Content Personalization and Segmentation

Sure, Your Website Can Talk, But Can It Listen?

Generic marketing assumes that all site visitors are the same and continues spurting out the same old stuff time and again despite a wide range of customers and their wider range of interests. But by identifying the specific needs of your visitors, you can deliver a better customer experience and boost engagement by reacting to those needs in real time. By segmenting your customer base into multiple groups of individuals that share the same value criteria (based on information gathered on your website), you can target each of them more accurately with personalized content, while widening your reach within each classification. Information gathered includes a mix of personal data and website behavior:

• location
• gender
• age
• position
• visited pages
• purchased products
• downloaded documents
• and more

Armed with this added insight as to who your customer is, your website can automatically serve the most relevant content to them. Such personalization is key to engagement as you shorten the path between them and their goals. This in turn helps to build a passionate audience. And a passionate audience is a marketing team in itself!

Content personalization can have a dramatic impact on conversions and allows you to allocate marketing resources to best effect. Delivering what the customer wants when the customer wants it shows you care, and this sets you apart; proving that you listen and respond to customer needs. Now that’s what you call great branding!

68% of marketers say personalization based on behavioral data has a high impact on ROI, and 74% say it has a high impact on engagement. But only 19% do it.

Lead Scoring

In most cases, only a small percentage of leads are deemed sales ready and the remainder is left to languish. But by turning your website into a scoreboard that ranks one lead against another in terms of sales-readiness, you can immediately identify the hottest leads and put into place appropriate leadnurturing activities to warm up the rest. You can even abandon pursuit of the coldest leads for now, prioritizing your efforts on those more likely to convert. When you combine the power of content personalization and lead scoring (along with later-explained marketing automation), you can not only deliver the right message to the right person at the right time, but can align with their step in the sales process for appropriate and impactful lead nurturing, and ease them down the funnel in a way that makes them feel comfortable and understood.

Want more like this?

Want more like this?

Insight delivered to your inbox

Keep up to date with our free email. Hand picked whitepapers and posts from our blog, as well as exclusive videos and webinar invitations keep our Users one step ahead.

sign up

By clicking 'SIGN UP', you agree to our Terms of Use and Privacy Policy

SIGN UP

By clicking 'SIGN UP', you agree to our Terms of Use and Privacy Policy

This gives you a clearer view of how engaged your customers are with your offer and how well they fit your business—essential information that, when combined, gives you deep insight into how “hot” they are and what your next steps should be. Not only does this bring greater clarity to your customer personas, but it brings greater productivity for the sales and marketing teams, more closed deals, and boosted revenue growth. So now you can ensure the delivery of super-hot leads to Sales along with essential lead intelligence gathered in the identification process.

The Lead Scoring module in Kentico EMS allows you to easily set up your own scoring system which combines demographics (that show the lead’s “fit” into your company based on their profile values) with behavioral data (that shows the level of the lead’s engagement with your company based on their activities).

You can assign a number of points for each met rule and a threshold that defines how many points the lead needs to collect to be identified as a hot lead. The points may expire after a specified period of time or you can even assign negative points for any warning signs, such as when a lead unsubscribes from your newsletter.

Web Analytics

You do! The success of your site is in its conversion of visitors. The level of your success therefore lies not in increasing the number of visitors, but in increasing the number of the right kind of visitors, understanding the type and behavior of those visitors and responding to their needs. By analyzing clear reports on website visitors and their behavior on your site, you can bring your online marketing strategy to perfection.Running in the background, it collects data such as:

• Visitors: location, time of visit, browser
• Traffic: source, referring sites, entered keywords
• Content: views, time on page, top landing & exit pages, downloads, keywords searched on-site, invalid pages
• Campaigns: conversions, clear overview and easy management
• And many other website metrics

With near-instant reports, you can track the success of campaigns through the number of conversions they bring.

Campaign and Conversion Management

It’s easy to track number of clicks, but how do you know if your campaigns actually drive business results? Conversion management helps you measure the success of your campaigns and your marketing plan. Conversions occur when your website visitor takes a pre-defined desired action on your site, like making an online purchase, registering, or subscribing. The percentage of visitors who take the action is the conversion rate (and therefore your success rate). Replace guesswork with an iterative approach that helps you improve website performance based on your online traffic.

Campaign and conversion management, therefore, provides not just a way to manage campaigns, but clear proof of the effectiveness of them, which enables you to assign marketing funds appropriately for greatest impact.

E-mail Marketing

E-mail marketing is the most direct line of communication for conversion to sales because it moves the conversation to a more personal space. A cost-effective tool for nurturing leads, communicating with existing customers and generating interest in products and services, e-mail marketing can grow your customer base and build trust during the purchase process. You can also easily keep in touch with existing clients via newsletters; the e-bridge between conversation and conversion.

Remember, generic is the killer of conversion, so not only can you segment your customer base and send personalized e-mails with content highly relevant to the recipient, but you can also perform A/B tests on e-mails sent to small groups to find the perfect working combination of subject, content, layout, call to action, etc. ahead of mass mailing. And the best part of all? Despite its great rate of success, e-mail marketing is the most cost-effective of your marketing efforts.

Contact Management

Do you have 360º view of your customer and offer them what they want at every turn? Did you know that was even possible? Contact Management is what underpins Content Personalization and Segmentation, Lead Scoring, A/B and Multivariate testing, E-mail Marketing and Marketing Automation. More than just a list of names, addresses and phone numbers, contact management is where your behavior observations, submitted and learned data, and lead scores go, and from where the Sales team can take action, fully informed as to the history each contact has with your brand. They can then deliver what’s important to your prospects, show they care and build sustainable relationships with them. And people deal with people they like

Marketing Automation

So as we’ve established: your challenge as a marketer is to engage a large number of leads and customers on a website that you are constantly optimizing and to deliver the right message at the right moment to every single contact, while recording their activity on your website and measuring their engagement and sales-readiness, before handing over a continuous flow of hot leads to Sales! Cue: Marketing Automation A seriously powerful tool, Marketing Automation allows you to easily define and execute automated marketing campaigns that engage new customers, nurture leads, and maintain an on-going conversation with customers in a way that is appropriate to their segment and step in the sales process… all at once.

So with Marketing Automation in place, you can expect to see improved marketing effectiveness, more sales-ready leads in a shorter time and with better results, boosted customer experience and lifetime value, and a potentially dramatic increase in ROI and company revenue!