What Is Conversion Rate Optimization (CRO)?
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What Is Conversion Rate Optimization (CRO)?

ByLiza Colburn

Marketers play a foundational role in bringing customers to the business. Yet we have long struggled to communicate our impact to data-driven stakeholders in the C-suite, including the CFO and the CEO. Digital channels are helping to change that by providing data about engagement with our content. Click through rates, impressions, and other metrics help…

How to Achieve Hyper Personalization at an Enterprise Level
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How CMOs Can Introduce AI Marketing Tools to Their Team

ByLiza Colburn

AI is the newest MVP of modern marketing teams. IBM’s 2021 CEO Study revealed that 82% of CEOs who outperformed their peers were champions of AI technologies. McKinsey projects that AI has the potential to create $1.4 to $2.6 trillion of value in marketing and sales across world businesses. But there’s a big gap between…

Personalization Engines: Definition, Use Cases & Examples
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Personalization Engines: Definition, Use Cases & Examples

ByLiza Colburn

Savvy consumers expect some degree of personalization in their shopping experience. They might want you to remember the last item they bought, suggest a complementary product, or to offer a loyalty discount based on their purchase history. Keeping up with these expectations is nearly impossible without technology. Humans just aren’t able to monitor thousands of…

Avoid Surprises This Back to School and Holiday Season — Know What Motivates Your Customer
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Avoid Surprises This Back to School and Holiday Season — Know What Motivates Your Customer

ByLiza Colburn

Marketers have their go-to strategies to drive conversions during the major calendar moments when business surges. For example, end-of-year campaigns historically out-perform when they leverage intense, attention grabbing language and formats. Retailers, travel, and entertainment companies, and financial firms have learned to embrace these emphatic approaches to elevate their business above the noise for customers….

How Personal Narratives Improve Customer Engagement
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How Personal Narratives Improve Customer Engagement

ByLiza Colburn

Personal Narratives are the stories that motivate and engage customers. They are a key insight informing Persado’s AI language knowledgebase and provide a necessary input for Persado’s Language Profiles – one of our methods for personalizing communications to high-priority customer groups.  From Nike’s Just Do It, to Apple’s Think Different and Volkswagen’s There’s Room for…

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Having Trouble Testing Web Content? Persado Web Standalone Can Help

ByLiza Colburn

In an ideal world, every company would be able to experiment with different approaches to content, and measure which types resonate with customers. Isn’t that what we were promised with the advent of the Internet – that digital platforms would allow us to know what is performing and why? Reality is messier. Rules around the…

marketing AI
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How CMOs Can Innovate with Marketing AI Today

ByLiza Colburn

The CMO of 2022 is in trouble. Largely viewed by the C-suite as lacking tech savvy, CMOs are losing their seat at the leadership table.  CMOs were ranked second-to-last among the C-suite for their tech knowledge, and CEOs identified CIOs and CTOs as twice as likely to play a crucial role over the next two…

Why Personalization Matters for Capturing New Customers and Driving Loyalty
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Why Personalization Matters for Capturing New Customers and Driving Loyalty

ByLiza Colburn

Marketers have been talking about personalization since the first web browsers began tracking customer behavior using third-party cookies. For good reason. Customers increasingly demand that organizations deliver a relevant and personalized experience for them. This is a natural outcome of the explosion in digital channels, and the ease with which brands can blast customer inboxes…

The pandemic changed customer motivation
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The pandemic changed customer motivation. What’s happening now?

ByLiza Colburn

At Persado, we talk a lot about how messages motivate customers to take action. One of the ways they do that is by tapping into a feeling or emotion that fits the context of a campaign. And quite frankly, during this pandemic, we’ve all had a lot of feelings.  By “feelings”—or its more formal equivalent,…

5 Tips for Scaling Marketing AI
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5 Ways to Scale Your Marketing AI

ByLiza Colburn

Business leaders across industries can unlock transformative possibilities with AI. In today’s digital marketing landscape, AI is an essential member of marketing teams, creating hyper-personalized language, unlocking enterprise creativity, and helping teams engage with more consumers than ever before. AI picks up where people leave off, allowing human marketers to do what they do best…