In the conclusion of this 3-part webinar series, our marketing experts will share their proven tips and tricks to help you execute a successful personalization campaign. This includes setting up a process for easy, repeatable execution, making the necessary transition to omnichannel, and best practices for measurement. Join the final webinar of our Acquia Lift + Mautic Series on Thursday, 9/19 @ 10:00AM ET to find out how to optimize your modern B2B customer experience by embracing open marketing and personalizing across multiple channels, identifying the right metrics to measure, and monitoring performance for all of your campaigns. In this webinar, we’ll cover: - How to optimize your personalized customer experience - Setting up your teams for success - Transitioning to omnichannel - The right metrics to measure to ensure success in your modern CX - How Acquia Lift in conjunction with Mautic makes executing personalized campaigns easier than ever Missed parts 1 and 2 of our Acquia Lift + Mautic Webinar Series? Don’t worry! Catch up here: Part 1: New Requirements for Building a B2B Customer Experience / Part 2: New Requirements for Personalizing Your B2B Customer Experience

1. The New Requirements for
Optimizing Your Modern
B2B Customer Experience
September 19, 2019

2. Speakers
Katie Staveley
VP of Marketing, Mautic
Meagan White
Director of Marketing Programs, Acquia

3. We provide the world’s most ambitious brands with technology that
allows them to embrace innovation and create customer moments that
matter. At Acquia, we believe in the power of community — giving our
customers the freedom to build tomorrow on their terms.
THE OPEN SOURCE
DIGITALEXPERIENCE COMPANY
WHO WE ARE
94% Customer
Satisfaction Rating
Leveraging Drupal,
the Largest Open
Source Community
4,000+ Customers,
including 1,800
Enterprises
30+
Fortune 100
Customers
900+
Employees
Global
Partner
Program
GDPR
Ready
90%
Expansion
of R&D

4. ● How to optimize your personalized customer experience
● Setting up your teams for success
● Transitioning to omnichannel
● The right metrics to measure to ensure success in your
modern CX
● How Acquia Lift in conjunction with Mautic makes
executing personalized campaigns easier than ever
In this webinar, we'll cover:

5. Impact of
Personalization

6. 6 © 2018 SiriusDecisions. All Rights Reserved
@siriusdecisions
The ROI of Personalization
“Demand-gen strategy that includes persona-based personalization and
customization yields 2x the average sales pipeline.“
- SiriusDecisions
•Engages buyers earlier and more effectively
•Focuses messaging, increases precision of targeting
•Creates shared understanding among marketing, sales, and product
•Improves sales productivity

7. 7 © 2018 SiriusDecisions. All Rights Reserved
@siriusdecisions
State of Personalization
Organizations are starting to view personalization as more than a buzzword, with investments
and importance increasing over the next 12 months.
Personalization Use
Source: SiriusDecisions 2017 Personalization Study
46%Sales 71% Marketing
Future Spend
49%plan on
increasing their
spend “greatly”
or “significantly”
Activities
Pilot Program
• Social Media
Marketing
• Email
• Direct Mail
Full Program
• Web Site
• Online Advertising
• Landing Page

8. Personalization in
practice

9. Start with the End in Mind
Reverse engineer your strategy based on
your business objectives
● Know your personalization goals
● Work with your department leads to understand
critical contact fields, types, and labels
● Do your homework - evaluate the data: what do
you have today and what do you need to start
collecting?
● Crawl-Walk-Run - start slow and build up
● Evaluate on a regular basis

10. 10 ©2018 Acquia Inc. — Confidential and Proprietary
CRAWL
Activate low-hanging fruit
● Start immediately
● Low effort
● Fast results
WALK
Build on the foundation
● Expanded content
● Larger dataset
● Medium to high effort
RUN
Complexity that delivers
high impact
● Extensive content library
● Highly targeted segments
● Sophisticated journey and
rules
A 3 Step Approach to Personalization Success

11. Geolocation
Marketing
Campaigns
Visit Frequency
Browsing Behavior Pages Viewed Known Information
Device/System
Completed Events
CRM Integration
Cross-Channel
Behavior
Combination of
Above
CRAWLWALKRUN

12. Feeding the Content
Beast

13. INVEST IN THE RIGHT TYPE OF CONTENT
of B2B buyers rely on content
to make buying decisions
51%
want input from industry
thought leaders
96%
are looking for case studies view three to five pieces of
content before talking to a
salesperson
73% 47%
- DemandGen Report

14. Perform a content audit
What content do you have and for who?
What’s missing?
– By persona, topic, stage, asset type,
value prop etc
– Is it still relevant?
– Can it be refreshed?
– Can it be repurposed into different
types for consumption?

15. VP eCommerce
eCommerce
Merchandiser
Agency CEO
Digital Marketing
User
Site Builder
IT Buyer
VP of Digital Services,
VP of Digital Platforms,
VP of Digital Ops, CIO,
CTO,
VP of MarTech etc.
Site Admin
Front-End
Developer
Back-End
Developer
Site Architect
DECISION
MAKERS
Digital
Marketing
Buyer
Chief Digital Officer,
VP of Digital, Director
of Digital, etc.
Agency CTO
BUILDERS
MAINTAINERS
Establish your personas

16. ©2016 Acquia Inc. — Confidential and Proprietary
What kind of content should you create?
Understand the types of content
you will need to support visitors
across the buyer’s journey
eBook
Blog
Video
How-to
Educational webinar
Infographic
Awareness ConversionEvaluation
FAQ
Product webinar
Analyst / 3rd party review
Datasheet
Case study Buyer guide
Technical Whitepaper
Demo
Trial
Consultation
ROI calculator
Customer kits
Customer reviews
User manuals
Top of funnel
Awareness / Education
Middle of funnel
Evaluation / Consideration
Bottom of funnel
Conversion / Purchase

17. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Goal: Empower Marketing team to take control of
website and look at website’s role in marketing
ecosystem
Solution: Built new site in Drupal 8 leveraging Acquia
Lift to personalize Workfront’s marketing efforts
across platforms.
The Result:
- 21% increase in MQLs from targeted audiences
- 24% increase in content consumed per visit
- 30% increase in time on site
- 32% drop in bounce rate
- 73% decrease in site load time
Replatforming with
Personalization Top of Mind

18. INVEST IN THE FUNDAMENTALS OF YOUR CX
Make sure that the fundamentals of your customer experience are on point.
Visit www.acquia.com/cx
ACTION: Customers want a digital customer experience that’s reliable, easy to navigate, convenient, and
personalized. They should be able to find the information they’re looking for easily, then be able to seamlessly
navigate from browsing to purchasing or conversion.
will quit a brand after a bad interaction.
strongly agree that brand engagements need to be convenient.
say brands are behind the times with customers – online and off.

19. ©2017 Acquia Inc. — Confidential and Proprietary
– Demand gen, web, and PR working together to build a
global thought leadership-driven campaign
– Global survey among 5,504 respondents consisting of:
– 5,003 consumers
– 501 marketers
– Findings of the research repurposed into consumable
content types and promoted through multiple channels
– Personalized experience based on geo at
www.acquia.com/cx leveraging Acquia Lift
– Results:
– Nearly 10K+ page views, decreased bounce rate by
9%, increased time on page by more than a minute
Closing the CX Gap: Customer
Experience Trends Report 2019
VISIT
acquia.com/CX

20. Optimizing for your
audience

21. Set the Success Metrics
1. Soft Metrics (aka Vanity Metrics): Improved User Experience
a. Ex: brand experience, engagement, time on site, bounce
rate, click-thrus, downloads
2. Hard Metrics: Improved Conversions
a. Ex: lead generation, conversion, sales, event completes,
products/services purchased
3. Information Gathering: Anonymous to Known
a. Ex: unique identifiers, customer vs. non-customer,
location, product interests

22. SiriusPerspective:
@siriusdecisions 22 © 2018 SiriusDecisions. All Rights Reserved
Return: Metrics and Measurement
The SiriusDecisions Metrics Spectrum characterizes marketing metrics in classes that
together provide a comprehensive picture of personalization program measurement.
Counts of actions taken
•Clicks
•Visits
•Bounce rates
Activity
Quantifies the direct
results of actions
•Inquiries
•MQLs
•SQLs
Output
Describes effects against
business goals
•Revenue
•Market share
•Profit
Impact
Preparedness
to perform
•Database size/reach
•Content audit
•Segmentation
Readiness
Class Measure Description

23. Three Types of Data Collection
– Device Type
– Operating System
– Geolocation
– New/Returning Visitor
– Time/Date of Visit
– Marketing Campaign
referrals (UTM)
– Pages viewed
– Time on site
– Visited X page
– Viewed page X times
– Clicked on X content
– Downloaded X asset
– Product purchased
(customer)
BASELINE ACTIVITY
– Funnel stage
– Preferred content
– Favorite product
– Preferred channel
– Visitor/buyer “type”
BEHAVIORAL

24. ©2016 Acquia Inc. — Confidential and Proprietary
What does it mean to be data-driven?
Establish a data-driven culture
Data-drivenness is about building tools, abilities, and, most
crucially, a culture that acts on data. A data-driven organization
has a improvement mindset and continually tests.
Data-driven organizations:
– Collect data
– Have open data access
– Analyze data to understand why outcomes occurred

25. Set your team up for
success

26. 2019 MarTech Landscape
A whopping 7040 SOLUTIONS!
Another year of 3% YoY growth
– over 200 new solutions added
– 41% increase since 2017
More technology = more complexity

27. Characteristics of Open Technology
No limits to basic needs
– Native functionality built for business users
– Access for all the users you need
– Ingest any amount and type of data
Free movement of data
– Move through your systems freely
– Enables better personalization
– Own your data: access to all of it, not just some
Flexibility
– Supports simple and sophisticated
– Enhancements that can easily be switched on or off
– Allows you to test, iterate, succeed, repeat

28. Symptoms & Side Effects
● Inefficient data sharing
● Data collisions
● Resistant to change (rigid, inflexible)
○ High likelihood of downtime
○ Slowed performance
○ Saps your team’s energy and time
● Individual sport vs team sport
● Difficult to truly personalize the experience
Worst of all: You have to adapt and compromise to work with the
technology, rather than having the technology work to support you -
your workflows, team, process, and strategy.
Beware of Frankenstack
Dangers of a disconnected toolset (and team)

29. Acquia can help businesses at any stage
of their digital maturity or personalization
strategy on the path to better customer
experiences
Acquia’s Solutions for Marketers

30. 3
2
1
Personalized Content
Deliver personalized content to both known and
unknown visitors in real-time
Campaign Management
Easily track and manage all your cross-channel
campaigns
Segment Builder
Segment your visitors based on a variety of criteria in
order to deliver targeted campaigns
4
Campaign Builder
Quickly create and schedule A/B/n tests and
targeted personalization campaigns
5
Analytics
Make data driven decisions based on visitor behavior
Improve
customer
engagement by
delivering a
personalized
experience
Acquia for Marketers

31. Acquia Journey
Connects to any disparate systems and touchpoints to orchestrate advanced DXP
use cases
Acquia Profile Manager
Collect data to build unified user profiles and segment visitors
based on unique characteristics
Acquia Lift
Personalize website content to
drive engagement,
conversions, and loyalty
Acquia’s Solutions for Marketers
Mautic
Multi-channel campaign
automation for web, email,
mobile, text

32. ICYMI: Parts 1 and 2 of this Webinar Series
Part 1: New Requirements for Building a B2B Customer Experience
www.acquia.com/resources/webinars
Don’t worry if you missed the first 2 sessions!
Catch up on-demand:
Part 2: New Requirements for Personalizing Your B2B Customer Experience

33. November 11-13
Hyatt Regency New Orleans
New Orleans, LA
Promo Code: GETENGAGED
*Discount is for $200 off ticketed price. Discount code not
to be combined with other offers. Valid for existing
customers & those evaluating Acquia; not valid for partners.
JOIN US!

34. Thank you for joining!
Questions?