The connected consumer expects a personalized experience, and they are not going to pick up the phone and talk to sales to get it. That’s where marketing personalization comes in. Join us as we break down your options for creating more relevant and timely experiences for your target audience.
Attendees Will Leave With
- A clear understanding of what marketing personalization is
- The different ways we can personalize an experience for our customers and prospects
- What tools are needed to get the job done
- Top tips and tricks for keeping your personalization strategy simple, yet effective
Brand experience Peoria City Soccer Presentation.pdf
Marketing personalization Webinar
1.
2. Brands and agencies work with Brilliant Metrics to
better measure, optimize and automate their marketing
while applying their insight and strategic guidance.
12. MARKETING & SALES PERSONAS
ANDREA
Marketing Director
Floors Unlimited
“Keeping up is not enough - I need to
be ahead of the curve.”
BACKGROUND
• 39 years old
• Married, two kids (elementary age)
• Lives in Milton, Georgia
• Bachelors in Business Administration
• Marketing generalist whose education
didn’t include many of the tactics she
uses today
PROFESSIONAL ROLE
• Oversees marketing strategy and
implementation for the company,
including Advertising, Branding and PR
• Relies on external vendors to fill holes in
team
• Trying to balance traditional and digital
• Tasked with producing results, but
doesn’t have the oversight to do so
FRUSTRATIONS
• Constant flux in advertising and
technology landscapes
• Never enough budget, or time, to do
everything that needs to be done
• Questioned at every decision point,
especially by Sales
• Always reactive, never proactive
ASPIRATIONS
• Develop strategy that connects the
dots, clearly showing the“why”
• Understand if the campaign is working
• Showing ROI
• Understanding the value she brings
WHAT SHE READS
• AdWeek, BrandWeek, CRM Magazine,
AMA Newsletter
• Industry-specific publications
SOCIAL MEDIA PROFILE
• Facebook, Instagram and Pinterest for
personal use
• LinkedIn, professional
OTHER INFO SOURCES
• Quick internet search to fill skill gap
• Personal Network (including agency),
networking events, trade shows
A DAY INTHE LIFE OF ANDREA
• Feels overwhelmed by unrealistic
expectations placed on her
• Everything is important; there is no
guidance on prioritization
• Under pressure from Sales to provide
“quality”leads, but not sure what that is
• Pressured to produce campaigns, but
unsure how they support objectives
MAKE HER JOB EASIER
• Provide a means to prioritize marketing
• Increase digital proficiency, both for the
company and Andrea
• Connect marketing activities to top line
results
• Guide her on strategy
KEY BRAND AFFINITIES
• Direction
• Collaboration
COMPANY PROFILE
National floor covering distributor selling
carpet, hardwood, ceramic and more
PERSONAS KEY IN ON PSYCHORGRAPICS
16. Prospect is qualified,
but in no way thinking
or considering your
product or service.
Everyone
See
Think
Do
Grow
Give
“SEE” STATE
17. Prospect is qualified
and thinking about
making a change or
purchase but has no
timeframe or
commitment
Everyone
See
Think
Do
Grow
Give
“THINK” STATE
18. Prospect is qualified
and has made a
commitment to
themselves or
someone else to
purchase
Everyone
See
Think
Do
Grow
Give
“DO” STATE
19. Customer will
consider your brand
first, but is not singing
your praises to others
Everyone
See
Think
Do
Grow
Give
“GROW” STATE
20. Customer is brand
loyal and an advocate
for the brand
Everyone
See
Think
Do
Grow
Give
“GIVE” STATE
49. LET ME EXPLAIN… NO, LET ME SUM UP
• Personalization
gets the right
message to the
right person at
the right time
• Segmentation is
they key to
effective
personalization
50. LET ME EXPLAIN… NO, LET ME SUM UP
• Persona and
journey state are
ideal segmentation
options for
personalization
• We can personalize
web content, email,
ads, and social
media
51. LET ME EXPLAIN… NO, LET ME SUM UP
• CRM, marketing
automation and
account-based
marketing (ABM)
technology helps
• Retargeting
technology makes
personalizing ad
and social media
possible
52. RESOURCES
Customer Journey Template
http://iterativemarketing.net/?downl
oad_id=340de95da8e9916db05845
a40aa52f14
B2B Sample Persona
http://iterativemarketing.net/?downl
oad_id=e6e3fa5e10bf186086b9df6
177a43e06
B2C Sample Persona
http://iterativemarketing.net/?downl
oad_id=573becfbe75b263e66470a
71b07e0d4e
Mapping Customer Journey (How-To)
http://iterativemarketing.net/mapping-
customer-journey-marketings-
perspective/
How to create B2B buyer persona
http://iterativemarketing.net/create-b2b-
buyer-persona/
Step by step B2C buyer persona: http://
Segmenting Your Audience for
Maximum Marketing Effect
http://iterativemarketing.net/segment-
audience-maximum-marketing-effect/
53. STEVE ROBINSON
Founder/CEO, Brilliant Metrics
@SteveRobinson
Steve.Robinson@BrilliantMetrics.com
Questions? Let’s Connect
Read More of Steve’s Work
BrilliantMetrics.com
IterativeMarketing.net