Digital EDGEucation autumn - personalisation in B2B

1. Digital EDGEucation
The Autumn Edition 2015
#4PsEDGE
@4PsMarketing

2. The role of digital to drive
personalisation in B2B
Paul Coxhill, WGSN
#4PsEDGE
@4psmarketing

3. ADWORDS CERTIFIED

4. ADWORDS CERTIFIED

5. ADWORDS CERTIFIED

6. ADWORDS CERTIFIEDMOST MARKETING IS STILL BROADCAST

7. ADWORDS CERTIFIEDWHAT IS PERSONALISATION?
Right time Right
channel
Relevant communication
Designer
Buyer
Strategist

8. ADWORDS CERTIFIED

9. ADWORDS CERTIFIEDMAKING THE UNKNOWN KNOW
Behaviour AttributesLocationDevicesSource
Unknown Known

10. ADWORDS CERTIFIEDJOURNEYS
 New lead arrives via PPC campaign
 Added to relevant nurture stream based on previous behaviours.
 i.e. ‘Design Stream for North America
 Outbound communication with relevant content.
 Lead uses form-fill based on social profiles
 Relevant messages targeted through social.
 On-going conversation across multiple channels, gathering insight and
information that can be used to drive real personalization.
 All interactions with the brand can be linked regardless of order to build up an ever more detailed
profile of the lead interacting.

11. ADWORDS CERTIFIEDMARKETING TO YOU: BUILDING A RELATIONSHIP AT WGSN
 Daily Top 100 personalised recommendations on site and email
 Based on behaviours and attributes

12. ADWORDS CERTIFIEDBUILDING A RELATIONSHIP
 More relevant and targeted communication across social media to drive
engagement and build the relationship

13. ADWORDS CERTIFIEDPERSON TO PERSON MARKETING

14. ADWORDS CERTIFIED

15. Thank you.
#4PsEDGE
@4PsMarketing