‎If You Market Podcast: Practical AI for B2B Marketing

Listen in on this lively conversation with co-hosts Sky Cassidy and Karla Jo Helms as they discuss Marketing AI with Guy Yalif, CEO of Intellimize.

Guy highlights how AI is used to personalize websites, continually learning to dynamically adjust each individual visitors’ experience as the market and behavior changes over time. Guy shares that best practice is to meet each visitor wherever they are in their journey, presenting the appropriate flow and experience whether they are a new visitor, long-time customer, or somewhere in between.

Other topics that are raised in this wide-ranging discussion:

  • Rules-based AI vs. machine learning AI
  • The “right problems” for AI vs. the ones that need to be left to humans
  • Best personalization use cases for AI
  • Staying on the right side of the personalization “line of creepiness”
  • How AI can eliminate a lot of marketer rote work
  • The Terminator (several times, not kidding)

Guy hopes B2B marketers everywhere will learn how AI can help us get more done, deliver more value for our companies, and produce better experiences for our customers.

Check out the full episode on Apple Podcasts and directly on the IfYouMarket site.

Webinar: Personalizing Your Most Underutilized ABM Asset – Your Website!

Usually ABM focuses on email, calls, direct mail, dinners, and other personalized interactions. But all this points your target prospect to your website, and that’s where everything tends to fall apart. Marketers are failing to carry out the same personalized experience on their website that had originally compelled the prospect in the first place.

Guy Yalif, CEO of Intellimize, explains how to effectively incorporate your website into your ABM strategy, by turning your website into the final personalized touchpoint for your target prospect to drive conversion.

In this webinar, you’ll learn:

  • What, exactly, personalizing your site for ABM target accounts and prospects looks like to drive more conversions
  • How to design your website to effectively manage ABM traffic, anonymous traffic, and customer traffic simultaneously
  • Real life examples of companies doing website personalization for ABM, and their results

This is not some high-level mumbo jumbo. Hear hands-on, practical advice to help you improve as a marketer.

After watching, let us know if you’d like to see how Intellimize can help you convert more of your ABM accounts through your website, by clicking the Request Demo button on our site.

Video: How Drift used Intellimize to get 322% more qualified sales leads

Sara Pion shares her experience as a growth marketer at Drift, a fast-growing company that makes a chat software and conversation marketing platform used by over 150,000 companies around the world. Sara was faced with many of the same stumbling blocks that many growth marketers struggle with, including:

  • The never-ending pressure to deliver more signups on Drift’s website and more leads to a hungry sales team.
  • Sara knew she wanted to test ideas and optimize Drift’s website to cater to these needs, but was faced with continual backlogs with their design and web development teams.
  • Sara’s team didn’t have the ability to run tests on their own with their content management system.

Drift had to find a solution that allowed them to experiment with website optimization ideas quickly and easily without bogging down their internal teams.
Enter Intellimize. By using our predictive personalization platform, Sara was able to:

  • Drive more leads
  • Drive higher quality leads
  • Drive cross-channel learnings

In two quarters, Drift’s team was able to test what they called “big swings” for one of their most important pages, tried out 25,000 different variations of the page, and ended up seeing a 322% improvement. Drift was also able to drive more high-quality leads since they ran different experiences for their lead channels, and were able to set the right website optimization goals for the right people visiting their website in the moment.
To see more about Sara’s experience with using the Intellimize platform, check out the video above.
Want to see how your organization can benefit from predictive personalization? Simply click on the “Request Demo” button on our website.

Top 5 things to do when starting with website personalization

There are two marketing truths universally acknowledged:

  1. Companies are looking to get the biggest bang for their buck on their websites.
  2. Buyers are savvier. More than half of consumers and B2B buyers do research online before buying.

Marketers want to create great marketing that gets their customers to feel great by engaging with their company. That’s the key to website personalization: implementing smart adaptations that help visitors find the solution to their problems—serving both customer’s needs and the company’s bottom line.

But how do you start personalizing your website? How do you offer relevant messaging and offers at different parts in your visitor’s journey, and test which variables are the most effective at delivering your intended results?

Well, you plan for it as you begin executing.

You probably already know that website personalization is one of the most valuable trends in marketing. McKinsey analysts estimated that personalization stands to create $1.7-3 trillion in new value for companies. Creating a personalization strategy with the following elements will help you prepare for launch, so you can realize value more quickly.

 

Here are five things you need to know before you get started with website personalization:

 

1. Decide on your Key Performance Indicators (KPIs)

Before you do anything else, you have to consider what kind of results you and your executive team are looking for.

If you don’t know what you’re trying to do better, you’ll never know if you did better. So you have to set benchmarks, create the plan, test, and see if your hypotheses were correct. The whole point of personalization, apart from catering to your customers, is to improve, iterate, and learn. Working backwards from business goals ensures you’ll make your team valuable and your boss happy.

When you know better, do better, as they say.

Here are some KPIs our biggest B2B clients focus on:

  • Getting more high-quality leads
  • Moving visitors through the sales funnel
  • Increasing leads to sales
  • Generating more form fills on B2B landing pages

And here’s what ecommerce teams tend to work toward:

  • Increasing cart conversions
  • Increasing basket size
  • Reducing the time it takes to purchase
  • Reducing abandoned carts

These are just examples, however, and you should pick the right KPIs for your business.

 

2. Really get to know your customers

After you decide on your goals, you need to understand what motivates your customers the most. Learn what values resonate with them most and align best with their needs. Understand how they currently interact with your website.

To start, get access to any form of customer interaction and data in your company: these could be customer calls, emails, reviews, demographic data, website analytics, surveys, feedback loops, or interviews. These interactions and resources will help you dive into their motivations, objections, pains, and desires.

Here are some questions that could help you better understand your customers:

  • What paths do site visitors follow on your website as they move toward the actions that drive your KPIs? Which points along the path are the most common drop offs?
  • Where do they spend the most time on your site before they convert?
  • Where do they bounce from your site? Why?
  • What about the product or service experience stopped buyers who almost purchased but didn’t?
  • What do new customers love about the product or service? What keeps customers coming back?
  • What are the biggest concerns you hear in your customer care emails, calls, and support tickets?
  • What customer lifecycle stage are they in? How aware are they of your company and your product or service?
  • Where were they at the exact moment of purchase or conversion? What device were they using, which location were they in, or what day of the week was it?

These insights will help you identify opportunities for improvement, and help you focus as you start personalizing your website.

 

3. Get your team aligned

Next, you need to identify the resources available to you internally, and help them understand that personalization is an ongoing, iterative process that changes as your customers and business plans change.

All companies have different approaches to marketing, so the key stakeholders should be on board with your website personalization plan. It’s valuable to have executive alignment and support for making continuous learning a core component of marketing and growth strategy.

Once executives are on board, give some early insight to your broader marketing org, often including team members working on content, creative, and product marketing. They’re often the ones that will be developing and implementing creative ideas, so it’s important they understand your goals, processes, and the impact of your desired personalization plan results. Other teams, like sales and customer service, may also be affected by and have ideas for personalization and should be made aware of the plan and the opportunities personalization can bring to their departments.

Getting expectations aligned will make your life as a marketer a lot easier. With organizational support behind you, you have a mine of knowledge and support.

Here are the team members that may help you drive successful web personalization projects:

  • The executive: who helps the main team identify the goals, checks in on the progress, and approves the overall strategy
  • The creatives: whose copy, psychology, photography, design, or video production is crucial to the success of your variable testing
  • The product marketers or product managers: who knows all the nooks and crannies of your service or product, and the hooks, leads, and messaging for all your customers
  • The customer care and sales teams: who are intimately involved in the day-to-day lives of your customers and can offer invaluable insights for creating on-target messaging

 

4. Brainstorm some creative testing ideas

Once you have your creative and executive teams on board, it’s time to circle back to those KPIs.

Why? Because your business goals and key performance indicators should guide your entire creative approach. If you’re thinking of brainstorming clouds, “increasing quality leads” (for B2B) or “Increasing cart conversions” (for ecommerce) would be in the very center, with your team’s ideas shooting out like lightning bolts.

It’s not just about testing “headline A” versus “headline B” for no good reason: you need to do it strategically by creating a hypothesis.

Let’s use the first example above: increasing quality leads. You might believe, for example, that leads aren’t high-quality because:

  1. Your marketing is in the wrong places, and thus, reaching the wrong audiences
  2. Your messaging isn’t convincing the right people, or
  3. Your messaging is short-circuiting somewhere and not helping customers follow through

With those assumptions, you could start building out tests to confirm or refute your hypotheses by creating variations of:

  • The landing page images and copy
  • The continuity in the messaging and images from source to the landing page
  • The presence of a navigation bar
  • The cart process pages
  • Visual layouts
  • The “Thank you” page

The list goes on and on. After you’ve identified your most valuable tests tied to your KPIs, it’s time to decide how you’re going to run the actual testing.

 

5. Choose your approach

This is the biggie. You have three options for personalizing your site:

  1. Rules-based personalization, which focuses on very specific rules-based scenarios, like “if visitor X came from social media network Y, show sales page Z”. This is useful if you already know the exact parameters you’re personalizing for, but takes a lot of time to set up and manage more than just a few of these scenarios.
  2. A/B testing, which allows you to compare the performance of two competing ideas on one element of your website for all your visitors. This is useful when you want to answer a single focused question and don’t have many options to test.
  3. Predictive personalization, which uses machine learning to automatically personalize your web pages and dynamically adjust them over time. This allows the team to try far more ideas with far less effort.

Rules-based personalization and A/B testing seem simple and quick, but complexity compounds as new rules are added on top of old rules, and tests take too long to reach clear answers for each experiment.

Personalization rules are often based on:

  • Location of visitor
  • Technology used
  • What website they came from before visiting your site
  • What social network they came from before visiting your site
  • New/repeat visitor
  • Time spent on website
  • Abandoned cart

The mix and match of creating those rules, and the upkeep of those rules, usually become burdensome for the marketer, which is why we recommend predictive personalization.

With predictive personalization, you maintain creative control over copy, design elements, and video. The difference with predictive personalization? Machine learning determines the personalizations to be shown, using all of these same data types listed above and more. However, predictive personalization personalizes for each unique visitor, making it feel like you’ve automatically created a rule for each visitor. Additionally, as conditions and behaviors change, predictive personalization automatically adapts to find the personalization variations that will work best in the moment for the then-current audience. By simultaneously testing many ideas at once, predictive personalization learns at 25x the speed of traditional A/B testing. This approach manages the complexity for you, and delivers results at unparallelled speed.

Regardless of the approach you take, the most important thing to remember about personalization is that it shouldn’t be a one-and-done project, but rather a process that iterates every day and week over time. Your customers will change, your business plans will change, your industry will shift, and best practices will adapt accordingly: so should your team’s website personalization.

Video: Debunking myths about AI in marketing

AI has become a hot-button topic with digital marketers. While some people think of AI as magic, others might think of it as a menace that’s trying to take over our jobs. Others might think of the Hollywood version of AI (like The Terminator or Westworld).

Although AI does tend to activate our imaginations, a lot of stories around AI today are perpetuated by myths. The truth is, AI is operating in the background for many of your most common marketing applications already. Paid ad distribution, lead scoring, and chatbots all utilize AI in one form or another. In our personal lives, AI helps us find faster commutes through mapping apps, gives us suggestions for our next favorite TV show to watch on Netflix, and helped us organize our never-ending stream of emails more efficiently.

From advertising to lead scoring to website personalization, many subsets of digital marketing are already using AI.

To separate fact from fiction, in the video below, Intellimize CEO Guy Yalif will walk through several myths we hear about AI and personalization, including:

    • Myth #1: I can completely turn over website personalization to AI
    • Myth #2: Everyone talking AI is telling me the truth
    • Myth #3: AI is too complicated for me to use for personalization

Watch the video to learn more about AI and how it can help power website personalization efforts so that we can eliminate rote work and focus on the things that matter most to us as marketers: creative ideas, connecting with customers, and alignment with the rest of the marketing organization.

If you’d like to learn more about how you can use AI-based website personalization to drive more leads and revenue, simply click on the “Request Demo” button on our website.

Video: Accelerate B2B leads to sales with AI-based personalization

We believe that AI can empower marketers to drive more personalized experiences for website visitors. By driving connective reactions with their brands, marketers can create more opportunities for sales and revenue.

In this video, Intellimize CEO Guy Yalif will walk through several real-world examples that could help your marketing team better personalize experiences so that you can move visitors further through the funnel.

Here are a few important takeaways we cover in the video:

Stoke your visitor’s competitive juices
By showing competitor logos or case studies on your website, you can create serendipity and better convince the visitor that your product or service is catered to their business.

Optimize for downstream leads
With AI, you can create multiple weighted goals for website optimization – not just one – that correspond to how likely a visitor will become a sales-qualified lead.

Treat low-value and high-value leads differently
If you use predictive lead scoring, you can show different experiences on your website for low-value and high-value leads. For instance, you might direct low-value leads to a self-serve option or direct high-value leads directly to a conversation with your sales team.

Try a lot of lead-generating ideas at once
With AI-based personalization, you can test many website optimization ideas in parallel, see insights on hours or days rather than weeks or months, then add or remove ideas at anytime.

To find out more about how you can can use AI-based personalization on your website to drive more sales leads, simply click the “Request Demo” button on our website.

Video: Demystifying AI for Marketers: A/B Testing Summit

Video: Find out what AI really is, why it’s gaining more traction in the marketing space, and how its applications can help growth marketers deliver more value and revenue.

 

Artificial intelligence (AI) might seem a little mysterious to some marketers at first. However, there’s plenty of data showing that AI can help marketers bring real results and drive revenue for their companies.

Guy Yalif, CEO of Intellimize, recently talked about the different types of AI that matter most to growth marketers at the A/B Testing Summit. In his video session, you’ll find out: 

  • What AI is
  • What AI is good at
  • How AI impacts website personalization
  • The benefits of AI for growth marketers

Watch the video below to see how AI can help marketers accelerate their careers, deliver more for their businesses, and get a lot more done.

 

 

Webinar: Modern marketing plays for converting 100% of website visitors who should convert

Webinar: Learn how to deliver the personalized, relevant experience your website visitors crave and deserve – and gain higher quality leads as a result

 

In this webinar, Guy Yalif, Co-Founder & CEO of Intellimize, Francis Brero, Co-Founder & CRO of MadKudu, and Guillaume Cabane, Former VP Growth of Drift and Segment, teach us marketers the significance of shifting our focus away from “just getting the conversion”, and instead, to laying the groundwork for creating a fantastic user experience. It’s here where the conversion will take care of itself.

Watch now and learn:

  • 3 plays that leading SaaS companies are using to optimize their websites for lead conversion flow — and the needle-moving results they’re gaining from it
  • How to approach data collection, personalization, and lead scoring on your website
  • Ultimately, how to get 100% of the website visitors who you want to convert, to convert

 

Press: Intellimize shakes up web personalization with $8M Series A, helping businesses save 25 years of A/B testing each year

  • AI based website personalization company announces new growth stats, including 1,338% revenue growth since 2017, the appointment of a new VP of Sales, and new customers including SoFi, Looker, and Drift.
  • Releases latest customer success stats, delivering 577% more conversions at 25x the speed of traditional A/B testing.
  • Secures $8M Series A lead by Amplify Ventures and follow on participation from Seed investors Homebrew, Precursor Ventures, and more.

SAN FRANCISCO, CA, APRIL 23, 2019: Intellimize, an AI based website personalization company, has today announced a string of company updates including an $8M Series A funding round, new growth figures, and a new VP of Sales.

The company closed the Series A investment with Amplify Partners as the lead investor, following two years of impressive customer success. This round builds on a previously unannounced $2 million Seed round in 2017. Seed investors Homebrew, Precursor Ventures, and several angels reinvested in the Series A, expressing confidence in the company and its growth.

Founded by a trio of machine learning and advertising veterans from Yahoo, Twitter, and BrightRoll in a backyard shed in 2016, the startup generated its first revenue in just three months. Intellimize has grown steadily since, increasing revenue 1,338 percent in the last two years.

Intellimize, which uses machine learning to personalize mobile and desktop web experiences, helped notable companies including SoFi, Looker, Stella & Dot, Drift, Talkdesk, and Huckberry drive improvements in conversion rates and revenue.

Intellimize’s customers experienced an average of 46 percent lift in conversions in 2017 and 20181, 577 percent more than the average lift seen by traditional A/B tests2. The median lift was 15 percent. The company’s AI delivered positive results in 88 percent of campaigns, which is four times more often than the sub-20 percent of typical A/B tests3.

Intellimize co-founder and CEO Guy Yalif, said the company’s ability to drive significant financial benefits and insights for its customers had been key to it growth, and attracting the investment.

“Last year, marketers spent $100B4 in paid media to drive traffic to websites, yet 98 percent of those visitors left without becoming customers5.”

“Traditional website optimization approaches like A/B testing try to solve this problem, but treat everyone the same forever and significantly limit test speed. We addressed these frustrations and more by dynamically personalizing for each unique visitor in real time.

“In doing so, we were able to significantly accelerate our customers’ learning, helping them test 177 different ideas in 2017 and 2018 on average. These ideas would have taken more than 50 years to test using traditional A/B testing, saving them years of time. With Intellimize, these ideas combined to make 78 million possible versions of the average web page, enabling marketers to focus more time on customers and deliver better ROI,” said Yalif.

Jen Grant, CMO of Looker and an Intellimize customer commented on Intellimize’s technology saying, “Intellimize’s machine learning based optimization delivered 5x ROI by driving more prospects to our various content, demo requests, and other web forms which directly correlates to revenue for my company. In addition to this, my web optimization team estimated they had 10x more time to work on other demand generation activities. We completed years of testing in just a few quarters, and then applied those insights across our marketing channels to better engage prospects with more targeted messaging. Intellimize’s AI provided my team with leverage and a great financial return while giving my team to focus on what matters most: the customer experience.”

Intellimize will use the funding to accelerate development of its AI and expand the team across all functions. Today, the company has also announced the appointment of David Singh as Vice President of Sales. David previously led sales teams at People.ai, Lattice, Salesforce, and Demandforce. His deep experience scaling B2B SaaS teams and bringing machine learning to go-to-market functions will help accelerate Intellimize’s growth.

Mike Dauber, General Partner at Amplify Partners, who will join Intellimize’s board, said the firm invested in Intellimize because of its stellar founding team and differentiated approach to website optimization.

“The ultimate goal of most business websites is to convert visitors to customers. Intellimize’s utilization of machine learning allows marketers to create better experiences for their visitors, and ultimately drive much higher conversions in a shorter period of time. The Intellimize team are clear leaders in this domain and we are excited to partner with them.”

For more information, visit intellimize.com

 

-ENDS-

 

About Intellimize
Intellimize automatically optimizes websites to drive revenue and customer acquisition. The company’s AI dynamically personalizes mobile and desktop websites for each unique visitor in real time.

Intellimize was founded in 2016 by machine learning and advertising veterans from Yahoo, Twitter, and BrightRoll and is headquartered in San Mateo, CA. Intellimize works with successful growth teams at companies such as SoFi, Drift, and Looker. Intellimize is backed by leading early stage investors including Amplify Partners, Homebrew, and Precursor Ventures.

 

 

1 Campaigns 90%+ statistical significance and 100+ lifetime conversions were included in this analysis
2 Source for A/B testing lift averages: https://blog.analytics-toolkit.com/2018/analysis-of-115-a-b-tests-average-lift-statistical-power/
3 Source for how often A/B testing delivers an answer, positive or negative: https://www.emarketer.com/content/most-a-b-tests-don-t-produce-significant-results
4 Source for $100B https://www.reuters.com/article/us-advertising-digital/global-spending-on-digital-marketing-nears-100-billion-study-idUSKCN1M30XN
5 Source for conversion rate https://www.inc.com/reshu-rathi/5-mistakes-most-e-commerce-marketers-make-but-you-dont-have-to.html

Webinar: AI in retail: Testing & personalizing customer experiences for e-business growth

Webinar: Stella & Dot improved its website conversion rate by 52% by automatically personalizing its check-out page for each site visitor, using AI

 

AI can be a powerful tool for retailers to accelerate learning, personalize experiences, and drive incremental revenue. But tackling this tech space can be a daunting task for any retailer. Stella & Dot, the global social selling fashion and accessories brand, leverages strategic experimentation to dynamically personalize the journey for their stylists, hostesses, and shoppers on its mobile and desktop sites. With a test-and-learn philosophy, the brand has allowed analytics, increased revenue, and consumer engagement determine future strategy.

As a result, Stella & Dot has driven a 400% increase in website engagement and a 52% increase in shopping cart check-outs.

Want similar success from your website efforts? Listen in to this webinar where Meera Bhatia, COO of Stella & Dot, and Guy Yalif, CEO of Intellimize, explain how AI can revolutionize your website testing & optimization efforts, how you can skyrocket the volume of testing you’re doing—but with less time and less work, and why it’s easier than you think to get started with AI now.