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Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Katie Sweet

About Katie Sweet

Katie is director of 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.

Why Is Omnichannel Important: Experts Weigh In

Have you ever heard someone use so many buzzwords your brain feels like it’s going to explode? “We’ve got to reach our digital native, Gen Z audience with snackable content. And we need to leverage AI across the entire buyer’s journey to deliver sufficient value-add. But we need to be transparent. And data-driven. And customer-centric. Any low-hanging fruit here? Let’s ideate.” Buzzwords are often so overused they become clichés. Yet most buzzwords became popular terms in the first place because they represent a real trend worth exploring. Take omnichannel for example. Whenever I hear “omnichannel” in a laundry list of other buzzwords, I can’t help but roll my eyes. But the truth is we live in a world with more communication channels than ever before. Customers and business buyers expect to be able to communicate with everyone in their lives, [...]

How to Create an Effective Pop-Up Message

When I hear the term “pop-up message,” I’m immediately brought back my early days using the internet where ubiquitous pop-up ads were a constant nuisance. It was only a matter of time before pop-up blockers became must-haves to save us from the clutter. I think we can all agree that (thankfully) the internet has come a long way since then. Pop-ups may occasionally carry a negative connotation, but marketers continue to use them to convey messages and drive action on their websites. When done well, a pop-up message can be an effective way to catch someone’s attention. But proceed with caution — because when done poorly, a pop-up can create a bad experience that annoys visitors and drives them away.    In this post, I’ll get into the tactics of building a successful pop-up message that informs rather than annoys. This [...]

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Innovations in B2B Marketing: Demand Generation Trends to Watch

Think for a second about how you conduct research as a business buyer. Would you say it’s dramatically different from the way you conduct research as a consumer? If I were shopping for a new martech solution for the Evergage marketing team to use, for example, I’ll probably either start with a Google search, or I’d go directly to a few vendor sites that were already top-of-mind for me. And if I were shopping for a new ceiling fan for my living room, I’d either start with a Google search or go directly to the Home Depot or Lowes website. In other words, I’d approach my research in a very similar way. Of course, there will be a few key differences in how I think about making a business vs. personal purchase, but I don’t fundamentally change who I am [...]

6 Ways to Create a Great First Touchpoint Experience

We’ve all heard the saying “you never get a second chance to make a good first impression.” But how many companies successfully employ this concept when presenting their brand or products to customers for the first time? Your brand creates expectations for your customer – it defines who you are, how you separate yourself from others, and what value you can offer to your customers. These expectations assure your customers that what they expect will be what they actually experience. By designing and controlling your first touchpoint experience with customers, you can grab attention and encourage potential customers to keep engaging with you beyond their first interaction. Here are six ways to ensure your first touchpoint experience with customers is a positive one. 1. Make your message clear I can’t say how many times I’ve struggled to understand what a [...]

11:00 am|Content Publishing, Demand Gen and ABM, E-commerce Optimization|Comments Off on 6 Ways to Create a Great First Touchpoint Experience

Getting Personalization Right Is a Data Challenge

What does “getting personalization right” look like? It’s a more complex question than you might think. No two businesses are the same, and every company’s customer base is different. To top it all off, customer expectations are always changing, so an experience customers once appreciated may lose its effectiveness over time. Last week, Evergage hosted a webinar, “Retail Holiday Season Planning: The Role of Data, AI and Personalization.” Sucharita Kodali (VP & Principal Analyst at Forrester) together with Yujin Kim and Angela Yun (Merchandising Managers at NeweggFlash) discussed challenges and opportunities facing the retail industry and offered campaign ideas retailers can use this holiday season. Watch the full webinar replay for their perspectives and tips. But beyond the retail-specific focus of the webinar, Sucharita noted that when she’s asked which companies are doing personalization well, what they’re really asking is [...]

10:12 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Getting Personalization Right Is a Data Challenge

Marketing’s 3 Biggest Paradigm Shifts: A Deep Dive

The world of marketing is always changing. It has to. As buyer expectations shift while technology continues to advance at a rapid pace, marketing cannot stand still. If you’re in marketing, think about your career for a minute. Could you have predicted you would be doing what you’re doing now at the start of your career? Did your job even exist several years ago? There are many ways that marketing has evolved over the years, but I think there are three key paradigm shifts that have driven that change. I’ll explore them in this blog post. Paradigm Shift #1: From One-Size-Fits-All to Individualized Customer Connections Historically, marketing was all about reaching the largest audience possible with the same experience. TV ads, print ads, billboards, etc. were the tactics employed by mass marketers of the past. But the dream of individualized [...]

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6 Questions to Ask Yourself When Setting Up Your E-Commerce Triggered Emails

I recently received an email from a retailer that I thought was really bizarre. The email asked me if a particular backpack was “still on my mind.” The problem is that I had already purchased that exact backpack. From that very same retailer. 10 months ago. Clearly, the retailer sent me a triggered email featuring a product I had engaged with in the past. Unfortunately, that message was no longer relevant to me. This exemplifies the problem with poorly targeted personalization. When you personalize, you aim to provide a relevant experience to an individual. But bad personalization isn’t really personalization at all, it’s just a bad experience — one that doesn’t do anything to foster relationships with your shoppers. With that in mind, I want to spend some time in this blog post exploring the questions you should ask yourself [...]

9:30 am|E-commerce Optimization|Comments Off on 6 Questions to Ask Yourself When Setting Up Your E-Commerce Triggered Emails

Personalization Trends: 2019 Survey Results

Personalization continues to be an important component of good customer experiences. And with the trend toward customer data platforms (CDPs), which aim to bring customer data together in one place in order to activate on it to deliver more targeted experiences, personalization is clearly a top priority. Last week, we published our sixth annual study with Researchscape International, entitled 2019 Trends in Personalization. We also hosted a webinar where Andy Zimmerman, Evergage CMO, and I reviewed some of our key findings. In this blog post, I’ll summarize a few of the points we made. For more detail, check out the webinar replay. Delivering a better experience is the top reason marketers use personalization There’s no question that marketers find value in personalization. The vast majority (98%) of marketers believe that personalization has at least some impact on advancing customer relationships, and [...]

8:23 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Personalization Trends: 2019 Survey Results

88% of Marketers Use Personalization to Deliver a Better Customer Experience [Infographic]

The concept of personalization — that is, tailoring an experience based on information you have learned about an individual — has grown in popularity in recent years. At Evergage, we have tracked that growth each year with our much-anticipated and frequently cited annual study of personalization trends. Today we published our sixth such annual study with Researchscape International, 2019 Trends in Personalization. The report, which is based on a survey of 314 B2B and B2C marketers from organizations of different sizes and industries conducted in February and March of this year, examines marketers’ attitudes, usage, results and future plans relating to personalization. We compiled some of the key findings in this stat-filled infographic.  Marketers continue to believe that personalization is valuable to their businesses. Just like last year, 98% of marketers believe that personalization advances customer relationships, with 70% [...]

10:23 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 88% of Marketers Use Personalization to Deliver a Better Customer Experience [Infographic]

What is Omnichannel Personalization?

You’ve probably heard the term “omnichannel” to describe any business practice that extends across channels, both digital and in-person. When it comes to the omnichannel customer experience, the idea is simple: you’re appealing to one human, so you need to deliver one cohesive experience, because people don’t think about their interactions with your company in isolation. If someone interacts with you in one channel, they expect that you’ll know about that interaction when they re-engage with you in another channel. That’s where omnichannel personalization enters the picture. In this blog post, I’ll describe what omnichannel personalization is, what it looks like, and what’s needed to achieve it. What is omnichannel personalization? We define personalization as “the act of tailoring an experience or communication based on information a company has learned about an individual.” Omnichannel personalization takes that definition a bit [...]

The Secret to Pleasant Pop-Ups

Picture this: You’ve just arrived to a website and you’re about to start navigating around when — pop! — a floating box obscures your view of the screen. Why? To tell you about some benefit you’ll receive later, if you’ll only surrender your email address now. Though pop-ups have been annoying visitors for years, marketers still use them. But should you? If so, how can you deliver successful ones? Long-Term Brand Image vs. Short-Term Conversions A 2017 study by Nielsen Norman Group found that pop-ups are the most disliked type of advertising on both desktop and mobile. This should come as no surprise. They’re intrusive and sometimes infuriating, but they’re also impressively high-converting. But like any tool, they’re neither good nor bad until they’re applied. It goes without saying that this pop-up could have been more effective. One [...]

9:25 am|Content Publishing, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Secret to Pleasant Pop-Ups

The Importance of Data Activation in Your CDP Strategy

In the business world, it’s easy to be so focused on just getting something done, that you forget about why you were doing it in the first place. You aim to send a certain number of emails, publish a certain number of blog posts, attract a certain number of website visitors — but lose sight of what you were trying to accomplish in the first place. As a result, you may find that you’ve done a lot of work, yet your business isn’t seeing meaningful benefits from that work. The same can be true about investing in new marketing technology. You can get so caught up in the process of selecting and onboarding a new solution, that you lose sight of why you wanted that solution in the first place. As a result, you may find you have an impressive piece [...]

8:54 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on The Importance of Data Activation in Your CDP Strategy
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