The Journey: How did B2B buyer journeys look like in 2022? Benchmarks and Stats – Part 2
One thing we can definitely take from 2022 is that it’s a buyer’s world, and we’re just living in it. The road these buyer journeys are on is longer and bumpier than ever. Let’s get right into it.
Picking up from where we left off in part 1 of our analysis. In this edition, we will talk about statistics on the impact of personalized content and experiences on accounts.
How Many People For Each Target Account Are Visiting Your Website?
We are seeing a trend in sales qualified accounts that there are 10-19 unique people visiting your website. That means you can expect a variety of buyer personas from each company, who are engaging with your content. Furthermore, 4 out of the 11 pages that visitors are reading, before converting to SQL’s, are content pages; This creates a greater challenge to ensure each persona is engaging with the right content.
Putting The Persona Back In Personalization
This leads us to our next insight about how personalized content helps to address this challenge. When we looked at the conversion rates of personalized versus non-personalized content journeys, even we were blown away by the figures. A whopping 7.3X higher conversion rates to MQL and 5.5x to SQL.
It’s All About Efficiency
Growth is no longer the main factor in evaluating companies’ success. Profitability is taking the lead, and is achieved through efficiency – the art of accomplishing more with less. Marketing teams are shrinking down and their TechStack needs to generate business outcomes at scale. In times of rapid change it’s always good to get back to basics.
Here are our key takeaways:
- Ability to measure ROI – In 2023, being able to show $ impact will be a critical factor – in marketing technologies, efforts and resources. Start with the ability to connect to ROI and work back from there.
- Hyper focused target lists – Gone are the days of thousands of companies. The more you can focus and segment, the better. We see a 10X increased interaction-rate with hyper-targeted Razor-sharp target lists and audiences (dozens to a few hundred companies) compared to ones with thousands.
- Content per persona – Having specific content for those personas increases the odds of conversion, in addition to increasing the enablements of hyper personalization.
- Engagements at the contact level – Going beyond the persona level and connecting with the individual human behind the screen.
Going back to our first point about measuring ROI, the big question is how to do that at scale – efficiently and effectively. If you want to find out the answer, stay tuned for our upcoming product updates.