Case Study: How to Personalize Your Content to Maximize Leads and Sales We all know content is king. But how do you ensure that the right person sees your content, at the right time? In this session, we will explore four simple strategies for increasing your marketing's relevancy and response. Presented by: Steve Haase, eCommerce Inbound Marketing Consultant, HubSpot www.bdionline.com

1. How to Personalize
Your Content to
Deliver Delight.
Steve Haase
Ecommerce Inbound Marketing Consultant

2. A bit about me:
• HubSpotter 1+ yr. (now I’m an old
guy)
@SteveHaase
@HubSpot

3. CUSTOMER GROWTH
Customers

4. WE INCREASED THE NUMBER
OF HUBSPOTTERS BY 41%.

5. 2012 Revenue
= $52.5m
(82% growth)
REVENUE GROWTH THROUGH Q4’12

6. A bit about me:
• HubSpotter 1+ yr. (now I’m an old
guy)
• Trumpeter
@SteveHaase

7. If content is
king, then
context is God.

8. Two Types of
Personalization
Audience

9. Two Types of
Personalization
Automation

10. Audience.

11. Brand
Contex
t
Audience
Context
Content

14. ~48,000 views in 1
week

15. Invest in your content!

16. Automation.

17. The Audience Engagement
Matrix
1. Who is my audience?
2. What are the stages of
their journey?

18. Inbound Marketing Customer Journey

19. Landing Page Y
Blog Series X Lead Nurturing Series Z
Webinar A Blog Series E
Persona
3
Persona 2
Audience Engagement Matrix
Persona
1
Attract Convert Close

20. What Automation Tools Help You Deliver
Delight?
• Smart forms
• Dynamic Calls to Action
• Smart content
• Retargeted ads
• Lead nurturing emails
• Mobile optimized site

21. FINAL THOUGHT.

22. Questions?
@SteveHaase