How to Personalize the B2B Web Experience: 3 Real-world Examples

In recent years, sophisticated B2B companies are shifting their focus towards using personalization techniques on their company websites as a growth driver across the buying and customer journey. The death of third-party cookies has led to an increased emphasis on first-party data-driven personalization. With advancements in Edge functions and Next.js Advanced Middleware, it is now possible to personalize various aspects of a website without compromising site speed or cumulative layout shifts. Companies can use personalization techniques such as page-based personalization, returning visitor personalization, and personalized content based on UTM parameters to enhance customer experiences, increase marketing qualified leads, and decrease cost per click and acquisition costs.