How AI can make B2B websites more persona-driven, more engaging and more human.
Your website has only one opportunity to make a good first impression. At the same time, B2B buying committees are complex — so how do you know you’re framing your value proposition most effectively for the target persona who happened to land on your homepage?
Until now, the challenge for B2B marketers has been saying something compelling and specific without excluding important audiences. However, thanks to GenAI, it is becoming possible for our websites to become dynamic — to recognize target segments visiting the site, make educated guesses about their goals and serve up a customized experience tailored for intent-driven engagement.
In other words, AI is making it possible for a B2B website to personalize the experience it delivers based on persona, which boosts engagement and, ideally, conversions.
Dream with us a bit here as we look into the immediate future of B2B website strategy and explore what could be on the horizon with AI-driven personalization.
Persona Recognition and Intent Prediction
Based on a range of factors, AI can analyze key user information and on-site behaviors (particularly with returning users) and identify a likely pre-determined persona category that fits each user. Information and digital signals might include:
- Company size
- Industry
- Location
- Search terms
- Referral source
- Previous site interactions
Using these details to identify a persona, machine learning models could then potentially be used to predict the intent of the visit, such as initial research, establishing company credibility or purchase evaluation.
Based on the combination of an assumed persona and predicted visit intent, aspects of the website could be customized in real time through agentic AI. For example, an enterprise-level buyer could be intelligently shown ROI-focused case studies and enterprise-level testimonials, while a smaller, more niche prospect might be shown demos, integration information and more detailed pricing options.
Dynamic Messaging and Experience Personalization
In addition to content assets, AI also could dynamically personalize messaging and the user experience itself once a persona has been identified.
Likely executed through natural language processing and recommendation algorithms, personas and on-page behaviors would be matched to the most relevant marketing messages. This means a single service or solution page could be experienced completely differently based on which audience segment is visiting the page. That ensures the message you deliver and the benefits you speak to are always hyperspecific.
When you imagine what could be dynamic, think about:
- Headlines and subheadlines
- Stats and testimonials
- Calls to action
- Navigation and page hierarchy
- Case studies and thought leadership
Predictive Next-Step Recommendations
A difficult question every B2B content marketer has to answer is, “What do we want them to do next?” Inviting the proper next step — whether it’s at the end of a blog post or midway through a product page — it is critical in order to move a user through the journey.
But what if you didn’t have to choose a single next step for all visitors? What if that suggested next step was informed by who the user is and what behaviors they’ve demonstrated? That may be possible.
Using persona recognition, collaborative filtering, and deep learning, AI could dynamically recommend the best actions — determining in real time whether a particular user is more primed for a demo CTA or a consultation CTA. For example, AI might dynamically choose whether to deliver your budgeting guide or your forecasting guide to that user.
AI can also learn over time — remembering what other users of the same persona type gravitated toward and using those insights to inform its suggestions.
Additional Opportunities
CRM Integration
In a tactical way, let’s take this one step further. Connecting your AI-powered website to your CRM — whether that’s HubSpot, Salesforce, Marketo, etc. — fully integrates persona and account data, which enables more informed sales teams and account-based marketing (ABM) campaigns.
Chatbot Customization
The user experience of your on-site chatbots can be elevated with deep persona data, allowing the bots to ask more tailored, specific questions and provide more nuanced guidance.
Measurement and Optimization
Theoretically, all of this data could be used to build out extremely detailed persona models that allow for more accurate estimates of lifetime value (LTV) by segment. From there, this information could be used to make key marketing and investment decisions.
Ready to explore the frontier of B2B website strategy?
The B2B brands poised to win in the near future are those that can see through the AI hype and identify real, high-value use cases. AI can transform static, brochure-like websites into dynamic engagement platforms with the always-on presence of an awareness campaign and the messaging precision of ABM.
If that sounds like a competitive edge worth exploring, reach out to the team at AvreaFoster to get started on your AI marketing journey.