This document discusses how content personalization helps by engaging more prospects. It recommends customizing content based on a prospect's profile, needs, and stage in the sales cycle. Some key facts provided are that 82% of prospects find industry specific content valuable and 67% prefer content targeted to their job function. Steps for effective content personalization include understanding prospects, focusing on the most valuable segments, determining content that can be altered easily, and creating variations to deliver in real-time. A case study example shows how personalizing all content for a specific target led to improved lead generation, conversions, and prospect education.

2. Content Personalization:
Why it Helps.

3. Content Personalization: Why it Helps.
• Customize content to engage more prospects
– Your customers are diverse.
– Your content should be personalized to
increase engagement.

4. Understand Your Prospects
• What is their “profile”?
• What are they looking for?
• What stage in the sales cycle?
– brand awareness
– self teaching
– studying offerings
– comparing to competitors

5. Some facts from Marketing Sherpa about
customized content:
82% of prospects say industry specific content is valuable
67% say content targeted to their job function is more valuable
49% say content targeted to their company size is preferred

6. Steps for Effective Content Customization
1. Understand your existing prospects
2. Focus on Targeting the 3-4 most valuable
3. Determine content that can be easily and effectively
altered
4. Create variations and deliver in real-time

7. Create Multiple Content Versions
• The same content will not work for everyone
• Don’t reinvent the wheel, just personalize
• A few minor tweaks to current content strengthens
relevancy

8. Vary Your Content
• Change wording to match market
• Different Languages
• Present relevant images

9. Increase effort by 15%
to help you reach the 98%

10. Case Study
• Insightera targets Marketo and general marketing
automation users
• 2 Powtoon Videos, slightly different content, see
here:
General Marketing Marketo
Automation Powtoon Powtoon

11. Content Personalization Example
• One case study, with tailor, personalized content
targeted to three segments:
– Healthcare Industry
– Large Companies in the US
– Visitors Seeking Specific Solution

12. EX: Healthcare Industry

13. EX: Large Companies in the US

14. EX: Visitors Seeking Specific Solution

15. Campaign Strategy
Personalized all content for Marketo
users:
• Powtoon Video
• Blog Post
• Targeted Emails
• Insightera Campaign displaying Marketo video
• Sales Scripts

16. Campaign Results After 3 Weeks
• Many Marketo leads visited our site.
• 4x Increase in Lead Generation
• 2x Improvement in Demo to Trial Conversion
• Avg. Demo Time Cut By Half - Prospects Already
Educated

17. Moral of the story?
Higher ROI on Content
with Personalization