The Fundamentals of Website Personalization Strategy [Part 2 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we talked about the importance of having a website personalization strategy. In this post, we tackle setting a goal. What business challenge are you […]

The post The Fundamentals of Website Personalization Strategy [Part 2 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

In the last post, we talked about the importance of having a website personalization strategy. In this post, we tackle setting a goal.

What business challenge are you trying to solve with personalization?

“If you don’t know where you’re going, any road will get you there.”
–Cheshire Cat in Lewis Carroll’s Alice’s Adventures in Wonderland.

As we talk with marketers about their web challenges, this phrase often comes to mind. To develop a web personalization strategy, it’s essential to determine where you want to go. Otherwise, how will you know if you ever get there?

Marketers’ biggest challenge is often determining where to focus their attention. While many executives are told to simply grow revenue, marketers need to dig a bit deeper to align personalization strategies with business priorities.

If at all possible, it is wise to base your personalization strategies on the priorities your business has already defined. The benefits are three-fold: 1) you don’t have to internally sell a new goal, 2) personalization becomes a part of your plan, not something that competes with existing goals, and 3) your organization will care about your outcomes.

Don’t have the clearest business priorities? There are plenty of other methods for setting a personalization strategy:

Examine your lead-to-revenue chain for the weakest link. Do you need to get more of the right audience, increase engagement, qualify leads faster, close more deals or close deals faster?

Determine exactly how you plan to grow revenue. Will your growth come from increasing qualified lead volume, entering new markets, expanding existing accounts, introducing new products or cross-selling existing products?

Identify where you invest the most time or money. Is your investment in content meeting expected payoffs, are your events or webinars getting enough attendance, or could you get more out of your paid media investments?

Most Frequent Solutions

Among our customers, these are the most common solutions pursued to solve pressing business challenges:

  • Conversion Optimization – Do you need to convert more of your web traffic into inquiries to grow the top of your revenue funnel?
  • Pipeline Acceleration – Does your sales team need help converting open pipeline deals to closed-won opportunities?
  • Audience Verification – Is your media team struggling to validate if their media spend is actually engaging key personas on your website?
  • Post-purchase Marketing – Do you need to drive more upsell, cross-sell, or renewal opportunities after a purchase?
  • Site Engagement – Is your website struggling to keep web visitors engaged with the content you have already created?
  • Account Based Marketing – Do you have a specific list of accounts you are trying to grow, and struggle to identify and engage them?
  • Branding & Customer Experience – Are you trying to improve customer satisfaction or improve your brand reputation?

Each of these solutions are unique and need different tactics. Much like the Cheshire Cat advised Alice, you simply need to develop a strategy with a business challenge in mind.

 

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post, we’ll talk through determining how to solve those business challenges.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

The post The Fundamentals of Website Personalization Strategy [Part 2 of 6] appeared first on Bound.

The Great Marketing Roast of 2017

Marketing doesn’t have to be annoying! Here are a few notorious marketing habits that make all of our eyes roll. Don’t worry, it’s all in good fun. We’re guilty of most these ourselves (but we’re working on it). Because “proposals, not problems” is our mantra, we provide some resources to help you rise above the […]

The post The Great Marketing Roast of 2017 appeared first on Bound.

Marketing doesn’t have to be annoying!

Here are a few notorious marketing habits that make all of our eyes roll. Don’t worry, it’s all in good fun. We’re guilty of most these ourselves (but we’re working on it).

Because “proposals, not problems” is our mantra, we provide some resources to help you rise above the stereotype.

Buzzword Bingo

marketing buzzwords

I mean, we literally have engagement in our tagline, so we get it, sometimes buzzwords are unavoidable. But you know what is avoidable? Generic marketing website experiences – especially when your visitors expect personalization. Segment your target audiences and serve them the marketing messages you know they’re interested in.

Find out how Hewlett Packard Enterprise personalizes their website experience on the B2B Growth Podcast. Bill Mitchell, Manager of Digital Demand Generation at HPE, talks about his team’s experience growing web personalization from a simple experiment on the homepage to a suite of programs that directly influence revenue.

AI will solve all your problems

Guess what? This is not a blog post about AI. Phew!

Find out how talking to your buyer actually works – and don’t worry, we won’t gloss over the details.

Nina LoCicero, Global Demand Gen & Analytics at Rockwell Automation, explains how she is able to:

  • Identify the personas of her anonymous web traffic
  • Leverage industry and role data to engage prospects
  • Deliver relevant messages to her target personas

in our webinar with Terry Flaherty, Senior Research Director at SiriusDecisions.

10,829 Reasons to Keep Reading

But lists are much less intimidating when it’s a number less than 10.

Check out the 5 Key Data Categories You Need to get the most informed look at your web audience:

  • Firmographic data
  • Demographic data
  • Offsite intent data
  • Onsite behavioral data
  • Marketing automation data

We offer a free Audience Insights report that allows you to understand who is visiting your website and how they are engaging. To gather the data, we drop a simple java script tag on your site and handle the rest.

The post The Great Marketing Roast of 2017 appeared first on Bound.

The Fundamentals of Website Personalization Strategy [Part 1 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! We spend a lot of time talking about why personalization is important. If you have any doubts, check out every marketing survey and event agenda from the […]

The post The Fundamentals of Website Personalization Strategy [Part 1 of 6] appeared first on Bound.

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates!

We spend a lot of time talking about why personalization is important. If you have any doubts, check out every marketing survey and event agenda from the past three years. What have we learned? Personalization is relevance. Personalization is targeting. Personalization is growth…

“We expect that by 2018, organizations that have fully invested in all types of online personalization will outsell companies that have not by more than 30%” –Noah Elkin, Research Director, Multichannel Marketing at Gartner [source]

…personalization is necessary.

Most marketers seem to agree that the idea of personalization is the greatest thing since sliced bread. But we have a secret. No matter what top-of-the-line web personalization tools you have, website personalization is only as good as the strategy behind it.

A website personalization strategy is the foundation for segmenting your audience by key customer attributes and for delivering dynamic, customized experiences based on those attributes. Website personalization strategy is the manifestation of segmenting, targeting and positioning on your website.

But how do you build a successful website personalization strategy?

Until recently, developing a strategy for website personalization was all but futile. Even if you had perfect personas, the right data didn’t exist to identify them. Even if you established KPIs, there was no sure way to know if you were hitting them, let alone a way to know how your results compared to the baseline. Fortunately, the underlying technical components for implementing a website personalization strategy are now in place:

 

Five elements of a website personalization strategy

To develop a website personalization strategy, start with a simple framework. We work with our customers to build out these five critical elements.

  1. Solutions – What business challenge are you trying to solve?
  2. Plays – How will you segment your audience?
  3. Targeting – How will you target visitors?
  4. Tactics – How are you going to deliver your perfect message?
  5. Results – How will you measure success?

 

personalization strategy example

About the personalization strategy series

In this multi-part blog series, we’ll break down each of these five critical elements to building a website personalization strategy. In the next post we’ll discuss the first step in developing your personalization strategy–defining your goals and articulating how they tie to business objectives.

Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!

The post The Fundamentals of Website Personalization Strategy [Part 1 of 6] appeared first on Bound.