Personalisation in Manufacturing.


Construction and Manufacturing brands service a multitude of users on their site and with more brands directly marketing to the B2C market as well as B2B, a one size fits all content and CTA approach is not working. Users expect to see relevant content to their needs and be guided to take action. This is where your personalised approach to web experience is key.

Sagittarius recently tackled this challenge with one of our clients, Bristan ( To solve the issues we used our Sitecore Business Optimisation Services (SBOS) workshops. The programme is designed to help clients establish their personalisation strategy by working through the steps needed to put an implementation plan in place and ultimately provide a framework to steer future personalisation configurations.

The workshops helped the team with the strategic planning and utilisation of the Sitecore DMS/xDB platform and the marketing features afforded by it. Our focus was:

  • Goals & Engagements - What are your website goals? How valuable are they?
  • Profiles - Who are your key audiences?
  • Personalisation - What are your personalisation strategies?

To establish and implement a personalisation strategy, you firstly need to establish your business objectives.
You need to articulate what is important to your business, and what actions are likely to lead to genuine conversion. We typically start this process by the following steps:

  • define strategies
  • agree tactics/implementation
  • define Key Performance Indicators (KPIs) – (Short term and long term)
  • deploy these through the appropriate channels

Personalisation strategies should align with business objectives and their associated marketing sub-objectives. By establishing what is important to the business we know which actions are likely to lead to a conversion and thus we can define the important Goals that should be tracked along the way or utilised to trigger the next best action. This is something that is identified in the initial ‘Goals and Engagement’ workshop from the SBOS programme.

In Sitecore terms ‘Goals’ are activities that visitors can perform on the website which can be tracked and measured to see how users and prospects are engaging with the website and campaigns – both online and offline. When coupling this workshop with VoC research that we gather through user interviews, it soon became apparent that many of the key goals identified by the business were poorly signposted for many of their user groups. This was something we were able to address by personalising key user journeys to better surface tailored CTA’s to the users.

For example, CTA’s associated with ‘Add to Project’ and ‘Ask us to Specify’ will be surfaced when Specifiers (B2B) browse product pages, whereas ‘Add to Wishlist’ and ‘Find a Stockist’ CTA’s will be surfaced for Homeowners (B2C) browsing the same product page.

“Being able to identify different user groups on the same website has allowed us to personalise content so that our communications are more relevant and tailored to the audience. This is really important as the Bristan website caters to 4 main user groups across B2B (Installers, Specifiers & Merchants) and B2C (Homeowners), all with very different needs and expectations of the site” - Lynsey Turner, Digital Marketing Manager - Bristan

Not only are we able to identify users based upon their Profile, but we are able to divide those Profiles into different Personas which allows for more granular segmentation and therefore enhance contextual messaging.

Using their Bathroom Installer Profile as an example, our SBOS goals and engagement workshop identified two key objectives for this audience

  1. Increase the number of Installers registered to their ‘On Tap’ initiative. This is a fun, friendly community where Installers can come together to share their passion for their trade and interact with like-minded people. Being an ‘On Tap’ member gives Installers access to a wealth of benefits including dedicated customer service & training, updates with the latest product information, and access to their ‘Reward Scheme’.
  2. Increase the number of Installers utilising and therefore getting value from the ‘Reward Scheme’

What can sound quite simple is often completely missed when brands build their experience. By being able to segment Installers into ‘On Tap Members’ and ‘Non-On Tap Members’ Personas means that we are able to deliver contextual messaging for Bristan which; encourages those users who aren’t members to sign-up by communicating the benefits of the community, and encourage those who are registered to utilise the reward scheme available to them through promotions and incentives.

Most important our work has Bristan a framework to implement and monitor the performance of personalisation, identifying what works for their user groups. Not only will they be able to measure the ROI of the different journeys but crucially be able to continue improving their brand and commerce experience online so it stays relevant to their different user’s needs.

If you would like to learn more about how Sagittarius can support your business and implement a successful personalisation strategy, get in touch via email or call 0208 070 7820

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Emma Nijjar Thumbnail
Emma Nijjar
Head of Client Services
Emma has worked in digital for over 12 years, specialising in eCommerce and conversion rate optimisation (CRO). Her experience ranges from website builds, CRO and social media campaigns.
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