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At the CMO Summit in New York City hosted by the CMO Alliance last month, Intellimize Chief Revenue Officer, Tracy Sestili, sat down with marketing experts from Greenhouse, TransUnion, and FIS to discuss personalization. Although the four experts covered countless personalization insights during their 30-minute panel, we’re using this blog post to zero in on three strategies Tracy’s covered in the conversation.
From success metrics to AI, get ready for three major takeaways that will guide you when adding personalization to your marketing strategy.
If you prefer a different content format you can watch the panel or read the full transcript instead!
Use Engagement Rates as a Success Indicator
When measuring the success of your personalization efforts and tying personalization programs to pipeline and revenue, Tracy recommends looking at engagement rates as a primary success indicator. If your personalization tactics are effective, you should see higher engagement rates. Using the right technology stack you can identify exactly which accounts are engaging, enabling you to track how personalization has boosted revenue from those accounts.
Put Retention at the Forefront of your Strategy
With so many immediate revenue goals and flashy KPIs, according to Tracy, it can be easy for marketers to put retention on the backburner. To make retention a key part of your personalization strategy, make sure you are providing a differentiated website experience to returning visitors. For instance, if a customer is visiting your site, think about showing a “login” button in place of a “get a demo” call to action (CTA) in your website navigation. Small changes like this can be somewhat inconspicuous to the naked eye, but can ultimately lead to a positive customer experience, helping you to retain customers over time.
If you’re looking for more discreet website personalization tactics check out our blog, Leveraging Website Personalization Without Being Creepy.
Leverage AI to Scale Personalization Effectively
Conventional personalization strategies typically rely on rules built by marketers based on assumptions. For instance a marketer might assume that because a site visitor lives in X location, they’ll want to see X type of products. Although this can be effective in some cases, Tracy recommends leveraging AI instead of assumptions to scale your program.
AI-driven personalization enables you to show the right content or website elements to the right visitor at the right time, regardless of their assumed segment. Not only can AI-driven personalization boost conversion rates, but it can also help you optimize your website for anonymous visitors as well.
If any of these insights piqued your interest, be sure to check out the recording of Tracy’s panel and the full transcript.
