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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.

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 [...]

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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 [...]

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What Makes for “Bad Data” for Personalization?

We’ve all heard the expression: “Garbage in, garbage out.” It means that the quality of the input to a process will determine the quality of the output. If your inputs are bad, then your output will be too. The adage certainly applies to personalization — any occasion when you decide what experience to deliver to an individual based on something you have learned about him — because even the most advanced machine-learning algorithm designed to provide a highly individualized experience won’t be successful without a deep understanding of each individual. That understanding comes from data. Think about it this way: if you’re a sales associate in a retail store, you probably want to provide a personalized experience to every customer. But if you’re trying to help a shopper find what she’s looking for or to recommend additional products she may [...]

9:15 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What Makes for “Bad Data” for Personalization?

Breaking Down SiriusDecisions’ Personalization Deployment Method

Last week, Jonathan Tam, Senior Research Director of Demand Creation Strategies at SiriusDecisions, presented a webinar with T.J. Prebil, Director of Product Marketing at Evergage, entitled “State of the Market for B2B Personalization.” In the webinar, Jonathan and T.J. shared research on personalization trends and offered examples of B2B personalization campaigns. In this blog post, I want to dive into the personalization deployment method that Jonathan shared. To effectively deploy personalization, SiriusDecisions advises you to have the right strategy, the right design, the right delivery, and the right return. Let’s get into the details. Right Strategy The first step, according to SiriusDecisions, is to define the right strategy. As part of this step, you’ll want to set your goals and define your audiences. While it is completely possible to get started with personalization without a fully formed plan, the best [...]

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8 Seconds to Make a Good Impression: Takeaways from Digital Growth Unleashed 2018

This year, SiteTuners’ annual Conversion Conference was rebranded to Digital Growth Unleashed. This shift reminds us that digital marketing isn’t just about driving conversions — digital marketers are also tasked with generating awareness, driving engagement, developing deeper relationships, and more. This was my second year attending the event, as Evergage was a sponsor again this year. One clear theme I noticed this year is that relevance is key. Breaking through the noise and attracting the attention of the right people is something that every marketer across industries is struggling with. I’ll expand on this theme with a few of my main takeaways from the event in this blog post. You need to catch someone’s attention immediately with something relevant In her opening keynote, “You Have 8 Seconds...Go!” Marti Post from Mindset Digital established that humans make the decision about whether [...]

9:10 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on 8 Seconds to Make a Good Impression: Takeaways from Digital Growth Unleashed 2018

What to Do When Your Personalization Program Stalls

In principle, I recognize the value of flossing my teeth. I know flossing is good for me, but I just haven’t quite implemented it. Even if you’re a habitual flosser, you’ll probably still recognize what I’m talking about. In life, there are always those things that we know we should do, but aren’t doing for some reason or another. Personalization is one of those things for some marketers. We found in our latest survey that 98% of marketers believe that personalization advances customer relationships. We’re all consumers, and I think we can all agree that 98% is not the proportion of digital experiences being personalized to us. So why the disconnect? Why hasn’t this recognition of the value of personalization translated into execution even though we know it’s good for us? Every marketing team likely has its own specific reasons [...]

9:49 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on What to Do When Your Personalization Program Stalls

Email Personalization Examples that Go Beyond the {First_Name} Field

In our latest survey, we found that email is the most popular channel for personalization. Yet the most common way that marketers personalize their emails today is to incorporate the recipient’s first name or company name into the subject line or body of the email. This is good, but it’s only a start. Just think about your own personal inbox. I know I am constantly deleting irrelevant emails. Even brands I shop regularly send me too many emails, so I unsubscribe from many of them. The same applies to business emails. There are just too many of them. Simply including my name or company in them isn’t enough to help address the problem of volume and irrelevance. The best way to cut down on email clutter and ensure your emails are relevant to each recipient is to make sure your [...]

9:24 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Email Personalization Examples that Go Beyond the {First_Name} Field

Different Forms of Personalization: Seamless vs. Interruptive Experiences

Most marketers understand the value of personalization. In fact, we recently found that 98% of marketers agree that personalization advances customer relationships. They understand that treating people as unique individuals — rather than treating them as if they were all the same — has real value. But when it’s time to get into the details, it’s not always clear what personalization actually looks like. Is personalization about including someone’s first name or company name in an email? Is it retargeted advertising? Is it product recommendations? The short answer is that personalization is all of these things and more. Let’s explore the forms and formats of personalization in this blog post. At the broadest level, there are two types of personalized experiences: interruptive and seamless. Interruptive Experiences Interruptive experiences are messages or content that a person does not necessarily expect to [...]

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How Endurance International Group Drives Upsells with Evergage and Salesforce

Customer communication is a common challenge for SaaS companies. You want to keep customers engaged with your company, make them aware of major product updates, and provide helpful advice, but you don’t want to bother them too much. No matter how important your product is to your customer base, they don’t want to be overwhelmed with too much email. The line between helpful and obnoxious communication becomes even finer when it comes to upsells. Your customer base can often represent room for growth (through a “land and expand” approach, as it’s often called in the sales world), but you have to be cautious. Your customers don’t want to feel like they are constantly being pitched. The timing and relevancy of your upsell messages are critical to getting this kind of communication right. Endurance International Group (EIG) is very familiar with [...]

9:06 am|Customer Success|Comments Off on How Endurance International Group Drives Upsells with Evergage and Salesforce

87% of Marketers Using Personalization Report Measurable Lift [2018 Infographic]

Marketers have long dreamed about the possibility of communicating with customers and prospects at the individual level. But one-to-one communication isn’t achievable without technology that can collect, interpret and act on data in real time to select the most relevant experience for each individual. Today, the technology exists to make the one-to-one dream a reality. But how are marketers leveraging that technology within their marketing strategies? What does that state of personalization look like today? That’s what we set out to discover in our fifth annual study with Researchscape International, 2018 Trends in Personalization. The report, which is based on a survey of 300 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 [...]

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Omnichannel Retail Experiences: Personalization Across In-Store and Online Channels

The online experience plays an important role in the decisions shoppers make offline — and the influence of digital on the in-store experience is only going to grow. In fact, by 2022, Forrester expects the internet to influence 41% of in-store sales during customers' purchase journey. As the importance of digital channels increases, retailers are looking to provide better experiences that keep shoppers returning to physical stores. Many are finding that personalization can do just that. In another report, Forrester found that 72% of retailers say personalization is their top priority for improving their in-store customer experience. Yet personalizing the customer journey – one that spans online and offline channels – has long been a struggle for retailers. Most retailers keep their online and offline activities separate; they’re managed by different teams leveraging separate systems with siloed data. As a [...]

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