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Driving Engagement
and Retention through
Multichannel
Personalization
Presented by:
Vivian Swertinski, Informz
Will Levens...
Welcome to the webinar!
Vivian Swertinski
Sr. Digital Marketing Strategist
Informz
Will Levenson
Sales Executive
Americane...
AGENDA
Personalization – What and Why
High Value Contacts - Observe and Serve
Leverage Data Assets - Drive Engagement
Informz – #1 in Client Satisfaction
“It makes me feel that you guys exist to serve your clients. Truly exceptional service...
Who is Americaneagle.com?
• 20+ Years of Award-winning Web Design, Strategy, Development
• Hosting and Security
• Hosting,...
Association Goals
 Provide valuable, impactful products and services
 Grow membership
 Drive engagement
The Challenge: Changing Landscape
Engages on a growing number
of channels
Demands a personal
conversation
Has scattered da...
Brand Experience is Personal
Member
Experience
The Digital Fingerprint
Dusting for Fingerprints
Explicit Implicit
User performs an action Tracking technology gathers data
Filling out a form
Mak...
What is Personalization
Benefits of Personalization
Creates a deeper level of engagement with members through:
Real-time content personalization c...
Opportunity to better “serve”
Audience expectations for relevant, meaningful content to appropriate visitors
• 74% of web ...
Imagine your website is an actual storefront
Web Tracking – Insight and Action Tool
Visibility to all visitors
Create a target list – web activity
Email a single messa...
Choose what you want to respond to…
Informational Video
Download – Content
Event Registration
Abandoned Cart
Pre-recorded ...
Categorize High Value Activity
Simplify segmentation with Page Tags
• Education
• Events
• Benefits
• Advocacy
• Donate
Int’l Association of Marketing Automation
Professionals (IAMAP)
Invest in really KNOWING your audience
Larry and Jack - Two Brand Advocates
Seeking an organization where he could grow
Larry’s search led him to IAMAP
Visits
Educational
Content Pages
Downloaded
“How To”
Guide
Follow Up Email
Link to Relevan...
Larry’s repeated visits get noticed
Reads the Blog
Posts
Repeat visits to
the Member
Benefits Page
Nurture Email
Series
Seeking an organization to contribute
Jack’s online search leads him to IAMAP
Visits Mission
and Advocacy
Pages
Signs up for
the e-
newsletter
Newsletter
promot...
His continued interest gets noticed
Registers for
an upcoming
webinar
Attends
“Trends in MA”
webinar
New Members: What do we know about them?
Invest in making a great first impression
Learner
Welcome
Series
Leader
Welcome
Series
Powered by Marketing Automation technology
• Integrated Systems
• Marketing Intelligence
• Precise Targeting
• Automated C...
Campaign Designer – Plan your response
Personalize with precision targeting
Leverage Branch Logic
• Open
• Click
• Convert
• Subject Line
• Message
• Call to Act...
Campaign Automation Opportunities
• Lead Nurturing
• Welcome Series
• Events / Appeals
• Nurture
• Renewal
• Re-engagement...
The Solution: Leverage integrated systems
Website
Database
Email
Online
Community
How to get started?
Email personalization
Targeted Landing Pages
Targeted Ads
Site Search Keyword Triggers
Auto-populated ...
How may we help you?
experts@informz.com
will.levenson@americaneagle.com
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Driving Engagement and Retention through Multichannel Personalization

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Learn how to turn website analytics into actionable insight providing constituents with a customized experience. Attendees will:
• Discover untapped opportunities for customizing the audience experience.
• Learn how web tracking functionality can drive content consumption.
• Gain insight into marketing automation tools that can transform audience engagement.

Published in: Business
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Driving Engagement and Retention through Multichannel Personalization

  1. 1. Driving Engagement and Retention through Multichannel Personalization Presented by: Vivian Swertinski, Informz Will Levenson, Americaneagle.com #EngageAndRetain
  2. 2. Welcome to the webinar! Vivian Swertinski Sr. Digital Marketing Strategist Informz Will Levenson Sales Executive Americaneagle.com
  3. 3. AGENDA Personalization – What and Why High Value Contacts - Observe and Serve Leverage Data Assets - Drive Engagement
  4. 4. Informz – #1 in Client Satisfaction “It makes me feel that you guys exist to serve your clients. Truly exceptional service. Lots of vendors do not get this right and do not understand how important this is.” ~ Brian McMahon, Transportation Intermediaries Association
  5. 5. Who is Americaneagle.com? • 20+ Years of Award-winning Web Design, Strategy, Development • Hosting and Security • Hosting, Security, eCommerce and Integrations • Committed Association Solution Provider, Long-term Members of ASAE, AUDC, NiUG, Aptify Users Group and many more
  6. 6. Association Goals  Provide valuable, impactful products and services  Grow membership  Drive engagement
  7. 7. The Challenge: Changing Landscape Engages on a growing number of channels Demands a personal conversation Has scattered data & tools to engage with members Has limited methods to understand & influence member behavior Target Audience Organizations
  8. 8. Brand Experience is Personal Member Experience
  9. 9. The Digital Fingerprint
  10. 10. Dusting for Fingerprints Explicit Implicit User performs an action Tracking technology gathers data Filling out a form Making a purchase Favor ting an item Browsing activity Searches Keywords
  11. 11. What is Personalization
  12. 12. Benefits of Personalization Creates a deeper level of engagement with members through: Real-time content personalization can increase content consumption by 270%
  13. 13. Opportunity to better “serve” Audience expectations for relevant, meaningful content to appropriate visitors • 74% of web users get frustrated when website content appears that has nothing to do with their interests.
  14. 14. Imagine your website is an actual storefront
  15. 15. Web Tracking – Insight and Action Tool Visibility to all visitors Create a target list – web activity Email a single message or series Bring back data to your database
  16. 16. Choose what you want to respond to… Informational Video Download – Content Event Registration Abandoned Cart Pre-recorded Webinars
  17. 17. Categorize High Value Activity Simplify segmentation with Page Tags • Education • Events • Benefits • Advocacy • Donate
  18. 18. Int’l Association of Marketing Automation Professionals (IAMAP)
  19. 19. Invest in really KNOWING your audience
  20. 20. Larry and Jack - Two Brand Advocates
  21. 21. Seeking an organization where he could grow
  22. 22. Larry’s search led him to IAMAP Visits Educational Content Pages Downloaded “How To” Guide Follow Up Email Link to Relevant Blog Post
  23. 23. Larry’s repeated visits get noticed Reads the Blog Posts Repeat visits to the Member Benefits Page Nurture Email Series
  24. 24. Seeking an organization to contribute
  25. 25. Jack’s online search leads him to IAMAP Visits Mission and Advocacy Pages Signs up for the e- newsletter Newsletter promotion of upcoming webinars
  26. 26. His continued interest gets noticed Registers for an upcoming webinar Attends “Trends in MA” webinar
  27. 27. New Members: What do we know about them?
  28. 28. Invest in making a great first impression Learner Welcome Series Leader Welcome Series
  29. 29. Powered by Marketing Automation technology • Integrated Systems • Marketing Intelligence • Precise Targeting • Automated Campaigns 29
  30. 30. Campaign Designer – Plan your response
  31. 31. Personalize with precision targeting Leverage Branch Logic • Open • Click • Convert • Subject Line • Message • Call to Action
  32. 32. Campaign Automation Opportunities • Lead Nurturing • Welcome Series • Events / Appeals • Nurture • Renewal • Re-engagement • Win back
  33. 33. The Solution: Leverage integrated systems Website Database Email Online Community
  34. 34. How to get started? Email personalization Targeted Landing Pages Targeted Ads Site Search Keyword Triggers Auto-populated forms Visitor Lead Scoring Persona Profiling Rules Based Personalization A/B Testing Predictive Personalization Engagement Automation Integrated Systems Multi-Channel Personalization
  35. 35. How may we help you? experts@informz.com will.levenson@americaneagle.com

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