DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR … · DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY...

elevated third | Denver Raleigh Seattle

DEMANDGEN + DRUPAL PERSONALIZATION: AMPLIFY YOUR OUTREACHELEVATED THIRD

Judd MercerCreative Dir, Elevated ThirdUX Strategy + Design

SEGMENTATION !=PERSONALIZATION

BroadPassiveHarder to ScaleTechnically Simpler

PERSONALIZE1:1ReactiveScalesRequires Tech

SEGMENT

“Are you on the list?”

“May I recommend something

else?”

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SEGMENTED JOURNEY

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PERSONAL JOURNEY

Traditional marketing typically leads to static landing pages.

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LANDING PAGESClassic landing pages for each segment offers some form of relevancy. But they are narrow and static.

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PERSONALIZED SITESMerging funnels towards one adaptive site offers more than single, manually customized pages.

FEWER MORE POWERFUL JOURNEYS.

TRACKING TOOLS

SORRY, NO SINGLE TOOL CAN TELL YOU THE COMPLETE STORY.

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What it tells you: aggregate activity for a given company on your website AND other websites in the Demandbase network.

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What it tells you: A consolidated profile of user activity ON THE WEBSITE combined with off-site campaign parameters.

Acquia LiftProfile Manager

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What it tells you: An individual’s journey across tagged properties using UTM parameters (particularly email).

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What it tells you: SEO/SEM rankings relative to competitors as well as social monitoring for mentions.

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What it tells you: Aggregate data of personalization segments. With data studio you can combine multiple sources together.

PERSONALIZED KPIs

DROP-OFF AND OVERALL CONVERSION ISN’T ENOUGH.

CLASSIC KPIsCPCCTR PageviewsBounceConversion Rate

PERSONAL KPIsCPCCTR PageviewsBounceConversion Rate

X Variation}

MEASURINGVARIATIONFilter analytics by triggering events to tell a more relevant story about a very small set of users.

SIGNAL VS NOISE NOISE NOISE NOISENOISE NOISE.

REDUCE, REUSE AND RECYCLE CONTENT.

Total Content

Content to Personalize

4x Variations

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Personalized experience across pages

ROI

ContentEffort

Diminishing Returns

You have much more content that you need to or should show at any given time.

EASY WIN #1 HEADLINES WRITTEN FOR ONE PERSON.

EASY WIN #2 ONE RELEVANT TESTIMONIAL, NOT A GALLERY.

EASY WIN #3 REFRAME WITH TRIGGER WORDS.

STARTING WITH DRUPAL PERSONALIZATION

Smart Content is a lightweight toolset for real-time, anonymous personalization on any Drupal 8 website.

drupal.org/projects/smart_content

Outreach Email

Display Ads

CRM

Direct Mail

Drift Chatbot

Marketing Sales

Personal Networks

Retargeting AdsLinkedInConnections

Paid Social

Highly polished campaign.

Lack of personalized website.

Personalized website

Generic website

CAMPAIGN TRAFFIC

Personalized Website

1:1 Emailoutreach

Colleague referral

Signature banner directs directly webinar

Custom Drift Bot

WebinarSignup

Retargeting

REAL WORLD CLIENT EXAMPLES

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Dynamic personalization to power localized ABM.More than a static marketing site—a souped-up Demandbase personalization tool for targeted outreach support.

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Dynamic personalization based on location to power ABM.

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Personalized experiences based on location

Demandbase integration for real time IP lookup

Holistic experience with chat integration

Enhanced personalization for with behavior-based triggers.

● Individual variables and behavior-based triggers

● Personalized experiences based on size or experience

● Location-based product offerings

Personalization based on location and user-input to designate fleet size.

Practical user testing, actionable results

Complete design refresh—completed in phases

Primed for digital personalization

Questions?

elevated third | Denver Raleigh Seattle