We spend a lot of time in B2B marketing talking about email segmentation, but I recently came across a great example of website segmentation that I’d like to share: www.rallydev.com.
The folks at Rally Software help organizations develop software using Agile practices, so they have several possible purchasers at a company all the way from a Developer to a VP. Take a look at this screen shot from their home page:
I really like this guided, personalized approach because it takes the guesswork out of the web experience for the visitor. If I’m a developer, I can listen to another developer describe the benefits of Rally’s solution. Quick and simple. I don’t have to wade through pages of information to get to the heart of what matters to me.
In the demo center, this concept is carried through again with role-based demos:
Yes, there are product-specific demos on this page as well, but you have to scroll down to find them, presumably for people further along in the buying cycle who are willing to spend a bit more time on the site.
Do you use this guided approach on your website? Have you seen another great example of this concept? Please let me know by sharing a comment.
Posted in: Segmentation, Website Optimization
Interesting point you make, very well thought out.
Great information! I’ve been looking for something like this for a while now. Thanks! Roberto Justus