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How to Personalize

Your Website Content
In the Moment.
#personalizenow	
  

INTRO.!

KARL WIRTH
CEO/FOUNDER

DAN FLANIGAN
VP of PRODUCTS

@wirthkarl

@danflan

linkedin.com/in/karlewirth

linkedin.com/in/danflan
AGENDA.!

#personalizenow	
  

§  Website challenges marketers face today
§  Customer personas determine relevant content
§  Personalization makes every web experience
awesome
#personalizenow	
  

Who We Are
!
#personalizenow	
  

Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to personalize the digital
experience for every visitor.
All without IT.
#personalizenow	
  

Percussion	
  So,ware's	
  award-­‐winning	
  web	
  
content	
  management	
  system	
  is	
  used	
  by	
  
higher	
  educa8on,	
  government	
  agencies,	
  and	
  
businesses	
  to	
  create	
  engaging,	
  effec8ve	
  
content	
  that	
  looks	
  great	
  on	
  any	
  device.	
  	
  
3 BIG CHALLENGES
WEB MARKETERS FACE TODAY
!
LOW ENGAGEMENT.

#personalizenow	
  

You could be engaging visitors better
so they spend MORE TIME ON-SITE OR IN-APP
and learn more about your company and offerings
LOW CONVERSIONS.

#personalizenow	
  

You need to CONVERT VISITORS TO LEADS
or move existing leads down the funnel.
$30B
Advertising

Marketers
spend $45
BILLION/YEAR
trying to get to
“YES” online.

$5B
Web Experience

$5B
Email marketing

$5B
Analytics
Yet conversion rates
are PAINFULLY

LOW.

2%
$10B
POOR RETENTION.

You want REPEAT VISITORS
and advocacy!

#personalizenow	
  
#personalizenow	
  

THE ANSWER IS
PERSONALIZATION
HERE ARE THE 4 KEYS
!
#personalizenow	
  

STEP 1

DEFINE YOUR PERSONAS
!
How to Personalize Your Website Content in the Moment
#personalizenow	
  

STEP 2

BUILD A GREAT SITE AND
KEEP IT UPDATED / RELEVANT
!
“Tradi1onal	
  marke1ng	
  
talks	
  at	
  people.	
  	
  
Content	
  marke1ng	
  talks	
  
with	
  them.”	
  	
  
–	
  Doug	
  Kessler	
  
#personalizenow	
  

STEP 3

UNDERSTAND YOUR
STAGES OF INTENT
!
TODAY, A WEBSITE DOESN’T RESPOND.
BUT A FUNDRAISER DOES.
RELATIONSHIP: Given $1M
PERSONA: Alumni
INTENT: Learn about Events
	
  

RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much	
  
TODAY, A WEBSITE DOESN’T RESPOND.
BUT AN ADMISSION OFFICER DOES.
RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
	
  

RELATIONSHIP: Alumni
PERSONA: Parent of Senior
INTENT: Make decision about
whether to bother applying	
  
#personalizenow	
  

STEP 4

PERSONALIZE IN REAL-TIME
TO EACH PERSONA-INTENT
!
#personalizenow	
  

CAPTURE BEHAVIOR
(visually out of the site)

§  Per-Visitor, User, Account
Anonymous to Named

§  Clickstream, Context, Tags
Time on page and in
category
Progress in funnel

§  Attributes, Transactions
§  Form Fields, Surveys
§  History from other systems

UNDERSTAND
PERSONA – INTENT

§  Set up rules to segment
§  Analyze differences amongst
segments

RESPOND IN
REAL-TIME

§  Visually browse site and
target communications.

§  Personalize site in <300ms
YOUR WEBSITE = YOUR BEST FUNDRAISER
1.  UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Planter in last 2 hours
15 minutes comparing options
But now bouncing off site

RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much	
  

2. RESPOND
YOUR WEBSITE = BEST ADMISSIONS OFFICER
1.  UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Planter in last 2 hours
15 minutes comparing options
But now bouncing off site

RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid

2. RESPOND
#personalizenow	
  

OTHER EXAMPLES
!
PERSONALIZATION ENABLES TARGETED
RESPONSE.
1.  UNDERSTAND PERSONA-INTENT
4 visits to getting started topics
2 visits to same Planter in last 2 hours
15 minutes comparing options
But now bouncing off site

RELATIONSHIP: Visited, no buy
PERSONA: Beginner gardener
INTENT: Purchase full bed today	
  

2. RESPOND
REAL-TIME MARKETING ENABLES A TARGETED
RESPONSE
1.  UNDERSTAND PERSONA-INTENT
Comes in deep-linked to article
Spends 5 minutes reading, leaves	
  

RELATIONSHIP: Visit occasionally
PERSONA: Personal investor
INTENT: Read 1 article then leave	
  

2. RESPOND

Take a tour of MarketWatch.
See what else we can offer. Start ›
SEGMENT AND TARGET AUDIENCES BASED WHO
WHO THEY ARE
#personalizenow	
  

In Conclusion
!
#personalizenow	
  

Walk	
  a	
  mile	
  in	
  their	
  shoes	
  
	
  
Give	
  before	
  you	
  take	
  
	
  
Personaliza1on	
  is	
  a	
  dialogue,	
  not	
  a	
  monologue	
  
Q&A
www.percussion.com
Learn more about Percussion at

www.percussion.com

#personalizenow	
  

www.Evergage.com/Blog
Free Real-Time Personalization Resources:

www.evergage.com/resources
See a Demo of Evergage

www.Evergage.com/Request-a-demo
twitter.com/percussion
linkedin.com/company/percussion-software

twitter.com/evergage

facebook.com/percussionsoftware

linkedin.com/company/evergage

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