Dave Parsons

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Dave Parsons

About Dave Parsons

Dave is Customer Success Director at Evergage focused on B2B, gaming, and entertainment, with both a local and international customer base. Passionate about personalization, Dave excels at building strong relationships with our clients, identifying growth opportunities, and using Evergage to make clients successful. When he’s not working to personalize the world, Dave is a dad to three busy children, dabbles with cycling and running 5K's, and is currently trying to grow vegetables.

CDPs for B2B Marketers: Why They’re Important and How to Use Them

With the advent of customer data platforms (CDPs), marketers are finally able to realize their dream of “one version of the truth” — that is, one central location for all customer data and insights. The conversation around CDPs typically focuses on B2C marketing, but the concept of a single profile for each prospect and customer applies to B2B companies as well — as the newly published Forrester New WaveTM: B2B Customer Data Platforms report, which we wrote about recently — makes clear.  In this blog post, I want to explore a few CDP-related ideas for B2B marketers, answering questions like: What’s the purpose of a CDP for B2B companies? What data should live within your CDP? And what are you going to do with the data to drive your prospects and customers forward in their journeys? Why CDP: One version [...]

B2B Personalization Strategy: Treat the Buyer’s Journey Like a Bingo Card

In a blog post I wrote at the end of last year, I explained how to prioritize your personalization campaign ideas so you can achieve the quickest time to value. This is a good approach to ensure your efforts deliver an ROI, but you’ll also want to think more broadly about the buyer’s journey at the same time. If all of your campaigns are at the top of the funnel, even if they are effective campaigns that deliver value and drive people to the middle of the funnel, all your hard work is for nothing if you don’t also drive people from the middle to the bottom of the funnel. You want to ensure that you deliver a relevant and engaging experience at all stages of the funnel so that no matter which stage a prospect falls into, he or [...]

10:45 am|Demand Gen and ABM|Comments Off on B2B Personalization Strategy: Treat the Buyer’s Journey Like a Bingo Card

How to Minimize Time to Value with Your Personalization Campaigns

Let me set the scene. You’ve done your research and set aside the budget to invest in a personalization solution. You have many great ideas for personalization campaigns. What do you do next? The key to success is prioritizing your ideas with the fastest time to value. You don’t have all the time in the world to implement every campaign you could think of, and you want to make sure your investment actually pays off, so you need to make sure you pick the right ones to implement. Review your campaign ideas in terms of two key elements: potential impact and ease of implementation. Going after the biggest, hairiest campaign first is going to take longer, so it will increase the time to receive an ROI on your investment. Going after something simple and impactful is going to deliver a [...]

9:00 am|Customer Success, Demand Gen and ABM|Comments Off on How to Minimize Time to Value with Your Personalization Campaigns

How to Enhance Your Content Strategy with Personalization

We are a living in a ‘now’ society – we don’t like to wait for anything! Whether it is choosing expedited shipping to get our goods sooner, or sharing our driving experiences with others to collectively reduce our journey times. Why should your content strategy be any different? You should know the destination or end goal you want your website visitors to take – whether it is to sign up for a newsletter, download an eBook or spend more time on your site. Use the steps they are taking on your site to gauge their interest level, then you can create shortcuts to help them get there sooner, based on how others have engaged with your content or achieved a goal. Plan Your Journey It starts with thinking about your overall goals (corporate and marketing) and then think about the [...]

10:07 am|Content Publishing|Comments Off on How to Enhance Your Content Strategy with Personalization