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Evergage Blog

Ideas and Strategies for Real-Time Personalization
13 Website Personalization Tactics for Higher Education

13 Website Personalization Tactics for Higher Education

January 20, 2017 by

With 58% of admissions counselors reporting that they failed to meet their admissions goals in the 2015-16 cycle, higher education enrollment groups are feeling the pressure to reach more prospective students to meet their enrollment targets. To close the gap, admissions groups are pursuing international students, increasing discounts, and lowering admission standards. Some forward-looking schools […]

The Personalization Trap Most Demand Gen Marketers End Up In

The Personalization Trap Most Demand Gen Marketers End Up In

January 10, 2017 by

Personalization encompasses many tactics from recommendations to ABM campaigns to exit messages to segment-based communications. Point solution vendors have cropped up over the years to offer solutions for each of these personalization tactics individually and for each separate channel. Yet these point solutions force marketers into a trap. You buy one tool to meet a current need. Then you need to […]

Here are Your Personalization Resolutions for 2017

Here are Your Personalization Resolutions for 2017

January 3, 2017 by

In these early days of 2017, your resolutions are probably top-of-mind, both personal and professional. Maybe you’ve resolved to spend more time with your family, donate to charity, or get in shape. Maybe you’ve decided to start personalizing your digital properties, or to improve upon your current strategy to have an even greater impact this year. But when it comes to personalization, there a […]

How We Made Your Content Easier to Find on Our Website

How We Made Your Content Easier to Find on Our Website

December 27, 2016 by

Have you ever viewed or downloaded a piece of content on a website and not been able to find it again? Or have been too busy to look for it? I’ve been there. And we know it happens to our prospects too. Like all B2B marketers, we want our site visitors to get the most use out of our content. If they can’t easily re-find a relevant piece of content, then we could be missing out on a lead.   So […]

Four MarTech Stack Trends: Takeaways from SiriusDecisions Events

Four MarTech Stack Trends: Takeaways from SiriusDecisions Events

December 9, 2016 by

In the last few weeks I attended two SiriusDecisions events:  SiriusDecisions Tech Exchange Summit in Austin and a half-day session on predictive analytics in Boston. These events featured analysts and demand generation/ABM marketers sharing their research, insights and case studies. Topics and presentations focused heavily on martech for B2B demand generation, but also emphasized the importance […]

Use Machine Learning for Email to Add Open-Time Dynamic Recommendations

Use Machine Learning for Email to Add Open-Time Dynamic Recommendations

November 8, 2016 by

When someone opens an email from you, you have precious little time to engage him before he decides what to do with that message. Either he will click through and visit your site, or he will dismiss the message. Machine learning helps guarantee that what you put in front of each person is relevant to that individual based on his or her affinities and intent. Displaying that content dynamically at […]

Write Like the Marketing Pros on National Writing Day

Write Like the Marketing Pros on National Writing Day

October 20, 2016 by

Writing is at the foundation of most marketing tactics. From website content, ad copy, emails, blog posts, sales collateral, and even internal communications, there is always something that needs to be written in your organization. So it’s highly likely that if you’re reading the Evergage blog, writing is part of your job in some capacity — even if you don’t consider yourself a “writer. […]

The Last Go-Round for the Homepage Carousel

The Last Go-Round for the Homepage Carousel

September 7, 2016 by

It’s time to say goodbye to an old friend — the rotating carousel of hero or banner images at the top of your homepage or other areas on your website. You can recognize it immediately when you land on a website that has one. The content on the homepage changes every few seconds as you’re trying to read it, or you spot the tell-tale dots under the image, as in the image below. While these […]

Account-Based Marketing 101 from the Experts

Account-Based Marketing 101 from the Experts

August 29, 2016 by

It feels like everyone is talking about ABM these days. According to a survey by LeanData, 85% of respondents are beginning or continuing to invest in account-based marketing initiatives. So maybe everyone actually is talking about it! Account-based marketing (ABM) is both new and not so new. B2B companies that sell to large enterprises have long been using it as an important marketing approach. T […]

Personalization Across the Buyer’s Journey [Infographic]

Personalization Across the Buyer’s Journey [Infographic]

August 16, 2016 by

While it’s been argued that the traditional marketing funnel is dead and that buyers do not flow linearly through discrete stages, the stages of the funnel do help us think about the unique needs that buyers face at different points in their journeys. When we look at the buyer’s journey for B2B technology products and services, it’s clear that your customers have a variety of different goals […]

Account-Based Marketing and Personalization: A Multi-Layered Approach

Account-Based Marketing and Personalization: A Multi-Layered Approach

June 30, 2016 by

Account-Based Marketing (ABM) has been a hot topic in B2B marketing strategy lately. Marketers are going crazy for the ability to collect information on their targeted accounts and use it to reach them more effectively. There are many different ABM approaches that marketers can take to do this (email campaigns, digital advertising, trade shows, etc.), but one of the more common tactics is to use r […]

Personalizing Content Based on Stage in the Buyer’s Journey

Personalizing Content Based on Stage in the Buyer’s Journey

June 10, 2016 by

As we wrote on the Evergage blog last week, the B2B buyer’s journey can be complex. Shoppers conduct their research across a multitude of touchpoints before making a decision, and a visitor to your site in the early stages of his research will likely be looking for different information than a visitor who is nearly ready to make a purchase. How can your site adapt to these different stages? What […]

What is Online Customer Loyalty?

What is Online Customer Loyalty?

May 20, 2016 by

Last week I attended the B2B Online conference in Chicago where I was a panelist for a session entitled Building Effective Loyalty Programs for Customers Who Don’t Trust a “Sale.” The panel discussion focused on different perspectives on how to approach, build and manage online customer loyalty programs. As an Evergage representative, I shared my thoughts on how to execute online customer lo […]