567: How Hewlett Packard Enterprise Personalizes Their Website Experience w/ Bill Mitchell

ABOUT THIS EPISODE

In this episode we talk to Bill Mitchell, Manager of Digital Demand Generation at Hewlett Packard Enterprise.

This episode has brought you by boundwhat, if your website responded to your audience better than your best salesrap bound helps. Marketers engage a scale, learn more at bound three. Sixtydotcom, you're listening to the Beta B growthshow a podcast dedicated to help him be to be executive, Achiev, explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show Blah Blah Blah bawelcome back to thebeautby growth show. We are here today with Bill Mitchell. He is the managerof digital demand generation at Hewlett, Packard Enterprise Bill Howre, youdoing today, fo great jens, Ti ate me. I am really excited to chat with youtoday bill we're going to be talking about a really I mean personalizationand Hewlett packards journey that you guys have been on, for. I think yousaid the last last three years is when you guys really started focusing in onpersonalization. That's right, yeah. It might even go back t other than that,but we really started to make our O r our in roads about three years ago. Ilove it, and so before we get into sharing this journey and and what youguys have learned along the way, I'd love for you to just give a little bitmore context as to you know. For, for you know, I I think everyone listeningto this is familiar with Hewlett Packard, but talk to us a little bitmore about your role at the company and and and what the company is is tryingto accomplish yeah, so helepectd enterprises the result of the spen offfrom HP a couple of years. Back now so Um. You know two year old company insome sense, but we also have nearly eight years of history heritage to leanon he m. The split was something that the company went through, but also froma digital marking perspective provided the Hbe side of the house, anopportunity to do lot of things differently. We we've made a lot ofenhancements to U Gon digital practice. We had to reset our foundation in termsof the tools we used. We also had to, I guess, put forth a little more focus onhow we wanted to digitally execute. So it's been an exciting time. These lasttwo years, as the company has you know, started to find is groove as we movedinto more digital centric marketing play Al Soorts of program,percilization being a big one of those and then some of the capabilities ofactually driving those programs. So I I lead two groups that are buildingthanks to support the site and also driving some of the programs that areAr dadolting. The contenn execution on the site got a lot ISO, so bill talk tous about when you guys first started looking at personalization c before youknow, starting to work with bound. What were the things that that have led youto to making that decision that hey we, we need to start getting more proactivein the way that we personalize the site yeah. So th me N, that's the theultimale question is: How does that journey get started and it Um Youregoing back three years ago we were, it was still o very complex company andit's it's very hard, for you know someone our size with lots of products,lots of different visitors, lots of different Um needs for making away toour sight. What are we trying to share with somebody and when you do that indefalt manner, it's very hard to ever be right with the guesses you're makingwith the content that you're handgurating to to make available, sothe anurs o around this was how do we put forth a they started with a homepage m? Much like probably everybody else, I Dong persulsations, how do weleast Sart to till our home page to cater to folks that we can recognize ineither lik a product recommendation or or guide them towards support or orthings that would be more appropriate for them, rather than just t a defaltexperience which hits the mark? U Kn, probably almost never! Okay, so youmake this decision that you can't keep depending on just the the guesses thatyou guys were making and so talk to us...

...about of the the decision process ndand how you landed on, choosing bound to be to be the partner and then andthen from there. I want to get into kind of the nitygrety of the story ofwhat you started to personalize and the results that you started to see, but asfar as kind of choosing choosing a vendor and choosing someone that youknew you wanted a partner with on this initiative, walk us through what thatlooked like for you. Yes, we were at the time I was in our software businessunit, which Um you Kno Anin of it Elf was a prettylarge job, Sosangel quikprint, but what we wanted to do as find some tools thatwould allow us to manage that program. Right, fro our business unit, O. Wewere attached to a corporate entity of the time that had its own tool set orhow they delivered different capabilities, but they weren't veryconducive for us to start muicating. You Know Agile, smart decisions thatwere tailored to what we needed to accomplish. So when we were looking fora tool, we needd something that was easy to get Ouf the ground. You know insort of Pixel and an off your running type of capability, something that waseasy to maintain with very little handholding. We didn't have an IT groupthat would support setting up tests or or configuring things on our behalf. Sowe were looking for something that was easy to employ easy to use, and youknow would allow us to get a pretty quick return on our investment as we'reable to standup a simple model and see how it was returning value to Wus okay,so she guys ultimately decided decided to use bound and N in in doing so. Aswe were talking offline, you mentioned that the first type of personalizationthat you started to focus on was on your home page talk to us a littleabout what you guys were personalizing there and what the results were fromthat from that personalization. Of course, O yeah. I can't imagine wh rewe're that much different than anyone else like I said, hat's been on thisjourney, but we picked a you know, premier spot in her home page, and whatwe tempted to do at the time was to inject replacement content based onsome simple rules that we had set up around different h industries and, ifwe'd seen returne visitors. Obviously we could then tailer it a little betterpay done what they had done in a prior visit. So we carked out that realestate on the page we built out some some different content options thatwould be replaced based on whether or not someone triggered those thosedifferent rules. So the returnd visitor or someone that came in from particularindustry would see now something different. So we were starting totailor the page. You know O minor part of the page visible but minor in thesense that there's maybe a hundred things to click on a page, and we weretailoring one of them to those individuals that were were visiting oursight that we could drop into a segment and at the dime that was extremely beneficial. I mean theresults were seeing there were were triple digits and on people clicking ondefalt content versus the personalized content was well over a hundred percent.I mean, depending on what secment and what piece of content we were seeing,sometimes near two hundred percent. The early fightings were were very helpfulto help us keep that program Um moving along and you so you mentione thisearlier belt. You said that the criteria for kind of what triggered thepersonalization was, you know one of them was had they visited the sitebefore what were some of the other criteria that were triggering th thetypes of content that they would see. Yeah I mean beyond that. Initially wewere looking ATS Briga visit and Industry and industry's based on the IPof the visitor to the page. So if we could detect the IK and use that Umthat insight to to drive a company or an industry whe're using those to helpus treate those segments that our content would be married up againstGoti, okay, and so you, you obviously saw significant results there, but butthat's not usat the end of the journey. You guys saw results there and then andthen you wanted to take it once y. u another step further talk to us aboutkind of the next evolution in the...

...journey. Beyond the results you sawfrom the home page yeah, so the whole Dae. Like I said we were seeing greatresults. They were just they're, theyre, limited 'cause, there's lots of thingsto do on home page and even though that particular content eleit was wasfrigting. You know we either need to go down the past wher. We were updatingdozens of contint elements on our own page. An and trying to Ou know increasethe impressions in the Focran of our personalize of proece. Owhat we decidedto do is: Let's go into one of HEUR, most popular product pages on the site,an area where we already know what people are interested in they'vealready predetermined, that based on their their showing up on hatparticular page. But how can we make the continent hat page, moreappropriate for them? And this was a pretty cool um at the time anyway,concept, where, if it was a new person or someone that had not done anythingto show engagement, yet we icolated early stage content for them. We kindof napped our content on the buyers journey and what we attempted to do was to isolatethe visirs of the site into three buckets. You know early stage awareness,browsing type of individual someone that saw returning to the page or inthat visit is showing active, an engagement by clicking on variousthings or the the later stage folk days have clicked on, and even maybeconverted so that that stage, those types of individuals were looking to Um,pull them closer to sales and showing different types of content to gev themto reveal themselves or to raise a hand and show that they have they don'tsails. INTENS is in their particular visit, so those tree categories is whatwe broke. Our content around took that one page and were MR drasticallychanging it: to provide those types of content options for folks based onthose those peech German segments at okay and so talk to us about theresults that you saw from from that next evolution of of personalizationthat's another. So now we're personalizing multiple spots on thepage and it started to get- and this is probably couple you know- maybe sixmonths, Indo our our efforts and bound and released a new capability. Let usFlyde Continento th page, which was a really attractive way for us to startto present content that didn't have to be injected in the page. Now thatyou're dealing with flicker and and you have to have a massive backlog ofcontent that would a support such a a type of path. Hat with this newcapability th its not new anymore, but at the time Thi ecapability would letus create a you know, a series of phromos. If you well almost m bannersthat were literally floating into the page and bese types of continentalesswe're getting on this particular page, some of themare getting to to four percent cliques. U Some of them! Atias m! You know smalldouble digits. You know gumulably. Now I've gotcontent flying into the page with you know those different segments and we'restarting to you know gather cliqus both on that page and we're also able totake those same fly in offers and present them on any page in her sight.So when I knew someone had interest in that project and that that visit or areturning visit, if theyere say on our home page, I could fly in an offer backto that particularpiece of contents. Allow US extend the footprint of thatpage across our entire sight. whene someone had stepped into one of thosesegments, and you know those those two o four percent- or you know, eighth offourteen percent types of clicks, we're getting we're occurring on their ownpage, but Y, basically crediting a a click back to that particular productwhich Um now not regetting to a scale model which was really encouraging, andit. Let us to M, really appreciate how well chat was doing for us and O r chatwas something that we made available but had included now as one of thosecontent elements and we're seeing outstanding results for it, which Umkind of triggered. You know the next generation of our approachis, where wewe took chat and started to run with it...

...so so just to to camp out here 'cause.I want to make sure I'm understanding that SA in or in our listeners areunderstanding it, so the the flying functionality that bound releasedwhenever a user would come to your site. They would, they would click through toone of the product pages and then maybe they they would leave when they comeback bound, essentially allowed you guys to bring a piece of content to thehome page of that next visit. That would essentially draw them back to adeeper element of the product that they had looked at before, and am Iunderstanding that right, absolutely yep, that's exactly the model, so whatwe're doing is trying to lead people through the buyers journey, then wecould have continued to do that on that particular page, but we did quitefrankly, but it also now this flying approach. I didn't have to manipulatecontent on each andevery page I could fly in over the page and that that gaveus a lot bhetter opportunity to get some scale, because now any page in oursite, where we recognize those bisiners, was an opportunity to extend content tothem and again they they've shown interest in that particular prother.They identified themselves in the mall we set up where they sit in thatjourney, so we were able to go into that blucket of content and make anoffer to them to try to pull them back to that initial BOTOC, where they jonedthat early interest and so each each time that they come back to the site.It puts another piece of content in front of them that pushes them a littlebit further down that journey. Yes, Ye! That's the approach and UM h t that nowwere we're starting to see great results from is I'm already takingsomeone that joint interest in that product? I'm now breaking my contentinto these three buckets where I'm either I'm with you. If you're stillanawareness I'm going to present content to you, that's 'm, hoping youget more aware about what that boduck has to offer. I mean they're trying toget you to engage now and move you further into the buyers journey or I'mtrying to get IUO sales motion as you've shown, you know further interestand we start to extend different offers that are trying to pull you from leftor right. If you will I, if you're looking at et wel en your journey bout,it okay, so so that that's that's super interesting to me, but now I wanna AAs.We in the interview today, I wanna talk about this th. The way that you guyshave been able to personalize the invitation to get users on your site toengage with a chat tool on your site. Talk to us about that. You alluded toit before, but I really want to go deep here, ecause. I think this can bereally powerful yeah so that that's one of the finings we we saw that Umchronic page approaches the offers we made. One of them was CET and it was by far surpassing what we were gettingfrom chat out of the box with the tools we were using at the time. U Doubletriple the amount of clicks we were seeing, which quictly led us to say. Well, why aren'twe doing this did more places in how do we capitalize on this more effectively?So we quickly Gind O put together a program around how o week then chatessentially turned off the capability in the default tool. That was extendingthe operas and we we moved a bound to deliver that capability and it blew thedoors off what we were setting in the past. We were seeing two to threehundred percent, more chats based on the the imitations wereing oeere, stillusing that flyin approach, no different than the defalt tool, but now withtheir abilities to extend the reach cross, the wholesite, as well aspersonalize it based on Ayou, know variosimple factors. You know we have eagent. I cand speak to you about this industry welkime back to the site.Would you like to chat with us again you all these kypes of things that werecommunicating in a much more specific way? We were, like, I said, seen two orthree on dcent more cliqus and we doubled the number of chats thatactually ended up, as leads with our presel seets. So that's the moment forus where percialization was no longer, you know nice to have or a cute sideprojuct project. It was now leading to direct revenue that I that couletribute back to our abilities to...

...personalize in to Um. You know run thatprogram that scale it's incredible. So so you were. You were personalizingthat invitation to chat in similar ways that you are doing with the home pageyou're you're doing it by industry or you know, buy. You know a somethingthat says like welcome back indicating that hey you know. We know this isisn't the first time you've been here. Were there any other ways that you ereable to personalize that Chapbox, that you saw significant uptickin or werethose the two primary ones? Two there's a third one. We had now that Um andwere probably eighty months ago, where bound had built a relationship withLinden which led us. Let us appreciate, where bisinerds or site, that hadelinked in accounts that we could trace back to their roles, which now nowwe've woken up to the door to someone's function at work. You know what kind ofrole they have is not titles or anything PII oriented per se, but heygave us ome insight into what area of the company that personworked in. So then we looked at Ote of the the biggest wootprint of people onour site from you know those leagein profiles and what types of job roles tohave. So we even built out chat imitations that WOICD beak to you as a someone in the chued department orsomeone that Um you know, has been worked in themarketing function or something like that. But message is again that we'retrying to tail her in this case still chat, but you know using it as a rusing the messaging in a much more onder one manner, but this has got mymy brain racing bill on on. Just different ways that you can capitalizeon personalization. I love this last piece of the tangible results that youguys have seen as a result of customizing each kind of chat window.So, if I'm, if I'm picturing this right, so it it kind of POPs up in the bottomright corner or whatever it would be- and I is it is it like the ones thatI've seen it's almost like an agent is starting the conversation with you, andso it's just that kind of first message that the person on the other end of thechop box is is sending and you guys played with. I don't know, probablywhat fifteen to twenty different different messages that popped up inthat initial message. That was actually thanksremindd me so th, that's anotherthing that bound allows us to do is because now we're using a not ju apersolation tool, but it has texan capabilities as well. So we weren'tjust you, know, sending out one message per segment and you know resting on alaurels: We're actually able to test different messages, different copy,different creatove. You know we had different should a we use our companylogo or a picture of an agent, or you know some other type of Trato toactually help these invitation stand above the Foll, so yeah you're right.It was just a simple. You know: Fallinin t a page, I think, on the onthe lower leftor. What have you but met? You know, manipulating Tocreative, Nand multiple different M geterations gave us even more learnings and up isoptimize the program so for a particular segment. We have probablytwo recipes running at any point time and as we saw which one was was drawingbetter results. We were able to slidify around that, or even in manypaces roll that particular winter into a new test where we we try to extendeven further to see again how far we push what what is the natural number ofchats we con get from these given audiences, when we have the the righttiming, the right, creative, the right messages, all those things working inharmony. What what did you guys find bill? Just curious from a creativestandpoint? Did you find that that agent's face worked better? was there aparticular message that ended up working better for you that that you'dbe able to share yeah? You mentioned that so the three things tat we werereally railing around was a pichere of...

...an agent which looked like a a pitch ofa person, a picture of an agent which looked more like an illustration,though, a person budges an outline you know drawing if you will and ourcompany Lego and our initial bats were the the picture of the human would drawbetter. The faces tend to draw better in terms of clicks turn out. Ormogowork better than really whoei based UN perspectives. No, obviously we work a apretty powerful brand, so you know t there's something about that thatprobably scee things, but it was. It was very interesting because ourinitial impressions, an what we thought would be most successful, turn on notto be interesting, and the other thing that you mentioned that I that I lovethat you'd talked about is y, didn't just land on a winter and camp outthere you guys are, are continuing to Ab tests. Taking those winners rollingthose winters into new tests. Is that something you guys are doing on aweekly basis? Are you running these different AB tests quarterly? What'swhat's that look like as far as the cadence of how often you guys aretesting yeah? Our program is very, very intertimed with testing it has beenosince the beginning, but pretty early on, we do testing an isolation ofpercolization but you're you're, typically using the same tool. So it'sa smart place do not just personalize the page, but you don't test whatyou're personalizing an and vice versa. Yo. You can use percilization to managesome of the testing. We run them. We Cot always on and the the Inter, thetiming will differ depending on ow quickly. You can get to sagisticalsignificance, so you know things like chat where it's hitting virtually everyvisiter to the site. We have pretty quick, learnings you'll know in days toa weekwhere where your winners are, but again, depending on how many Secnmonsyou have and how many people you know show up in those various segments we wemay have a devalt segment where you learnd in two days, you may have amicrosegment around a particular industry tied to return visitor whereit cud take you two months to learn. What's the win recipe just based onvolumes, but it's ongoing we're constantly, adding and removing things.As we see winters appear and as we have new ideas, the test, the thecreative you know constantly challenging that Um. We can't assume we know as best W weave to keep us in to provees. I I love. I love that mindset of continuallytesting and is it something that you've you'veempowered your entire team bill to to say, hey always be thinking aboutdifferent, different ways that we can test and and iterate and move. Or doyou guys have like a of a weekly standup or where do you see a lot ofthose ideas for for different types of creative, topping up that both wedefinitely have a weekly or you know, Bibe the cadence, where our teams willget together to look at results and to explore Ito opportunities, but it'salso stathack as well. Literally today I have conversation to thre email witha few folks around a different idea. Han happened to be with with chatactually and I floted the idea by or or chat ad man who's leading apersonalization around that program he today was won, was kind of funny in thetimin her, but he was working up a couple of examples that would allow usto explore that different idea. So you know we definitely have the you knowthe methodical cavens o of how we manage the program and look at tessingupporduities. But you know you never know where who ideals Ave comie fromand we're always looking to jump on those and take advantage of now thelearning I want my team to always be looking at ways to improve our our ourperformance and were pretty pretty data driv around here, so that I thinkapproach leaves the people looking for ideas, looking for new opportunitiesand always and always driving. For you know the next best recipe, that's goingto push us further towards our hols love it bill. This has been fantastic.I've learned, TA ton. I know hour. Listeners are going to get a ton out ofthis interview as well. If there's somebody out there listening tthey wantto stay connected with you, they want...

...to learn more about hp e. what's what'sthe best way for them to go about doing both those things? Oleb Company,definitely CHECKUS OUT HB otcom, I carge you to check us out from likemobl device and maybe on your work, computer, a and and see if you canappreciate some of the differences that are occurring and depending on industry.invarious things wouldn't be surprised. If you noticed you K W looking at hersiting desk tof and your phone, you you'll most likely see some differences,an o col to Merci, to reach out to me. I can be found on lengt, then I wlink,the name is GW Mitchell. There's lots of Bill Mitchels, but I think I'm theonly GW Mitchel, so rg milliums are where you can buy me there, wonderfuland and if you're interested in bound and all you can go to bound three sixtydotcom and check out all the solutions that we that we've been toing a lot ofwhat we've been talking about today with bill they e they have been using.I bound for the last three years to what seems like really great success,so go to bound pre, sixty dotcom to check that out bitll. Thank you so muchFyour time today. This has been fantastic. I really appreciate it. Takyou that can never hapen. If you're a be to be marketer. We wantto feature you on sites like Poffington, post, social media, Examir and chiefmarketer. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites, tohed over Tho, sweetfish, media, tcom, Baklashquestions and sign up today. Thank you so much for listening until next time, bb.

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