Make your content relevant to the prospect's industry.
The industry or business model is a good proxy for a company's core use case, which is difficult to obtain without speaking with someone from the company. If your core value proposition or product usage varies depending on your customer's industry, personalize your website by industry. Even if your value proposition is consistent across industries, you can still personalize your social proof because buyers (particularly enterprise buyers) are frequently motivated by seeing what products their peers are using.
Customize the website by including industry-specific recommendations and CTAs. Recommend an industry-related article or e-book, or encourage visitors to sign up for a newsletter.
Personalizing the website by funnel stage increases engagement, brand awareness and conversion rate.