Content Targeting and Personalization: Improving Engagement at the Account Level

Content Targeting and Personalization: Improving Engagement at the Account Level Jeff Fuhriman | Manager Digital Marketing Optimization Sunny Beck | Manager, Conversion Optimization

Jeff Fuhriman Senior Optimization Manager, Adobe jfuhriman@adobe.com

Sunny Beck Manager, Conversion Optimization, Adobe

sbeck@adobe.com

Agenda

Welcome and Overview 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Q & A 5

Executive summary and core message

Key Takeaways

§  Learn to leverage all available data to create and categorize content for the highest value segments and profiles.

§  Identify third-party data/tools that can provide account level data and supplement or replace expensive qualitative data. Doing so will help you create content more efficiently and make it more effective for current and prospective customers.

§  Let your research findings drive your content marketing and your product development/management efforts.

Identify, engage and convert visitors from your most important segments by keeping it personal

Recognition | questions | past transactions | past and present behavior | feedback

Personalized Experience

How do we do that?

Demandbase IP lookup | search terms | customer

database | behavioral score | Scene7 image rendering

Using everything you’ve got to keep it personal

Executive summary and core message 1 Catapult Yourself Up the Digital Marketing Sophistication Curve 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Takeaways and Q & A’s 5

3 Steps to move from “anonymous” to targeted content

Agenda

Step 1: Prioritize your highest-value areas

§  Display §  Emails §  Search Landing Pages §  Home Page §  Portal Pages §  Product / Solution Pages §  Login Pages §  Landing / Registration / Form Pages

1.  Landing / Registration / Form Pages 2.  Home Page 3.  Portal Pages 4.  Product / Solution Pages 5.  Login Pages 6.  Search Landing Pages 7.  Email 8.  Display

Step 2: Create and categorize content for high-value segments and profiles

Let our Customer

tell the Adobe story

Categorize Content

(buying stage, value… ) during

development and evangelize

Test multiple titles,

copy, creative… (A/B, MVT, Flash)

1. Loosening of the Status Quo

2. Committing to Change

3. Exploring Possible Solutions

4. Committing to a Solution

5. Justifying the Decision

6. Making the Decision

Education Phase

Solution Phase

Vendor Selection Phase

Create content across all stages of the buying cycle to target appropriately

Step 3: Use account identification to target content to ‘anonymous’ visitors

Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Predict, Allocate, and Measure Key Performance, not just the Indicators 3 Transactional B2B examples and results 4 Takeaways and Q & A’s 5

Complex sales cycle examples and results

Agenda

What would you do differently if you knew the company that was about to visit your website?

Adobe Target & Demandbase Targeted Campaign to E-Retailers *Demandbase plugin and Adobe Target campaign set up to serve targeted content based on reverse IP lookup

Keyword Targeting *Layer of keyword targeting added to Demandbase targeting

Behavioral Targeting *Layer of behavioral targeting starts working with keyword targeting, added to Demandbase targeting

Adobe Target identifies incoming

keyword

Adobe Audience Manager identifies company profile in customer database

Demandbase IP identifies Industry/

Company

Customer database identifies existing

profile with Audience Manager

(product usage)

Adobe Experience Manager / Target /

Scene 7 serves unique content

EZcontacts.com

Adobe Target & Demandbase Form Field Pre-pop *Adobe Target campaign interacts with Demandbase to populate form fields based on reverse IP information

Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Optimize the Marketing & Media Mix 4 Takeaways and Q & A’s 5 Transactional B2B examples and results

Agenda

Acrobat Services

About FormsCentral

Web-based form and survey building tool which allows users to quickly create forms, simply distribute and analyze results.

Product is still in the introductory stage

Majority of traffic to site is driven by Adobe Reader

Massive number of users are currently Free Trial members

The Problems

We knew very little about our current customers

We knew next to nothing about our site visitors

Our site order conversion was very low

The business was far from profitable

Quick Solution

Quick Solution: Hire an agency to conduct a survey in an effort to better understand who our customers were.

Survey Results

Industry Breakouts

Education Non Profit Healthcare Software Marketing

Survey Data 15% 9% 7% 6% 6%

Survey Issues

This was great data but we still know nothing about who our site visitors really were.

The results were not representative of entire customer base. Only our most loyal customers.

This was a very expensive set of data to gather.

The main issue

We still knew very little about our site visitors.

“The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown”

H.P. Lovecraft

A different approach

Demandbase gave us the ability to understand who was visiting our site, both existing customers and potential customers.

Demandbase

Very minimal effort towards implementation

Ability to receive real-time data

Gave us insight into who our site visitors were at a tenth of the cost

Demandbase

Sample Size

Demandbase

Survey Data

Demandbase learnings

Education Non Profit Healthcare Software Marketing

Survey Data 15% 9% 7% 6% 6%

Demandbase

Data 25% 15% 6% 5% 5%

Industry Breakouts

Targeted Offerings

Homepage

Education Segment

Nonprofit Segment

Results

Homepage Education Segment Nonprofit Segment Homepage

Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Q & A 5 Takeaways and Q & A’s

Agenda

Demandbase IP lookup | search terms | customer

database | behavioral score | Scene7 image rendering

Key Takeaways

§  Learn to leverage all available data to create and categorize content for the highest value segments and profiles.

§  Identify third-party data/tools that can provide account level data and supplement or replace expensive qualitative data. Doing so will help you create content more efficiently and make it more effective for current and prospective customers.

§  Let your research findings drive your content marketing and your product development/management efforts.

Jeff Fuhriman jfuhriman@adobe.com LinkedIn: Jeff Fuhriman

Sunny Beck sbeck@adobe.com LinkedIn: Sunny Beck

Content Targeting and Personalization: Improving Engagement at the Account Level

Technology

Transcript of Content Targeting and Personalization: Improving Engagement at the Account Level

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