Where do we start to show industry-specific messaging to anonymous B2B visitors?
planning our Q4 homepage refresh and hitting a wall. right now everyone sees the same generic pitch, but honestly half our traffic is anonymous companies in wildly different industries. a fintech and a logistics company should not be reading the same hero.
just saw Croct has a B2B firmographic family and it looks like exactly what I want, industry-specific value props for visitors we have never identified. before I pitch this internally I want to map out what actually has to be wired up first. do I need a data vendor, and then what, build audiences on top of it
2 answers
The B2B firmographic family works with a firmographic provider you connect: 6sense, Demandbase, ZoomInfo, or Clearbit. The provider resolves an anonymous visitor to their company, and that firmographic data (industry, company size, buying stage) becomes available for personalization. It powers use cases like industry-specific value props, messaging by company size, buying-stage messaging, dynamic logo clouds, and ABM targeting.
The path is:
- Pick the provider you already license and connect it. There is no need to buy a new tool if you already have one of the four.
- Build audiences on the firmographic attributes, for example one audience per industry.
- Attach the industry-specific content to each audience.
Croct resolves the chosen content server-side, so there is nothing swapped on the client and no flicker between the default and the tailored hero. If you are still deciding which provider to standardize on, the differences between them are worth a look when comparing the firmographic providers.
We shipped this last quarter. One practical tip: start with the provider you already pay for rather than adding a vendor just for personalization. We already had ZoomInfo through sales, so that was the obvious starting point. The industry hero was the first audience we built and it was the easiest one to get leadership sign-off on, since it is a very visible before/after.