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Personalization in Marketing
Meghan Keaney AndersonDirector of Product Marketing, HubSpot
My first job was painting donkeys for ceramic nativity scenes.
@MeghKeaney
MeghanKeaney Anderson
1 Building your Personalization Strategy
2 Examples
3 Personalization Pitfalls to Avoid
Agenda
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A TECTONIC SHIFT IS HAPPENING IN MARKETING.
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All I did was Google one question.
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What happens when people feel inundated?
86% percent of people ignore ads
82% of people say they ignore ads.
Source: GooTechnologies
74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
Source: Janrain
We are drawn to relevancy.
Fun fact about me…
#YippieKayYay
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Top Picks for Meghan
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Personalized Search
“Today we're helping people get better search results by extending Personalized Search to signed-out users worldwide… Now when you search using Google, we will be able to better provide you with the most relevant results possible. For example, since I always search for recipes and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes.”
-- Google Blog, 2009
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Google Now& Hummingbird
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The internet is rising to meet us where we are.
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And companies that do the same are seeing
results.
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities
Source: DemandGen
In-house marketers who personalize their web experiences see on average a 19% uplift in sales
Source: A 2013 Monetate/eConsultancy
Inbound marketing brought us out of the deluge of irrelevant advertising.
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Can it do the same for content?
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Building a Personalization Strategy.
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Technology has madethis easier to do…
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It has notmade it easy to do well.
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Not…quite Sad little lower-case s.
Wait, did you just insult me?
Aw man, then what am I doing in Cambridge?
1. Define personas2. Determine decision points3. Choose personalization techniques
Steps to develop a personalization strategy
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1 Define Personas
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Name:
Role:
Demographics:
Goals:
Challenges:
Interests:
How they make decisions:
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2 Determine Friction Points
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Where are decisions happening in your marketing?
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What factors hold up decisions on your site?
Pricing Pages Testimonials
Geographic ReferencesConversion points Challenge Scanning
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Personalization Techniques3
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Fit into the screens I use to view the
world.
(all of them)
Devices
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Location
Show me companies like me.
(Birds of a feather buy together)
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Default Testimonial View
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Massachusetts Testimonial View
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Show me what I care
about.
(and only that)
Interests
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Get on my schedule.
(not yours)
Timing
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First Time Visitor View Customer Upsell View
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Personalization Pitfalls.
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Start Small. Get this Right.
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Be Useful, Not Clever.
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Don’t Restrict Options.
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Remember This SEO Rule.
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Remember thatTECTONIC SHIFT I was mentioning?
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Thank you.
Tell me what you thought?@MeghKeaney #INBOUND14