance your GTM approach, and drive substantial business growth in today’s data-driven world.