Post on 21-Aug-2015
How to Increase Conversions With Marketing Personalization
Mathew Sweezey Principal of Marketing Insights,
Salesforce.com @msweezey
Hana Abaza VP Marketing, Uberflip
@hanaabaza
@Uberflip #uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
@Uberflip #uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on
STICK AROUND FOR A DEMO
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Content Marketing Isn’t about mass publishing content. Rather it is about
understanding what content’s role is in building a relationship in the infinite media environment with
contextual content. From there, you can then easily build automated programs for distribution, net new lead
generation, conversion, and manage the infinite amount content being create about you with a solid
understanding of mindset. That is how you will create a content marketing machine which will automate your
goals.
“Automating”
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Content
Seth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing.
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“media Companies”
Should we all be?
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Influence Amount of consumption does not equal influence from content marketing.
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71% of B2B buyers have been disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have been disappointed with
content -Pardot Research Report 2013
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71% of B2B buyers have been disappointed by content
-Pardot research 2013
25% Of them will never engage with your
content again -Pardot Research Report 2013
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Media Made money Because they owned the relationship. Not because they mass published media.
We should learn…..
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Relationship > CONTENT
We should learn…..
Campaign CONVERSIONS
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Scale Relationship building not Automate content Creation.
We should then…..
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Nobody says “I want content”
They decide engage with content to solve goals, they engage with it
because it aligns with their purpose
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“Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite
Possibilities
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Experiences which fulfill purpose are best #likeagirl campaign is watched by over 57 million fans
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more often than they do those that simply urge
them to buy the product being advertised. As a
result, their path to purchase is actually
their path to purpose.
Consumers choose the brands that
engage them on their passions and interests
42% P
ath
to P
urpo
se
-Google THINK
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Purpose is “Contextual”
So depending on their state of mind may depend on the purpose they are
trying to fulfill. This changes by the second, and must be understood for automations to have a
net positive effect.
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Escape People wanting to escape will lean on
self discover and social channels. They are looking to escape their work,
life, job, and take a short break. No barring on sales readiness.
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Learn People wanting to learn are
looking on ways to be better at what they care about. This
can also take place during an escape. May be an early sign
of sales readiness if they move to research.
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WARNING: You engaging with this presentation is you “Learning”.
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Seek People wanting to seek will
dedicate time to search, learn, and solve. They are looking for
content to help them fulfill purpose, or solve a problem.
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1.4 Trillion hours/day are spent online every day in the United
States
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Presence People want to be present in all scenarios possible. This means being active, as well as passive in the situations they choose.
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28% of all online usage Social networks account for
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Question 1
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“A” or “b” How do you manage your
email in box?
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“We now disqualify before we qualify”
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Question 2
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“A” or “b” How do you download data?
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“We batch research”
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Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
Batch Research Defined
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Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
B2B nurturing Content should move prospects to the next stage
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John, I noticed an article on Content experience, and thought you might like to give it a look.
John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer.
John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar..
Get better eMAILS GET MORE CONVERSIONS B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
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2x-4x increase In content conversions when using
Rich text vs full HTML in nurturing emails.
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Lead Nurturing Wins Using the 3-2-1 technique of lead nurturing eCornell
has been able to see amazing results.
Converting 50% of all sales qualified leads who
are nurtured into new customers.
eCornell Lead Program Is the online branch of the
Ivy League Cornell University. They are
responsible for driving all traffic and produce 5,000
leads per month.
16X Higher conversion rate on leads who have been nurtured vs those who have not. Giving them the single biggest increase in leads from any other method.
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How to automate relevance
Most of the mobile media about our
business isn’t created by us.
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“Our end goal is to present the customer with content that is relevant, not invasive”
-Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board
“ “
@Uberflip #uberwebinar @msweezey
Marketing now knows every interaction they company has had with the person
across external sources. Other data sources can be added into know what
is relevant to a person based on their digital fingerprints.
Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business.
External View Internal View
Must have this first!
Marketing Sales
Service
Single Customer View
Automation Platform (s) CRM
System of relevance
Allows for plug and play integrations with other apps who use data, and add to data.
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Distribution at scale
Learn how to distribute to those you don’t know
You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical.
VOLVO Case Study
“Facebook has been our most effective social media technology for generating leads.” John Johnston Director, Digital Marketing Volvo Construction Equipment of North America
You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical.
VOLVO Case Study
Results § 279,746+ Impressions § 9,485 Clicks § 27 Direct Sales Qualified Leads § $2,065.71 Cost ($76.50 / SQL)
Location – Living In Canada, United States
Age 23 and older
Interests Construction equipment brands competitive to Volvo Construction Equipment
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You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical.
VOLVO Case Study
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15% Increase in revenue for those companies who can transform their idea of individual moments into a full customer journey.
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ZERO CLICK Is the goal of the future. Having the correct content brought to the
person rather then then having to search for it on your site is the best way to automate increased content
engagement, and revenue lift.
This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys.
Static Websites
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Companies using predicative content on average are seeing an increase in revenue by 15%.
Predictive Content Predictive content suggests
the best next piece of content given set algorithms of most
likely engagement.
Owned Experiences Creating customized
experiences also needs to happen both on your website
and via the email content.
+15% Revenue
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416% Demandbase underwent a new optimization of their website. They began changing their website based on the IP of the people landing on their home page they obtained a 416% increase in demo requests.
Zero Click Case Study The idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc. When you do begin to understand the power of personalization you can win big.
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Predictive Content
Conversion Rate Lift from Email
25%
Website Revenue Lift
10%
Click Through Rate Lift
35% 2014 Salesforce Predictive Intelligence Benchmark Report
Achieved a 30% reduction in sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with the use dynamic content marketing across channels.
Dynamic Journeys
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Personalization
Segmentation
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Segment Based on What?
Properties
Job Title Industry
Geography Persona-related
Behaviors
Content consumption Demo / Free trials
Visited website Form submit
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TAILOR THE CONTENT EXPERIENCE
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We put the ability to manage and leverage the content experience in your hands.
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With built-in tools to:
RESPONSIVE
DISCOVERABLE
SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEADS
ORGANIZED
TAILORED
HOW IT WORKS
Blogs
Videos Social
eBooks
Connect your content:
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Resource Center Blog Upgrade Content Library Sales Enablement
UBERFLIP USE CASES
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QUESTION TIME!
Mathew Sweezey Principal of Marketing Insights,
Salesforce.com @msweezey
Hana Abaza VP Marketing, Uberflip
@hanaabaza
THANK YOU!
Find out how Booker decreased theircost per lead by 71% with content.
READ CASE STUDY