How LegalVision leverages content to deliver targeted messaging - Anthony Lieu, Head of Marketing

1. © Adobe, Inc.
SuperchargingPersonalisation:
HowLegalVision Leverages Content to Deliver
Targeted Messaging
Anthony Lieu, Head of Marketing at LegalVision

2. 2© Adobe, Inc.
iStockPhoto

3. © Adobe, Inc.
Consumers now expect personalisation
in their marketing communications
but Personalisation cannot come at the
expense of consumer trust and privacy
Personalisation is now at a tippingpoint

4. © Adobe, Inc.
Deliver
value
Build
trust
Marketers mustoffer consumers
a clear value exchange

5. 5© Adobe, Inc.
Personalisation shouldbeundetectable

6. © Adobe, Inc.
Right
person
Relevant
content
Right
time
Three core ingredientsto effective personalisation

7. © Adobe, Inc.
Relevant Content
Fresh content is the key to keeping your
marketing automation engine from going idle

8. © Adobe, Inc.
Personas
Unknown
Site Visitors
Visitor Data
and Behaviour
Persona A
Persona B
Persona C

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Website Tagging: Assigning Personas at Scale
Lead fillsoutwebsite form, pushed toCRM
Tagged witha persona
Pushed toMarketo

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Newsletter
Subscription

11. © Adobe, Inc.
Progressive
Profiling

12. © Adobe, Inc.
Gated
Content

13. © Adobe, Inc.
Event
Registration

14. © Adobe, Inc.
User Segmentation
Demographics
BehaviouralData
Layered Profiling
Industry | Role | Location
Website Activity
EmailActivity
Lifecycle
Targeting
Triggers

15. © Adobe, Inc.
Lead Scoring
User has viewed a particular page three number of times in the past week +14
User has visited a high sales intent page +10
User has downloaded a publication +5
User has filled out a quote request form +20
User has opened three or more lead nurturing emails in the past month +6
User has attended an event in-person +12

16. © Adobe, Inc.
Mappingthe Journeywith Data
Nine
months
(Next logical product)
First
purchase
(A product)

17. © Adobe, Inc.
MakingMore InformedDecisions
Six
months
Content
download

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SME Owner
Client
Review
Evergreen
Article
Event Driven
Article
Publication
Limited
Time Offer
Next
Product
Email
Case Study
Custom
Landing
Page
Explainer
Video
Webinar Guide
Thought
Leadership
Article
Brand Video Factsheet Event Email Offer
Social
Campaign
Cross-Sell
Article
Personalisation Framework
GeneralCounsel
Franchisee
First Time
Visit
Return Visit
Need
Identified
First Sale Scoping Next Sale

19. © Adobe, Inc.
Dynamic Content + Web Personalisation
Prioritiselocaladdress on
Contact Us page
Personalisehomepage with
startupreviews

20. © Adobe, Inc.
Personalise the Brand to Deliver GenuineExperiences
Sent onbehalf
of a person
Plaintext
withone CTA
Conversational
language

21. © Adobe, Inc.
Delivervalue
Buildtrust
Right
person
Relevant
content
Right
time

22. Anthony Lieu
Head of Marketing
https://www.linkedin.com/in/alieu/