Ep. 39 | Putting the Person in Personalization
In this episode of the Rethink Podcast, Act-On CMO Michelle Huff interviews Andy Zimmerman, CMO of Evergage. They talk about putting the person in personalization on company websites and web applications.
In their conversation, Michelle and Andy talk about how B2B companies are implementing personalization. Andy also shares some examples of where B2B companies are personalizing throughout their websites and web applications. Andy also shares some advice on how companies can get started on personalization today.
“We often talk about nurturing an email. But there’s also this concept of nurturing people while they’re on the site, giving them relevant pieces of information, and as they consume it, advancing them to the next most logical thing in a journey,” said Zimmerman.
Evergage releases an an annual study about personalization with Researchscape International. In this year’s report, they found that 96 percent of marketers surveyed said that they believe personalization helps advance customer relationships.
“So a vast, vast majority are saying it’s valuable, it works,” Zimmerman said. “And interestingly they also said that their customers now actually expect it. So about 88 percent believe their customers expect personalized experiences.
Enjoy the conversation, and we hope you can get one or two takeaways that you can bring to your business.
- What is the state of personalization today and where do you see it going in the next 5 years?
- Website personalization has been primarily done by B2C brands – how are you seeing B2B brands implement this and what results are they getting?
- What industries do you primarily work with, and what industries do you see as being the next big wave for adopting a personalization platform?
- Where are the places (website, email, etc.) a company can adding personalization?
- Doing personalization seems like it takes some time and effort to get it right. What should companies be thinking about and implementing now, in order to prepare for a personalization platform perhaps in their 2018 marketing budget?
- How do we learn more about Evergage?