personalization strategy product
TRANSCRIPT
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Personalizing your Marketing with Smart Content
Meghan Keaney Anderson
Director of Product Marketing, HubSpot
Fun Fact: My first job was painting donkeys for ceramic nativity scenes.
@MeghKeaney
MeghanKeaneyAnderson
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Why personalize?
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You’ve all heard this statistic…
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.
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You probably know this fact…
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
1. Define personas2. Determine friction points3. Choose personalization techniques
Steps to develop a personalization strategy
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Define Personas 1
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Define Your Personas
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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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3 Choose the Right Personalization Technique
1 Personalize by Lifecycle Stage
2 Personalize by Persona and Interest
3 Personalize for First Time or “Anonymous”
Visitors
You’ll learn how to:
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Follow along if you’d like...
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PERSONALIZING BY CUSTOMER LIFECYCLE
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Use a page with a Rich Text Module
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Choose The Type of Smart Content You Want
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Choose The Stage You Want
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Create Your Personalized Content
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Check Your Work
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PERSONALIZING BY PERSONA & INTEREST
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Use a page with a Rich Text Module
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Choose The Type of Smart Content You Want
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Choose The List You Want
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Create Your Personalized Content
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Check Your Work
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PERSONALIZING TO FIRST-TIME VISITORS
NEW!
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Choose The Personalization You Want
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4 AVOIDING PITFALLS IN PERSONALIZATION
Technology has madeThis easy to do…
It has notmade it easy to do well.
History is littered with personalization attempts gone wrong…
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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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Thanks For Your Time.
Happy (responsible)
Personalizing!