2. DAVID CUNNINGHAM
DIRECTOR of MARKETING
@gdc75
linkedin.com/in/gdavidcunningham
INTRO.
KARL WIRTH
CEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
#personalizecontent
4. Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to personalize the digital
experience for every visitor.
All without IT.
#personalizecontent
5. #personalizecontent
Percussion Software's award-winning web
content management system is used by
higher education, government agencies,
financial institutions, and businesses
to create engaging, effective content that
looks great on any device.
6. AGENDA.
The challenges of content marketers today
How to keep great content from getting lost on your
content rich website
Personalization techniques that increase conversion
rates
#personalizecontent
12. #personalizecontent
Your audience will consume around three pieces of content on
your website for every one piece you can realistically complete
and deliver. – Forrester Research
29. CAPTURE BEHAVIOR
(visually out of the site)
UNDERSTAND
PERSONA – INTENT
#personalizecontent
RESPOND IN
REAL-TIME
Per-Visitor, User, Account
Anonymous to Named
Clickstream, Context, Tags
Time on page and in
category
Progress in funnel
Attributes, Transactions
Form Fields, Surveys
History from other systems
Set up rules to segment
Analyze differences amongst
segments
Visually browse site and
target communications.
Personalize site in <300ms
31. RELATIONSHIP: Visit occasionally
PERSONA: Personal investor
INTENT: Read 1 article then leave
1. UNDERSTAND PERSONA-INTENT 2. RESPOND
Comes in deep-linked to article
Spends 5 minutes reading, leaves
Take a tour of MarketWatch.
See what else we can offer. Start ›
32. WHAT WE ARE DOING.
Progressive
interaction with
our visitors
34. Define your personas
Create great content for your personas
Personalization is a dialogue, not a monologue
Measure and analyze
What are you waiting for?
#personalizecontent
35. Q&A
www.percussion.com
Learn more about Percussion at
www.percussion.com
twitter.com/percussion
linkedin.com/company/percussion-software
facebook.com/percussionsoftware
#personalizecontent
www.evergage.com
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/demo
twitter.com/evergage
linkedin.com/company/evergage
Notes de l'éditeur
David to intro.
Karl will speak here
Karl will speak here
David speak here
Karl will speak here
Dan?
As a company or marketing team, you can make the decision that content is important and give it staff and a budget, but you can’t create it for the sake of creation
If content is going to drive business, it has to connect with your audience so that they want to stay on your website and keep interacting with you
Karl speak here
In order to create content that engages, there has to be something about it that speaks to your audience
When your content is a conversion tool, it has to speak to the specific needs of your ideal buyer
Humans are great at filtering out information they don’t immediately recognize as critical or relevant—you know this for a fact if you’ve ever tried talking to a teenager
If you have multiple buyer personas, targeting visitors with the right message gets a little more challenging because you have to create content for each of them, and then make sure they see it when visiting your site
Karl speak here
Even as content marketing has grown, many marketing teams still struggle to produce as much content as they think they will need to move the needle in the right direction
Quality and relevance are important, it’s not just about quantity
But it’s an ongoing effort that gives repeat visitors a reason to keep coming back until they are ready to become customers—one blog post, one white paper is rarely enough to feed that relationship
Dan?
If generating enough content is not a problem, chances are you’re on the other end of the spectrum:
You have great content and lots of it, and enough so that really great content gets lost in the shuffle and never reaches its intended audience
We’re all extra impatient on the web, and want both the ability to get plentiful information on any subject, and also to get exactly what we want as quickly as possible—you don’t want visitors to your site having to work hard to find information once they get there—the good stuff should rise to the top.
Marketers can use personalization to help filter for only what the audience is interested in
Karl speak here
Karl wrap up and do transition
Dan to talk here.
Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
Understand a visitor’s interest from the content they search for and consume, then promote relevant articles based on tags, categories, topics and authors.
Welcome new or returning visitors and point out relevant content based on referring source or past behavior. Keep visitors engaged by introducing other relevant content!
Dynamic CTAS! Don’t waste valuable real estate on irrelevant sliders or out of date CTAs. Promote the right CTA for each visitor at the right time.
Dynamic CTAS! Don’t waste valuable real estate on irrelevant sliders or out of date CTAs. Promote the right CTA for each visitor at the right time.
What does it take to do this
Understand big data
Respond in real-time
Convert better
Karl to talk here
David will jump in with his own examples
RPI – Karl, please add any additional methodology slides after
Karl to talk here
Dan will jump in with his own examples
Depending on the interests of our visitors and/or past actions – we serve the most relevant/up to date content.