Unleashing the Power of Personalization

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Five essential steps to drive deeper engagement with your website

Transcript of Unleashing the Power of Personalization

  • A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Unleashing the Power of Personalization Five Essential Steps to Drive Deeper Engagement With Your Website Webinar: September 2011
  • 1 1. Understanding True Personalization 2. Why Personalize? 3. Five Essential Steps to providing a richer, personalized web experience 4. Leveraging Technology 5. Examples Agenda
  • 22 On Personalization
  • 3 Personalization: What is it? What does Personalization mean in the context of online marketing? An effort to differentiate yourself, based on making what youre selling unique to each prospect. Interacting with prospects on a personal level: delivering content that speaks directly to their needs. Based on the original concept of one-to-one marketing, technology has made this concept easier to execute.
  • 4 Ineffective Personalization The type of personalization thats superficial and doesnt add any value for visitors Using data elements such as a name, gender, geography
  • 5 Personalization: What it needs to be To turn visitors into customers, you need to engage them at every step of their buying journey Buyers evolve as they go through the buying cycle Buyers get more sophisticated in their knowledge of the industry, market, product features. True Personalization should be richer and deeper and engage the customer in context through an understanding of their behavior and disposition.
  • 66 Personalization: Why it Matters
  • 7 Personalization: Why it Matters Engage your customer or lose her to the competition Prospects are more informed than ever. A deeper, richer Web experience keeps customers engaged. A better engaged prospect is that much closer to a sales-ready lead.
  • 8 Importance of Engagement Moving people from consideration to commitment is the most important path of the sales process also the most necessary Marketing Sherpa B2B Benchmarking Report
  • 9 When is the Best Time to Engage? Engaging customers at their point in the buying cycle, with relevant content that promotes action, is key.
  • 1010 The Role of Technology
  • 11 1995 Informational Brochure-ware Webmaster bottleneck 2000 Transactional IT-driven Commerce Portals Personalization 2007 Persuasive Marketing-driven Focus on business solution 2011+ Contextual Social Personal Interactive Mobile The Evolution of Web CMS Web CMS Solutions such as Sitecore offer the capability of rich context-driven experiences
  • 12 1. Understanding the customerstep into their shoes 2. Align with their expectationsunderstand their mindset 3. Know them better than themselvesaugment your data Understanding Context Context is about leveraging information about the prospect to optimize the interaction and engagement across all channels Although the rudiments of context- aware computing have been around for some time now, it is a disruptive technology that has the potential to be a real game changer in terms of competitive advantage Gartner 2009
  • 13 Technology is only the enabler The content and experience offered by solutions like Sitecore, is driven by the visitor context but You need to better understand the journey your prospects take, and travel it with them. Learn what they want/need at each stage of the buying cycle Deliver relevant content to keep them engaged Nurture them to the finish line. Technology can enable deep insights into potential buyers. Delivering personalized content, in a timely manner, is what will turn a visitor into a prospect.
  • 14 Visitor generated: Implicit information captured from the website journeythe digital footprints left by the visitor Indicators of preference, predispositions, lead maturity Visitor supplied: Explicit information supplied by the visitor as they complete questionnaires, quizzes and other facilities Common demographicsname, age, gender, interests Externally supplied: Information captured by external service providers, emerging context-enriched services Location, presence, social attributes, cross-vendor buying habits Identifying Visitor Context Context can be identified through implicit, explicit or external meansall of which are integrated or interface with the CMS
  • 1515 The Five Essential Steps to enabling true Personalization
  • 16 1. Define the Buyer and the Buying Cycle Build the profile, analyze the profile and respond to the prospect 2. Understand the Buyers Disposition Read the prospects Digital Body Language and respond to their needs 3. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters 4. Align content to the profiles Content will speak directly to a prospect profile 5. Leverage the platform Use the Sitecore DMS Rules Engine and Analytics to drive the engagement cycle 5 Steps to enabling true Personalization eDynamic uses five steps to achieve contextual engagement that aligns with customer expectations and drives acquisition Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  • 17 Step 1. Understand your Buying Cycle There are typically 5-6 stages customers pass through from the point of need recognition to a purchase decision Understand your customers mindset through the buying cycle journey Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  • 18 Step 2: Understand Disposition What are the triggers and tripwires that turn someone into a buyer? How do you determine them? Understand a visitors digital body language Use lead scoring, analytics, feedback to build a profile what did customer look at last time? Based on past behavior, what do they want to see this time? Learn which triggers indicate prospects are ready to move to the next stage Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  • 19 Step 2 contd: Understand Motivators Identify and prioritize your customers pain points or Motivators Some Examples: Operational Efficiency Increase Revenue Cost Savings Membership Rewards Compliance Risk Mitigation Sell More Rooms/Seats
  • 20 Step 2 contd: Understand the Triggers Once you understand a prospects disposition, its time to move them forward Using the profile and lead scoring analytics, serve specific content that matches the prospects disposition. Examples: If a lead is still in the information gathering phase, serve a white paper that delivers more details about product benefits If a lead is in the vendor evaluation phase, deliver a Webinar or Video that talks about your differentiators Information Gathering Vendor Evaluation Purchase Decision
  • 21 Step 3: Profile and Segment your Audience Who is buying from you? Understand the distinct buying groups within your prospect population Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  • 22 Understand segmentation attributes Demographics Needs Behavior Others Segment group guidelines Mutually exclusive Homogeneous Substantial Step 3 contd: What to Consider for Segmentation Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size
  • 23 Step 4: Align Content to the Segmentation Identify content that addresses customer expectations. Consider buying cycle, segmentation, pain points/motivators Define Buyer & Buying Cycle Understand Buyer Dispostion Profile and Segment Align Content to Profiles Implement the Platforms
  • 24 Mapping content Per stage in the buying cycle Per segment Put yourself in their shoes What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be overcome? Step 4 contd: Creating a Content Map Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would
  • 25 Step 5: Leverage the Platform Once you better understand the buying cycle, who is buying from you, and why, you can deliver the content at the right time. Build the Rules Understand and align the messages with the segment and their objecti