All savvy marketers — along with most shoppers — understand the advantages of personalizing websites. Netflix, Amazon and other companies have trained us to expect a shopping experience tailored just for us.
When we get something else, reactions can range from mild disappointment to utter frustration. Shoppers take their business elsewhere. Click. Click. Gone.
This phenomenon has spilled over to B2B marketing, where business buyers expect the same sort of shopping experience that they have in their personal lives. Is that unreasonable?
No, says Noah Logan, senior vice president of Upland Software and the general manager of its Clickability unit, which provides services to NBC, Cantor Fitzgerald and about 500 others sites around the world. He spoke Thursday in a CMSWire webinar titled "5 Effective Ways to Personalize Web Experiences." The session was sponsored by Clickability. (Click to watch)