Personalization in B2B: VMware's Journey to Scale and Success
Pranay Goyal — Vmware
VMware software powers the world’s complex digital infrastructure. The company’s cloud, networking and security, and digital workspace offerings provide a dynamic and efficient digital foundation to customers globally, aided by an extensive ecosystem of partners. In this session, Pranay Goyal, personalization and A/B testing lead for VMware.com, discusses how the brand creates strategies for personalization for a global audience and how they share the results and insights across the organization. To Pranay, personalization is so exciting because it can be simple and complicated at the same time. Brand expectations are at all-time highs, requiring continuous efforts to keep personalization focused, valuable, and up to date. VMware believes that personalization is no longer an exception but an expectation.
Here's what you'll learn in this session:
- How to start small and drive to scale, accelerating the buyer’s digital journey with mini- and macro-nurture flows.
- VMware's web personalization best practices.
- Top targeting options in B2B with examples.
- VMware’s custom-developed experiences for personalization and optimization.