This document discusses the importance of personalization for improving customer acquisition and engagement. It notes that today's customers are always connected and informed, engaging with brands across multiple dynamic and cross-channel journeys. Effective personalization requires having a unified, integrated view of the customer through technologies like data management platforms, marketing automation, analytics and CRM. The key is understanding customers, engaging them across channels with relevant messages, and continuously testing and optimizing experiences. Personalization must move from basic segmentation to true 1:1 personalization to meet evolving customer expectations.
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
Do you speak digital marketing with Kentico CMS?Thomas Robbins
How do you talk with customers about their channel engagement? Customers engage with through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at how to talk with you customers about this Kentico EMS 7.
Website Conversion Best Practices for High Tech Companiesedynamic
Learn how best of breed high tech marketers leverage digital technologies to improve their customer engagement initiatives to drive higher conversion rates
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
4 proven ways to optimize the customer journeygroupfio1
Hearing a lot about optimizing your customer journey but not sure how to make that happen? Here's a tip: it starts and ends with data, and it's not how much data you have, but how you use it.
Our latest blog gives you some solid tips to start you on the right road to boosting your journey. Find out more here: https://www.groupfio.com/4-proven-ways-to-optimize-the-customer-journey/
Customer and marketing analytics: Integrating multichannel data to gain actio...Mindtree Ltd.
Understanding consumers is the key to long term engagement, loyalty and profitability. The increasing number of channels that consumers can interact with makes available an explosion of data for deriving customer insights and effective marketing. The integration of this multichannel data has become increasingly complex, leaving many marketers overwhelmed and unable to derive meaningful insights.
Utilizing Intent Data to Get Everyone a Seat at the Planning TableAggregage
Social distancing is a byword now often heard in B2B companies, but what about the departmental distance between your own organization's sales and marketing teams? This detachment can lead businesses to use the wrong account-based marketing programs (ABMs) as an instant fix, but it isn’t a magic tool that will make all your problems disappear. Join James Gilbert, CMO at CRMNEXT, for his in-depth & exclusive session about properly using intent data during your ABM campaign.
Digital transformation has been around for a while now but what it takes to be successful at it continues to change at pace. Here we look at the latest trends and how businesses are implementing them in real-world examples.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
The Agency in Transformation: How Customer Journeys Will Transform the Agen...Gleanster Research
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.
You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts
Do you speak digital marketing with Kentico CMS?Thomas Robbins
How do you talk with customers about their channel engagement? Customers engage with through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at how to talk with you customers about this Kentico EMS 7.
Website Conversion Best Practices for High Tech Companiesedynamic
Learn how best of breed high tech marketers leverage digital technologies to improve their customer engagement initiatives to drive higher conversion rates
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
4 proven ways to optimize the customer journeygroupfio1
Hearing a lot about optimizing your customer journey but not sure how to make that happen? Here's a tip: it starts and ends with data, and it's not how much data you have, but how you use it.
Our latest blog gives you some solid tips to start you on the right road to boosting your journey. Find out more here: https://www.groupfio.com/4-proven-ways-to-optimize-the-customer-journey/
This presentation outlines the RAPID Loyalty Measurement Approach, a method of assessing the three dimensions of customer loyalty: Retention, Advocacy and Purchasing.
Integrating CMS with Marketing Automation Eloqua and Sitecoreedynamic
Know how the combination of #Sitecore CMS and #Eloqua enable marketers to move prospects through the buying cycle quickly and convert leads to sales faster.
86 Revealing Charts From the 2013 State of Inbound Marketing ReportHubSpot
86 insightful charts -- straight from the 2013 State of Inbound Marketing Report -- to use in your own content and presentations. Download the full report here (http://offers.hubspot.com/2013-state-of-inbound-marketing), or access our blog post of 150+ stats from the report here (http://blog.hubspot.com/2013-inbound-marketing-stats-charts). Enjoy!
In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.
Learn how to better leverage data to help identify and engage your valuable shoppers in this webinar brought to you by Retail TouchPoints and IXI Services
#RetailNirvana
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
Fex 150422 - sm - driving customer centricity in a b2 b organisation - rob ...Flevum
Sales & Marketing | Driving customer centricity in a B2B organisation
Spreker: Rob den Rooijen, Program Manager Digital Marketing & Sales | DSM Excellence in Marketing & Sales
Rob den Rooijen geeft een presentatie over customer centricity en zal aan de hand van een aantal stellingen een discussie voeren met de deelnemers. Tijdens de presentatie zal Rob uitleggen waarom DSM customer centricity toepast en welke uitdagingen DSM als wereldwijd bedrijf daarbij tegenkomt.
Onderwerpen die aan de orde komen zijn veranderend klantgedrag in complexe waardeketens, customer journey design, het creëren van een uniforme & geïntegreerde klantbeleving en het veranderen van de mindset bij marketing & sales professionals.
Rob laat zien welke methodes DSM hanteert en wat de ervaringen zijn die tijdens de customer centricity projecten zijn opgedaan. De focus zal liggen op het toepassen van digitale verbeterinitiatieven.
Individualized Insights: Stories of Marketers Bridging Digital and Traditiona...Melissa Luongo
By: Jenne Barbour, Marketing Strategy at Teradata Marketing Applications
Key Discussion Points:
• Value of traditional marketing integrated with digital channel efforts
• Benefits of linking online behaviors with offline actions
• Best practices for leveraging social interactions to improve customer retention
• Recommendations for optimizing digital advertising spend management
The evolution of the digital landscape has enabled marketers the opportunity to engage the connected customer in more ways than ever before. As the landscape matures, marketers are learning that they need to use both the behaviors and the online and offline actions of the individual to create the right engagement. Learn how marketing leaders are using individualized insights to integrate digital and traditional channels to evolve brand engagement with their customers.
Advantage: Today’s consumers don’t differentiate how they digitally communicate with a brand – but they do expect a consistent experience across all digital touchpoints. Email, SMS, Social Networks, Mobile Push, and Advertising – to the end-customer all need to work in concert. By integrating digital segmentation and digital channel execution, marketers are now able to deliver highly relevant, individualized messaging – elevating real-time digital reactions to right-time digital communications. Learn how to exceed consumer expectations and meet corporate objectives for revenue generation while improving results.
The advent of ‘big data’ has completely changed the way businesses can harness the information about customers to make powerful business decisions. Data could be of any type – campaign information, customer demographics, individual transaction behavior, interactions on social networks, web usage, or satisfaction surveys etc. BRIDGEi2i has the ability and experience to mine this wealth of unstructured and structured information to help businesses identify prospects, target them through the right channel, maximize cross sell and up-sell opportunities and thereby enhance the life time value of customer relationships. To know more visit: http://www.bridgei2i.com/customer-intelligence.html
DST Marketing Town Hall (Selected Slides), 2014Joe Hagen
These are (selected) slides that I collaborated with marketing leadership to produce for a marketing town hall in 2014. The issues that we were dealing with at the time were non-integrated sales and marketing teams, a lack of quality content being produced and numerous/disjointed marketing technology platforms... I am proud that I was a part of the team that laid the foundation for amazing success.
The buying process of old times has changed. Marketers need to find new ways to reach the right customers.
Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with customers.
Lead generation is an effective way to talk to relevant customers at the right time... however, lead generation in the MENA region has over 65% wastage; with tighter budgets, this calls for a more transparent and accountable process while most lead generation/Affiliate marketing work on a spray and pray method with no confirmation of authentic leads.
Thus we are proud to introduce Verify: A complete lead generation process that verifies the lead and understands at what stage of the purchase journey the lead. This means only verified leads will be delivered to the client in order to avoid wastage of time and resources.
*This product is offered to clients directly and to media agencies
Live Webinar: The Sophisticated Marketer's Crash Course in Metrics & AnalyticsLinkedIn
Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer.
Don't fret. In our upcoming webcast, LinkedIn's very own Sr. Content Marketing Manager, Megan Golden and Sr. Demand Generation Manager, Amanda Halle, will show you how you can get clear visibility into the impact of your programs throughout the purchase process.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Triggered Nurturing using Marketing Automation in Sitecore 9edynamic
In the past, triggering a lead nurturing program off of website behavior necessitated the use of data and analytics integrations of some type. For most platforms, it still does, but Sitecore had brought this functionality under one roof in their last version, and improved it even further in Sitecore 9.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
Whether you are looking to optimize your CMS or Re-platform to a new one, attend this webinar to walk away with actionable best practices. This webinar will also help you understand the latest cutting edge features available today in best of breed CMS systems and how to use these features to its maximum potential to drive real results.
Law Firm Websites in 2018: Bottlenecks & Recommendationsedynamic
The legal industry is facing significant headwinds due to flat growth, increased competition, and increased client demands. In order to compete in a crowded marketplace, firms must evolve and differentiate themselves to win new business and grow
Progressive Web Apps, also known as Installable Web Apps or Hybrid Web Apps, is the latest industry trend helping businesses create more engaged and loyal customers by presenting regular web pages or websites as traditional applications or native mobile applications to the users.
A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.
As marketers, we are all feeling the pressure to measure the impact of every dollar we spend on marketing, and today, there is mounting focus put on the direct revenue impact of marketing on revenue. During this webinar we will showcase a framework for revenue marketers to maximize ROI through their digital marketing efforts.
Engagement strategies for law firms to compete in the age of the customeredynamic
Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.
Mid-market marketers’ task is lot tougher compared to large enterprise marketers due to limited budget, lean resources, and complex client needs. For mid-market businesses, it’s vital to be able to compete on a level playing field with industry giants.
Learn how a winning combination of a best-in-class digital experience platform in combination with an award-winning agency with a full Marketing Operations model can drive business success and measurable marketing ROI.
Customers no longer follow neat, linear paths toward a purchase. Instead, they utilize various channels across their lifecycle and with each interaction, your organization must be able to capture their past interactions, preferences, and data to advance their journey – and provide the right customer experience, no matter the channel. With the modern customer journey being nearly impossible to predict, the impact of omni-channel consistency is key.
Contextual Commerce: Best Practices for Winning with Customer Experience with...edynamic
Commerce has evolved. To win customers, you need to win their hearts and minds with customer experience. Great commerce experiences start with understanding your customers, delivering relevant content based on who they are and where they are in the buying journey to allow shoppers to make better-informed decisions and bringing convenience to the buying process.
In the complex mobile technology ecosystem, selecting the right development approach can be intimidating.Sitecore mobile solution makes the entire process simple for marketers and technologists.
Why Marketing is Broken, and how Time to Value fixes it!edynamic
Time to Value is a methodology to increase measurable business revenue using Sitecore in under 30 days. Business demands positive results, Marketers who don’t shift the needle, and who are not data driven simply won’t survive the customer experience revolution.
Scott Stocker shares the best practices you can follow while upgrading your Sitecore environment to its latest version. He also shares handy solutions for common challenges you may face.
Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
Caroline Schmid, edynamic’s Vice President for Demand Generation Services will help you to encounter your customers and prospects one-to-one in her session – combining marketing technologies for omni-channel communication.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
4. 3
Buyer is always-on, always-
connected and informed
Thecustomer haschanged
67%
of the way through the
buying lifecycle before
they even talk to you
- Sirius Decisions
7. 6
Buyer is always-on, always-
connected and informed
Buyer Journey
is dynamic and cross channel
Buyer has
little attention
Thecustomer haschanged
8. 7
Marketers cannot co-
ordinate across
channels
Unable to measure
82%
of enterprise marketers have no
synchronized view of customer data.
Source: Forrester
Technology is not integrated and
doesn’t
enable marketers
85%
CMOs say their efforts at implementing an
Omni-channel customer strategy are thwarted by a
lack of access to data and/or inadequate tools.
Source: Mckinsey
Marketers are
unable
to drive great
customer
experiences
Duetolackofcustomerinsightandintegratedtoolsmarketersstruggleto
engagecustomersanddrivegreatexperiences
9. 8
Customer Experience is far from acceptable
78% customers say
they don’t receive
tailored experiences
Customers
disengage from
brands when they
don’t receive targeted
messages
10. 9
The right message to the right
person at the right time
Benefits:
Improve customer acquisition
Improve customer loyalty and retention
Personalization is critical to improving customer
engagement
94%
marketers say that
personalization is
important to marketing
success
(source: Econsultancy
personalization research)
19% increase in
sales
(source: Econsultancy
personalization research)
#1 ranked
capability that marketers
need to have to be
successful (source:Adobe
CMO survey)
11. 10
1:1 Personalization
Segmented personalization is
dated – it does not meet the
needs of the changing always-
on, always-connected informed
customer.
The future of personalization is
1:1 – where you have are able to
identify, target and engage with
each individual customer across
channels and devices
Source: Forrester
12. 11
Personalized journey across channels &devices
SVP Marketing
in an Insurance
company
looking for a
new CMS
platform
Finds landing
page with
white paper
by ‘So Easy’
CMS
Posts on
Twitter
Receives email on
why ‘So Easy’ CMS
is so easy to use
Speaks to Sales and
starts having
presentations and
meetings
Registers for
downloading Downloads
white paper
on how to
select a new
CMS
Reads white
paper on
mobile device
via cloud
After becoming
customer
becomes an
advocate
Sees display ad with So
Easy CMS
customer Testimonial
Becomes
known
Love the “So Easy” CMS!
13. 12
Key challenges that impact personalization success
• Lack of customer insight
• Data deluge leads to analysis
paralysis
• Lack of integrated data
• Lack of skillsets
• Technologies are dated and
not integrated
• Hard to keep up with evolving
customer behavior and needs
20. 19
Buyer 2.0
Who is buying from you? Understand the distinct
buying groups within your prospect population
Understanding the segment and it’s
needs are critical to driving success of a
demand creation program
“The hunter has become the hunted. Buyers are more informed and
seek information independent of sales. ... How sales people want to sell
has little impact on how buyers are choosing to buy.”
Source: SiriusDecisions, “Marketing Needed for Sales 2.1”
21. 20
Implicit information is info captured from the website
journey—the “digital footprints” left by the visitor
Clickstream on the site, onsite search, time on site, reviews or
comments read or produced, 2nd or 3rd time visit vs. first time visit
Context identified through implicit means
22. 21
External: Information captured by external service
providers, emerging context-enriched services
Location, clickstream before the visit and after the visit, search terms,
SEM clicks, display advertising
Context identified through external means
keyword
23. 22
Explicit information supplied by the visitor as they complete
registration, questionnaires, quizzes and other facilities
Context identified through explicit means
25. 2424
A single view of the customer is
essential for marketers to create 1:1
marketing – to deliver the right
message to the right person at the
right time, and now, on right
channel.
90%
Customers say SVC is
essential to cross-
channel success
Source: Signal Report
27. 26
Unify Data – Centralization
• Key to single view of
customer success is to
connect your data across
siloes
• Connect offline and online
data
• Ensure data siloes are
centralized
29. 28
Integrated data and technology enables you to
create single profile of a customer
Source: Oracle
30. 29
Activation
Your data should be able to
activate 1:1 cross-channel
marketing across channels
including display website,
email, social, search and
look-alike modeling
40. 39
Website personalization – responsive experience
Ensure you offer a responsive
experience
57% users won’t recommend
a business if it has a poorly
designed mobile site
41. 40
Buying lifecycle based personalization
An experience that gives prospects what they need and when
they need it by reading their Digital Body Language
42. 41
Personalization driven by behavior
Based on user behavior and digital footprint you can segment
users…
Next time the
person
comes back
to the site,
relevant
information is
presented on
the home
page banner
Navigates to
services page
and related
content
43. 42
Personalization Example
Based on user behavior and digital footprint you can segment
users…
Determines user is
customer depending on
footprint
User is
an
existing
customer
45. 44
Engage in a 1:1 DIALOGUE with your prospects;
no more ‘spray and pray’
The days of batch email marketing
campaigns with low response rates are
over!
Execute mail dialogue campaigns --
Multi-step email campaigns based
on thought leadership marketing
can deepen prospect relationships
over time
Engage in 1:1 dialogue marketing
capabilities that segment and
deliver personalized content
Track who opens and clicks on
each email or who visited a specific
webpage
Employ lead scoring to score
opportunities and identify leads
that are sales ready
47. 46
87%
87% OF TOP-PERFORMING
MARKETERS SAY TARGETING
CAMPAIGNS TO AUDIENCE
SEGMENTS IS THE LARGEST
VALUE DRIVER, WITH 78% LISTING
SEGMENTATION AS THE #1
MARKETING-AUTOMATION
CAPABILITY THEY CAN’T LIVE
WITHOUT.
Gleanster
52. 51
Testing and optimizing is the most important strategy to
improve personalization and conversion;
- Several capabilities in
marketing's hands
- A/B, Analytics review and
Segmentation are must haves
for B2B marketers
- 53% said it was “highly
valuable” and a further
- 42% said they believed it was
“quite valuable”.*
- MVT is not widely used despite
effectiveness
- If you do this – you will see
improvement
- “70% reported improved
conversion rates in the past
12 months.” *eMarkerter
*eMarketer
Testing techniques
Source: eMarketer
53. 52
Test, Test and test some more!
A/B testing is becoming the preferred method that has brought a
lot of the companies the most success.
Methods used to improve conversion rates
Source: Econsultancy
54. 53
How do you get
there?
Know your customer
Multi-channel engagement
Integrated technology
56. Create a Customer Experience Platform that
integrates with data sources
Orchestrate individual experiences across every channel
CMS Marketing
Automation Analytics
Actionable
Customer Profile
Insight
Optimize
Identify ideal customer
attributes, behaviors and
preferences
Analyze performance and
tie back to revenue goals
Optimize cross channel
experiences with data and
insight
CRM
External
Data
Internal
Data
58. 57
Data Management
Platforms
Marketing
Automation
Analytics
Personalized
content and email
By targeting the
buyer with relevant
information
Single view of the
customer
By capturing insight
across all channels
Optimize customer
experience
by using a single view of
the customer and testing
to optimize the
experience
Nosingletechnologybyitselfprovidesasingleview
ofthecustomer
CRM
Customer
interactions and
profile
By leveraging buyer
master data and
profile attributes to
personalize
experience
Link first and third party
data, and provide abiity
to activate
experiences across
email, display, social and
onsite personalization
59. 58
Tag Management
Website Testing
and targeting
Profiling tools
Optimize
engagement
through A/B testing
and MVT
Capture single view of
the customer and profile
segments
Nosingletechnologybyitselfprovidesasingleview
ofthecustomer
Track engagement
from multiple sources
experiences across
email, display, social
and onsite
personalization
Step 2: change into an actual visual of a paper to download: Done
Step 4: Show an image of a person. You can download from shutterstock.com where we have access: Done. Took it from Google
Step 8: change banner to an image with So Easy and a customer smiling: Done
Step 9: show a post on Twitter that ‘he likes how easy So Easy CMS is’: Done
Change image
Slide 40
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.