This document discusses how real-time personalization can improve marketing automation. It begins by explaining how buyers now have more information and control in their purchase journey. Personalizing experiences for anonymous website visitors based on attributes like industry and behavior can help engage them with relevant content. Real-time personalization identifies visitors and dynamically displays customized content to educate prospects and guide them through the sales process. The document provides examples of how real-time personalization can be used for account-based marketing, content recommendations, and A/B testing. It also notes that getting started with real-time personalization is easy and can extend the reach of existing marketing automation efforts.
From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
The amount of lvisitors on your site that are anonymous (out of 30K per month)
98% Anonymous
Receiving the same generic home page or content when coming on their site
You do not have their email address, you do have their attention!
29,400 visitors per month
Considered purchase
REAL BUYING CYCLE EXAMPLE
DAVID
b2c – mortgage
B2c – webinar source
REAL BUYING CYCLE EXAMPLE
DAVID
b2c – mortgage
B2c – webinar source
Show Segmentations
Campaigns
Engage the 29.4K anonymous (the decision maker, the buyer, the shopper)
EVEN IF THEY ANONYMOUS
Cellebrite - Eloqua
Cellebrite - Eloqua
Cellebrite - Eloqua
Cellebrite - Eloqua
Cellebrite - Eloqua
Cellebrite - Eloqua
Better example
Better example
Better example
The recommendation is based on propensity modeling - matching relevant assets to visitors in real-time.
It runs visitor attribute similarities, visitor taste/preferences and best performing asset (by goals and conversions).
We find it is a great way for marketers to learn about their site's content performance and use science to optimize it automatically, taking out the guessing work.
To complete the digital loop, you can apply the results and extend high performance content's reach thru outbound channels.