Post on 09-Jan-2017
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3 Easy Steps to a Personalized Website
Mike TelemVP Product MarketingMarketo
David MyersProduct ManagerMarketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Agenda
• What and why of Web Personalization
• 3 easy steps to personalization
• Product features
• Examples & case studies
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Prospects (Your Web Visitors)
Picture this… Every month
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People are Different
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Real-Time Web Personalization
Speed“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” Microsoft Research
Relevancy“82% of prospects value content targetedto their specific industry” MarketingSherpa
Personalizing your prospects experience while they are engaged and attentive
The Right Channel83% of B2B buyers say company websites are the most popular channel for their online research. MarketingProfs
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Typical Motivations
Top Funnel Conversion Optimization (Qualified LeadGen)
Accelerated Nurturing
Account-Based Marketing
Advertising Budget Optimization
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Top 5 Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
3 Easy Steps to a Personalized Website
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SEGMENT TARGET MEASURE
Organization Industry Revenue
Customer Journey
Product Interest Persona Territory
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SEGMENT TARGET MEASURE
Location Vertical
Case StudiesLocal Events
• Relevant content for segment
• Leverage existing content
• Repurpose content
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SEGMENT TARGET MEASURE
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SEGMENT TARGET MEASURE
3 Easy Steps - Examples
Target Segments Goal:Engagement
FinanceBank of America OR Wells Fargo
Case Study
HealthcareTop Hospital
Customer
Testimonial
Ongoing Web Campaigns
Target Segments Goal:Registration
EnterpriseGlobal Trends
Webinar
U.S. CustomersAnnual
Conference
Registration
Point-in-Time Web Campaigns
3 Easy Steps - Examples
Target Segments Awareness Interest Decision
FinanceState of the
Economy
Infographic
Bank of America OR Wells Fargo
Case Study
Advanced Solutions
User Group
HealthcareCompany Intro for
Healthcare
Intro Video
Top Hospital Customer
Testimonial
Annual Executive Summit
Conference
Buyer Journey Web Campaigns
Personalization Case Studies & Examples
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Location-Based
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Location-Based (Houston)
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Location-Based (Seattle)
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Vertical-BasedDefault View
Personalized for Visitors from the Healthcare Industry
Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
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Sales Stage: API Security
.
Solutions How To BuyValidationEducationAwareness
Lead Score >10050< Lead Score <100
20< Lead Score <50
Known Lead Score <20Anonymous
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Account-Based Marketing (ABM)
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Account-Based Marketing (ABM)
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Behavioral
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Behavioral
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Persona
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Persona
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Case Studies
RTP campaigns generate click-
thru rates of 15%-20%
Visitor presented with personalized convert
converted 5x more
Over 390% increase in avg. time
on site for visitors viewing
personalized content
Up to 14% CTR on key named
accounts
(B2C) Over 17% avg. CTR on
behavioral campaigns
Product Screenshots
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Marketo Web PersonalizationWeb EngagementsB2B Analytics
Personalized Ads Predictive Content Recommendations
Account-Based Marketing
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Why use Marketo Web Personalization• Firmographic + Behavioral Personalization
• Account-Based Marketing Web Campaigns
• Known Lead Data Personalization
• Content Discovery & Predictive Recommendations
• Quick time-to-value
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Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Hands Free capabilities
Thank you.3 Easy Steps to a Personalized Website
Mike TelemVP Product MarketingMarketo
David MyersProduct ManagerMarketo