Unleashing the Power of Personalization
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Five essential steps to drive deeper engagement with your website
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Unleashing the Power of Personalization
- 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Unleashing the Power of Personalization Five Essential Steps to Drive Deeper Engagement With Your Website Webinar: September 2011
- 2. 1 1. Understanding True Personalization 2. Why Personalize? 3. Five Essential Steps to providing a richer, personalized web experience 4. Leveraging Technology 5. Examples Agenda
- 4. 3 Personalization: What is it? What does “Personalization” mean in the context of online marketing? • An effort to differentiate yourself, based on making what you’re selling unique to each prospect. • Interacting with prospects on a personal level: delivering content that speaks directly to their needs. • Based on the original concept of “one-to-one” marketing, technology has made this concept easier to execute.
- 5. 4 Ineffective Personalization The type of personalization that’s superficial and doesn’t add any value for visitors • Using data elements such as a name, gender, geography…
- 6. 5 Personalization: What it needs to be To turn visitors into customers, you need to engage them at every step of their buying journey • Buyers evolve as they go through the buying cycle • Buyers get more sophisticated in their knowledge of the industry, market, product features. • True Personalization should be richer and deeper and engage the customer in context through an understanding of their behavior and disposition.
- 8. 7 Personalization: Why it Matters Engage your customer or lose her to the competition • Prospects are more informed than ever. • A deeper, richer Web experience keeps customers engaged. • A better engaged prospect is that much closer to a sales-ready lead.
- 9. 8 Importance of Engagement Moving people from consideration to commitment is the most important path of the sales process — also the most necessary Marketing Sherpa B2B Benchmarking Report
- 10. 9 When is the Best Time to Engage? Engaging customers at their point in the buying cycle, with relevant content that promotes action, is key.
- 11. 1010 The Role of Technology
- 12. 11 1995 Informational •Brochure-ware •Webmaster bottleneck 2000 Transactional •IT-driven •Commerce •Portals •Personalization 2007 Persuasive •Marketing-driven •Focus on business solution 2011+ Contextual •Social •Personal •Interactive •Mobile The Evolution of Web CMS Web CMS Solutions such as Sitecore offer the capability of rich context-driven experiences
- 13. 12 1. Understanding the customer—step into their shoes 2. Align with their expectations—understand their mindset 3. Know them better than themselves—augment your data Understanding Context Context is about leveraging information about the prospect to optimize the interaction and engagement across all channels “Although the rudiments of context- aware computing have been around for some time now, it is a disruptive technology that has the potential to be a real ‘game changer’ in terms of competitive advantage” Gartner 2009
- 14. 13 Technology is only the enabler The content and experience offered by solutions like Sitecore, is driven by the visitor context but… • You need to better understand the journey your prospects take, and travel it with them. • Learn what they want/need at each stage of the buying cycle • Deliver relevant content to keep them engaged • Nurture them to the finish line. • Technology can enable deep insights into potential buyers. • Delivering personalized content, in a timely manner, is what will turn a visitor into a prospect.
- 15. 14 Visitor generated: Implicit information captured from the website journey—the “digital footprints” left by the visitor Indicators of preference, predispositions, lead maturity Visitor supplied: Explicit information supplied by the visitor as they complete questionnaires, quizzes and other facilities Common demographics—name, age, gender, interests Externally supplied: Information captured by external service providers, emerging context-enriched services Location, presence, social attributes, cross-vendor buying habits Identifying Visitor Context Context can be identified through implicit, explicit or external means—all of which are integrated or interface with the CMS
- 16. 1515 The Five Essential Steps to enabling true Personalization
- 17. 16 1. Define the Buyer and the Buying Cycle Build the profile, analyze the profile and respond to the prospect 2. Understand the Buyer’s Disposition Read the prospect’s Digital Body Language and respond to their needs 3. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters 4. Align content to the profiles Content will speak directly to a prospect profile 5. Leverage the platform Use the Sitecore DMS Rules Engine and Analytics to drive the engagement cycle 5 Steps to enabling true Personalization eDynamic uses five steps to achieve contextual engagement that aligns with customer expectations and drives acquisition Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
- 18. 17 Step 1. Understand your Buying Cycle There are typically 5-6 stages customers pass through from the point of need recognition to a purchase decision Understand your customer’s mindset through the buying cycle journey Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
- 19. 18 Step 2: Understand Disposition What are the triggers and tripwires that turn someone into a buyer? How do you determine them? • Understand a visitor’s “digital body language” • Use lead scoring, analytics, feedback to build a profile – what did customer look at last time? Based on past behavior, what do they want to see this time? • Learn which triggers indicate prospects are ready to move to the next stage Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
- 20. 19 Step 2 cont’d: Understand Motivators Identify and prioritize your customer’s “pain points or Motivators” Some Examples: Operational Efficiency Increase Revenue Cost Savings Membership Rewards Compliance Risk Mitigation Sell More Rooms/Seats
- 21. 20 Step 2 cont’d: Understand the Triggers Once you understand a prospect’s disposition, it’s time to move them forward • Using the profile and lead scoring analytics, serve specific content that matches the prospect’s disposition. • Examples: • If a lead is still in the information gathering phase, serve a white paper that delivers more details about product benefits • If a lead is in the vendor evaluation phase, deliver a Webinar or Video that talks about your differentiators Information Gathering Vendor Evaluation Purchase Decision
- 22. 21 Step 3: Profile and Segment your Audience Who is buying from you? Understand the distinct buying groups within your prospect population Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
- 23. 22 Understand segmentation attributes Demographics Needs Behavior Others… Segment group guidelines Mutually exclusive Homogeneous Substantial Step 3 cont’d: What to Consider for Segmentation Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size
- 24. 23 Step 4: Align Content to the Segmentation Identify content that addresses customer expectations. Consider buying cycle, segmentation, pain points/motivators Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
- 25. 24 Mapping content Per stage in the buying cycle Per segment Put yourself in their shoes What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be overcome? Step 4 cont’d: Creating a Content Map Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would
- 26. 25 Step 5: Leverage the Platform Once you better understand the buying cycle, who is buying from you, and why, you can deliver the content at the right time. Build the Rules Understand and align the messages with the segment and their objections Create rules to deliver content Per segment: Job title, industry vertical, etc. Per stage in the buying cycle: Info gathering, vendor evaluation, etc. Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
- 27. 2626 Leveraging Sitecore DMS behind the scenes
- 28. 27 The Journey from Visitor to Sales Lead Understanding Leads to Success: The more you know about your prospects, more likely they are to become customers. • When you know what drives your prospects, you can take the journey with them • The customer is better engaged with what you’re offering • An engaged customer is closer to purchase
- 29. 28 Putting it intoAction with Sitecore DMS Sitecore DMS is the Personalization Enabler • Sitecore automation module (Digital Marketing Solution, or DMS) can implement your trigger rules and automate delivery of the content. • Start by considering your triggers and rules… Information Gathering Vendor Evaluation Purchase Decision Trigger: Visit to “About us” age Trigger: Demo Request Trigger: Pricing Request Rule: Deliver White Paper Rule: Deliver Demo Webinar Rule: Initiate Sales one- on-one
- 30. 29 ASitemap based on Rules Develop a wireframe sitemap based on your rules • Your wireframe sitemap helps you map out who sees what, and when.
- 31. 30 Implement the Rules with Sitecore Deploy the segments and implement your rules in Sitecore
- 32. 3131 Examples
- 33. 32 Example: B2C Web site A visitor comes to a cycling company looking for a new bike. First visit, he sees the home page…
- 34. 33 Example: B2C Web site On his next visit, we leverage the data collected on his first visit to present information based on his behavior…
- 35. 34 Example: B2C Web site When he’s in the “purchase evaluation” phase, we present him with where he can buy.
- 36. 35 Example: B2B Web site The B2B space is more challenging, but prospects can still be engaged on a personal level
- 37. 36 Example: B2B Web site The more info you have about a visitor, the more targeted you can make your content…
- 38. 37 Example: B2B Web site … delivering the key information on the products and solutions that suit their needs.
Editor's Notes
- Understanding what they’re looking for Where they are in the buying cycle Delivering content that matters to them Helping nurture them towards sales
- This should be the first slide in this section as it sets up this section well.