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How to Increase Conversions
With Marketing Personalization
Mathew Sweezey
Principal of Marketing Insights,
Salesforce.com
...
@Uberflip#uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
@Uberflip#uberwebinar @msweezey
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)
J...
STICK AROUND
FOR A DEMO
@msweezey@Uberflip#uberwebinar
Content MarketingIsn’t about mass publishing content. Rather it is about
understanding what...
@msweezey@Uberflip#uberwebinar
ContentSeth Godin writes “Permission Based Marketing” in
1999. Becomes a National Best Sell...
@msweezey@Uberflip#uberwebinar
“media Companies”
Should we all be?
@msweezey@Uberflip#uberwebinar
@msweezey@Uberflip#uberwebinar
InfluenceAmount of consumption
does not equal
influence from content
marketing.
@msweezey@Uberflip#uberwebinar
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
71% Of B2B Buyers...
@msweezey@Uberflip#uberwebinar
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
25% Of them will ...
@msweezey@Uberflip#uberwebinar
Media Made money Because they
owned the relationship. Not because
they mass published media...
@msweezey@Uberflip#uberwebinar
Relationship > CONTENT
We should learn…..
Campaign
CONVERSIONS
@msweezey@Uberflip#uberwebinar
Scale Relationship building
not Automate content
Creation.
We should then…..
@msweezey@Uberflip#uberwebinar
Nobody says
“I want content”They decide engage with content to
solve goals, they engage wit...
@msweezey@Uberflip#uberwebinar
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
...
@msweezey@Uberflip#uberwebinar
Experiences which fulfill purpose are best
#likeagirl campaign is watched by over 57 millio...
@msweezey@Uberflip#uberwebinar
more often than they do
those that simply urge
them to buy the product
being advertised. As...
@msweezey@Uberflip#uberwebinar
Purpose is
“Contextual”So depending on their
state of mind may depend
on the purpose they a...
@msweezey@Uberflip#uberwebinar
EscapePeople wanting to escape will lean on
self discover and social channels.
They are loo...
@msweezey@Uberflip#uberwebinar
@msweezey@Uberflip#uberwebinar
LearnPeople wanting to learn are
looking on ways to be better at
what they care about. This...
@msweezey@Uberflip#uberwebinar
WARNING: You engaging with this
presentation is you “Learning”.
@msweezey@Uberflip#uberwebinar
SeekPeople wanting to seek will
dedicate time to search, learn,
and solve. They are looking...
@msweezey@Uberflip#uberwebinar
1.4 Trillion hours/day
are spent online every day in the United
States
@msweezey@Uberflip#uberwebinar
PresencePeople want to be present in all scenarios possible. This means
being active, as we...
@msweezey@Uberflip#uberwebinar
28% of all online usage
Social networks account for
@msweezey@Uberflip#uberwebinar
Question 1
@msweezey@Uberflip#uberwebinar
“A” or “b”How do you manage your
email in box?
@msweezey@Uberflip#uberwebinar
“We now disqualify
before we qualify”
@msweezey@Uberflip#uberwebinar
Question 2
@msweezey@Uberflip#uberwebinar
“A” or “b”How do you download data?
@msweezey@Uberflip#uberwebinar
“We batch
research”
@msweezey@Uberflip#uberwebinar
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels....
@msweezey@Uberflip#uberwebinar
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels....
@msweezey@Uberflip#uberwebinar
John,
I noticed an article on Content experience,
and thought you might like to give it a l...
@msweezey@Uberflip#uberwebinar
2x-4x increaseIn content conversions when using
Rich text vs full HTML in nurturing
emails.
@msweezey@Uberflip#uberwebinar
Lead Nurturing Wins
Using the 3-2-1 technique
of lead nurturing eCornell
has been able to s...
@msweezey@Uberflip#uberwebinar
How to automate
relevance
Most of the mobile
media about our
business isn’t created
by us.
@Uberflip#uberwebinar @msweezey
“Our end goal is to present the
customer with content that is
relevant, not invasive”
-Kim...
@Uberflip#uberwebinar @msweezey
Marketing now knows every interaction
they company has had with the person
across external...
Marketing Sales
Service
Single
Customer
View
Automation Platform (s) CRM
System of relevance
Allows for
plug and play
inte...
@msweezey@Uberflip#uberwebinar
Distribution at
scale
Learn how to distribute
to those you don’t know
You no longer compete with those in your own industry, but rather the
best of those fields. Consumer are now comparing all...
You no longer compete with those in your own industry, but rather the
best of those fields. Consumer are now comparing all...
@msweezey@Uberflip#uberwebinar
You no longer compete with those in your own industry, but rather the
best of those fields....
@msweezey@Uberflip#uberwebinar
15%
Increase in revenue for those companies
who can transform their idea of individual mome...
@msweezey@Uberflip#uberwebinar
ZERO CLICKIs the goal of the future. Having the
correct content brought to the
person rathe...
This Is the old way of thinking about
conversion. How do we make content,
and drive people to it. Now we take a new
approa...
@msweezey@Uberflip#uberwebinar
Companies using predicative
content on average are seeing
an increase in revenue by 15%.
Pr...
@msweezey@Uberflip#uberwebinar
416%
Demandbase underwent a new optimization of their website.
They began changing their we...
@msweezey@Uberflip#uberwebinar
Predictive Content
Conversion Rate Lift
from Email
25%
Website
Revenue Lift
10%
Click Throu...
Achieved a 30% reduction in sales cycle length in
their industrial storage business within one year, and
another 25% reduc...
@Uberflip#uberwebinar @msweezey
Personalization
Segmentation
@Uberflip#uberwebinar @msweezey
Segment Based on What?
Properties
Job Title
Industry
Geography
Persona-related
Behaviors
C...
@msweezey@Uberflip#uberwebinar
TAILOR THE
CONTENT
EXPERIENCE
@Uberflip#uberwebinar @msweezey
We put the ability to manage and leverage the
content experience in your hands.
@Uberflip#uberwebinar @msweezey
With built-in tools to:
RESPONSIVE
DISCOVERABLE
SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEA...
@Uberflip#uberwebinar @msweezey
Resource Center Blog Upgrade Content Library Sales Enablement
UBERFLIP USE CASES
@Uberflip#uberwebinar @msweezey
QUESTION TIME!
Mathew Sweezey
Principal of Marketing Insights,
Salesforce.com
@msweezey
Ha...
THANK YOU!
FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
READCASESTUDY
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How to Increase Conversions With Marketing Personalization

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For today’s buyers, mass marketing tactics come across as nothing more than just another business vying for attention in a crowded internet. The only messages that stand out are the ones that speak directly to the people you’re trying to reach—who they are, where they’re coming from and what they really want.

One-to-One Marketing, or personalized marketing, is the future of how companies will communicate with customers.

In this presentation, Salesforce's Mathew Sweezey, author of Marketing Automation for Dummies, explains how to go beyond audience segmentation and start implementing true marketing personalization.

Publié dans : Marketing
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How to Increase Conversions With Marketing Personalization

  1. How to Increase Conversions With Marketing Personalization Mathew Sweezey Principal of Marketing Insights, Salesforce.com @msweezey Hana Abaza VP Marketing, Uberflip @hanaabaza
  2. @Uberflip#uberwebinar @msweezey We will send the recording. Questions? We’ve got answers! (At the end of the webinar J)
  3. @Uberflip#uberwebinar @msweezey We will send the recording. Questions? We’ve got answers! (At the end of the webinar J) Join in on
  4. STICK AROUND FOR A DEMO
  5. @msweezey@Uberflip#uberwebinar Content MarketingIsn’t about mass publishing content. Rather it is about understanding what content’s role is in building a relationship in the infinite media environment with contextual content. From there, you can then easily build automated programs for distribution, net new lead generation, conversion, and manage the infinite amount content being create about you with a solid understanding of mindset. That is how you will create a content marketing machine which will automate your goals. “Automating”
  6. @msweezey@Uberflip#uberwebinar ContentSeth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing.
  7. @msweezey@Uberflip#uberwebinar “media Companies” Should we all be?
  8. @msweezey@Uberflip#uberwebinar
  9. @msweezey@Uberflip#uberwebinar InfluenceAmount of consumption does not equal influence from content marketing.
  10. @msweezey@Uberflip#uberwebinar 71% of B2B buyers have been disappointed by content -Pardot research 2013 71% Of B2B Buyers Have been disappointed with content -Pardot Research Report 2013
  11. @msweezey@Uberflip#uberwebinar 71% of B2B buyers have been disappointed by content -Pardot research 2013 25% Of them will never engage with your content again -Pardot Research Report 2013
  12. @msweezey@Uberflip#uberwebinar Media Made money Because they owned the relationship. Not because they mass published media. We should learn…..
  13. @msweezey@Uberflip#uberwebinar Relationship > CONTENT We should learn….. Campaign CONVERSIONS
  14. @msweezey@Uberflip#uberwebinar Scale Relationship building not Automate content Creation. We should then…..
  15. @msweezey@Uberflip#uberwebinar Nobody says “I want content”They decide engage with content to solve goals, they engage with it because it aligns with their purpose
  16. @msweezey@Uberflip#uberwebinar “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  17. @msweezey@Uberflip#uberwebinar Experiences which fulfill purpose are best #likeagirl campaign is watched by over 57 million fans
  18. @msweezey@Uberflip#uberwebinar more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%PathtoPurpose -Google THINK
  19. @msweezey@Uberflip#uberwebinar Purpose is “Contextual”So depending on their state of mind may depend on the purpose they are trying to fulfill. This changes by the second, and must be understood for automations to have a net positive effect.
  20. @msweezey@Uberflip#uberwebinar EscapePeople wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
  21. @msweezey@Uberflip#uberwebinar
  22. @msweezey@Uberflip#uberwebinar LearnPeople wanting to learn are looking on ways to be better at what they care about. This can also take place during an escape. May be an early sign of sales readiness if they move to research.
  23. @msweezey@Uberflip#uberwebinar WARNING: You engaging with this presentation is you “Learning”.
  24. @msweezey@Uberflip#uberwebinar SeekPeople wanting to seek will dedicate time to search, learn, and solve. They are looking for content to help them fulfill purpose, or solve a problem.
  25. @msweezey@Uberflip#uberwebinar 1.4 Trillion hours/day are spent online every day in the United States
  26. @msweezey@Uberflip#uberwebinar PresencePeople want to be present in all scenarios possible. This means being active, as well as passive in the situations they choose.
  27. @msweezey@Uberflip#uberwebinar 28% of all online usage Social networks account for
  28. @msweezey@Uberflip#uberwebinar Question 1
  29. @msweezey@Uberflip#uberwebinar “A” or “b”How do you manage your email in box?
  30. @msweezey@Uberflip#uberwebinar “We now disqualify before we qualify”
  31. @msweezey@Uberflip#uberwebinar Question 2
  32. @msweezey@Uberflip#uberwebinar “A” or “b”How do you download data?
  33. @msweezey@Uberflip#uberwebinar “We batch research”
  34. @msweezey@Uberflip#uberwebinar Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Batch Research Defined
  35. @msweezey@Uberflip#uberwebinar Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. B2B nurturing Content should move prospects to the next stage
  36. @msweezey@Uberflip#uberwebinar John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. Get better eMAILS GET MORE CONVERSIONS B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions
  37. @msweezey@Uberflip#uberwebinar 2x-4x increaseIn content conversions when using Rich text vs full HTML in nurturing emails.
  38. @msweezey@Uberflip#uberwebinar Lead Nurturing Wins Using the 3-2-1 technique of lead nurturing eCornell has been able to see amazing results. Converting 50% of all sales qualified leads who are nurtured into new customers. eCornell Lead Program Is the online branch of the Ivy League Cornell University. They are responsible for driving all traffic and produce 5,000 leads per month. 16X Higher conversion rate on leads who have been nurtured vs those who have not. Giving them the single biggest increase in leads from any other method.
  39. @msweezey@Uberflip#uberwebinar How to automate relevance Most of the mobile media about our business isn’t created by us.
  40. @Uberflip#uberwebinar @msweezey “Our end goal is to present the customer with content that is relevant, not invasive” -Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board ““
  41. @Uberflip#uberwebinar @msweezey Marketing now knows every interaction they company has had with the person across external sources. Other data sources can be added into know what is relevant to a person based on their digital fingerprints. Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business. External View Internal View Must have this first!
  42. Marketing Sales Service Single Customer View Automation Platform (s) CRM System of relevance Allows for plug and play integrations with other apps who use data, and add to data.
  43. @msweezey@Uberflip#uberwebinar Distribution at scale Learn how to distribute to those you don’t know
  44. You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. VOLVO Case Study “Facebook has been our most effective social media technology for generating leads.” John Johnston Director, Digital Marketing Volvo Construction Equipment of North America
  45. You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. VOLVO Case Study Results §  279,746+ Impressions §  9,485 Clicks §  27 Direct Sales Qualified Leads §  $2,065.71 Cost ($76.50 / SQL) Location – Living In Canada, United States Age 23 and older Interests Construction equipment brands competitive to Volvo Construction Equipment
  46. @msweezey@Uberflip#uberwebinar You no longer compete with those in your own industry, but rather the best of those fields. Consumer are now comparing all experiences against each other rather than against their vertical. VOLVO Case Study
  47. @msweezey@Uberflip#uberwebinar 15% Increase in revenue for those companies who can transform their idea of individual moments into a full customer journey.
  48. @msweezey@Uberflip#uberwebinar ZERO CLICKIs the goal of the future. Having the correct content brought to the person rather then then having to search for it on your site is the best way to automate increased content engagement, and revenue lift.
  49. This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys. Static Websites
  50. @msweezey@Uberflip#uberwebinar Companies using predicative content on average are seeing an increase in revenue by 15%. Predictive Content Predictive content suggests the best next piece of content given set algorithms of most likely engagement. Owned Experiences Creating customized experiences also needs to happen both on your website and via the email content. +15% Revenue
  51. @msweezey@Uberflip#uberwebinar 416% Demandbase underwent a new optimization of their website. They began changing their website based on the IP of the people landing on their home page they obtained a 416% increase in demo requests. Zero Click Case Study The idea of Zero Click is to be able to completely change the experience you are presenting to someone based on a variable you know about them. This can be an IP address, a lead score, a buyer persona, etc. When you do begin to understand the power of personalization you can win big.
  52. @msweezey@Uberflip#uberwebinar Predictive Content Conversion Rate Lift from Email 25% Website Revenue Lift 10% Click Through Rate Lift 35% 2014 Salesforce Predictive Intelligence Benchmark Report
  53. Achieved a 30% reduction in sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with the use dynamic content marketing across channels. Dynamic Journeys
  54. @Uberflip#uberwebinar @msweezey Personalization Segmentation
  55. @Uberflip#uberwebinar @msweezey Segment Based on What? Properties Job Title Industry Geography Persona-related Behaviors Content consumption Demo / Free trials Visited website Form submit
  56. @msweezey@Uberflip#uberwebinar TAILOR THE CONTENT EXPERIENCE
  57. @Uberflip#uberwebinar @msweezey We put the ability to manage and leverage the content experience in your hands.
  58. @Uberflip#uberwebinar @msweezey With built-in tools to: RESPONSIVE DISCOVERABLE SOCIAL CONVERT, CONNECT AND UNDERSTAND LEADS ORGANIZED TAILORED HOW IT WORKS Blogs Videos Social eBooks Connect your content:
  59. @Uberflip#uberwebinar @msweezey Resource Center Blog Upgrade Content Library Sales Enablement UBERFLIP USE CASES
  60. @Uberflip#uberwebinar @msweezey QUESTION TIME! Mathew Sweezey Principal of Marketing Insights, Salesforce.com @msweezey Hana Abaza VP Marketing, Uberflip @hanaabaza
  61. THANK YOU!
  62. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY

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