Increasing Hyland’s Conversions with Personalized Content
Overview
Hyland Software is an innovative B2B software provider with over 30 years of experience. They supply industry-leading productivity solutions to help companies across different regions and industries use data more effectively, so they can optimize, automate, and streamline their processes to focus on higher-priority tasks. As an organization, Hyland saw an opportunity to increase their conversion rates by better tailoring content to the specific needs of their audiences. So they engaged Velir for assistance in leveraging their firmographic data to construct personalized, persuasive digital experiences for each customer on their website.
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Challenge
Personalization has never been more essential from a marketing perspective. Accenture’s 2023 Consumer Pulse Report stated that 91% of shoppers were more likely to purchase from an organization that recognizes them, remembers them, and provides them with recommendations. After uncovering similar data supporting this nearly universal customer desire for personalization, Hyland recognized that they could increase their lead conversion rates by offering more personalized content to each audience on their website.
While highly functional on the surface, Hyland saw that their website had the potential to be even more engaging if it could provide content tailored to each user. Despite Hyland’s efforts collecting firmographic data including company size, industry, and location, they struggled to leverage this information in personalization. Their website lacked highly targeted content that resonated with users based on their unique business factors and requirements.
Hyland asked Velir for help integrating all the valuable data they were collecting with Sitecore, their content management system, so they could use the data effectively for personalization. Their end goal was to ensure each visitor on the website encounters material and solutions relevant to their specific industry challenges and organizational goals, to quickly meet their needs, and increase their likelihood of converting.
Hyland’s challenges included:
- Figuring out how to leverage their firmographic data efficiently
- Creating highly personalized experiences to better engage potential clients and increase lead conversion rates
Approach
Hyland’s partnership with Velir allowed them to take a significant step forward in their digital marketing strategy. We integrated Sitecore Experience Platform (XP) with their customer data platform (CDP), Twilio Segment. This integration established a robust framework for them to perform data-driven personalization and was key in harnessing the full potential of the firmographic data collected by their CDP.
Channeling Hyland’s customer data into Sitecore XP’s Experience Database (xDB) would allow them to store and manage customer interactions across various touchpoints. It would also deliver them a comprehensive view of their customer journeys. As the data is stored natively inside Sitecore, it could supply Hyland marketers with the foundation to generate personalized journeys. By adding in further information collected from other channels, such as live chat and non-Sitecore websites, they could leverage all their data to ensure a consistent, relevant experience for users — regardless of how they directly interact with Hyland.
Further, the integration of Sitecore XP and Twilio Segment could enable the use of real-time data. This would allow marketers to adapt their strategies dynamically based on user behavior and preferences. The agility gained means the content and messaging can always be relevant, enhancing user engagement and improving the overall effectiveness of Hyland’s marketing campaigns.
Our approach included:
- Integrating Sitecore XP with Hyland’s Twilio Segment CDP
- Storing all collected data natively within Sitecore xDB, including firmographic information gathered by the CDP and other channels
- Empowering Hyland’s marketers to create more personalized user journeys with information from the web, chat, and non-Sitecore websites
Solution
Our work allows Hyland to deliver tailored content to prospective buyers, particularly individuals within specific industries and those in the “late stage” of the buying process. For those in the late stages of the buying cycle, Hyland’s content is directed toward decision-making and finalizing purchases through relevant resources and carefully selected calls to action.
We pull data from multiple places to get the data Hyland needs for personalization. All this data is available within Sitecore XP’s xDB, giving Hyland’s marketing team an easy way to produce relevant and personalized website content for their users. This includes personalized CTAs within banners sprinkled throughout the website that lead users to important assets and can turn the curious into the converted.
This targeted approach has significantly enhanced Hyland’s marketing outcomes. By presenting content that better responds to audiences’ needs and stage in the buying journey Hyland has improved their conversion rates. Moving potential buyers more swiftly through the sales funnel has also shortened Hyland’s buying cycles.
The result is more efficient — and effective — marketing that engages prospective buyers meaningfully while accelerating the process from initial interest to final purchase decision. This approach exemplifies the power of personalized marketing in driving business growth and customer satisfaction.
Results
- A higher conversion rate due to more relevant CTAs and content
- Shorter buying cycles that maximize sales and marketing efforts
- Firmographic data available in Sitecore xDB that comes from Hyland’s CDP
- Personalized CTAs within banners throughout the site, which lead users to important marketing and sales assets to help them finalize their decisions faster