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Drive Revenue through Digital via Personalization

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To move the needle of marketing performance in 2018, try out 1:1 personalization strategies and deliver real business results!

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Drive Revenue through Digital via Personalization

  1. 1. Digital Revenue EngineAbhirajBanerjee,SVP DigitalMarketingSolutions abhiraj.banerjee@edynamic.net
  2. 2. IN TODAY’S SESSION… It’s all about revenue Getting started Digital Revenue Engine Personalization demystified
  3. 3. Revenue – Most Important Metric
  4. 4. Revenue – Most Important Metric
  5. 5. Demand Gen must drive Revenue. 74% of companies that weren't exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. Hubspot 80% of marketers report their lead generation efforts are only slightly or somewhat effective. BrightTalk 80% 92% marketers list qualified leads as their top goal. But only 15% of organizations are measuring against this goal. TrueInfluence B2B Demand Gen Trends Survey 2017 5
  6. 6. Be Relevant or Lose Customers There is no middle ground. 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant. 86% of consumers say personalization plays a role in their purchasing decisions. 80% of consumers like it when retailers emails contain recommended products based on previous purchases.
  7. 7. Highly competitive: users visit an average of 22 sites competing for a sale Long visitor paths: an average of 15 or more site visits before purchase Focus on search: over 90% of users start with search Open to suggestions: 40% of users don’t know where they want to go on their first visit Multi-Channel: Many users begin by browsing on a mobile, but most purchase on a PC Low conversion: 89% of users abandon their basket at checkout
  8. 8. Barriers toPersonalization No Executive Buy In. Personalization can be nebulous, hard to pinpoint value – but its not just a nice to have! It’s aJourney. Youdo not have to boil the ocean, in fact, it’s a whole lot better if you don’t! Where to Start. Start with what makes a difference to revenue, start with asmall project. Keep it digestible!
  9. 9. PainPoint Poor conversion of daytrips Hugebounce rate onday trip campaigns Project ROIif bounce rate <35%
  10. 10. 2 Week Project Focuson AdWordcampaigns Drive revenue - easydecision Low project cost – easydecision
  11. 11. 2 Week Project Bounce reduced to 24% Project ROIin just 2 weeks. Quick Win! Measurable!Impact!
  12. 12. 3 Steps toStart EngagementAnalytics/Goal based scoring RulesBased Personalization Profiling & PredictivePersonalization
  13. 13. 75%AVMonthly Growth 140%AVMonthly Re-buy
  14. 14. 3 Steps toStart EngagementAnalytics/Goal based scoring RulesBasedPersonalization Profiling
  15. 15. TopChoice for Carsand Aftercare New CarSales BookTest Drives Book Service Digital Goals IncreaseService Digital Goals Digital Goals Digital Goals Digital Goals Contact Dealer StrategicObjective BusinessObjective Marketing Objective ALIGNMENT
  16. 16. • PurchaseCar/BookService100 • BookTestDrive / ContactDealer 75 • UseFinanceCalculator50 • UseDealerLocator30 • Watch Video / DLPDF10 • CompareModels2 VALUE COMMITMENT
  17. 17. 3 Steps toStart EngagementAnalytics RulesBasedPersonalization Profiling
  18. 18. 27 When a visitor enters the website, the visitor’s “digital finger print” is revealed “Inthe Moment” Personalization– Digital Finger Print Search MarketingKeywords Country Region City Device OperatingSystem ReferralVisit Campaign IPaddress IPOwner VisitorIdentification Language Day Time Default Landing Page Personalized LandingPage
  19. 19. 28 “Inthe Moment” Personalization– Onsite Events Goaltriggered Anonymous or logged in As a visit progresses,the visitor reveals preferences.For example,via specific actions or states Interactions (e.g.,comparison tool,pricecalculator,etc.) Internal searchkeyword Page viewed Visit number Profiled Contentdownloaded Tag values VisitprogressionPagecount
  20. 20. EasySteps! Select where on the homepage youwill personalize. Choose5 or 6 rules that will work to drive conversion – makesure they align with your Engagement Value Scale.. . HEROIMAGE FEATURESPOT VEHICLEPREFERENCESPOT RulesI useall the time – because they work! • Campaign • Profile (more on that in aminute) • Date and Time • Goal Conversion • Visit Number • Geolocation
  21. 21. 3 Steps toStart EngagementAnalytics Rules Based Personalization Profiling
  22. 22. Digital touchpoints Physical touchpoints AWARENESS CONSIDERATION ACTION SERVICE LOYALTY TV Radio PR Word of mouth Direct mail Store Call center Call center IVR Promotion on invoice Online Ads Viral email Digital billboards Search Landing page Blog 3rd Party sites Website Mobile IM/Chat Blog Email Newsletter Managed touchpoint Unmanaged touchpoint Customer 3Customer 2Customer 1 DecisionsAre Not Made in Straight Lines
  23. 23. Simplify the Who andWhat! . What product orservice? What is their budget? Where are they in thebuyer journey?
  24. 24. What Product or Service! . Profile 1 – Vehicle Preference Civic Accord CR-V HR-V Odyssey Pilot Ridgeline Theanswer is in your navigation! Vehicle Preference is Honda CR-V.
  25. 25. Budget! . Profile 2 –Budget Low Medium High Premium Theanswer is in your navigation! Budget is High.
  26. 26. Buying Journey! . Profile 3 – BuyerJourney BOF MO F TOF Theanswer is in your EVS! Buyer Journey is MOF.
  27. 27. Now WeKnow! . Budge tProduct Preference BuyerJourney Next Step is BookTest Drive!
  28. 28. HEROIMAGE FEATURESPOT VEHICLEPREFERENCESPOT Bring it Together! Choosewhat you will personalize, lets take afew that makesense! Thisis visit number 2. SpecialOffers! .• Visit Number • Campaign – CR-V • Profile • Goal Conversion • Geolocation t eg Bud Product BuyerJourney Preference
  29. 29. 150% TestDrives 150% Contact Dealer 30%Decreasein Bounce on TargetedSearch
  30. 30. Your data lives in siloes You can’t personalize. You can’t measure. You can’t report
  31. 31. BROKENRECORDS (ChiefMarketerSurvey,B2B) 39
  32. 32. Source: Scott Brinker – ChiefMartech.com One of the single most important imperatives for every marketing operations team is to fight against data fragmentation and find ways to unite the whole marketing stack at the data layer.
  33. 33. Customer Journey Emails driving traffic to Specific landing pages Promotional emails/offers/ invite for webcasts based on website visit Send relevant alerts and thought leadership material on different channels Engaged with sales team Unknown visitor Clicks and reads content SignupforWebcast Nurture with relevant information Top Funnel lead generation Profile of Visitor based on digital foot print on the website Utilize context to target 1:1 Known Visitor MQL Lead score>threshold, lead is transitioned from marketing to sales team) Search, Social, Marketing automation (Survey), content marketing Email and webcast invite Data to CRM Arrives on website Retargeting Single actionable profile is created for the lead. lead score is updated) Profile created (lead score is assigned) Single actionable profile updated (lead score reaches threshold Single actionable profile updated (lead score updated) Lead score 30, Data updated in CRM Lead score 50, data updated in CRM Lead score 70, Data updated in CRM Lead score 100, Data updated in CRM Known visitor Data to CRM
  34. 34. Big data means you can’t see the wood, for the trees
  35. 35. #SitecoreSYM Flying Blind Quick Business Wins 1:1 Marketing Revenue Engine Maturity Model Engagement Analytics Easy Personalization Real Time Profiling AB Testing CMS Updates Traffic Analytics Spray and Pray using MAP Ad Hoc Social Landing Pages CRM MAP CMS Core Contact DataCustomer Engagement/Behavior Funnel Stage and Lead Score
  36. 36. 44 MAP is your pitcher. CMS catches and converts. CRM keeps score.
  37. 37. Your most important channels – working in symphony.
  38. 38. Getting started…
  39. 39. WHERE AND HOW – a step at a time 47 • The Revenue Audit • The Revenue Workshop • Establishing marketing-sales alignment • Defining quick outcomes/wins • Move up the maturity model based on a roadmap
  40. 40. MQL SAL SQL Win/Loss/ ND Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead LEAD A//unknown prospect Raw Lead Source: SiriusDecisions Parameter Check Website visit +1 Website download +1 Email open +1 Email click through +1 Twitter follower +1 LinkedIn Shared group member +1 Company revenue, location +2
  41. 41. 50
  42. 42. We are a global digital marketing and technology agency focused on customer engagement. 5
  43. 43. Digital marketing transformation. .n//Personalized experiences and marketing driven by data and technology to engage customers and drive revenue. 1:1 MARKETING 52
  44. 44. OVER 100 CLIENTS WITH OVER $500M IN REVENUE 4
  45. 45. Our work gets noticed Sitecore People’s Choice Website of the year Webby Official Honoree Winner Hermes Creative Gold Winner AVADigital Gold Winner Technology Innovator Award 5
  46. 46. Questions?

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