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Evergage Blog

Ideas and Strategies for Real-Time Personalization
Katie Sweet

About Katie Sweet

Katie is senior manager, content marketing 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, traveling, and trying adventurous foods.

Moving Beyond the What to the How: The Importance of Operationalizing Personalization

Most of the time, the question that comes naturally after “what should I do?” is “how should I do it?” It applies to many areas of life. If the question you’re facing is “what should I do this weekend?” you may answer “visit my parents.” After you’ve answered that question, you have to answer the next one: “how will I accomplish this plan?” Will you drive or take a train? Can you leave early from work on Friday, or do you need to plan around rush hour traffic? Essentially, once you’ve worked out the what, you need to address the how. Last week, Evergage hosted the 5th annual Personalization Summit, the theme for which was “Realizing the One-to-One Dream.” In the last two years of my experience at this event, many of the conversations and sessions have centered around the [...]

9:19 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Moving Beyond the What to the How: The Importance of Operationalizing Personalization

What Actions Can Be Used to Trigger an Email?

The more relevant your email is to a recipient, the more likely the person is to open it. This may seem pretty obvious. With so many emails cluttering our inboxes, why would we waste our time on anything we don’t care about? Sending triggered emails is one great way to ensure your emails are relevant. If you take a quick look through your inbox, you’ll likely find at least one example of the most popular type of triggered email: an e-commerce abandonment email. I did just that — took a quick look through my inbox — and found a bunch. For example, yesterday I browsed through one of my favorite retail sites and left without making a purchase. Later that day, I received an email reminding me of a pair of earrings I had looked at (and really liked). This [...]

9:55 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What Actions Can Be Used to Trigger an Email?

An Introduction to Customer Data Platforms

Whenever a new classification of marketing technology emerges, there’s alway a period of confusion. Each marketer has a lot of questions to answer. What exactly is this new solution? Do I need it, or is it really just a fancy new term for a tool I already have? How does it fit with my current tech stack? Is everything I’m hearing just hype, or is this an investment I need to make? Needless to say, it takes some time for best practices to shake out and for thought leaders to gain credibility. One of the newest martech categories to emerge is the customer data platform (CDP). It’s no surprise that it’s making such a splash. We live in a world where consumers and business buyers are demanding that businesses understand them better and deliver more relevant experiences. But what’s the [...]

9:10 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on An Introduction to Customer Data Platforms

Using Personalization to Engage Prospects in the Complex Sale

Seventy-five percent of Netflix users rely on Netflix’s recommendations to help them choose what to watch. As a Netflix user myself, that number doesn’t surprise me at all. With so much content available on the platform, I’ve come to rely on those recommendations to help narrow my focus to the content that’s most interesting to me. I want Netflix to understand my preferences as much as possible so I can spend more time watching and less time searching. When it comes to personalized experiences, Netflix is probably top-of-mind for many of us, along with other big names like Amazon and Spotify. But with these services, they are quick, simple purchases: you buy something from Amazon in a few clicks, you keep renewing your Netflix and Spotify subscriptions because you find them valuable. It may get less attention, but personalization has [...]

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6 Ideas for Delivering Content Recommendations from Real Companies

Have you ever wanted to start a new book or take on a new binge-watch, but couldn’t decide what to choose? There’s a lot of content out there and you need to sift through it all to find something you’ll enjoy. So if you’re like most people I know, you turn to your network of family, friends, colleagues, or internet acquaintances for help. They know what you like, so you ask them to suggest a book or TV series for you to take on next. We rely on those content recommendations from humans just as much as we do from machines these days. For example, Netflix’s algorithms start recommending TV shows and movies you’ll like as soon as you start engaging with the service. Spotify helps you find new music with its spot-on recommendations. News and media sites recommend articles [...]

9:24 am|Content Publishing, Demand Gen and ABM|Comments Off on 6 Ideas for Delivering Content Recommendations from Real Companies

Take Your Customer Success Program to the Next Level with Personalization

Every company wants its customers to be successful. Every company wants its customers to have good experiences, accomplish what they’re looking to accomplish, find value in the product or service they’ve purchased, and become long-term, loyal advocates. Companies typically employ a variety of tools and techniques to keep their customers happy and successful. But many don’t consider how they can use personalization technology to do this. We recently published a new eBook that provides marketers and customer success leaders – across industries – with 15 examples of how to use personalization to create more successful customers. I’ll dive into three of those examples here, but be sure to download the full (ungated) eBook to learn more! Avoid Overwhelming New Users The onboarding period is a critical time in any new customer relationship. It’s so important to make sure that each [...]

9:02 am|Customer Success|Comments Off on Take Your Customer Success Program to the Next Level with Personalization

5 Email Marketing “Don’ts” From the Experts

It may feel as if email marketing has been around forever. In the 40 years since the first marketing email was sent, we’ve amassed countless email best practices. Some email marketing professionals have even been working in their field longer than many high schoolers have been alive. In other words, email marketing definitely can’t be considered a new tactic by any means. But it’s also safe to assume that it’s not going away any time soon. No channel that is used so regularly by consumers can be ignored. And the majority of marketing organizations still say email is the channel that produces the greatest ROI. However, with the number of emails sent and received every day skyrocketing, it has become more and more difficult for businesses to stand out. Marketers today need to work smarter to make an impact with [...]

8:56 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 5 Email Marketing “Don’ts” From the Experts

Looking for E-Commerce Campaign Ideas for the Holidays? We’ve Got a Few

July may seem early to be talking about the holidays. But for e-commerce companies, it’s not. For companies that drive a major chunk of their revenues during the holiday shopping season, it’s never too early to start planning campaigns — or even just testing new techniques that you can roll out later. When you consider that, according to the National Retail Federation, as many as 40% of holiday shoppers start buying before Halloween, the period preceding the holiday season has shrunk dramatically. With that in mind, it’s exactly the right time to start thinking about the holidays. Last week, Alice Williams (Program Manager of Optimization and Personalization at Lenovo, a Fortune 500 technology company) and Logan Goulett (Senior Customer Success Director at Evergage) presented a webinar entitled “Planning for the 2018 Holiday Season.” In this webinar, they described a number [...]

12:00 pm|E-commerce Optimization|Comments Off on Looking for E-Commerce Campaign Ideas for the Holidays? We’ve Got a Few

How Citrix Uses Evergage to Improve Demand Generation

Let’s be honest: we’re all busy. As a business professional, when you’re researching a new product or service, you want the best solution for your organization — but you don’t want to waste time looking for it. You have lots to do and can’t dedicate hours and hours to sifting through website content to find answers to all of your questions. Unfortunately, however, that is what you have to do most of time. The websites of B2B companies are typically complex. Most have spent years adding pages to their sites, building up their content libraries and developing their blogs. Many of their products or services are technical in nature, so they fill their websites with product and feature descriptions, case studies, data sheets, videos and other collateral to help educate their prospects. And then, of course, they target different audiences [...]

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6 Must-Have Segments for Financial Services Personalization Campaigns

Segmentation is a fundamental component of digital marketing. When you segment your site visitors, you are dividing them into different groups based on some shared attributes or behaviors. When you think about your main customer segments, you may immediately start grouping them according to demographics or life stage — but there’s more to it than that. There are many ways to divide your visitors into different groups to use for personalization campaigns or analysis. Of course, each company is different and your needs will vary significantly depending on if you’re focused on brokerage, insurance, banking, etc. or if you’re focused on consumers or businesses. But there are some basic segments that most financial services companies will want to leverage. Let’s walk through them in this post.   1. First-time visitors A first-time visitor will have different needs than a returning [...]

9:03 am|Customer Success, Demand Gen and ABM|Comments Off on 6 Must-Have Segments for Financial Services Personalization Campaigns

Personalization is a Retail Priority This Year: Here are 7 Ways You Can Personalize Too

Personalization is a high priority for retailers looking to meet customer expectations this year, according to the recently published Forrester report by Brendan Witcher, The Top Retail Technology Investments In 2018. According to the report: “Thirty-six percent of US online adults think retailers should do more to offer personalized experiences. Retailers heed this expectation by continuing to invest in technology that facilitates real-time, tailored experiences to each individual customer.” But what do those tailored experiences really look like? What can you as a retailer do to deliver truly personalized experiences across channels? In this blog post, I’ll explore seven ideas you may not have considered before that can help guide you in your own personalization strategy. 1. Tie online and offline experiences together Bringing the online and offline experiences together remains a major challenge for retailers. With the right solution, online [...]

9:06 am|E-commerce Optimization|Comments Off on Personalization is a Retail Priority This Year: Here are 7 Ways You Can Personalize Too

Creating and Delivering Emotionally Relevant Customer Experiences

Can you ever truly understand your customers? Do you ever really know how they make purchase decisions? Chris Goward, Founder and CEO of WiderFunnel, seeks to answer these questions. He recently presented the webinar “Creating Emotionally Relevant Customer Experiences” in conjunction with Evergage. At the beginning of the webinar, Chris quoted one of his personal heroes, Tom Hopkins (author of How to Master the Art of Selling), saying: People make a purchase emotionally and defend the purchase rationally. You must create the emotions necessary to close the sale backed up with the logic of the decision to defend it. Thus, it’s our job as marketers to provide the triggers that drive our customers to make a purchase emotionally, but also provide all the justification to help them defend the logic of their decisions. And since we’re all human, this applies [...]

10:25 am|Demand Gen and ABM, E-commerce Optimization|Comments Off on Creating and Delivering Emotionally Relevant Customer Experiences

Top Takeaways from KPMG’s 2018 US Customer Experience Excellence Analysis

This month, KPMG published its annual US Customer Experience Excellence Analysis titled Know me: The key to an individualized, personal customer experience. The survey behind the analysis included 7,500 U.S. consumers and 250 brands across 10 business sectors: financial services, grocery, non-grocery retail, restaurants & fast-food, entertainment & leisure, travel and hotels, logistics, utilities, telecommunications and public sector. The report lists this years’ top 100 customer champions and provides a number of examples of powerful customer experiences across industries. It’s a great read for those that are looking for some personalization inspiration. With that in mind, here are my main takeaways from this year’s report.   Personalization is critical to influencing consumer loyalty Each year, KPMG measures what it calls the “Six Pillars” — personalization, integrity, empathy, expectations, time and effort, and resolution — to uncover the impact of each [...]

9:16 am|Demand Gen and ABM, E-commerce Optimization|Comments Off on Top Takeaways from KPMG’s 2018 US Customer Experience Excellence Analysis
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