Scaling Website Personalization with Artificial Intelligence
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The document discusses scaling website personalization through artificial intelligence in the context of account-based marketing (ABM), highlighting strategies and results from Demandbase and Qubole. It outlines the challenges faced in targeting and personalizing buyer journeys and presents the implementation of an AI-driven ABM engine that enhances user engagement metrics significantly. Key results from website personalization include substantial increases in time on site, trial sign-ups, and overall conversion rates.
![© 2017 DEMANDBASE｜SLIDE 17
SALES
OPTIMIZED BUYER JOURNEY
[VP] [IT] [SHUTTERFLY] [INTERNET]
Data Centers, Big Data, Image Data, Videos, Horses](https://image.slidesharecdn.com/scalingwebsitepersonalizationpdf-170503004858/85/Scaling-Website-Personalization-with-Artificial-Intelligence-17-320.jpg)
Scaling Website Personalization with Artificial Intelligence
- 1. SCALING WEBSITE PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE Phil Hollrah VP, Product Marketing | Demandbase David Hsieh SVP, Marketing | Qubole
- 2. TODAY’S PRESENTERS DAVID HSIEH SVP, Marketing Qubole @dwhsieh PHIL HOLLRAH VP, Product Marketing Demandbase @PhilHollrah
- 3. AGENDA § Scaling Account-Based Marketing § Optimizing the Buyers’ Journey § Qubole’s Website Personalization Journey § Demandbase Results § Q&A
- 4. © 2017 DEMANDBASE｜SLIDE 4 POLL How far are you in your website personalization strategy? a) What is website personalization? b) Researching solutions c) Rolling out a strategy d) Measuring the impact of the strategy
- 6. © 2017 DEMANDBASE｜SLIDE 6 AIABM THE POWER OF ABM AND ARTIFICIAL INTELLIGENCE INTIMACY AT SCALE
- 7. © 2017 DEMANDBASE｜SLIDE 7 REGAINING INTIMACY Insights Understanding account and individual intent and behavior Action Automate actions across advertising, website and sales development Data Terabytes of first, second and third party data Form a complete picture of the account and buyers ARTIFICIAL INTELLIGENCE
- 8. © 2017 DEMANDBASE｜SLIDE 8 AI DRIVEN ACTIONS Hyper-targeted Ads by Account & Persona Website Content Personalization Buyer Journey Optimization Account Based Sales Development Account Identification Insights Action Data ARTIFICIAL INTELLIGENCE
- 9. EXAMPLE: OPTIMIZING THE BUYERS JOURNEY
- 12. © 2017 DEMANDBASE｜SLIDE 12 THE ACTUAL BUYER JOURNEY HOMEPAGE Pipeline ROI PAPER CUSTOMER LIST REDISCOVERY CASE STUDIES DEMO FORM LEADERSHIP RESEARCH READY TO BUY INDUSTRY PRODUCT A AWARENESS BLOG PRODUCT B DISCOVERY PRODUCT C PRESS LOST
- 13. © 2017 DEMANDBASE｜SLIDE 13 YOU WILL GET IT WRONG!
- 16. © 2017 DEMANDBASE｜SLIDE 16 THE ACTUAL BUYER JOURNEY HOMEPAGE Pipeline ROI PAPER CUSTOMER LIST REDISCOVERY CASE STUDIES DEMO FORM LEADERSHIP RESEARCH READY TO BUY INDUSTRY PRODUCT A AWARENESS BLOG PRODUCT B DISCOVERY PRODUCT C PRESS LOST
- 17. © 2017 DEMANDBASE｜SLIDE 17 SALES OPTIMIZED BUYER JOURNEY [VP] [IT] [SHUTTERFLY] [INTERNET] Data Centers, Big Data, Image Data, Videos, Horses
- 18. QUBOLE’S WEBSITE PERSONALIZATION JOURNEY Elemental to Big Data
- 20. Qubole Challenge • Not everyone has big data – who do we target? • Target a narrow set of personas • Complex, long buying cycles • Lots of competition / ecosystem noise • Limited budget and sales bandwidth • IT Engineers have shorten attention spans, don’t want to talk to anyone and want to get to the “meat” quickly
- 21. Our solution • Build end-to-end ABM engine • Embrace AI/Machine Learning • Pilot manually / automate for scale
- 27. Next Steps • Integrate the pieces • Learn how leverage the insights we’re collecting • Apply AI to other parts of marketing
- 29. © 2017 DEMANDBASE｜SLIDE 29 WEBSITE PERSONALIZATION FOR TARGET ACCOUNTS ABM @ SCALE – ACCOUNT LIST ABM TAM - DEMAND GENERATIONOptimization 100’s – 1000’s Demandbase approaches by account segments Customization & Optimization ABM – ACCOUNT SPECIFIC CAMPAIGNS + 10,000 0-50 Customization & Optimization
- 30. © 2017 DEMANDBASE｜SLIDE 30 IMPACT OF SITE OPTIMIZATION BOUNCE RATE PAGES / SESSION TIME ON SITE CONVERSION RATE - 43% + 82% + 128% + 114% BASELINES
- 31. Q&A
- 32. © 2017 DEMANDBASE｜SLIDE 32