The Value of Personalization for B2B Companies

The Value of Personalization
for B2B Companies
Jonathan Tam
Senior Research Director, SiriusDecisions
@jontam13
Eric Fullerton
Product Marketing Manager, Acquia

2 © 2018 SiriusDecisions. All Rights Reserved@jontam13@siriusdecisions
Executive Summary
• Key issues
• What you will walk away with
• B-to-b buyers have dramatically heightened expectations about their digital
interactions with companies seeking their business
• B-to-b vendors are stepping up their “right time, right content, right channel”
capabilities in order to compete effectively
• The explosion in technology platforms and applications that support
personalization is causing confusion within organizations
• An understanding of the essential elements of b-to-b personalization
• Best practices for personalization programs throughout the buyer’s journey
• Tips and examples of how to get started with personalization today

SiriusPerspective:
The SiriusDecisions 2017 Personalization Study
We conducted a proprietary survey where more than 200 responses were
collected from a qualified panel of b-to-b marketers on personalization adoption, usage and
performance.
207Total b-to-b
organizations
$51MM–
$250MM
Vertical
Industries12
≤$50MM
$251MM–
$750MM
$751MM–
$2B
>$2B
Source: SiriusDecisions 2017 Personalization Study n=207

SiriusPerspective:
The SiriusDecisions 2017 Personalization Study
We conducted a proprietary survey where more than 200 responses were
collected from a qualified panel of b-to-b marketers on personalization adoption, usage and
performance.
95%
N. America
51%
EMEA
18%
APAC
4%
Other
Where are you
executing your
personalization
programs?
?

SiriusPerspective:
State of Personalization
Organizations are starting to view personalization as more than a buzzword, with
investments and importance increasing over the next 12 months.
Personalization Use
46%Sales
71% Marketing
Future Spend
49%plan on increasing
their spend
greatly or
significantly
Activities
Pilot Program
• Social Media
Marketing
• Email
• Direct Mail
Full Program
• Web Site
• Online
Advertising
• Landing Page

SiriusPerspective:
Audiences Data ToolsContent
Target audiences
are too broad or
unprioritized
Content is not
tailored enough or
simply does not
exist
Data is siloed, non-
existent or of
inconsistent quality
Multiple tools and
capabilities exist
across platforms
Four Common Challenges With Personalization
Barriers to personalization are preventing demand marketers from implementing
or fully operationalizing personalization capabilities.

SiriusPerspective:
Personalization Defined
Personalization is the act of delivering the right message to the right person at the
right time in a scalable way across a variety of delivery mechanisms.
Right Strategy
Goal Setting
Audience
Segmentation
Right Design
Content Strategy
Data Usage
Right Delivery
Delivery
Mechanism Mix
Rules
Timing
Right Return
Measurement and
Reporting
The right goals
and audiences for
a personalization
approach
The right types
and amount of
content and data
needed to reach
your audience
The right ways and
the right time to
deliver a
personalized
experience
The right metrics
to understand the
performance of
personalization
within a program

SiriusPerspective:
The SiriusDecisions Personalization Deployment Model
A set of program elements is required to deliver on the promise of the four R’s,
with each element being integral to effective personalization.
Right Strategy
Goal Setting
Audience
Segmentation
Right Design
Content Strategy
Data Usage
Right Delivery
Delivery
Mechanism Mix
Rules
Timing
Right Return
Measurement and
Reporting

SiriusPerspective:
Strategy: Effective Goal Setting
Personalization adoption as the standard for buyer engagement is rarely
successful if not supported from the top down.
Strategy Design Delivery Return
Personalization
Performance Cadence
• Review program
performance weekly
• Find solutions to potential
performance problems
• Identify opportunities for
process improvement
Executive
Sponsorship
• Approval
• Support and
communicate
change
• Lead by example
Implementation
Project Team
• Define business
requirements
• Activate systems
• Manage change
rollout

SiriusPerspective:
Strategy: Targeted Audience Segmentation
Personalization is often thought of at the individual one-to-one level, but
personalization can also occur at higher levels until sufficient data is collected.
Market
Account
Buying Center
Market: Multiple company entities
cluster around a common market
segment attribute such as industry,
geography or enterprise size
Account: The buying entity – where
the contractual relationship exists
Buying Center: A function or
department that the buyer persona
is associated with
Buying Group: A collection of
personas involved in the process to
buy an offering
B-to-B Buyer Audience Echelons
Persona
Persona: An individual
characterized by job role
Buying Group

SiriusPerspective:
Design: Defined Content Requirements
Content depth and breadth requirements are driven by the personalization
program parameters and must take into account realistic content development capability.
• Primary with
derivatives
• Interactive
• Web, social, ads
• Demand copy
• Video/demo
• Translation/localization
Approaches to Content
Personalization
Audience
Asset Type
Adding partner, channel or
other third-party info
Create custom content based
on first-party data
Customized content for subsets of
named accounts based on need
Basic personalization like
name and role
Specific industry content
• Industry
• Persona
• Role/buying group
• Account
• Geo
• Journey stages

SiriusPerspective:
Design: Multiple Data Types
Organizations need to understand the source and mix of data types and how this
will be used to drive personalization efforts.
Augmented
• Supports explicit and
implicit personalization
with third-party data
• Reduces dependence
on user input/actions
• Brings broad range of
information for use in
personalization
Explicit
• Based on information
directly provided by
the user
• Useful for well-
defined, standardized
segmentation
Implicit
• Based on information
collected through
monitoring user actions
and behavior
• Can segment for complex,
situations and states with
unclear definitions

SiriusPerspective:
Delivery: Determining Mechanism Mix
To identify the right technology implementation, channel choices must be based
on audience consumption behavior.
Sales Led
Sales-led delivery of
content created for
multiple personas
or segments
Discovery
Availability of
multiple versions
of content for
self-discovery
(i.e. resource
center)
Single Channel
Delivery of
personalized
experience through
a single channel or
tactic
Multi-Channel
Delivery of a
personalized
experience across
two or more
channels or tactics

SiriusPerspective:
Delivery: Usage of Rules and Timing
Rules and timing must be considered carefully during planning, as they will
determine the overall execution of any personalization program.
Vs.
Rules
Manual
A pre-programmed set of specific
responses using data indicating target
audience action
Programmatic
A machine algorithm determines
response/next action based on a set of
programmed parameters
Timing
Planned interval
Pre-planned flights in one or more
channels over time
Real-time
Delivery of content immediately upon
a target’s action

SiriusPerspective:
Return: Metrics and Measurement
The SiriusDecisions Metrics Spectrum characterizes marketing metrics in classes
that together provide a comprehensive picture of personalization program measurement.
Counts of actions
taken
• Clicks
• Visits
• Bounce rates
Activity
Quantifies the direct
results of actions
• Inquiries
• MQLs
• SQLs
Output
Describes effects
against business goals
• Revenue
• Market share
• Profit
Impact
Preparedness
to perform
• Database size/reach
• Content audit
• Segmentation
Readiness
Class Measure Description

SiriusPerspective:
Personalization Best Practices
Build deeper and more effective programs by combining industry best practices
(the four R’s) with what you learn about your target audience through personalization.
• Choose based on
best leverage
opportunity,
including existing
data, sales play
priority and content
breadth/depth
Right Strategy
• Leverage data and
test channel
preferences
• Mix inbound/
outbound
• Rationalize
technologies across
multiple channels
Right Delivery
➕
• Must meet audience
interaction and
personalization
channel
requirements
• Proven content
• Efficiency via
primary/derivative
asset approach
Right Design
➕
• Study interactions
over time
• Target content
consumption data
and email
opens/clicks
• Look beyond activity,
output to impact
Right Return
➕

Acquire
Acquire more customers
more easily.
Get more leads faster
and optimize spend.
The 3 Things We Are Trying to Do
Convert
Close more business
faster & efficiently
Drive more sales across
all channels.
Grow
Do more than win:
create loyal customers
Grow and reinforce the
relationships you’ve
worked so hard to
create.

Speak directly to
small, but valuable
audiences
Target each audience
with unique content.
Drive cross-sell,
upsell & retention
Showcase offers in the
right way, in the right
place, at the right time.
Guide visitors
through the
conversion funnel
Apply your marketing
funnel to your website.
Enhance data-
driven
decision making
Leverage the power
of customer data.
How Personalization Delivers Value

There are three primary stages organizations are at in terms of what they are
ready to do:
Collect
actionable
data
Personalize
experiences
Orchestrate
customer
journeys
Delivering the Connected Customer Experience
CRAWL WALK RUN

CRAWL
Segmentation
Unify Unknown & Known
Geolocation
Device Type
ABM/CRM Integration
WALK
Browsing Behavior
Pages Viewed
Marketing Campaigns
Completed Events
Visit Frequency
RUN
Cross-Channel Personalization
Best-Next Action
Combinations of Crawl and
Walk Personalizations
...and Beyond!
Delivering the Connected Customer Experience

You Need to Collect Data That…
1 Builds a 360 customer profile
2 Discovers preferences, not just characteristics
3 Connects your stack (Connectors, APIs)
4 From knowledge into action
CRAWL

©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Collecting data to to build user segments based
on visitors’ size of business
Identifies visitor URL, browsing behavior & Drupal
taxonomy to map visitors to unique product offering.
Creating and tagging content by funnel stage
to segment visitors by stage of funnel they are
in to personalize content
The Result:
Right content to right customer
Shortens B2B sales cycle
Builds more highly qualified leads
Segmenting by Size and Buying Stage HR B2B Software Provider
Revenue: $3 Billion

Integrating Acquia Lift with their Google Analytics
instance for single view of site and profile analytics.
Tracking users segments, personalizations and goals.
Segmenting and tracking site data based on PPI
campaigns and interest in specific insurance types
The Result:
Ability to have an overall visitor profile
Promote USPs for visitors based on their browsing
behavior to increase quotes
Better data on their customers
Acquia Lift & Google Analytics = Next
Level Insights
European Insurance Company
Revenue: $2.5 billion Euro

Pulling data on company name and browsing
behavior from DemandBase into Acquia Profile
Manager
Those visitors see a personalized welcome
message, as well as tailored content and CTA’s
Over 200 personalizations running on site
The Result:
Unified data for 360 customer view
Increased engagement metrics on personalized
CTA’s
Leverage Account Based Marketing
Data for Personalization
Cloud-based analytics provider
Sold in 2015 for $600 million

You Need to Personalize Experiences That Are...
1 Data first
2 Beyond A/B testing
3 Smart
WALK

The Personalization Process
1
Current State
2
Beginners
3
Professionals
Tier 4: Individualization
Masters engage customers as segments of
one in real time by listening, capturing,
measuring, assessing, and addressing intent
across every enterprise touchpoint.
Tier 3: Advanced segmentation
Professionals use a mix of order history,
browse patterns, and customer data to
engage smaller, targeted customer segments.
Tier 2: Basic segmentation
Beginners engage large customer segments
with content based on single data points such
as device type or geolocation
Tier 1: No personalization
Many organizations fail to personalize at any
touchpoints, resulting in all customers
receiving the same brand experience.
FIGURE 1 Digital Leaders Strive To Reach The Top Tier Of Personalization Mastery
4
Masters

Established user segments based on experiences,
destinations, and CRM Funnel
First time visitors get email sign up request;
then see guides related to areas of interest
Returning see personalized content in banner
image and other slots based on previous interests
The Result: Session duration up 30%,
Bounce Rate down 20%
A Revamped Tourism Experience
Guide Visitors Through
Conversion Funnel,
Enhance Data Driven
Decision Making

Content tagged by product (seven different types),
persona (four types) and industry (six types)
Running homepage banner personalizations by
segment, and geolocation.
The Result: Personalized content experience
beyond single piece of content
Four degrees of segmentation (location, persona,
industry, product)
Higher engagement metrics on content
personalized by preference and location.
Personalization on Every
Page by Product

©2018 Acquia Inc. — Confidential and Proprietary
Orchestrating the Connected Customer Journey
Awareness Consideration Conversion Growth Advocacy

You Need to Orchestrate Journey’s that are:
1: Data first
2: Personalized
3: Understand and deliver the next best action
RUN

CMO lead initiative during company overhaul to:
Easily create new journeys and orchestrate what
happens at each step across channels.
Understand where customers are throughout the
lifecycle
Unify customer profile beyond web and email
The Goal: Reduce time to market and cost of journey
orchestration
Increase customer satisfaction
Increase new, up, cross-sell opportunities
Differentiation Through The Customer
Journey

Word of Mouth
Amy hears about
AMD’s Radeon’s GPU
products from a
colleague
Goes to AMD.com
Demandbase looks up
industry, company,
revenue and adds it to
her profile.
Personalized Homepage
The website shows the new
HP OMEN Laptop with AMD
Radeon RX580.
Website Browsing
Amy, also a gaming
hobbyist, reads a few
pages about the Radeon
devices and software.
Email Newsletter Sign-up
Amy wants to stay informed
so he signs up for AMD’s
“Gaming Evolved”
newsletter.
Personalized Welcome Email
An email is sent to Amy from
SilverPop. It highlights the
gaming archives and an offer
for the Radeon RX580.
Personalized Campaign Page
URL from welcome email directs
to campaign page with
personalised content including
a Radeon product comparison
chart. Amy buys!
Emails
Receives email thanking her
for her purchase,
encouraging her to review
and with a link to a review
page of the OMEN laptop.
Targeted Ads
Based on her email address, deliver
Amy with Google, and Twitter for the
OMEN laptop and other
complementary products
METRICS
- Pageviews
- Email opens / clicks
- Newsletter Signups
- Ad impressions / clicks
Ongoing
Amy
• Anonymous Visitor
• Works at HP as a business analyst.
• Gaming Hobbyist
Customer Journey

Questions?

Thank you

The Value of Personalization for B2B Companies

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