In the last few days of 2018, you’re probably looking forward to the new year and taking some time to firm up your 2019 marketing strategy. I know there’s a lot to consider, but ask yourself: what role does personalization play in your plan? Are you looking to deliver personalized experiences on one or more of your digital channels: website, mobile, email, in-app? It’s likely in your plan somewhere; we found earlier this year that marketers overwhelmingly agree that personalization advances prospect and customer relationships. Unfortunately, we also found that 69% of marketers feel that the industry generally isn’t getting personalization right.
To help you get personalization right in 2019, we’ve pulled together a few articles to get you up to speed. Whether you’re new to personalization or you’re looking to up your game next year, let these articles be your guide.
You’re likely already using segmentation to some degree for your marketing efforts, but what data sources are you using to create your segments? Essentially, if you have access to it, you can create a segment with it. There are three main types of data you can use to create segments. Read this article and think about how you can create richer segments of visitors or customers in 2019.
After you’ve got the fundamentals of building segments under your belt, check out this article for tips on all the ways you can use segmentation as part of your B2B marketing strategy. Whether you’re targeting campaigns, measuring results or analyzing patterns of behavior, segments continue to provide value to marketers across industries.
If you can’t identify which individuals meet specific criteria, you can’t create segments based on that criteria. In situations like those, the best way to learn something about a person might just be to ask. This blog post describes how you can use the concept of “golden questions” (originally coined by Don Peppers and Martha Rogers, Ph.D.) to learn and act on important information about your customers in 2019.
To get users to keep watching, Netflix always suggests and even auto-plays the next piece of content it thinks they will like. B2B marketers can learn a lot from this approach. Once someone reads a blog post, downloads a whitepaper, or views a video, does it really make sense to continue to promote it? Think instead about how you can replace it with another piece of content each person may be interested in.
Most B2B companies rely on content to educate and engage their customers and prospects, so if you’re like most marketers, you have a lot of content available on your site and it can be difficult for visitors to know where to start. Use these six real-world examples of marketers delivering content recommendations across their sites to give you some inspiration for 2019.
One common mistake marketers make is to separate their personalization and ABM efforts. But there’s no reason to do this! ABM and personalization should not live in isolation. In this post, B2B expert Pardees outlines several ways to leverage personalization across different stages of the sales process so that you can blend personalization and ABM.
One of the key tenets of any successful ABM program is the alignment of marketing and sales teams. Unfortunately, coordinating across teams is never easy. Catherine, our ABM Manager, describes how she worked with the Evergage sales team and what commitments both teams have made to the ABM program. Read this article for ideas on how to create marketing/sales alignment in your own organization.
We all know that visitors don’t like website forms, but they are valuable for demand gen efforts so they have persisted for many years. After a lot of thought and analysis, we decided to remove most of our website forms this year. If you’re debating whether to gate or ungate in 2019, you’ll definitely want to give this blog post a read. Our CMO, Andy Zimmerman, describes how we ungated and the results we’ve seen this year.
Lead forms are always important, but we found that once we ungated most of our content, our few remaining lead forms became even more essential. We set to work to fully optimize those forms so we could continue to capture as many leads as possible. In this article, our campaign developer Zach Skole explains how we generated 4x more leads through our main demo request lead form with a few key improvements.
If email marketing is part of your strategy for 2019 (and it should be!), use this time to think about how you’ll personalize your emails so they are as relevant as possible to each individual. To help you brainstorm, this post describes the three main types of personalization you can use: personalization at open time, triggered emails, and bulk personalized emails.
There are many ways for B2B marketers to leverage personalization to deliver better, more relevant experiences to their customers and prospects. Use these 10 articles to start brainstorming ideas for you to do more with personalization next year.
And that’s a wrap on the Evergage blog in 2018. See you all in 2019!