How can you design B2B websites that cater to buyer personas?

There is extensive information about building out your key decision making personas and tailoring approaches for them. However, in my experience, one persona that is more often than not ignored by b2b marketing teams is 'the researcher' - mostly a junior level person in the team who is tasked to build up a list of 3-5 recommendations. This person will mostly begin with google e.g. 'best CRM tools'; the ideal landing page journey for this persona should be a simple landing page with base pricing info, your biggest reference customer logos and key product features

Relevancy and recognition is now expected in B2B when buyers visit your site. What really moves the needle on conversion and delivers the best experience for your buyers is being helpful. Messaging, CTA's and social proof relevant to them and removing the reliance on them to have to find the right content for them that is often hidden deeper in the site. Tools such as Lead Forensics will give you visibility of who is coming to your site (company names, industry etc) as well as your most visited pages by industry. You can then overlay intel from tools like Hotjar and Crazy Egg and personalise your site to your ICP's with a tool like Webeo or Mutiny.

Knowing your buyer is the base for your whole website. If you've only got one ideal buyer, you're in luck! Crafting a website around them is much easier than if you have multiple. In either case: - Define who your buyer is and how they think about their jobs (or whatever they're trying to accomplish) - Use website heat mapping and/or session tracking to see how they currently interact with your site (what are people looking for, and in what order?) - Map out your website to what they're searching for, keeping in mind how they approach their work/tasks - Make it super simple for them to get whatever they're looking for (and act on it!)

In the B2B landscape, buyers expect relevance and recognition on your site. Elevate conversion rates and enhance user experience by prioritizing helpfulness. Tailor messaging, CTA's, and social proof to the unique needs of your buyer personas, eliminating the need for them to search for buried content. Utilize tools like Lead Forensics for visitor insights (company names, industry) and identify popular pages by industry with Hotjar and Crazy Egg. Personalize your site effectively for your Ideal Customer Profiles (ICPs) using tools like Webeo or Mutiny, ensuring a tailored and engaging experience.

Die beste Art und Weise, die Zielgruppe zu identifizieren: Mit den Menschen pers?nlich zu sprechen. M?glichst mit mehreren Personen, um nicht wegen einer Einzelmeinung alles auszurichten, sondern durch mehrere Meinungen Muster und Strukturen zu identifizieren. So erf?hrt man, was die Zielgruppe wirklich bewegt und was Kaufhindernisse sein k?nnten, ob noch andere Stakeholder Entscheidungen beeinflussen oder Budgets freigeben müssen. Gute Orte, um Menschen aus der Zielgruppe zu treffen: Messen, Netzwerk- und Branchenveranstaltungen und natürlich auch LinkedIn, um einen Videocall auszumachen.

Overthinking your buyer journey can lead you into the multiverse! Instead, incorporate dynamic content! Dynamic content is a game-changer! By using tools and technologies that allow you to personalize content based on user behavior, preferences, geolocation, and demographics, you can create a more engaging and tailored website experience. Offering relevant content recommendations, personalized offers, and targeted messaging can significantly enhance user engagement and conversions through different buyer journey scenarios.

Ditch the old-school mapping of the buyer journey and embrace the power of storytelling! I like to think of a B2B website as an epic novel, where each page is a new chapter in my customer's adventure. Use interactive elements like quizzes to tailor the experience, making information gathering engaging and memorable. This approach turns the traditional buyer journey into an immersive and enjoyable narrative, engaging and delighting your audience in a fresh, dynamic way. It's not just about the sale, but creating a memorable and interactive story that captivates from start to finish. Engage, entertain, and educate - that's the new mantra for a successful B2B website experience!

I think creating a “buyer centric” experience where potential customers can “create” their own journey and learn everything about your product BEFORE they talk to sales is key.

Once the website is live, don't just assume you’re done. The actual design process of the website is very often based on our own assumptions; what you need is data that would allow you to analyse and optimise the customer journey. Tools like HotJar and properly configured GA4 property will help you understand how people interact with your site and identify any bottlenecks that prevent them from converting. Platforms like Wynter, on the other hand, will help you validate your message with your ICP before you decide to spend the big $$ on driving paid traffic.

Ich finde es wichtig, Klartext zu sprechen. Und sich zu positionieren: Dieses Angebot passt für Zielgruppe X und kostet ab xxx Euro. Websites haben die M?glichkeit, Preise transparent zu kommunizieren. Keiner muss mehr Zeit im Sales Call verschwenden, um zu erfahren, dass das Angebot inhaltlich gar nicht passt oder den Budgetrahmen sprengt.

If we have more than 1 buyer persona and we want to cater website content to each of them, we cannot do it by just showing all the content by industry, role... In 2023, we need to be RELEVANT. We need to customize the experience, by showing just what it is relevant to that profile. For that we need tools like Wynter, Muttiny or Folloze, just to name a few.

One of the easiest ways to produce relevant content for your homepage and your website is to speak the customer's language. Speak to your customers, ask them why did they chose your product, what do they like about your product, how it helps them increase revenue, save time, etc etc Gather insights and understand what's the push, pull, anxiety and habits of your category, your product, and your competition and use those exact copy. It's 2024 we cannot use messaging like All in one platform, etc we have to carefully articulate what the product does and to whom. If you are selling it to different ICPs and industries then use tools like Mutiny that help you hyper-personalize messaging based on who visits your website.

Tools like CrazyEgg and Hotjar are worth spending time with. Understand where the user engages, where their mouses hover, and where they are drawn to click. Without testing, everything else is just a guess.

Usability testing is an important element here. Once you have designed your page, you will be very familiar with the layout and where the information is laid out. It may feel like common sense to the website team, but this doesn't mean that this will be the case for your audience. Something you can incorporate as part of your testing is a focus group. You can start with people within your organisation and give them a series of actions you would like them to complete, such as registering for an event or gated content, or information you want them to find, and then gather feedback on their experience in using the website.

Your actual job starts when you launch and publish a website. You have to get actual conversions that bring you money, not the newsletter signup or ebook download subscribers. They are also useful to nurture with email campaigns but you need to able to get high intent leads through your pricing page, and homepage who submits a demo form. Install website pixels on ad platforms, integrate with Google Analytics and platforms like Factors AI, and Mutiny that identify anonymous website traffic so you can see if a relevant audience is visiting your website, and do a lot of A/B testing with copy, buttons, colours through platforms like VWO, embed HubSpot forms to track each conversion instead of native forms and keep testing.

There is a pretty simple answer to this. Have a page for each persona, which tells them: 1. What problem you solve 2. How you solve the problem 3. Benefit of solving it 4. Consequences of not solving it 5. Who you’ve solve it for Pretty much every SaaS website has a page for each buyer persona. Then your homepage is your generic messaging, which should be relevant to them all but hit the same spots.

We need to combine tech + market and buyer persona insigths and knowledge to create websites that cater to buyer personas. The tools detailed in this article are not enough. We need to have dynamic website creation capabilities to do this. Without tools WE CANNOT get this. There are tools that enable you to do this: - Muttiny: It converts your website department-led webpages (pricing, product page, homepage) into ICP-customized websites. - Folloze: It customizes your landing pages (no general website pages) to your buyer persona or person within the buying committee. It unveils visitor info without need to fill a form. -Wynter: It A/B tests messaging through different buyer persona and audiences. -

Talk to real users or potential users who fit the profile. As well as you might make your personas, there's nothing like the real thing. Getting real feedback early can help you to avoid mistakes that might be more costly/difficult to fix once you've completed development. This is also a great networking opportunity and shows your user base that you value them.