content personalization - why it helps
TRANSCRIPT
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Content Personalization:
Why it Helps.
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Content Personalization: Why it Helps.
• Customize content to engage more prospects
– Your customers are diverse.
– Your content should be personalized to increase engagement.
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Understand Your Prospects
• What is their “profile”?
• What are they looking for?
• What stage in the sales cycle?
– brand awareness
– self teaching
– studying offerings
– comparing to competitors
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82% of prospects say industry specific content is valuable
67% say content targeted to their job function is more valuable
49% say content targeted to their company size is preferred
Some facts from Marketing Sherpa about customized content:
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Steps for Effective Content Customization
1. Understand your existing prospects
2. Focus on Targeting the 3-4 most valuable
3. Determine content that can be easily and effectively altered
4. Create variations and deliver in real-time
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Create Multiple Content Versions
• The same content will not work for everyone
• Don’t reinvent the wheel, just personalize
• A few minor tweaks to current content strengthens relevancy
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Vary Your Content
• Change wording to match market
• Different Languages
• Present relevant images
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Increase effort by 15% to help you reach the 98%
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Case Study
• Insightera targets Marketo and general marketing automation users
• 2 Powtoon Videos, slightly different content, see here:
General Marketing Automation Powtoon
MarketoPowtoon
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Content Personalization Example
• One case study, with tailor, personalized content targeted to three segments:
– Healthcare Industry
– Large Companies in the US
– Visitors Seeking Specific Solution
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EX:
Healthcare Industry
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EX:
Large
Companies in the
US
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EX:
Visitors
Seeking
Specific
Solution
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Campaign Strategy
Personalized all content for Marketo users:
• Powtoon Video
• Blog Post
• Targeted Emails
• Insightera Campaign displaying Marketo video
• Sales Scripts
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Campaign Results After 3 Weeks
• Many Marketo leads visited our site.
• 4x Increase in Lead Generation
• 2x Improvement in Demo to Trial Conversion
• Avg. Demo Time Cut By Half - Prospects Already Educated
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Moral of the story?
Higher ROI on Content with Personalization
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