marketing personalization webinar

Brands and agencies work with Brilliant Metrics to better measure, optimize and automate their marketing

while applying their insight and strategic guidance.

PODCAST

STEVE ROBINSONFounder/CEO, Brilliant Metrics

1.Definition2.Why?3.Segment First4.Where & How5.Questions

TODAY

+ +The Right Message

The Right Audience

The Right Time

MARKETING PERSONALIZATION

DO I REALLY NEED MARKETING PERSONALIZATION?

THE “AMAZON EFFECT”

SALES NOW ARRIVES LATE IN THE GAME

PERSONALIZATION REDUCES WASTE

SEGMENTATION IS KEY

MonicaNathan

PERSONA SEGMENTATION

MARKETING & SALES PERSONAS

ANDREA Marketing Director

Floors Unlimited

“Keeping up is not enough - I need to be ahead of the curve.”

BACKGROUND • 39 years old • Married, two kids (elementary age) • Lives in Milton, Georgia • Bachelors in Business Administration • Marketing generalist whose education didn’t include many of the tactics she uses today

PROFESSIONAL ROLE • Oversees marketing strategy and implementation for the company, including Advertising, Branding and PR • Relies on external vendors to fill holes in team • Trying to balance traditional and digital • Tasked with producing results, but doesn’t have the oversight to do so

FRUSTRATIONS • Constant flux in advertising and technology landscapes • Never enough budget, or time, to do everything that needs to be done • Questioned at every decision point, especially by Sales • Always reactive, never proactive ASPIRATIONS • Develop strategy that connects the dots, clearly showing the “why” • Understand if the campaign is working • Showing ROI • Understanding the value she brings

WHAT SHE READS • AdWeek, BrandWeek, CRM Magazine, AMA Newsletter • Industry-specific publications

SOCIAL MEDIA PROFILE • Facebook, Instagram and Pinterest for personal use • LinkedIn, professional

OTHER INFO SOURCES • Quick internet search to fill skill gap • Personal Network (including agency), networking events, trade shows

A DAY IN THE LIFE OF ANDREA • Feels overwhelmed by unrealistic expectations placed on her • Everything is important; there is no guidance on prioritization • Under pressure from Sales to provide “quality” leads, but not sure what that is • Pressured to produce campaigns, but unsure how they support objectives

MAKE HER JOB EASIER • Provide a means to prioritize marketing • Increase digital proficiency, both for the company and Andrea • Connect marketing activities to top line results • Guide her on strategy

KEY BRAND AFFINITIES • Direction • Collaboration

COMPANY PROFILENational floor covering distributor selling carpet, hardwood, ceramic and more

PERSONAS KEY IN ON PSYCHORGRAPICS

Procurement Owner/Partner Doctor

InsuranceAdam Ross

HealthcareNathan Phil

LegalAdam Allie

Bargain Luxury

Ski EnthusiastsSue Leigh

Skateboard Enthusiasts

Hannah

Surf EnthusiastsAllie Charles

CUSTOMER JOURNEY ADDRESSES “WHEN”

Prospect is qualified, but in no way thinking or considering your product or service.

Everyone

See

ThinkDo

GrowGive

“SEE” STATE

Prospect is qualified and thinking about making a change or purchase but has no timeframe or commitment

Everyone

See

ThinkDo

GrowGive

“THINK” STATE

Prospect is qualified and has made a commitment to themselves or someone else to purchase

Everyone

See

ThinkDo

GrowGive

“DO” STATE

Customer will consider your brand first, but is not singing your praises to others

Everyone

See

ThinkDo

GrowGive

“GROW” STATE

Customer is brand loyal and an advocate for the brand

Everyone

See

ThinkDo

GrowGive

“GIVE” STATE

300 X 250

WHAT CAN WE PERSONALIZE?

Ads

Web Email

Social

HOW DO I PERSONALIZE MY WEBSITE?

IP-BASED PERSONALIZATION

IP-BASED PERSONALIZATION

IP-BASED PERSONALIZATION

PROFILE/PURCHASE BASED PERSONALIZATION

CRM-BASED PERSONALIZATION

CRM-BASED PERSONALIZATION

BEHAVIORAL PERSONALIZATION

HOW CAN I PERSONALIZE EMAIL?

SENDER PERSONALIZATION

SENDER PERSONALIZATION

CONTENT PERSONALIZATION

HOW DO I PERSONALIZE ADVERTISING?

Targets “Think” State Targets “Do” State

AD PERSONALIZATION

Targets Wholesale Industry Targets Cargo Industry

AD PERSONALIZATION

prospect@gmail.com

@CRM “RETARGETING”

Engages with “Do”

state content

“Do”Retargeting

Pool

ADVANCED TRADITIONAL RETARGETING

Engages with “Do”

state content

Engages engages

with insurance content

“Do”Retargeting

Pool

InsuranceRetargeting

Pool

ADVANCED TRADITIONAL RETARGETING

Engages with “Do”

state content

Engages engages

with insurance content

“Do”Retargeting

Pool

InsuranceRetargeting

Pool

Sees “Do” state ads

personalized to the

insurance industry

ADVANCED TRADITIONAL RETARGETING

I CAN PERSONALIZE SOCIAL MEDIA?

=ONLY PAID SOCIAL CAN BE PERSONALIZED

SOCIAL AD PERSONALIZATION

Targets Roofing Contractors Targets Roofing Distributors

SOCIAL AD PERSONALIZATION

Targets “Think” State Targets “Do” State

prospect@gmail.com(555) 555-5555@twittername

@CRM TARGETING

Watches Facebook video “yoga practice”(Only persona

Paula would find interesting)

PaulaRetargeting

Pool

ADVANCED TRADITIONAL RETARGETING

“Think”Retargeting

Pool“Do”

Retargeting Pool

Exclude prospects in “Think” and

“Do” states

Watches Facebook video “yoga practice”(Only persona

Paula would find interesting)

PaulaRetargeting

Pool

ADVANCED TRADITIONAL RETARGETING

“Think”Retargeting

Pool“Do”

Retargeting Pool

Exclude prospects in “Think” and

“Do” states

Watches Facebook video “yoga practice”(Only persona

Paula would find interesting)

PaulaRetargeting

Pool

Sees “See” state ads

personalized to Paula’s concerns

ADVANCED TRADITIONAL RETARGETING

LET ME EXPLAIN… NO, LET ME SUM UP

• Personalization gets the right message to the right person at the right time

• Segmentation is they key to effective personalization

LET ME EXPLAIN… NO, LET ME SUM UP

• Persona and journey state are ideal segmentation options for personalization

• We can personalize web content, email, ads, and social media

LET ME EXPLAIN… NO, LET ME SUM UP

• CRM, marketing automation and account-based marketing (ABM) technology helps

• Retargeting technology makes personalizing ad and social media possible

RESOURCES

Customer Journey Templatehttp://iterativemarketing.net/?download_id=340de95da8e9916db05845a40aa52f14B2B Sample Personahttp://iterativemarketing.net/?download_id=e6e3fa5e10bf186086b9df6177a43e06B2C Sample Personahttp://iterativemarketing.net/?download_id=573becfbe75b263e66470a71b07e0d4e

Mapping Customer Journey (How-To)http://iterativemarketing.net/mapping-customer-journey-marketings-perspective/How to create B2B buyer personahttp://iterativemarketing.net/create-b2b-buyer-persona/Step by step B2C buyer persona: http://Segmenting Your Audience for Maximum Marketing Effecthttp://iterativemarketing.net/segment-audience-maximum-marketing-effect/

STEVE ROBINSONFounder/CEO, Brilliant Metrics

@SteveRobinson

Steve.Robinson@BrilliantMetrics.com

Questions? Let’s Connect

Read More of Steve’s WorkBrilliantMetrics.com

IterativeMarketing.net

QUESTIONS?