Call To Action Responses
While there is no pre-existing information to fully answer your question, we have used available data to pull together the following key findings on calls to action or CTAs: (a) email CTAs, landing page CTAs, blog CTAs, and social media CTAs call for different strategies, (b) the recommendations of marketing specialists regarding CTA copy personalization are mostly about adapting CTA copies to each stage of the buyer's journey and designing them such that they convey value and urgency, and (c) the impact of including a person's name in a call to action or CTA appears to be a topic that has not been explored or tested yet by marketing experts at least in the public domain.
Below you will find an outline of our research methodology to better understand why the information you have requested is publicly unavailable, as well as a deep dive into our findings.
To find the answers to your questions, we first checked if there are resources that mention anything about including a human identifier, a contact person, or a person's name in calls-to-action (CTAs). We were unable to find any after an extensive search, so we tried looking for the following instead: resources mentioning the phrase "contact us" or any of its variants such as "call us" or "talk to us," better alternatives to these aforementioned phrases, impact or effectiveness of personalization on CTAs across different platforms such as banner ads and social posts (e.g. LinkedIn posts), and best practices for designing CTAs, particularly those relating to effective or compelling copy, language, phrases, words, or text. As requested, we focused on materials that are specific to B2B marketing in North America.
All the approaches we have tried did not produce your requested information, nor did they generate any hard data we could use to triangulate the answers. We found that information on your topic of interest is very limited, even after removing the geographic, date, and B2B restrictions from our searches. While there are a lot of articles discussing CTA best practices, none of these best practices ever touched on the impact or importance of including a person's name in a CTA. Most of the best practices focus on aspects such as buttons, copy or language, placement, design, color, and imagery. Of the numerous examples of great CTAs we have come across during research, not one has a person's name in it.
Despite the lack of information on the difference in performance between CTAs with human identifiers and those without, we were able to gather the following insights, which you may find helpful.
1. Pennsylvania-based digital marketing agency NuSpark said that for a business to stand out from its competition, it has to be more creative in designing its CTAs. Instead of the usual phrases "call today" or "contact us," which NuSpark thought are overused, more specific phrases, such as the following examples, can be used.
"Contact us today for a _____"
"Learn how _____"
"Call now for a free 30-minute consultation"
"Call today and find out _____"
2. According to Massachusetts-based content marketing platform provider SnapApp, "in B2B marketing, calls-to-action are not one size fits all" and "best practices are channel-specific." Email CTAs, landing page CTAs, blog CTAs, and social media CTAs call for different strategies. For example, for blog CTAs, SnapApp recommended CTAs that lead to more detailed, related content (e.g. white paper, ebook, case study, testimonial) since it is likely that people who visit and read blogs are "hungry for content — not a pitch."
Similarly, regarding social media CTAs, users visiting and reading social media posts may respond more favorably to CTAs that offer users an opportunity to either engage, share, or compare experiences. Examples of such CTAs include "which are you?" and "see where you stand."
Washington-based SEO research and analytics software provider Moz had a similar recommendation. According to this firm, determining what stage of the buyer's journey the user is in matters in the design of CTAs.
3. The use of first-person pronouns instead of second-person ones increases conversion rate by 25%, as stated in an article published by New York-based marketing design firm CS Designworks. For example, people are more inclined to respond to a CTA that says "get my free consultation" rather than one that says "get your free consultation."
ContentVerve made a related observation. It reported that the use of "start my free 30 day trial" instead of "start your free 30 day trial" resulted in an increase in CTA click-through rate of 90%.
The inclusion of a phone number in a CTA seems sensible too since, according to CS Designworks, "a CTA that says “call us at (212) 679-1212” encourages users to contact you in the least intrusive way."
4. According to Massachusetts-based marketing and sales software platform provider HubSpot, personalized or targeted CTAs lead to 42% higher conversion of visitors into leads when compared to untargeted CTAs. Personalization has something to do with the lifecycle stage the person is in. For example, HubSpot has separate CTAs for visitors, leads, and customers. To capture the attention of visitors, the firm offers content that visitors may find useful (e.g. "How to Crush Your Competitors on Social Media in 30 Days") with a CTA that says "Download Ebook Now." To further develop its relationship with leads, on the other hand, the firm offers a free assessment with a CTA that says "Get a Free Assessment." And lastly, to further provide value to its customers, the firm offers live social media workshops with a CTA that says "Register for a live class."
5. UK-based inbound marketing agency Axon Garside says that to persuade visitors to click, CTA copies must convey value and a sense of urgency. Examples of such CTA copies include "Download now" and "Get your free trial." Unlike "Submit," these two CTA copies make visitors feel they'll be getting something of value from the company. According to California-based landing page software provider Instapage, high friction words such as "Submit" and "Sign Up" should be avoided. They convey to visitors that they "have to give something up to get something."
Texas-based conversion optimization specialist ConversionXL cited KlientBoost's CTA as a great example of an effective CTA, one that offers something concrete. Instead of "Contact Us," PPC management service provider KlientBoost used "Get My Free Proposal," which ConversionXL thinks is a more compelling CTA.
Information on whether there is a difference in how people respond to CTAs with human identifiers and those without is unavailable in the public domain. Nevertheless, there is information that shows different B2B marketing channels require different CTA copies. What marketing specialists call personalization of CTAs is mostly about creating targeted CTAs, those that take into consideration which stage of the buyer's journey the person or decision maker is in. Best practices for CTA copies emphasize the importance of conveying value and a sense of urgency.