Personalization strategy that improves acquisition and engagement
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Learn how marketers can engage with and acquire new customers.
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Personalization strategy that improves acquisition and engagement
- 2. 1 Why focus on personalization, why now?
- 3. 2 Your customer has changed
- 4. 3 Buyer is always-on, always- connected and informed Thecustomer haschanged 67% of the way through the buying lifecycle before they even talk to you - Sirius Decisions
- 5. 4 Buyer Journey is dynamic and cross channel Thecustomer haschanged
- 6. 5 Buyer has little attention Thecustomer haschanged
- 7. 6 Buyer is always-on, always- connected and informed Buyer Journey is dynamic and cross channel Buyer has little attention Thecustomer haschanged
- 8. 7 Marketers cannot co- ordinate across channels Unable to measure 82% of enterprise marketers have no synchronized view of customer data. Source: Forrester Technology is not integrated and doesn’t enable marketers 85% CMOs say their efforts at implementing an Omni-channel customer strategy are thwarted by a lack of access to data and/or inadequate tools. Source: Mckinsey Marketers are unable to drive great customer experiences Duetolackofcustomerinsightandintegratedtoolsmarketersstruggleto engagecustomersanddrivegreatexperiences
- 9. 8 Customer Experience is far from acceptable 78% customers say they don’t receive tailored experiences Customers disengage from brands when they don’t receive targeted messages
- 10. 9 The right message to the right person at the right time Benefits: Improve customer acquisition Improve customer loyalty and retention Personalization is critical to improving customer engagement 94% marketers say that personalization is important to marketing success (source: Econsultancy personalization research) 19% increase in sales (source: Econsultancy personalization research) #1 ranked capability that marketers need to have to be successful (source:Adobe CMO survey)
- 11. 10 1:1 Personalization Segmented personalization is dated – it does not meet the needs of the changing always- on, always-connected informed customer. The future of personalization is 1:1 – where you have are able to identify, target and engage with each individual customer across channels and devices Source: Forrester
- 12. 11 Personalized journey across channels &devices SVP Marketing in an Insurance company looking for a new CMS platform Finds landing page with white paper by ‘So Easy’ CMS Posts on Twitter Receives email on why ‘So Easy’ CMS is so easy to use Speaks to Sales and starts having presentations and meetings Registers for downloading Downloads white paper on how to select a new CMS Reads white paper on mobile device via cloud After becoming customer becomes an advocate Sees display ad with So Easy CMS customer Testimonial Becomes known Love the “So Easy” CMS!
- 13. 12 Key challenges that impact personalization success • Lack of customer insight • Data deluge leads to analysis paralysis • Lack of integrated data • Lack of skillsets • Technologies are dated and not integrated • Hard to keep up with evolving customer behavior and needs
- 14. 13 How do you get there?
- 15. 14 You need a personalization strategy Know your customer Multi-channel engagement Integrated technology
- 16. 15 How do you get there? Know your customer Multi-channel engagement Integrated technology
- 18. 17 Personalization Depends on Context
- 19. 18 77% Marketers indicated improvement in revenue by gathering customer intelligence. Forrester Customer Intelligence Survey
- 20. 19 Buyer 2.0 Who is buying from you? Understand the distinct buying groups within your prospect population Understanding the segment and it’s needs are critical to driving success of a demand creation program “The hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.” Source: SiriusDecisions, “Marketing Needed for Sales 2.1”
- 21. 20 Implicit information is info captured from the website journey—the “digital footprints” left by the visitor Clickstream on the site, onsite search, time on site, reviews or comments read or produced, 2nd or 3rd time visit vs. first time visit Context identified through implicit means
- 22. 21 External: Information captured by external service providers, emerging context-enriched services Location, clickstream before the visit and after the visit, search terms, SEM clicks, display advertising Context identified through external means keyword
- 23. 22 Explicit information supplied by the visitor as they complete registration, questionnaires, quizzes and other facilities Context identified through explicit means
- 24. 23 Explicit information supplied by the visitor upon registration, social log-in Context identified through explicit means
- 25. 2424 A single view of the customer is essential for marketers to create 1:1 marketing – to deliver the right message to the right person at the right time, and now, on right channel. 90% Customers say SVC is essential to cross- channel success Source: Signal Report
- 26. 25 Approach to Collect, Normalize andActivate Your Data Ingest Unify Publish Optimize
- 27. 26 Unify Data – Centralization • Key to single view of customer success is to connect your data across siloes • Connect offline and online data • Ensure data siloes are centralized
- 28. 27 Progressive profiling Allows you to gather more data on your customers with each interaction
- 29. 28 Integrated data and technology enables you to create single profile of a customer Source: Oracle
- 30. 29 Activation Your data should be able to activate 1:1 cross-channel marketing across channels including display website, email, social, search and look-alike modeling
- 32. 31 How do you get there? Know your customer Multi-channel engagement Integrated technology Targeting & testing
- 33. 32 How do you get there? Know your customer Multi-channel engagement Integrated technology
- 35. 34 Engage the customer across the customer journey Attract anonymous visitors Convert Nurture
- 36. 35 75% customers get frustrated with websites when the content has nothing to do with their interests Source: Janrain
- 37. 36 Organizations personalize websites based on a variety of factors
- 38. 37 Personalize for anonymous visitors
- 39. 38 Personalize by referral source Offer content based on customer needs
- 40. 39 Website personalization – responsive experience Ensure you offer a responsive experience 57% users won’t recommend a business if it has a poorly designed mobile site
- 41. 40 Buying lifecycle based personalization An experience that gives prospects what they need and when they need it by reading their Digital Body Language
- 42. 41 Personalization driven by behavior Based on user behavior and digital footprint you can segment users… Next time the person comes back to the site, relevant information is presented on the home page banner Navigates to services page and related content
- 43. 42 Personalization Example Based on user behavior and digital footprint you can segment users… Determines user is customer depending on footprint User is an existing customer
- 44. 43 50% of leads are not ready to buy
- 45. 44 Engage in a 1:1 DIALOGUE with your prospects; no more ‘spray and pray’ The days of batch email marketing campaigns with low response rates are over! Execute mail dialogue campaigns -- Multi-step email campaigns based on thought leadership marketing can deepen prospect relationships over time Engage in 1:1 dialogue marketing capabilities that segment and deliver personalized content Track who opens and clicks on each email or who visited a specific webpage Employ lead scoring to score opportunities and identify leads that are sales ready
- 46. 45 45% COMPANIES USING MARKETING AUTOMATION SOURCE 45% MORE PIPELINE THAN THOSE WHO DON’T USE MARKETING AUTOMATION Marketo
- 47. 46 87% 87% OF TOP-PERFORMING MARKETERS SAY TARGETING CAMPAIGNS TO AUDIENCE SEGMENTS IS THE LARGEST VALUE DRIVER, WITH 78% LISTING SEGMENTATION AS THE #1 MARKETING-AUTOMATION CAPABILITY THEY CAN’T LIVE WITHOUT. Gleanster
- 49. 48 Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms Target the buying lifecycle
- 50. 49 Deliver content across channels COPE (Create once, publish everywhere)
- 51. 50 Improve conversion through testing and optimization
- 52. 51 Testing and optimizing is the most important strategy to improve personalization and conversion; - Several capabilities in marketing's hands - A/B, Analytics review and Segmentation are must haves for B2B marketers - 53% said it was “highly valuable” and a further - 42% said they believed it was “quite valuable”.* - MVT is not widely used despite effectiveness - If you do this – you will see improvement - “70% reported improved conversion rates in the past 12 months.” *eMarkerter *eMarketer Testing techniques Source: eMarketer
- 53. 52 Test, Test and test some more! A/B testing is becoming the preferred method that has brought a lot of the companies the most success. Methods used to improve conversion rates Source: Econsultancy
- 54. 53 How do you get there? Know your customer Multi-channel engagement Integrated technology
- 56. Create a Customer Experience Platform that integrates with data sources Orchestrate individual experiences across every channel CMS Marketing Automation Analytics Actionable Customer Profile Insight Optimize Identify ideal customer attributes, behaviors and preferences Analyze performance and tie back to revenue goals Optimize cross channel experiences with data and insight CRM External Data Internal Data
- 57. 56 Spend on personalization technologies is increasing
- 58. 57 Data Management Platforms Marketing Automation Analytics Personalized content and email By targeting the buyer with relevant information Single view of the customer By capturing insight across all channels Optimize customer experience by using a single view of the customer and testing to optimize the experience Nosingletechnologybyitselfprovidesasingleview ofthecustomer CRM Customer interactions and profile By leveraging buyer master data and profile attributes to personalize experience Link first and third party data, and provide abiity to activate experiences across email, display, social and onsite personalization
- 59. 58 Tag Management Website Testing and targeting Profiling tools Optimize engagement through A/B testing and MVT Capture single view of the customer and profile segments Nosingletechnologybyitselfprovidesasingleview ofthecustomer Track engagement from multiple sources experiences across email, display, social and onsite personalization
- 60. 59 Conclusion Know your customer Multi-channel engagement Integrated technology
Notas del editor
- Step 2: change into an actual visual of a paper to download: Done Step 4: Show an image of a person. You can download from shutterstock.com where we have access: Done. Took it from Google Step 8: change banner to an image with So Easy and a customer smiling: Done Step 9: show a post on Twitter that ‘he likes how easy So Easy CMS is’: Done
- Change image
- Slide 40
- The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- The buyer has changed. The buyer is more informed The new buyer has many options The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce. Design: Image of a buyer with many options? Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
- Need icons