- What you’ll learn
- What you’ll need
- The Problem
- The Hypothesis
- The Solution
- 1 — Develop your ideal customer profile (ICP)
- 2 — Build out your team of subject-matter experts (SMEs)
- 3 — Interview your SMEs and agree on content formats
- 4 — Build your distribution plan
- 5 — Create a full-funnel experience by personalizing website pages
- 6 — Analyze, measure and repeat
- The Impact
What you’ll learn
- How to use data to determine your ideal customer profile (ICP)
- The importance of hiring team members with domain expertise
- How to use subject-matter expert interviews to create compelling content that converts
What you’ll need
- A tool for running analyses on your data to identify your target audience
- A subject-matter expert to interview
- A subject-matter interview guide
- A web personalization platform
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The Problem
The Hypothesis
The Solution
The Impact
Robert put the impact very simply: “By every measure the program was a success.”
The new content strategy has improved revenue and reputation across all channels, with website personalization alone generating up to 245% lifts in CVR.
Overall, the strategy has resulted in more calls booked and more revenue within RStudio’s core industry segments.
