But the new Esri.com didn’t just give the company the benefits of a modern website. It provided the basis for the personalisation and authentic customer connections the company was determined to achieve.
Bringing personalisation to the forefront
“Before, we didn’t know what type of content our audience really cared about. We were stumbling on that all the time,” said Schultz.
Using Adobe Audience Manager, Esri could finally get the clarity they needed to better understand who their audience was and what mattered to them. With Esri’s account-based marketing approach, Audience Manager was foundational to creating strategic segments that allowed them to deliver the right content via the right channels. Esri found that, with imagery and messaging personalised for each segment, customers were much more engaged than they had been previously. Audience Manager gave Esri the ability to pinpoint accounts based on persona, company, location and even what Esri products customers already owned — a critical step forward in developing deeper customer connections.
With their newfound customer clarity, Esri turned to Adobe Target to push their website even further. Although Esri.com had gone through a major evolution, improving page and site performance, Schultz and team knew that personalisation was mission-critical if they were going to achieve their goals. With Target, Esri was able to deliver the most relevant content to every website visitor. And with Target’s testing capabilities, they could ensure that they were delivering an optimal experience to each customer, no matter the segment. According to Schultz, “We built out three landing pages for three different personas. By simply delivering more relevant content, our conversion rates went up 25%. It’s just common sense to move forward with a product that can do that.”
Using their website as a jumping-off point, Esri began to construct fully personalised customer journeys. Without a centralised platform, there had been no way for the company to link together and personalise every touchpoint in their campaigns. This meant that customers would receive inconsistent — and possibly impersonal — experiences as they moved through the sales funnel. But Target helped Esri close the loop on their campaigns, giving properly segmented customers a common thread throughout their entire experience. And with Adobe Analytics, Esri could track and get insights about the full journey, even outside of Adobe Experience Manager.
“I’m proud of the team, what they’ve built out and the insights we’re delivering,” said Schultz.
Currently, Esri is using Intelligent Services to discover innovative ways artificial intelligence (AI) can streamline workflows and deliver more incremental sales and marketing ROI than before. As part of Adobe Sensei, these new “AI as a service” capabilities can help marketers uncover business-changing insights — even for organisations that might lack the IT infrastructure or data science resources typically required to benefit from AI.
Esri uses Customer AI, part of Adobe’s Intelligent Services, in combination with Adobe Analytics to gain predictive insights based on past and real-time events. This is a big benefit to Esri for two reasons. First, they can use Customer AI with Adobe Audience Manager to target prospects based on their purchase propensity. “We’ve learnt that customers in the propensity score range of 90 to 100 converted three times higher than average — that’s a 3x higher conversion rate,” said Schultz. Secondly, they can deliver personalised web experiences that intelligently nudge prospects down the sales funnel. Per Schultz, “We’re building out two separate campaigns to target visitors with a high propensity to buy two key products on our e-commerce platform. We’ve narrowed down the audience size to visitors with a propensity score of 95 plus.” With more precise targeting, Esri can connect with customers based on their real-time needs and truly streamline the path to purchase.
Esri also uses Attribution AI, another part of Adobe’s Intelligent Services, to help measure their overall marketing effectiveness. By quantifying the incremental impact of every campaign, channel and touchpoint for every customer path, the company can find out what’s working — and what’s not — automatically. This means that Esri can invest more heavily where they are seeing success — and spend their time and energy developing strategies and workflows they know will succeed.