how to create a personalization strategy for your marketing

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Personalization in Marketing

Meghan Keaney AndersonDirector of Product Marketing, HubSpot

My first job was painting donkeys for ceramic nativity scenes.

@MeghKeaney

MeghanKeaney Anderson

1 Building your Personalization Strategy

2 Examples

3 Personalization Pitfalls to Avoid

Agenda

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A TECTONIC SHIFT IS HAPPENING IN MARKETING.

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All I did was Google one question.

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What happens when people feel inundated?

86% percent of people ignore ads

82% of people say they ignore ads.

Source: GooTechnologies

74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. 

Source: Janrain

We are drawn to relevancy.

Fun fact about me…

#YippieKayYay

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Top Picks for Meghan

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Personalized Search

“Today we're helping people get better search results by extending Personalized Search to signed-out users worldwide… Now when you search using Google, we will be able to better provide you with the most relevant results possible. For example, since I always search for recipes and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes.”

-- Google Blog, 2009

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Google Now& Hummingbird

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The internet is rising to meet us where we are.

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And companies that do the same are seeing

results.

Leads who are nurtured with targeted content produce a 20% increase in sales opportunities

Source: DemandGen

In-house marketers who personalize their web experiences see on average a 19% uplift in sales

Source: A 2013 Monetate/eConsultancy 

Inbound marketing brought us out of the deluge of irrelevant advertising.

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Can it do the same for content?

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Building a Personalization Strategy.

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Technology has madethis easier to do…

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It has notmade it easy to do well.

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Not…quite Sad little lower-case s.

Wait, did you just insult me?

Aw man, then what am I doing in Cambridge?

1. Define personas2. Determine decision points3. Choose personalization techniques

Steps to develop a personalization strategy

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1 Define Personas

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Name:

Role:

Demographics:

Goals:

Challenges:

Interests:

How they make decisions:

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2 Determine Friction Points

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Where are decisions happening in your marketing?

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What factors hold up decisions on your site?

Pricing Pages Testimonials

Geographic ReferencesConversion points Challenge Scanning

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Personalization Techniques3

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Fit into the screens I use to view the

world.

(all of them)

Devices

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Location

Show me companies like me.

(Birds of a feather buy together)

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Default Testimonial View

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Massachusetts Testimonial View

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Show me what I care

about.

(and only that)

Interests

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Get on my schedule.

(not yours)

Timing

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First Time Visitor View Customer Upsell View

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Personalization Pitfalls.

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Start Small. Get this Right.

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Be Useful, Not Clever.

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Don’t Restrict Options.

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Remember This SEO Rule.

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Remember thatTECTONIC SHIFT I was mentioning?

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Thank you.

Tell me what you thought?@MeghKeaney #INBOUND14