marketing personalization webinar
TRANSCRIPT
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
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
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
Questions? Let’s Connect
Read More of Steve’s WorkBrilliantMetrics.com
IterativeMarketing.net
QUESTIONS?