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Outperform Webinar 3: Using Your Marketing List to Outperform Your Goals

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Join Optimizely Senior Optimization Strategy Consultant, Amish Patel, to learn how you can use experimentation to drive content engagement, improve your lead capture forms, segment your marketing list and outperform your goals.

Creating an enterprise-grade marketing list is just the beginning. From developing relevant user experiences to providing value in engaging content for your visitors, your list is only as strong as the segmentations, personalizations, and audiences within it. But, how do you know what’s working?

We’ll be discussing how you can grow, manage, and optimize your marketing list strategy through experimentation and ultimately move your leads down the funnel.

What you will learn:
- How to engage users with content to drive opt in’s and subscriptions
- Best in class experimentation tactics for lead capturing
- Beyond the static marketing list: Segmentation and personalization strategies that help outperform your goals

Published in: Marketing
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Outperform Webinar 3: Using Your Marketing List to Outperform Your Goals

  1. 1. 1 Amish S Patel Sr. Optimization Strategy Training Consultant Using Your Marketing List to Outperform Your Goals
  2. 2. Before we get started... ➔ This session is being recorded ➔ You will receive a copy of the recording and slides ➔ We’ll answer questions at the end of the presentation
  3. 3. 3 OPTIMIZELYSERVICES2019 As a Training Consultant at Optimizely, Amish is focused on enabling organizations with the technical and strategic skills needed to successful grow their optimization program. During his career in the Digital Experience Optimization space, he has guided some of the worlds most digitally innovative organizations, such as: Microsoft, Disney and Cisco. Train-the-trainer Enablement Developed training program and material enabling organizations to deliver high-quality Optimizely trainings Advanced Certification Helped develop Optimizely’s platform and strategic certifications Selected experience Customers Amish S Patel Sr. Optimization Strategy Consultant Education & Certification University of California, San Diego BS, Management Science ATD - Certification Training development and facilitation Areas of expertise & industry Training Consultant, Optimizely Guided enterprise customers through instructor-led trainings Mid-market Account Manager, Kissmetrics Developed scalable on-boarding, and training programs from mid-market customers E-Commerce Manager, Sports Nation Focused on digital growth and product marketing Training Services Led project to build Optimizely’s highly-rated strategic and technical enablement programs
  4. 4. 4 https://www.optimizely.com/outperform-webinar-series/
  5. 5. 5 During this session, you’ll discuss how to... 1. Engage users with content that drives opt in’s and subscriptions 2. Leverage experimentation to optimize lead capture pages and forms 3. Develop segmentation and personalization strategies that help marketing teams outperform their goals
  6. 6. 6 ● A collection of contact info: ○ Name ○ Email ○ Demographic Data ● Used to create segmented, targeted outreach campaigns to drive nurture programs. What is an e-mail marketing list?
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  11. 11. 11 ● SPAM folders ● High Bounce Rates ● Stranger Danger Why purchasing a list is a bad idea
  12. 12. 12 A typical customer journey SEARCH RESEARCH OPT-IN RETARGET RETURN CUSTOMER
  13. 13. 13 A typical customer journey SEARCH OPT-IN RETARGET RETURN CUSTOMERRESEARCH BLOGS VIDEOS GUIDES E-BOOKS CHECKLISTS
  14. 14. 14 A typical customer journey SEARCH OPT-IN RETARGET RETURN CUSTOMERRESEARCH BLOGS VIDEOS GUIDES E-BOOKS CHECKLISTS
  15. 15. 15 A typical customer journey SEARCH OPT-IN RETARGET RETURN CUSTOMERRESEARCH BLOGS VIDEOS GUIDES E-BOOKS CHECKLISTS
  16. 16. 16 A typical customer journey SEARCH RESEARCH BLOGS VIDEOS GUIDES E-BOOKS CHECKLISTS OPT-IN RETARGET RETURN CASE STUDIES WHITEPAPERS TOOLKITS WEBINARS CUSTOMER
  17. 17. 17 A typical customer journey SEARCH OPT-IN RETARGET CUSTOMERRETURN CASE STUDIES WHITEPAPERS TOOLKITS WEBINARS RESEARCH BLOGS VIDEOS GUIDES E-BOOKS CHECKLISTS
  18. 18. 18 A typical customer journey SEARCH RESEARCH OPT-IN RETARGET RETURN CUSTOMER
  19. 19. 19 Effective Examples RESEARCH
  20. 20. 20 Effective Examples OPT-IN
  21. 21. 21 Effective Examples RESEARCH
  22. 22. 22 Effective Examples OPT-IN
  23. 23. 23 During this session, you’ll discuss how to... 1. Engage users with content that drives opt in’s and subscriptions 2. Leverage experimentation to optimize lead capture pages and forms 3. Develop segmentation and personalization strategies that help marketing teams outperform their goals
  24. 24. 24 SEARCH RESEARCH BLOGS VIDEOS GUIDES E-BOOKS TOOLKITS WEBINARS OPT-IN RETARGET RETURN CUSTOMER Top of the Funnel Content
  25. 25. 25 Test Ideas - Retail
  26. 26. 26 Blog Article Main Blog Page Blog Category Main Blog Page ● Goal of the page: Provide categorized breakdown for easy access to blog content ● Test Ideas: ○ Adding Search Function / Bar ○ Sort order of subject icons ○ Page layout test -- reposition “media cards” above the fold. ● Primary Metric to Set Up in the Test: ○ Pageview Goal - on destination Subject Pages ○ Pageview Goal - on article / blog pages
  27. 27. 27 Blog Article Main Blog Page Blog Category Blog Category Page ● Goal of the page: Provide filterable, categorized access to articles ● Test Ideas: ○ Page layout test -- moving the email opt-in above the fold ○ Testing default sort order ○ Testing different review methods ● Primary Metric to Set Up in the Test: ○ Pageview Goal - on article / blog pages
  28. 28. 28 Blog Article Main Blog Page Blog Category Blog Article Page ● Goal of the page: Provide topic specific content and value. ● Test Ideas: ○ Page layout test ○ Headline styling test ○ Hero Image placement test ● Primary Metric to Set Up in the Test: ○ Scroll Depth - How much of the article was consumed. ○ Pageview Goal - Additional article pageviews
  29. 29. 29 Other industries? MEDIA B2B ● Page Layout tests ● Image tests ● Headline campaigns ● Content swaps ● Add/Remove Customer Reviews ● Layout test
  30. 30. 30
  31. 31. 31 During this session, you’ll discuss how to... 1. Engage users with content that drives opt in’s and subscriptions 2. Leverage experimentation to optimize lead capture pages and forms 3. Develop segmentation and personalization strategies that help marketing teams outperform their goals
  32. 32. 32 Leverage experimentation to optimize lead capture pages and forms
  33. 33. 33 Optimizing a Lead Generation or Opt-In page SEARCH RESEARCH OPT-IN RETARGET RETURN CUSTOMER
  34. 34. 34
  35. 35. 35 HEADLINE Ask a burning question Promise pain-free results Tease a solution to a problem Provide social proof or a testimonial
  36. 36. 36 SUB-HEADLINE Provide the answer to a question-based headline Underline or restate the benefits the visitor can gain Provide a teaser for the call to action
  37. 37. 37 LEAD MAGNET What content are you offering? Webinars Reports Case-studies Other digital or downloadable products
  38. 38. 38 COPY Further explain the benefits of what you are offering Brief introduction to content in the Lead Magnet Offering a solution Bullet Points Short Paragraph
  39. 39. 39 CALL TO ACTION Create urgency Focus on value Make it personal Welcoming
  40. 40. 40 LEAD CAPTURE FORM Long form Short form Progressive lead capture Auto-Fill
  41. 41. 41 HEADLINE SUB-HEADLINE LEAD MAGNET CALL TO ACTION COPY LEAD CAPTURE FORM
  42. 42. 42
  43. 43. 43 ● Clearly define your problem ● Validate it using quantitative and qualitative data ● Describe the proposed solution ● Propose a rationale as to why it will solve the problem ● Suggest metrics to measure for this experiment ● Set a criteria for success and failure PROBLEM SOLUTION RESULT Construct a good hypothesis
  44. 44. 44 Direct vs Indirect Data Indirect Data is collected about the industry, your competitors, and external trends ● Web analytics ● Experiment results ● Voice of the customer ● Heatmaps ● User personas ● Usability tests ● Customer decision model ● Metrics Direct Data is directly focused on your site experience and can tell you about a specific problem in your site experience. ● Competitor sites ● Best-in-class experiences ● Blogs and webinars ● User groups ● Academic literature
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  47. 47. 47 Problem: The “GET YOUR COPY” CTA doesn’t stand out
  48. 48. 48 Problem: The “GET YOUR COPY” CTA doesn’t stand out Emphasize the primary call to action Minimize distractions Wording / messaging Establish a visual hierarchy Location / size Remove non-critical content Design / color / Iconography Limit number of choices SOLUTIONS TACTICS
  49. 49. 49 A strong hypothesis is the heart of data-driven optimization.
  50. 50. 50 Problem Solution Result Definition Validation Description Rationale Metrics Construct a good Hypothesis
  51. 51. 51 Opt-In Page - Test Ideas
  52. 52. 52 EXPEDITE FORM COMPLETION OPTION BUTTONS VS DROPDOWN AUTOFILL REDUCE NUMBER OF FIELDS BUILD A SENSE OF URGENCY SHOW TIME / QUANTITY REMAINING PUSH TEMPORARY OFFERS SEASONALITY BUILD VISITOR CONFIDENCE SOCIAL PROOF QUOTES FROM PUBLICATIONS CUSTOMER TESTIMONIALS COMMUNICATE UNIQUE SELLING POINTS REFINE MESSAGE COMMUNICATE VISUALLY BULLETS VS PARAGRAPH HEADLINE / SUBHEADLINE COPY LEAD CAPTURE FORM CALL TO ACTION
  53. 53. 53 During this session, you’ll discuss how to... 1. Engage users with content that drives opt in’s and subscriptions 2. Leverage experimentation to optimize lead capture pages and forms 3. Develop segmentation and personalization strategies that help marketing teams outperform their goals
  54. 54. 54 Develop list segmentation and personalization strategies
  55. 55. 55 Make it personal SEARCH RESEARCH OPT-IN RETARGET CUSTOMERRETURN CASE STUDIES WHITEPAPERS TOOLKITS WEBINARS
  56. 56. 56 One Size Does NOT Fit All
  57. 57. 57 Segmentation Ideas Job Function Create a targeted message for each job function, hit on their want’s, needs and pain points Satisfaction Index Net Promoter Score (NPS) can help you identify a customers level of happiness. Those with a high NPS score, for example, might provide opportunities to gather reviews, referrals, or even upsells Personas Each persona has different needs and value propositions, craft your message uniquely for each. Geography Knowing where your contacts live can be seriously powerful information Content Topic Based on previously consumed content, target specific customers with similar topics or formats Industry Craft messaging and value propositions based on which company or industry they are in. Past Purchases Send them emails catered to that which interests them, based on their previous purchase history Loyalty Tiers Re-engage your loyal customers by offering unique benefits based on current tier of loyalty.
  58. 58. 58 Segmentation Ideas Geography Age Persona Organization Type Industry Job Function Education Level Seniority Level Past Purchases Purchase Interests Buying Frequency Purchase Cycle Content Topic Content Format Interest Level Stage in the Sales Cycle Email Type Satisfaction Index Customers Who Refer Customers Who Haven't Reviewed Shopping Cart Abandonment Form Abandonment Usage Event Attendance Page Views
  59. 59. 59 What is Personalization? Segment your audience and find the best INDIVIDUALIZED experience for each segment
  60. 60. 60 Behavioral: What is their intent? • Category interest • Individual interest • Past Browser Behaviour • Event History • Searcher (searched specific term) Contextual: What can we infer from the context of the browser? • Marketing Campaign • Referral Source • Device • New/Returning • Time of Day • Browser Demographic: Who are they? (Can be gleaned using first party or third party data) • Geo • User Type • Gender (I-I) • Member/Non-Member • CRM Data (I-I) ○ Customer Tier ○ Persona (preferences) NEW VISITORS RETURNING VISITORS KNOWN VISITORS Personalized Customer Journey Mapping
  61. 61. 61 Example: Location Based Personalization
  62. 62. 62 Example: Content Based Personalization
  63. 63. 63 Key Personalization Use Cases Category Affinity Create relevant offers and product placements across key points of your experience based on affinity shown for product or content types from prior browsing behavior Customer Experience as a Competitive Advantage Tailor your experiences to target your customers and test how each experience resonates Symmetric Messaging & Session Cohorting Ensure that customers receive messaging that is consistent and applicable based on search terms, creating a cohesive customer journey Localizations Localize web experiences based on customer location Behaviorally Triggered Campaigns Based on previous behavior, target specific customers with personalized experiences in real time ABM Create relationships with your most important customers across your experience through 1-to-1 messaging and value propositions based on which company or industry they are in Loyalty Tiers Push your loyal customers to the most important groups by offering unique benefits based on current tier of loyalty as well as ensure consistent messaging for a seamless experience Abandoned Cart & Purchase History Personalize based on individuals purchase history and cart abandonment
  64. 64. 64 During this session, you’ll discuss how to... 1. Engage users with content that drives opt in’s and subscriptions 2. Leverage experimentation to optimize lead capture pages and forms 3. Develop segmentation and personalization strategies that help marketing teams outperform their goals
  65. 65. 65 Suggested Next Steps: 1. Identify 3-4 pieces of Top Of The Funnel content, and build experiments that increase consumption. 2. Analyze your an opt-in pages by using the PSR framework to identify 3-4 elements that you improve through experimentation. 3. Collaborate with your e-mail marketing team to develop list segmentation strategies. (What message are you trying to deliver in your email, and who needs to see it?). 4. Identify 2-3 Audiences that you can build Personalization campaigns for as they return to your site.
  66. 66. 66 Thank you
  67. 67. 67 Questions?

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