Search and Performance Insider Summit, Deer Valley, UT, Dec. 12, 2019 - 09:45 AM: Diane Sidden of Cisco explains why understanding consumer intent is key to developing the right content. She talks about what signals we need to look at in order to give customers a true red carpet buying experience. Presenter Diane Sidden, Audience Platform Program Manager, Cisco

1. User Intent And Content - The New Stars
Diane W. Sidden
Twitter: @dpease
LinkedIn: linkedin.com/in/dwpease

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Agenda
1
2
3
Audiences and Intent
Intelligent Content5
Search Intent
The “Recipe”
4 Personalization

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It all starts with
intent
Understanding a user's intent is key to
developing the right content for the
customer journey
It's imperative to understand the
signals a customer is giving us so we
can give them a true red carpet buying
experience.
Using audience insights helps us to
inform creative development

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The audience you
plan for may not be
the audience that
responds to your
advertising

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But it's the
response to
behavioral and
intent signals that
matters.
• Build behavioral signals into your
website (such as behavior scoring)
• Define behaviors in terms of micro-
goals, such as purchases or leads
• Don't generalize behavior to an
entire audience

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Plan For Insights – Media Discovery
Time of day, intent, device,
topics of interest – they all build
a picture of the user.
The more we are open to
following a user's intent, we will
know how to create content
they care about.
Machine learning learns what
the user is doing on the site

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The “Recipe”
• Standard audiences used
globally across all channels
• Each channel to use the same
traits to ensure consistent
audience targeting
• The methodology uses a
combination of account, intent
and buying stage data

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What It Looks Like

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The Audience Alignment With The Content Journey

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Using Search
Intent
• Part of the recipe uses search intent
data
• Using Bright Edge, develop intent
modeling for different architectures
• Determine “growth opportunity”
keywords based on rank and monthly
searches
• Map the “strong growth” keywords to
relevant pages on website

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Sample Intent Modeling Analysis

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Personalization
• B2B Marketers are stepping up
their personalization game
• A growing majority of customers
want (and expect) ABM
personalization
• Doing it right requires the
integration of content and
marketing technology
• By 2020, 85% of customer
interactions with be managed
without a human, (Gardner)

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Example of ABM Personalization
Company
Name
Recommended
Content
Dynamic
Creative
Selective
Offers
Personalized Chat
connects to
assigned sales and
support leads

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Benefits of Using Personalization
Personalized Landing Page
Provides a single landing page
destination for all touches in a
journey
Provides content blocks to display
offers that match the contact’s
profile and expressed interests
Structure and framework can be re-
purposed for other journeys
Allows customers to self-direct their
own journey, while simultaneously
indicating more buying interests
Digital Asset With Static Content
Assumes that all contacts
visiting pages have the same
needs
Messaging and offerings are
rigid and provide contacts with
fewer options
Customer journey is very linear
Any personalization requires
the creation and maintenance
of a large number of landing
pages

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Intelligent Content
Pilot
• Content that makes sense for the viewer
based on needs at the moment they
receiving it.
• Pieces of content (or fragments) are
tagged with audience attributes like
Buying Stage or Account Segment.
• When a customer visits cisco.com,
machine learning determines a
personalized CTA to the offer.
• Enables us to understand customer
preferences of their purchase journey to
deliver personalized and dynamic offers
in real time.

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When we see customers
engaging with that content, we
can infer certain things about
them. We can see what
they’re interested in, and
where they are in the buyer
journey.
With information about their
interests and behavior while
browsing our content, we can
identify what the next best
offer is for that particular
customer and personalize their
experience
Personalization gives Cisco
the ability to get that offer in
front of the customer, in the
channels where they are
engaging with us.
What This Means

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Intelligent Content In Action