In today’s competitive digital landscape, it’s more difficult than ever to stand out from pack and deliver experiences that differentiate your brand and grow your business. Leveraging the power of personalisation to engage your prospects and customers with highly relevant content is one key way to increase engagement and conversion. But personalisation is not turnkey. It requires technology, people, data, and strategy. Join our webinar on Thursday 27th September at 3pm BST and learn the steps you can take and technology you can leverage to deliver data-driven experiences to your customer, no matter where you are in your digital journey. Also covered: An overview of the digital landscape How to set the right personalisation metrics Which tactics to embrace at each stage of the personalisation journey Customer success stories Presented by: Eric Fullerton, Product Marketing Leader, Acquia Gemma Singleton, Senior Customer Success Manager, Acquia

1. ©2018 Acquia Inc. — Confidential and Proprietary
Crawl, Walk, Run to
Personalisation Success

2. ©2018 Acquia Inc. — Confidential and Proprietary
Who are we?

3. ©2018 Acquia Inc. — Confidential and Proprietary
Why are we here?

4. Acquire
Acquire more customers
more easily.
Get more leads faster
and optimise spend.
The 3 Things We Are Trying to Do
Convert
Close more business
faster & efficiently
Drive more sales across
all channels.
Grow
Do more than win:
create loyal customers
Grow and reinforce the
relationships you’ve
worked so hard to
create.

5. ©2018 Acquia Inc. — Confidential and Proprietary
In today’s customer first world,
a generic one size fits all experience is
no longer enough...

6. We Live in the World of the
Empowered Customer
74%
of online consumers get
frustrated with websites when
content appears that has
nothing to do with their
interests.
(Janrain & Harris Interactive)

7. 7
Business Leaders Know This & Are Prioritising
the Customer Experience
Improve customer
experience
Reduce cost
Grow revenues
Source: Forrester - 2,249 global business budget decision-makers

8. ©2018 Acquia Inc. — Confidential and Proprietary
Organisations are turning to
personalisation to help solve the
customer experience problem. Why?
Because it works.

9. 20% increase in sales
opportunities when leads
are nurtured with
personalised content.
—DemandGen
Personalisation wins customers

10. 10 © 2018 SiriusDecisions. All Rights Reserved@jontam13@siriusdecisions
Speak directly to
small, but valuable
audiences
Target each audience
with unique content.
Drive cross-sell,
upsell & retention
Showcase offers in the
right way, in the right
place, at the right time.
Guide visitors
through the
conversion funnel
Apply your marketing
funnel to your website.
Enhance data-
driven
decision making
Leverage the power
of customer data.
How Personalisation Delivers Value

11. There are three primary stages organisations are at in terms of what they are
ready to do:
Collect
actionable
data
Personalise
experiences
Orchestrate
customer
journeys
Delivering the Best Customer Experience
CRAWL WALK RUN

12. 12 ©2018 Acquia Inc. — Confidential and Proprietary
CRAWL
Data Collection &
Segmentation
Unify Known & Unknown
Geolocation
ABM/CRM Integration
Device Type
WALK
Browsing Behavior
Pages Viewed
Marketing Campaigns
Completed Events
Visit Frequency
RUN
Cross-Channel Personalisation
Best-Next Action
Combinations of Crawl and
Walk Personalisations
...and Beyond!
Delivering the Best Experience

13. ©2018 Acquia Inc. — Confidential and Proprietary
A moment to talk metrics...

14. ©2018 Acquia Inc. — Confidential and Proprietary
Challenging to build
a comprehensive,
single view of a
customer
96%40%
eMarketer 2015 “Marketers Stuck on Basic Data for Personalization”
Don’t understand
customers beyond
basic data
80%
Unable to personalise
because of inability to
link data across
disparate technologies
Personalisation is A Data Challenge for Marketers

15. ©2018 Acquia Inc. — Confidential and Proprietary
You Need to Collect Data That…
1 Builds a 360 customer profile
2 Discovers preferences, not just characteristics
3 Connects your stack (Connectors, APIs)
4 From knowledge into action
CRAWL

16. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Collecting data to to build user segments based
on visitors’ size of business
Identifies visitor URL, browsing behavior & Drupal
taxonomy to map visitors to unique product offering.
Creating and tagging content by funnel stage
to segment visitors by stage of funnel they are
in to personalise content
The Result:
Right content to right customer
Shortens B2B sales cycle
Builds more highly qualified leads
Segmenting by Size and Buying Stage HR B2B Software Provider
Revenue: $3 Billion

17. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Smaller brand offering flash sales in specific
regions or stores.
Leveraging social media celebrities to promote
these sales.
Attaching UTM codes to URLs and evaluating
site visits, time on site, and page views from that code by
geolocation.
The Result:
Better metrics for paid promotions on sponsors
social media platforms
Visibility to determine value of paid endorsements
by region
Building user profiles on first touch visitors
Discovering the Value of
Paid Social Endorsements

18. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Tracking visitors by interest to encourage more quote
submissions
Segmenting based on interests in destinations and in
Favourite Holiday Types
Tracking Brochure Downloads, Newsletter Sign Up &
Get Quote
The Result:
How many people have already clicked a quote in
holiday types
Promoting destinations in holiday type pages based
on interest
Destination based data collection European Travel Company
Revenue: £325 million

19. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Integrating Lift with their Google Analytics instance
for single view of site and profile analytics.
Tracking users segments, personalisations and goals.
Segmenting and tracking site data based on PPI
campaigns and interest in specific insurance types
The Result:
Ability to have an overall visitor profile
Promote USPs for visitors based on their browsing
behaviour to increase quotes
Better data on their customers
Lift & Google Analytics = Next Level
Insights
European Insurance Company
Revenue: €2.5 billion Euro

20. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Pulling data on company name and browsing
behavior from DemandBase into Profile Manager
Those visitors see a personalised welcome
message, as well as tailored content and CTA’s
Over 200 personalisations running on site
The Result: Unified data for 360 customer
view, and increased engagement metrics
on personalised CTA’s
Leverage Account Based Marketing
Data for Personalisation
Cloud based analytics provider
Purchased in 2015 for $600MM

21. The Personalisation Process
1
Current State
2
Beginners
3
Professionals
Tier 4: Individualisation
Masters engage customers as segments of
one in real time by listening, capturing,
measuring, assessing, and addressing intent
across every enterprise touchpoint.
Tier 3: Advanced segmentation
Professionals use a mix of order history,
browse patterns, and customer data to
engage smaller, targeted customer segments.
Tier 2: Basic segmentation
Beginners engage large customer segments
with content based on single data points such
as gender, age, and/or last purchase.
Tier 1: No personalisation
Many organisations fail to personalise at any
touchpoints, resulting in all customers
receiving the same brand experience.
FIGURE 1 Digital Leaders Strive To Reach The Top Tier Of Personalisation Mastery
4
Masters

22. ©2018 Acquia Inc. — Confidential and Proprietary
You Need to Personalise Experiences That Are...
1 Data first
2 Beyond A/B testing
3 Smart
WALK

23. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Established user segments based on experiences,
destinations, and CRM Funnel
First time visitors get email sign up request;
then see guides related to areas of interest
Returning see personalised content in banner
image and other slots based on previous interests
The Result:
Session duration up 30%,
Bounce Rate down 20%
A Revamped Tourism Experience

24. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Establishing their pilot program
Segmenting based on the animal interests
Delivering personalised content to three primary
segments
The Result: More insight into their audience
segments and content preferences
Delivering the right experience to right person based
on their pet of choice
Pilot Personalisations in Action

25. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
Content tagged by product (seven different types),
persona (four types) and industry (six types)
Running homepage banner personalisations by
segment, and geolocation.
The Result: Personalised content experience
beyond single piece of content
Four degrees of segmentation (location, persona,
industry, product)
Higher engagement metrics on content
personalised by preference and location.
Personalisation on every
page by product

26. ©2018 Acquia Inc. — Confidential and Proprietary
Orchestrating the Connected Customer Journey
Awareness Consideration Conversion Growth Advocacy

27. ©2018 Acquia Inc. — Confidential and Proprietary
You Need to Orchestrate Journey’s that are:
1: Data first
2: Personalised
3: Understand and deliver the next best action
RUN

28. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary
CMO lead initiative during company overhaul to:
Easily create new journeys and orchestrate what
happens at each step across channels.
Understand where customers are throughout the
lifecycle
Unify customer profile beyond web and email
The Goal: Reduce time to market and cost of journey
orchestration
Increase customer satisfaction
Increase new, up, cross-sell opportunities
Differentiation Through The Customer
Journey

29. ©2017 Acquia Inc. — Confidential and Proprietary
Word of Mouth
Amy hears about
AMD’s Radeon’s GPU
products from a
colleague
Goes to AMD.com
Demandbase looks up
industry, company,
revenue and adds it to
her profile.
Personalised Homepage
The website shows the new
HP OMEN Laptop with AMD
Radeon RX580.
Website Browsing
Amy, also a gaming
hobbyist, reads a few
pages about the Radeon
devices and software.
Email Newsletter Sign-up
Amy wants to stay informed
so he signs up for AMD’s
“Gaming Evolved”
newsletter.
Personalised Welcome Email
An email is sent to Amy from
SilverPop. It highlights the
gaming archives and an offer
for the Radeon RX580.
Personalised Campaign Page
URL from welcome email directs
to campaign page with
personalised content including
a Radeon product comparison
chart. Amy buys!
Emails
Receives email thanking her
for her purchase,
encouraging her to review
and with a link to a review
page of the OMEN laptop.
Targeted Ads
Based on her email address, deliver
Amy with Google, and Twitter for the
OMEN laptop and other
complementary products
METRICS
- Pageviews
- Email opens / clicks
- Newsletter Signups
- Ad impressions / clicks
Ongoing
Amy
• Anonymous Visitor
• Works at HP as a business analyst.
• Gaming Hobbyist
Customer Journey

30. Questions?