B2B marketing tip: Targeting prospects on your Web site

All smart marketers agree that reaching the right people with their B2B marketing message and content offer makes the biggest difference in the success of marketing efforts. Sending the wrong message to the right market, or the right message to the wrong market, is a complete waste of money.

That’s why automated lead nurturing is such a rapidly growing B2B marketing approach. By automatically emailing a new offer to a lead/prospect — based on the action that person has last taken — boosts the targeting and gives marketers a better chance of sending the right message and content offer to the right person.

Web sites are different. Although B2B marketers use multiple channel options (SEO, SEM, email, social media, direct mail, banners) to generate Web site visits, they do not have control over who gets their messages.

If a company’s targets come from multiple industries, multiple departments, or multiple titles, who should the messaging on their Web site speak to?

If the decision maker is the CFO, should the focus of the introductory message be on cost, ROI, and the bottom line? What if the product is actually a sales or CRM tool? It’s then recommended by the sales manager, but the CFO has to make the decision due to cost. Wait a minute. If IT has to install and manage the tool, IT needs to have a big say in the decision.

So now the B2B marketer is back to the Web site. Who the heck should it talk to?

Most companies serving multiple industries do a good job of providing navigation to information for each industry. But it’s surprising how few provide specific navigation by individual target or title.

In 2007 I wrote copy for the Web site of a company selling inventory management software to healthcare facilities. The home page navigation included navigation by department, which is, in essence, navigation by the needs of the titles in that department. Under “Advantages” it included:

  • Compliance Benefits
  • Financial Benefits
  •  Inventory Benefits
  • IT Benefits
  • Process Benefits
  • Quality Control Benefits
  • Nurse/Patient Benefits

Each target has different goals and motivations. Each item can link to a page dedicated to the specific benefits the product or service brings to that title or department.

The more a Web site can reach out to the individual needs of decision makers and influencers, the better chance it has of engaging its prospective buyers. Navigation by title or department is a simple, but effective addition that makes Web site messaging more targeted and more effective.

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