Tealium Learning Center

hi fellow Tealium fans, I've been talking to a prominent B2B insurance provider in the UK about a more effective use of their Voice of Customer investment, technology powered by a Tealium integration partner: Usabilla. Context The feedback widget is consistently appearing and available across the entire site giving users the facility to provide valuable feedback to the business in case the user experience is particularly good (but this is a rarity) or it is extraordinarily frustrating.  The problem is that the business treats all users on a one-size-fits-all basis. There are no distinction between a "window shopper" and a particularly hot lead/prospect that could be qualified based on supporting content consumption, funnel step completion and other site interaction/engagement events who ultimately does not convert either. Proposal overview The business does not necessarily have to trigger a Usabilla widget after a certain time of inactivity (how it is at the moment), instead they should focus on getting highly qualified feedback based on an audience that has consumed content on at least 2 in their product vertical on the blog visited the product description page got as far as the last but one step of the conversion funnel for the quote Based on the above and/or even more sophisticated list of attributes & characteristics the business can focus on understanding why their most engaged users still do not convert for a particular product and what may put potentical customers off from converting. Execution overview The datalayer should be developed with UDO variables that capture the product_category_blog: "product A" on the blog. This information will be used to create an increment and ultimately a "Product A reader" badge in Audience Stream. Next, using even a standard page_type variable another badge can easily be configured for an audience that has hit a product description page for any products, including Product A. Next, using the Funnel type attribute in Audience Stream, the characteristic for a user that has progressed to the last but one step of a quote funnel can be applied. Finally, by creating a badge for "Converted - Quote" either based on an event or page path or page URL or Quote reference ID attribute we will have the ability to set True or False conditions for one of the most important ingredient of our Audience Stream segment.   With the above four steps (or more depending on your level of sophistication) individual audience segments can be configured for capturing product specific feedback on the most qualified groups of prospects who have not hit a quote completion target despite their high engagement levels.   Conclusion Empowering Voice of Customer solutions with Audience Stream's advanced user segmentation capabilities can create a way of improved, advanced execution for platforms such as Usabilla to further increase the value of both technologies. Capturing, analysing and acting upon such valuable and bespoke user feedback can result in product or UX improvements that can contribute to business growth considerably.   Hope this will provide some inspiration to Tealium and Usabilla users alike.   ... View more

Hi group, I have recently but forward a pitch/strategy proposal to a B2B marketer that happens to be a Tealium client with some initial dabble into using Audience Stream and connectors. I wanted to share some of the thinking that I believe can work nicely for many others if you combine the Inbound marketing methodology with the appropriate Tealium configuration. Context Business needs a major change in their marketing efforts as sales targets are aggressive and pure paid advertising has hit a plateau in terms of lead volume and efficiency. They are now adopting Inbound measures whilst jumpstarting lead gen with paid media campaigns. Proposal overview Since Inbound can take months to kick in, it won't bring results fast but the content flow can be used as a riverbed to guide prospects down the "river". The Inbound method's User journey suggests three stages: Awareness type content: information about the problem that exists for the audience Consideration type content: identification of the problem itself. At this stage, the lead magnet offers email capture facility Decision type content: case studies and project execution by the B2B advertiser's product or service This is practically a funnel system which continously provides value for users and wins their trust in exchange for lead information eventually such as email address. The proposal suggests content distribution campaigns pushing the Awareness level content across audience aligned media channels (Faceebook, LinkedIn, Twitter) and then only push further consideration level and decision level content to audiences that we deem qualified enough for further stages down the Inbound funnel. Execution overview The datalayer could be augmented with a variable say inbound_stage: ''awareness" and be updated on the respective pages. We define a sensible condition to qualify to be eligible for Consideration type content for instance => user consumed 4 awareness type content In Audience Stream we define audience for "Primed for Consideration Content" = inbound_stage count is greater than or equal to a custom value = 4 Then we stream said audience via the Facebook Connector into a Facebook campaign that has been set up to boost content where the UDO variable is inbound_stage: ''consideration". Finally, you can apply the same methodology to Decision level content distribution and equally create automatic audience push to Facebook/LinkedIn Lead capture campaigns. Hope I made some sense and you will find this useful. Can be particularly powerful if your client is on HubSpot. ... View more