Rivalry2

When it’s time to involve an agency in your personalization efforts
2026-02-28 18:50 Diff
https://www.dynamicyield.com/article/involving-an-agency-in-your-personalization-efforts/
Summarize this articleHere’s what you need to know:
Personalization is challenging: Lack of resources and expertise can hinder effective personalization. Partnering with an agency can bridge these gaps.
You can fully outsource personalization to an agency or collaborate with them to complement your existing team.
Before hiring an agency, evaluate their process, experience, and knowledge. Define success metrics for your personalization program.
Alignment is crucial: Consider your company size, budget, specific needs, and goals when choosing the right agency partner.
Personalization pays off: Despite the challenges, with careful planning and the right agency partnership, personalization can be a powerful marketing strategy.
The information shared in this article comes from a webinar hosted by Dynamic Yield with Diff Agency – to listen to the entire recording, download the on-demand webinar.
Businesses across industries all agree how important tailoring unique interactions with consumers is within the context of the larger digital strategy. A recent study on The State of Personalization Maturity found 96% of executives and marketers do, in fact, believe in the value of personalization (up 4% from 92% the previous year).
But while a top priority, unfortunately, many have still yet to invest in building a personalization program. As with any new marketing initiative, incorporating personalization within the organization is a large undertaking – magnified by the fact that the practice is still relatively new and unfamiliar to many, this can often paralyze attempts to adopt a more customer-centric approach.
We see this all the time at Diff, where we work with eCommerce teams to enhance the customer experience. As they embark on their personalization journeys for the first time, the most common issues they face are:
Time, availability, and resources
Skills and expertise
System integrations
Process and personalization framework
I’ll dive into each of these a bit more in-depth later on in this post, as well as address the individual impact on an organization’s success with personalization. Finally, I’ll break down the different options available to help accomplish objectives, and why some brands ultimately decide to partner with an agency in their efforts.
Assembling the right talent

Let’s say for a moment, an online retailer wanted to launch a relatively simple experience, such as this shipping threshold alert:
Then, let’s consider all of the tasks that would need to come together in order for a small notification such as this to be implemented:
The idea for this notification needed to come to fruition
The idea needed to be prioritized amongst other projects
How it looked on the site needed to be mocked up and specced out
The experience needed to be built in HTML, CSS, or Javascript
The segment who received this message needed to be defined
Conditions and parameters for the experience needed to be set up
The experience needed to be QA’ed and then set live
The results needed to be validated to continue running the experience
As outlined in Vision to Reality: The resources, processes, and cultural mindset required for personalization success.
Now, which functions would be required to take the experience from A – Z, and what their role in that process looks like:
Executive Leader – Strategic alignment, prioritizing campaigns
Optimization & Analytics Role – Improving performance, conversions, revenue
Marketing & Merchandising Role – Designing, curating, targeting high-impact experiences
Development Role – Improving cross-channel experience development
Product Role – Implementing user experiences quickly and efficiently
These folks can be made up of existing talent within the org or hired on to ensure a well-oiled machine. But no matter what the scenario, these roles should be accounted for. This, in and of itself, involves a huge amount of time and effort. Shifting responsibilities to a current employee can take weeks of integrating new concepts, mentalities, workflows, and even KPIs, whereas filling a new position easily add up to months depending on the role and its prerequisites / qualifications.
Weighing the options

Companies of different sizes and industries will experience varying levels of available budgets, resources, and talent when developing a personalization program. Therefore, choices made around exactly how to go about it are extremely personal.
Consider the following options:
Allocate stakeholders for personalization from within the organization, either cross-functionally or all housed under one department, and educate them on the intricacies of deploying experiences on a one-to-one level.
Build a team from the ground up and work to establish a whole new set of processes, vet and introduce new technologies, and instill a culture of personalization throughout the org for continued support of the program.
Scale current efforts with the help of a growth agency, who can assist in both the strategic and tactical execution of a personalization program.
Outsource personalization entirely, employing a dedicated growth agency to manage personalization deployment from start to finish.
There’s obviously a lot to unpack and more than meets the eye when it comes to the approaches above. For the purpose of this article, I’ll now cover the potential of adding an agency to the mix and its impact on the entire decision-making process.
The pros and cons of utilizing an agency for personalization

Increasingly, both sophisticated FORTUNE 500 enterprises and rising eCommerce brands are turning to dedicated optimization agencies to manage personalization deployment. Many of these companies were born with digital in their DNA and have grown significantly with the proliferation of marketing technology.
By working with an agency dedicated to optimization and personalization, you gain access to a team of customer experience junkies who spend their days immersed in different technologies. Great optimization agencies assist with both the strategic and the tactical, helping define ideal user journeys and managing the day-to-day execution of your personalization efforts.
The benefits

Immediate impact – with a wealth of experience working to set up personalization and optimization programs, impact will be felt right out of the gate.
Industry knowledge – not just when it comes to trends in different markets, but specifically around the technology and implementations tested over time.
Hands-on expertise -possess skills in data analysis, coding, merchandising, UX, conversion rate optimization, and other key areas personalization success is reliant upon.
Robust network – access to industry contacts, including leading practitioners and technology partners, enabling a team to learn from and grow with the best.
It’s easy to see the opportunities that come with hiring an agency for personalization. That being said, most clients we provide personalization services for at Diff utilize us in different ways. For some, we will drive the whole initiative, and others, we will take on the role of copywriter, marketer, or executive leader. Because the makeup of every organization is different, a good agency will work with the resources a team does or doesn’t have to accommodate their specifics needs in a hybrid fashion.
But there are also some downsides to consider.
The pitfalls

Less owership – knowledge of how to run the program won’t exist inside of the company, meaning teams will continually rely on outside help for personalization.
Agency relations – a poor or overloaded agency might result in slow implementation, with projects either not prioritized or set up correctly for maximum impact.
Education gap – without knowledge of personalization or expertise around how to apply a tailored approach in a given industry, outsourcing not only becomes expensive, but inefficient.
Agency checklist

Understanding the important aspects of the agency / client relationship will minimize the pitfalls and ensure a positive experience. Therefore, the following questions should be asked as part of the evaluation process before moving forward with any agency for personalization-related services.
1. The process they employ for personalization
What framework do they use for prioritizing tasks?
What is the budgeted amount of time that will be utilized?
What do their dev team sprints or projects look like and how long do they take?
2. The work they have done with other industry clients
What are similar clients they have provided personalization services for?
What results have they generated from those personalization efforts thus far?
What are some proven use cases they can implement right away?
3. The knowledge they possess of tools and systems
What technologies do they leverage for personalization?
Can the technologies they use be well-integrated within your current stack?
Do they have experience working with the tools you currently use
Can they offer advice on how to optimize your stack for personalization?
4. The communication style they adhere to
How quickly can you expect to hear from their agency POC if you have a question?
How often will they check-in to share results?
What are their main means of communication (phone, in-person, email, text)
5. The metrics they use to measure success
What KPI’s will they focus on for each personalization project or test?
How will that information be shared with you?
How will they reconcile data discrepancies and can you trust their reporting mechanisms?
At Diff, we have our own framework for personalization, whereby we utilize client data and come up with specific KPI’s in order to most effectively benchmark activities against an industry.
Summary

The success of a personalization program involves many different components, much like any other marketing area. Outsourcing the process can help companies overcome some of the major obstacles faced around time, personnel, resources, expertise, and technology – with the right agency allowing them to reach new heights from a one-to-one approach.
When assessing an agency, the org should think of them as a partner and understand exactly how they will build or assist in supporting initiatives, as alignment is key to maximizing the agency / client experience.
For more on this topic, check out the webinar Dynamic Yield hosted with yours truly – now available on-demand. And if you were in attendance during the live session / had an unanswered question, feel free to tweet them to me @schmutzikahn.
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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-92576" class="et_pb_post post-92576 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-personalization-within-the-organization article-function-leadership article-type-tactical-guides article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting &amp; Personalization</a></div><h1 class="article-title">When it’s time to involve an agency in your personalization efforts</h1><h2 class="article-excerpt">Agencies can help accelerate personalization efforts, but is hiring one the right decision for your brand? Here are all the important factors to consider.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/MikeSchmutz-69.png"  alt="Mike Schmutz" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/mikeschmutz/" title="Posts by Mike Schmutz" rel="author">Mike Schmutz</a></div><div class="article-author-title-text"> Head of Growth, Diff Agency</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here&#8217;s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Personalization is challenging: Lack of resources and expertise can hinder effective personalization. Partnering with an agency can bridge these gaps.</li><li style="margin: 10px 0;">You can fully outsource personalization to an agency or collaborate with them to complement your existing team.</li><li style="margin: 10px 0;">Before hiring an agency, evaluate their process, experience, and knowledge. Define success metrics for your personalization program.</li><li style="margin: 10px 0;">Alignment is crucial: Consider your company size, budget, specific needs, and goals when choosing the right agency partner.</li><li style="margin: 10px 0;"><b>Personalization pays off</b>: Despite the challenges, with careful planning and the right agency partnership, personalization can be a powerful marketing strategy.</li></ul></div><p></p><p><em>The information shared in this article comes from a webinar hosted by Dynamic Yield with Diff Agency &ndash; to listen to the entire recording, </em><a href="https://www.dynamicyield.com/webinars/when-to-involve-an-agency/"><em>download the on-demand webinar</em></a><em>. </em></p><p>Businesses across industries all agree how important tailoring unique interactions with consumers is within the context of the larger digital strategy. <a href="https://www.dynamicyield.com/personalization-maturity/">A recent study</a> on <em>The State of Personalization Maturity</em> found 96% of executives and marketers do, in fact, believe in the value of personalization (up 4% from 92% the previous year).</p><p>But while a top priority, unfortunately, many have still yet to invest in building a personalization program. As with any new marketing initiative, incorporating personalization within the organization is a large undertaking &ndash; magnified by the fact that the practice is still relatively new and unfamiliar to many, this can often paralyze attempts to adopt a more customer-centric approach.</p><p>We see this all the time at Diff, where we work with eCommerce teams to enhance the customer experience. As they embark on their <a href="https://www.dynamicyield.com/article/personalization-guide/"> personalization</a> journeys for the first time, the most common issues they face are:</p><ul><li>Time, availability, and resources</li><li>Skills and expertise</li><li>System integrations</li><li>Process and personalization framework</li></ul><p>I&rsquo;ll dive into each of these a bit more in-depth later on in this post, as well as address the individual impact on an organization&rsquo;s success with personalization. Finally, I&rsquo;ll break down the different options available to help accomplish objectives, and why some brands ultimately decide to partner with an agency in their efforts.</p><h2>Assembling the right talent</h2><p>Let&rsquo;s say for a moment, an online retailer wanted to launch a relatively simple experience, such as this shipping threshold alert:</p><p><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2019/03/dy-notification-1330x585-1024x450.png" alt="" width="1024" height="450" class="alignnone size-large wp-image-92670" /></p><p>Then, let&rsquo;s consider all of the tasks that would need to come together in order for a small notification such as this to be implemented:</p><ol><li>The idea for this notification needed to come to fruition</li><li>The idea needed to be prioritized amongst other projects</li><li>How it looked on the site needed to be mocked up and specced out</li><li>The experience needed to be built in HTML, CSS, or Javascript</li><li>The segment who received this message needed to be defined</li><li>Conditions and parameters for the experience needed to be set up</li><li>The experience needed to be QA&rsquo;ed and then set live</li><li>The results needed to be validated to continue running the experience</li></ol><p><em>As outlined in </em><a href="https://www.dynamicyield.com/guides/vision-to-reality/"><em>Vision to Reality: The resources, processes, and cultural mindset required for personalization success</em></a><em>. </em></p><p>Now, which functions would be required to take the experience from A &#8211; Z, and what their role in that process looks like:</p><p><strong>Executive Leader</strong> &#8211; Strategic alignment, prioritizing campaigns</p><p><strong>Optimization &amp; Analytics Role</strong> &#8211; Improving performance, conversions, revenue</p><p><strong>Marketing &amp; Merchandising Role</strong> &#8211; Designing, curating, targeting high-impact experiences</p><p><strong>Development Role</strong> &#8211; Improving cross-channel experience development</p><p><strong>Product Role</strong> &#8211; Implementing user experiences quickly and efficiently</p><p>These folks can be made up of existing talent within the org or hired on to ensure a well-oiled machine. But no matter what the scenario, these roles should be accounted for. This, in and of itself, involves a huge amount of time and effort. Shifting responsibilities to a current employee can take weeks of integrating new concepts, mentalities, workflows, and even KPIs, whereas filling a new position easily add up to months depending on the role and its prerequisites / qualifications.</p><h3>Weighing the options</h3><p>Companies of different sizes and industries will experience varying levels of available budgets, resources, and talent when developing a personalization program. Therefore, choices made around exactly how to go about it are extremely personal.</p><p>Consider the following options:</p><p><strong>Allocate stakeholders</strong> for personalization from within the organization, either cross-functionally or all housed under one department, and educate them on the intricacies of deploying experiences on a one-to-one level.</p><p><strong>Build a team </strong>from the ground up and work to establish a whole new set of processes, vet and introduce new technologies, and instill a culture of personalization throughout the org for continued support of the program.</p><p><strong>Scale current efforts</strong> with the help of a growth agency, who can assist in both the strategic and tactical execution of a personalization program.</p><p><strong>Outsource personalization</strong> entirely, employing a dedicated growth agency to manage personalization deployment from start to finish.</p><p>There&rsquo;s obviously a lot to unpack and more than meets the eye when it comes to the approaches above. For the purpose of this article, I&rsquo;ll now cover the potential of adding an agency to the mix and its impact on the entire decision-making process.</p><h2>The pros and cons of utilizing an agency for personalization</h2><p>Increasingly, both sophisticated FORTUNE 500 enterprises and rising eCommerce brands are turning to dedicated optimization agencies to manage personalization deployment. Many of these companies were born with digital in their DNA and have grown significantly with the proliferation of marketing technology.</p><p>By working with an agency dedicated to optimization and personalization, you gain access to a team of customer experience junkies who spend their days immersed in different technologies. Great optimization agencies assist with both the strategic and the tactical, helping define ideal&nbsp;user journeys and managing the day-to-day execution of your personalization efforts.</p><h3>The benefits</h3><p><strong>Immediate impact</strong> &#8211; with a wealth of experience working to set up personalization and optimization programs, impact will be felt right out of the gate.</p><p><strong>Industry knowledge</strong> &#8211; not just when it comes to trends in different markets, but specifically around the technology and implementations tested over time.</p><p><strong>Hands-on expertise </strong>-possess skills in data analysis, coding, merchandising, UX, <a href="https://www.dynamicyield.com/lesson/cro-plan/">conversion rate optimization</a>, and other key areas personalization success is reliant upon.</p><p><strong>Robust network</strong> &#8211; access to industry contacts, including leading practitioners and technology partners, enabling a team to learn from and grow with the best.</p><p>It&rsquo;s easy to see the opportunities that come with hiring an agency for personalization. That being said, most clients we provide personalization services for at Diff utilize us in different ways. For some, we will drive the whole initiative, and others, we will take on the role of copywriter, marketer, or executive leader. Because the makeup of every organization is different, a good agency will work with the resources a team does or doesn&rsquo;t have to accommodate their specifics needs in a hybrid fashion.</p><p>But there are also some downsides to consider.</p><h3>The pitfalls</h3><p><strong>Less owership</strong> &#8211; knowledge of how to run the program won&rsquo;t exist inside of the company, meaning teams will continually rely on outside help for personalization.</p><p><strong>Agency relations</strong> &#8211; a poor or overloaded agency might result in slow implementation, with projects either not prioritized or set up correctly for maximum impact.</p><p><strong>Education gap</strong> &#8211; without knowledge of personalization or expertise around how to apply a tailored approach in a given industry, outsourcing not only becomes expensive, but inefficient.</p><h2>Agency checklist</h2><p>Understanding the important aspects of the agency / client relationship will minimize the pitfalls and ensure a positive experience. Therefore, the following questions should be asked as part of the evaluation process before moving forward with any agency for personalization-related services.</p><p><strong>1. The process they employ for personalization</strong></p><ul><li>What framework do they use for prioritizing tasks?</li><li>What is the budgeted amount of time that will be utilized?</li><li>What do their dev team sprints or projects look like and how long do they take?</li></ul><p><strong>2. The work they have done with other industry clients</strong></p><ul><li>What are similar clients they have provided personalization services for?</li><li>What results have they generated from those personalization efforts thus far?</li><li>What are some proven use cases they can implement right away?</li></ul><p><strong>3. The knowledge they possess of tools and systems</strong></p><ul><li>What technologies do they leverage for personalization?</li><li>Can the technologies they use be well-integrated within your current stack?</li><li>Do they have experience working with the tools you currently use</li><li>Can they offer advice on how to optimize your stack for personalization?</li></ul><p><strong>4. The communication style they adhere to</strong></p><ul><li>How quickly can you expect to hear from their agency POC if you have a question?</li><li>How often will they check-in to share results?</li><li>What are their main means of communication (phone, in-person, email, text)</li></ul><p><strong>5. The metrics they use to measure success</strong></p><ul><li>What KPI&rsquo;s will they focus on for each personalization project or test?</li><li>How will that information be shared with you?</li><li>How will they reconcile data discrepancies and can you trust their reporting mechanisms?</li></ul><p>At Diff, we have our own framework for personalization, whereby we utilize client data and come up with specific KPI&rsquo;s in order to most effectively benchmark activities against an industry.</p><h2>Summary</h2><p>The success of a personalization program involves many different components, much like any other marketing area. Outsourcing the process can help companies overcome some of the major obstacles faced around time, personnel, resources, expertise, and technology &ndash; with the right agency allowing them to reach new heights from a one-to-one approach.</p><p>When assessing an agency, the org should think of them as a partner and understand exactly how they will build or assist in supporting initiatives, as alignment is key to maximizing the agency / client experience.</p><p><em>For more on this topic, check out the webinar Dynamic Yield hosted with yours truly &ndash; </em><a href="https://www.dynamicyield.com/webinars/when-to-involve-an-agency/"><strong><em>now available on-demand</em></strong></a><em>. And if you were in attendance during the live session / had an unanswered question, feel free to tweet them to me </em><a href="https://twitter.com/schmutzikahn"><em>@schmutzikahn</em></a><em>. </em></p><p></p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/personalization-within-the-organization/">Personalization within the Organization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/e-commerce-personalization-maturity-infographic-2025/">Infographic: The state of personalization maturity in e-commerce &#8211; 2025</a><div class="article-sidebar-nav-author">JR Moore</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP&sup2; newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section><div class="container"><div class="articles-related-wrapper"><h3>More articles related to this topic</h3><div class="lc-flex articles-related-block"><div class="article-related-big"><a href="https://www.dynamicyield.com/article/personalization-maturity-2026-top-takeaways/"><img src="https://www.dynamicyield.com/wp-content/uploads/2026/01/personalization-maturity-article-feature-795-320_DY.jpg" width="626" height="252" alt="" class="crp_thumb"><strong>Disruption redefines personalization: Why brands that accelerate maturity will win in 2026 and beyond</strong></a></div><div class="article-related-simple"></div></div></div><div class="articles-popular-wrapper"><h3>Most Popular in 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                            if(['ip'].includes(pair[0])) {
                                form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
                            }
                        });
                    });
                });

                // GA ID and Referrer
                var dy_utms_cookie = {};

                document.cookie.split(';').forEach(function(el) {
                    var splitCookie = el.split('=');
                    var key = splitCookie[0].trim();
                    var value = splitCookie[1];
                    dy_utms_cookie[key] = value;
                });

                if(dy_utms_cookie["_ga"]) {
                    form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
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                if(dy_utms_cookie["personalize_referrer_string"]) {
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                // ZoomInfo
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                    var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));

                    if(zoominfo_data) {
                        form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
                        form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
                        form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
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                    window.dataLayer = window.dataLayer || [];

                    if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'demo_request_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
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                        });

                        return false;

                    } else if([3876].includes(_form.getId())) {

                        window.dataLayer.push({
                            'event': 'newsletter_signup_complete',
                            'eventCallback': function() {

                                if(follow_up_url) {
                                    window.location.href = follow_up_url;
                                }
                            }
                        });

                        return false;
                    }
                });
            });
        }</script> <script>if(typeof(jQuery) !== 'undefined') {
                $ = jQuery.noConflict();
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			function getUrlParameter(sParam) {
    var sPageURL = decodeURIComponent(window.location.search.substring(1)),
        sURLVariables = sPageURL.split('&'),
        sParameterName,
        i;

    for (i = 0; i < sURLVariables.length; i++) {
        sParameterName = sURLVariables[i].split('=');

        if (sParameterName[0] === sParam) {
            return sParameterName[1] === undefined ? true : sParameterName[1];
        }
    }
}
$(window).load(function(){
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    if(videoID !== undefined){
        if($('#wistia-' + videoID + '-1').length){
    	    var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
    	    videoName = videoName[0].id
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       if($('a[href="#' + videoName +'"]').length){
            $('a[href="#' + videoName +'"]').each(function(){
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        addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
        addScript('https://fast.wistia.com/assets/external/E-v1.js');
        $('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
    
         window._wq = window._wq || [];
        _wq.push({ id: videoID, onReady: function(video) {
            var video = Wistia.api(videoID);
            video.popover.show(); // open the popover
            video.play(); // play the video
            setTimeout(function(){video.unmute();}, 500);
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});</script> <style>#adBanner {
        background-color: transparent;
        height: 0;
        width: 1px;
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