This document discusses the importance of context and personalization in digital experiences. It argues that personalization, by tailoring content based on customer data, leads to more effective experiences. The document outlines different levels of personalization maturity and provides best practices for getting started with personalization, including defining goals, understanding customers, establishing benchmarks, and gaining company-wide support.
4. 4
Process of Personalization
– Personalization: Dynamically tailoring content based on implicit and explicit
customer data.
– Why it matters: If I can find what I want, where I want it, and how I want it, I’m
more likely to buy it.
7. 7
Path to Success: Initiating
User
experience
Content and
data
benchmarks
Launch site
Training and
enablement
8. 8
Path to Success: Aligning
Analysis of
initiating
campaigns and
record value
Establish best
practices and
develop aligning
campaigns
Discovery and
initial solution
development for
integrating data
Operational and
process
development for
campaign
execution
9. 9
Path to Success: Optimizing
Deeper
segmentation
based on
comprehensive
data
Automated
engagement
plans and lead
scoring
Integrate data
across
ecosystem
Evaluate people
and process to
support
personalization
10. 10
Path to Success: Nurturing
Continuous
goal/KPI
measurement;
ROI Evaluation
Fully connected
ecosystem and
single reporting
language
Ongoing
marketing and IT
collaboration
1:1 conversation
with users
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Personalization for Industry Type
– Account-based marketing
– Support longer sales cycle
– Build confidence in product/service
– People need to pick off where they left off
– Upsell/Cross-sell
– Preference based upsell/cross-sell
– Gather learnings on HOW people are
buying
– Build brand community/loyalty
– Quick win conversions
– Targeted offers to create urgency
Whether B2B or B2C, personalization shows that you are listening and also
allows you to shift focus from sole acquisition to engagement and loyalty.
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– What are the current challenges you and your
organization are facing?
– What’s stopping you from personalizing?
– Lack of resources? Not the right systems?
Let’s Discuss…
Challenges to Personalization
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Best Practices
– Set the expectation that personalization is not an overnight
success; it takes time.
– Without creative content that speaks to different audiences and
segments, personalization will not be effective.
– Think short and long term goals:
– Measure each hypothesis against a control until it is a best
practice.
– Allow learnings to inform the next set of hypotheses,
investments in content, resources, and marketing initiatives.
– Think beyond your site
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How to Get Started
– Define what short-term and long-term success looks like to inform
hypothesis
– Identify customers and their journey
– Make sure personas and research is up-to-date
– Evaluate content across channels to support user needs
– Establish benchmarks before you begin
– Understand key goal and content performance today
– Get company-wide buy in to improve customer experiences
