Welcome to the Inbound Lunch Bunch

December 2016

December:Personalizing Email &

Web Experiences

Introductions

Maneesha Manges, Director of Consulting• Over 15 years of experience in digital marketing• Consulting experience in the association world

around digital strategy, field and social media marketing and change management

• Expertise in lead generation

Ways to Connect:• Twitter: @maneeshamanges• LinkedIn: www.linkedin.com/in/maneeshamanges• Email: mmanges@highroadsolution.com

• Housekeeping:• Tons of resources available:• All of last year’s Inbound Lunch Sessions available on

demand: http://site.highroadsolution.com/inbound-lunch-bunch-page• Toolkits: http://pages.highroadsolution.com/toolkit-list

• If I suddenly drop off the call, hang tight, I will dial back in!• Post any questions in the Chat window and I will

try to answer as we go through the presentation

Inbound Refresher.

Basics of Inbound Marketing – Where Does Personalization Fit In?

Smart MarTech Stack What’s the Prevailing Theme?

Why Personalize?• Marketers are creating more content

today than they were a year ago• Want to avoid risk of being ignored• Familiarity / blindness syndrome

• Need to create value• Create a two-way channel – shift from

Push Marketing to Pull Marketing• Millennials / Gen X / Baby Boomer

Audiences

How Can You Personalize?• Take a hard look at your ecommerce

experience• Changing Transactional Email Receipts• Adding in Intelligent Content Recommendation

Tools • Aggregating Digital Data to Get a

Comprehensive User Profile• Developing Personas• Re-thinking Email to be Personal• Writing Headlines per Audience / Persona

Other Options to Personalize• Self-Benchmarking• Facebook contests• Selfie contests• Instagram• Calculators• Planning Tools• Matchmaking

Can Interactive Content Help?• Yes!• In user-centric view, have to address the “what’s in it

for me?” factor• Move towards Pull Marketing• Leverage FOMO

• Gather more insights!

Review. Personal Digital

Experiences

Recap.

Basics of Inbound Marketing – Where Does Personalization Fit In?

So How Can Associations Get There?• Setting Realistic Expectations• Impressions• Reach• Cost Per Engagement• Timeframes

• Mindset of Entertainment & Facilitation• Not a Quantity Game• Review Data & Looking for Patterns• Praise, Praise, Praise

Happy Holidays!See You in 2017!