Looking to the future, the collection and analysis of customer data can help B2B brand sites evolve and become more customer-centric.
Brands must get past their fear of compliance challenges and focus on “test and learn” exercises to establish a clear framework for data collection and deployment. Challenged brand Intuitive Surgical is paving the way for B2B persona usage, following the concept of a minimum viable personalization effort. Intuitive incorporates broad personas to its site navigation to help site visitors find products based on their role. While cookies aren’t necessary to deliver this experience, this framework—combined with proper data management—allows Intuitive to learn more about who its customers are and what they want.