See examples of personalization and account-based marketing in action

1. Personalization Strategy Workshop
San Francisco
August 17, 2016
Brigitte Donner, VP of Product Marketing, Optimizely,
Chris Neumann, CEO, CROmetrics
Steve Ebin, Head of Optimization & Online Marketing,
Optimizely
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2. Agenda
2:30 PM Registration & Refreshments
3:00 PM Open/Welcome
Brigitte Donner, VP of Product Marketing, Optimizely
3:15 PM Personalization Strategy Workshop
Chris Neumann, Founder & CEO, CROmetrics
4:00 PM Break & Networking
4:15 PM Advanced Personalization: Supercharge your ABM Personalization Strategy & Demo
Steve Ebin, Head of Optimization, Optimizely
5:00 PM Group Discussion, Networking & Happy Hour

3. Chris
Neumann
Founder & CEO,
CROmetrics
Personalization Strategy Workshop Speakers
Brigitte Donner
VP of Product Marketing,
Optimizely
Steve Ebin
Head of Optimization,
Optimizely

4. Welcome and Opening Remarks
Brigitte Donner
VP of Product Marketing
Optimizely

5. Survey Results

6. Survey Results

7. Survey Results

8. Survey Results

9. Personalization Strategy Workshop:
Personalization Journey, How to Get Started Today and Prove the Value
Chris Neumann
Founder & CEO
CROmetrics

10. Background on CROmetrics
• One of the first Optimizely customers.
• We help companies become data driven vs opinion-driven
in their experimentation and decision making.
• Throughput of experimentation is the key to winning.

11. Winner 2015 Optie for Best Use of Personalization
Personalization Testing Wins from A/B testing tool

12. Normal Logo Design Landing Page
99 Designs: Logo Design Landing Page
SEM Logo Design Landing Page

13. Symmetric Messaging Example

14. Original Landing Page

15. Symmetric Messaging Landing Page

16. Vector Marketing - Monster.com Job Ads
Original Personalized

17. • Better targeting
• Javascript Conditions
• Behavioral targeting
• 1st and 3rd party data sources
• Prioritization of campaigns
• Easier normalization of winners
• Extensions are huge
• Offerings of other “personalization” vendors are a subset of what can be
done in Optimizely
• Exit Intent popups
• Popovers
• Butter Bars
• Allows marketing to be able to execute more easily than in the past
Personalization is the obvious next step after A/B testing

18. Real World Example:
Personalization Using
Extensions

19. What are our optimization goals?
Worksheet Question 1: What are our
Optimization Goals?
Content pages get a lot of traffic but often
don’t convert well to paying customers.
Capture email addresses for people
browsing these pages

20. • Heavy Fitness Content Viewers
• People who browse lots of fitness content but did not sign up to be a paid
customer
• Heavy Content Window Shoppers
• People who browse a lot of content in general (could be fitness or recipes) but
are not paid customers
• Desktop browsers
• People using a desktop browser (often very different experience from those on
mobile)
Question 2: Who do you want to target?
Which audiences (visitor segments) do you want to personalize for?

21. Question 3: What are the
systems you’ll use to discover
audiences and connect into the
personalization platform for
targeting?

22. Visual Tagging

23. Visual Tagging

24. Setting up audiences based on behaviors

25. Question 4: Where are
the most critical
experiences on your
website you want to
personalize for?

27. Question 5: What are some key
messages or experiences you
want to show each audience?

28. Using Extensions to set up the personalization campaign

29. Chris@CROmetrics.com
Questions?
415-505-7625
Chris Neumann

30. Advanced Personalization:
Supercharge your Personalization Strategy & Demo
Steve Ebin
Head of Optimization & Online Marketing
Optimizely

31. Advanced Personalization
Supercharge your ABM Personalization Strategy
Head of Optimization & Online Marketing
Optimizely
Steve Ebin

32. Project 1: Homepage
Personalization
Steve Ebin

33. Our goals for the homepage
• ‘Show, don’t tell’
• Showcase breadth of p13n
capabilities
• Support ABM strategy
• Do something easy to understand

34. This is our current homepage. I’d
like to spend a few minutes walking
through it with you.

35. The background image and
headline changes based on
demographic criteria.

36. The background image and
headline changes based on
demographic criteria.

37. The background image and
headline changes based on
demographic criteria.

38. The background image and
headline changes based on
demographic criteria.

39. The background image and
headline changes based on
demographic criteria.

40. When we can’t identify the visitor,
they see a time of day message

41. When we can’t identify the visitor,
they see a time of day message

42. The modules below the hero are
personalized based on both
demographic and behavioral
attributes for each visitor.

43. Module 1 changes based on
behavioral criteria

44. Module 2 changes based on
demographic criteria

45. Module 3 changes based on
demographic criteria

46. Module 3 changes based on
demographic criteria

47. Customer logos change based on
demographic criteria
● Travel prospects see travel logos,
retail prospects sees retail logos, etc.
● Everyone else sees our default logos.

48. Customer logos change based on
demographic criteria
● Travel prospects see travel logos,
retail prospects sees retail logos, etc.
● Everyone else sees our default logos.

50. Results
WHAT HAPPENED AFTER WE
PERSONALIZED THE HOMEPAGE?

51. Qualitative Impact

52. @caraharshman #CTAConf
B
A
+1.5% improvement
engagement
+113% improvement
views of Solutions page
+117% improvement
clicks on secondary CTA
Quantitative Impact

53. Project 2: Schedule
Demo Page

54. Demo Scheduler Page
• Reusable personalization modules!
• Visitors see logos from their industry
by default
• Customer quote also changes by
industry

55. Project 3:
Personalized
Recommendations

56. Personalized recommendations
• The recommended articles are based
on what people who view similar
articles like.

57. Project 4: Super
Personalized
Homepage

58. ABM in Practice - Watch Campaign
• Campaign for target list of executives
to set up in-person meetings
• For setting up a meeting, AEs gift
prospect an Apple Watch
• Tested as an email-only campaign in
Q1
• $1M in pipeline opportunities so far

59. ABM in Practice - Watch Campaign

60. ABM in Practice - Watch Campaign

61. Project 5: Easy path
to demo

62. Strategic customers see custom banner ads

63. They see an extension that encourages them to schedule a demo.

64. Process
HOW WE GOT TO THIS POINT,
AND HOW YOU CAN TOO

65. What makes this difficult?
• Navigating stakeholders
• Unchartered territory
• Many audiences creates complexity
• Need high confidence in data being
used for personalization
• Goals and results are fuzzier than in
an A/B test

66. Steps to Redesign & Personalize
your Homepage
Step 1. Goals - What do you want to achieve?
Step 2. Accounts - For whom do you want to
achieve this?
Step 3. Design - What design will help you
achieve that goal with that audience?
Step 4. Personalize - Show the right experience
to the right visitor.

67. Establishing Goals

68. Establishing Goals - a reminder of
what our goals were
• ‘Show, don’t tell’
• Showcase our own technology
• Support ABM strategy
• Do something easy to understand

69. Establishing Goals - FIguring it out
for Yourself
• Conversion vs. education?
• Demonstrate vs. explain?
• Explicit vs. implicit personalization?

70. Accounts

71. Accounts - for Optimizely
• Cascading approach for different tiers:
• Top: account list - 1-to-1
personalization
• Middle: industries - 1-to-few
personalization
• Bottom: everyone else: 1-to-many
personalization
• Other considerations:
• Customer and non-customer
audiences
• Behavioral audiences
• Geographic audiences

72. Accounts - for Yourself
• Do you have an account list?
• What are your business goals for that
list?
• What is feasible/achievable in your
timeframe?
• What other attributes could be used to
segment accounts into audiences?

73. Design

74. • Modular design
• Hero that can be personalized
• Room for personalization modules
• Customer validation
• Promoted content
Design - for Optimizely

75. Design - for Yourself
• Is my design ‘personalize-able’ today?
• Can I iterate upon the design?
• Am I making the best use of
above-the-fold space?
• Can I target messages and content
throughout the page?

76. Thank You!