Speaker 0: Alright. I think we are live, so I’ll go ahead and, uh, kick things off. Uh, welcome, everyone. Super excited for, uh, everyone to join us today. My name is Kayla from Sercante, and I’ll be moderating today’s session. Um, I did drop a few notes into the chat. So, yes, this session will be recorded and available on demand after the event. Um, if you do have a question, be sure to drop it into either the chat or the q and a box. Um, if we have time at the end of this, we will, uh, do a live q and a. Um, now without further ado, I’d like to introduce uh, our speaker for today’s session, Cara Weese, who has an awesome, uh, topic ready for us on the power of targeted, uh, messaging.

Speaker 1: Thank you, Kayla. Hi, everybody. I hope everyone can hear me okay. We are gonna be talking about power of messaging, um, especially as it relates to motor vehicles. Um, we might all be familiar. Uh, we would not be here today without our incredible sponsors, so please stop by their virtual booth, say hi, and give them a whirl. Today, we’re gonna be talking about personalization, targeted marketing dynamic content, the role of personalization, and actually seeing what we built for this client. I want you to walk away with how important personalization is in today’s marketing world, how to leverage data for targeting marketing, recognizing the ROI of personalization, and real time engagement with dynamic content.

Personalized marketing is the tailored approach that you make to your individual customers. This is often based off unique data preferences and behaviors and ensures their interaction is relevant, meaningful, and engaging. Increasing customer expectations. 71% of customers expect personalized interactions in today’s marketing world. It is customary now. We need to live up and meet their needs. Leverage data on customer preferences, behaviors, and purchases. I know I’ve heard a lot about AI and data cloud, and you’re gonna hear a lot about that today in my session too. Um, but using these new daily driven insights will create that personalized experience customers are coming to expect. Brand loyalty. Personalized experience lead to customer retention and loyalty tenfold. This is proven time and time again. Only 72% of consumers engage with personalized marketing messages. This means if it is not personalized, it doesn’t mean anything to them. They are moving on, and they’re moving on quickly. 56% of car buyers prefer a personalized buying experience. Deloitte shared this through a study they did where they showed that car buyers are working online fruitlessly, talking to colleagues, talking to friends. They’re getting their opinion made long before they even hit a lot, let alone look at a car online. 35% of automotive sales are driven by personalized product recommendations. When we saw this metric come in through Mackenzie, my client and I sat down and said, we gotta act on this. Automotive companies utilizing personalized experience, see an ROI improvement of up to 20%. This is absolutely a crazy number to see that 20% utilize personalized experience.

When we’re talking about targeted marketing, we’re taking that personalized message and target it to the right audience at the right time. Again, we’re using demographics and behaviors, preferences, but our drive here is to drive higher engagement and conversions by making the marketing message unique and stageless. Impact of targeted marketing, we have improved customer engagement, segment audiences to engage each customer. Very, very important. The smaller the segmentation, the better targeting you can do. Higher conversion rates, you’re seeing this lead to higher click through rates when you’re doing targeted ads as they resonate more with your customer. It’s also much more cost effective. You’re not gonna have as much wasted spend trying to get to relevant buyers.

Alright. So there’s a few ways that we can segment the audience. Um, first off, demographics, um, geographics, and then behavior. When we’re talking about behavior, I want you to think data cloud. Everything that they can pull into data cloud now, their purchase history, their search behavior, their CRM data points, everything now can be targeted. And then psychographics. Build those lookalike audiences. What values, preferences, lifestyle does your ideal customer bring to the table? 80% of consumers are more likely to purchase brands when they offer personalized experience. Again, this is becoming an expectation in today’s world. It is no longer a nice to have or that really was a great campaign. It is a day to day expectation. Segmented campaigns can result in a 760% increase in revenue. Campaign Monitor performed this study just last year, and they looked at segmenting campaigns based off segmentation size and saw that the smaller the audience, the higher increase in revenue they saw because of the targeted messaging to the smaller audience. Personalized emails deliver six times higher transaction rates, and 82% of marketers see a positive impact on ROI through personalization.

What if we did all this stuff and we did it through dynamic content? Dynamic content adapts in real time to customer interactions. Build one email with four different versions in it and get it out to your segment and audiences. It can be that easy. Dynamic content is proven to lead to higher engagement across multiple channels, increase lead conversion, not only in email world, but in ads and social, and improve customer loyalty. Once you have bought in a customer, you need to keep that customer. So continuing your brand loyalty throughout their customer journey is key aspect here, and dynamic content plays a key role in that. Dynamic content shines in email. Um, think personalized offer based off browsing history, purchase behavior, or preferences. Through their website, you can do custom product recommendations on home pages or vehicle configurator tools. Ads, you can do retargeting ads that showcase previously viewed vehicles, accessories, look alike audiences. And then mobile apps. You can have push notifications tailored to your customer’s preferences based off current promotions or in app offers that align with their browsing history. Smarter HQ found that dynamic content increased engagement by 300% compared to static content. Again, the idea of this is that we’re taking one email, splicing it into many parts, and sending the part that means most to that customer. Dynamic content can boost conversion rates by up to 200%. Automotive businesses using dynamic content have seen a 30 increase in qualified leads coming in from marketing. And over 50% of consumers are likely to engage with a dynamic personalized offer over a static image.

So when we are talking about data personalization, what I wanna talk about here is harnessing the customer data from multiple sources. Again, think data cloud here. We have CRM systems, so customer details, preferences, interactions. You have their visitor behavior on the website. So any website analytics you can capture. You have their purchase history. Um, what kind of purchases have they made in the past? What did they have in their cart but maybe not check out with? Search behavior. So what are they searching for online? What are they looking at? And then we have AI machine learning. So using AI, um, through predictive analytics will help you know what customers are likely to purchase next, um, based off previous behaviors. Again, think look alike audiences. Dynamic recommendations. So the machine learning algorithms, um, they can populate in real time, giving you the final recommendation that best fits that customer. And then customer journey optimization. Um, an AI can analyze past and current data and make a recommendation on what should the next offering be. So using data to build your customer profile, you want data consolidation, merge your data from multiple touch points, segment your customers based off preferences that deliver the most relevant message, and target those customer profiles with personalized communications through multiple channels, emails, ads, in app offers, portal, whatever you can access them through, text, do it.

So what I’m about to show you is a combination of bringing all of these tools and techniques together, which we use with a luxury automotive company, um, to really launch what we’re calling available cars. This case study will showcase, um, our major automotive brand. Uh, we integrated CRM. We use Marketing Cloud Engagement as our tool, uh, dynamic content, um, and CRM to pull this all together. So, again, our Salesforce CRM houses our audiences, houses our data. So this is where we pulled all of our customer data from. Uh, they break up their smaller group of customers into three subgroups that we call fans, prospects, and leads. So we have fans who are maybe interested. They kinda fit a look alike audience. They might be someone that we can touch on. Prospects have engaged in the past but have not committed to a test drive, have not really pulled the trigger yet. A lead is someone who is all in. They’re looking to make a purchase. They’re they’re close to that buying time. We use marketing cloud engagement. Um, so we build automated emails, um, with Journey Builder. Um, we customize this based off customer interactions. We build dynamic content emails, which you will see here. We also involve some website analytics to pull in, um, and we use API and JSON.

Alright. So on the left here, you can see here the two cars. Um, this is a preview of what available cars looks like in the email. So what we did is we pull in two vehicles that are within 50 miles or closer or if it has to be a little further out, a little further out, um, of that customer based off their ZIP code. These cars are available today to test drive or order, and it pulls in all of the car’s features. And the link goes directly to the vehicle itself. Can everybody still see my screen as I go to the web page? Let me say yes. Alright. Uh, there we go. Okay. So this is a cloud page that we built inside of marketing cloud engagement that features the exact tools. So if I go ahead and I change, you’ll see that the cars are gonna change out here. And, And, of course, it’s gonna run slow because I’m sharing my screen. There we go. Alright. There we go. Sorry, guys. So you can see it pulled in two different cars. Uh, the images are through Jelly Bean, and they also pull in dynamically through the API. So everything that you are seeing here is one complete custom content block using dynamic content and JSON to populate. So absolutely every field that you see here is custom written in. Alright. Um, underneath that available cars link, you’ll actually see where the data is being pulled in. Um, that’s our custom dynamic content there with some JSON worked in. Okay. Just wanna make sure.

Alright. Next, we have the journey that we use this in. So, um, as you can see here, and it might be a little small on your screen. Sorry about that. But, um, we have a monthly sales journey. So this is a sales offer journey that runs every month for this luxury car brand, and it’s a series of emails sent throughout the month driving individuals towards different steps. So, again, we might be driving them to do a test drive, um, to look into the car itself, um, to use their car builder, um, or to actually make a car purchase. So you can see here we operate this based off a data extension. We do break this down by customer type. So, again, we have our fans, prospects, and leads, and we designate those audiences. Through there, we have random splits, um, and we use this to make sure that we’re keeping dynamic content going, but also having the interesting factor of what is working better. It’s our way of AB testing, if you will. We always use Einstein’s send time optimization. One of the big things here that we ran into through building this API is that it will take one point five seconds per email send to pull in that data. That data is gonna populate at the time of send, and that takes one point five seconds for each recipient. And so we plugged in Einstein’s and time optimization to make sure that at 6AM, we weren’t trying to send to 3,000 people, and it’s taking three thousand seconds to load all of that. So we have a pretty wide send time optimization clock that we’re using. And we’ve also delineated it down here that for email one, they get the regular version. But email two, the reminder email, once we know what they’re clicking on, what they’re engaging with, and we can reference more preferences, that’s when we’re gonna send out available cars and really call out those options.

So this data is based off automotive in general. Um, we have launched this with our client, but we don’t have metrics that I would like to share quite yet. We’ve only done one send. So, um, people who have used dynamic subject lines, for instance, do show a 10% increase between the email send and the resend. That is something that we have used productively throughout the last year, and I would say this correlates very closely to them. Um, for them, they actually had a 12% increase, uh, when they change out subject lines between send the initial send and the resend. We have seen a click through rate increase of about 25%. Um, so between last month’s email sequence and this email sequence, we’ve seen a huge jump on click through rates. Most companies are seeing an increase of 15% in car sales month over month. Um, this is a number that, again, I don’t want to report on for them quite yet. I would like to see us run this campaign for a few more months to get the full data history there. And we’ve seen a 30% decrease in bounces off their website. So their CTAs always lead to some type of action, whether that’s to schedule a test drive, to configure a car, um, to book an appointment. Um, what we’ve seen is that these buttons here are actually increasing the rate of people going to the website and decreasing the people that are call falling off the website as a considered bounce.

In the end of the day, personalization in automotive matters because it builds strong emotional connection between the customer and the brand. This results in improved customer satisfaction and brand loyalty, increased lead generation and con conversion rates, better ROI on marketing spend, and enhanced customer journey from research to purchase. Feel like I went fast at you guys.

Speaker 0: It’s alright. I’ll I’ll just remind the audience, if you do have any questions, feel free to post them in the chat or, um, the q and a tab. Um, but, yeah, this was awesome. I know this one, uh, recently launched for you, so I’m really looking forward to, um, to, uh, revisiting in a few months and and seeing how it performed overall.

Speaker 1: As am I. Um, I think that this campaign was months in the making. So, um, we started talking about this a year ago, um, and really hit the ground running in January. We saw a lot of interest and action. It involved a lot of moving parts. So, um, I’m not gonna sit here and say that I am the expert in building this content for sure, but, um, I worked with a lot of experts in here, um, um, to get that JSON pulled in, the API working. Um, but it was very fun to pull it all together and be able to share this out with everybody.

Speaker 0: Yeah. Definitely a team effort.

Speaker 1: I will also say that time is critical here. So dynamic content in most sends doesn’t rely on an API. Um, and so with the API, that’s where you’re having that delay in the send. So at the time of send, that one point five seconds is used to populate all of that custom data that matches the proper ZIP code for the recipient. So considering that it’s populating all of that in one point five seconds is crazy to think about, but also crazy to think that we’re sending to a 100,000 people. And you times that by one point five seconds, and you’re like, let’s break this up.

Speaker 0: Um, we did just have a question come through in the chat. So, uh, Megan is curious on who you, uh, collabed with to get all of these personalization strings working and what that process looked like.

Speaker 1: Absolutely. So, um, I I work here at Circante. Very proud to be here at Circante, and so, uh, we have a great team behind us. And, uh, so I used our solution architect, um, who knows the ins and outs of Sales Cloud, um, and Marketing Cloud. So he’s a developer for both, um, and he wrote a lot of the JSON code for me. The API existed for our client. That’s how they populate their website every day. And so we copied their API and made an email call out for it. So a lot of that work was not as troublesome for us because it did exist. But then it was a lot of template design work and fine tuning there that we worked on, um, and I was able to support that effort. Um, so email developer, Salesforce developer, marketing cloud developer, and the IT API expert at the client’s team. So, yes, there was a vast team involved, um, but, you know, it works, and it’s going really well. Um, I had hoped that we would have been a little bit further that I could have shared some more concrete numbers with everybody. But so far, very positive results are rolling in on this, and I’m excited to see what happens as we continue this and we can measure increase in sales specifically. And this might be repeating myself. Apologies. But, um, when I did build this with the idea that we were gonna target the audience, um, we wanted to target the leads specifically. Sorry. The leads specifically because they are the most likely to make a purchase. So the second email that we’re sending, that’s based off if, one, they engage with email one at all, and, two, that they have car preferences. So if they have preferences in mind, they’ve been through their configurator, those are the people we’re targeting with this specific piece of dynamic content, um, um, because it really does say, like, your car is right here right now. Go test drive it.

Speaker 0: Awesome. Uh, another question in the chat. I’m not sure if you can see that too, but where could you see, uh, dynamic content like this fitting in for a b to b brand?

Speaker 1: Oh, I love b to b. I do. Um, my heart and soul lives with account engagement, y’all. No offense. Engagement customers love it too. But, um, with b two b, I feel like dynamic content is always at play. So, um, I’m gonna use Circante as an example in my dream. So if you’ve seen any of our conversations going out, that’s where we’re pulling in dynamic content. So we’re saying, alright. We want you to register from our dream in. Once we got that win in to register, that content became what signed what sessions are they signing up for? Where do their interest lie? What were the preferences they checked off? Then we’re gonna hit you with those emails. We’re gonna say this is the session that you don’t wanna miss. This is the other session you won’t wanna miss. Make sure you check this out. Um, highlighting all of those sessions and speakers. That’s one way. Um, another way that I could see this working in b two b is, again, it really depends on what you’re selling. I get that. But any type of event, you can apply margarine into. If you’re selling stuff like consulting services or, um, um, books or knowledge, whatever that is, base it off interest. Right? Like, customize your newsletter through dynamic content based off preferences. And you can create four different newsletters, hit send one time, and it will find its right match.

Speaker 0: Yeah. I love it. I I would agree with that too. I see a lot of clients in the B 2 B space use dynamic content, uh, for things like products and product interest. So, yeah, definitely lots of, um, lots of opportunity there as well.

Speaker 1: You know, as I was preparing this deck, um, and really looking at some of the metrics, it really shocked me how many people require a personalized experience. I remember when I first started in marketing, I’m gonna age myself fifteen years ago, um, that it was, like, a cool thing if you could pull off a personalized email. That was cool. That was that was unique and nice to have, and now it’s the expectation. So no longer is it cattyhorn. Like, people are unsubscribing. People are, you know, stopping text messages. They don’t want to be involved. Um, I think I see one. How long did it take you to put this campaign together? Okay. So we’re talking about from ideation to launch. It was just over a year. Um, from actual hands on keyboard, getting everything into the system and building, it took about five months. And that does involve a lot of testing and q and a that we did. So

Speaker 0: Awesome. I was just reading Megan’s note. I love that.

Speaker 1: I do too. I was just reading it too. Megan, I think that’s fantastic, and I think that’s a great way to use dynamic content. I think we have about one minute left before we get booted out. So if there are any questions, um, please feel free to post them, Message me. Um, connect with me on LinkedIn if you haven’t. Um, I do a lot of I do a lot of blogging. I do a lot of talking. Um, I’m really passionate about the Salesforce world, and I love talking to people about it.

Speaker 0: Oh, and you’re a big Harry Potter fan too.

Speaker 1: New Harry Potter fan, Meghan. Right. Um, I know. I was like, oh, wait. My background’s not on. My whole background is Harry Potter themed. Uh, but, yes, um, thank you so much for coming. I hope that you found value in what I was able to share today. Um, the videos, the decks, they all get shared at the end of this. Um, so that website I was on, that was, you know, being its own boss today, um, and slow. You can go play with that as well and plug in your own ZIP codes. Bye, everyone.