Personalized Marketing: Easy Wins


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For B2B marketers looking to increase conversion rates, personalized marketing has become an increasingly important tool in providing long-term, positive results. Most marketers agree that the key ingredient to providing a more personalized experience is data. However, to achieve this, marketers often think they need to revamp their entire marketing program and make costly investments in resources and technology. What those marketers are missing are the easy improvements and process updates by which they can reap fast and significant rewards.

A recent article by Bain & Company discussed how marketers are starting to capitalize on personalization down to the individual to achieve big results.

While marketers are working towards this approach, they shouldn’t ignore the low-hanging fruit or easy fixes that generate fast results, such as focusing on larger segments first. For example, determining how to simply start serving different customer experiences for prospects vs. customers is an easy way to quickly improve conversion rates. Another simple approach is to tie website personalization to your ad campaigns which are sending traffic to your site, creating a seamless marketing experience for your potential customers. We see our customers who employ these straight-forward tactics attain surprisingly big gains.

As we have all experienced by now, relevant marketing experiences are welcome marketing experiences!

An important question then becomes, how can you quickly and easily access customer data and effectively use it to create targeted, personalized communications delivered across all relevant channels?

Blackbaud, a global technology technology that provides CRM solutions for nonprofits, is one company that has been able to simply serve different experiences to customers and prospects, allowing the company to increase “stickiness” of its solution through training and upsell opportunities.

Serving over 25,000 customers in more than 60 countries around the world, Blackbaud was missing opportunities to improve the continued use of its product and wasn’t growing revenue from existing customers at projected rates.

Blackbaud then set out to find a solution that would help educate and upsell current clients on training services and complementary products. It also wanted to ensure that anonymous website visitors were targeted with the most relevant products.

Using cross-channel personalization technology, Blackbaud used anonymous behavioral data – like previous site engagement, referring URL, geolocation, and keywords – and known marketing automation data to offer the most relevant product information to prospects and promote upsell offers to existing customers.

These targeted experiences had an overwhelmingly positive impact on site-wide metrics, but the most impressive gains were increases to conversion KPIs. Clients that saw personalized upsell and training messaging converted at a 278 percent higher rate than non-targeted visitors. Additional benefits included:

– 64% increase in pages per visit
– 31% decrease in bounce rate
– 81% increase in time on site

The great news about all of this is that you don’t need to spend a year putting together just the right marketing plan. Impactful results can be achieved by making small process changes and investing in the right personalization technology. With the right tools in place, you’ll be able to connect all of your valuable data and put up some early wins that will give your team the momentum it needs to move onto the next phase of marketing personalization.

Jim Eustace
Founder CEO in the digital marketing industry with experience in both the SaaS and strategic consulting. Across the different businesses he's founded and grown Jim's focus has been the design and application of emerging technologies to help leading brands better engage potential and current customers and drive measurable growth.


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