Personalizing the future: How Contentstack uses Omnichannel Personalization to drive growth
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We make it a priority to not only be the builders of the technology our customers need to accomplish their goals in the AI Era, we task ourselves with using our products to do the same. What good is it if we’re selling it but not using it? About as good as serving food to dinner guests without ever tasting it first.
In this quest, we recently reached a significant milestone in our own digital evolution, transitioning from foundational testing to a "walk" phase of personalized digital experiences.
We hope that by sharing our internal roadmap, our customers and prospects will see as peers in this journey, using the same tools to solve the same complex challenges.
Foundations for success
Before launching our first experiences, we ensured our technical core was solid. We identified multiple tools that would provide us a solid foundation for building personalized experiences in our tech stack. This process helped limit setbacks in our workflow, and increased our efficiency in creating unique experiences.
Our implementation relied on three critical pillars:
Lytics Real-time Events Tag to capture behavioral and engagement data the moment a visitor arrives
Visual Builder setup across all environments to streamline personalized content creation
Rigorous testing of CMS configurations to ensure seamless delivery of these new capabilities
Moving from crawl to walk
You won't get very far trying to create personalized experiences all on your own. Personalization is a team sport. In this initiative, we set out to create adaptive digital experiences, and this required deep cross-functional collaboration between several key departments.
The teams that made this possible include:
Marketing ops: Owning the Lytics implementation and creating critical audiences
Content and creative: Developing the tailored assets and variants required for testing
Digital experience: Managing the projects and ideating the actual experiences
Digital/TSO: Providing technical guidance and resolving implementation pain points
What we tested
We started by experimenting with high-impact areas rather than a site-wide rollout. This allowed us to gather results while working on scalability, and to quickly identify the best ways to optimize experiences in real-time.
Demo request page: We ran A/B tests on copy length and messaging, as well as language-specific variants for the German market.
Homepage: We focused on homepage hero performance and experimental project trials.
Audience specificity: We learned to manage "cross-over profiles" where a single visitor might fit into multiple audience segments, requiring clearly defined parameters for B2B success.
Delivering big wins
Our efforts moved beyond theory to deliver tangible business results.
By using Omnichannel Personalization, we successfully booked meetings with a major airline and a major manufacturing company through tailored messaging.
Key successes included:
Regional localization: Using Lytics audiences, we personalized the homepage for EMEA and APAC regions with region-specific logo bars and optimized messaging.
Cross-sell initiatives: Our campaigns team created dozens of variants of high-performing pages to target subsidiaries of current customers.
Digital concierge: Early signals from our AI-driven concierge showed a 20% proof of value for returning visitors and 85% feature discovery.
Navigating the challenges of growth
Growth comes with its own set of hurdles, and we encountered several as we pushed new experiences live:
Prioritization: As a B2B company, determining which experience a user should see when they qualify for multiple audiences is an ongoing challenge.
Scalability: We had to learn to balance audience specificity with manageable workflow sizes to avoid the trap of "too many tests, too soon".
Experience management: Currently, experiences are prioritized per stack, which can lead to users missing critical content if they fall into multiple categories.
Where we're headed: the era of Polaris
The future of personalization at Contentstack is autonomous, turning you into an Agent Orchestrator.
With the upcoming Polaris release and Agent OS, we are shifting from manual execution to orchestration:
Entry-level prioritization: You will be able to prioritize experiences per entry rather than per stack, which is a game-changer for B2B marketers.
Multi-bandit testing: Agent OS will autonomously identify and route traffic to the highest-performing versions in real time.
Autonomous adaptation: By feeding real-time context from our Data Cloud into Agent OS, our platform will identify intent and adapt the digital journey in the moment.
We’re building the future of the Agentic Experience Platform, and we're excited to be on this path alongside you.
