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PERSONALIZING YOUR MARKETING WITH SMART CONTENT, PERSONAS, AND HUBSPOT [INBOUND 2014]

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Personalization across marketing channels and the website is a burgeoning strategy in inbound marketing. And for good reason, a 2013 Monetate/eConsultancy Study found that marketers who are personalizing their web experiences see on average increase of 19% in sales. But many marketers don’t know where to begin with personalization. This session will walk through how to develop a personalization strategy using HubSpot, focusing particularly on website personalization as a way to reduce friction and increase conversions in the sales process.

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PERSONALIZING YOUR MARKETING WITH SMART CONTENT, PERSONAS, AND HUBSPOT [INBOUND 2014]

  1. 1. #INBOUND14 Personalizing your Marketing with Smart Content Kate Ferrie Principal Inbound Marketing Consultant; HubSpot
  2. 2. Principal Inbound Marketing Consultant KATEFERRIE
  3. 3. 1 What is Smart Content? 2 How do you use Smart Content 3 Smart Content Examples 4 Anonymous Targeting
  4. 4. #INBOUND14 What is Smart Content
  5. 5. #INBOUND14 Smart Content lets you target content based on anything you know about your contacts, and serve up relevantcontext.
  6. 6. #INBOUND14 • Smart Content alters rich text modules depending on the Smart rules that you set up. How does Smart Content Work on Pages?
  7. 7. #INBOUND14 Why is it Important?
  8. 8. #INBOUND14 1. Promotes a Great User Experience 2. Provides personalized messaging that is relevant to visitors 3. Increase conversion rates How can smart content help you?
  9. 9. #INBOUND14 Same Website Experience
  10. 10. #INBOUND14 Smart content helps you promote a great user experience.
  11. 11. #INBOUND14 Personalized Messaging
  12. 12. #INBOUND14 74% of online consumers get frustrated with websites when content they see has nothing to do with their interests *2013 study from Harris Interactive and Janrain Nearly three-fourths
  13. 13. #INBOUND14 Smart Content will boost your conversion rates.
  14. 14. #INBOUND14 20% Theconversion rate of the page that had Smart Content was 20% higher than the page that didn’t have it. Increase Conversions
  15. 15. #INBOUND14 2 How do you use Smart Content?
  16. 16. #INBOUND14 Identify your audience
  17. 17. #INBOUND14 Where on your site will you place this Smart Content?
  18. 18. #INBOUND14 • Landing Pages • Site Pages • Calls to Action • Emails Where on your site will you place this Smart Content?
  19. 19. #INBOUND14 What do you put in Smart Content Pages?
  20. 20. #INBOUND14 TEXT
  21. 21. #INBOUND14 Overall Process Identify Targeted Groups Write default Text Add 1stSmart Rule Write Text for Rule 1 Rinse and Repeat for Other Rules
  22. 22. #INBOUND14 3 Smart Content Examples
  23. 23. #INBOUND14 Smart Content on Site Pages & Landing Pages
  24. 24. #INBOUND14 Problem: Same Homepage Experience for Everyone Site Pages
  25. 25. #INBOUND14 Solution: Smart Content based on Personas
  26. 26. #INBOUND14 Step 1: Make lists based on Persona
  27. 27. #INBOUND14 Step 2: Craft your Text in the page Start with Default Text
  28. 28. #INBOUND14 Step 3: Make the Module Smart
  29. 29. #INBOUND14 Step 4: Add a Rule Option: Contact List
  30. 30. #INBOUND14 Step 5: Select the Persona list
  31. 31. #INBOUND14 Step 6: Write Text for Rule 1
  32. 32. #INBOUND14 Managing & Creating your Smart Content Rule’s Text are we seeing
  33. 33. #INBOUND14 Step 7: Add Second Smart Rule
  34. 34. #INBOUND14 Step 8: Write Text for Rule 2
  35. 35. #INBOUND14 Homepage Based on Persona Result: Content that has relevance
  36. 36. #INBOUND14 PRO TIP: Smart Content on Pages o Default Text will be indexed SEO Optimize it o Make sure users can get to all valuable content Site Pages
  37. 37. #INBOUND14 Problem: Demo is very important to your sales process and knowing who is giving the demo makes it more personalized and helps conversion Landing Pages
  38. 38. #INBOUND14 Solution: Show Lead Whowill be giving them the demo. How: Based on the Sales Owner that has been assigned to them Landing Pages
  39. 39. #INBOUND14 Step 1: Make lists. Based on Sales Owner
  40. 40. #INBOUND14 Step 2: Write Default Demo Text
  41. 41. #INBOUND14 Add a Rule Option: Contact List
  42. 42. #INBOUND14 Create a list for Sales Rep:
  43. 43. #INBOUND14 Write Text for Rule 1
  44. 44. #INBOUND14 End Result: • Makes demo experience more humanized, increased conversions
  45. 45. Pro Tip: Landing Page/ Thank You Page • Time delays from form submissions will hinder certain rules –e.g. If using smart content on a thank you page, cannot be based on the info gathered on THAT form, will not process in time • Delay to use recently collected data: 1 min
  46. 46. #INBOUND14 Email Examples
  47. 47. #INBOUND14 Problem: Generic Newsletter –Want to have it be more relevant and responsive to either a lead or customer Solution: Create Smart Modules within your email to render text to lifecycle stages
  48. 48. #INBOUND14 Step 1: Write default Content
  49. 49. #INBOUND14 Step 2: Make the Module you want Smart
  50. 50. #INBOUND14 Step 3: Add Rule
  51. 51. #INBOUND14 Step 4: Write Text for Customer Module
  52. 52. #INBOUND14 Email Newsletter Bring HAPPINESSand SUCCESS to your Organization How can you transform your organization in less than a day? Invite our experts in positive psychology to speak at your organization and find out! We offer specifically designed keynotes and half/full-day trainings. Take a look at our Speakers Page to learn more. Request a Speaker Customer Lead Free Trial
  53. 53. Pro Tip: Email Can’t break out analytics for variations
  54. 54. #INBOUND14 Smart Calls to Action
  55. 55. #INBOUND14 42% higherview-to-submission rate CTAs targeted to the user had a
  56. 56. #INBOUND14 Problem: Have limited space to showcase a CTA but want it to be relevant to where the viewer is in the buyers journey Solution: One CTA that showcases a relevant CTA to each visitor based on their Lifecycle Stage or what content they have consumed
  57. 57. #INBOUND14 Plan out What CTA each Lifecycle stage will get
  58. 58. #INBOUND14 Step 1: Choose Smart CTA
  59. 59. #INBOUND14 Step 2: Choose the Rule & Give it a name
  60. 60. #INBOUND14 Step 3: Select Default CTA CTA for Visitor Awareness Offer
  61. 61. #INBOUND14 Step 4: Add a Smart CTA Rule
  62. 62. #INBOUND14 Step 5: Pick the Lifecycle Stage
  63. 63. #INBOUND14 Step 6: CTA For LifeCycleStage = Lead Show CTA Consideration Content Lifecycle Stage = Lead
  64. 64. #INBOUND14 Step 7 : Add another Smart CTA Rule
  65. 65. #INBOUND14 Step 8: Pick the Lifecycle Stage
  66. 66. #INBOUND14 Step 9 CTA For Lifecycle Stage =MQL Show CTA forDecision Content
  67. 67. Pro Tip for CTAs: Whatever rule the contact fulfilled first(listed sequentially) will be the one they are bucketed into Need to use Negative Lists to ensure lead moves out of one list & onto another if lead could be part of multiple lists Eg“Has not done_______” Lead will only be in one list at a time rather than multiple Mutually Exclusive Lists are Best Practice
  68. 68. Multiple Smart Content Rules Smart List: Downloaded eBook Show Check List Downloaded Checklist Show Case Study List: Has not seen Checklist Show Checklist List: Has not seen Case Study Show Case Study List: Has not seen eBook Show eBook Always in this smart list. Smart Rules go off of the first rule listed
  69. 69. #INBOUND14 3 PERSONALIZING TO FIRST-TIME VISITORS NEW!
  70. 70. #INBOUND14 Choose The Personalization You Want
  71. 71. #INBOUND14
  72. 72. #INBOUND14
  73. 73. #INBOUND14 Relevant Local Content
  74. 74. #INBOUND14
  75. 75. #INBOUND14
  76. 76. #INBOUND14
  77. 77. #INBOUND14 4 Final Thought
  78. 78. #INBOUND14 Start Small Mutually Exclusive Criteria
  79. 79. #INBOUND14 Follow Up Consider taking our “Contextual Marketing Certification” for further education with Smart Content
  80. 80. #INBOUND14 Thank You !
  81. 81. #INBOUND14 QUESTIONS ?
  • KenClayton1

    Jun. 2, 2015
  • AgileMarketing

    Feb. 5, 2015
  • yamil008

    Oct. 3, 2014

Personalization across marketing channels and the website is a burgeoning strategy in inbound marketing. And for good reason, a 2013 Monetate/eConsultancy Study found that marketers who are personalizing their web experiences see on average increase of 19% in sales. But many marketers don’t know where to begin with personalization. This session will walk through how to develop a personalization strategy using HubSpot, focusing particularly on website personalization as a way to reduce friction and increase conversions in the sales process.

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