Personalization and customization of the customer experience at every touchpoint is critical to creating a lasting and successful relationship. Customers and website visitors are continuing to demand relevant customer experiences in every part of the buyer's journey...and beyond. For example, nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests (Janrain & Harris Interactive, 2015). This webinar will explore why personalization is important, how personalization works, what it can do for your organization, and provide examples of how it can be used including the types of technologies that enable it to work. Join us for a webinar on Thursday, November 17th, at 1PM CT. What you will learn: - Background and research on why personalization matters and is important - How personalization works - What personalization can do for an organization including increasing revenue and improving the customer experience - Relevant examples of how personalization can be used - The technologies that can be employed to effectively make personalization happen

1. Personalization: The Ultimate Tool
for Creating a Competitive
Advantage
A Presentation by BlueBolt

2. Introductions: Chris from BlueBolt
Chris Risner
Chief Strategy Officer
Role: Chris will be presenting the webinar.
Bio: Chris is the Chief Strategy Officer at BlueBolt. His role is to guide BlueBolt’s marketing, assist
with sales, as well as advise with finance, business strategy, and strategic partnerships.

3. Webinar: Basics
 Ask Questions at Any time – we will come back around at
the end
 Recording and Slides will be made available with 24-48
hours and emailed to everyone

4.  Why Personalization Matters - NOW
 Details on How PersonalizationWorks
 How to Ramp up Personalization
 KeyTakeaways
 Question & Answers
Personalization Webinar: Agenda

5. Why Personalization Matters -
NOW

6. Personalization: Why It is Important
Every business is looking for a sustainable
competitive advantage
 Features and Functionality can be copied and typically
don’t set the business apart
 Most businesses claim the same things these days -
“Great people”, “Great Value”, “Great Process”

7. Personalization: Why It is Important
An exemplary customer experience at every
touchpoint is very difficult to copy, if it is possible at
all
PERSONALIZATION is one of the critical component to
establishing that amazing customer experience
where customers keep coming back for more

8. Personalization: Why It is Important
Visitors are increasingly willing to give up info for it!
 56% of consumers are OK with providing
personal information on a website as long as its
for their benefit & used in responsible ways.
Janrain & Harris Interactive
 This increases to 63% for millennials, which
means that the overall number will continue to
climb in the future.
Salesforce State of the Connected Customer Survey 2016

9. Personalization: Why It is Important
BUT…don’t ask for data that you won’t actually use and
ask for the information in the right way to minimize how
invasive or obtrusive it is (more on this later)
In other words, don’t be afraid to ask for data that is
important for providing a superior experience….

10.  In-house marketers who are personalizing their
web experiences and who are able to quantify the
improvement see, on average, a 19% uplift in sales.
Monetate/eConsultancy
Personalization: Why It is Important
Doing it right can have a huge upside

11.  Individual customer stakeholders who perceived
supplier content to be tailored to their specific
needs were 40% more willing to buy from that
supplier than stakeholders who didn’t.
Harvard Business Review, CEB Research
Personalization: Why It is Important
Doing it right can have a huge upside

12. Personalization: Why It is Important
Doing it right can have a huge upside
 Product Recommendations like upsells and
cross-sells are responsible for 10-30% of revenue
Forrester Research, 2016
 Amazon has attributed a 29% increase in sales
revenue to product recommendations
Fortune Magazine

13. Personalization: Why It is Important
Doing it right can have a huge upside
 Personalized emails improve click-through rates
by an average of 14% & conversion rates by 10%
Aberdeen Research

14. Personalization: Why It is Important
Doing it right can have a huge upside
 Calls to Action (CTAs) in personalized campaigns
resulted in a 42% higher conversion rate than
generic CTAs
Hubspot

15. Personalization: Why It is Important
Doing it right can have a huge upside
 59% of shoppers that experienced
personalization believe that it influenced what
they purchased
Infosys/Vonson Bourne

16. Personalization: Why It is Important
On the flipside - Ignore Website Personalization at your
own Peril
 Nearly three-fourths (74%) of online consumers
get frustrated with websites when content (e.g.
offers, ads, promotions) appear that have
nothing to do with their interests.
Janrain & Harris Interactive

17.  Two-thirds of consumers say that they are likely to
switch brands if they are treated like a number instead
of an individual
 89% of business buyers agree they expect companies
to understand their business needs and expectations.
Salesforce State of the Customer Survey 2016
Personalization: Why It is Important
On the flipside - IgnoreWebsite Personalization at your
own Peril

18. How Personalization Works

19. Personalization: How it Works
“To succeed in today’s digital environment, firms must
deliver smarter, more customer-centric interactions that
feel like they were tailored to each user and his or her
specific set of circumstances. It must be more dynamic
and more predictive than current personalization
techniques.”
Forrester Research

20. Personalization: How it Works
What does this mean?
 Email personalized with someone’s name is not
enough anymore
 To be effective, personalization needs to move
toward anticipating what someone might be looking
for before they realize that they want it

21. Personalization: Personalization is…
“Dynamically and uniquely tailoring communications
and experiences to be CONTEXTUALLY RELEVANT to
each individual customer and their INTENT seamlessly
ACROSS CHANNELS and the customer journey – at
scale .”
Forrester Research

22. Personalization: Personalization adds two things together…
Identifying a person’s
relevant attributes:
Intent (why they do
something), potential
to purchase behavior,
profile, and/or
firmographics
Customizing that
person’s
experience by
presenting the
most relevant
content and visuals
Personalization

23. Personalization: Why do this?
1.It creates more meaningful interactions by serving
the right content at the right time and in the right
context
2.It educates and nurtures top-of-the-funnel
prospects
3.It optimizes budget and lowers cost per lead

24. Personalization: Why do this?
1.It creates more meaningful interactions by serving
the right content at the right time and in the right
context
2.It educates and nurtures top-of-the-funnel
prospects
3.It optimizes budget and lowers cost per lead

25. Personalization: Types of Personalization Data
Explicit Data – Data obtained directly from the user,
typically from forms
Implicit Data – Data obtained by a users actions or
behaviors across a variety of marketing areas.
include pages visited, location based on IP address,
Augmented Data – Data enriched from another source
such as ZoomInfo, social media, CRM, etc.

26. Personalization: Where does this data come from?
Personalization
CRM
- Salesforce
- MS CRM
Marketing
Automation
- Hubspot
- Marketo
Website CMS
- DNN
- Drupal
- Sitecore
Internal
- Sharepoint
- Intranet
- Extranet
Custom
- Database
- Mobile App
- Others?
External
- Google/Bing
- Social
- Paid Source

27. Personalization: Personalization in Action - Emails

28. Personalization: Personalization in Action - Emails

29. Personalization: Personalization in Action - Recommendations
Amazon.com

30. Personalization: Personalization in Action - Recommendations
Netflix

31. Personalization: Personalization in Action - Recommendations
Automatic Landing Pages

32. Personalization: Personalization in Action - Recommendations
Contact Options

33. How To Ramp up
Personalization

34. Personalization: Evaluate Where You Are Now
Beginner Intermediate Expert
 One or No Channels
 Optimizing Content
 Exploring/Evaluating
Options and
Opportunities
 Anonymous
 Quick Wins
 Enable Analytics
 Learning the Tools
 More Channels
 More Familiar with
Technology
 Adding New Tools
 Implementation plan
created
 Segments known
 Users known
 Data Sources Identified
 All Channels
 All departments
participating
 Achieved SVOC (Single
View of Customer)
 Data integrated
 Decision making based
on data

35. Personalization: Assess Where You Are Now
Organizational Readiness
 Staff Skills
 Staff Availability
 Organization maturity
 Systems
 Content – case studies, blog posts, Ebooks, videos,
calculators

36. Personalization: What Data is Currently Available & Identify Gaps
Personalization
CRM
- Salesforce
- MS CRM
Marketing
Automation
- Hubspot
- Marketo
Website CMS
- DNN
- Drupal
- Sitecore
Internal
- Sharepoint
- Intranet
- Extranet
Custom
- Database
- Mobile App
- Others?
External
- Google/Bing
- Social
- Paid Source

37. Personalization: Start with the root cause
Hopefully, we have already established WHY we are
doing this….so, what is left?
Who?
What?
Where?

38. Personalization: Who to personalize for? – Your target audience
B2C
 Company Name
 Company Type
 Industry
 Position in Company
 Company size
(revenue/employees)
 Size of vertical /
industry
B2B
 Customer journey
 Location (potentially
down to zip)
 Buying history
 Interest in particular
products
 Sensitivity to pricing

39. Personalization: Who to personalize for? – Your target audience
Awareness Interest Evaluation Purchase
The Buyer JourneyProspect Customer
Google
search
(keyword,
Geo, device)
Progressive Profiling
Clicked
around site
(pages
visited,
length of
visit(s))
Download
WP
(email,
name)
Register for
webinar
(topic of interest,
industry)
Download
Case Study
(role)
Free Trial
(phone
number)
ROI
Calculator
(position)
Anonymous Potential Start
Personalization
Hot Lead

40. Personalization: What to Personalize?
 Calls to Action
 Overall User Experience (colors, fonts)
 Images
 Product Offers / Recommendations
 Content – case studies, blog posts, Ebooks, videos,
calculators

41. Personalization: Where to Personalize?
 Website
 Email
 Customer self-service portal
 Intranet
 Extranet
 Mobile
Recommended Starting points

42. Personalization: Develop a plan
 Website – CMS, MarketingAutomation, CRM, Custom
 Email – MarketingAutomation
 Customer self-service portal - CRM
 Intranet – CMS, CRM, Custom
 Extranet – CMS, CRM, Custom
 Mobile – CMS, CRM, MarketingAutomation

43. Personalization: Develop a plan
 Implementation
 Experiment – A/BTest
 Measure
 Optimize

44. Wrap Up – Key Takeaways
Personalization is Necessary– Users expect personalization and will
give up personal information to get it.
Personalization has huge benefits – Improved revenue and
higher engagement can be expected, if done correctly
Implementation can be complex – Careful planning and
execution are required to get the desired outcomes.

45. Questions & Answers

46. Personal Info Follow up
Chris Risner at BlueBolt – crisner@blueboltsolutions.com

47. Learn More
We will send an email in the next 24-48 hours with links to
the webinar replay as well as the presentation itself

48. THANK YOU FOR YOUR TIME!