LB Wales IV

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
LB Wales IV

About LB Wales IV

LB currently serves as an Enterprise Sales Director for Evergage in Somerville, MA. He works with B2B & B2C executives on digital optimization and personalization strategy to improve their digital experiences, demand generation, and revenue growth. He's an avid film photographer, surfer, cook, and traveler to over 30 countries where he's completed a silent, 10-day, meditation in India, survived the world's largest bungee jump, surfed on 6 continents, and self-published a photography book, Farang.

Prep for Your Marketing Emails Like You Prep for a Job Interview

When was the last time you went into a job interview without doing any research? Never, right? Of course not. When you prepare for an interview, you visit the company’s website, download a case study or review other content, familiarize yourself with the industry and the company’s competitors, etc. It’s been said before and it’s a cliche for a reason: you only get one shot to make a first impression. In today’s day and age, with infinite data at hand, content to consume, social posts to scope, and third-party reviews to peruse, walking into an interview without any knowledge of the potential employer isn’t going to cut it — regardless of your experience. Why would a company want to hire you if you don’t seem to know anything about its business? The same can be said for marketers and their [...]

8:35 am|E-commerce Optimization|Comments Off on Prep for Your Marketing Emails Like You Prep for a Job Interview

B2B Marketers: What Netflix Can Teach You About Engagement

There’s a reason Netflix, YouTube, and Hulu all have autoplay enabled on their platforms — it encourages engagement. Whether it’s the next episode in a series or a recommended piece of content, their goal is simple: keep you watching. They show you something they think will be relevant to you based on everything they have learned about your interests to encourage you to stick around. Digital marketers who wish to have their website binge-watched like the latest Netflix original series should be taking a page from these engagement gurus’ books. With more noise in the marketplace daily and attention spans shrinking by the minute, nudging active visitors to more relevant content, in-the-moment, needs to become the norm to capitalize on website real estate and drive conversions. The Challenge If you’re like most B2B marketers today, you’re already familiar with the [...]

9:14 am|Content Publishing, Demand Gen and ABM|Comments Off on B2B Marketers: What Netflix Can Teach You About Engagement

Top 3 Reasons to Attend The Personalization Forum – San Francisco 2018

We’re less than a month away from The Personalization Forum: San Francisco 2018! Riding the success of our annual Personalization Summit in Boston, we’re taking the show to the West Coast to explore trends and best practices in personalization. Here are the top 3 reasons you should attend: 1. The Time is Now Gartner says that by 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%. Forrester Research recently reported that 89% of digital businesses are investing in personalization. Researchscape found that 88% of marketers believe their prospects and customers expect a personalized experience. So what are you waiting for? Clunky segmentation tools, bounce prevention tools, and black-box recommendation engines of yesteryear aren’t going to cut it when your customers’ expectations for one-to-one personalized experiences are being driven [...]

11:11 am|Content Publishing, Customer Success, Demand Gen and ABM, E-commerce Optimization|Comments Off on Top 3 Reasons to Attend The Personalization Forum – San Francisco 2018

Using Personalization to Optimize the Pricing Shown on Your Site

Are you leaving money on the, I mean, on your website? In today’s competitive landscape, best practices around pricing are always changing: how to price, how to present pricing, when to discount, how to show a discount, whom to show a discount to, etc. Mastering these elements that dictate what people ultimately pay for your products or services can become an art form. Luckily, today’s technologies can help minimize the potential money lost from imperfect pricing strategies. This post will break down some tactics for digital marketers in retail and technology industries alike can use to optimize the pricing presented on their sites – whether the site has a B2C e-commerce model or is used to drive B2B demand generation. E-commerce Sites: Recommend Appropriate Price Ranges for Each Person At first pass, pricing for e-commerce sites seems straightforward — [...]

8:53 am|Demand Gen and ABM, E-commerce Optimization|Comments Off on Using Personalization to Optimize the Pricing Shown on Your Site

Understanding the Right Data to Create 1:1 Online Shopping Experiences

The most successful digital marketers in e-commerce today are the ones who place online shopping experiences at the core of their businesses. According to Econsultancy, 54% of customers would consider ending their relationship with a retailer that doesn’t provide tailor-made, relevant content and offers, yet only 5% of marketers say they provide adequately personalized, 1:1 interactions. When it comes to improving the visitor experience, a brick-and-mortar store has a clear advantage over an online one. The floor associate can physically talk to his customers. He can learn a visitor’s brand affinities, price threshold, and intent for shopping today. He recognizes VIP customers and treats them that way. Essentially, he builds up a mental profile for each visitor who walks into the store and recommends products or provides assistance based on this information. The floor associate doesn’t badger a visitor the [...]

5 Questions You Need to Ask Before Choosing a Personalization Solution

Digital marketers today know the importance of personalization. It’s on their radars, their roadmaps, and their Google Alerts notifications. However, with personalization vendors using the same buzzwords and marketing language, it can be difficult to evaluate which solution is the best fit for your business, and how each option differs. From speaking with marketers in the e-commerce, technology, and financial service spaces on a daily basis, one thing is certain: they want to crush their competition. However, I have come to realize that the way each marketer plans to use personalization to achieve this objective is very different, and it comes back to how they understand the word “personalization” itself. It should be obvious, but at the root of the word “personalization” is “person.” The best personalization solutions create and store individual profiles for every person on your site, including [...]