Here at ReachForce, we talk a lot about role-based leads, but I have never heard of a role-based website.  I came across a great post by Heather Foeh on Eloqua’s Marketing Insights blog, Segmentation on Your Website.  In the post, Heather shares a well segmented website, rallydev.com.  They give a great user-guided experience letting you choose your role which then delivers you relevant content to fit your needs.

On our new website we also use segmentation.  Instead of segmenting by role, we segment by function.  We sell mainly to marketers, so we ask our visitors if they are looking to do direct marketing, event marketing or online marketing.  We then deliver up a total solution as well as whitepapers and eBooks to help with continued education.

This same logic can and should be applied to other marketing vehicles like email.  We segment our database by role and revenue range and send relevant content that matches the needs of each group.