A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Unleashing the Power of Personalization Five Essential Steps to Drive Deeper Engagement With Your Website Webinar: September 2011
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A Digital Solutions Firm delivering Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Unleashing the Power of Personalization
Five Essential Steps to Drive Deeper Engagement With Your Website
Webinar: September 2011
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1. Understanding True Personalization 2. Why Personalize?3. Five Essential Steps to providing a richer,
personalized web experience4. Leveraging Technology5. Examples
Agenda
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On Personalization
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Personalization: What is it?
What does “Personalization” mean in the context of online marketing?
• An effort to differentiate yourself, based on making what you’re selling unique to each prospect.
• Interacting with prospects on a personal level: delivering content that speaks directly to their needs.
• Based on the original concept of “one-to-one” marketing, technology has made this concept easier to execute.
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Ineffective Personalization
The type of personalization that’s superficial and doesn’t add any value for visitors
• Using data elements such as a name, gender, geography…
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Personalization: What it needs to be
To turn visitors into customers, you need to engage them at every step of their buying journey
• Buyers evolve as they go through the buying cycle
• Buyers get more sophisticated in their knowledge of the industry, market, product features.
• True Personalization should be richer and deeper and engage the customer in context through an understanding of their behavior and disposition.
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Personalization: Why it Matters
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Personalization: Why it Matters
Engage your customer or lose her to the competition
• Prospects are more informed than ever.
• A deeper, richer Web experience keeps customers engaged.
• A better engaged prospect is that much closer to a sales-ready lead.
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Importance of Engagement
Moving people from consideration to commitment is the most important path of the sales process — also the most necessary
Marketing Sherpa B2B Benchmarking Report
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When is the Best Time to Engage?
Engaging customers at their point in the buying cycle, with relevant content that promotes action, is key.
Web CMS Solutions such as Sitecore offer the capability of rich context-driven experiences
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1. Understanding the customer—step into their shoes2. Align with their expectations—understand their mindset3. Know them better than themselves—augment your data
Understanding Context
Context is about leveraging information about the prospect to optimize the interaction and engagement across all channels
“Although the rudiments of context-aware computing have been around for some time now, it is a disruptive technology that has the potential to be a real ‘game changer’ in terms of competitive advantage” Gartner 2009
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Technology is only the enabler
The content and experience offered by solutions like Sitecore, is driven by the visitor context but…
• You need to better understand the journey your prospects take, and travel it with them.• Learn what they want/need at each stage of the buying cycle• Deliver relevant content to keep them engaged• Nurture them to the finish line.
• Technology can enable deep insights into potential buyers.
• Delivering personalized content, in a timely manner, is what will turn a visitor into a prospect.
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Visitor generated: Implicit information captured from the website journey—the “digital footprints” left by the visitor
Indicators of preference, predispositions, lead maturity
Visitor supplied: Explicit information supplied by the visitor as they complete questionnaires, quizzes and other facilities
Common demographics—name, age, gender, interests
Externally supplied: Information captured by external service providers, emerging context-enriched services
Location, presence, social attributes, cross-vendor buying habits
Identifying Visitor Context
Context can be identified through implicit, explicit or external means—all of which are integrated or interface with the CMS
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The Five Essential Steps to enabling true Personalization
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1. Define the Buyer and the Buying Cycle Build the profile, analyze the profile and respond to the prospect
2. Understand the Buyer’s Disposition Read the prospect’s Digital Body Language and respond to their needs
3. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters
4. Align content to the profiles Content will speak directly to a prospect profile
5. Leverage the platform Use the Sitecore DMS Rules Engine and Analytics to drive the engagement cycle
5 Steps to enabling true Personalization
eDynamic uses five steps to achieve contextual engagement that aligns with customer expectations and drives acquisition
Define Buyer & Buying
Cycle
Understand Buyer
Dispostion
Profile and Segment
Align Content to Profiles
Implement the
Platforms
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Step 1. Understand your Buying Cycle
There are typically 5-6 stages customers pass through from the point of need recognition to a purchase decision
Understand your customer’s mindset through the buying cycle journey
Define Buyer & Buying
Cycle
Understand Buyer
DispostionProfile and Segment
Align Content to Profiles
Implement the
Platforms
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Step 2: Understand Disposition
What are the triggers and tripwires that turn someone into a buyer? How do you determine them?
• Understand a visitor’s “digital body language”• Use lead scoring, analytics, feedback to build a profile –
what did customer look at last time? Based on past behavior, what do they want to see this time?
• Learn which triggers indicate prospects are ready to move to the next stage
Define Buyer & Buying
Cycle
Understand Buyer
Dispostion
Profile and Segment
Align Content to Profiles
Implement the
Platforms
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Step 2 cont’d: Understand Motivators
Identify and prioritize your customer’s “pain points or Motivators”
Some Examples: Operational Efficiency Increase Revenue Cost Savings Membership Rewards Compliance Risk Mitigation Sell More Rooms/Seats
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Step 2 cont’d: Understand the Triggers
Once you understand a prospect’s disposition, it’s time to move them forward
• Using the profile and lead scoring analytics, serve specific content that matches the prospect’s disposition.
• Examples: • If a lead is still in the information gathering phase, serve a white
paper that delivers more details about product benefits• If a lead is in the vendor evaluation phase, deliver a Webinar or
Video that talks about your differentiators
Information Gathering Vendor Evaluation Purchase Decision
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Step 3: Profile and Segment your Audience
Who is buying from you? Understand the distinct buying groups within your prospect population
Define Buyer & Buying
Cycle
Understand Buyer
Dispostion
Profile and Segment
Align Content to Profiles
Implement the
Platforms
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Understand segmentation attributes
Demographics Needs Behavior Others…
Segment group guidelines Mutually exclusive Homogeneous Substantial
Step 3 cont’d: What to Consider for Segmentation
Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size