0
How to Personalize

Your Website Content
In the Moment.
#personalizenow	
  

INTRO.!

KARL WIRTH
CEO/FOUNDER

DAN FLANIGAN
VP of PRODUCTS

@wirthkarl

@danflan

linkedin.com/in/k...
AGENDA.!

#personalizenow	
  

§  Website challenges marketers face today
§  Customer personas determine relevant conten...
#personalizenow	
  

Who We Are
!
#personalizenow	
  

Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to...
#personalizenow	
  

Percussion	
  So,ware's	
  award-­‐winning	
  web	
  
content	
  management	
  system	
  is	
  used	
...
3 BIG CHALLENGES
WEB MARKETERS FACE TODAY
!
LOW ENGAGEMENT.

#personalizenow	
  

You could be engaging visitors better
so they spend MORE TIME ON-SITE OR IN-APP
and ...
LOW CONVERSIONS.

#personalizenow	
  

You need to CONVERT VISITORS TO LEADS
or move existing leads down the funnel.
$30B
Advertising

Marketers
spend $45
BILLION/YEAR
trying to get to
“YES” online.

$5B
Web Experience

$5B
Email marketing...
Yet conversion rates
are PAINFULLY

LOW.

2%
$10B
POOR RETENTION.

You want REPEAT VISITORS
and advocacy!

#personalizenow	
  
#personalizenow	
  

THE ANSWER IS
PERSONALIZATION
HERE ARE THE 4 KEYS
!
#personalizenow	
  

STEP 1

DEFINE YOUR PERSONAS
!
#personalizenow	
  

STEP 2

BUILD A GREAT SITE AND
KEEP IT UPDATED / RELEVANT
!
“Tradi1onal	
  marke1ng	
  
talks	
  at	
  people.	
  	
  
Content	
  marke1ng	
  talks	
  
with	
  them.”	
  	
  
–	
  Do...
#personalizenow	
  

STEP 3

UNDERSTAND YOUR
STAGES OF INTENT
!
TODAY, A WEBSITE DOESN’T RESPOND.
BUT A FUNDRAISER DOES.
RELATIONSHIP: Given $1M
PERSONA: Alumni
INTENT: Learn about Event...
TODAY, A WEBSITE DOESN’T RESPOND.
BUT AN ADMISSION OFFICER DOES.
RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Le...
#personalizenow	
  

STEP 4

PERSONALIZE IN REAL-TIME
TO EACH PERSONA-INTENT
!
#personalizenow	
  

CAPTURE BEHAVIOR
(visually out of the site)

§  Per-Visitor, User, Account
Anonymous to Named

§  C...
YOUR WEBSITE = YOUR BEST FUNDRAISER
1.  UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Plan...
YOUR WEBSITE = BEST ADMISSIONS OFFICER
1.  UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same P...
#personalizenow	
  

OTHER EXAMPLES
!
PERSONALIZATION ENABLES TARGETED
RESPONSE.
1.  UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to sa...
REAL-TIME MARKETING ENABLES A TARGETED
RESPONSE
1.  UNDERSTAND PERSONA-INTENT
Comes in deep-linked to article
Spends 5 min...
SEGMENT AND TARGET AUDIENCES BASED WHO
WHO THEY ARE
#personalizenow	
  

In Conclusion
!
#personalizenow	
  

Walk	
  a	
  mile	
  in	
  their	
  shoes	
  
	
  
Give	
  before	
  you	
  take	
  
	
  
Personaliza...
Q&A
www.percussion.com
Learn more about Percussion at

www.percussion.com

#personalizenow	
  

www.Evergage.com/Blog
Free...
How to Personalize Your Website Content in the Moment
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How to Personalize Your Website Content in the Moment

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Join Dan Flanigan, VP of Products at Percussion Software and Karl Wirth, CEO and Co-Founder of Evergage and learn how to personalize to make every website experience awesome.

Learn more at: http://www.percussion.com & http://www.evergage.com

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Transcript of "How to Personalize Your Website Content in the Moment"

  1. 1. How to Personalize Your Website Content In the Moment.
  2. 2. #personalizenow   INTRO.! KARL WIRTH CEO/FOUNDER DAN FLANIGAN VP of PRODUCTS @wirthkarl @danflan linkedin.com/in/karlewirth linkedin.com/in/danflan
  3. 3. AGENDA.! #personalizenow   §  Website challenges marketers face today §  Customer personas determine relevant content §  Personalization makes every web experience awesome
  4. 4. #personalizenow   Who We Are !
  5. 5. #personalizenow   Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.
  6. 6. #personalizenow   Percussion  So,ware's  award-­‐winning  web   content  management  system  is  used  by   higher  educa8on,  government  agencies,  and   businesses  to  create  engaging,  effec8ve   content  that  looks  great  on  any  device.    
  7. 7. 3 BIG CHALLENGES WEB MARKETERS FACE TODAY !
  8. 8. LOW ENGAGEMENT. #personalizenow   You could be engaging visitors better so they spend MORE TIME ON-SITE OR IN-APP and learn more about your company and offerings
  9. 9. LOW CONVERSIONS. #personalizenow   You need to CONVERT VISITORS TO LEADS or move existing leads down the funnel.
  10. 10. $30B Advertising Marketers spend $45 BILLION/YEAR trying to get to “YES” online. $5B Web Experience $5B Email marketing $5B Analytics
  11. 11. Yet conversion rates are PAINFULLY LOW. 2% $10B
  12. 12. POOR RETENTION. You want REPEAT VISITORS and advocacy! #personalizenow  
  13. 13. #personalizenow   THE ANSWER IS PERSONALIZATION HERE ARE THE 4 KEYS !
  14. 14. #personalizenow   STEP 1 DEFINE YOUR PERSONAS !
  15. 15. #personalizenow   STEP 2 BUILD A GREAT SITE AND KEEP IT UPDATED / RELEVANT !
  16. 16. “Tradi1onal  marke1ng   talks  at  people.     Content  marke1ng  talks   with  them.”     –  Doug  Kessler  
  17. 17. #personalizenow   STEP 3 UNDERSTAND YOUR STAGES OF INTENT !
  18. 18. TODAY, A WEBSITE DOESN’T RESPOND. BUT A FUNDRAISER DOES. RELATIONSHIP: Given $1M PERSONA: Alumni INTENT: Learn about Events   RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much  
  19. 19. TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES. RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid   RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying  
  20. 20. #personalizenow   STEP 4 PERSONALIZE IN REAL-TIME TO EACH PERSONA-INTENT !
  21. 21. #personalizenow   CAPTURE BEHAVIOR (visually out of the site) §  Per-Visitor, User, Account Anonymous to Named §  Clickstream, Context, Tags Time on page and in category Progress in funnel §  Attributes, Transactions §  Form Fields, Surveys §  History from other systems UNDERSTAND PERSONA – INTENT §  Set up rules to segment §  Analyze differences amongst segments RESPOND IN REAL-TIME §  Visually browse site and target communications. §  Personalize site in <300ms
  22. 22. YOUR WEBSITE = YOUR BEST FUNDRAISER 1.  UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much   2. RESPOND
  23. 23. YOUR WEBSITE = BEST ADMISSIONS OFFICER 1.  UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid 2. RESPOND
  24. 24. #personalizenow   OTHER EXAMPLES !
  25. 25. PERSONALIZATION ENABLES TARGETED RESPONSE. 1.  UNDERSTAND PERSONA-INTENT 4 visits to getting started topics 2 visits to same Planter in last 2 hours 15 minutes comparing options But now bouncing off site RELATIONSHIP: Visited, no buy PERSONA: Beginner gardener INTENT: Purchase full bed today   2. RESPOND
  26. 26. REAL-TIME MARKETING ENABLES A TARGETED RESPONSE 1.  UNDERSTAND PERSONA-INTENT Comes in deep-linked to article Spends 5 minutes reading, leaves   RELATIONSHIP: Visit occasionally PERSONA: Personal investor INTENT: Read 1 article then leave   2. RESPOND Take a tour of MarketWatch. See what else we can offer. Start ›
  27. 27. SEGMENT AND TARGET AUDIENCES BASED WHO WHO THEY ARE
  28. 28. #personalizenow   In Conclusion !
  29. 29. #personalizenow   Walk  a  mile  in  their  shoes     Give  before  you  take     Personaliza1on  is  a  dialogue,  not  a  monologue  
  30. 30. Q&A www.percussion.com Learn more about Percussion at www.percussion.com #personalizenow   www.Evergage.com/Blog Free Real-Time Personalization Resources: www.evergage.com/resources See a Demo of Evergage www.Evergage.com/Request-a-demo twitter.com/percussion linkedin.com/company/percussion-software twitter.com/evergage facebook.com/percussionsoftware linkedin.com/company/evergage
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