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Personalization & Customer Data Platform Ideas and Strategies
CDPs for B2B Marketers: Why They’re Important and How to Use Them

CDPs for B2B Marketers: Why They’re Important and How to Use Them

July 18, 2019 by

With the advent of customer data platforms (CDPs), marketers are finally able to realize their dream of “one version of the truth” — that is, one central location for all customer data and insights. The conversation around CDPs typically focuses on B2C marketing, but the concept of a single profile for each prospect and customer applies to B2B companies as well — as the newly published For […]

Innovations in B2B Marketing: Demand Generation Trends to Watch

Innovations in B2B Marketing: Demand Generation Trends to Watch

June 26, 2019 by

Think for a second about how you conduct research as a business buyer. Would you say it’s dramatically different from the way you conduct research as a consumer? If I were shopping for a new martech solution for the Evergage marketing team to use, for example, I’ll probably either start with a Google search, or I’d go directly to a few vendor sites that were already top-of-mind for me. And i […]

6 Ways to Create a Great First Touchpoint Experience

6 Ways to Create a Great First Touchpoint Experience

June 6, 2019 by

We’ve all heard the saying “you never get a second chance to make a good first impression.” But how many companies successfully employ this concept when presenting their brand or products to customers for the first time? Your brand creates expectations for your customer – it defines who you are, how you separate yourself from others, and what value you can offer to your customers. These ex […]

It’s a Conversation: Engaging with B2B Prospects on the Marketing Site

It’s a Conversation: Engaging with B2B Prospects on the Marketing Site

May 17, 2019 by

If you talked only about yourself with every person you met at a party, you’d quickly find that people start moving away from you in search of better, more engaging conversations. The same can be said about your interactions with your customers. They can’t be one-sided and self-serving. Building a relationship requires conversations. From a person’s initial entry point into your funnel and t […]

Stop Frustrating Your Customers: Treat Them Like You Know Them

Stop Frustrating Your Customers: Treat Them Like You Know Them

April 12, 2019 by

There’s a lot of work that goes into converting an account from prospect to customer. Still, it’s important to realize the journey doesn’t end there. In many instances, your website is still a valuable source of information for customers, and the homepage is often their gateway to log into their accounts. For that reason, your site shouldn’t just be a place to communicate with potential cu […]

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 […]

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 […]

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 […]

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, […]

Stop Phoning In Your Emails: Evaluate Your Email Marketing Resolutions for 2019

Stop Phoning In Your Emails: Evaluate Your Email Marketing Resolutions for 2019

January 10, 2019 by

These days, you’re probably spending some time thinking about all the new trends and technologies that will affect your business this year. This is definitely important, but while you’re reading marketing predictions and contemplating how you’ll react to them, it can be easy to forget about your existing strategies. Take email marketing, for example. Email marketing has been around for a lon […]

6 Ways Higher Education Can Personalize the Prospective Student Experience

6 Ways Higher Education Can Personalize the Prospective Student Experience

January 8, 2019 by

In today’s world, visitors expect a tailored experience not just from the retail sites they shop, but across the board. They expect the content they engage with to be relevant, timely, and helpful. In other words, they expect personalization. This demand has permeated all industries — including higher education, an industry not historically known for its advanced digital marketing techniques. […]

10 Articles to Get You Up to Speed on Email Personalization for 2019

10 Articles to Get You Up to Speed on Email Personalization for 2019

December 18, 2018 by

We found in our annual survey this year that three out of four marketers are personalizing their communications in email — which makes email the most personalized channel. This is great news, because with the volumes of email we all sift through every day, it doesn’t make sense to send irrelevant emails that will only serve to annoy your prospects and customers. But are marketers really doing […]

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