Personalized Marketing - Back to Marketing School

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Watch the full webinar here: https://www.rollworks.com/resources/webinar/personalized-marketing/ In this class, we’ll show you how to break away from default marketing and show you three strategies for adding personalization to your marketing efforts. You’ll learn: Creative and out-of-the-box direct mailer examples How to leverage personalized videos How to coordinate display, direct mail, and video to make a big impression

Marketing

Today’s Agenda
3 Using Personalized Video
1 Why do Personalized Marketing?
2 Out-of-the-box Direct Mail
4 Display, Direct-mail, & Video Working Together
5 Q&A

of buyers said they are
more likely to do business
with a company if it offers
personalized
experiences.
80%
- Epsilon Research

of buyers said they are highly
annoyed by the way brands
continue to rely on the old-
fashioned strategy of blasting
generic ad messages repeatedly.
63%
- Epsilon Research

The Marketing Menu
Pick one from each column
Offer ChannelAudience
Articles
Gifts
Blog posts
E-books
Podcasts
Free Trials
Custom Report
Case Study
Video
Webinars
Direct Mail
Events
Field Marketing
Pay Per Click
Display Advertising
Affiliate marketing
Online Publication
Email
Search
North America Prospects
EMEA Prospects
CMOs v Manager level
High-intent prospects
Active Customers
Anonymous Web Traffic
Deals being worked
Analysts

Direct Mail 101
Going back to the basics

Let’s Break it Down
Direct Mail
1 to Many
Direct Mail
1 to 1

Where do I start?
Pipeline
Analysis
Customer
Journey
State Your
Goal

Types of Sends
Sendoso
Direct
AmazonStandardeGifts

Pop-Quiz Roundup
❑ Identify your goal
❑ Have a clear call to action
❑ Think out of the box
❑ Know your customer journey

Gaining more from Events
Evaluate based
on ICP
Plan coordinated
outreach
Communicate to
GTM teams
Make the most
of it

Engaging Your Audience
With Personalized Video Experiences

Relevant
Timely
Contextual
Delivery + Experience
Personalization
Emotional
Interesting
Personal

Why Video Works: The 4 E’s
1. Engaging: We’re hardwired to engage in storytelling
2. Emotional: Opportunity to invoke emotional responses
3. Educational: We process video faster and retain longer
4. Empathetic: Can develop trust and human empathy

‘Hygiene’ Content
Explainer and ‘Challenger’ videos that make their pain obvious and relatable
Personal Customer Stories for social proof and to make their potential gains obvious and relatable

Personalized Sales Outreach
Can you spot 3 differences between these outbound messages?
1. One is an automated template, the other is a custom, personalized video message (you can’t ‘auto-merge’ that!)
2. One is from a real human who must have done their research if they’ve put themselves on camera
3. One is likely to get a much higher engagement and response rate

Personalized Sales Outreach
Personal Video Outreach [Email, Social] Custom Screen Recordings & Demos
Executive Outreach

Personalized Sales Outreach
Personal Video Outreach [Email, Social]
Vidyard GoVideo: www.vidyard.com/GoVideo

Pop-Quiz Roundup
❑ Identify opportunities for video
❑ Make a plan for video creation
❑ Consider Personalized Video
❑ Get sales to try 1-to-1 video

Multi-Channel Strategy
Adding Customized Display

Types of Ads
Content:
● Promotes your content
● Addresses specific need

Simple Customized Ads
Using CRM Connectors

Simple Customized Ads
Ad Unit
CPL down 42%
vs test

VIDEO
All Together
DIRECT
MAIL
DISPLAY
ADS

“Wow! Okay I’m impressed,
let’s hop on a call.”

With today’s influx of communication channels, the need for brands and corporations to connect with consumers on a 1 to 1 level is simply an expectation. With B2C business, we tend to forget that ultimately, we are dealing with INDIVIDUALS, telling them to buy from us. 1 to 1 X-Media Personalized Marketing provides a platform that allows personalized communication, across multiple channels, covering off BTL, WEB, Social Media utilizing personalized URL, Print, SMS and email, etc. 1 to 1 X-Media Personalized Marketing also present corporations the opportunity to create triggers, which allows consumers to receive prompts, to act. Most importantly, it allows multi-channel execution, allowing organisations to engage your consumers across a wide spectrum of platforms.

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Personalized Marketing - Back to Marketing School

1. Personalized Marketing Three secrets to making attention-grabbing personalized campaigns

2. Your lecturer for today’s class Bogdan Zlatkov Content Marketing Manager Sruthi Kumar Global Marketing Manager Tyler Lessard VP Marketing

3. Today’s Agenda 3 Using Personalized Video 1 Why do Personalized Marketing? 2 Out-of-the-box Direct Mail 4 Display, Direct-mail, & Video Working Together 5 Q&A

4. of buyers said they are more likely to do business with a company if it offers personalized experiences. 80% - Epsilon Research

5. of buyers said they are highly annoyed by the way brands continue to rely on the old- fashioned strategy of blasting generic ad messages repeatedly. 63% - Epsilon Research

6. The Marketing Menu Pick one from each column Offer ChannelAudience Articles Gifts Blog posts E-books Podcasts Free Trials Custom Report Case Study Video Webinars Direct Mail Events Field Marketing Pay Per Click Display Advertising Affiliate marketing Online Publication Email Search North America Prospects EMEA Prospects CMOs v Manager level High-intent prospects Active Customers Anonymous Web Traffic Deals being worked Analysts

7. The Marketing Menu Pick one from each column Offer ChannelAudience Articles Gifts Blog posts E-books Podcasts Free Trials Custom Report Case Study Video Webinars Direct Mail Events Field Marketing Pay Per Click Display Advertising Affiliate marketing Online Publication Email Search North America Prospects EMEA Prospects CMOs v Manager level High-intent prospects Active Customers Anonymous Web Traffic Deals being worked Analysts

8. Direct Mail 101 Going back to the basics

9. Let’s Break it Down Direct Mail 1 to Many Direct Mail 1 to 1

10. Where do I start? Pipeline Analysis Customer Journey State Your Goal

11. Types of Sends Sendoso Direct AmazonStandardeGifts

12. Building Brand Awareness

13. Personalized Prospecting

14. Doing it at Scale

15. Packaging

16. Pop-Quiz Roundup ❑ Identify your goal ❑ Have a clear call to action ❑ Think out of the box ❑ Know your customer journey

17. Events Getting the Most out of them

18. Gaining more from Events Evaluate based on ICP Plan coordinated outreach Communicate to GTM teams Make the most of it

19. Engaging Your Audience With Personalized Video Experiences

20. Relevant Timely Contextual Delivery + Experience Personalization Emotional Interesting Personal

21. Why Video Works: The 4 E’s 1. Engaging: We’re hardwired to engage in storytelling 2. Emotional: Opportunity to invoke emotional responses 3. Educational: We process video faster and retain longer 4. Empathetic: Can develop trust and human empathy

22.

23. ‘Hygiene’ Content Explainer and ‘Challenger’ videos that make their pain obvious and relatable Personal Customer Stories for social proof and to make their potential gains obvious and relatable

24. ‘Holy Moly!’ Content Wow-worthy campaign videos that stand out, humanize your brand, and surprise/delight prospects Fun/interesting shareable campaigns Custom videos for key Account Personalized videos at scale that are truly irresistible conversation starters

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28. www.vidyard.com/happy-holidays-2017

29. Personalized Sales Outreach Can you spot 3 differences between these outbound messages? 1. One is an automated template, the other is a custom, personalized video message (you can’t ‘auto-merge’ that!) 2. One is from a real human who must have done their research if they’ve put themselves on camera 3. One is likely to get a much higher engagement and response rate

30. Personalized Sales Outreach Personal Video Outreach [Email, Social] Custom Screen Recordings & Demos Executive Outreach

31. Personalized Sales Outreach Personal Video Outreach [Email, Social] Vidyard GoVideo: www.vidyard.com/GoVideo

32. Pop-Quiz Roundup ❑ Identify opportunities for video ❑ Make a plan for video creation ❑ Consider Personalized Video ❑ Get sales to try 1-to-1 video

33. Multi-Channel Strategy Adding Customized Display

34. The Marketing Menu Pick one from each column Offer ChannelAudience Articles Gifts Blog posts E-books Podcasts Free Trials Custom Report Case Study Video Webinars Direct Mail Events Field Marketing Pay Per Click Display Advertising Affiliate marketing Online Publication Email Search North America Prospects EMEA Prospects CMOs v Manager level High-intent prospects Active Customers Anonymous Web Traffic Deals being worked Analysts

35. Types of Ads 4 types of ads: ● Company / Brand ● Content promotion ● Customized ● Personal

36. Types of Ads Brand Message: ● Introduce your company ● Broad appeal

37. Types of Ads Content: ● Promotes your content ● Addresses specific need

38. Simple Customized Ads

39. Simple Customized Ads Using CRM Connectors

40. Simple Customized Ads Ad Unit CPL down 42% vs test

41. VIDEO All Together DIRECT MAIL DISPLAY ADS

42. “Wow! Okay I’m impressed, let’s hop on a call.”

43. Q&A