This document summarizes a webinar about using multichannel personalization to drive engagement and retention. The webinar discusses using data from website visits and other online behavior to personalize content for different audience segments. Personalized campaigns can then be automatically triggered through marketing automation tools to nurture leads and engage high-value contacts. The webinar provides examples of how an association used these techniques to engage and convert two sample contacts into new members.

1. Driving Engagement
and Retention through
Multichannel
Personalization
Presented by:
Vivian Swertinski, Informz
Will Levenson, Americaneagle.com
#EngageAndRetain

2. Welcome to the webinar!
Vivian Swertinski
Sr. Digital Marketing Strategist
Informz
Will Levenson
Sales Executive
Americaneagle.com

3. AGENDA
Personalization – What and Why
High Value Contacts - Observe and Serve
Leverage Data Assets - Drive Engagement

4. Informz – #1 in Client Satisfaction
“It makes me feel that you guys exist to serve your clients. Truly exceptional service.
Lots of vendors do not get this right and do not understand how important this is.”
~ Brian McMahon, Transportation Intermediaries Association

5. Who is Americaneagle.com?
• 20+ Years of Award-winning Web Design, Strategy, Development
• Hosting and Security
• Hosting, Security, eCommerce
and Integrations
• Committed Association Solution
Provider, Long-term Members of ASAE,
AUDC, NiUG, Aptify Users Group and many more

6. Association Goals
 Provide valuable, impactful products and services
 Grow membership
 Drive engagement

7. The Challenge: Changing Landscape
Engages on a growing number
of channels
Demands a personal
conversation
Has scattered data & tools to
engage with members
Has limited methods to
understand & influence
member behavior
Target
Audience
Organizations

8. Brand Experience is Personal
Member
Experience

9. The Digital Fingerprint

10. Dusting for Fingerprints
Explicit Implicit
User performs an action Tracking technology gathers data
Filling out a form
Making a purchase
Favor ting an item
Browsing activity
Searches
Keywords

11. What is Personalization

12. Benefits of Personalization
Creates a deeper level of engagement with members through:
Real-time content personalization can increase content consumption by 270%

13. Opportunity to better “serve”
Audience expectations for relevant, meaningful content to appropriate visitors
• 74% of web users get frustrated when website content appears that has
nothing to do with their interests.

14. Imagine your website is an actual storefront

15. Web Tracking – Insight and Action Tool
Visibility to all visitors
Create a target list – web activity
Email a single message or series
Bring back data to your database

16. Choose what you want to respond to…
Informational Video
Download – Content
Event Registration
Abandoned Cart
Pre-recorded Webinars

17. Categorize High Value Activity
Simplify segmentation with Page Tags
• Education
• Events
• Benefits
• Advocacy
• Donate

18. Int’l Association of Marketing Automation
Professionals (IAMAP)

19. Invest in really KNOWING your audience

20. Larry and Jack - Two Brand Advocates

21. Seeking an organization where he could grow

22. Larry’s search led him to IAMAP
Visits
Educational
Content Pages
Downloaded
“How To”
Guide
Follow Up Email
Link to Relevant
Blog Post

23. Larry’s repeated visits get noticed
Reads the Blog
Posts
Repeat visits to
the Member
Benefits Page
Nurture Email
Series

24. Seeking an organization to contribute

25. Jack’s online search leads him to IAMAP
Visits Mission
and Advocacy
Pages
Signs up for
the e-
newsletter
Newsletter
promotion of
upcoming
webinars

26. His continued interest gets noticed
Registers for
an upcoming
webinar
Attends
“Trends in MA”
webinar

27. New Members: What do we know about them?

28. Invest in making a great first impression
Learner
Welcome
Series
Leader
Welcome
Series

29. Powered by Marketing Automation technology
• Integrated Systems
• Marketing Intelligence
• Precise Targeting
• Automated Campaigns
29

30. Campaign Designer – Plan your response

31. Personalize with precision targeting
Leverage Branch Logic
• Open
• Click
• Convert
• Subject Line
• Message
• Call to Action

32. Campaign Automation Opportunities
• Lead Nurturing
• Welcome Series
• Events / Appeals
• Nurture
• Renewal
• Re-engagement
• Win back

33. The Solution: Leverage integrated systems
Website
Database
Email
Online
Community

34. How to get started?
Email personalization
Targeted Landing Pages
Targeted Ads
Site Search Keyword Triggers
Auto-populated forms
Visitor Lead Scoring
Persona Profiling
Rules Based Personalization
A/B Testing
Predictive Personalization
Engagement Automation
Integrated Systems
Multi-Channel Personalization

35. How may we help you?
experts@informz.com
will.levenson@americaneagle.com