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Unleashing the Power of Personalization

Five Essential Steps to Drive Deeper Engagement With Your Website

Webinar: September 2011

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1. Understanding True Personalization 2. Why Personalize?3. Five Essential Steps to providing a richer,

personalized web experience4. Leveraging Technology5. Examples

Agenda

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On Personalization

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Personalization: What is it?

What does “Personalization” mean in the context of online marketing?

• An effort to differentiate yourself, based on making what you’re 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.

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Ineffective Personalization

The type of personalization that’s superficial and doesn’t add any value for visitors

• Using data elements such as a name, gender, geography…

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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.

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Personalization: Why it Matters

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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.

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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

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When is the Best Time to Engage?

Engaging customers at their point in the buying cycle, with relevant content that promotes action, is key.

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The Role of Technology

121995Informational•Brochure-ware•Webmaster bottleneck

2000Transactional•IT-driven•Commerce•Portals•Personalization

2007Persuasive•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

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1. Understanding the customer—step into their shoes2. Align with their expectations—understand their mindset3. Know them better than themselves—augment 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

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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.

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Visitor generated: Implicit information captured from the website journey—the “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 demographics—name, 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 means—all of which are integrated or interface with the CMS

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The Five Essential Steps to enabling true Personalization

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1. Define the Buyer and the Buying Cycle Build the profile, analyze the profile and respond to the prospect

2. Understand the Buyer’s Disposition Read the prospect’s 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

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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 customer’s mindset through the buying cycle journey


Cycle

Understand Buyer

DispostionProfile and Segment


Implement the

Platforms

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Step 2: Understand Disposition

What are the triggers and tripwires that turn someone into a buyer? How do you determine them?

• Understand a visitor’s “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


Cycle

Understand Buyer

Dispostion

Profile and Segment


Implement the

Platforms

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Step 2 cont’d: Understand Motivators

Identify and prioritize your customer’s “pain points or Motivators”

Some Examples: Operational Efficiency Increase Revenue Cost Savings Membership Rewards Compliance Risk Mitigation Sell More Rooms/Seats

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Step 2 cont’d: Understand the Triggers

Once you understand a prospect’s disposition, it’s time to move them forward

• Using the profile and lead scoring analytics, serve specific content that matches the prospect’s 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

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Step 3: Profile and Segment your Audience

Who is buying from you? Understand the distinct buying groups within your prospect population


Cycle

Understand Buyer

Dispostion

Profile and Segment


Implement the

Platforms

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Understand segmentation attributes

Demographics Needs Behavior Others…

Segment group guidelines Mutually exclusive Homogeneous Substantial

Step 3 cont’d: What to Consider for Segmentation

Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size

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Step 4: Align Content to the Segmentation

Identify content that addresses customer expectations. Consider buying cycle, segmentation, pain points/motivators


Cycle

Understand Buyer

Dispostion

Profile and Segment


Implement the

Platforms

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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 cont’d: Creating a Content Map

Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would

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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

objections Create rules to deliver content Per segment: Job title, industry vertical, etc. Per stage in the

buying cycle: Info gathering, vendor evaluation, etc.


Cycle

Understand Buyer

Dispostion

Profile and Segment


Implement the

Platforms

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Leveraging SitecoreDMS behind the scenes

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The Journey from Visitor to Sales Lead

Understanding Leads to Success: The more you know about your prospects, more likely they are to become customers.

• When you know what drives your prospects, you can take the journey with them

• The customer is better engaged with what you’re offering

• An engaged customer is closer to purchase

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Putting it into Action with Sitecore DMS

Sitecore DMS is the Personalization Enabler

• Sitecore automation module (Digital Marketing Solution, or DMS) can implement your trigger rules and automate delivery of the content.

• Start by considering your triggers and rules…

Information Gathering Vendor Evaluation Purchase Decision

Trigger: Visit to “About us” age

Trigger: Demo Request

Trigger: Pricing Request

Rule: Deliver White Paper

Rule: Deliver Demo Webinar

Rule: Initiate Sales one-on-one

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A Sitemap based on Rules

Develop a wireframe sitemap based on your rules

• Your wireframe sitemap helps you map out who sees what, and when.

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Implement the Rules with Sitecore

Deploy the segments and implement your rules in Sitecore

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Examples

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Example: B2C Web site

A visitor comes to a cycling company looking for a new bike. First visit, he sees the home page…

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On his next visit, we leverage the data collected on his first visit to present information based on his behavior…

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When he’s in the “purchase evaluation” phase, we present him with where he can buy.

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Example: B2B Web site

The B2B space is more challenging, but prospects can still be engaged on a personal level

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The more info you have about a visitor, the more targeted you can make your content…

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… delivering the key information on the products and solutions that suit their needs.

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