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Change the Face of B2C Marketing with Personalization! David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
Change the Face of B2C Marketing with Personalization!
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Overview
• Marketing and the evolution of personalization• The buyer’s journey and considered purchases• What is personalization?• Leveraging deeper customer insights and data• Channel Personalization and Web examples
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Marketing Transformation
FROM TO
Via mass advertising As individuals
Based on who they are Based on what they do
Using point in time campaigns Continuous conversations
Across few / isolated channels Wherever they are
With unclear objectives Always directed towards a goal
Interacting with People
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Engage People:
We call this
Engagement Marketing
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
What Consumers Say
74%Consumers frustrated with
irrelevant offers, ads, promotions
40%Buy more from retailers who
personalize
Source: Janrain & Harris Interactive, MyBuys
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Evolution of Personalization
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Evolution of B2C Personalization
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Need CarAsk
FriendsVisit
ShowroomBuying
DecisionBuyCar
Buyer Journey 2.0
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What is Personalization?The combination of:
Identifying a person’s attributes
Intent, potential, behavior, profile and buying history
Customizing their experience
by presenting them with relevant content, calls-to-action or visuals
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Considered Purchase
The Buyer
• Higher value purchase
• Additional research & longer decision
The Seller
• More data and insights into buyer
• More touch points with longer cycle
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Types of Data
Customer Journey
Stage in cycle, nurturing score
Online Behavior
Search terms, referral pages, products viewed
Buyer Profile
Demographics, interests, geo-location, device
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Buyer Journey
Geo-Location
Price Sensitivity
Buyer Profile
Buying History
Product Intent
Personalization Attributes
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Top Use Cases
Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Nurturing across channels
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Where to Personalize
Website Email Ads Mobile
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Web Personalization
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
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Ads Retargeting
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Mobile
Web Personalization Examples
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Location-BasedCanadian Visitors Australian Visitors
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Behavioral
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Behavioral (honeymoon search & referral)
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Behavioral (honeymoon search & referral)
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Known Buyer
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Key Takeaways
• Listen and Respond to buyers
• Personalization the key for considered purchases
• Leverage deeper customer insights and data
• Nurture & engage each step of the cycle across channels
Thank you
Change the Face of B2C Marketing with Personalization!
www.marketo.com/personalization
