Take it Personally: Highly-targeted Personalization Strategies for Local Websites

Track: Global Web | GW1 |   Conference Theme |   Intermediate |
Wednesday, June 12, 2019, 9:00am – 9:45am
Held in: Room F1-4
Julio Leal - Wayfair
Host: Aki Ito

In the big universe of network technology, there’s a small world of profitable customers surrounded by a lot of noisy — but ultimately unprofitable — distractions. Learn how we adapted our global marketing strategy to cut through that noise by using advanced Account-Based Marketing (ABM) and personalization techniques on our localized websites. We’ll take you through the journey of how we customized our content and promotional resources to fit local needs, and discuss the tools, techniques, and processes you’ll need to blaze your own trail for ABM and personalization.

Takeaways: Attendees will come away knowing which customers to target, choosing the right tools and quantifying success in a localized ABM campaign.