Content Personalization:

Why it Helps.

Content Personalization: Why it Helps.

• Customize content to engage more prospects

– Your customers are diverse.

– Your content should be personalized to increase engagement.

Understand Your Prospects

• What is their “profile”?

• What are they looking for?

• What stage in the sales cycle?

– brand awareness

– self teaching

– studying offerings

– comparing to competitors

 82% of prospects say industry specific content is valuable

67% say content targeted to their job function is more valuable

49% say content targeted to their company size is preferred

Some facts from Marketing Sherpa about customized content:

Steps for Effective Content Customization

1. Understand your existing prospects

2. Focus on Targeting the 3-4 most valuable

3. Determine content that can be easily and effectively altered

4. Create variations and deliver in real-time

Create Multiple Content Versions

• The same content will not work for everyone

• Don’t reinvent the wheel, just personalize

• A few minor tweaks to current content strengthens relevancy

Vary Your Content

• Change wording to match market

• Different Languages

• Present relevant images

Increase effort by 15% to help you reach the 98%

Case Study

• Insightera targets Marketo and general marketing automation users

• 2 Powtoon Videos, slightly different content, see here:

General Marketing Automation Powtoon

MarketoPowtoon

Content Personalization Example

• One case study, with tailor, personalized content targeted to three segments:

– Healthcare Industry

– Large Companies in the US

– Visitors Seeking Specific Solution

EX:

Healthcare Industry

EX:

Large

Companies in the

US

EX:

Visitors

Seeking

Specific

Solution

Campaign Strategy

Personalized all content for Marketo users:

• Powtoon Video

• Blog Post

• Targeted Emails

• Insightera Campaign displaying Marketo video

• Sales Scripts

Campaign Results After 3 Weeks

• Many Marketo leads visited our site.

• 4x Increase in Lead Generation

• 2x Improvement in Demo to Trial Conversion

• Avg. Demo Time Cut By Half - Prospects Already Educated

Moral of the story?

Higher ROI on Content with Personalization