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Content Personalization:Why it Helps.
Content Personalization: Why it Helps.• Customize content to engage more prospects  – Your customers are diverse.  – Your ...
Understand Your Prospects• What is their “profile”?• What are they looking for?• What stage in the sales cycle?   – brand ...
Some facts from Marketing Sherpa about                  customized content:82% of prospects say industry specific content ...
Steps for Effective Content Customization1. Understand your existing prospects2. Focus on Targeting the 3-4 most valuable3...
Create Multiple Content Versions• The same content will not work for everyone• Don’t reinvent the wheel, just personalize•...
Vary Your Content• Change wording to match market• Different Languages• Present relevant images
Increase effort by 15%to help you reach the 98%
Case Study• Insightera targets Marketo and general marketing  automation users• 2 Powtoon Videos, slightly different conte...
Content Personalization Example• One case study, with tailor, personalized content  targeted to three segments:   – Health...
EX: Healthcare Industry
EX: Large Companies in the US
EX: Visitors Seeking Specific Solution
Campaign StrategyPersonalized all content for Marketo users:• Powtoon Video• Blog Post• Targeted Emails• Insightera Campai...
Campaign Results After 3 Weeks• Many Marketo leads visited our site.• 4x Increase in Lead Generation• 2x Improvement in De...
Moral of the story?Higher ROI on Content with Personalization
Content Personalization - Why it Helps
Content Personalization - Why it Helps
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Content Personalization - Why it Helps

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A presentation on the benefits of content personalization and how it helps your overall B2B marketing plans.

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Content Personalization - Why it Helps

  1. 1. Content Personalization:Why it Helps.
  2. 2. Content Personalization: Why it Helps.• Customize content to engage more prospects – Your customers are diverse. – Your content should be personalized to increase engagement.
  3. 3. 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
  4. 4. Some facts from Marketing Sherpa about customized content: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
  5. 5. Steps for Effective Content Customization1. Understand your existing prospects2. Focus on Targeting the 3-4 most valuable3. Determine content that can be easily and effectively altered4. Create variations and deliver in real-time
  6. 6. 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
  7. 7. Vary Your Content• Change wording to match market• Different Languages• Present relevant images
  8. 8. Increase effort by 15%to help you reach the 98%
  9. 9. Case Study• Insightera targets Marketo and general marketing automation users• 2 Powtoon Videos, slightly different content, see here: General Marketing Marketo Automation Powtoon Powtoon
  10. 10. 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
  11. 11. EX: Healthcare Industry
  12. 12. EX: Large Companies in the US
  13. 13. EX: Visitors Seeking Specific Solution
  14. 14. Campaign StrategyPersonalized all content for Marketo users:• Powtoon Video• Blog Post• Targeted Emails• Insightera Campaign displaying Marketo video• Sales Scripts
  15. 15. 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
  16. 16. Moral of the story?Higher ROI on Content with Personalization

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