Manufacturers have long relied on in-person meetings and events to build new relationships with prospects and foster strong connections with existing connections.
But as the world increasingly shifts to the digital realm for nearly every aspect of daily life, online marketing for manufacturers needs to replicate that in-person experience to continue winning over buyers. Traditionally, it’s been difficult to deliver that same personalized experience online due to restricted resources like time and budget — and the difficulty in uncovering anonymous web browsers.
However, ABM platforms like 6sense have made it possible for manufacturers to match anonymous web activity to potential customers, and then turn that into a personalized experience.
Let’s look at the technology that uncovers who’s on your website then serves up a unique experience for your key buyers.
Matching Anonymous Web Visitors to Their Accounts
In the past, whenever someone visited your website without filling out a form or providing their contact information in another way, it’s been nearly impossible to determine who that person is.
But technology like 6sense accurately determines who a visitor is by matching their IP address to the company they work at — with industry-leading confidence.
By confidently informing you of the accounts visiting your website, you get insights when visitors:
- Read product pages
- Download content
- Browse pricing details
These are traditionally “anonymous” activities (since they require no contact information to obtain), but by leveraging 6sense, you suddenly unlock these insights.
These insights come with another major bonus: You don’t need to use gated content or log-ins to capture prospect details. Only 3% of prospects fill out forms, so these gates serve as a barrier that prevents you from building influence with customers.
An Example
Let’s say a target account of yours has a sudden need for one of your products. A VP of Purchasing begins a cursory search of providers for this product. They land on both your website and a competitor’s site.
Because you use 6sense, your teams are alerted to the activity from this account on your website — and the exact pages they’re visiting. Your competitors, who do not use 6sense, are left in the dark. They only see anonymized data about their website visits. Since the prospect didn’t fill out a form, your competitor only knows that somebody visited the site, but not who.
You have the upper hand to start engaging with this critical account.
Turning Those Insights into Personalized Experiences
Even more valuable than knowing when buyers are browsing your website is the ability to serve them a personalized experience when they land on your site.
When you know who’s visiting your website through accurate account identification, you can create personalized:
- Sections on individual pages
- Landing pages for specific accounts
- Unique product pages according to a buyer’s interests
- Videos highlighting product features
- Offers for individual accounts
These personalized experiences are available by pairing 6sense’s deep insights about web visitors with technology that makes your website easily customizable to support personalization. Personalized website development for manufacturers doesn’t require an army of developers or sky-high budgets. It can be done quickly and effectively — for relatively little cost considering how much value it drives.
The results from delivering personalized web experiences for buyers are stunning:
- Sales cycles decrease by 42%
- Deal size increase by 16%
- 22% of web visitors receive personalized experiences
The most beautiful part about those results? They don’t require additional resources or spending to achieve.
Once you’ve onboarded 6sense and started creating personalized experiences, they start showing up for your accounts automatically. Manufacturers looking to increase deal size or uncover more opportunities can achieve those with website personalization.
Conclusion
Replicating the benefits of in-person engagement through digital marketing for the manufacturing industry is achieved by delivering personalized web experiences. 6sense matches anonymous web activities to the companies where they’re happening.
Pairing that account intelligence with web personalization tools makes it easy to create unique experiences for your target audience — without the need for additional resources or going over budget.
Interested in how 6sense delivers immense value for manufacturers? Read more here.
