Campaigns that Click: Practical Personalization Strategies to Boost ROI

Join Jennifer Hodroge in this new webinar where she'll explore how to improve campaign alignment and deliver exceptional buyer experiences by tailoring your efforts to meet customer needs. From journey mapping to personalization at scale, you’ll learn how to build smarter marketing strategies that drive better results and maximize ROI!

1. Campaigns that Click Feb 2025

2. Welcome! Content Creation What is the “right” content? Knowing your customer Understanding your business pain points Test and Learn to improve Maximizing Marketing Budgets

3. What if you could… Save Time Drive Efficiency Create Value Elevate Your Market Position Maximize Your Marketing Spend Value Today, marketers spend as much as 30% of their budgets on content – this content needs to work hard to generate ROI and achieve business goals, but it needs to meet the needs of the audience too A comprehensive strategy can be the difference between content success and failure

4. The Reality… 77% of content is never used* Only 23% of content is adding value Strategically created content, placed in the right channel, at the right time, is essential for any marketing plan *Veeva pulse data, October 2023

5. But How? Budgets are limited There’s no time It’s a long process to develop new content …and on and on

6. Effective Personalization

7. All Personalization is Not the Same Choose your adventure Audience self-selected I know you Customer data driven Historical behavior Based on how the audience has interacted with your brand/site in the past

8. Personalization vs Customization Controlled by the company Data driven No audience input required No Audience effort Controlled by the audience Relies on User Choice Audience input required Effort required by the Audience

9. What is being created? How does your audience find it? Personalized content creates 20% increase in Sales Opps Video content (short-form video is being created by 50% of marketers Voice search is growing to 20% of all searches

10. Elements of Effective Content The Experience: Well-Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3

11. Elements of Effective Content The Experience: Well-Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3

12. “That” Company Awareness Consideration Decision Retention Loyal/ Evangelist Customer Actions Searches online for information Discovers that company through search Completes a quiz on the website Creates login and checks back for updates Uses login and signs up for automatic shipments, subscribes to newsletter Business Goals Customer awareness Drive customer to action Provide info to facilitate a customer decision Motivate frequent visits to the site and additional purchases Continue to exceed customer expectations Customer Goals Find information Solve problem Get a product that solves my problem Product continues to solve my problem I get some benefit from continuing to buy this product and find other products I need/like Pain Points Customer not finding desired info; not able to find accurate info Info is not clear to customer Many other similar products but difficult to compare and find details Could be easier to reorder the product It takes a long time to earn benefits from purchasing the same product Opportunities Business wants to be seen as a segment leader Ensure when found, presents info that is easy to navigate Info presents solid benefits of the product Product is superior to other products available Experience with the product is superior to other providers Touchpoints Web Organic Search Paid Social Email Web Paid Search Paid Social Banner Ads Web Organic Social Email Web Email Banner Ads Paid Social Web Banner Ads Events Newsletter Sentiment Example Experience Map 1

13. Workshop: Align on the Full Experience Ideal Journey Ideation + Gaps Minimum Requirements Prioritizatio n Pre-work Assignment + Current State Walk-thru pre-work assignment responses and discuss current ecosystem including competitor offerings and observations around opportunities Interactive group discussion to include alignment on the central question and audience vision, refining the customer journey, key pain points, key customer touchpoints Define the key capabilities needed to effectively reach the target audience, functionality requirements and technical platform (what does it need to do) Based on the ideal experience, define priorities for the brand leading to the development of an actionable roadmap 1 Who? What? Stakeholders, such as: Business Owners IT/Tech Owners Product Owners Sales or Service Leaders Marketing & Strategy Creative Design and Copy UX/Content Strategy Related Vendors

14. Experience Workshop: Typical Deliverables Experience Map Minimum Requirements for the Ideal Experience High Level Roadmap Workshop Readout Provide executive summary plus workshop recap of the refined experience and opportunities Refined experience map visual based on session inputs Define technical needs for functional and content requirements identified on the ideal journey map Document key milestones and activities on the path to creating the ideal customer experience 1 Next Steps Assigned to Specific Stakeholders

15. Elements of Effective Content The Experience: Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3

16. Poll!

17. Content Components Inventory Message Map 2 Communications Plan Include: Calendar What messages Where they’ll appear (channel) Which Audiences get what/when And, establish KPIs/Metrics Based on the audiences you’ve defined and the desired experience, map messages to your audiences that will most likely drive actions A list of all the content that exists, across all channels, then: Where are the gaps? How is it performing? Are there overlaps? Audience Needs Business Goals

18. Repurposing Content Have a video? Divide it into several blog posts or articles Get audiences the types of content they want – not all audience consume information in the same way Recording a podcast? Film it too, divide into bite-size pieces Have a popular piece of content? Create an email campaign about it or add it to social channels

19. Avoid the Repurpose Content Trap Not all content is appropriate for all channels Social media formats Platform audience expectations Note Create content with channels in mind From a long form video, edit multiple cuts for different channels

20. Modular Content Increase flexibility Reduce cost Enrich data & insights Improve Speed to Market

21. What Personalization Could Look Like Awareness Consideration Decision Early Adopter Ready to Try Skeptic 2 ✔ x ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

22. Elements of Effective Content The Experience: Well-Defined Content Alignment: Connect Content to Audiences and Channels Your Tech Stack: Gaps, Duplication, Streamlining 1 2 3

23. Tech Stacks: Not all are created equal Evaluate your technical platforms or “tech stack” Consider capabilities: Gaps Overlaps Usage 3

24. Jump In!

25. Try a Pilot

26. Personalization Drives Results 72% of customers say they will only engage with brands who offer personalized messaging ( SmarterHQ ) Higher Conversion Rates Customers Expect Brands to Know Them Personalized CTAs outperformed static CTAs by 202% (HubSpot) Better Engagement Can reduce customer acquisition costs by up to 50% (McKinsey) Personalization can increase marketing spend efficiency from 10-30% (McKinsey) Increased ROI 66% of customers expect brands to understand their needs and expectations (Salesforce) 71% of customers are frustrated by brands who fail to deliver meaningful personalization (McKinsey) Personalized emails drive 6x more transactions than non-personalized email campaigns (Social Media Today) 82% of customers are willing to share their information to get personalized recommendations (Smart Insights)