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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Real-time Personalization
How to optimize your website and boost conversions
David MyersProduct Expert
Mike Telem Insightera Co-founder
Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Insightera, a Marketo Company
• Real-time targeting and personalization platform• Leveraging big data and predictive analytics to
interact with prospects throughout the customer lifecycle
Page 3© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Overview
• What is real-time personalization and how it works
• The who, what and where of personalization
• Successful personalization use cases
• How to get started with your own personalized campaigns
Page 4© 2013 Marketo, Inc. Marketo Proprietary and Confidential
What is Personalization?
The combination of:
• Identifying a person’s attributes (Intent, potential, behavior, profile
and/or firmographics)
• Customizing their experience by presenting them with relevant
content, calls-to-action or visuals
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What is Real-time 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 targeted to their specific industry” (MarketingSherpa)
Personalizing your prospects experience while they are
engaged and attentive
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B2B Personalization Attributes
Organization
Industry
Revenue
Customer journey
Size
Persona
Territory
Page 8© 2013 Marketo, Inc. Marketo Proprietary and Confidential
B2C Personalization Attributes
Customer journey
Geo-location
Price sensitivity
Buying history
Product intent
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The 3 W’s of Personalization
Who What Where
Firmographic
Persona
Product intent
Customer journey
Price sensitivity
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The 3 W’s of Personalization
Who What Where
Content
Calls-to-Action
User experience
Images
Product offers
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The 3 W’s of Personalization
Who What Where
Website
Mobile
Advertisement (banners, landing pages)
Offline (trade shows, phone calls)
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Real-time Personalization
• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
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The Process
WhoTarget Audience
VerticalPersona
WhatContent
Case StudiesVideos
WhereWebsite Email Mobile
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The Process
WhoTarget Audience
VerticalPersona
WhatContent
Case StudiesVideos
WhereWebsite Email Mobile
• Any CMS, Any Content, Zero IT
• Leveraging big data and predictive analytics to recommend
content in real-time
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Use Case
• Panaya is a software vendor that helps companies reduce ERP upgrade time and costs
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Use Case
• New Target Market: Oracle ERP users
WhoOracle Users
Account-Based ListsDigital Behavior
WhatContent
Banners / LogosVideos
WhereWebsite
Mobile
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Real-time Personalization (Account-based)
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Real-time Personalization (Account-based)
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Real-time Personalization (Account-based)
25%CTR
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Real-time Personalization (Industry)
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Real-time Personalization (Industry)
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Real-time Personalization (B2C Behavioral)
Page 24© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Real-time Personalization (B2C Behavioral)
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Optimization and Auto-Tuning
• Optimize site content and landing pages by A/B testing different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the most effective CTA or content
Page 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Content Discovery and Recommendation• Auto-discover and map content• Auto-engage prospects with recommended content using
machine-learning and predictive analytics• Boosts content ROI
Page 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Real-time Personalization Use Cases
• Vertical Campaigns
• Event Promotions
• Account-Based Marketing
• Focus on the accounts most likely to generate revenue. Target based on: Industry, Revenue
and Named Accounts.
• 1:1 Marketing
• Target relevant personas and decision makers. Present them with the content they want, at
the right time.
• Nurture prospects based on their stage in the buying cycle or product interest.
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Personalization Results
Better Analytics
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Personalization Results
Better Analytics
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Personalization Results
2.4x
2.9x
Improved site performance
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Personalization Results
• A printing technology customer ran a personalized, geo-located campaign in several languages and received 7x more engagement (15% clickthrough rates).
• Result: 5x more downloads for White Papers
Content Consumption
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Personalization Results
“25% of prospects from an Insightera campaign converted
into leads, it exceeded our expectations. We are now
identifying prospects in the sales cycle and providing them with
relevant content in real-time. A lead generation success.” –
Ericom VP Marketing Ilan Paretsky
Improvement in conversion rates
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Value of Personalization
Extend marketing automation reach
Educate and nurture inbound prospects
Turn anonymous prospects into qualified leads
Lower cost per lead
Optimize budget spend
Create meaningful customer interactions
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Getting Started
WhoTarget Audience
VerticalPersona
WhatContent
Case StudyVideo
WhereWebsite Email Mobile
• The Who, What, Where
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Getting Started
Where to start?
Analytics
Identify high yield targets
Start personalizing
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Key Takeaways
• The 3 W's of Personalization: Who, what, where
• Firmographics and behavior are key
• Real-time personalization is about speed and relevancy
• Leverage big data and predictive analytics
• Getting started is easier than you think