Personalized Marketing - Back to Marketing School
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Watch the full webinar here: https://www.rollworks.com/resources/webinar/personalized-marketing/ In this class, we’ll show you how to break away from default marketing and show you three strategies for adding personalization to your marketing efforts. You’ll learn: Creative and out-of-the-box direct mailer examples How to leverage personalized videos How to coordinate display, direct mail, and video to make a big impression
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Personalized Marketing - Back to Marketing School
- 1. Personalized Marketing Three secrets to making attention-grabbing personalized campaigns
- 2. Your lecturer for today’s class Bogdan Zlatkov Content Marketing Manager Sruthi Kumar Global Marketing Manager Tyler Lessard VP Marketing
- 3. Today’s Agenda 3 Using Personalized Video 1 Why do Personalized Marketing? 2 Out-of-the-box Direct Mail 4 Display, Direct-mail, & Video Working Together 5 Q&A
- 4. of buyers said they are more likely to do business with a company if it offers personalized experiences. 80% - Epsilon Research
- 5. of buyers said they are highly annoyed by the way brands continue to rely on the old- fashioned strategy of blasting generic ad messages repeatedly. 63% - Epsilon Research
- 6. The Marketing Menu Pick one from each column Offer ChannelAudience Articles Gifts Blog posts E-books Podcasts Free Trials Custom Report Case Study Video Webinars Direct Mail Events Field Marketing Pay Per Click Display Advertising Affiliate marketing Online Publication Email Search North America Prospects EMEA Prospects CMOs v Manager level High-intent prospects Active Customers Anonymous Web Traffic Deals being worked Analysts
- 7. The Marketing Menu Pick one from each column Offer ChannelAudience Articles Gifts Blog posts E-books Podcasts Free Trials Custom Report Case Study Video Webinars Direct Mail Events Field Marketing Pay Per Click Display Advertising Affiliate marketing Online Publication Email Search North America Prospects EMEA Prospects CMOs v Manager level High-intent prospects Active Customers Anonymous Web Traffic Deals being worked Analysts
- 8. Direct Mail 101 Going back to the basics
- 9. Let’s Break it Down Direct Mail 1 to Many Direct Mail 1 to 1
- 10. Where do I start? Pipeline Analysis Customer Journey State Your Goal
- 14. Doing it at Scale
- 15. Packaging
- 16. Pop-Quiz Roundup ❑ Identify your goal ❑ Have a clear call to action ❑ Think out of the box ❑ Know your customer journey
- 17. Events Getting the Most out of them
- 18. Gaining more from Events Evaluate based on ICP Plan coordinated outreach Communicate to GTM teams Make the most of it
- 19. Engaging Your Audience With Personalized Video Experiences
- 21. Why Video Works: The 4 E’s 1. Engaging: We’re hardwired to engage in storytelling 2. Emotional: Opportunity to invoke emotional responses 3. Educational: We process video faster and retain longer 4. Empathetic: Can develop trust and human empathy
- 23. ‘Hygiene’ Content Explainer and ‘Challenger’ videos that make their pain obvious and relatable Personal Customer Stories for social proof and to make their potential gains obvious and relatable
- 24. ‘Holy Moly!’ Content Wow-worthy campaign videos that stand out, humanize your brand, and surprise/delight prospects Fun/interesting shareable campaigns Custom videos for key Account Personalized videos at scale that are truly irresistible conversation starters
- 29. Personalized Sales Outreach Can you spot 3 differences between these outbound messages? 1. One is an automated template, the other is a custom, personalized video message (you can’t ‘auto-merge’ that!) 2. One is from a real human who must have done their research if they’ve put themselves on camera 3. One is likely to get a much higher engagement and response rate
- 30. Personalized Sales Outreach Personal Video Outreach [Email, Social] Custom Screen Recordings & Demos Executive Outreach
- 31. Personalized Sales Outreach Personal Video Outreach [Email, Social] Vidyard GoVideo: www.vidyard.com/GoVideo
- 32. Pop-Quiz Roundup ❑ Identify opportunities for video ❑ Make a plan for video creation ❑ Consider Personalized Video ❑ Get sales to try 1-to-1 video
- 33. Multi-Channel Strategy Adding Customized Display
- 34. The Marketing Menu Pick one from each column Offer ChannelAudience Articles Gifts Blog posts E-books Podcasts Free Trials Custom Report Case Study Video Webinars Direct Mail Events Field Marketing Pay Per Click Display Advertising Affiliate marketing Online Publication Email Search North America Prospects EMEA Prospects CMOs v Manager level High-intent prospects Active Customers Anonymous Web Traffic Deals being worked Analysts
- 35. Types of Ads 4 types of ads: ● Company / Brand ● Content promotion ● Customized ● Personal
- 36. Types of Ads Brand Message: ● Introduce your company ● Broad appeal
- 37. Types of Ads Content: ● Promotes your content ● Addresses specific need
- 39. Simple Customized Ads Using CRM Connectors
- 40. Simple Customized Ads Ad Unit CPL down 42% vs test
- 42. “Wow! Okay I’m impressed, let’s hop on a call.”
- 43. Q&A