azimmerman

Evergage Blog

Ideas and Strategies for Real-Time Personalization
Andy Zimmerman

About Andy Zimmerman

Andy is Evergage’s Chief Marketing Officer. He has more than 20 years of experience helping software companies launch products, drive demand, improve sales productivity and develop high-impact content marketing programs.

Why We Ungated Our Content & Results We’ve Seen So Far

A B2B marketing trend I’ve observed over the past couple years is the “ungating” of premium website content like eBooks, white papers and other high-value resources. Gating refers to the practice of placing a form in front of a piece of content on your site in order to capture the contact information of the person looking to consume it. Typically, these forms reside on a landing page that introduces the content and describes its value, serving to entice the visitor to “convert” – i.e. enter his or her information and become a potential lead. Ungating, as you might expect, refers to removing that sign-up form. Sounds like a great idea, right? Well, if you’re a B2B marketer tasked with generating leads from your website and measured by your website conversion rate, ungating may seem like the opposite of what you [...]

10:43 am|Demand Gen and ABM|Comments Off on Why We Ungated Our Content & Results We’ve Seen So Far

Why We Published a Book as Part of Our Content Marketing and Branding Strategy

We’ve all seen the images from marketing technologist Scott Brinker that show that the number of martech solutions have grown dramatically over the years. At last count, the graphic released last week included 6,829 solutions — up from 5,831 solutions in 2017, 3,874 in 2016 and 1,800 in 2015. The growth is truly astounding. As CMO of a martech solution provider, this doesn’t just indicate to me that we are facing a lot of competition for revenue, it means we are facing tremendous competition for mindshare. Content marketing is no longer seen as a nice-to-have tactic — by now, most B2B marketers are leveraging it as a fundamental component of their marketing strategy. So we can pretty safely assume that most of those martech companies are producing content and competing for the attention of largely the same audience. Meanwhile, personalization [...]

10:25 am|Content Publishing|Comments Off on Why We Published a Book as Part of Our Content Marketing and Branding Strategy

Evergage Ranked #68 on SaaS 1000 List

Today we’re pleased to announce that Evergage has been named to the 2018 1st Quarter SaaS 1000 — ranked #68! The rankings take into account each company’s momentum, employee count and growth over the last 6 months. Tom Blue, SaaS 1000 founder, had this to say about this quarter’s list: “The SaaS Sector continues its high growth. In fact, it has increased. This quarter’s Top 1000 companies grew faster than last quarter’s list. Congrats to these accelerating companies.” Evergage has indeed grown tremendously, with revenues doubling each of the last three years!  We’ve added new employees across all departments with our ranks growing by more than 25% — including staff from our recent acquisition of MyBuys. We’ve also welcomed over 75 new clients across verticals, including Walmart México, Acceptance Insurance, Chef’d, Citrix, CLEAR, First Credit Union, Lenovo, Lottoland, Newegg Flash, [...]

9:34 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Evergage Ranked #68 on SaaS 1000 List

Don’t Forget: Sometimes Personalization Means Removing Content, Not Adding It

As marketers, we typically have a lot we want to share with our customers and prospects. With every new promotion, product launch, eBook release, etc., we have a new message to share across our websites, emails, mobile apps, and other channels. Sometimes that message is broadcast widely and indiscriminately, or, hopefully, it is targeted to relevant audiences and individuals using personalization. But such messages are almost always additive – contributing to the noise and clutter people face. It doesn’t have to be that way, though. Personalization can and should also be used to remove content on your site and elsewhere that isn’t relevant to someone, to improve the customer experience. How does that work? Perhaps you have a version of your site that is hardcoded and generic for all visitors. You may use a personalization platform like Evergage to add [...]

8:50 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Don’t Forget: Sometimes Personalization Means Removing Content, Not Adding It

How Real-Time Personalization Augments Marketing Automation

These days, more and more B2B marketers are incorporating a personalization platform as part of their martech stack. Why? Like consumers, B2B buyers are all unique. As humans, we all respond better to marketing messages when we’re treated as individuals by a company that truly knows us, as opposed to being treated like everyone else. And, as a result of the personalized experiences we receive from more and more sites across the web, we are growing to expect personalization from all companies we interact with. According to our recent research, 72% of marketers are personalizing their email communications – typically using their marketing automation platform (MAP). And 57% are personalizing experiences on their websites – which generally goes beyond the capabilities of the MAP. Also, 55% of marketers who aren’t currently using website personalization plan to do so this year. [...]

9:01 am|Demand Gen and ABM|Comments Off on How Real-Time Personalization Augments Marketing Automation

Relevance and Timing Are Everything When Converting First-Time Visitors

At Evergage, we frequently highlight the importance of being a true real-time platform – hence our tagline, “The Real-Time Personalization Platform.” Only a solution that factors all current session and past session data and responds “in the moment” with the most relevant information, offers and recommendations at the 1:1 level enables you, as a marketer, to optimize your chances of engaging and converting each visitor. Relevance is critical at all stages of the customer journey, of course, but in this post, we’ll examine why real-time is especially important when trying to convert first-time visitors. The Importance of the First Visit Like many of our clients, we rely heavily on our website for demand generation. One of our top goals is to provide value to our visitors in exchange for their contact information. To help us accomplish this, we strive to [...]

9:08 am|Demand Gen and ABM|Comments Off on Relevance and Timing Are Everything When Converting First-Time Visitors

How We Made Your Content Easier to Find on Our Website

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 we rolled out Evergage SmartHistory to provide our visitors with an easy way to get back to the content they’ve viewed or downloaded on our site. But we didn’t just set it and forget it. We tested it to ensure that it was actually having an impact on our metrics. So what worked and what didn’t? What do we [...]

9:28 am|Demand Gen and ABM|Comments Off on How We Made Your Content Easier to Find on Our Website

Evergage Recommend Named Winner in Best in Biz 2016 Awards

As we start to wind down 2016 and transition into 2017, we’re thinking a lot about innovation. It’s one of our core values at Evergage and a major element of our culture. We look to continuously advance what’s possible in the world of personalization and customer experience, and we strive to tackle challenges in innovative ways every day. Of course, many companies claim to care about innovation. So how are we different? At Evergage, it’s not just lip service. This becomes particularly evident when those outside the company acknowledge our innovations. With that in mind, I am proud to share that Evergage — for the second year in a row — has been named a winner in the Best in Biz Awards, the only independent business awards program judged by members of the press and industry analysts. Specifically, our Evergage [...]

8:48 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Evergage Recommend Named Winner in Best in Biz 2016 Awards

A Peek Behind the Scenes: Working with an Award-Winning CTO

A few weeks ago, our very own CTO, Greg Hinkle, was named CTO of the Year by the Mass Technology Leadership Council (MassTLC). Six years ago, Greg co-founded Evergage with our CEO, Karl Wirth. Today, Greg leads our engineering team and drives Evergage’s technology vision and innovation. While he’s always “CTO of the year” to us, we’re so proud that he has been recognized by the broader tech community as the pioneering leader that he is. And no one is more excited than his own team! According to members of the Evergage Engineering group, here are the top five things you need to know about our award-winning CTO: 1. He Defines and Executes a Clear Vision Oleg, Director of Engineering: Greg’s greatest strength is perhaps not just in finding and executing innovative solutions, but in his ability to recognize and [...]

11:29 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on A Peek Behind the Scenes: Working with an Award-Winning CTO

How to Calculate the ROI of Personalization for Improving Customer Success

Today I have for you the last post in my ROI measurement series. This post walks you through how to measure the ROI of personalization when used to improve customer success by subscription-based businesses such as software-as-a-service (SaaS). If this doesn’t apply to you but you are looking to evaluate investments in personalization for other benefits, I’ve previously written about measuring the ROI of personalization for improving demand generation, content publishing and e-commerce.    The following ROI calculations assume that your business derives revenue from renewing current customers, upselling/cross-selling current customers, and/or converting free trials or freemium users to paid customers. We have seen personalization impact each of these areas, so there are several calculations below. But it’s manageable if you break it into sections as I do below.   Getting Started The formula for calculating basic ROI is simple [...]

10:42 am|Customer Success|Comments Off on How to Calculate the ROI of Personalization for Improving Customer Success

How to Calculate the ROI of Personalization on E-commerce Websites

Measuring ROI is a critical activity for marketers, allowing them to prove the impact of their efforts, justify their resources, increase their budgets, and more. If you are looking to evaluate the merits of your website personalization initiatives or plans, you can determine the ROI with some straightforward calculations. My first two posts in this series were focused on demand generation and content publishing use cases. In this post I’m going to show you how to measure the ROI of personalization for e-commerce optimization. Getting Started The formula for calculating basic ROI is simple — you just need to isolate the gain you receive and divide it by how much you spend to achieve that gain. % ROI = (Gain/Investment) x 100 To get started, you’ll need these variables: Monthly volume of unique visitors (UVs) Average conversion rate Average order value (AOV) Average [...]

11:32 am|E-commerce Optimization|Comments Off on How to Calculate the ROI of Personalization on E-commerce Websites
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