Using Clearbit Reveal to swap value props by industry for anonymous visitors
I run demand gen at a B2B SaaS. The dream: a healthcare visitor lands on our homepage and sees healthcare messaging, a fintech visitor sees fintech messaging, all pre-form-fill while they are still anonymous. We already pay for Clearbit so Reveal data should be sitting right there.
What does the Croct plus Clearbit setup actually require, and is the industry-level swap a realistic use case or am I overreaching?
Cheers
1 answer
Not overreaching, that is pretty much the canonical use case. The requirement on your side is having Clearbit Reveal installed on the site. Reveal resolves anonymous visitors to their company via IP, and that firmographic data drives Croct audiences in real time, so you can build one audience per target industry and attach a different homepage experience to each. Industry-specific value props and dynamic logo clouds (healthcare logos for healthcare visitors, etc) are both listed use cases and both work the same way.
One expectation to set with your team: resolution takes a moment on the first page view, so the industry experience typically kicks in on subsequent page views during the session, with default content serving until then.
There is a decent walkthrough of the whole category in this post on B2B website personalization with Clearbit, 6sense, and Demandbase.