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How to Increase Conversions With Marketing Personalization

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How to Increase Conversions With Marketing Personalization Mathew Sweezey Principal of Marketing Insights, Salesforce.com @msweezey Hana Abaza VP Marketing, Uberflip @hanaabaza


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We will send the recording. Questions? We’ve got answers! (At the end of the webinar J) #uberwebinar @Uberflip @msweezey


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We will send the recording. Questions? We’ve got answers! (At the end of the webinar J) Join in on #uberwebinar @Uberflip @msweezey


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STICK AROUND FOR A DEMO


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“Automating” Content Marketing Isn’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. #uberwebinar @Uberflip @msweezey


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Content Seth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing. #uberwebinar @Uberflip @msweezey


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Should we all be? “media Companies” #uberwebinar @Uberflip @msweezey


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#uberwebinar @Uberflip @msweezey


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Influence Amount of consumption does not equal influence from content marketing. #uberwebinar @Uberflip @msweezey


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71% Of B2B Buyers Have 71% of B2B buyers have been disappointedcontent with been disappointed by content -Pardot research 2013 -Pardot Research Report 2013 #uberwebinar @Uberflip @msweezey


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25% Of them will never 71% engage with your of B2B buyers have been disappointed by content content again -Pardot research 2013 -Pardot Research Report 2013 #uberwebinar @Uberflip @msweezey


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We should learn….. Media Made money Because they owned the relationship. Not because they mass published media. #uberwebinar @Uberflip @msweezey


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We should learn….. Relationship > CONTENT Campaign CONVERSIONS #uberwebinar @Uberflip @msweezey


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We should then….. Scale Relationship building not Automate content Creation. #uberwebinar @Uberflip @msweezey


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Nobody says “I want content” They decide engage with content to solve goals, they engage with it because it aligns with their purpose #uberwebinar @Uberflip @msweezey


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“Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities #uberwebinar @Uberflip @msweezey


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Experiences which fulfill purpose are best #likeagirl campaign is watched by over 57 million fans #uberwebinar @Uberflip @msweezey


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Path to Purpose Consumers choose the brands that engage them on their passions and interests #uberwebinar @Uberflip @msweezey 42% 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. -Google THINK


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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. #uberwebinar @Uberflip @msweezey


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Escape People 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. #uberwebinar @Uberflip @msweezey


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#uberwebinar @Uberflip @msweezey


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Learn People 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. #uberwebinar @Uberflip @msweezey


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WARNING: You engaging with this presentation is you “Learning”. #uberwebinar @Uberflip @msweezey


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Seek People 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. #uberwebinar @Uberflip @msweezey


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1.4 Trillion hours/day are spent online every day in the United States #uberwebinar @Uberflip @msweezey


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Presence People want to be present in all scenarios possible. This means being active, as well as passive in the situations they choose. #uberwebinar @Uberflip @msweezey


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Social networks account for 28% of all online usage #uberwebinar @Uberflip @msweezey


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Question 1 #uberwebinar @Uberflip @msweezey


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“A” or “b” How do you manage your email in box? #uberwebinar @Uberflip @msweezey


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“We now disqualify before we qualify” #uberwebinar @Uberflip @msweezey


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Question 2 #uberwebinar @Uberflip @msweezey


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“A” or “b” How do you download data? #uberwebinar @Uberflip @msweezey


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“We batch research” #uberwebinar @Uberflip @msweezey


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Batch Research Defined Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. #uberwebinar @Uberflip @msweezey


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B2B nurturing Content should move prospects to the next stage Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. #uberwebinar @Uberflip @msweezey


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Get better eMAILS GET MORE CONVERSIONS B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions 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.. #uberwebinar @Uberflip @msweezey


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2x-4x increase In content conversions when using Rich text vs full HTML in nurturing emails. #uberwebinar @Uberflip @msweezey


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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. 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. 16X #uberwebinar @Uberflip 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. @msweezey


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How to automate relevance Most of the mobile media about our business isn’t created by us. #uberwebinar @Uberflip @msweezey


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“ “ “Our end goal is to present the customer with content that is relevant, not invasive” #uberwebinar @Uberflip -Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board @msweezey


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Must have this first! External View 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. #uberwebinar @Uberflip @msweezey Internal View 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.


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System of relevance Automation Platform (s) CRM Single Customer View Marketing Sales Service Allows for plug and play integrations with other apps who use data, and add to data.


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Distribution at scale Learn how to distribute to those you don’t know #uberwebinar @Uberflip @msweezey


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“Facebook has been our most effective social media technology for generating leads.” John Johnston Director, Digital Marketing Volvo Construction Equipment of North America VOLVO Case Study 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.


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Location – Living In Canada, United States Age 23 and older Interests Construction equipment brands competitive to Volvo Construction Equipment Results §  §  §  §  VOLVO Case Study 279,746+ Impressions 9,485 Clicks 27 Direct Sales Qualified Leads $2,065.71 Cost ($76.50 / SQL) 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.


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VOLVO Case Study #uberwebinar @Uberflip @msweezey 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.


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for those companies % Increase in revenueof individual moments 15 who can transform their idea into a full customer journey. #uberwebinar @Uberflip @msweezey


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ZERO CLICK Is 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. #uberwebinar @Uberflip @msweezey


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Static Websites 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.


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Owned Experiences Creating customized experiences also needs to happen both on your website and via the email content. Predictive Content Predictive content suggests the best next piece of content given set algorithms of most likely engagement. #uberwebinar @Uberflip @msweezey +15% Revenue Companies using predicative content on average are seeing an increase in revenue by 15%.


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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. 416% #uberwebinar @Uberflip 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. @msweezey


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Predictive Content Website Revenue Lift Click Through Rate Lift Conversion Rate Lift from Email % 10 % 35 % 25 2014 Salesforce Predictive Intelligence Benchmark Report #uberwebinar @Uberflip @msweezey


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Dynamic Journeys 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.


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Personalization Segmentation #uberwebinar @Uberflip @msweezey


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Segment Based on What? Properties Job Title Industry Geography Persona-related #uberwebinar Behaviors Content consumption Demo / Free trials Visited website Form submit @Uberflip @msweezey


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TAILOR THE CONTENT EXPERIENCE #uberwebinar @Uberflip @msweezey


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We put the ability to manage and leverage the content experience in your hands. #uberwebinar @Uberflip @msweezey


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HOW IT WORKS Connect your content: eBooks Blogs ORGANIZED DISCOVERABLE TAILORED SOCIAL RESPONSIVE Videos Social With built-in tools to: CONVERT, CONNECT AND UNDERSTAND LEADS #uberwebinar @Uberflip @msweezey


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UBERFLIP USE CASES Resource Center #uberwebinar @Uberflip @msweezey Blog Upgrade Content Library Sales Enablement


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QUESTION TIME! Mathew Sweezey Principal of Marketing Insights, Salesforce.com @msweezey #uberwebinar @Uberflip @msweezey Hana Abaza VP Marketing, Uberflip @hanaabaza


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THANK YOU!


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F do t o B o e d ce sdter i u h w o kr erae h i n c s p re db 7 % wt c ne t o t e la y 1 i o tn. h R A C S SU E D A E T DY


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