Chart 1- Personalization Lead Strategy Pros: Personalized content has been rated by B2B businesses as being “more effective” & “much more effective” than un-personalized content. Personalizing buyers’ experience with predictive data gives brands insight into buyers’ intent to purchase. Cons: A lack of resources such as technology, bandwidth & data can hinder personalization efforts. Neutral: Using predictive datasets, businesses can “see” every page a prospect visited. Chart 2- A/B Testing Lead Strategy Pros: A/B testing offers an ideal method for tracking the quality of changes made to a brand’s website. Since results of A/B testing are clear, applying changes can take place without time-consuming planning. Cons: In trying to decide which elements to change, businesses could overlook those that would make more significant improvements Patience is required as these test periods take time & you can only change one element at a time in order to properly test. Neutral: A/B testing involves creating two versions of a landing page & testing each to see which iteration performs better. Chart 3- Lead Magnets Strategy Pros: Lead magnets give website visitors something valuable in exchange for their contact info. This tool offers B2B businesses the chance to display their expertise. Cons: Brands need to avoid giving away too much info via lead magnets, thereby diluting buyers’ motivation to purchase. Companies need to make sure they’re not asking for too much info from the lead or they will end up scaring them away. Neutral: Examples of lead magnets include a free trial of a program or service, bonus expert tips, eBooks, webinars & training videos. Chart 4- Webinar Networking Lead Strategy Pros: Webinars offer B2B companies the opportunity to network with prospects that may be unable or unwilling to attend live events. Most webinars cost very little to host & promote. If executed correctly, they reinforce the brand as an industry thought leader. Cons: Webinars with scant attendance can be a waste of time & effort. Webinars with low engagement can actually make your company look less exciting & project the opposite of what you intended. Neutral: Webinars are a tool B2B brands can use to connect with buyers online. Chart 5- Content Marketing Lead Strategy Pros: A robust, ongoing content marketing campaign can greatly bolster buyer engagement. Data has revealed that companies who publish a significant number of blog posts per month get more traffic than those that publish few per month. Providing on-site searchable content makes buyers’ lives easier & gives them a reason to build trust with the brand. Cons: The quest to churn out as much content as possible can lead to businesses overlooking the quality of the content. The more content you add the more organized you need to be for the user & the search engine. Neutral: Blog posts & researchable content are examples of solid content marketing pieces.

1. Pros & Cons Charts (l of 5)
B2B Personalization Lead Strategy
Cf)PROS
• Personalized content
has been rated by
828 businesses as being
·more effective·
and ·much more effective·
than content that is
unpersonalized
• Personalizing buyers'
experience with
predictive data gives
brands insight into
buyers' intent to purchase
Tag marketing
eNEUTRAL
• Using predictive datasets,
businesses can ·see·
every page a prospect
has visited
@CONS
• A lack of resources, such
as technology, bandwidth
and data can hinder
personalization efforts
www.tag-ad.com