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How to Increase Conversions
With Marketing Personalization
Mathew Sweezey
Principal of Marketing Insights,
Salesforce.com
...
@Uberflip#uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
@Uberflip#uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
J...
STICK AROUND
FOR A DEMO
@msweezey@Uberflip#uberwebinar
Content MarketingIsn’t about mass publishing content. Rather it is about
understanding what...
@msweezey@Uberflip#uberwebinar
ContentSeth Godin writes “Permission Based Marketing” in
1999. Becomes a National Best Sell...
@msweezey@Uberflip#uberwebinar
“media Companies”
Should we all be?
@msweezey@Uberflip#uberwebinar
@msweezey@Uberflip#uberwebinar
InfluenceAmount of consumption
does not equal
influence from content
marketing.
@msweezey@Uberflip#uberwebinar
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
71% Of B2B Buyers...
@msweezey@Uberflip#uberwebinar
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
25% Of them will ...
@msweezey@Uberflip#uberwebinar
Media Made money Because they
owned the relationship. Not because
they mass published media...
@msweezey@Uberflip#uberwebinar
Relationship > CONTENT
We should learn…..
Campaign
CONVERSIONS
@msweezey@Uberflip#uberwebinar
Scale Relationship building
not Automate content
Creation.
We should then…..
@msweezey@Uberflip#uberwebinar
Nobody says
“I want content”They decide engage with content to
solve goals, they engage wit...
@msweezey@Uberflip#uberwebinar
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
...
@msweezey@Uberflip#uberwebinar
Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 57 millio...
@msweezey@Uberflip#uberwebinar
more often than they do
those that simply urge
them to buy the product
being advertised. As...
@msweezey@Uberflip#uberwebinar
Purpose is
“Contextual”So depending on their
state of mind may depend
on the purpose they a...
@msweezey@Uberflip#uberwebinar
EscapePeople wanting to escape will lean on
self discover and social channels.
They are loo...
@msweezey@Uberflip#uberwebinar
@msweezey@Uberflip#uberwebinar
LearnPeople wanting to learn are
looking on ways to be better at
what they care about. This...
@msweezey@Uberflip#uberwebinar
WARNING: You engaging with this
presentation is you “Learning”.
@msweezey@Uberflip#uberwebinar
SeekPeople wanting to seek will
dedicate time to search, learn,
and solve. They are looking...
@msweezey@Uberflip#uberwebinar
1.4 Trillion hours/day
are spent online every day in the United
States
@msweezey@Uberflip#uberwebinar
PresencePeople want to be present in all scenarios possible. This means
being active, as we...
@msweezey@Uberflip#uberwebinar
28% of all online usage
Social networks account for
@msweezey@Uberflip#uberwebinar
Question 1
@msweezey@Uberflip#uberwebinar
“A” or “b”How do you manage your
email in box?
@msweezey@Uberflip#uberwebinar
“We now disqualify
before we qualify”
@msweezey@Uberflip#uberwebinar
Question 2
@msweezey@Uberflip#uberwebinar
“A” or “b”How do you download data?
@msweezey@Uberflip#uberwebinar
“We batch
research”
@msweezey@Uberflip#uberwebinar
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels....
@msweezey@Uberflip#uberwebinar
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels....
@msweezey@Uberflip#uberwebinar
John,
I noticed an article on Content experience,
and thought you might like to give it a l...
@msweezey@Uberflip#uberwebinar
2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.
@msweezey@Uberflip#uberwebinar
Lead Nurturing Wins
Using the 3-2-1 technique
of lead nurturing eCornell
has been able to s...
@msweezey@Uberflip#uberwebinar
How to automate
relevance
Most of the mobile
media about our
business isn’t created
by us.
@Uberflip#uberwebinar @msweezey
“Our end goal is to present the
customer with content that is
relevant, not invasive”
-Kim...
@Uberflip#uberwebinar @msweezey
Marketing now knows every interaction
they company has had with the person
across external...
Marketing Sales
Service
Single
Customer
View
Automation Platform (s) CRM
System of relevance
Allows for
plug and play
inte...
@msweezey@Uberflip#uberwebinar
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...
You no longer compete with those in your own industry, but rather the
best of those fields. Consumer are now comparing all...
@msweezey@Uberflip#uberwebinar
You no longer compete with those in your own industry, but rather the
best of those fields....
@msweezey@Uberflip#uberwebinar
15%
Increase in revenue for those companies
who can transform their idea of individual mome...
@msweezey@Uberflip#uberwebinar
ZERO CLICKIs the goal of the future. Having the
correct content brought to the
person rathe...
This Is the old way of thinking about
conversion. How do we make content,
and drive people to it. Now we take a new
approa...
@msweezey@Uberflip#uberwebinar
Companies using predicative
content on average are seeing
an increase in revenue by 15%.
Pr...
@msweezey@Uberflip#uberwebinar
416%
Demandbase underwent a new optimization of their website.
They began changing their we...
@msweezey@Uberflip#uberwebinar
Predictive Content
Conversion Rate Lift
from Email
25%
Website
Revenue Lift
10%
Click Throu...
Achieved a 30% reduction in sales cycle length in
their industrial storage business within one year, and
another 25% reduc...
@Uberflip#uberwebinar @msweezey
Personalization
Segmentation
@Uberflip#uberwebinar @msweezey
Segment Based on What?
Properties
Job Title
Industry
Geography
Persona-related
Behaviors
C...
@msweezey@Uberflip#uberwebinar
TAILOR THE
CONTENT
EXPERIENCE
@Uberflip#uberwebinar @msweezey
We put the ability to manage and leverage the
content experience in your hands.
@Uberflip#uberwebinar @msweezey
With built-in tools to:
RESPONSIVE
DISCOVERABLE
SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEA...
@Uberflip#uberwebinar @msweezey
Resource Center Blog Upgrade Content Library Sales Enablement
UBERFLIP USE CASES
@Uberflip#uberwebinar @msweezey
QUESTION TIME!
Mathew Sweezey
Principal of Marketing Insights,
Salesforce.com
@msweezey
Ha...
THANK YOU!
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY
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@msweezey@Uberflip#uberwebinar Predictive Content Conversion Rate How to Increase Conversions With Marketing Personalization

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

Published in: Marketing
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