Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [First Name]"
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This document summarizes a presentation on personalized marketing strategies. The presentation discusses how personalization can increase engagement by greeting customers by their first name, but that personalization requires more than just greetings. It provides five examples of personalization: 1) segmenting audiences into smaller lists, 2) using multiple communication channels, 3) tailoring content dynamically, 4) gathering user preferences, and 5) using machine learning. The presentation was given by Katie Staveley from Mautic, who discussed how their marketing automation platform can be used to enable personalized experiences across digital channels.
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Five Examples That Prove Personalized Marketing
Doesn’t Start With “Hello [First Name]”
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Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [First Name]"
- 1. #SPS18 Five Examples That Prove Personalized Marketing Doesn’t Start With “Hello [First Name]” SPONSORED BY:
- 2. Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists #SPS18
- 3. February 25–27, 2019 Join Our B2BMXperts community: b2bmx.influitive.com/join/now Hyatt Regency, Scottsdale www.b2bmarketing.exchange LinkedIn.com/showcase/b2b-marketing-exchange Twitter.com/B2BMX Facebook.com/B2BMarketingExchange/
- 4. #SPS18 #SPS18 Prize Pack: Register & Attend to Win Join all our #SPS18 sessions live for the best chance to win • $10 Starbucks gift cards - 1 winner per session • Free passes to #B2BMX - 1 winner per day
- 5. How are we doing? #SPS18 Questions, Tweets, Resources, Survey
- 7. 5 Examples That Prove Personalized Marketing Doesn’t Start with Hello [First Name]KATIE STAVELEY | VP OF MARKETING | KATIE@MAUTIC.COM | @STAVELEY_KATIE
- 8. Hello Katie!
- 9. ❖ Reminder on the core value of personalization ❖ Key ingredients to a best-in-class approach ❖ 5 practical examples besides ”Hello {First Name|you},” ❖ Personalization with Mautic A Few Things We’ll Cover My goal is to deliver a handful of practical nuggets you can try tomorrow
- 10. Personalization: “A means of meeting the customer's needs more effectively and efficiently” Cross the digital bridge and connect with an individual ● Meet/greet your audience ● Learn about their interests ● Recognize them when they return ● Share helpful content or offers that are interesting to them A personalized experience helps build TRUST and LOYALTY. Our job is to SELL TO PEOPLE who have individual interests, needs, and behaviors.
- 11. Email personalization can increase your reply rate by 100%. - Woodpecker Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor You had me at Hello {First Name} Table stakes for today’s digital marketing A missed opportunity to create a delightful experience
- 12. Endless Possibilities But not as overwhelming as it might seem I see that you’re the {job title} at {company name}Hello {First Name}! Thank you for your recent purchase, you might like {recommendation} Hello {first name} welcome back, what can we help you with today? Thanks for stopping by our booth last week, I recall you said you’re interested in learning more about {solution} Hello {first name} I see that you’re a Bentley grad, I’m class of 2012. As a fellow alumna… Hello {first name} you haven’t claimed your 15% off. Use {coupon code} to save on your next order! Hi there {first name}. Our customer {company name} is also a {industry} company and switched from {competitor} recently. Check their story here.
- 13. Data Integrity The keystone to personalization Connecting Systems Capturing Interactions Learning Preferences
- 14. Content Two Sides to Personalization Data Working hand-in-hand
- 15. @MAUTIC WWW.MAUTIC.COM 5 Practical Examples of Personalization
- 16. Possible dimensions: ● Geography ● Demographic ● Firmographic ● Affinity / interest ● Past behavior ● Real-time behavior Focus on refining segments that are most valuable to your business 1. Segmentation Organize your audience into smaller more targeted lists
- 17. Challenge Yourself and Your Team: ● Don’t limit to just email ● Apply personalization across all your channels. ● Cross channels that you do AND don’t control ● Don’t assume anything 2. Multiple Channels Get outside the inbox
- 18. 3a. Dynamic Content Tailor your email content based on user demographics or behavior ★ REGION 1 ★ REGION 2
- 19. 3b. Dynamic Content Apply the same tactics on your website ★ UNKNOWN ★ KNOWN
- 20. Give individuals a choice – ask them what they want 4. Preferences Be a good listener ★ Types of content ★ Channels to receive information ★ Frequency of messages ★ Break up
- 21. Optimize message delivery ● Time of day or week ● Frequency ● By channel Optimize message content ● By device ● By interest (short vs. long version) ● Visual vs. text only 5. Machine Learning | AI Boo beep boop… let the machines take over Hello {First Name}
- 22. 1. Imagine the experience you want to create for each of your key audience segments 2. Be creative with how you want to reach them 3. Apply a mix of tried-and-true tactics with your new ideas 4. Make it easy for your audience to communicate with you 5. Start simple — perfection is earned over time 6. Bias toward action: measure, iterate, scale Tips for Getting Started By week’s end your audience can have a personalized experience
- 24. The world’s only Open Marketing Cloud Enables companies to automate and personalize their entire digital experience: ● Across properties -- from websites to SaaS platforms to e-Commerce to mobile apps ● Across channels -- from email to mobile alerts to SMS to website toolbars to social channels Only Mautic enables companies to create a singular, seamless brand experience
- 25. Open Marketing Cloud Includes World-class Solutions to Deliver Superior Results Mautic MARKETING AUTOMATION Maestro Maven MARKETING MANAGEMENT MARKETING INTELLIGENCE
- 26. Digital Marketing Problems Solved Modern Solutions for Today’s Business Website tracking Progressive profiling Web forms Landing pages Contact management Audience segmentation Email marketing Automated campaigns Multi-channel communications Dynamic content Lead scoring Account-based marketing Third-party integrations Reporting & attribution Dashboard analytics Account-based marketing
- 27. Campaigns Mautic Product Snapshot ▶ Launch Personalized, Multi-channel Campaigns Quickly
- 28. Email Templates Mautic Product Snapshot ▶ Simply Create Effective, Personalized Emails
- 29. Audience Segmentation Mautic Product Snapshot ▶ Build Target Lists Based on Demographic/Behavioral Data
- 30. Integrations Mautic Product Snapshot ▶ Connect with Plugins, Integrations and the Open API
- 31. Summary Key takeaways from today Build trust with the people you’re talking to with personalized experiences. 5 examples of personalization 1. Segment in smaller targeted lists 2. Get outside the inbox into other channels 3. Dynamically tailor content in email and website 4. Gather audience preferences 5. Baseline success for machine learning Get started this week with a bias toward action.
- 33. Thank you for joining today! Want to connect or learn more? Contact me: Email: katie@mautic.com Mautic Slack: @katie_s Twitter: @staveley_katie Contact Mautic: Email: hello@mautic.com Chat with us at: www.mautic.com Want a guided tour of Mautic? www.mautic.com/demo
- 34. #SPS18 Q&A / Speakers Katie Staveley Mautic Elise Schoening Demand Gen Report
- 35. #SPS18 Register for more sessions now thru November 9th Join Our Next Session: How to Build an End-to-End Account-Based Strategy webinars.demandgenreport.com/strategy-and-planning-series/2018 November 7th 3:00 PM Eastern
Hinweis der Redaktion
- So today I’m going to start with a story that you may relate to. These photos are of one of my favorite take-out (and sit-down) restaurants in the great city of Nashua NH. My husband and I are known to swing by for a few cocktails and snacks on a Saturday afternoon; and when we bring the whole fam it’s usually for the Hibachi show. But most of the time I’m giving them a ring on my way home from work on Friday nights for sushi take out – sashimi, negiri, maki rolls, you get the idea. The same person usually answers the phone to take my order, and I say “Hi, I’d like to place a take out order.” he says – “may I have your name”. “my name is katie” – “oh hello katie how are you?” – he immediately recognizes me on the phone and when I go in there I’m always greeted with a smile and my first name. At first I was a little embarrassed thinking man I should be cooking more at home and not spending so much $$ here. But I’ve grown to really enjoy the pleasantry and I’m bummed when I go in when he’s not working.
- We’ve all been talking about personalization for some time now. It’s not a new concept and I’m probably the 1000th person who’s stood up on a stage like this one to talk about the topic. I don’t think it would be a good use of our time here discussing what personalization is. However, I do think it’s good idea to start by reminding ourselves that personalization is about: -(as TechTarget defines it) “a means for meeting customer needs more effectively and efficiently” So in plain English what does that really mean? -enabling your audience to connect with you >>Meet/greet your audience; learn about their interests; recognize them when they return; and add value by sharing helpful content or offers that would be interesting to them -personalizing the experience helps your audience feel at ease, helps build trust, and helps lead to loyalty >>Trust: begins to build a relationship based on the fact that you know who I am, you understand my needs
- There are many opportunities where you can apply personalization to your brand experience.
- While data integrity is critical there are actually two key ingredients to personalization. You can’t create a personalized experience without having both of them working together. Like many other functions in a modern marketing organization, you need to think about how to work across roles to build a strong personalization strategy. This is where your creative brain and analytical brain come together to execute on your ideas. And like any other best-in-class approach, it starts with building your theory, testing those ideas, iterating and optimizing. It’s no different for your personalization campaigns.
- Think about how you can slice and dice your audience into smaller more specific groups, then you can tailor more specific, relevant content to those groups. Real-time behavior. We were talking to a ski resort yesterday about how one of the ways they could personalize an experience would be targeting individuals who have purchased a season pass in the past that have just purchased a day pass for the new season. Sending them targeted messages about their experience and inviting them to sign up for current season pass.
- Don’t assume anything: just because chat didn’t work in the last company you worked for doesn’t mean it won’t work at the new one. “I’m B2B, we don’t send text messages.”
- Break up - GDPR
- This is more of a future topic, but the power of machine learning and AI is coming. Before we know it, we’ll have it at our finger tips and it will be the new table stakes of digital marketing. We just talked about 4 different examples of personalizing your marketing, machine learning will help you get to the conclusions faster and enable you to further automate delivery of messages at scale. For example, it can help you optimize message delivery based on historical data – both collected for an individual or based on aggregate data for a segment. In other words draw conclusions for lookalike audiences until you have enough data for the individual. Machine learning and AI will help you optimize messages for the best time of day or week to send a message to an individual, how frequently, and through the channel they tend to prefer. It can even help with optimizing content for device, by length and format. Even more reason to invest in personalization now with the tools you have. Like anything else, you start with the resources you have to build campaigns, test, iterate, get your baseline and then you’ll know what success looks like you incorporate machine learning to expand and automate further.
- Marketer-to-marketer demo: contact me personally