Digital EDGEucationThe Autumn Edition 2015

#4PsEDGE@4PsMarketing

The role of digital to drive personalisation in B2B

Paul Coxhill, WGSN

#4PsEDGE@4psmarketing

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ADWORDS CERTIFIEDMOST MARKETING IS STILL BROADCAST

ADWORDS CERTIFIEDWHAT IS PERSONALISATION?Right time

Right channel

Relevant communication

Designer

Buyer

Strategist

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ADWORDS CERTIFIEDMAKING THE UNKNOWN KNOW

Behaviour AttributesLocationDevicesSource

Unknown Known

ADWORDS CERTIFIEDJOURNEYS New lead arrives via PPC campaign

Added to relevant nurture stream based on previous behaviours. i.e. ‘Design Stream for North America

Outbound communication with relevant content. Lead uses form-fill based on social profiles

Relevant messages targeted through social.

On-going conversation across multiple channels, gathering insight and information that can be used to drive real personalization.

All interactions with the brand can be linked regardless of order to build up an ever more detailed profile of the lead interacting.

ADWORDS CERTIFIEDMARKETING TO YOU: BUILDING A RELATIONSHIP AT WGSN

Daily Top 100 personalised recommendations on site and email Based on behaviours and attributes

ADWORDS CERTIFIEDBUILDING A RELATIONSHIP More relevant and targeted communication across social media to drive

engagement and build the relationship

ADWORDS CERTIFIEDPERSON TO PERSON MARKETING

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Thank you.

#4PsEDGE@4PsMarketing