Understanding what they’re looking for Where they are in the buying cycle Delivering content that matters to them Helping nurture them towards sales
This should be the first slide in this section as it sets up this section well.
Unleashing the Power of Personalization
A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Unleashing the Power of
Five Essential Steps to Drive
Deeper Engagement With Your Website
Webinar: September 2011
1. Understanding True Personalization
2. Why Personalize?
3. Five Essential Steps to providing a richer,
personalized web experience
4. Leveraging Technology
Personalization: What is it?
What does “Personalization” mean in the context of online
• An effort to differentiate yourself, based on
making what you’re selling unique to each
• Interacting with prospects on a personal level:
delivering content that speaks directly to their
• Based on the original concept of “one-to-one”
marketing, technology has made this concept
easier to execute.
The type of personalization that’s superficial and doesn’t add
any value for visitors
• Using data elements such as a
name, gender, geography…
Personalization: What it needs to be
To turn visitors into customers, you need to engage them at
every step of their buying journey
• Buyers evolve as they go
through the buying cycle
• Buyers get more
sophisticated in their
knowledge of the industry,
market, product features.
• True Personalization should be richer and deeper and
engage the customer in context through an
understanding of their behavior and disposition.
Personalization: Why it Matters
Engage your customer or lose her to the competition
• Prospects are more
informed than ever.
• A deeper, richer Web
• A better engaged prospect
is that much closer to a
Importance of Engagement
Moving people from consideration to commitment is the most
important path of the sales process — also the most necessary
Marketing Sherpa B2B Benchmarking Report
When is the Best Time to Engage?
Engaging customers at their point in the buying cycle, with
relevant content that promotes action, is key.
The Evolution of Web CMS
Web CMS Solutions such as Sitecore offer the capability of rich
1. Understanding the customer—step into their shoes
2. Align with their expectations—understand their mindset
3. Know them better than themselves—augment your data
Context is about leveraging information about the prospect to
optimize the interaction and engagement across all channels
“Although the rudiments of context-
aware computing have been around for
some time now, it is a disruptive
technology that has the potential to be a
real ‘game changer’ in terms of
competitive advantage” Gartner 2009
Technology is only the enabler
The content and experience offered by solutions like Sitecore, is
driven by the visitor context but…
• You need to better understand the journey your prospects
take, and travel it with them.
• Learn what they want/need at each stage of the buying cycle
• Deliver relevant content to keep them engaged
• Nurture them to the finish line.
• Technology can enable deep insights into potential
• Delivering personalized content, in a timely manner, is
what will turn a visitor into a prospect.
Visitor generated: Implicit information captured from the
website journey—the “digital footprints” left by the visitor
Indicators of preference, predispositions, lead maturity
Visitor supplied: Explicit information supplied by the visitor
as they complete questionnaires, quizzes and other facilities
Common demographics—name, age, gender, interests
Externally supplied: Information captured by external
service providers, emerging context-enriched services
Location, presence, social attributes, cross-vendor buying habits
Identifying Visitor Context
Context can be identified through implicit, explicit or external
means—all of which are integrated or interface with the CMS
The Five Essential Steps
to enabling true
1. Define the Buyer and the Buying Cycle
Build the profile, analyze the profile and respond to the prospect
2. Understand the Buyer’s Disposition
Read the prospect’s Digital Body Language and respond to their needs
3. Characterize prospects with a profile
Properties include buying cycle state and segmentation parameters
4. Align content to the profiles
Content will speak directly to a prospect profile
5. Leverage the platform
Use the Sitecore DMS Rules Engine and Analytics to drive the engagement
5 Steps to enabling true Personalization
eDynamic uses five steps to achieve contextual engagement
that aligns with customer expectations and drives acquisition
Step 1. Understand your Buying Cycle
There are typically 5-6 stages customers pass through from the
point of need recognition to a purchase decision
Understand your customer’s mindset through the buying cycle
Step 2: Understand Disposition
What are the triggers and tripwires that turn someone into a
buyer? How do you determine them?
• Understand a visitor’s “digital body language”
• Use lead scoring, analytics, feedback to build a profile –
what did customer look at last time? Based on past
behavior, what do they want to see this time?
• Learn which triggers indicate prospects are ready to
move to the next stage
Step 2 cont’d: Understand Motivators
Identify and prioritize your customer’s “pain points or
Sell More Rooms/Seats
Step 2 cont’d: Understand the Triggers
Once you understand a prospect’s disposition, it’s time to move
• Using the profile and lead scoring analytics, serve
specific content that matches the prospect’s disposition.
• If a lead is still in the information gathering phase, serve a white
paper that delivers more details about product benefits
• If a lead is in the vendor evaluation phase, deliver a Webinar or
Video that talks about your differentiators
Vendor Evaluation Purchase Decision
Step 3: Profile and Segment your Audience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Segment group guidelines
Step 3 cont’d: What to Consider for Segmentation
Objective: Understand relevant segmentation attributes, define
exclusive and homogeneous groups that are of substantial size
Step 4: Align Content to the Segmentation
Identify content that addresses customer expectations.
Consider buying cycle, segmentation, pain points/motivators
Per stage in the buying cycle
Put yourself in their shoes
What questions would they
have at this stage?
What information would they
need to move forward?
What fear, uncertainty and
doubt (FUD) must be
Step 4 cont’d: Creating a Content Map
Objective: Understand prospect needs and motivations per
segment per stage, walk the buying cycle like they would
Step 5: Leverage the Platform
Once you better understand the buying cycle, who is buying
from you, and why, you can deliver the content at the right time.
Build the Rules
Understand and align the messages with the segment and their
Create rules to deliver content
Per segment: Job title, industry vertical, etc.
Per stage in the
buying cycle: Info gathering, vendor evaluation, etc.
DMS behind the
The Journey from Visitor to Sales Lead
Understanding Leads to Success: The more you know about
your prospects, more likely they are to become customers.
• When you know what
drives your prospects,
you can take the
journey with them
• The customer is better
engaged with what
• An engaged customer
is closer to purchase
Putting it intoAction with Sitecore DMS
Sitecore DMS is the Personalization Enabler
• Sitecore automation module (Digital Marketing Solution,
or DMS) can implement your trigger rules and automate
delivery of the content.
• Start by considering your triggers and rules…
Information Gathering Vendor Evaluation Purchase Decision
Visit to “About us” age
Rule: Deliver White
Rule: Deliver Demo
Rule: Initiate Sales one-
ASitemap based on Rules
Develop a wireframe sitemap based on your rules
• Your wireframe sitemap helps you map out who sees
what, and when.
Implement the Rules with Sitecore
Deploy the segments and implement your rules in Sitecore