Content Targeting and Personalization: Improving Engagement at the Account Level

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Content Targeting and Personalization: Improving Engagement at the Account Level Jeff Fuhriman | Manager Digital Marketing Optimization Sunny Beck | Manager, Conversion Optimization

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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Jeff Fuhriman Senior Optimization Manager, Adobe [email protected]

Sunny Beck Manager, Conversion Optimization, Adobe

[email protected]

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

Welcome and Overview 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Q & A 5

Executive summary and core message

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Key Takeaways

§  Learn to leverage all available data to create and categorize content for the highest value segments and profiles.

§  Identify third-party data/tools that can provide account level data and supplement or replace expensive qualitative data. Doing so will help you create content more efficiently and make it more effective for current and prospective customers.

§  Let your research findings drive your content marketing and your product development/management efforts.


Identify, engage and convert visitors from your most important segments by keeping it personal


Recognition | questions | past transactions | past and present behavior | feedback

Personalized Experience


How do we do that?

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Demandbase IP lookup | search terms | customer

database | behavioral score | Scene7 image rendering


Using everything you’ve got to keep it personal


Executive summary and core message 1 Catapult Yourself Up the Digital Marketing Sophistication Curve 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Takeaways and Q & A’s 5

3 Steps to move from “anonymous” to targeted content

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Agenda


Step 1: Prioritize your highest-value areas

§  Display §  Emails §  Search Landing Pages §  Home Page §  Portal Pages §  Product / Solution Pages §  Login Pages §  Landing / Registration / Form Pages

1.  Landing / Registration / Form Pages 2.  Home Page 3.  Portal Pages 4.  Product / Solution Pages 5.  Login Pages 6.  Search Landing Pages 7.  Email 8.  Display


Step 2: Create and categorize content for high-value segments and profiles

Let our Customer

tell the Adobe story

Categorize Content

(buying stage, value… ) during

development and evangelize

Test multiple titles,

copy, creative… (A/B, MVT, Flash)



1. Loosening of the Status Quo

2. Committing to Change

3. Exploring Possible Solutions

4. Committing to a Solution

5. Justifying the Decision

6. Making the Decision

Education Phase

Solution Phase

Vendor Selection Phase



Create content across all stages of the buying cycle to target appropriately


Step 3: Use account identification to target content to ‘anonymous’ visitors


Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Predict, Allocate, and Measure Key Performance, not just the Indicators 3 Transactional B2B examples and results 4 Takeaways and Q & A’s 5

Complex sales cycle examples and results

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Agenda


What would you do differently if you knew the company that was about to visit your website?





Adobe Target & Demandbase Targeted Campaign to E-Retailers *Demandbase plugin and Adobe Target campaign set up to serve targeted content based on reverse IP lookup


Keyword Targeting *Layer of keyword targeting added to Demandbase targeting


Behavioral Targeting *Layer of behavioral targeting starts working with keyword targeting, added to Demandbase targeting


Adobe Target identifies incoming

keyword

Adobe Audience Manager identifies company profile in customer database

Demandbase IP identifies Industry/

Company

Customer database identifies existing

profile with Audience Manager

(product usage)

Adobe Experience Manager / Target /

Scene 7 serves unique content

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EZcontacts.com


Adobe Target & Demandbase Form Field Pre-pop *Adobe Target campaign interacts with Demandbase to populate form fields based on reverse IP information




Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Optimize the Marketing & Media Mix 4 Takeaways and Q & A’s 5 Transactional B2B examples and results

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Agenda


Acrobat Services

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About FormsCentral

Web-based form and survey building tool which allows users to quickly create forms, simply distribute and analyze results.

Product is still in the introductory stage

Majority of traffic to site is driven by Adobe Reader

Massive number of users are currently Free Trial members


The Problems

We knew very little about our current customers

We knew next to nothing about our site visitors

Our site order conversion was very low

The business was far from profitable


Quick Solution

Quick Solution: Hire an agency to conduct a survey in an effort to better understand who our customers were.


Survey Results

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Industry Breakouts

Education Non Profit Healthcare Software Marketing

Survey Data 15% 9% 7% 6% 6%


Survey Issues

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This was great data but we still know nothing about who our site visitors really were.

The results were not representative of entire customer base. Only our most loyal customers.

This was a very expensive set of data to gather.


The main issue

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We still knew very little about our site visitors.

“The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown”

H.P. Lovecraft


A different approach

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Demandbase gave us the ability to understand who was visiting our site, both existing customers and potential customers.


Demandbase

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Very minimal effort towards implementation

Ability to receive real-time data

Gave us insight into who our site visitors were at a tenth of the cost


Demandbase

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Sample Size

Demandbase

Demandbase

Survey Data

Survey Data

Cost


Demandbase learnings

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Education Non Profit Healthcare Software Marketing

Survey Data 15% 9% 7% 6% 6%

Demandbase

Data 25% 15% 6% 5% 5%

Industry Breakouts


Targeted Offerings

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Homepage

Education Segment

Nonprofit Segment


Results

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Homepage Education Segment Nonprofit Segment Homepage


Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Q & A 5 Takeaways and Q & A’s

43

Agenda


Demandbase IP lookup | search terms | customer

database | behavioral score | Scene7 image rendering



Key Takeaways

§  Learn to leverage all available data to create and categorize content for the highest value segments and profiles.

§  Identify third-party data/tools that can provide account level data and supplement or replace expensive qualitative data. Doing so will help you create content more efficiently and make it more effective for current and prospective customers.

§  Let your research findings drive your content marketing and your product development/management efforts.



Jeff Fuhriman [email protected] LinkedIn: Jeff Fuhriman

Sunny Beck [email protected] LinkedIn: Sunny Beck

Date post:	09-May-2015
Category:	Technology
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Content Targeting and Personalization: Improving Engagement at the Account Level

Technology