Your website is the culmination of years of experiments trying to maximize web visitor engagement. It has been optimized for design, messaging, positioning, layout, imagery and yet there is one fundamental flaw preventing you from a giant leap in engagement: relevance
Webster’s dictionary defines relevance as the ability to retrieve material that satisfies the needs of the user
Unless your website content dynamically changes based on the user/visitor, you are missing out on true relevance. SiriusDecisions cites end-to-end conversation rates of 1.42% as best in class. This means for every 100 inquiries, we roughly win one, just one! What happens to the remaining 99%? When did it become acceptable to win just 1% of our customers?
Relevance is the only way to increase your end-to-end customer conversion and personalization answers this call.
“Smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%” – Gartner
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Marketers have always wanted to personalize, but until recently technological limits have prevented mass adoption.The underlying components of personalization are now in place:
- Readily available data sources to decipher known and unknown web visitors
- Audience insights to understand your web audience
- Technology to dynamically change the website experience in real-time
- Marketing personnel to optimize ongoing campaigns
As we turn the chapter on 2017 and look towards our 2018, can your revenue goals wait for personalization?
If you’re a B2B marketer, I don’t have to tell you that B2B marketing is hard. Prospects are getting harder to engage with, buying groups are growing in complexity, and marketers struggle to find the right data to understand and resonate with buyers.
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To address this issue head-on, we will be sitting down with Terry Flaherty, Senior Research Director Demand Creation Strategies at SiriusDecisions and Nina LoCicero, Manager of Global Demand Generation and Analytics at Rockwell Automation to offer expert views on successful demand marketing strategies. Terry and Nina will share their perspectives on opportunities the new Demand Unit waterfall create – for marketers like you to identify and engage your active buyers systematically. We will also discuss a few interesting personalization plays Rockwell has successfully run to help them engage prospects more effectively.
Join us for this informative webinar on October 18th at 1:00pm CT, detailing personalization plays revenue marketers are using to fill their demand waterfalls! After the 18th, the webinar will be available on demand as well.
During this webinar, you will learn how to:
- Align your web personalization strategy to the new Demand Unit Waterfall
- Identify the personas of your anonymous web traffic
- Leverage industry and role data to engage prospects better
- Deliver relevant messages to your target personas
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