Personalization Strategies for
Powerful Digital Experience
Asmita Singh
Vice President, Digital Experience & Marketing Optimization PR Newswire
Disruptive Communication is The Reality
1. Fragmented media is the biggest challenge for todays marketers. 2. Consumer’s average
attention span is only 8 seconds2 .Even more important to get users attention in every
message & at every channel.
3. Only 37 % of consumers1 find
content across multiple devices relevant &
engaging.
Buyers are
everywhere Messaging is everywhere
1 - Balancing Act- Getting Personalization RightComsScore Multi Platform Report, 2015 2 -Entrepreneur Article
Why is Personalization Important?
Technology & Data
Buyers
Communications Personalization
Personalization places the right content in front of the right
audience at the right time, at the right channel , driven by right
PR Newswire’s Approach For Building Digital Experience Strategy
Buyers Goals
Perpetual Demand Generation Strategy
Cohesive Digital Experience Across Channels
PR Newswire created a 7-Step Guide for Demand Generation
Buyer Insights
Content Architecture Data & Analytics
Marketing Technology
Inbound & Outbound Marketing Lead Management
Step 1: Develop Buyer’s Insights
• Build buyer persona architecture
• Based on
external/internal research, identify
– Buyer segments – Pain points
– Strategic priorities – Objectives
– Operational triggers
• Create content to serve above identified needs by persona.
1 2
Buyers Insights Research
Content Creation by Buying Stages
Output of Step 1: Foundation of Digital Experience Buyer Segments & Persona Architecture.
Identified key Buyers
Segment
Built Persona Architecture
Identified Buying Stages
Step 2 : Map Content to Buyer Journey by Segment & by Persona
Create
Content Based On Needs
Map
Content To Buyers Journey
Build
Buyer Nurturing Model
Step 3: Collect Data & Build Processes Buyers data collection
• Buyers data
– progressive forms – Data augmentation
• Behavioral data
– Web analytics data – Third party analytics
• In house data
– Financial data/ transactional data – Customers’ data
Anonymous User
Highly Sophisticated Buyer Profile
Segment : Boutique Agency Role : C-Suite
Company Size : < 50 Employees Demographic Score : 400
Behavioral : 1200
Lead Qualification Date Stamp: 4/25/2015 Lead Stage : Qualified Hot
Activity:
Step 4: Creating Marketing Technology Stack to build Personalized Digital Experience
User Authentication s Editorial Platform CRM Internal Applications User Authentication s Data & Analytics Digital Experience Paid Marketing Marketing Automation Buyers View Marketers View Technology View Responsive
Websites Microsites Apps Ad Units Emails
Earned Media
Personalization Implementation : Merging Data & Content Using Technology
Apply buyer’s insights for personalizing content in
inbound/outbound marketing using content architecture across channels.
• Marketo stores buyers’ profiles. –Make bi-directional
information share between Marketo & channels.
• Content mapping nurturing model by buying stages and buying segments are applied across channels. – Nurture models replicated across channels
• Optimization based on content performance and buying behavior.
Examples of Inbound/Outbound Personalization
• Website Personalization
– Personalized content based on persona & buying stages
– Recommendation of content based on behavioral data and persona
• Email Personalization
– Email nurturing based on persona & buying stages – Newsletters and drip nurture tracks
• Digital Paid Personalization
– Content nurturing based on persona & buying stages
– Pay per click ( Google, Yahoo, Bing), Unified Social, LinkedIn, Twitter – Webinars (targeted audience & personalized engagement)
• Multichannel Content Promotion Personalization
Website: Progressive Data Collection for User Profile • Progressive profiling
& auto fill
• Build user profile in Marketo
• Explicit ask • Implicit (data
append)
Website: Content Personalization on prnewswire.com • Knowledge center has 2
types of content
• What I NEED TO KNOW
• Editorial pick
• Best performing content
• Blog
recommendations
• What I WANT TO KNOW
• Implicit personalized content based on buyer profile and behavior
• WMA stores API cookie data from Marketo and maps CMS content
variables.
1- What I NEED TO KNOW
Website: Personalized Recommendations on PRNEWSWIRE.COM/BLOG
• Blog is considered strategic engagement channel for attracting early stage buyers.
• Buyers mapped content offers are recommended on blog based on
• Buyers profile
• Buyers behavior/stage
• Increased Knowledge Center impressions and content offers downloads by 1 %.
Results : Website Results Attributed To Personalization • Website is the top performing
channel for demand generation.
• 73 % Increase On Average
Monthly Visits To Knowledge Center.
• 66 % Increase In Organic Visits (All Search Engines) To
Knowledge Center.
• 84 % Increase in Google Driven Traffic.
• 144% Increase In Mobile Driven Traffic To Knowledge Center. • 55 % Increase In Return Visits
At the right buying stage – buyers accelerate to take convert
• 72 % increase in traffic sent to “send A press release” (accelerator path from knowledge center ).
• 93 %increase to “contact us” page from KC
(accelerator path from KC).
Results : Website Results Attributed To Personalization
Buyers Ready to Send a Release
Email Personalization: Email Nurture via Marketo • Outbound Email Nurture
• Once the buyers’ data is in Marketo, email nurture model is applied.
• Users receive personalized email at pre-defined cadence progressing them to next buying stage content via email.
• Conversation tracks are defined for each segment.
• Subscription/ Drip Nurture Newsletters
• Buyers can subscribe blog newsletters customized by persona.
• Drip nurture bi weekly newsletter
CMS (Content Store) Content Connector Populates Marketo Token Newsletter Creation by Segment and by Persona
Digital Personalization :Strategy for Digital Paid
• Apply content architecture model on paid digital
• Content offers promoted in PPC, Bing, Yahoo to targeted persona & buying stages.
• Content nurture model is replicated on paid ( if/then statements)
• Re-targeting
• Bizo script code is placed in each page, which tracks visitor information and saves them in their own system.
• Next time if the same visitor goes to Bizo network websites, the content will be personalized based on saved information.
• Content nurture model is replicated on re-targeting network.
• Social paid
– Serve content by segment & persona, tracking back to Marketo
• Webinars
• Webinars are also used for progressing buyers through stages.
Buyer Segments
Content Mapping by Segment & by buying Stages
Nurture
Results: Personalized Multichannel Content Promotion
• Personalized Messaging Across PAID/OWNED/EARNED Media Mix Resulted in 256 % More Impressions & 168 % More
Downloads, Compared To Other Content Which Were Just Promoted On One Channel.
Website Section
PPC Ads
Forward Looking – Digital Experience
• Cohesive Global Digital Experience
– Build open abstract technology layer for scalable architecture and information share.
• Predictive & Individualized experience • Mobile First
– Serve personalized content on all possible devices –Apple iWatch!
• Expand buyers profile model on other channels
– Currently doing CMS POC on organic LinkedIn information share on website
– Live Person (live chat), service oriented integration
– Adobe’s account based marketing ( real-time personalization) – Buyer identification from distribution network
Key Takeaways
Buyers prefer personalized content & cohesive digital experience
Personalization is important to increase efficiency & effectiveness of marketing efforts/spend
Progressive data collection helps enrich buyer profile to aid personalization and improve digital experience
Content mapping rules are defined based on buyer segments & their core needs
Buyer segments, hence content mapping rules, are always evolving
Technology plays a key role in building multichannel personalized digital experience.
Personalization along with lead management & organizational alignment help build a closed loop purchase cycle
