Can I show different messaging to SMB vs enterprise visitors based on company size?
our product lands really differently depending on who is looking. small teams care about how fast they can get started, enterprises care about security and admin controls. right now the homepage tries to say both and ends up muddy.
I would love the hero to speak to each group directly. does firmographic data let me split messaging by company size, so SMB visitors and enterprise visitors see different framing?
2 answers
Yes, this is one of the core use cases for the B2B firmographic family, messaging by company size and buying stage. The providers expose employee ranges and revenue brackets, which is what you map company size to.
In practice you build separate audiences on those ranges, say one for the SMB employee band and one for the enterprise band, and specify different content per audience. SMB gets the get-started-fast hero, enterprise gets the security-and-controls hero. Same slot, two audiences, two variants. Buying stage works the same way if you want to layer it, there is a clear example in personalizing by 6sense buying stage.
Worth planning for the overlap before you ship. If your bands ever touch, or you add a buying-stage audience on the same slot, more than one experience can match a given visitor. Set the experience priority (the numeric rank per slot) so the resolution is predictable and you are not guessing which one wins. We skipped that at first and had two experiences quietly competing on the hero.
this is exactly the model I was picturing, two bands to start and priority set so they do not fight. going to prototype the SMB and enterprise heroes this week.