HypedUp E16: When CRO meets ABM 🤝

Hello everyone!

I know it’s been a while, but I’m so excited to share today’s episode with you.

We had the privilege of linking up with Avishai Sharon, CEO of Trendemon - the experts in Account Based Marketing (ABM)*.

Avishai and Cameron met up to discuss the interesting topic of the differences between B2B and B2C websites in terms of optimization and personalization.

*Account-Based Marketing (ABM) is a strategy where a company focuses its marketing efforts on a few high-value potential customers (accounts) instead of trying to attract as many customers as possible.

Read more about it here

Today’s episode is a summary of their discussion (we know how short people’s attention’s spans are). I will also be posting a link to the actual recording at the bottom of this post for those who prefer to watch the video.

Here are the key takeaways from the conversation 👇

1. Methodologies and Processes:

While the core methodologies for CRO in B2B and B2C remain consistent, the application differs significantly. Both sectors require identifying problems, leveraging data, and iterating tactics.

However, B2B benefits from rich data sets that allow for immediate user identification and experience personalization, a luxury not always present in B2C, where data is often built from user behavior over time.

2. User Journeys and Content Role:

B2B buyer journeys are typically longer and more complex, involving multiple decision-makers and extensive content consumption. In contrast, B2C journeys aim for quick conversions with minimal deliberation. Content in B2B therefore serves not only as an SEO tool but also as a crucial educational resource that supports the entire decision-making process.

1. Data Utilization and Personalization: B2B optimization can use data to de-anonymize visitors and create tailored experiences based on user roles and company information. This approach contrasts with B2C, where personalization often revolves around demographics and psychographics. It is important to highlight the importance of understanding and segmenting B2B audiences to enhance personalization efforts effectively.

2. Shift from Lead-Based to Account-Based Marketing (ABM): The discussion lead to the importance of a shift from a lead-based approach to an account-based perspective in B2B marketing. This transition focuses on educating and converting entire accounts rather than individual leads, aligning marketing efforts with the complex nature of B2B sales cycles.

1. Increased Investment in Paid Media: We have observed a significant increase in paid media investment for B2B companies, reflecting a more offensive market stance. Avishai shared that organic traffic to B2B websites has increased by 60%, and paid traffic by 120%, indicating growing optimism and investment in digital marketing.

2. Conversion Rates and Deal Sizes: Cameron noted that while overall conversion rates in B2B have shown a slight increase, the journey from initial contact to closed deals remains challenging. Despite this, there has been an increase in deal sizes, suggesting that when conversions do occur, they tend to be more substantial.

1. Leveraging Content for Personalization: Using content consumption patterns can be a great way to personalize user experiences effectively. By understanding which topics interest different personas, B2B marketers can tailor their outreach and engagement strategies to meet specific needs and preferences.

2. Importance of Experimentation: The iterative nature of CRO must be emphasized, advocating for continuous experimentation and refinement. The discussion highlighted the need for granular segmentation and targeted personalization to enhance user experiences and drive conversions.

I hope you guys find the recording as interesting as I did. There is so much insight here to digest which is so relevant to both B2B and B2C websites. Below is the video for our more visual learners who would prefer to watch the whole thing (which we encourage!).

If you’d like to learn more about CRO (or ABM) or just chat about experimentation and personalization, we are just a dm away.

See you next week,

Aharon & the Hype Team