How Citrix Cracked the Code on Personalization
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Personalization is one of 2015’s digital marketing buzzwords for a reason. As competition for market share intensifies, the ability to provide a relevant experience for your prospect or customer has never been more important. Yet, for many marketers personalization remains uncharted territory.
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How Citrix Cracked the Code on Personalization
- 1. Secrets of Personalization: How Citrix Cracked the Code on Personalization
- 2. Today’s Speakers Jessica Fewless Director, Field & Partner Marketing Demandbase Cori Kaylor Sr Manager, Web Strategy & Online Marketing Citrix Jessica Collier Web Conversion Strategist Citrix
- 3. Housekeeping This webinar is being recorded. Slides and recording will be e-mailed. There will be time for Q&A at the end. Submit questions via the Q&A box below.
- 4. B2B is Different Consumers Businesses • Individuals • Emotional purchasing • May be impulse; buy in minutes • Large market • Transactional • Companies/Accounts • Task-oriented purchasing • Planned; buy in months • Smaller, niche market • Strategic
- 5. 5 channel in making the purchase decision. 70% of buyers have indicated that the VENDOR’S WEBSITE MOST INFLUENTIAL was the Source: DemandGen Report Your website is a critical marketing tool
- 6. 6 Website is #1 indicator of future revenue …all roads eventually lead to the company Website—buyers use company Web sites as a primary tool during the decision- making process... Since Websites are such an important stop for buyers, and it is imperative that they have a good experience during their visits, vendors must not lag in this area. - IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012) “ ”
- 7. 85% of website visitors are not potential customers 80% of web visitors abandon a site In < 5 seconds 97% of website visitors will ignore call to action Basic methods aren’t driving results
- 8. Hero image carousel Featured content Clear navigation Cookies So what can you do about it?
- 9. • Founded 1989 • $3.1B+ 2014 revenue • 9,000+ employees • 330,000+ enterprise customers • 10,000+ partners in 100 countries • #1 Desktop & App virtualization • #2 Cloud Networking • #2 Web Collaboration About Citrix
- 10. • Overview • Vision • Challenges • Strategy • Technology stack • Test plan and results • Next steps and conclusions • Q&A Agenda
- 11. Centralized corporate team of web strategists, designers, producers and developers Manage over 30 web properties, including Citrix.com Deliver web experiences that tell the Citrix story, amplify awareness of our brand, move visitors through the customer journey and generate leads and revenue Web Experience team
- 12. “ Personalization is collecting implicit or explicit user information to create a content delivery framework that not only manipulates the information presented to users but how it is presented.” - MarketingProfs
- 13. • Increased engagement • Increased conversions • More efficient communication • Enhanced loyalty Benefits of B2B Personalization
- 15. Vision To personalize and tailor the citrix.com experience to the individual visitor
- 16. Challenges ? Resources How CostTools ROI • Website • Pages • Banner ads • Frequency • Journey • Self selection
- 18. Start with goals • Increase engagement and conversions of anonymous to known visitors • Accelerate buyer’s journey from awareness to sale
- 19. Strategy Pilot with existing tools Leverage new testing practice Get team excited with results If pilot is successful, develop long term solution Pilot Test Inspire Invest
- 20. 5 steps to a personalization pilot • Ensured unique • Reviewed data • Personal data • Company • Behavior • User preferences • Social data • Reviewed company initiatives • Analyzed traffic • Ensured that there is enough web traffic Location ContentTrafficAlign goalsPick a target • Create content for each segment • Determined prominent interaction points for each segment
- 21. Our target opportunity Healthcare, Education and Finance
- 22. Technology
- 24. Personalization Test Plan & Results
- 25. Test to make decisions
- 26. Test plan • Run (2) A/B tests (personalized messages vs generic messages) Industry targeted hero banners on Citrix.com Industry sessions for Synergy on Downloads page • Measure specific goals Clicks/engagement on banners Bounce rate • Leverage additional analytics tracking Pages per session Average session duration
- 27. Hypothesis & success measures Increase engagement/clicks on banner by 10% We believe that industry-specific content personalization on Citrix.com will increase engagement and decrease overall bounce rate. Decrease bounce rate by 5%
- 28. Test 1: Personalization on Citrix.com
- 29. Test results 7% decrease in bounce rate 30% increase in engagement 10% increase in pages/session 4% increase in average session duration
- 30. Test 2: Personalized Synergy sessions
- 31. Test results 30% 168% Increase in clicks Increase in clicks
- 32. Next steps • Integrated Demandbase plug in for Adobe Experience Manager (CMS) in July • Rolled out personalized vertical homepage banners in early August • Continue to roll out vertical promos and content throughout site • Operationalize the maintenance of personalized experiences
- 33. 1. Know your strengths and weaknesses 2. Leverage assets you already have 3. Deliver the content you know your visitor wants 4. Test and retest How can you see results like Citrix?
- 34. Who’s coming to your website? • Are they finding what they need? • Are they finding the content you WANT them to find? Measure: Know your strengths and weaknesses
- 35. • Who do you WANT to talk to • What do you WANT to tell them Engage: Segment your Audience
- 36. Use the assets you already have • Change upfront messaging • Change imagery • Change call-to-action • Speak the language of your visitor • Lead them to the intended CTA Engage Convert: Test out your message
- 37. • Find out what worked – put it into production • Identified what didn’t – test out something different • Repeat Measure: What worked? What didn’t?
- 38. Higher Engagement More Conversions More Revenue
- 39. Visit the Optimizely Partner Directory: www.optimizely.com/partners/technology
- 40. Q&A
- 41. Thank You!
Editor's Notes
- ----- Meeting Notes (4/17/15 10:14) ----- Slides and recording will be sent to you within 24 hours
- For example, in the B2C space, companies like Amazon and Netflix have trained consumers to expect a personalized browsing experience — the website uses implicit (previous browsing historly) and explict information (‘likes’ on specific movies, for example) to provide recommendations. This data not only surfaces more relevant content, but it also provides the opportunity to test the layout and presentation of these recommendations. The expectation of a personalized customer journey has begun to spread into B2B and other industries. Many companies, including Citrix, are beginning to see personalization as a key strategy to their future marketing.
- What’s clear is that your website is increasingly important – for taking prospect accounts from research/inquiry and moving them toward sales leads. Think about it…before our call today, you visited our website, or thought about checking it out, right? It’s proven with research too. 70% of B2B buyers say your website in the most influential channel for making a purchase No matter what your job is (Website centric or not), we allow you to take advantage of the activity on your website and its importance in the buying process.
- ALSO: 80% of buyers listed the B2B website as an integral part of their educational and decision making processes. – “B2B Buyer Survey Reveals Impact of Social Media on Vendor Selection Process,” -DemandGen Report, Sept. 11, 2012 “…all roads eventually lead to the company Web site – buyers use company Web sites as a primary tool during the decision-making process... Since Web sites are such an important stop for buyers, and it is imperative that they have a good experience during their visits, vendors must not lag in this area.” - IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012) 80% of respondents report the corporate website is not performing to its maximum lead generation potential. -Demandbase 2011 National Website Demand Generation Study
- Have you heard these common complaints? Advertising doesn’t work! The website sucks/is inefficient! All the leads are bad! We as marketers work hard defending their ability to attract, engage and convert new opportunities for the business. But no one (especially Sales) ever seems to be happy. ALSO: In a recent survey of more than 1,150 B2B sales executives only 31 percent of marketing generated leads were considered suitable. -Sales Speaks: Perceptions & Ponderings on Marketing Leads, The Bridge Group and Vorsight Most of the time, marketers are missing a key strategic focus…they’re marketing to masses of individuals, looking for anyone to show interest. Using tactics that originated with consumer marketing…We like to call that mass backwards
- Given that you NEED to grab their attention within the first 5 seconds on their FIRST visit to your website, these tactics won’t work… So now let me turn it over to Jessica and Cori who will walk you through the simple personalization tactics they deployed that DID work for them, overcoming these obstacles, and lead to some pretty amazing results Carousel at the Top – If the content you want isn’t in the first slide, your audience probably won’t see it. They’ll be scrolling and looking elsewhere on the page to find what they are looking for Featured Content – What does it mean to be “featured” or the “most popular” on your site? Who is it most popular with? Who is it intended for? Who is most likely to get value from it? Clear Navigation – Every click that your visitor has to make increases their chances of bouncing. Not to mention you’re expecting them to find the content you want them to see on your site. Cookies – This assumes they come back to your site! If they don’t find what they are looking for on the first visit, they are not likely to come back!
- Attitudes toward personalization have definitely come a long way. Just a few years ago, I worked at an agency and we talked a lot about personalization — personalizing landing pages with visitor information, prefilling forms fields and tweaking copy based on known user data. Today, we think about personalization as collecting both implicit user information — data that is not provided intentionally but gathered from available data streams — and explicit user information — to create a content delivery framework that not only manipulates the information presented to user, but how it is actually presented.
- And I say “beginning” because personalization has been a marketing buzzword for a number of years, but it has yet to be FULLY realized as a strategic influence during the B2B buying experience. To become a marketing power play, personalization must get far beyond inserting name, title, or company into email messages — that is customization, not personalization. In Adobe's recent 2014 Digital Marketing Optimization Survey, 75% of respondents agreed that personalization is an effective method of converting site visitors into customers — but the benefits of personalization go beyond conversions — personalization can help a company communicate more efficient with their customers, helping to drive enhanced loyalty and brand. You’d think it would be a “no-brainer” right?, yet many companies struggle to implement a successful strategy. Why?
- So, let’s talk about the technology. During our initial discovery, research and requirement gathering, we did our due diligence and evaluated several technologies. Some of which we already were leveraging, and others that were possibilities — we looked at several real-time targeting and personalization tools.
- We leveraged a powerful tech stack — all technologies that were already being used across the organization, some in different departments. - Accessed company-level data through Demandbase to identify target industries - Used Optimizely to A/B test the effectiveness of the personalization - Monitored additional data/reports in Google Analytics - Served personalized content and images on Adobe AEM, our CMS, using Optimizely
- Five lessons from the top 20% #1: They test to make decisions The top performers use testing to aid in decision-making, whether at an individual, team, or corporate level. Data and performance metrics are consistently used to analyze test results, evaluate the tactics used, and recommend next best actions. 70% of top performers use testing in various capacities, compared to only 46% for the rest of the sample
- We ran (2) A/B tests (personalized messages vs generic messages) - Industry targeted hero banners on Citrix.com - Industry sessions for Synergy on Downloads page We set goals in Optimizley — to track overall bounce rate and clicks/engagement on the hero banners. Clicks/engagement on banners Bounce rate We leveraged additional analytics tracking in Google Analytics to ensure we could do further, more robust analysis: - Pages per session - Average session duration
- .
- Pilot resulted in huge improvements in overall visitor engagement for our three target segments — Healthcare, Education and Finance industries. We saw an overall decrease in bounce rates on the homepage and increases in pages per session. Homepage banner personalization resulted in: 30% average engagement increase…. 7% average decrease in bounce rate 10% average increase in session duration 4% average increase in pages per session
- Specific to Citrix
- Who do you WANT to talk to: Industry Segments Key Account List Customers What do you WANT to tell them: Why your solution is perfect for them Which exact solutions are right? Other companies that have seen success