DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR...

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Transcript of DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR...

  • elevated third | Denver Raleigh Seattle

    DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR OUTREACH ELEVATED THIRD

    https://www.elevatedthird.com/denver-office https://www.elevatedthird.com/raleigh-office https://www.elevatedthird.com/seattle-office

  • Judd Mercer Creative Dir, Elevated Third UX Strategy + Design

  • SEGMENTATION != PERSONALIZATION

  • Broad Passive Harder to Scale Technically Simpler

    PERSONALIZE 1:1 Reactive Scales Requires Tech

    SEGMENT

  • “Are you on the list?”

    “May I recommend something

    else?”

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    SEGMENTED JOURNEY

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    PERSONAL JOURNEY

  • Traditional marketing typically leads to static landing pages.

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    LANDING PAGES Classic landing pages for each segment offers some form of relevancy. But they are narrow and static.

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    PERSONALIZED SITES Merging funnels towards one adaptive site offers more than single, manually customized pages.

  • FEWER MORE POWERFUL JOURNEYS.

  • TRACKING TOOLS

  • SORRY, NO SINGLE TOOL CAN TELL YOU THE COMPLETE STORY.

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    What it tells you: aggregate activity for a given company on your website AND other websites in the Demandbase network.

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    What it tells you: A consolidated profile of user activity ON THE WEBSITE combined with off-site campaign parameters.

    Acquia Lift Profile Manager

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    What it tells you: An individual’s journey across tagged properties using UTM parameters (particularly email).

  • 18

    What it tells you: SEO/SEM rankings relative to competitors as well as social monitoring for mentions.

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    What it tells you: Aggregate data of personalization segments. With data studio you can combine multiple sources together.

  • PERSONALIZED KPIs

  • DROP-OFF AND OVERALL CONVERSION ISN’T ENOUGH.

  • CLASSIC KPIs CPC CTR Pageviews Bounce Conversion Rate

  • PERSONAL KPIs CPC CTR Pageviews Bounce Conversion Rate

    X Variation}

  • MEASURING VARIATION Filter analytics by triggering events to tell a more relevant story about a very small set of users.

  • SIGNAL VS NOISE NOISE NOISE NOISE NOISE NOISE.

  • REDUCE, REUSE AND RECYCLE CONTENT.

  • Total Content

    Content to Personalize

    4x Variations

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    Personalized experience across pages

  • ROI

    Content Effort

    Diminishing Returns

  • You have much more content that you need to or should show at any given time.

  • EASY WIN #1 HEADLINES WRITTEN FOR ONE PERSON.

  • EASY WIN #2 ONE RELEVANT TESTIMONIAL, NOT A GALLERY.

  • EASY WIN #3 REFRAME WITH TRIGGER WORDS.

  • STARTING WITH DRUPAL PERSONALIZATION

  • Smart Content is a lightweight toolset for real-time, anonymous personalization on any Drupal 8 website.

    drupal.org/projects/smart_content

  • Outreach Email

    Display Ads

    CRM

    Direct Mail

    Drift Chatbot

  • Marketing Sales

    Personal Networks

    Retargeting Ads LinkedIn Connections

    Paid Social

  • Highly polished campaign.

    Lack of personalized website.

  • Personalized website

    Generic website

    CAMPAIGN TRAFFIC

  • Personalized Website

    1:1 Email outreach

    Colleague referral

    Signature banner directs directly webinar

    Custom Drift Bot

    Webinar Signup

    Retargeting

  • REAL WORLD CLIENT EXAMPLES

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    Dynamic personalization to power localized ABM. More than a static marketing site—a souped-up Demandbase personalization tool for targeted outreach support.

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    Dynamic personalization based on location to power ABM.

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    Personalized experiences based on location

    Demandbase integration for real time IP lookup

    Holistic experience with chat integration

  • Enhanced personalization for with behavior-based triggers.

    ● Individual variables and behavior-based triggers

    ● Personalized experiences based on size or experience

    ● Location-based product offerings

  • Personalization based on location and user-input to designate fleet size.

  • Practical user testing, actionable results

    Complete design refresh—completed in phases

    Primed for digital personalization

  • Questions?

    elevated third | Denver Raleigh Seattle

    https://www.elevatedthird.com/denver-office https://www.elevatedthird.com/raleigh-office https://www.elevatedthird.com/seattle-office