Website Conversion
AI-driven website personalization that drives longer site visits, more page views, and enjoyable self-guided journeys
Explore best practices by maturity stage and click on the tactics to learn more about implementation, outcomes, and value. You'll also find client success stories and additional resources to inspire.
Experimental Stage
You are at this stage if you are:
Your company has gathered basic site tracking data and identified metrics of measurement. We know to move to the next level we’ll have to give our website a facelift.
You have limited information about our audience that they provide to us via forms on landing pages.
You have few or no insights about our website audience. You use general personas that apply to large groups of people or accounts.
Empowering your audience to self-serve on your website’s B2B content encouraging bingeing and content discoverability
Creating curated web pages that align to how your buyers buy with relevant B2B content for target industries or personas.
Exploring third-party tools to optimize the use of your existing content assets and understand content engagement across channels.
Running a web page content audit to identify your best content, gaps, and content redundancy.
Installing PathFactory Journey Tracker to optimize library assets and understand content engagement across channels.
Operational Stage
You are at this stage if you are:
You have a list of target accounts, and you automatically serve up key content for them as they interact on the website. You micro-personalize the journey for individual buyers, buyer committees or accounts.
You track content ROI across your online channels at a basic level.
You have un-gated some of your content to allow visitors to binge on assets while capturing account and engagement metrics.
Building content tracks for top tier ABM accounts to display purpose-built or relevant assets
Using analytics to understand the content types and assets that are your highest performers to inform your B2B content marketing strategy.
Allowing your visitors to self-select content based on variables like their industry, B2B content funnel stage, buyer persona, and more.
Amplified Stage
You are at this stage if you are:
AI-generated content recommendations are used to target both known and unknown visitors to our website.
We auto-generate targeted content recommendations for each individual visitor or potential buying committee member.
You track content ROI with content attribution & engagement data for users, topics, B2B content funnel stages, accounts, and more.
Planning your yearly content strategy using a Content Intelligence dashboard to influence your company’s budget and content pillars.
Scaling content recommendations with automation and visitor-directed features (like Guide or Concierge).
Configuring forms based on content or time-based attributes to align to MQL definitions.
