580: Getting Started with Website Personalization: 3 Things You Need to Know w/ Amy Larsen

ABOUT THIS EPISODE

In this episode we talk to Amy Larsen, Director of Demand Generation at Siemens.

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 Sixtytcom, you ere listening to the Beata, begrowth, show padcast dedicated to helping be to be executive, achieveexplusive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm Janes Carburry andI'm Jonathan Green. Let's get into the show, welcome back to the beautby growth show.We are here today with Amy Larson She's, the director of demand generation atSieman's amy. How e You doing today'm doing Great James? How are you, I amwonderful, amy we're going to be talking about personalization today andreally wanting to dive in to the seamen story and your experience withpersonalization at Seamans, but before we do that, just give our listeners alittle bit of context. What are you and your team up to at Siemans? What iswhat is semans and and what are Youteam doing over there? That's a very broad question: Temans, aGerman Banke Company. We focusd primarily on the industrial market manufacturingenergy health care, that kind of spase. For us, our demand generation team. Weprovide mand generation support for all of our divisions here in the: U S BaseOkay and we are focusing on helping them to activate at scaledemangideration programs across the multitude of divisions and BusinessUnit, so a lot of internal crustomers being that broad and that baning market,Wonderful Amy. So so now our listeners ov the little bit of context whereyou're coming from. Let's start talking about an when I this idea ofpersonalization has this been something...

...you guys have been doing for severalyears now t go back to the O, the beginning of the personalizationjourney, WLL hat a start there could you walk us through and when theconversation started happening sure? So I think personal invasion came up forus around two thousand and thirteen, two thousand and fourteen we werebuilding a new team focused around man generation, which was kind of a newconcept for seaman. We had a grouping of like minded individual across all ofour organizations. Wo were working on technology. How do we move ourtechnology based forwards? Bring our businesses forward to make use of moreof the digital stace serving manufacturers. We tend to be in alagging market, so the the the new shiny object isn't always the key onhow you reach them, but n. Their Myers journey had definitely involved to bemore and more in the digital space. We have younger ingineers that are comingin that are part of the purchase decision, but the biggest thing for uswas to be able to take what Wusd, a very small group of people who aredisially focused and enable our businesses to operate at scale. So allof these divisions, we just have a handful of people. How do we make it sothat we can lack these types of program without having large departments ofpeople o, and so the idea came in from one of our team members to startlooking at using personalization as a way to not have to build large, complexprogram, the tape programs that were existing and make them morepersonalized and Ho certainly heard all the STAF atbot conversion raghts thanwe were trying to drive those up. So that was how we started in that pathand then so someone brings up the idea hey. We should start looking into this.What were some of the solutions? You guys looked at what were some of thethings that stood out that ultimately made you guys end up. You know decidingto go with the vendor that you chose a tat, a really good question. Oyou knowfor us. It was twofold one you know being able to look for technologypartner if who could operate within the...

Seno space, which is been always sy too,having some younger team members where we wanted to excite them with somethingthat was new technology based. We've been customers of serious etitens for awhile, so weturn to them. For some help to evaluate a couple of vendors, wewent through several scenarios. The biggest thing for us was something thatcould implement with teur current analytic Web analez program or currentmarketing automation system, and that would allow us to integrate without anyit involvement going through it with Askin can be challenging at time, andso we had a couple of interviews and we landed on working with bound wasgetnmart content at the time they had the capabilities of being able to dothat, but the other area that was very helpful for us being a small team. Wedidn't really have execution resources in house. We weren't going to have alot of people that we could devote to it, and so our concern was we're goingto get this new tool and we won't have the resources to be able to implementit, and so they offered a consulting package where they helped us withactually executing the program. So the one thing we told them, we decided togo on board with. We really need a partner somebody who can help make surethat these things get done 'cause. It may not happen if it's relying on ourown internal resources and work clothes, and so I I would imagine there wasthere was probably a lot of collaboration as far as developing thethe over arching strategy. What you guys, what results you guys wanted todrive with it and then bound came along and and really helped. You guys executeon the strategy that you guys collaboraavely came up with togethersour work. It did. We learned a lot about ourselve going through thisjourney. I I think every marketer Experienc that when you get a new tooland then you start trying to execute it, you start to identify. You thought youhad a workflow or a process or a...

...resource allocated to do that, but theyhave another job. Job Bus allocated elsewhere, andso kind of going forwardwith that, but they helped us with building that resource peace. And thenwe had to kind of look at our work: Clothes Internally, which there was alittle bit of Someong LUTC on R and getting used to that and what boundedwas? They really helped us to analyze some of the gaps we might have had inour strategy, and by that I mean looking at. How are we defining ouraudience and how are we defining our targeting? How are we defining our goto market strategy? The one thing that that came out of that was becoming veryclear on what we defined as an audience and how were we going to internallytarget that audience and then personalization is something that helpsyou to activate that, along with everything else, is in your plan. So itmade it kind of a funnel to push everything through, and that was a biglearning to step for us and that that's been extremely valuable. So Sare youare you able to share amy how you guys thought about your audience before andthen D, what that ended up shifting into as you guy started, working withbound yeah absoluy, the biggest thing for us was, you know we would talkabout our audienceof being c Fos Engineers, marketing the manufacturingoperation, plant managers, things like that. What we learned was that that'stoo broad to create personalization, that's effective and that actuallyhighlighted it Causedi issues in other areas, not just in our targeting on ourwebsite, but when we're writing content specifically, so we started to learn tolook at what is the go to market strategy? That' common? You know withinSemans for US industry, so you're talking to somebody. That's anautomotive! Well, a foedom beverage in engineer it can have different needsand painpoints than an automotive engineer, so they may be looking atsimilar solutions but they're solving different problems, and so it allowedus to look at making our audiences and segmenting it by the market that theywere in the industry that they were in...

...and then that's how we started tobucket our vercialization bleaving. It simple was very helpful, not going youknow much beyond the industry, because it allows you to make sure you'reproducing and getting something out the door versus if you're, really goinginto finite persom issegment and getting into something more complicatedto are other big learning with Peter Pental and amy so bound came alongsideyou guys they they helped an expose. Some some arts of your process thatthat needed to be worked on, gave you this new mindset around the importance of sugmitting. Youraudience is probably a little bit more grannularly than you were doing itbefore I'd love to talk about some of the results that that you guys haveseen you know since then, since Tyey Oboun Cam alongside they help youimplement it, what has been the story since then sure absolutely te? The onething that came out of working with bound and personalization was the ideaof creating a goal. When we first started working with us, they would askyou know what what's the goal of what you'd want this person to achieve onthe website. We realized, we didn't, have a really good answer for that. Moeabout a very large website and a lot of businesses, so we started to look at Masure we were clearly defining the goal so when we have any type of event or initiative orcampaign, what is it that we're looking for them to achieve? And we start offwith that question now, so we start looking at that definition, the more wehave clearly tefine the goal of what we want them to achieve, the more we'reSeeng that the results are driving up over us. We had a big automotive event,so we clearly defined a goal that registration was what we needed toaccomplish, and so we set personalization to the task to help usdo that. We were targeting specific companies that we wanted to be at theevent H in overall, the industry making sure that they were showing up and wetaw a tremendous lift in in results from that one from the previous year.Seventy five percent of the...

...registration came from the website fromviewing personalization we thout more than a fifty percent lift for thecompany that we were targeting to get to that event, and it was somethingthat was so simple and easy to execute. cleerly defining w want an event. We dwant them to register with that, but just having that in mind and havingbound help us to put that package together and get it executed across allof our website. Getting that lift that came in. I was tremendous. The otherthing it helped us to do to understand when we do have an industry and a goalin mind, what's really working with each of those, so, for example, of youknow, aerasbace and automotive, they they tend to go to a certain section ofour site, which is more the General Area N, not the industry, specific arso.Now we're able to target them to areas that we design specifically for them, whereas you know manufacturid prospects,I tend to go straight into the industry fight, so now we can look at makingsure we're getting them to the manufacturing solution, so ther, notype of analytic and the inside they've, given us over our existing websitevisitors that give is the low hanging fruit of what Gull, to define Anen, tohelp us to execute those and they're not overwhelming, which is the hardpart in our area. Things can feel so daunting, but these are pretty simplethings to put in play. You already mentioned it. You said it was arelatively simple question to ask, but I I totally ag I mean they just can beso powerful wou just ask: What do we want the person visiting this site toachieve and by asking this question it allows you to then reverse engineerthat result. Do you feel like by asking that question first? Is it shaping I? Iguess all elements of of what you know is: Is it where you guys are puttingthe registration buttons? What the copy looks like for you know for eachdifferent audience. What were some of the questions that you guys startedasking yourself when you started asking that first question of you know: Whatdo we want the user on this page to...

...achieve yeah? Absolutely I mean it's almostembarrassing to think about now. When we look at you know our profess and andwhat we wuld go through for designing it's a pretty simple qestion. What doyou want this person to do, but it wasn't where we started when we weredoing our design process, but the more that we've acked ourselves thatquestion the more it had lent itself into becoming more customer centricdesigning the experience from the perspective of the user rather thanfrom the perspective of the business, and that gets us to think about it invery simple term. What is this person going to see? What do we want them todo, and how do we want it to feel for them when they do that? No our messagesbecome customer centric. What is their question they're, paying point ofproblem they're, trying to solve how D we get them to that information quicklyand efficiently? And how do we allow them to then self serve getting thatinformation? And so we we have started to design all the elements that way,including where does the button go on and email that we send where his werdos the button go on the website that we send them to, and the other thingthat's great, is that it allows ut to kind of commensate for what can be a anoverwhelming navigation system, a company like Samens in an enterpriseenvironment, you're talking about und thousands of products that they mightbe going through. This allowed that, for whatever location they get intotoday, hey we fee that you're in food and beverage. You might be interestedin seeing this or you might be interested in this content and gettingthem straight there, rather than hoping that they find it. NWHAT is the mass ofa Senis website. The other thing that you mentiond amy, that I that I want togo back to is you said that there was a particular segment of your audiencethat in one one segment went directly to the the part of the website that wasspecifically for them, but another segment of your audience was going tothe more general laming pages that weren't necessarily specific for them.So if I'm understanding this right, you...

...were able to w. was that something youdidn't know before? But after you gu started using bound, you started to beable to tell people are coming to us from these companies and theyarelanding on these. You know more generic landing pages, and with that data thatyou were then able to say, okay, so we're going to start putting calls toaction if, if they come from a particular p address to point them toresources that we know are relevant to them, yeah. Absolutely! It's that lowhanging fruit aspect data can be overwhelming. The mass amounts is there,so if you're trying to to make sense of what is all this information in datathat I'm seeing you there're, sometimes so many numbers you don't know whichone to look at this allows us to create ame focus in the data. So we know thereour key markets where we're trying to make gross. So we focused on the datawe're seeing within that market, and the great thing about bound is thatthey've actually come to me proactively to say: here's what we're seeing withthose markets that you're saying t kee initiative for you and then providingtsome insight to say this is the the content tay're already consuming. So wecan ask ourselves: is that what we want them to do and t way that we can then change thatexperience that that's not what we what we were looking for them to accomplish,to get them to the area? That is the goal, so I'm not having to solve allthe world's problems you know across all of our datasits or website. I canstart to look at it's this audience that I need to focus on right now. Here's what we're already seeing thatthey're going after and in creating a specific goal and changing what theymight have been experiencing, and we didn't know that before I mean we knewwhat companies were coming, we have it targeting, but knowing where thosecompanies are going from there I mean there's click streme analysis, and itjust makes my head hurt. So it makes a better story for me to be able torationalize it intournalize, just by looking at it quickly and by havingthem give that data. You know quickly, rather than helping that I find that inall of the humbers that I haven't red...

...of me, that makes perfect sense Ay. If,if there's somebody there's somebody listening to this and maybe they're thevery beginning of kind of their personalization journey, they'rethey're starting to look to bring it into theirorganization, is there any advice you would give to that person who's on thefront end of the journey with you having having been on yours for thelast few years now wh? What is that advice that you would give to thatperson? El? That's a good question. Soi Guess it would be too bold. The first Ito you know, don't underestimate asking yourself what resources do youhave that will be allocated towards this 'cause? Remember everybody alreadyhad a full time job you're going to bring a tool in you need to be preparedfor someone to take up to work. That's going to go along with that. It's not alot, but the the workflow question still has to be answered to make surethere's a process in place that can utilize the tool. I think we wereprobably slowgoing at adopting personalization. For that reason havingto work out our internal effort bound helped us to answer that question. IsWe worked with them to to get us on board and moving those through, but younow think about that internally to have that n place and then the second thingwould be- I I guess it's threefuld. The second thing would be start askingyourself what audience Wat Goa get used to that very simple question. What golddo I want them to Chete when, when its go, oriented you'll have betterusecases upfront? You can hit the ground running with some test variablesor pilot that you can implement in short terms, so that you can start tosee result and then you can pit it once you get the resultin place and thatlives Usto the third to keepit, simple, that idea of what goal and have it bean audience, an a thing and moving towards that gull so thatyou can see quick iterations because it it helps for adoption when people seeSI quick winds. So the more you can simplify that statement. Focus on thatpieace, the more you'll be able to create a bit more groundsell internallyand people start to jump on and want to use it and that's kind of what we'resaying now is everybody's clamboring. I...

...want to use versonalization now thatthey've seen the results that gains that adoption o think about internalwork process, think about Thi, simple who and what gall and then third keepit simple amy. This has been incredibly helpful. If there's somebody listeningto this, they wanta they want to stay connected with you. They Wan t learnmore about seamans. What's the best way for them to go abyu doing both of thosethings I absolutlywouldlove to be able to keep in touch. The best way to reachme is going to be either on Linton, I'm under Agi, Lark and working for seemenyou'll, see me there orve a email, Andy Dotlarkan. It seem as com and Hasi toanswer any questions. AMMY. Thank you so much for your time. Today again,this has been incredibly helpful. So I really appreciate you chotting with metode a great chatting with you and bet elect anybody out there whos going downthat Perkoan they can pass ifyoure be to be marketer. We want tofeature you on sights: FOM, COFFINGTON, post social media, Exama and chiefmarket. Every week we send down a question related to be to be marking.We use the responses to those questions to duel the content. We write forreally popular websites, ten over Tho, sweetfish, Metia, tcom, backlastquestions and sign up today. Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1609)