Personalization strategy product

download Personalization strategy   product

If you can't read please download the document

  • date post

    17-Aug-2015
  • Category

    Marketing

  • view

    70
  • download

    0

Embed Size (px)

Transcript of Personalization strategy product

  1. 1. #INBOUND1 4 Personalizing your Marketing with Smart Content Meghan Keaney Anderson Director of Product Marketing, HubSpot
  2. 2. Fun Fact: My first job was painting donkeys for ceramic nativity scenes. @MeghKean ey Meghan Keaney Anderson
  3. 3. #INBOUND14 Why personalize?
  4. 4. #INBOUND14 Youve all heard this statistic
  5. 5. 86% percent of people ignore ads 82% of people say they ignore ads. Source: GooTechnologies
  6. 6. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
  7. 7. #INBOUND14 You probably know this fact
  8. 8. Leads who are nurtured with targeted content produce a 20% increase in sales opportunities Source: DemandGen
  9. 9. In-house marketers who personalize their web experiences see on average a 19% uplift in sales Source: A 2013 Monetate/eConsultancy
  10. 10. 1. Define personas 2. Determine friction points 3. Choose personalization techniques Steps to develop a personalization strategy
  11. 11. #INBOUND14 Define Personas 1
  12. 12. #INBOUND14 Define Your Personas
  13. 13. #INBOUND14 2 Determine Friction Points
  14. 14. #INBOUND14
  15. 15. Where are decisions happening in your marketing?
  16. 16. #INBOUND14 What factors hold up decisions on your site? Pricing Pages Testimonials Geographic References Conversion points Challenge Scanning
  17. 17. #INBOUND14 3 Choose the Right Personalization Technique
  18. 18. 1 Personalize by Lifecycle Stage 2 Personalize by Persona and Interest 3 Personalize for First Time or Anonymous Visitors Youll learn how to:
  19. 19. #INBOUND14 Follow along if youd like...
  20. 20. #INBOUND14 PERSONALIZING BY CUSTOMER LIFECYCLE
  21. 21. #INBOUND14 Use a page with a Rich Text Module
  22. 22. #INBOUND14 Choose The Type of Smart Content You Want
  23. 23. #INBOUND14 Choose The Stage You Want
  24. 24. #INBOUND14 Create Your Personalized Content
  25. 25. #INBOUND14 Check Your Work
  26. 26. #INBOUND14 PERSONALIZING BY PERSONA & INTEREST
  27. 27. #INBOUND14 Use a page with a Rich Text Module
  28. 28. #INBOUND14 Choose The Type of Smart Content You Want
  29. 29. #INBOUND14 Choose The List You Want
  30. 30. #INBOUND14 Create Your Personalized Content
  31. 31. #INBOUND14 Check Your Work
  32. 32. #INBOUND14 PERSONALIZING TO FIRST-TIME VISITORS NEW!
  33. 33. #INBOUND14 Choose The Personalization You Want
  34. 34. #INBOUND14 4 AVOIDING PITFALLS IN PERSONALIZATION
  35. 35. Technology has made This easy to do
  36. 36. It has not made it easy to do well.
  37. 37. History is littered with personalization attempts gone wrong
  38. 38. #INBOUND14 Start Small. Get this Right.
  39. 39. #INBOUND14 Be Useful, Not Clever.
  40. 40. #INBOUND14 Dont Restrict Options
  41. 41. #INBOUND14 Remember This SEO Rule
  42. 42. #INBOUND14 Thanks For Your Time. Happy (responsible) Personalizing!