Path to Personalization

A Digital Solutions Firm delivering Marketing and Technology Solutions

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Path to PersonalizationNov 21, 2011

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Coordination Multi-channel Personalization

Three Pillars of Successful Acquisition

Addressing challenges requires three pillars of online acquisition: Coordination, Multi-channel and Personalization

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1. Coordination: Lack of a unified messaging strategy

2. Multi-channel: Lack of technical integration across messaging platforms

3. Personalization: Lack of a common view of the customer

Roadblocks to the Three Pillars

Building upon the Three Pillars requires us to understand the underlying gaps in the marketing approach and platforms

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Engaging customers across the entire buying cycle requires multiple channels to align with expectations

Challenges Channel platforms have “siloed”

messages—each creating a different experience

Channel platforms do not coordinate the timing of messages

Unified Messaging Strategy

Delivering a consistent experience across channels requires a unified messaging strategy that provides consistency

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Getting channel platforms to see the same customer information requires significant work

Challenges Channel platforms “see”

customer details differently Channel platforms have

different integration mechanisms

Integrating channel platforms can be difficult and error prone

Integrating Multiple Channels

Best-of-breed tools alone do not solve the multi-channel challenge: Platforms must act on a common customer contextc

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Delivering personalized messages across channels to customers requires a common understanding of the customer

Challenges Customer information—both

behavioural and profile—is stored in “siloed” systems

Integrated or third-party analytics platforms, along with the CRM platform, are typically disparate systems

Common View of the Customer

Consistent personalization across multiple channels requires that each channel has the same customer view

Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009

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1. Coordinate to personalize Defining the single view of the customer Interpreting the view into actionable messaging

2. Leverage the digital platforms Integrate the platforms Implement the actionable messaging

Building on the Three Pillars

How do we remove the roadblocks that prevent us from building on the Three Pillars: Steps toward multi-channel acquisition

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Coordinate to personalize

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1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect

2. Characterize prospect Properties include buying cycle state and segmentation parameters

3. Develop content to align with the prospect expectations Content will speak directly to a prospect profile

4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the

engagement cycle

Coordinate to Personalize

eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

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Understand your buying cycle Understand your customer’s mindset through the buying cycle journey

Segment your audience Determine the target groups within your audience

Map the messages Understand and align the messages with the segment and their objections

Implement the platforms Implement the multi-channel platforms

Using Buying Cycle to Define Engagement

Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process

Understand your Buying Cycle

Segment your audience

Map the Messages

Implement the Platforms

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Understand your Buying Cycle

This is typically 5-6 stages customers pass through from the point of need recognition to a purchase decision

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Segment your Audience

Who is buying from you? Understand the distinct buying groups within your prospect population

Understand your Buying Cycle

Segment your audience

Map the Messages

Implement the Platforms

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Understand segmentation attributes

Demographics Needs Behavior Others…

Segment group guidelines Mutually exclusive Homogeneous Substantial

What to Consider for Segmentation

Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size

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Align Content to the Segmentation

Identify content that address customer expectations. Consider buying cycle, segmentation, pain points and motivators

Understand your Buying Cycle

Segment your audience

Map the Messages

Implement the Platforms

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Mapping content Per stage in the buying cycle Per segment

Put yourself in their shoes What questions would they

have at this stage? What information would they

need to move forward? What fear, uncertainty and

doubt (FUD) must be overcome?

Creating a Content Map

Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would

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1. Understand the buying cycle Do the standard stages apply your customer? B2B versus B2C differences

2. Perform a segmentation exercise Industries Roles Pain points and motivators

3. Define a content map Identify content that addresses customer expectations

Summary

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Leveraging digital platforms

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1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect

2. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters

3. Develop content to align with the profiles Content will speak directly to a prospect profile

4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the

engagement cycle

Leveraging Digital Platforms

eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

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Leverage the Three Key Digital Platforms

Three platforms provide Unified Engagement Platform to deliver an experience based on a common customer context

Web CMS

Marketing AutomationCRM

Common Customer Context

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1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified

2. Develop content: Develop the dynamic content

3. Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context

Automating the Engagement Cycle

Automating the engagement cycle across the buying cycle requires context-specific content delivered at the right time

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Technologies Working Together

Web CMS, market automation and CRM offer a common view of the customer that drives personalization across web and email

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eDynamic’s Unified Engagement Platform

Delivering context-driven, multi-channel experiences across the buying cycle requires a unified engagement platform

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Questions?

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Rolf [email protected]

Shawn De [email protected]

http://demandgeneration.edynamic.net

http://cms.edynamic.net

Contact Us

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Thank You