How to Personalize Your Content to Maximize Leads and Sales - BDI 4/17/13 Content Marketing Summit

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Case Study: How to Personalize Your Content to Maximize Leads and Sales
We all know content is king. But how do you ensure that the right person sees your content, at the right time? In this session, we will explore four simple strategies for increasing your marketing's relevancy and response.
Presented by: Steve Haase, eCommerce Inbound Marketing Consultant, HubSpot

www.bdionline.com

Published in: Business, Technology
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How to Personalize Your Content to Maximize Leads and Sales - BDI 4/17/13 Content Marketing Summit

  1. 1. How to PersonalizeYour Content toDeliver Delight.Steve HaaseEcommerce Inbound Marketing Consultant
  2. 2. A bit about me:• HubSpotter 1+ yr. (now I’m an oldguy)@SteveHaase@HubSpot
  3. 3. CUSTOMER GROWTHCustomers
  4. 4. WE INCREASED THE NUMBEROF HUBSPOTTERS BY 41%.
  5. 5. 2012 Revenue= $52.5m(82% growth)REVENUE GROWTH THROUGH Q4’12
  6. 6. A bit about me:• HubSpotter 1+ yr. (now I’m an oldguy)• Trumpeter@SteveHaase
  7. 7. If content isking, thencontext is God.
  8. 8. Two Types ofPersonalizationAudience
  9. 9. Two Types ofPersonalizationAutomation
  10. 10. Audience.
  11. 11. BrandContextAudienceContextContent
  12. 12. ~48,000 views in 1week
  13. 13. Invest in your content!
  14. 14. Automation.
  15. 15. The Audience EngagementMatrix1. Who is my audience?2. What are the stages oftheir journey?
  16. 16. Inbound Marketing Customer Journey
  17. 17. Landing Page YBlog Series X Lead Nurturing Series ZWebinar A Blog Series EPersona3Persona 2Audience Engagement MatrixPersona1Attract Convert Close
  18. 18. What Automation Tools Help You DeliverDelight?• Smart forms• Dynamic Calls to Action• Smart content• Retargeted ads• Lead nurturing emails• Mobile optimized site
  19. 19. FINAL THOUGHT.
  20. 20. Questions?@SteveHaase

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