Claire: How would you apply this to an Ecommerce business that is typically product-centric, to make it more buyer-centric?
Adam: There are opportunities to take learnings from the digital body language of Ecommerce site visitors for trigger offers. Obviously today, shopping cart abandonment is a prevalent problem. But you can approach it on a more sophisticated level. You don't have to be Amazon to do personalization.
There are two layers in an Ecommerce site. You can use engagement with different products to (1) segment what you're viewing on the website, and (2) segment your email-based offers.
Another opportunity is to take an Ecommerce site, or product site, and reorganize it so that when someone enters, it's actually about: I'm "X" type of buyer or consumer with certain problems -- a certain persona -- and then you guide me to products and services, as opposed to doing the reverse.
Claire: So you would have different landing pages for different personas?
Adam: Exactly. There's a best practice for that.
Claire: Then you could take them by the hand and walk them through.
Adam: Some companies are doing this and increasing their ability to deliver qualified prospects to their sales organizations by as much as 50% to 100%, which means that their overall win rate -- their revenue turnover -- is growing considerably.
Claire: Well, bottoms up to that!