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How To Implement Website Personalization for B2B SaaS with Teemu Raitaluoto

How To Implement Website Personalization for B2B SaaS with Teemu Raitaluoto

As a SaaS marketer, you know how important it is to understand your target audience and tailor your messaging and marketing efforts accordingly. That's where website personalization comes in. But with so many different segments to consider, how do you know where to start?

I recently had the chance to speak with Teemu Raitaluoto, founder of Market Tailor an expert in website personalization, about the best practices for getting started with personalization and making the most of it.

Which types of companies are better suited for the use of personalization?

According to Teemu, B2B SaaS companies are one of the best segments to benefit from personalization. These companies usually have a product or service that's suitable for multiple segments, so they can really make the most of personalization to tailor their messaging and marketing efforts to specific segments.

When you go to apply website personalization, what's the main thing to look out for?

The first thing to consider when applying website personalization is who is already visiting your website.

From there, you can start to personalize based on factors like industry and company size. Teemu also suggests considering account-based marketing (ABM) and personalizing by specific accounts.

How to do website personalization?

To make full use of personalization, Teemu recommends:

  1. Starting by collecting data to see who already converts and at what rate.
  2. Also interview your sales team to find out what factors different segments of your audience tend to react to.
  3. From there, identify segments that have lower conversion rates and plan to see if you can bring up their conversion rate through personalization.
  4. Implement personalization tests on those segments.

One way to do this is to start by repurposing landing page content for different segments.

Depending on the amount of traffic you have on your website, you can start by optimizing a few key pages for different segments or by targeting a larger number of segments with more pages.

If you have less than 5,000 visitors per month, Teemu suggests starting with just one segment.

If you have more traffic, you can start with targeting three segments.

What are the main elements to be personalized?

There are many elements that you can personalize on your website, including logos, testimonials, copy, images, and calls to action. Teemu suggests focusing on use cases that will be relevant to the prospective buyer, based on their specific needs and interests.

How long should you run personalization tests?

According to Teemu Raitaluoto, the length of time you should run personalization tests depends on the amount of traffic on your website. A reasonable timeframe is 2-3 months.

Any common mistakes?

Raitaluoto advises to be careful when using a company's name in personalization, as it may come across as creepy or unsafe by suggesting you're scraping their information. It's also best to avoid using a person's name.

Who does personalization particularly well?

Raitaluoto cites Stripe as an example of a company that does personalization well. They have an international client base and personalize based on the location of the visitor.

What metrics do you watch to measure the impact?

To measure the impact of personalization, Raitaluoto recommends paying attention to the conversion rate, engagement rate (how much time visitors spend on the site), number of interactions, and scroll depth. The goal is to aim for an improvement of 200-300%.

Any tips for account-based marketing (ABM) personalization?

For ABM personalization, Raitaluoto suggests highlighting the specific interests of the account, such as the applications they already use that they may want to integrate. This allows you to tailor your messaging and approach to the specific needs and preferences of the account.