Demand Gen and ABM

Evergage Blog

Personalization & Customer Data Platform Ideas and Strategies
Don’t Let Your B2B Website Be Like a Bad Car Salesman

Don’t Let Your B2B Website Be Like a Bad Car Salesman

March 22, 2019 by

Who likes dealing with a bad car salesman? I think we can all agree that a pushy or unhelpful car salesperson can be one of the worst interactions you can encounter. But a poor B2B website experience can actually be quite comparable. Instead of a personalized experience presenting the most relevant content for each visitor, many B2B marketers are still using rotating hero carousels to cycle throug […]

The Importance of Data Activation in Your CDP Strategy

The Importance of Data Activation in Your CDP Strategy

March 19, 2019 by

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 […]

Why You Shouldn’t “Chat Up” Visitors the Moment They Land on Your Site

Why You Shouldn’t “Chat Up” Visitors the Moment They Land on Your Site

March 14, 2019 by

Located less than 10 miles from Evergage’s headquarters in Somerville, MA, Drift is a local media darling that’s taken the B2B world by storm. The company’s communications and engagement solutions help demand gen-focused businesses drive leads through what it refers to as “conversational marketing.” If you’re not familiar with Drift as a company, perhaps you’ve come across their seem […]

Personalization Defined: What is Personalization?

Personalization Defined: What is Personalization?

March 6, 2019 by

One year for my birthday, one of my closest friends gave me a very special notebook. Not only is a notebook a good gift for me in general, but it was also in my favorite color (red) with a lyric from one of my favorite songs (Arctic Monkeys’ “Fluorescent Adolescent”) on the cover. Talk about a personalized gift! I felt like it was created just for me. It turns out that it was created just fo […]

Innovate Your ABM Program By Treating Active Prospects Like You Know Them

Innovate Your ABM Program By Treating Active Prospects Like You Know Them

March 1, 2019 by

Companies with account-based marketing (ABM) strategies often spend a lot of time thinking about how to tailor their marketing activities to high-value target accounts. They also often employ strategies to treat existing customers in a special way. These two audiences are important to any B2B company, but they don’t include one group that often gets overlooked: prospects that are currently in th […]

Personalization Stats and Trends: How Does Your Organization Compare?

Personalization Stats and Trends: How Does Your Organization Compare?

February 26, 2019 by

For the last five years, Evergage has conducted an annual study in conjunction with Researchscape International to examine organizations’ perceptions, usage levels and future plans around personalization. We just launched our sixth annual survey to uncover how attitudes and usage have evolved over the last year, and we’d like to invite you to participate and benefit from the findings! The surv […]

Planning for Personalization: Getting Your Strategy and Execution Right

Planning for Personalization: Getting Your Strategy and Execution Right

February 21, 2019 by

Planning for any kind of business initiative can be difficult. You have a clear vision of your end goal, but what do you need to do to get there? Executing personalization in your organization is no different. Personalization can have a tremendous impact on your business, but it can be overwhelming to think about how to get to your end goal: delivering relevant experiences to your customers – ac […]

Customer Data Platform (CDP) Stats You Can’t Ignore

Customer Data Platform (CDP) Stats You Can’t Ignore

February 14, 2019 by

The buzz around the Customer Data Platform (CDP) technology category has exploded in recent years. I don’t think a day goes by when I don't run into an article that mentions CDPs (although I am a tech marketer). But as with all new martech classifications, there is a lot of confusion about what a CDP is and how it differs from other marketing technologies. As you continue on your journey to und […]

B2B Personalization Strategy: Treat the Buyer’s Journey Like a Bingo Card

B2B Personalization Strategy: Treat the Buyer’s Journey Like a Bingo Card

February 12, 2019 by

In a blog post I wrote at the end of last year, I explained how to prioritize your personalization campaign ideas so you can achieve the quickest time to value. This is a good approach to ensure your efforts deliver an ROI, but you’ll also want to think more broadly about the buyer’s journey at the same time. If all of your campaigns are at the top of the funnel, even if they are effective cam […]

The B2B Buyer Journey is Unique for Everyone, so You Need to Personalize

The B2B Buyer Journey is Unique for Everyone, so You Need to Personalize

February 5, 2019 by

Throughout the years, a lot of time has been spent on the concept of “journeys.” Just do a quick Google search for “customer journey” or “buyer’s journey” to see all the different ways marketers have tried to simplify the concept. And while the traditional linear buyer’s journey is useful in helping us broadly understand the different steps involved in a typical purchase decision, […]

How to Personalize from Your Paid Media to Your Website and Back Again

How to Personalize from Your Paid Media to Your Website and Back Again

February 1, 2019 by

The ability to deliver consistent and relevant experiences across channels is a major goal for marketers. One of the main reasons the customer data platform (CDP) has taken off in recent years is to better address this challenge. As a first step to delivering effective cross-channel personalization, marketers need the ability to recognize and understand a person across touchpoints. One of the firs […]

2019 is the Year of the CDP for Financial Services

2019 is the Year of the CDP for Financial Services

January 29, 2019 by

We are living in an era where hyper-personalized service is a table-stakes expectation from consumers, and they are willing to share more and more personal data with brands in exchange for this personalized service and attention. The amount of data that is being created is staggering. Over 90% of the world’s data has been generated over the last 24 months alone. As a result, financial services f […]

Improve Your A/B Testing and Personalization Efforts with These Tips

Improve Your A/B Testing and Personalization Efforts with These Tips

January 23, 2019 by

A/B testing has been around for so long that it’s hard to remember what digital marketing was like before we could test anything to find out what design, messaging, offers, etc. produce the best results. When you conduct an A/B test, you compare two or more versions of an experience against each other to see which performs best. Typically, one of those experiences acts as a “control” — an […]

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