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Personalization for Inbound marketing
The document discusses the concept of personalization in marketing, emphasizing its importance in optimizing marketing assets for specific customer profiles rather than using a one-size-fits-all approach. It outlines strategies and tools for effective personalization, including targeting based on user characteristics and behaviors throughout the buyer's journey. The presentation also highlights the positive impact of personalization on sales and brand loyalty, while recommending a manageable and phased implementation approach.
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Personalization for Inbound marketing
- 1. PERSONALIZATION! What, Why andHow Much? Presented by: Shoham Eckhaus Chief Strategist January 25th 2018
- 2. Topics • What isPersonalization • What to ‘personalize’ - examples • When to do it and when not • How to do it / Tools
- 3. What is Personalization? Refersto the practice of presenting marketing assets to various prospects optimized to their specific characteristics (rather than presenting the same asset to all prospects)
- 4. Don’t let ‘Personalization’ defocusyou from optimizing your funnel for your Ideal Customer
- 5. Before Personalization Know yourideal customer persona and optimize website and all assets for them Target by: ○ Professional characteristics ○ Personal characteristics ○ Online presence ○ Map specific journey step by step ○ Triggers and pushbacks ○ USP for each step of the journey
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- 7. Preset optimized layout anddetail level for Mobile Vs. Desktop
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- 9. Present your contentin a different language according to country of IP Address or known preference
- 12. Present variation ofcontent according to the industry or job title of the prospect
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- 14. If a “Security Guy” downloadsa white paper - he gets this thank you page:
- 15. If a “Network Guy” downloadsa white paper - he gets this thank you page:
- 16. How to tellwhich persona they fit? Awareness Decision Consideration Filled form field with their job title or interest Browsing history, download history Context of current action
- 17. Use Progressive Formsto learn more about your prospects and to encourage them through the funnel.
- 18. Form for a newvisitor who clicks to access an educational asset
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- 20. Present different content accordingto the stage in the funnel that the visitor has reached
- 21. Buyer’s Journey from thebuyer’s perspective Niagara Specific Journey Aware if Visibility but Unaware of Niagara Aware of Niagara + Visibility Considering to invest in Niagara Evaluating Niagara Evaluating specific products offering Demo/Trial with Niagara Decision Considering to evaluate Niagara Unaware of Visibility Awareness Consideration Decision
- 22. To Someone Who’sin ‘Awareness’, Niagara Networks will send an email with:
- 23. To Someone Who’sin ‘Consideration’, Niagara Networks will send an email with:
- 24. How to tellin which phase they are? Buyers in this stage will: Visit your blog, interact with your social content. Buyers in this stage will: Visit your product pages, benefits or features pages, and “About Us” or area of expertise content. Buyers this stage will: Visit pricing pages, case studies, and “Contact us” pages. Awareness Decision Consideration Awareness Consideration Decision
- 26. Account Based Marketing Personalizationby specific company domain
- 30. Is It WorthThe Effort?
- 31. Reasons to DOIT! According to the 2017 Personalization Development Study • Out of those that exceeded their company's revenue goals 83% had a dedicated budget for personalization • 79% had a documented personalization strategy • In-house marketers who are personalizing their web experiences see on average a 19% uplift in sales
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- 33. Find the rightbalance between Sophistication and Complication
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- 35. Tools for B2BPersonalization Specialized Tools • Evergage - Real-Time Personalization Pl • Trendemon - Analytics for Content • BrightInfo - cost-effective Real Time Personalization Engine • Idio - Enterprise Content Intelligence Platform • Idomo - Personalized Video Cloud • Ion Interactive - Enterprise-class interactive content capabilities • Sitespect - intermediate - optimization, testing, targeting, and personalization solutions • SeventhSense - email optimization platform Marketing Automation ‘All in One’ Tools • HubSpot - includes a 'Smart Content' feature to provide relevant content to deliver content specifically tailored to where a prospect is in the buying process, or content targeted to people the very first time they visit. Smart Content lets you target content based on anything you know about your contacts which are known as personalization tokens'. It also offers personalization of calls-to-action. • Marketo - has rules to convert the majority of anonymous visitors to a site based on previous interactions with site content. It also offers account-based marketing targeting of key accounts. • Salesforce - This service uses the 'Einstein' AI feature for personalization • Oracle Marketing Cloud / Eloqua
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- 38. Summary • Personalization increasesbrand loyalty and improves conversion! • Don’t over complicate, keep it “manageable” • Extent depends on your marketing’s • Maturity (early stage: focus first on low hanging fruits, then on “ideal” early adopter, and later – start adding personas) • Budget (do “basics” first, then personalize!) • Level of Automation – if you have marketing automation – personalization is much cheaper to implement
- 39. Thank you If youneed any help with your B2B Tech marketing, feel free to contact me at: shoham@penguinstrategies.com