elevated third | Denver Raleigh Seattle
DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR OUTREACHELEVATED THIRD
Judd MercerCreative Dir, Elevated ThirdUX Strategy + Design
SEGMENTATION !=PERSONALIZATION
BroadPassiveHarder to ScaleTechnically Simpler
PERSONALIZE1:1ReactiveScalesRequires 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 PAGESClassic landing pages for each segment offers some form of relevancy. But they are narrow and static.
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PERSONALIZED SITESMerging 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 LiftProfile Manager
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What it tells you: An individual’s journey across tagged properties using UTM parameters (particularly email).
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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 KPIsCPCCTR PageviewsBounceConversion Rate
PERSONAL KPIsCPCCTR PageviewsBounceConversion Rate
X Variation}
MEASURINGVARIATIONFilter analytics by triggering events to tell a more relevant story about a very small set of users.
SIGNAL VS NOISE NOISE NOISE NOISENOISE NOISE.
REDUCE, REUSE AND RECYCLE CONTENT.
Total Content
Content to Personalize
4x Variations
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Personalized experience across pages
ROI
ContentEffort
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 AdsLinkedInConnections
Paid Social
Highly polished campaign.
Lack of personalized website.
Personalized website
Generic website
CAMPAIGN TRAFFIC
Personalized Website
1:1 Emailoutreach
Colleague referral
Signature banner directs directly webinar
Custom Drift Bot
WebinarSignup
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
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