Download - Personalization strategy product
![Page 1: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/1.jpg)
#INBOUND14
Personalizing your Marketing with Smart Content
Meghan Keaney Anderson
Director of Product Marketing, HubSpot
![Page 2: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/2.jpg)
Fun Fact: My first job was painting donkeys for ceramic nativity scenes.
@MeghKeaney
MeghanKeaneyAnderson
![Page 3: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/3.jpg)
#INBOUND14
Why personalize?
![Page 4: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/4.jpg)
#INBOUND14
You’ve all heard this statistic…
![Page 5: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/5.jpg)
86% percent of people ignore ads
82% of people say they ignore ads.
Source: GooTechnologies
![Page 6: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/6.jpg)
74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
![Page 7: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/7.jpg)
#INBOUND14
You probably know this fact…
![Page 8: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/8.jpg)
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities
Source: DemandGen
![Page 9: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/9.jpg)
In-house marketers who personalize their web experiences see on average a 19% uplift in sales
Source: A 2013 Monetate/eConsultancy
![Page 10: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/10.jpg)
1. Define personas2. Determine friction points3. Choose personalization techniques
Steps to develop a personalization strategy
![Page 11: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/11.jpg)
#INBOUND14
Define Personas 1
![Page 12: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/12.jpg)
#INBOUND14
Define Your Personas
![Page 13: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/13.jpg)
#INBOUND14
2 Determine Friction Points
![Page 14: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/14.jpg)
#INBOUND14
![Page 15: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/15.jpg)
Where are decisions happening in your marketing?
![Page 16: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/16.jpg)
#INBOUND14
What factors hold up decisions on your site?
Pricing Pages Testimonials
Geographic ReferencesConversion points Challenge Scanning
![Page 17: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/17.jpg)
#INBOUND14
3 Choose the Right Personalization Technique
![Page 18: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/18.jpg)
1 Personalize by Lifecycle Stage
2 Personalize by Persona and Interest
3 Personalize for First Time or “Anonymous”
Visitors
You’ll learn how to:
![Page 19: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/19.jpg)
#INBOUND14
Follow along if you’d like...
![Page 20: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/20.jpg)
#INBOUND14
PERSONALIZING BY CUSTOMER LIFECYCLE
![Page 21: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/21.jpg)
#INBOUND14
Use a page with a Rich Text Module
![Page 22: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/22.jpg)
#INBOUND14
Choose The Type of Smart Content You Want
![Page 23: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/23.jpg)
#INBOUND14
Choose The Stage You Want
![Page 24: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/24.jpg)
#INBOUND14
Create Your Personalized Content
![Page 25: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/25.jpg)
#INBOUND14
Check Your Work
![Page 26: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/26.jpg)
#INBOUND14
PERSONALIZING BY PERSONA & INTEREST
![Page 27: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/27.jpg)
#INBOUND14
Use a page with a Rich Text Module
![Page 28: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/28.jpg)
#INBOUND14
Choose The Type of Smart Content You Want
![Page 29: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/29.jpg)
#INBOUND14
Choose The List You Want
![Page 30: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/30.jpg)
#INBOUND14
Create Your Personalized Content
![Page 31: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/31.jpg)
#INBOUND14
Check Your Work
![Page 32: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/32.jpg)
#INBOUND14
PERSONALIZING TO FIRST-TIME VISITORS
NEW!
![Page 33: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/33.jpg)
#INBOUND14
Choose The Personalization You Want
![Page 34: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/34.jpg)
#INBOUND14
4 AVOIDING PITFALLS IN PERSONALIZATION
![Page 35: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/35.jpg)
Technology has madeThis easy to do…
![Page 36: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/36.jpg)
It has notmade it easy to do well.
![Page 37: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/37.jpg)
History is littered with personalization attempts gone wrong…
![Page 38: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/38.jpg)
#INBOUND14
Start Small. Get this Right.
![Page 39: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/39.jpg)
#INBOUND14
Be Useful, Not Clever.
![Page 40: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/40.jpg)
#INBOUND14
Don’t Restrict Options
![Page 41: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/41.jpg)
#INBOUND14
Remember This SEO Rule
![Page 42: Personalization strategy product](https://reader038.vdocuments.mx/reader038/viewer/2022103021/55d17b70bb61ebbd528b45f4/html5/thumbnails/42.jpg)
#INBOUND14
Thanks For Your Time.
Happy (responsible)
Personalizing!