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Website and Email Personalization (Through Automation)

Recently, I had the privilege of speaking at the Salesforce World Tour. Mathew Sweezey (if you’re not following him you should be!) and I sat on stage and talked about the success Mediacurrent has had using Marketing Automation, specifically the Pardot platform.

Since implementing Pardot, excuting a buyer-specific content strategy, and creating a lead scoring/grading model, Mediacurrent has experienced:

  • 53% increase in organic searching
  • 40% increase in our regular e-mail subscribers
  • 23% increase in leads assigned to the sales team
  • 129% year-over-year growth in content conversions
  • Closing on 55% of our viable leads

You can our full Marketing Automation success story here.

Mathew and I wrapped up the session by discussing “what’s next” in Mediacurrent’s strategic marketing automation efforts. Though we're doing some if it now, one of the areas we’re going to focus more attention on is personalization — both dynamically on our website and within email. 

According to a recent study, businesses that are personalizing web experiences are seeing a 19% increase in sales!

Dynamic content is the term for aspects of a website or email that change based on a website visitor’s profile data or history of interactions with a company. It creates an experience that is tailored specifically to the user.

The key to dynamic content’s effectiveness is its relevancy. Using dynamic content should be extension of your strategy—nurturing leads with relevant calls-to-action and content as they progress through your site and marketing funnel.

The more you can create a relevant experience for website visitors that reflects their interests and past experiences on your site, the more likely they will be to click through and convert on landing pages. Dynamic content tools, like Acquia LiftSilverpop's Engage, and Pardot's dynamic content creator make this kind of automatic customization possible.

Pardot recently published a great blog on personlization through automation. The infographic they created (see below) outlines how marketing automation personalizes the sales cycle — what type of data is collected, how it’s collected, and how it can be used by marketing and sales teams alike. 

Personalization � Through Automation [INFOGRAPHIC] - An Infographic from Pardot

Embedded from Pardot

 

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