With personalization, you can serve an experience that is truly custom to every customer or account. In this webinar, hear from FunnelEnvy CEO, Arun Sivashankaran, and Optimizely Web Lead, Takeshi Young, as they share the keys to maximizing ROI with personalization.
In this FunnelEnvy + Optimizely webinar, you’ll come away with the following knowledge:
-Case Studies on how top Optimizely customers leverage personalization
-How to use account-based personalization in your next ABM campaign
-How to scale challenges as you build out your personalization efforts
Artificial intelligence in the post-deep learning era
From Zero to Hero: Starting and Scaling B2B Personalization
1. FROM ZERO TO HERO:
STARTING AND SCALING B2B
PERSONALIZATION
Arun Sivashankaran
CEO, FunnelEnvy
arun@funnelenvy.com
@funnelenvy
Takeshi Young
Web Marketing Lead, Optimizely
takeshi@optimizely.com
@takeshiyoung
2. Personalization Goal
Increase conversions for highest value
customers (accounts) through highly
relevant campaigns that lead to
engagement
✓ Which customers are most valuable
and how do we identify them?
✓ What KPIs are we optimizing for and
what engagements lead to them?
✓ What are the most effective campaigns
that will lead to these engagements?
2
Content Context
Value
P13N
3. Establishing Value
3
Lead Value
(non-target acct)
$2,000
Lead Value
(target acct)
$20,000
Lead Mix
(Non Target / Target)
90% / 10%
Weighted Lead Value $5,600
No Personalization
Lead Value
(non-target acct)
$2,000
Lead Value
(target acct)
$20,000
Lead Mix
(Non Target / Target)
50% / 50%
Weighted Lead Value $11,000
Personalization
7. Evaluating Conversion Rates
7
Conversion Rate = 10%entrances
completions
TOFU (tcompletion - tentrance ~ 0)
BOFU (tcompletion - tentrance >> 0)
Example: Visitor -> SAL CR over 12 weeks
8 weeks average to convert
wk 1
wk 2
wk 11
wk 12
…
11 weeks of opportunity
< 1 week of opportunity
Wk 1 Wk 2 Wk 3 Wk 12
ConversionRate
Time
Time based cohorts
Wk 1 Wk 2
Wk 3 Wk 11
t
8. Evaluating Audiences
8
1 2 3 4
Conversionrate
Time based Cohort
Conversion Rate by Audience at t
Strategic
Enterprise
Automotive
Healthcare
9. Opportunities across the customer journey
9
Use Case KPIs
Content personalization based on firmographics (e.g. industry) &
individual (e.g. role)
Account
engagement
Real time lead nurture MQL
Differentiated experiences for existing customers Expansions,
renewals, churn
Trial conversions, onboarding experience Retention, churn
Cross channel experiences (incl retargeting, chat) Any
13. Real Time Content Nurture
13
Segmentation by lead score and personalization by
vertical to drive incremental engagement to MQL
Default B2B Retail Travel
15. Getting Started Tips
1. Reuse existing content
1. Personalize high value segments with existing
content on high traffic, “generic” pages
2. Focus on high leverage opportunities for engagement
1. Pricing pages, high traffic pages
3. Understand addressable traffic
1. By audience, opportunity stage, impact
4. Define data integration & activation strategy
15
32. Scaling: Process
✓ Strategy - Focus on high
value opportunities
✓ Research - Evidence to
support hypotheses
✓ Experimentation - Optimize
for time to learning
✓ Analysis & Attribution
32
33. Scaling: Rules Based Personalization
33
✓ Challenges with rules based
personalization
✓ Segmentation with a variety of data
sources
✓ Number of rules to manage
✓ Number of campaigns & engagements
to optimize for
✓ Static model - Not flexible to
accommodate changes or down funnel
outcomes without human intervention
34. 34
Data Activation Challenge
1st Party
CRM
Marketing
Automation
Internal
Behavioral
Activity
3rd Party
Reverse IP Cookie
Data Activation Strategy:
Account & Individual
✓ Unified segmentation
✓ Identity management
✓ Real Time performance
✓ Decisioning / Insights
– Audiences
– Engagements
✓ Outcome reporting
– Attribution
35. Predictive Personalization in B2B
35
✓ Augmented intelligence - Marketers focus on the creative
elements (UX) while automating analytical decisioning (segments,
engagements, traffic)
✓ Must work in conjunction with rules based
✓ Adapts to changing conditions and down funnel outcomes without
human intervention
Propensity
Likelihood that
certain audiences
will convert based
on previous
engagements
Prediction
Audiences &
engagements that will
maximize conversion
outcomes
Learning
Model updated in real
time based on
attribution
36. QUESTIONS / DISCUSSION
Arun Sivashankaran
CEO, FunnelEnvy
arun@funnelenvy.com
@funnelenvy
Takeshi Young
Web Marketing Lead, Optimizely
takeshi@optimizely.com
@takeshiyoung