The larger and well-known target accounts are relatively easy to reach. He is on the radar, has a permanent account manager and knows his way around. But underneath is a vast group of smaller parties of real estate investors, project developers, and healthcare institutions that are too large to ignore, but too diverse to approach all personally.
That was exactly the situation that Bribus, one of the largest commercial kitchen suppliers in the Netherlands, encountered.
Reach new target groups without overloading the sales team
Bribus faced a recognizable challenge in the B2B world: how do you reach potential customers who are not yet in your sights? Parties that may realize a complex once a year, but need a complete kitchen solution for it?
With the traditional approach, someone from sales is tasked with finding new prospects in a new market as quickly as possible. Very time-consuming and simply too expensive. And purely relying on incoming leads via the website did not yield sufficient results.
The solution we came up with: actively use the website as a lead generation instrument. Not by more advertisements, but by dealing smarter with the website visitors that already exist.
Leadinfo linked to Umbraco Engage
The core of the approach consists of two components that work together seamlessly: Leadinfo for business recognition and Umbraco Engage for personalization.
Step 1: Recognition via Leadinfo
When a company visits the Bribus website, Leadinfo recognizes which organization it is based on the IP address. Logisz retrieves additional data via the Leadinfo API, including the SBI code of the visiting company, the standard industry coding that indicates in which sector an organization is active.
Does the company fall within the SBI category for real estate investors, for example? The system then immediately knows which type of visitor it is dealing with.
Step 2: Persona Assignment in Umbraco Engage
Five personas have been defined in Umbraco Engage, tailored to Bribus’ most important target groups: housing associations, real estate investors, healthcare institutions and more.
How does it work? Each visitor builds up points for a persona. Are you visiting the page for real estate investors? That earns five points. But will you be recognized via Leadinfo and does your SBI code match a persona? You will then immediately receive twenty-five points and the persona will be activated immediately.
The system thus combines the behavior on the website with hard company data. A visitor who signals his interest and is recognized as the right organization type is quickly classified.
Step 3: Personalization with Liquid content
As soon as a persona is active, the Bribus website adapts. A real estate investor sees different reference projects, different content and different calls to action than a housing association or a healthcare institution. The message fits in with the visitor’s world, without the website visitor having to do anything.
The result: visible opportunities with measurable impact
This approach produces immediate results on two fronts.
Online conversion and LinkedIn reach. We also link the recognized company data back to LinkedIn campaigns. Instead of advertising based on vague target group settings, Bribus focuses on the exact companies that have already shown interest via the website. Higher relevance, less waste.
New customers via the account managers. Every month we export a list of recognized companies that have visited the website. This export reveals organizations that Bribus had not yet targeted. Sales can manage this, and this has now led to concrete projects.
The best proof? High-quality leads that remained invisible through regular channels now appear automatically. Without extra advertising budget but smarter campaigns.
Tighten existing online marketing strategy
What sets this approach apart is that it is fully in line with Bribus’ existing strategy. Nothing gets knocked over. Account managers remain the heart of the sales approach. The website, the LinkedIn campaigns, they are not replaced, but enhanced.
By adding an extra layer of information with information about who visits your website and which sector they come from, existing resources and channels are used significantly more effectively. Campaign budget goes to the right companies. Account managers are deployed where the opportunity is greatest. And the website, in most cases the most important channel, contributes to bringing in business.
Website recognition and personalization for smarter commerce
The combination of Leadinfo and Umbraco Engage is not reserved for large companies or complex IT environments. If you work with a recognizable B2B target group and a website that could do more, there is almost certainly room to grow smarter.
