Enabling visitor personalization on your website can be a complex process. Fortunately, software like Markettailor exists to make it easier for organizations to tailor their website and pages to different visitor personas. Reduce generic aspects of your site and increase conversions through better personalization by using Markettailor’s segmentation, AI-driven firmographic data discovery, and easy, no-code site editor.
Markettailor: The Good and the Bad
What was once a task that involved consultants, agencies, and entire teams to accomplish can now be executed by one smart marketer using Markettailor. There’s a lot of capability in this platform—let’s get into all the details of what makes this software tick.
What Markettailor Is Good At
For as powerful as it is, a lot of aspects of Markettailor are surprisingly easy to get the hang of. Setting up segments, tracking conversions, and pushing changes to your website is a breeze and the depth of analysis you can glean is fantastic.
Easy implementation
You probably think that, while personalization is key for engaging your website visitors, customizing the actual content of your website for different personas can be tricky to implement.
With Markettailor, it’s surprisingly simple. Site personalization is as easy as 1-2-3.
First, sign up for a free Markettailor account. Then, you’ll get your unique JavaScript snippet.
Finally, just copy and paste this snippet into the <head> section of your website’s HTML. That’s it for installation!
After that, Markettailor instantly activates behind the scenes. Its smart technology scrapes data from all subsequent users after installation, making it possible for you to personalize your website based on qualities that you select.
The Markettailor interface is also refreshingly intuitive, honed down to the essentials placed in a clean sidebar menu. Easily find the sections of the software for building inbound or outbound personas, personalizing pages, managing integrations, and revealing company information about visitors.
Everything is designed to make the process easier for you. For example, export contacts from your CRM into a CSV and bring that information into Markettailor to instantly launch personalized campaigns based on your existing customer information.
You can quickly segment and target different groups based on the data you already have, or gather data that Markettailor captures to inform personas.
Audience segmentation
With some personas in place, Markettailor makes segmentation a cinch. Tap into the firmographic and behavioral data this software captures about your visitors and weave it together with your other sources to create thorough parameters for determining site content personalization.
The software learns more about who makes up your audience the longer it runs on your site, so you can utilize Markettailor’s segment recommendations shortly after the initial setup.
Specify inbound attributes that will filter traffic to relevant pages. You can slice and dice traffic by many different parameters, from location and language to the number of previous visits, revenue range, and a whole lot more.
Using this data, you can direct inbound site traffic by segment to bespoke landing pages.
For instance, if you create a French-speaking segment, you can show those visitors site content (like your brand’s value propositions) in French. Or, ensure visitors from high-revenue companies are directed to a page with your enterprise-grade offerings.
With the combination of data and segment rules, you can personalize site content to make it easier for visitors to move through your site and convert. And, since you can create an unlimited number of segments of any quality, the possibilities are essentially endless.
When you have several segment rules established, tap into the Segments Options section of the Markettailor dashboard to comprehensively break down data for each status, personalized visitor hits, conversion rate lift, and more.
Markettailor makes it easy to see how effectively personalization is working on your site. Global stats for all segments are featured at the top of the page, which also displays the number of non-personalized visitors. And, you can pop over to the Conversions section of the dashboard to see a dedicated table of stats for the page. The fog begins to lift as you start to understand what is truly converting for your business.
No-code visual editor
You can bring all of this to life on your website without having to do any serious coding. Markettailor’s visual editor makes it incredibly simple to customize your site pages for different segments of visitors. You’ll be amazed at how effortless it is.
Once you place Markettailor’s snippet of JavaScript on your site, the pages you choose will automatically appear right in your Markettailor account.
You’ll see the webpage laid out in a familiar-looking editor, where you can easily add images, edit text, switch up calls-to-action, and much more.
The best part is that you can designate specific custom pages for visitor segments right here in the editor. Tailor lead nurturing pages for top-of-funnel visitors, product demo pages for mid-funnel prospects, and pricing pages for leads on the verge of converting.
Markettailor does the hard work of matching the right page content to the visitor segments you choose.
The editor also lets you insert personalization variables into page text, such as a visitor’s name or their company. You’ll be able to create highly targeted pages for accounts, industries, and beyond (which gets further enhanced by the integrations we’ll talk about next).
Integrations
You’ll be happy to know that Markettailor offers seamless integrations with some popular marketing and sales tools. Connect the data and insights from Markettailor directly into your existing processes and vice versa.
Obviously, CRMs are the big one here, and Markettailor integrates with a few big players: HubSpot, Salesforce, and ActiveCampaign. This goes a long way to helping you sync what you already have captured about your contact lists with the segments you set up in Markettailor. Everything stays up-to-date on both ends.
Another big benefit of syncing Markettailor with your CRM is the ability to track engagement and conversions account-by-account. Use your segmentation rules and results to perform analysis of which contacts or accounts are responding well to your personalization techniques and which ones aren’t.
On top of that, integration with platforms like Clearbit, Kickfire, and Zoominfo unlock even more intelligence about your website visitors. Using these connections enriches your Markettailor lead and account records with detailed firmographic data pulled from thousands of data sources.
For conversion and analytics tracking, Markettailor also plays nicely with Google Analytics and Segment. Combine the data captured by Markettailor and your analytics platform of choice to get a holistic view of traffic and conversions.
The bottom line is that Markettailor fits right into your existing marketing and sales tech stack to give you a deeper understanding of your ideal customers from initial visit to closed deal.
Company reveal tool
You know the immense value of identifying the companies associated with visitors to your website. Wouldn’t it be game-changing to automatically reveal detailed firmographic data on those organizations?
Well, that’s exactly what Markettailor’s proprietary Company Reveal tool does for you.
This feature leverages artificial intelligence to instantly identify company information associated with people browsing your site, finding information like the company’s name, industry, employee size, revenue, and location, among other details.
The advanced technology works silently behind the scenes in Markettailor, revealing companies in real time as they browse your website.
You can then leverage these rich insights to adjust targeting and personalization and prioritize sales outreach. Company Reveal enables you to focus your efforts on high-value accounts, providing you with a level of B2B insight that is simply unmatched. That’s a serious competitive advantage.
Markettailor’s Potential Drawbacks
While immensely capable, Markettailor has two flaws we need to point out that are pretty typical for powerful software like this, plus a caveat about realistic expectations for one key feature.
Expensive
You might find Markettailor’s pricing rather steep if your website sees high traffic but low conversion rates. Plans are tiered by the number of visits to your website in a month. So, more traffic means a bigger bill.
For example, a website with 10,000 monthly hits would result in a Markettailor bill of around $1,755 per month. That’s a hefty chunk of change. Even for a site with just 2,000 monthly visitors, Markettailor will cost you over $400 per month.
There is a forever-free plan that Markettailor offers, and it allows for up to 1,000 monthly site visits. But it lacks one of the really clutch features of this platform, the Company Reveal tool. Still, it can work well on low-traffic sites; just be mindful that if you exceed the 1,000 visit threshold, the price will leap from nothing to around $438.
Lengthy onboarding
This platform is not for newbies. Though it’s easy to set up Markettailor initially, as we discussed above, users will need to possess some solid foundational knowledge about segmentation and personalization to take full advantage of the software.
Configuring segmentation and targeting in Markettailor necessitates some fluency in personas and buyer journeys, while connecting the platform to other systems like your CRM hinges on your grasp of APIs and workflows.
The intricacies of Markettailor demand expertise. So, for teams without a ton of prior knowledge or experience in these areas, it may take some time to get everyone up to speed and fully equipped to leverage this platform for all that it has to offer.
But, as long as you have a rockstar or two that’s well-versed in the intricacies of B2B ecommerce, you’ll have a leg up at the outset. Just make sure to bake team education into the onboarding and implementation period, so that everyone on your crew who may use Markettailor can take full advantage of it.
Segment recommendation take time
When you first start using Markettailor, you may find the auto segmentation feature lacks robust recommendations. This is because the segments are only based on website visits the software can analyze while it’s active on your site.
With a new account, Markettailor has limited data on your site traffic and visitor behavior. So, when you look for segment recommendations early on, you’re likely to get few to no suggestions.
As your website receives more visitors over time, Markettailor will have more information to use to fuel its segmentation engine. But, in the beginning, the recommendations will be sparse. Don’t expect a comprehensive analysis of your audience right out the gate.
Consider the first few auto segments as a starting point. Markettailor is dipping its toes in the water, testing potential groups based on what visitor data it has so far. Once your site traffic and customer interactions expand, Markettailor can dive deeper and the recommendations become more precise and detailed.
The takeaway here isn’t so much that this is a persistent drawback as it is advice to have patience in the early stages of using Markettailor. With its AI-powered learning, its usefulness will get better and better over time.
Markettailor Plans and Pricing
Markettailor’s pricing is pleasantly straightforward. You have a free-forever (albeit limited) option, or paid plans that scale based on the number of site visits you need to accommodate. Here’s all the details on what Markettailor may cost you to use.
Freemium
For use as either an introduction to the platform or on very low-traffic sites, Markettailor’s Freemium plan still gives you access to just about every core feature.
You’ll be able to track up to 1,000 inbound visitors and 100 outbound visitors, and you get full run of the key tools in this software, such as:
- No-code visual editor for setting page personalization
- Audience and page-level segment insights
- Segment recommendations
- Conversion tracking
However, you won’t get access to the unique Company Lookup feature on this freemium offering.
While limited in scope, the free version of Markettailor enables you to track key metrics, personalize site content to suit visitor segments, and customize your approach through page exclusions and account-based marketing. You also get access to Markettailor’s chat support for basic customer assistance and success management.
All in all, the Freemium plan from Markettailor serves as an excellent introduction to what this software can do and represents a usable option for low-intensity site personalization.
Premium
To get full access to all the Markettailor features we’ve highlighted previously, plus priority support, step up to a Premium plan. You get all the basics from Freemium, plus the Company Lookup tool and unlimited targeting of both inbound and outbound site visitors.
Pricing scales upward depending on how many monthly visits your site gets. The entry-level allotment is up to 2,000 visits per month. Month-to-month billing means this will cost you just a bit under $550 per month, but you can save a bit by paying for a full year up front. Annual billing lowers the monthly rate to around $438.
Need to accommodate more than 2,000 visits? Thresholds scale up to 3,000, 4,000, 5,000, or 10,000 monthly visits. Monthly rates scale up alongside the visit allotment, with 3,000 monthly visits costing around $658 per month (on annual billing), while the 10,000-visit threshold costs about $1,755 when paying for a full year.
You can also opt out of using the Company Lookup feature and seriously reduce your expenditure. That $438 per month rate of the lowest-end option becomes just $173 when choosing the option without lookups.
And, if you need room for more than 10,000 visits, Markettailor works with you to build a custom plan for a customized price.
Final Thoughts
Markettailor is a potent tool for making your site’s content more personalized and, thus, more effective at converting visitors into buyers. With powerful segmentation capabilities and unique features like the ability to look up company information associated with site visitors, this software can take your marketing and sales efforts to a new level.
Is it pricey? Absolutely. Thus, it’s important to weigh the benefits of this software with a realistic look at its value for the cost. Owners of high-traffic websites may balk at the monthly cost of using Markettailor, but the improved conversion rates this software can unlock may mean that it pays for itself in due time.
