How to Increase Conversions With Marketing Personalization

How to Increase Conversions
With Marketing Personalization
Mathew Sweezey
Principal of Marketing Insights,
Salesforce.com
@msweezey
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

@Uberflip#uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)

We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on

@msweezey@Uberflip#uberwebinar
Content MarketingIsn’t about mass publishing content. Rather it is about
understanding what content’s role is in building a
relationship in the infinite media environment with
contextual content. From there, you can then easily build
automated programs for distribution, net new lead
generation, conversion, and manage the infinite amount
content being create about you with a solid
understanding of mindset. That is how you will create a
content marketing machine which will automate your
goals.
“Automating”

ContentSeth Godin writes “Permission Based Marketing” in
1999. Becomes a National Best Seller, creating the
idea of content marketing.

“media Companies”
Should we all be?

InfluenceAmount of consumption
does not equal
influence from content
marketing.

71% of B2B buyers have
been disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have
been disappointed with
content
-Pardot Research Report 2013

71% of B2B buyers have
been disappointed by content
-Pardot research 2013
25% Of them will never
engage with your
content again
-Pardot Research Report 2013

Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..

Relationship > CONTENT
We should learn…..
Campaign
CONVERSIONS

Scale Relationship building
not Automate content
Creation.
We should then…..

Nobody says
“I want content”They decide engage with content to
solve goals, they engage with it
because it aligns with their purpose

“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities

Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 57 million fans

more often than they do
those that simply urge
them to buy the product
being advertised. As a
result, their path to
purchase is actually
their path to purpose.
Consumers choose
the brands that
engage them on their
passions and interests
42%PathtoPurpose
-Google THINK

Purpose is
“Contextual”So depending on their
state of mind may depend
on the purpose they are
trying to fulfill. This
changes by the second,
and must be understood
for automations to have a
net positive effect.

EscapePeople wanting to escape will lean on
self discover and social channels.
They are looking to escape their work,
life, job, and take a short break. No
barring on sales readiness.

LearnPeople wanting to learn are
looking on ways to be better at
what they care about. This
can also take place during an
escape. May be an early sign
of sales readiness if they
move to research.

WARNING: You engaging with this
presentation is you “Learning”.

SeekPeople wanting to seek will
dedicate time to search, learn,
and solve. They are looking for
content to help them fulfill
purpose, or solve a problem.

1.4 Trillion hours/day
are spent online every day in the United
States

PresencePeople want to be present in all scenarios possible. This means
being active, as well as passive in the situations they choose.

28% of all online usage
Social networks account for

Question 1

“A” or “b”How do you manage your
email in box?

“We now disqualify
before we qualify”

Question 2

“A” or “b”How do you download data?

“We batch
research”

Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined

Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
B2B nurturing Content should move prospects to the next stage

John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
Get better eMAILS GET MORE CONVERSIONS
B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions

2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.

Lead Nurturing Wins
Using the 3-2-1 technique
of lead nurturing eCornell
has been able to see
amazing results.
Converting 50% of all
sales qualified leads who
are nurtured into new
customers.
eCornell Lead Program
Is the online branch of the
Ivy League Cornell
University. They are
responsible for driving all
traffic and produce 5,000
leads per month.
16X
Higher conversion rate on
leads who have been
nurtured vs those who have
not. Giving them the single
biggest increase in leads from
any other method.

How to automate
relevance
Most of the mobile
media about our
business isn’t created
by us.

“Our end goal is to present the
customer with content that is
relevant, not invasive”
-Kimberly Ruthenbeck, Director of Web
Customer Experience for Room & Board
““

Marketing now knows every interaction
they company has had with the person
across external sources. Other data
sources can be added into know what
is relevant to a person based on their
digital fingerprints.
Every channel has the ability to read
and write to this record so in the future
every conversation in enabled to be
relevance. These conversations are
also used to trigger automated
content based on rule sets set up by
the business.
External View Internal View
Must have this first!

Marketing Sales
Service
Single
Customer
View
Automation Platform (s) CRM
System of relevance
Allows for
plug and play
integrations
with other
apps who use
data, and add
to data.

Distribution at
scale
Learn how to distribute
to those you don’t know

You no longer compete with those in your own industry, but rather the
best of those fields. Consumer are now comparing all experiences
against each other rather than against their vertical.
VOLVO
Case Study
“Facebook has been our most
effective social media
technology for generating
leads.”
John Johnston
Director, Digital Marketing
Volvo Construction Equipment of North America

VOLVO
Case Study
Results
§  279,746+ Impressions
§  9,485 Clicks
§  27 Direct Sales Qualified Leads
§  $2,065.71 Cost ($76.50 / SQL)
Location – Living In
Canada, United States
Age
23 and older
Interests
Construction equipment brands
competitive to Volvo Construction
Equipment

VOLVO
Case Study

15%
Increase in revenue for those companies
who can transform their idea of individual moments
into a full customer journey.

ZERO CLICKIs the goal of the future. Having the
correct content brought to the
person rather then then having to
search for it on your site is the best
way to automate increased content
engagement, and revenue lift.

This Is the old way of thinking about
conversion. How do we make content,
and drive people to it. Now we take a new
approach with dynamic journeys.
Static
Websites

Companies using predicative
content on average are seeing
an increase in revenue by 15%.
Predictive Content
Predictive content suggests
the best next piece of content
given set algorithms of most
likely engagement.
Owned Experiences
Creating customized
experiences also needs to
happen both on your website
and via the email content.
+15%
Revenue

416%
Demandbase underwent a new optimization of their website.
They began changing their website based on the IP of the
people landing on their home page they obtained a 416%
increase in demo requests.
Zero Click Case Study
The idea of Zero Click is to be able to
completely change the experience
you are presenting to someone
based on a variable you know about
them. This can be an IP address, a
lead score, a buyer persona, etc.
When you do begin to understand
the power of personalization you can
win big.

Predictive Content
Conversion Rate Lift
from Email
25%
Website
Revenue Lift
10%
Click Through
Rate Lift
35%
2014 Salesforce Predictive Intelligence Benchmark Report

Achieved a 30% reduction in sales cycle length in
their industrial storage business within one year, and
another 25% reduction in two years with the use
dynamic content marketing across channels.
Dynamic
Journeys

Personalization
Segmentation

Segment Based on What?
Properties
Job Title
Industry
Geography
Persona-related
Behaviors
Content consumption
Demo / Free trials
Visited website
Form submit

TAILOR THE
CONTENT
EXPERIENCE

We put the ability to manage and leverage the
content experience in your hands.

With built-in tools to:
RESPONSIVE
DISCOVERABLE
SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEADS
ORGANIZED
TAILORED
HOW IT WORKS
Blogs
Videos Social
eBooks
Connect your content:

Resource Center Blog Upgrade Content Library Sales Enablement
UBERFLIP USE CASES

QUESTION TIME!
Mathew Sweezey
Principal of Marketing Insights,
Salesforce.com
@msweezey
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY

How to Increase Conversions With Marketing Personalization

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