how to increase conversions with marketing personalization

How to Increase Conversions With Marketing Personalization

Mathew Sweezey Principal of Marketing Insights,

Salesforce.com @msweezey

Hana Abaza VP Marketing, Uberflip

@hanaabaza

@Uberflip #uberwebinar @msweezey

We will send the recording.

Questions? We’ve got answers!

(At the end of the webinar J)


We will send the recording.

Questions? We’ve got answers!

(At the end of the webinar J)

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@msweezey @Uberflip #uberwebinar

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.

“Automating”


Content

Seth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing.


“media Companies”

Should we all be?


Influence Amount of consumption does not equal influence from content marketing.


71% of B2B buyers have been disappointed by content

-Pardot research 2013

71% Of B2B Buyers Have been disappointed with

content -Pardot Research Report 2013


71% of B2B buyers have been disappointed by content

-Pardot research 2013

25% Of them will never engage with your

content again -Pardot Research Report 2013


Media Made money Because they owned the relationship. Not because they mass published media.

We should learn…..


Relationship > CONTENT

We should learn…..

Campaign CONVERSIONS


Scale Relationship building not Automate content Creation.

We should then…..


Nobody says “I want content”

They decide engage with content to solve goals, they engage with it

because it aligns with their purpose


“Consumers want honest and

authentic experiences”

-Joseph Pine II

Author of the Experience Economy, Authenticity, & Infinite

Possibilities


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


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.

Consumers choose the brands that

engage them on their passions and interests

42% P

ath

to P

urpo

se

-Google THINK


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.


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.


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.


WARNING: You engaging with this presentation is you “Learning”.


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.


1.4 Trillion hours/day are spent online every day in the United

States


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


28% of all online usage Social networks account for


Question 1


“A” or “b” How do you manage your

email in box?


“We now disqualify before we qualify”


Question 2


“A” or “b” How do you download data?


“We batch research”


Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.

Batch Research Defined


Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.

B2B nurturing Content should move prospects to the next stage


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..

Get better eMAILS GET MORE CONVERSIONS B2B EMAILS SHOULD BE SHORT, RICH TEXT, AND BE HELPFUL to increase content conversions


2x-4x increase In content conversions when using

Rich text vs full HTML in nurturing emails.


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.

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.

16X 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.


How to automate relevance

Most of the mobile media about our

business isn’t created by us.


“Our end goal is to present the customer with content that is relevant, not invasive”

-Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board

“ “


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.

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.

External View Internal View

Must have this first!

Marketing Sales

Service

Single Customer View

Automation Platform (s) CRM

System of relevance

Allows for plug and play integrations with other apps who use data, and add to data.


Distribution at scale

Learn how to distribute to those you don’t know

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.

VOLVO Case Study

“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

Results §  279,746+ Impressions §  9,485 Clicks §  27 Direct Sales Qualified Leads §  $2,065.71 Cost ($76.50 / SQL)

Location – Living In Canada, United States

Age 23 and older

Interests Construction equipment brands competitive to Volvo Construction Equipment



VOLVO Case Study


Email

15% Increase in revenue for those companies who can transform their idea of individual moments into a full customer journey.


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.

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.

Static Websites


Companies using predicative content on average are seeing an increase in revenue by 15%.

Predictive Content Predictive content suggests

the best next piece of content given set algorithms of most

likely engagement.

Owned Experiences Creating customized

experiences also needs to happen both on your website

and via the email content.

+15% Revenue


416% 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.

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.


Predictive Content

Conversion Rate Lift from Email

25%

Website Revenue Lift

10%

Click Through Rate Lift

35% 2014 Salesforce Predictive Intelligence Benchmark Report

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.

Dynamic Journeys


Personalization

Segmentation


Segment Based on What?

Properties

Job Title Industry

Geography Persona-related

Behaviors

Content consumption Demo / Free trials

Visited website Form submit


TAILOR THE CONTENT EXPERIENCE


We put the ability to manage and leverage the content experience in your hands.


With built-in tools to:

RESPONSIVE

DISCOVERABLE

SOCIAL

CONVERT, CONNECT AND UNDERSTAND LEADS

ORGANIZED

TAILORED

HOW IT WORKS

Blogs

Videos Social

eBooks

Connect your content:


Resource Center Blog Upgrade Content Library Sales Enablement

UBERFLIP USE CASES


QUESTION TIME!

Mathew Sweezey Principal of Marketing Insights,

Salesforce.com @msweezey

Hana Abaza VP Marketing, Uberflip

@hanaabaza

THANK YOU!

Find out how Booker decreased theircost per lead by 71% with content.

READ CASE STUDY

http://www.uberflip.com/case-studies/booker?utm_source=SlideShare&utm_medium=Webinar%20Deck&utm_campaign=Request%20demo