Marketing personalization Webinar

1. Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing while applying their insight and strategic guidance.

2. PODCAST STEVE ROBINSON Founder/CEO, Brilliant Metrics

3. 1.Definition 2.Why? 3.Segment First 4.Where & How 5.Questions TODAY

4. + + The Right Message The Right Audience The Right Time MARKETING PERSONALIZATION

5. DO I REALLY NEED MARKETING PERSONALIZATION?

6. THE “AMAZON EFFECT”

7. SALES NOW ARRIVES LATE IN THE GAME

8. PERSONALIZATION REDUCES WASTE

9. SEGMENTATION IS KEY

10. MonicaNathan PERSONA SEGMENTATION

11. MARKETING & SALES PERSONAS ANDREA Marketing Director Floors Unlimited “Keeping up is not enough - I need to be ahead of the curve.” BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the“why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows A DAY INTHE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality”leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy KEY BRAND AFFINITIES • Direction • Collaboration COMPANY PROFILE National floor covering distributor selling carpet, hardwood, ceramic and more PERSONAS KEY IN ON PSYCHORGRAPICS

12. Procurement Owner/Partner Doctor Insurance Adam Ross Healthcare Nathan Phil Legal Adam Allie

13. Bargain Luxury Ski Enthusiasts Sue Leigh Skateboard Enthusiasts Hannah Surf Enthusiasts Allie Charles

14. CUSTOMER JOURNEY ADDRESSES “WHEN”

15. Prospect is qualified, but in no way thinking or considering your product or service. Everyone See Think Do Grow Give “SEE” STATE

16. Prospect is qualified and thinking about making a change or purchase but has no timeframe or commitment Everyone See Think Do Grow Give “THINK” STATE

17. Prospect is qualified and has made a commitment to themselves or someone else to purchase Everyone See Think Do Grow Give “DO” STATE

18. Customer will consider your brand first, but is not singing your praises to others Everyone See Think Do Grow Give “GROW” STATE

19. Customer is brand loyal and an advocate for the brand Everyone See Think Do Grow Give “GIVE” STATE

20. 300 X 250 WHAT CAN WE PERSONALIZE? Ads Web Email Social

21. HOW DO I PERSONALIZE MY WEBSITE?

22. IP-BASED PERSONALIZATION

25. PROFILE/PURCHASE BASED PERSONALIZATION

26. CRM-BASED PERSONALIZATION

27. CRM-BASED PERSONALIZATION

28. BEHAVIORAL PERSONALIZATION

29. HOW CAN I PERSONALIZE EMAIL?

30. SENDER PERSONALIZATION

31. SENDER PERSONALIZATION

32. CONTENT PERSONALIZATION

33. HOW DO I PERSONALIZE ADVERTISING?

34. Targets “Think” State Targets “Do” State AD PERSONALIZATION

35. Targets Wholesale Industry Targets Cargo Industry AD PERSONALIZATION

36. prospect@gmail.com @ CRM “RETARGETING”

37. Engages with “Do” state content “Do” Retargeting Pool ADVANCED TRADITIONAL RETARGETING

38. Engages with “Do” state content Engages engages with insurance content “Do” Retargeting Pool Insurance Retargeting Pool ADVANCED TRADITIONAL RETARGETING

39. Engages with “Do” state content Engages engages with insurance content “Do” Retargeting Pool Insurance Retargeting Pool Sees “Do” state ads personalized to the insurance industry ADVANCED TRADITIONAL RETARGETING

40. I CAN PERSONALIZE SOCIAL MEDIA?

41. = ONLY PAID SOCIAL CAN BE PERSONALIZED

42. SOCIAL AD PERSONALIZATION Targets Roofing Contractors Targets Roofing Distributors

43. SOCIAL AD PERSONALIZATION Targets “Think” State Targets “Do” State

44. prospect@gmail.com (555) 555-5555 @twittername @ CRM TARGETING

45. Watches Facebook video “yoga practice” (Only persona Paula would find interesting) Paula Retargeting Pool ADVANCED TRADITIONAL RETARGETING

46. “Think” Retargeting Pool “Do” Retargeting Pool Exclude prospects in “Think” and “Do” states Watches Facebook video “yoga practice” (Only persona Paula would find interesting) Paula Retargeting Pool ADVANCED TRADITIONAL RETARGETING

47. “Think” Retargeting Pool “Do” Retargeting Pool Exclude prospects in “Think” and “Do” states Watches Facebook video “yoga practice” (Only persona Paula would find interesting) Paula Retargeting Pool Sees “See” state ads personalized to Paula’s concerns ADVANCED TRADITIONAL RETARGETING

48. LET ME EXPLAIN… NO, LET ME SUM UP • Personalization gets the right message to the right person at the right time • Segmentation is they key to effective personalization

49. LET ME EXPLAIN… NO, LET ME SUM UP • Persona and journey state are ideal segmentation options for personalization • We can personalize web content, email, ads, and social media

50. LET ME EXPLAIN… NO, LET ME SUM UP • CRM, marketing automation and account-based marketing (ABM) technology helps • Retargeting technology makes personalizing ad and social media possible

51. RESOURCES Customer Journey Template http://iterativemarketing.net/?downl oad_id=340de95da8e9916db05845 a40aa52f14 B2B Sample Persona http://iterativemarketing.net/?downl oad_id=e6e3fa5e10bf186086b9df6 177a43e06 B2C Sample Persona http://iterativemarketing.net/?downl oad_id=573becfbe75b263e66470a 71b07e0d4e Mapping Customer Journey (How-To) http://iterativemarketing.net/mapping- customer-journey-marketings- perspective/ How to create B2B buyer persona http://iterativemarketing.net/create-b2b- buyer-persona/ Step by step B2C buyer persona: http:// Segmenting Your Audience for Maximum Marketing Effect http://iterativemarketing.net/segment- audience-maximum-marketing-effect/

52. STEVE ROBINSON Founder/CEO, Brilliant Metrics @SteveRobinson Steve.Robinson@BrilliantMetrics.com Questions? Let’s Connect Read More of Steve’s Work BrilliantMetrics.com IterativeMarketing.net

53. QUESTIONS?