The Latest from the Go-to-Market Experts
October 26, 2021
Optimizing Your Advertising Spend with Website Personalization
As a marketer, you’re investing significant time and dollars in paid advertising in order to drive buyers to your website. But what happens when they get there? Are you capitalizing on your efforts? If you’re not personalizing the experience when visitors arrive on-site, you are likely missing out on opportunities to further engage and convert this traffic.
With an ABM strategy, you should be creating a personalized and relevant journey across all digital touchpoints. Not only are your buyers expecting this, but when you’re able to deliver on it, you’ll reap the benefits of improved campaign performance and gain a better understanding of your target audiences.
When intelligently paired with paid advertising tactics, website personalization can increase the efficiency of your marketing spend by 10-30%. Let’s take a look at the results Terminus customers have seen when they’ve connected their ads and target audiences with Web Experiences.
Perq Drove Increased Page Views
Web Experiences allowed Perq to expand the reach of their Terminus ad campaign and collect critical visitor data behavior.
Using a modal, they promoted a campaign landing page to target accounts when they arrived on their site (they used the same target account list from their Ad Experiences tactic to create a seamless experience!). Visitors who engaged with the personalization visited 3x more pages per session than visitors who arrived directly from the display ads.
Taking it a step further, Perq was able to leverage this on-site behavior to better inform their outbound sales team for conversations with the accounts, and ultimately drive more opportunities.
Rapid7 Drove Increased Conversions
With a virtual event scheduled to debut a new product, Rapid7 wanted to drive registrations with high-value customers and prospects.
They deployed a sitewide modal to capture the attention of the same visitors they were targeting with paid advertising. By focusing on those accounts they were already investing in, they were able to maximize their ad spend with Web Experiences. They could ensure that these high-value visitors were seeing the event content on-site—whether they had clicked on the digital ads or not. In addition to the traffic and conversions from their ads, Rapid7 used Web Experiences to drive a 173% increase in traffic to the conversion page and a 98% increase in conversions during the 10-day campaign.
Measuring the Impact and Iterating for the Future
Pairing your advertising tactics with website personalization not only delivers on your buyers’ expectations but also provides meaningful insights to help you optimize future ABM campaigns. With Terminus Web Experiences reporting, you can easily see the impact of your personalized tactics compared to non-targeted website activity. Plus, with the Google and Adobe Analytics integrations, you can better understand your audience by adding segmentation based on Terminus firmographic and website behavioral data. How do companies of similar size or industry act? What content do they find sticky? The answers are in the segmentation.
Whether you’re ready to start leveraging a multi-channel approach or are just getting started with ABM, Terminus can help you drive more pipeline and revenue for your business. Explore the full capabilities of Ad Experiences and Web Experiences and request a demo today.