Zach Skole

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Zach Skole

About Zach Skole

Zach is a marketing campaign developer at Evergage, driving the development of personalized, relevant messages while updating and maintaining the Evergage website. Between debugging Wordpress pages and coding campaigns, Zach enjoys traveling, running, photography, and exploring new restaurants.

How We Significantly Improved the Conversion Rate of Our Demo Request Lead Form

The argument over whether or not to gate content is a hotly debated issue in the world of demand generation. Gating your content refers to the practice of requiring visitors to provide you with personal information before they can access your content. While gated content can help generate leads for your sales team, there are also plenty of drawbacks. We recently decided to ungate the majority of our content. Read Why We Ungated Our Content & Results We’ve Seen So Far for more information about that process. Even though we decided to remove most of our lead forms, we still wanted to bring in as many quality leads as we could. That put a lot of pressure on the few lead forms we had remaining on the site, such as our “request a demo” form. As one of our most [...]

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How to Use Machine Learning for Demand Generation (with Examples)

Traditionally, machine-learning personalization has been used by e-commerce sites. As a refresher, machine-learning personalization utilizes algorithms and predictive analytics to dynamically present the most relevant content or experience for each and every visitor. As a consumer, you have probably experienced this type of personalization across the internet in the form of product recommendations. But most B2B sites are newer to machine learning, particularly for enhancing their demand generation and content marketing programs. At Evergage, we’ve been adding machine-learning personalization campaigns to improve demand generation on our own site. In this post, I’ll describe a few of these campaigns to give you ideas of how you could use machine learning on your own site to increase engagement and drive more conversions. 1:1 Content Recommendations Our first implementation of machine learning focused on 1:1 content recommendations on our homepage and resources page. [...]