ksweet

Evergage Blog

Ideas and Strategies for Real-Time Personalization
Katie Sweet

About Katie Sweet

Katie is content marketing manager at Evergage, focused on crafting relevant content and maintaining the Evergage blog. When Katie isn’t meeting challenging deadlines, chasing blog contributors, and driving content at Evergage, she is constantly reading, homebrewing, traveling, and trying adventurous foods.

The Past, Present & Future of B2B E-Commerce: A Q&A with Brian Beck

It may get less attention, but the B2B e-commerce industry is on track to reach US $1 Trillion (twice the size of B2C e-commerce) by 2020 as estimated by Forrester. Brian Beck, SVP of E-Commerce & Omni-Channel Strategy at Guidance, believes that it could be even larger if B2B companies provided the easier-to-use online experiences that their customers are asking for. After all, B2B buyers are consumers as well, and they have high expectations for their digital experiences. According to Forrester, 55% of B2B buyers expect to be buying the majority of their work purchases online. Yet many suppliers are either not giving their customers the opportunity to buy online, or their online experiences are not sufficiently meeting customer needs. I interviewed Brian — a recognized expert in commerce, online marketing, web and mobile experience, organizational alignment, and omnichannel strategy — [...]

9:17 am|E-commerce Optimization|Comments Off on The Past, Present & Future of B2B E-Commerce: A Q&A with Brian Beck

The Importance of Personalization for Financial Services [Infographic]

Personalization is such a hot topic in the world of marketing these days. But personalization isn’t just another marketing buzzword — it’s a critical strategy for delivering a better experience for prospects and customers. Every person that visits your site, uses your app, views your emails, calls your call centers, or visits your branch is unique. Each person is looking to accomplish her own goals and has her own interests. Currently, a personalized experience is often seen as a competitive advantage in the financial services industry, and a way to increase customer loyalty. But with advancements in machine learning, real-time processing and big data, personalized experiences are becoming increasingly common. And as consumers experience more and more personalization, they are expecting it from all businesses they interact with. In the not-so-distant future, personalization will become table stakes for marketers across [...]

9:01 am|Customer Success, Demand Gen and ABM|Comments Off on The Importance of Personalization for Financial Services [Infographic]

5 Ways B2B SaaS Companies Can Use Triggered Emails

Email personalization isn’t new to most digital marketers — many have been personalizing their emails for years. In fact, we found that email remains the most personalized channel. However, we often find that many marketers who personalize their emails are only using basic tactics like personalizing the email message or subject line with someone’s name, company, industry, etc. This level of personalization is a good start, but it’s a far cry from the type of one-to-one personalization that can really have an impact on B2B software buyers and application users. A recent Wall Street Journal article called marketers out for not meeting consumer expectations. It notes that many consumers are experiencing email overload — and they find the majority of the emails they receive irrelevant. They are frustrated and want marketers to change. (While the article references retailers specifically, don’t [...]

10:29 am|Demand Gen and ABM|Comments Off on 5 Ways B2B SaaS Companies Can Use Triggered Emails

Personalization Examples for Financial Services and Insurance

In today’s world, consumers expect a tailored customer experience from the brands they do business with. They expect those experiences to be helpful, enjoyable and relevant. Why is that? More and more companies are providing personalized experiences across digital and in-person channels — beyond just the first few brands that may come to mind like Amazon, Netflix and Spotify. And as more companies provide unique and personalized experiences, the more obvious it becomes when a company does not. This is true across industries. Consumers don’t just compare their experiences from bank to bank, insurance provider to insurance provider, brokerage firm to brokerage firm. They compare against all the experiences they have. We just released a new eBook which explains why personalization is an imperative for financial services institutions and provides 15 great examples of personalization in action. I’ll provide three [...]

1:23 pm|Customer Success, Demand Gen and ABM|Comments Off on Personalization Examples for Financial Services and Insurance

1:1 Personalization Doesn’t Mean You Lose Control Over the Customer Experience

Machine learning can be used to drive your customer experiences across channels. That means that rather than establishing a single experience with the same messaging and content on your website, in your mobile app, or in each email you send, you can rely on algorithms to modify the experience for each individual, leveraging everything you know about each person to do so. That concept can make any digital marketer sweat a little. Every marketing team spends a substantial amount of time planning and executing a good experience for its customers and prospects in its digital channels. The specter of losing control — of not knowing precisely what that experience will be for each person — is understandably unsettling. But the concept is not unlike the customer experience that your company delivers in real life. The experience each person has — [...]

12:12 pm|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 1:1 Personalization Doesn’t Mean You Lose Control Over the Customer Experience

How Dynamic CTAs Drive Increased Lead Volume for Nuxeo

Call-to-action (CTA) buttons are essential to digital marketers everywhere. These buttons are how you lead visitors to take the actions you’d like them to take on your site. Whether you want them to download an eBook, sign up for a newsletter, request a demo, or make a purchase, a CTA button is what you use to draw the visitors’ attention and get them to click. A lot of research and testing has been done over the years to uncover the most effective way to present a CTA button. Just do a quick Google search and you’ll see articles with titles like “6 Characteristics of High-Converting CTA Buttons,” “31 Call-to-Action Examples You Can't Help But Click,” and “The 25 Best Words to Use in Your Call-To-Action Buttons” that give you tips on how to improve your CTAs. But every site is [...]

9:00 am|Demand Gen and ABM|Comments Off on How Dynamic CTAs Drive Increased Lead Volume for Nuxeo

E-Commerce Professionals: Prep for Personalization in 2018 with these Blog Posts

Most e-commerce professionals are not newbies to the world of personalization. At the very least, most utilize product recommendations on their websites. But personalization encompasses more than just product recommendations, and not all product recommendations are truly personalized to the individual. As we head into 2018, even e-commerce pros that are well-versed in personalization are going to be looking for new ways to engage their shoppers to better compete against all the other options out there. They will increasingly be turning to advanced personalization to provide more individualized experiences that capture shopper attention and foster loyalty with customers. Get prepared for that future with this round-up of Evergage blog posts from this year! 1. What Digital Can Learn from a Good In-Store Shopping Experience You’ve likely been leveraging personalization on your site for many years, but is your e-commerce experience [...]

10:03 am|E-commerce Optimization|Comments Off on E-Commerce Professionals: Prep for Personalization in 2018 with these Blog Posts

What Is Data Science and Why Do Marketers Care?

As technology has evolved to allow for real-time, one-to-one personalization, data scientists are getting more involved in marketing. As a result, the world of personalization is increasingly intersecting with the world of data science. But what do data scientists do? What is their role in the process? We set out to answer that question with last week’s webinar, “A Marketer’s Q&A with a Data Scientist about Personalization.” Our Director of Product Marketing, T.J. Prebil, chatted with Aaron Baker, Data Scientist at Brooks Bell, to give us all more insight into the life of a data scientist. I cover some of the information he shared in this blog post, but be sure to watch the webinar replay for the full presentation and all the details. What is a data scientist’s role? There’s nothing I like more than a good analogy, and [...]

1:58 pm|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What Is Data Science and Why Do Marketers Care?

Examples of B2B Personalization from 4 Leading Demand Gen Marketers

Only 21% of B2B marketers are very or extremely satisfied with their current personalization efforts, according to our annual survey earlier this year. The reasons for this dissatisfaction differ by marketer, but part of it likely stems from where the B2B world is in its journey with personalization. While B2C marketers have been exploring or executing personalization for several years, most B2B marketers are still just beginning to test out personalization techniques. This difference is reflected in the numbers, as 53% of B2C marketers are very or extremely satisfied with their efforts (compared with B2B’s 21%). But that doesn’t mean that there aren’t B2B marketers leading the charge and showing us what personalized experiences can look like in a B2B context. At this year’s Personalization Summit, Evergage CMO Andy Zimmerman hosted a panel with some of those innovative B2B marketers. [...]

9:10 am|Demand Gen and ABM|Comments Off on Examples of B2B Personalization from 4 Leading Demand Gen Marketers

What to Look for in Personalization Technology for 2018

As we come upon a new year, marketers everywhere are considering their marketing strategies for 2018, and many are finally thinking about pursuing personalization programs. If you have put off personalizing your customers’ or prospects’ digital experiences thus far, it may have been for any number of reasons: you haven’t felt that your company was ready for it, it seemed like too big of an undertaking, you wanted to focus on other priorities, etc. But you don’t need to put it off any longer. The right technology partner can make it easy to get started. In this blog post, I’ll walk through the high-level requirements for any personalization technology you invest in next year. There are, of course, many individual features and nitty-gritty details you’ll want to look for as well. You’ll want to figure out if any solution can [...]

9:17 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What to Look for in Personalization Technology for 2018

Irrelevant Emails Are No Longer Acceptable to Consumers

We’ve reached the point in the year when marketers aren’t holding back on their outbound communications. I woke up on Black Friday to an absolute deluge of emails from essentially any retailer I’ve ever had any interaction with (or not), informing me of their incredible sales and promotions. Those emails continued into the rest of the day, the rest of the weekend and into this week as well. I feel as though I have never received so many emails in my life. I’m sure I’m not alone in this feeling. This week, The Wall Street Journal published an article entitled “Retailers’ Emails Are Misfires for Many Holiday Shoppers.” In the article, Suzanne Kapner outlines the problem clearly: retailers are sending too many emails and consumers are frustrated. In fact, according to Yes Lifecycle Marketing, as cited in the article, the [...]

11:08 am|E-commerce Optimization|Comments Off on Irrelevant Emails Are No Longer Acceptable to Consumers