4 Ways Deeto's Personal Microsites Increase Top-of-Funnel Intent

Reviews, testimonials, and case studies are your most valuable marketing assets. You can use them throughout the entire sales cycle. And feedback informs every product decision you make.

One of the unique aspects of Deeto's customer knowledge platform is it enables you to create microsites for each buyer persona. It can then personalize them with a prospect’s info and send them automatically based on criteria like their role or company size. This gives you the chance to differentiate your messaging, showcase relevant customer stories, and build trust with them.

In this blog post, we'll dive into four ways Deeto's personal microsites increase top-of-funnel intent for your business.

What are personal microsites?

A personal microsite is a persona-based web page that allows you to display your most relevant social proof to prospects. When the prospect clicks on, they see content tailored specifically to their needs and preferences, without you having to lift a finger.

How it works for the SDR or AE:

1. Create a new microsite.
2. Add a CTA (e.g., "Contact Us" or "Book a Demo").
3. Select the references you want to display.
4. Pick the assets you want to present for each reference (e.g., quote, user story).
5. Edit the invitation message to send to your lead, similar to cold outreach.
6. Hit "Send."

You can also create triggers that will automatically send the microsite to prospects based on their behavior or actions. For example, if a prospect just responded to your first cold outreach, you can set it up to trigger a personalized microsite to nudge them towards taking the next step in the sales process.

From there, the customer can click on the link and see the relevant social proof for their needs, with your SDR or AE’s name and face attached to it.

And for groups of similar customers, you can templatize the process. Deeto lets you create different personal microsite pages for each of your ICPs. Once you've done this, your team all have a new, authentic touchpoint that requires zero effort on their end.

How microsites drive intent at the top of your funnel

At the top of the funnel, it's all about building awareness and creating interest in your product. Your goal is to start the conversation and get a meeting on the calendar. To accomplish that, your outreach needs to be personalized, relevant, and trustworthy. Personal microsites are the best way to hit all three of these points.

1. Personalized content

The average business professional sees 121 new emails come into their inbox per day. A sizable chunk of them are cold emails from companies just like yours. And in B2B sales, less than a quarter of them will even be opened.

Personalization is your biggest differentiator when it comes to getting your prospect's attention. Deeto's microsites cut through the noise by immediately addressing a prospect's unique challenges and interests, rather than making generalized claims and promises.

Tailored content encourages deeper interaction. When prospects find information pertinent to their situation, they are more likely to engage with the content, explore further, and consider how your product or service can address their needs.

That's why personalized CTAs generate 42% more qualified leads. And it's why companies that personalize the B2B buying experience see an average of 1.4x revenue growth compared to those that don't.

2. Customer-generated content

At the top of the funnel, too many companies fall into the trap of sharing generalist content to “cast a wide net.” But 86% of buyers say word-of-mouth is the most influential factor in their purchase decisions. User-generated content (think: quotes, testimonials, user stories) is one of the best forms of this because it presents tangible evidence of your product's value.

Leading with testimonials, success stories, and real-world applications from satisfied users establishes trust and positions your brand as a reliable partner. Microsites give you the ability to achieve this level of personalization at scale.

3. Authenticity through the voice of the customer

At the top of the funnel, prospects are exploring solutions. They haven't yet formed specific brand preferences.

When the content you share is solely created by your business, it comes across as biased and promotional. With a microsite, you're speaking directly to your prospect's customer segment, role, or specific needs. And it's more impactful because you're demonstrating the value of your product or service through the words of someone else.

As you work with different decision-makers (e.g., a technical buyer vs. a C-level exec) throughout the sales process, you can get even more personalized. By creating microsites with different industries, roles, and use cases in mind, you can tailor the content to each member of the buying group's specific priorities.

4. Clean, simple, and consistent UI

A microsite is the perfect channel for personalized content delivery because it's more visually engaging and professional than a standard email or landing page. It features your rep's name, company logo, and brand assets for instant recognition. And because it's self-contained, there are no distractions or competing messages.

Together, these factors make your prospect more compelled to (a) click on it, (b) read through it, and (c) follow the CTA.

Deeto captures customer knowledge and transforms into actionable insights that drive growth across your organization. Request a demo to see how it works.