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Personalizing your Marketing with Smart Content

Meghan Keaney Anderson

Director of Product Marketing, HubSpot

Fun Fact: My first job was painting donkeys for ceramic nativity scenes.

@MeghKeaney

MeghanKeaneyAnderson

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Why personalize?

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You’ve all heard this statistic…

86% percent of people ignore ads

82% of people say they ignore ads.

Source: GooTechnologies

74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. 

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You probably know this fact…

Leads who are nurtured with targeted content produce a 20% increase in sales opportunities

Source: DemandGen

In-house marketers who personalize their web experiences see on average a 19% uplift in sales

Source: A 2013 Monetate/eConsultancy 

1. Define personas2. Determine friction points3. Choose personalization techniques

Steps to develop a personalization strategy

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Define Personas 1

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Define Your Personas

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2 Determine Friction Points

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Where are decisions happening in your marketing?

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What factors hold up decisions on your site?

Pricing Pages Testimonials

Geographic ReferencesConversion points Challenge Scanning

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3 Choose the Right Personalization Technique

1 Personalize by Lifecycle Stage

2 Personalize by Persona and Interest

3 Personalize for First Time or “Anonymous”

Visitors

You’ll learn how to:

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Follow along if you’d like...

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PERSONALIZING BY CUSTOMER LIFECYCLE

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Use a page with a Rich Text Module

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Choose The Type of Smart Content You Want

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Choose The Stage You Want

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Create Your Personalized Content

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Check Your Work

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PERSONALIZING BY PERSONA & INTEREST

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Use a page with a Rich Text Module

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Choose The Type of Smart Content You Want

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Choose The List You Want

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Create Your Personalized Content

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Check Your Work

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PERSONALIZING TO FIRST-TIME VISITORS

NEW!

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Choose The Personalization You Want

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4 AVOIDING PITFALLS IN PERSONALIZATION

Technology has madeThis easy to do…

It has notmade it easy to do well.

History is littered with personalization attempts gone wrong…

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Start Small. Get this Right.

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Be Useful, Not Clever.

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Don’t Restrict Options

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Remember This SEO Rule

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Thanks For Your Time.

Happy (responsible)

Personalizing!