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Adobe Summit 2016 - Cindy Lu - B2B Personalization

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Adobe Summit 2016
March 2016
Las Vegas, NV

S917 - VMware: Using deep personalization to fill the sales pipeline

Cindy Lu - Digital Strategy, Senior Marketing Manager, VMware

For many B2B companies, personalization begins and ends with customer personas. The expectation is that this is enough to generate leads and pipeline. While it’s a move in the right direction, much deeper personalization will deliver relevant, targeted experiences that produce more leads and enable sophisticated nurturing campaigns, ultimately generating that all-important qualified sales pipeline.

In this session, VMware explains how they:
• Accelerated the buyer’s journey with Adobe Marketing Cloud solutions
• Filled their sales pipeline by personalizing inbound marketing campaigns
• Gained insights into customer segments using automated personalization
• Increased SaaS sales through testing and optimization

Published in: Technology
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Adobe Summit 2016 - Cindy Lu - B2B Personalization

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. VMware: Using Deep Personalization to Fill the Sales Pipeline Cindy Lu | Senior Marketing Manager, Digital Strategy, VMware
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 3 Cindy Lu Sr. MarketingManager, Digital Strategy,VMware clu@vmware.com
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 4 0% 5% 10% 15% 20% 25% Marketing automation Mobile Content marketing Multichannel campaign management Big Data Personalization Customer Experience B2B vs B2C Looking ahead five years, which one area do you see as a single most exciting opportunity for your organization? B2B B2C
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 5 The focus on personalization for B2B is on par with what we see in B2C organizations – VMware results: increase click through by almost 300% through the use of automated personalization based on machine learning and increased conversion for return visitors by 26% 26%
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 6 In this session, VMware describes how they: Filled their sales pipeline by personalizing inbound marketing campaigns Gained insights into customer segments by using automated personalization Accelerated the buyer’s journey with Adobe Marketing Cloud solutions Increased SaaS sales through testing and optimization
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 7 CONNECT existing campaigns & inbound traffic (with consistent & personalized experiences) PROMOTE high value assets (for demand gen, e.g. Gated assets, HOL, evals) ENHANCE existing content marketing (with highly personalized content & offers)
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 8 A Little About Us VMware is a global leader in cloud infrastructure and business mobility.Our “One Cloud,Any Application,Any Device™” architecture enables a software-defined approach to business and IT that empowers organizationsto compete and succeed in the digital economy. With 2015 revenues of $6.6 billion,VMware has more than 500,000 customers and 75,000 partners. The company is headquartered in Silicon Valley with offices throughout the world online at www.vmware.com.
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 9 Using Metrics in the Conversion Funnel Awareness Consideration Sale Conversion • SEO Organic Ranking • SEO/SEM Referrals • Visits • New/Returning Visitors • PDF Consumption • Video Views • Infographics, Case Studies • Evals Forms • Evals Downloads • Lead Flow • eStore Metrics
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 10 The Customer Journey is Constantly Evolving: Your testing and optimization strategy must evolve as well. To increase your overall conversion to sales pipeline, you must add personalization efforts to your digital strategy.
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Framing Your Personalization Efforts 11 PROMOTE high value assets ENHANCE existing content marketing CONNECT existing campaigns and inbound traffic
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 12 CONNECT existing campaigns and inbound traffic
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 13 VMware.com Site Personalization Using De-anonymized Data Objective: Visitors always see content that is relevant to them thereby increasing engagement & conversion rate Job Title? Industry? Employee Range? Persona? Products Affinity? Propensity Score? ANONYMOUS VISITOR vSOM Offer (Random Offer) SMB Content (Random Content)
  14. 14. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 14 VMware.com Site Personalization Using De-anonymized Data Job Title: VP, Network Architecture Industry: Healthcare Employee Range: Enterprise Persona: High-level Decision Maker Products Affinity: NSX Propensity Score: 9.0 DE-ANONYMIZED VISITOR Objective: Visitors always see content that is relevant to them thereby increasing engagement & conversion rate NSX Offer (Product Affinity); Propensity Score = High ROI Analysis (Persona-driven Content) Healthcare Video (Industry Vertical)
  15. 15. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 15 Methodology Rule-Based • Keywords • Geo • Referrer • Campaigns • Device Persona • Behavior on Site • 5 Digital Personas • Buyers’ Journey • Account Watch Lists Engagement Automation • Auto Form-Fill • Eval/HOL cross-sell/up- sell • Progressive Profiling Business Intelligence • PropensityScores • Look-Alike Modeling • Product Affinity Scores
  16. 16. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 16 Digital Personas C-Level IT Director IT Architect Practitioner Developer CXO Director Architect System Admin Developer
  17. 17. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 17 Digital Persona – Deep Dive Top Media Consumption • PDF Top Downloads • Pricing • Installation Setup Top Videos • Install/Configuration • Online Launch Event • License Overview HOL & Evals • vSphere • vSOM • ESXi6 Top Site Section • Myvmware • Kb • communities Touch Points www.vmware.com • Homepage: • Show banner reflecting campaign (if campaign is traffic driver) • Promote cross-sell products based on propensity model • Product Page: • Promote pricing info, Installation Guides • Promote Installation & Configuration, How To Videos • Promote Evals • Myvmware • Promote cross-sell products based on propensity model Awareness • New/Returning visitors • SEO/SEM • Campaigns Consideration • PDFs • Videos • Infographics • Case Studies Preference • HOLs • Evals Purchase • Raw Leads • MSP
  18. 18. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 18 Personalized Visitor Flow Overview Personalized Visitor (Leverage Past Visit) Campaign SEO Referral Direct Flow No No No Personalized SEO Flow Campaign Landing Pages .com Product Pages Eval Pages HOL Pages Personalized Campaign Flow Personalized Referral Flow Personalized .com Product Pages Personalized Eval Pages Personalized HOL Pages Yes Yes Yes Yes My VMware Lead Form Email Eval Pages HOL Pages Campaign Landing Pages My VMware Yes Asset Lead Form Yes Yes Yes Yes Yes Yes HOL Catalog Pages Yes
  19. 19. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 19 Personalization Flow Known Visitor Objective: 1. Awareness/Consideration /Preference/Purchase Product: xxx Asset Tactic: 2. Collateral/Eval /HOL Personalized Content vmware.com by Product N Y Personalized Content vmware.com Personalized Content Product Page, Promo Personalized Eval Page Personalized HOL Page • Cross-sell • Up-sell • Propensity List • Account Watch HOL Eval Persona + Stage + Product • Cross-sell • Up-sell • Propensity List • Account Watch Targeted Products
  20. 20. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 20 PROMOTE high value assets
  21. 21. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Example 1: Increasing SaaS Conversions – Simple A/B Testing 21 OBJECTIVE: UseA/B testing to determine if new placement will increase conversion. HYPOTHESIS: Virtual Private Cloud OnDemand will have improved conversion being in the first product position on the “How to Buy” page. METHODOLOGY: A/B test product placement of page + CTA.
  22. 22. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 22 Example 1: Increasing SaaS Conversions – Simple A/B Testing Default Experience (Control) Variant Result: 22% Increase in CTR; 33% Increase in Conversion
  23. 23. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Example 2: Returning Visitors – Personalizing Buyers’ Journey 23 OBJECTIVE: For returning visitors, personalize content for the next sequence of the buyers’ journey to increase conversion. HYPOTHESIS: Personalizing top asset area of product page by visitor type will result in higher conversion. METHODOLOGY: Visitors returning to a product page will be presented with a personalized offer in the next stage of the buyers’ journey.
  24. 24. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 24 Example 2: Returning Visitors – Personalizing Buyers’ Journey Default Experience Personalized Experience Result: 26% Increased Conversion to Asset Click
  25. 25. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Example 3: Visitor Segment – Personalizing Buyers’ Journey 25 OBJECTIVE: For visitors who’ve indicated a product preference, by personalizing content for the next sequence of the buyers’ journey, determine if conversion will increase. HYPOTHESIS: Personalizing top asset area by visitor segment of product page will result in higher conversion. METHODOLOGY: Visitors who have shown interest in a product will be presented with a personalized offer in the next stage of the buyers’ journey.
  26. 26. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 26 Example 3: Visitor Segment – Personalizing Buyers’ Journey Default Experience Personalized Experience Result: 22% Increased Conversion
  27. 27. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 27 ENHANCE existing content marketing
  28. 28. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Example 1: Machine Learning – Automated Personalization 28 OBJECTIVE: By using automated personalization, use machine learning to determine the best assets to serve to visitors based on user profile. HYPOTHESIS: By serving up more relevant assets to the user, we will be able to personalize assets based on what will be most relevant to them and increase asset consumption. METHODOLOGY: Visitors who visit the vSphere product pages.
  29. 29. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 29 Example 1: Machine Learning – Automated Personalization Default Experience Personalized Experience Result: 286% Conversion of Increased Clicks to Top Asset
  30. 30. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Example 2: Connecting Visitors’ Experiences – SEM Retargeting 30 OBJECTIVE: By capturing users who fall out of the SEM Retargeting campaign, use personalized offer to see if conversion will increase on vmware.com. HYPOTHESIS: Personalizing the experiences of visitors who fall out from the SEM Retargeting campaign will increase conversions. METHODOLOGY: Visitors who visit vmware.com who have fallen out of the SEM Retargeting campaign will be presented with a personalized offer.
  31. 31. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 31 Example 2: Connecting Visitors’ Experiences – SEM Retargeting Default Experience Personalized Experience Result: 53% Conversion Increase SEM Retargeting Campaign Fallout Traffic SEM Retargeting Campaign
  32. 32. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Example 3: Digital Campaigns – Account-based Targeting 32 OBJECTIVE: By using account targeting, use personalized offers for the segment to determine if personalized offers convert better. HYPOTHESIS: Personalizing experiences for specific accounts will increase conversion. METHODOLOGY: Visitors who visit vmware.com from the DemandBaseAccount targeting campaign will be presented with a specific offer.
  33. 33. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 33 Example 3: Digital Campaigns – Account-based Targeting Result: 56% Engagement Increase TargetedAds Static Experience PersonalizedExperience
  34. 34. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Framing Your Personalization Efforts 34 PROMOTE high value assets ENHANCE existing content marketing CONNECT existing campaigns and inbound traffic
  35. 35. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 35 The Customer Journey is Constantly Evolving: Your testing and optimization strategy must evolve as well. To increase your overall conversion to sales pipeline, you must add personalization efforts to your digital strategy.
  36. 36. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. Q&A © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential. 36 Cindy Lu clu@vmware.com Twitter: @dawnorchid LinkedIn: /cindyhlu
  37. 37. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.
  38. 38. © 2016 Adobe Systems Incorporated. All Rights Reserved. AdobeConfidential.

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