Great digital experiences are smart, integrated, relevant, and, above all else, expected by consumers. But, let's face it: With fewer resources and increasing demand, it can be challenging to align your internal teams toward a common goal and actually have time to execute on your vision. In this webinar, we'll share how we are actively building a "personalization first" culture at Acquia, and how this approach has increased engagement and improved conversion rates across our website and other digital campaigns. We'll also share: How we partner with companies like Demandbase to deliver personalized digital marketing campaigns How we nurture prospects with personalized web experiences on acquia.com What tools help you build a more intelligent customer profile across all channels How to organize a cross-functional team to execute on your personalization goals and deliver results. Examples of Acquia's own personalization in action A tour of the Demandbase platform

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8. → Segmentation and optimization is not “set it and forget it”
→ Build a “personalization-first” culture to drive ongoing digital
engagement
→ Constantly refine your strategy
→ Learn from the insights; create lifelong relationship with customer
→ Think ahead – future proof for new channels, new tools that you
don’t know about yet

9. → Different marketing roles use different tools:
→ Digital marketing (CMS + Demandbase)
→ Demand gen marketing (Marketo)
→ Content marketing (CMS)
→ Product marketing (SFDC)
→ Need to unlock the data from these silos and leverage it to build a unified
customer profile
→ Personalization technology can build this customer profile automatically:
fosters better visibility, consistency, and alignment
→ Allows team to be insight-driven around shared data

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25. Web Visitor
69.38.209.30
ENTERPRISE
SAN JOSE, CA
PROSPECT
IT/TECHNICAL
DID: X3249D12
10 Billion+
impressions
4 Billion+
IP addresses
2 Billion+
website visits
1 Million+
conversions
EACH MONTH:
Advertising
Account-Based RTB
Personalization
CMS, A/B Testing
Conversion
MAS, CRM, Chat
Measurement
Analytics, Perf. Manager
Data & Audience Management
Real-Time Identification Engine
Technology
companies
know:
data is a
valuable
asset.

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27. 69.38.209.30
Web Visitor
Welcome
to our website
BIZGROUP
We have solutions for
Financial Institutions,
learn more here »
BIZGROUP
Patented tech
for mapping
IP address
to company
Network effect of
1 billion monthly interactions on
biggest B2B websites
Company data from several
providers
+ years of
hands-on work
Aggregation of multiple IP
address sources
69.38.209.30

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31. Demandbase identifies your formerly
anonymous web traffic and passes that
information to Acquia Lift. The Unified Visitor
Profile created by Lift is augmented by the
Demandbase attributes for use in creating
personalized digital experiences.

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41. → High trafficked pages (homepage, key landing pages)
→ Messaging to verticals/industries that are visiting your
site (demandbase analytics)
→ Have assets or places to send them that convert.

42. Our homepage looking at
demandbase Industry

45. Visitor Lands on
Homepage
Do they match a
vertical?
Yes
No
Have they been here before
and filled in a form?
Show default banners
Yes
No
Show vertical banner
with new asset
Show vertical banner
with campaign
messaging