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3.
Evaluation
4.
Commitment
WHAt
What should I personalize?
Now, let’s decide what you are personalizing.
Leveraging content that you already have, you can use real-time personalization to personalize your:
tHE
3W’s
OF PERSONALIZAtION
WHO, WHAt, AND WHERE CAN YOU PERSONALIZE?
Personalization: Appealing and Easy
Given customers’ rising expectations and the di culty of marketing to anonymous prospects, real-tim personalization tools are very appealing to marketers.
{
It’s a question of which piece fits which target audience—which phase of the CDJ they’re in.
}
You can also develop multiple CtAs for a single piece of content, designed for various audiences.
For example, a so ware company CEO might see one CtA at the bo om of your homepage, while a healthcare company CEO might see a di erent CtA.
You can combine content, CtAs, and images together for a more personalized user experience.
1.
Customizing that person’s online experience by presenting the most relevant content and visuals
2.
How Can Personalization Help You, As a Marketer?
1. It creates more
Buying History
Your “Who” can also include your audience’s stage in the Customer Decision Journey (CDJ).
1.
Awareness
2.
Interest
Your “Who” might be “hot prospects”—anyone in the Evaluation stage of the sales journey.
meaningful interactions by serving the right content
2. It educates and
nurtures top-of-funnel prospects
optimizes budget
Start with the 3 W’s of Personalization
Calls-to-Action
Uses
Most companies have more than enough pre-existing content to start. Content can include:
Case Studies Videos Blog Posts Calls-to-Action Ebooks Images
WHO
Who do I personalize for?
the “Who” in personalization is your target audience, which is defined by a combination of a ributes.
If you’re a B2B Marketer, you’ll focus on firmographics, such a Company Name Vertical Size Revenue
If you’re a Consumer Marketer, you’ll personalize your content b
Customer Journey
(personalized down to the zip code)
Geo-location
Product Interest
Price Sensitivity
If real-time personalization seems complicated, relax. You begin by simply defining the 3 W’s of personalization.
Define the:
WHO
WHAt
WHERE
that you want to personalize.
B2B Marketing
Vertical
For B2B prospects, deliver content relevant to the lead’s particular:
Organization Location
{
the good news is that personalization is easier to implement and run than you think!
}
Personalization Combines two things:
Identifying a person’s relevant a ributes: intent, potential to purchase behavior, profile, and/or firmographics
Evaluation
4.
Commitment
WHAt
What should I personalize?
Now, let’s decide what you are personalizing.
Leveraging content that you already have, you can use real-time personalization to personalize your:
tHE
3W’s
OF PERSONALIZAtION
WHO, WHAt, AND WHERE CAN YOU PERSONALIZE?
Personalization: Appealing and Easy
Given customers’ rising expectations and the di culty of marketing to anonymous prospects, real-tim personalization tools are very appealing to marketers.
{
It’s a question of which piece fits which target audience—which phase of the CDJ they’re in.
}
You can also develop multiple CtAs for a single piece of content, designed for various audiences.
For example, a so ware company CEO might see one CtA at the bo om of your homepage, while a healthcare company CEO might see a di erent CtA.
You can combine content, CtAs, and images together for a more personalized user experience.
1.
Customizing that person’s online experience by presenting the most relevant content and visuals
2.
How Can Personalization Help You, As a Marketer?
1. It creates more
Buying History
Your “Who” can also include your audience’s stage in the Customer Decision Journey (CDJ).
1.
Awareness
2.
Interest
Your “Who” might be “hot prospects”—anyone in the Evaluation stage of the sales journey.
meaningful interactions by serving the right content
2. It educates and
nurtures top-of-funnel prospects
optimizes budget
Start with the 3 W’s of Personalization
Calls-to-Action
Uses
Most companies have more than enough pre-existing content to start. Content can include:
Case Studies Videos Blog Posts Calls-to-Action Ebooks Images
WHO
Who do I personalize for?
the “Who” in personalization is your target audience, which is defined by a combination of a ributes.
If you’re a B2B Marketer, you’ll focus on firmographics, such a Company Name Vertical Size Revenue
If you’re a Consumer Marketer, you’ll personalize your content b
Customer Journey
(personalized down to the zip code)
Geo-location
Product Interest
Price Sensitivity
If real-time personalization seems complicated, relax. You begin by simply defining the 3 W’s of personalization.
Define the:
WHO
WHAt
WHERE
that you want to personalize.
B2B Marketing
Vertical
For B2B prospects, deliver content relevant to the lead’s particular:
Organization Location
{
the good news is that personalization is easier to implement and run than you think!
}
Personalization Combines two things:
Identifying a person’s relevant a ributes: intent, potential to purchase behavior, profile, and/or firmographics