Here’s the scenario: You work at a budding technology company, and as your product gains momentum, interest grows, and your clientele expands to include not only small and mid-sized businesses but enterprises as well. While this success is something to celebrate, it brings a new challenge to the surface: How to successfully market products to diverse clients with diverse needs and budgets.
Personio, an all-in-one HR software solution, viewed this challenge as an opportunity to launch personalized content for various segments as part of an account-based marketing strategy (ABM). Contentful would be at the core of this approach, powering dynamic webpages and tailored social proof informed by firmographic customer data.
The perfect candidate for custom homepage content
By tailoring their web experience to match the specific needs and pain points of various-sized businesses, the team created a dynamic homepage that resonated with visitors from all ends of the customer spectrum.
Once the visitor journey was personalized, Personio saw a huge lift in conversions:
For small businesses: 46% conversion uplift and 63% higher mail consent.
For enterprises: 45% conversion uplift and 16% more demo requests.
Pulling a second shift with social proof personalization by industry
Personio’s ambition didn’t end there. They followed up their homepage refresh with a more nuanced personalization project: tailoring social proof to specific client industries. This would include testimonials, case studies, and success stories offering tangible evidence of how valuable Personios software was.Â
With Andreas Fess, SEO and Personalization Manager at the helm, the team began to identify key industries for primary market segments. Then, they created homepages for each segment featuring social proof of a similar customer. This meant that a visitor from the healthcare sector would see testimonials and success stories from other healthcare organizations, while a retail business owner would be greeted with insights and endorsements from the retail industry, ensuring the content spoke to their unique challenges and needs while making the value of Personio's solution immediately relevant.
“We have a logo component, which we use across our site on hundreds of pages," said Andreas. "By leveraging the reusable aspect of our content models and Contentful Personalization, we could personalize generic logos to fit our target audiences.”
The results were nothing short of spectacular. Personio saw a 26% increase in conversions from inbound leads, a significant leap forward, underscoring the potency of well-targeted personalization. The impact on their contact form conversion rates was even more pronounced, with a staggering 62% uplift.
A high-performing platform for a high-performing team
Contentful was at the heart of this success, with its bespoke personalization tool helping the organization easily define its audience segments, run experiments, launch personalized experiences, and analyze the outcomes — all without leaving the platform.
But that’s not the only benefit they are experiencing. Personio is also enjoying:
One workflow: Eliminates the need for multiple platforms or tools, ensuring consistency and efficiency across the board.
No learning curve: Designed for marketers and developers, teams build personalized content and run experiments without extensive training or technical expertise.
Fewer bottlenecks: With the whole team able to uphold their role in the editorial process, things no longer hinge on developer support, allowing for more agile and responsive marketing strategies
Scalable structure: Content creation and personalization can be built out quickly without degrading quality. This helps them attract a larger market and work their way towards making good on key metrics.
The Contentful Platform and Contentful Personalization represent a paradigm shift in how businesses engage customers in a world where tailored content is not only preferred but expected — and Personio is the perfect example of how to leverage this technology with success.
