To move the needle of marketing performance in 2018, try out 1:1 personalization strategies and deliver real business results!

1. Digital Revenue EngineAbhirajBanerjee,SVP DigitalMarketingSolutions
abhiraj.banerjee@edynamic.net

2. IN TODAY’S SESSION…
It’s all about revenue
Getting started
Digital Revenue Engine
Personalization demystified

3. Revenue – Most Important Metric

4. Revenue – Most Important Metric

5. Demand Gen must
drive Revenue.
74% of companies that weren't exceeding
revenue goals did not know their visitor, lead,
MQL, or sales opportunities. Hubspot
80% of marketers report their lead generation
efforts are only slightly or somewhat effective.
BrightTalk
80%
92% marketers list qualified leads as their top
goal. But only 15% of organizations are
measuring against this goal. TrueInfluence
B2B Demand Gen Trends Survey 2017
5

6. Be Relevant or Lose Customers
There is no middle ground.
73% of consumers prefer to do business with brands that use
personal information to make their shopping experiences
more relevant.
86% of consumers say personalization plays a role in their
purchasing decisions.
80% of consumers like it when retailers emails contain
recommended products based on previous purchases.

7. Highly competitive: users visit an average of 22 sites
competing for a sale
Long visitor paths: an average of 15 or more site visits
before purchase
Focus on search: over 90% of users start with search
Open to suggestions: 40% of users don’t know where
they want to go on their first visit
Multi-Channel: Many users begin by browsing on a
mobile, but most purchase on a PC
Low conversion: 89% of users abandon their basket at
checkout

8. Barriers toPersonalization
No Executive Buy In.
Personalization can be nebulous, hard to pinpoint value – but its not just a nice to have!
It’s aJourney.
Youdo not have to boil the ocean, in fact, it’s a whole lot better if you don’t!
Where to Start.
Start with what makes a difference to revenue, start with asmall project. Keep it digestible!

10. PainPoint
Poor conversion of daytrips
Hugebounce rate onday
trip campaigns
Project ROIif
bounce rate <35%

11. 2 Week Project
Focuson AdWordcampaigns
Drive revenue - easydecision
Low project cost – easydecision

12. 2 Week Project
Bounce reduced to 24%
Project ROIin just 2 weeks.
Quick Win! Measurable!Impact!

14. 3 Steps toStart
EngagementAnalytics/Goal
based scoring
RulesBased Personalization
Profiling & PredictivePersonalization

18. 75%AVMonthly Growth
140%AVMonthly Re-buy

19. 3 Steps toStart
EngagementAnalytics/Goal
based scoring
RulesBasedPersonalization
Profiling

21. TopChoice for Carsand
Aftercare
New CarSales
BookTest
Drives
Book
Service
Digital
Goals
IncreaseService
Digital
Goals
Digital
Goals
Digital
Goals
Digital
Goals
Contact
Dealer
StrategicObjective
BusinessObjective
Marketing Objective
ALIGNMENT

22. • PurchaseCar/BookService100
• BookTestDrive / ContactDealer
75
• UseFinanceCalculator50
• UseDealerLocator30
• Watch Video / DLPDF10
• CompareModels2
VALUE
COMMITMENT

23. 3 Steps toStart
EngagementAnalytics
RulesBasedPersonalization
Profiling

24. 27
When a visitor enters the website, the visitor’s “digital finger print” is revealed
“Inthe Moment” Personalization– Digital Finger Print
Search MarketingKeywords
Country
Region
City
Device
OperatingSystem
ReferralVisit
Campaign
IPaddress
IPOwner
VisitorIdentification
Language
Day
Time
Default Landing Page
Personalized
LandingPage

25. 28
“Inthe Moment” Personalization– Onsite Events
Goaltriggered
Anonymous or logged in
As a visit progresses,the visitor reveals preferences.For example,via specific actions or states
Interactions
(e.g.,comparison tool,pricecalculator,etc.)
Internal searchkeyword
Page viewed
Visit number
Profiled
Contentdownloaded
Tag values
VisitprogressionPagecount

26. EasySteps!
Select where on the homepage youwill
personalize.
Choose5 or 6 rules that will work to drive
conversion – makesure they align with your
Engagement Value Scale..
.
HEROIMAGE
FEATURESPOT
VEHICLEPREFERENCESPOT
RulesI useall the time – because they work!
• Campaign
• Profile (more on that in aminute)
• Date and Time
• Goal Conversion
• Visit Number
• Geolocation

27. 3 Steps toStart
EngagementAnalytics Rules
Based Personalization
Profiling

29. Digital
touchpoints
Physical
touchpoints
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
email
Digital
billboards Search
Landing
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Managed touchpoint
Unmanaged touchpoint
Customer 3Customer 2Customer 1
DecisionsAre Not Made in Straight Lines

31. Simplify the Who andWhat!
.
What product orservice?
What is their budget?
Where are they in thebuyer
journey?

32. What Product or Service!
.
Profile 1 – Vehicle Preference
Civic
Accord
CR-V
HR-V
Odyssey
Pilot
Ridgeline
Theanswer is in your navigation!
Vehicle Preference is
Honda CR-V.

33. Budget!
.
Profile 2 –Budget
Low
Medium
High
Premium
Theanswer is in your navigation!
Budget is High.

34. Buying Journey!
.
Profile 3 – BuyerJourney
BOF
MO
F
TOF
Theanswer is in your EVS!
Buyer Journey is MOF.

35. Now WeKnow!
.
Budge
tProduct
Preference
BuyerJourney
Next Step is BookTest Drive!

36. HEROIMAGE
FEATURESPOT
VEHICLEPREFERENCESPOT
Bring it Together!
Choosewhat you will personalize, lets take afew
that makesense! Thisis visit number 2. SpecialOffers!
.• Visit Number
• Campaign – CR-V
• Profile
• Goal Conversion
• Geolocation
t
eg
Bud
Product BuyerJourney
Preference

37. 150%
TestDrives
150%
Contact Dealer
30%Decreasein
Bounce on
TargetedSearch

38. Your data lives in siloes
You can’t personalize. You can’t measure.
You can’t report

39. BROKENRECORDS (ChiefMarketerSurvey,B2B)
39

40. Source: Scott Brinker – ChiefMartech.com
One of the single most important imperatives
for every marketing operations team is to fight
against data fragmentation and find ways to
unite the whole marketing stack at the data
layer.

41. Customer
Journey Emails driving traffic
to Specific landing
pages
Promotional emails/offers/ invite for
webcasts based on website visit
Send relevant alerts and thought
leadership material on different
channels
Engaged with
sales team
Unknown
visitor
Clicks
and
reads
content
SignupforWebcast
Nurture with
relevant
information
Top Funnel lead
generation
Profile of Visitor
based on digital
foot print on
the website
Utilize context to target 1:1
Known Visitor
MQL
Lead
score>threshold,
lead is
transitioned
from marketing
to sales team)
Search,
Social,
Marketing
automation
(Survey),
content
marketing
Email
and
webcast
invite Data to
CRM
Arrives
on
website
Retargeting
Single actionable profile is
created for the lead. lead
score is updated)
Profile created
(lead score is
assigned)
Single actionable profile
updated (lead score
reaches threshold
Single actionable
profile updated
(lead score
updated)
Lead score 30,
Data updated in
CRM
Lead score 50,
data updated in
CRM
Lead score 70,
Data updated
in CRM
Lead score 100,
Data updated in
CRM
Known
visitor
Data to
CRM

42. Big data means you can’t see
the wood, for the trees

43. #SitecoreSYM
Flying Blind Quick Business Wins 1:1 Marketing
Revenue Engine
Maturity Model
Engagement Analytics
Easy Personalization
Real Time Profiling
AB Testing
CMS Updates
Traffic Analytics
Spray and Pray
using MAP
Ad Hoc Social
Landing Pages
CRM
MAP
CMS
Core Contact DataCustomer
Engagement/Behavior
Funnel Stage and Lead Score

44. 44
MAP is your pitcher. CMS catches and converts. CRM keeps score.

45. Your most important
channels – working
in symphony.

46. Getting started…

47. WHERE AND HOW – a step at a time
47
• The Revenue Audit
• The Revenue Workshop
• Establishing marketing-sales alignment
• Defining quick outcomes/wins
• Move up the maturity model based on a roadmap

49. MQL
SAL
SQL
Win/Loss/
ND
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
LEAD
A//unknown
prospect
Raw
Lead
Source: SiriusDecisions
Parameter Check
Website visit +1
Website download +1
Email open +1
Email click through +1
Twitter follower +1
LinkedIn Shared group
member
+1
Company revenue, location +2

50. 50

51. We are a global digital marketing
and technology agency focused
on customer engagement.
5

52. Digital marketing
transformation.
.n//Personalized experiences and
marketing driven by data and technology
to engage customers and drive revenue.
1:1 MARKETING
52

53. OVER 100 CLIENTS
WITH OVER
$500M
IN
REVENUE 4

54. Our work
gets noticed
Sitecore People’s Choice
Website of the year
Webby Official Honoree Winner
Hermes Creative Gold Winner
AVADigital Gold Winner
Technology Innovator Award
5

55. Questions?