Personalization
At the time this post was written there seem! to be a whole new holy grail: Account Bas! Marketing. The new big thing.
Although the concept has been around for a while, the reenergiz! focus on Account Bas! Marketing, perhaps as a result of limit! ability of traditional Inbound Marketing activities to really make a dent in marketing contribution to sales. Overall marketing contribution to sales for most companies that have execut! inbound still hovers around 25-30%, depending on the type of solution. Oracle is famous for having a marketing contribution to revenue north of 60%.
Whatever the case is, the personalization hierarchy is the stage at which you can start effectively targeting specific segments of nam! accounts, using or repurposing content and assets that have already been creat! while working on covering previous hierarchies.
The personalization hierarchy is the stage at which you can use your site to target specific segments of nam! accounts, aka Account Bas! Marketing”
So first you ne! to define a segmentation
criteria for personalization on the website.
Key Metric: The personalization hierarchy requires a compelte set of focus metrics pertaining to each one of the target segments, with a few additional:
Coverage – Total # of accounts in the target! segment.
Impressions – Total # of ad impressions from the target list
Audience – Total # of sessions (traffic) from the target list.
Conversion Rate Optimization (Awareness, uganda whatsapp number data 5 million Evaluation, Decision leads)
Customers – Total deals clos! from the target list
Indicators: In addition to the same set of indicators that were us! for each one of the key metrics above, we’ll list the following indicators to better understand our penetration into the target list.
Usabilityalue – Same as defin!
above but for the accounts in the target segment
Stickiness – A measure of whether accounts in the always display an odd number of pricing plans: target segment see the website as a resource and keep coming back.
CRO indicators – as defin! in the CRO hierarchy, but for the text services leads in the target segment.
Engagement – Number of target accounts with a conversion
Target Account Reach – Ratio of Engagement divid! by Coverage
Target Account Penetration – Number of contacts per engag! account
Contrubtion to Sales – Total revenue from the target accounts vs. total revenue.
Sales Cycle Time – Total time between first visit, and conversion to customer
SQL Throughput – # of decision stage leads per period.
