Join Dan Flanigan, VP of Products at Percussion Software and Karl Wirth, CEO and Co-Founder of Evergage and learn how to personalize to make every website experience awesome. Learn more at: http://www.percussion.com & http://www.evergage.com

1. How to Personalize
Your Website Content
In the Moment.

2. #personalizenow
INTRO.!
KARL WIRTH
CEO/FOUNDER
DAN FLANIGAN
VP of PRODUCTS
@wirthkarl
@danflan
linkedin.com/in/karlewirth
linkedin.com/in/danflan

3. AGENDA.!
#personalizenow
§ Website challenges marketers face today
§ Customer personas determine relevant content
§ Personalization makes every web experience
awesome

4. #personalizenow
Who We Are
!

5. #personalizenow
Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to personalize the digital
experience for every visitor.
All without IT.

6. #personalizenow
Percussion
So,ware's
award-­‐winning
web
content
management
system
is
used
by
higher
educa8on,
government
agencies,
and
businesses
to
create
engaging,
effec8ve
content
that
looks
great
on
any
device.

7. 3 BIG CHALLENGES
WEB MARKETERS FACE TODAY
!

8. LOW ENGAGEMENT.
#personalizenow
You could be engaging visitors better
so they spend MORE TIME ON-SITE OR IN-APP
and learn more about your company and offerings

9. LOW CONVERSIONS.
#personalizenow
You need to CONVERT VISITORS TO LEADS
or move existing leads down the funnel.

10. $30B
Advertising
Marketers
spend $45
BILLION/YEAR
trying to get to
“YES” online.
$5B
Web Experience
$5B
Email marketing
$5B
Analytics

11. Yet conversion rates
are PAINFULLY
LOW.
2%
$10B

12. POOR RETENTION.
You want REPEAT VISITORS
and advocacy!
#personalizenow

13. #personalizenow
THE ANSWER IS
PERSONALIZATION
HERE ARE THE 4 KEYS
!

14. #personalizenow
STEP 1
DEFINE YOUR PERSONAS
!

16. #personalizenow
STEP 2
BUILD A GREAT SITE AND
KEEP IT UPDATED / RELEVANT
!

17. “Tradi1onal
marke1ng
talks
at
people.
Content
marke1ng
talks
with
them.”
–
Doug
Kessler

18. #personalizenow
STEP 3
UNDERSTAND YOUR
STAGES OF INTENT
!

19. TODAY, A WEBSITE DOESN’T RESPOND.
BUT A FUNDRAISER DOES.
RELATIONSHIP: Given $1M
PERSONA: Alumni
INTENT: Learn about Events
RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much

20. TODAY, A WEBSITE DOESN’T RESPOND.
BUT AN ADMISSION OFFICER DOES.
RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
RELATIONSHIP: Alumni
PERSONA: Parent of Senior
INTENT: Make decision about
whether to bother applying

21. #personalizenow
STEP 4
PERSONALIZE IN REAL-TIME
TO EACH PERSONA-INTENT
!

22. #personalizenow
CAPTURE BEHAVIOR
(visually out of the site)
§ Per-Visitor, User, Account
Anonymous to Named
§ Clickstream, Context, Tags
Time on page and in
category
Progress in funnel
§ Attributes, Transactions
§ Form Fields, Surveys
§ History from other systems
UNDERSTAND
PERSONA – INTENT
§ Set up rules to segment
§ Analyze differences amongst
segments
RESPOND IN
REAL-TIME
§ Visually browse site and
target communications.
§ Personalize site in <300ms

23. YOUR WEBSITE = YOUR BEST FUNDRAISER
1. UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Planter in last 2 hours
15 minutes comparing options
But now bouncing off site
RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much
2. RESPOND

24. YOUR WEBSITE = BEST ADMISSIONS OFFICER
1. UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Planter in last 2 hours
15 minutes comparing options
But now bouncing off site
RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
2. RESPOND

25. #personalizenow
OTHER EXAMPLES
!

26. PERSONALIZATION ENABLES TARGETED
RESPONSE.
1. UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Planter in last 2 hours
15 minutes comparing options
But now bouncing off site
RELATIONSHIP: Visited, no buy
PERSONA: Beginner gardener
INTENT: Purchase full bed today
2. RESPOND

27. REAL-TIME MARKETING ENABLES A TARGETED
RESPONSE
1. UNDERSTAND PERSONA-INTENT
Comes in deep-linked to article
Spends 5 minutes reading, leaves
RELATIONSHIP: Visit occasionally
PERSONA: Personal investor
INTENT: Read 1 article then leave
2. RESPOND
Take a tour of MarketWatch.
See what else we can offer. Start ›

28. SEGMENT AND TARGET AUDIENCES BASED WHO
WHO THEY ARE

29. #personalizenow
In Conclusion
!

30. #personalizenow
Walk
a
mile
in
their
shoes
Give
before
you
take
Personaliza1on
is
a
dialogue,
not
a
monologue

31. Q&A
www.percussion.com
Learn more about Percussion at
www.percussion.com
#personalizenow
www.Evergage.com/Blog
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
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