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.
Digital Marketing in 5G Era - Digital Transformation in 5G Age
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
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”
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
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
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.
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
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.
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!
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
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.
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
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
58. @Uberflip#uberwebinar @msweezey
With built-in tools to:
RESPONSIVE
DISCOVERABLE
SOCIAL
CONVERT, CONNECT AND UNDERSTAND LEADS
ORGANIZED
TAILORED
HOW IT WORKS
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