Xerox Real Time Personalization Pilot – Case Study
Xerox Digital Marketing Janel Draz April 2016–December 2016
What is RTP?
Marketo Web Personalization, also known as Real-Time Personalization, (RTP) is a targeting &
personalization platform that helps you engage thousands of prospects on your web site in real-time
based on who they are and what they do.
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Types of RTP campaigns: In-Zone: These campaigns replace content, such as a hero image or banner at the top of a page, with “personalized” content that is tailored to specific audience segment. Less invasive and provides a seamless experience for the user. Widget: This is a text or image based box that is fixed and appears on the vertical edge of a web page. Users have the option to collapse the widget, and then reopen it as they absorb content on a page. This would be our second recommendation behind in-zone campaigns, because widgets are less invasive, and a more helpful experience. Pop-up (or dialog): This is a lightbox, pop-up message over a specific page, and is our third recommendation in most cases. Current campaigns running pop-ups on the Xerox site have custom code to include a delay and specific placement. Marketo is currently developing an out-of-the-box option to delay the pop-ups upon entry, which will improve the user experience.
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How does RTP work?
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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Segments • Location – Country, State, City or Zip code • Industries • Organization Group
• Fortune 500 - Includes only Fortune 500 companies in this segment
• Fortune 1000 - Includes only Fortune 1000 companies in this segment
• Global 2000 - Includes the Global 2000 companies in this segment
• Enterprise - Includes organizations with more than 1,000 employees and revenue greater than $250M
• SMB - Includes only small and medium businesses in this segment
• Named Accounts – Organizations or Named Account List
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Segments - continued
• Known Leads • Behavioral – Visits, Search Terms, Referrals, Include Pages,
Exclude Pages • Device / Browser – Mobile or Browser • Application program interface (API) – Custom code
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Challenge Convert anonymous Xerox website visitors to known leads or move them further down the web/marketing
funnel to more engaged website actions.
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Research Engagement Pre-Sale
Website Funnel
Marketing Funnel
Scope • Office Products Site
• General office product traffic is about 500k anonymous visitors per month
• US Website • Anonymous visitors
• Not targeting known visitors from Marketo
• Limited custom code for RTP • Test each type of RTP Campaign for a total of 6
• Popup, Widget, In-Zone
• Develop a process in order to scale the program after the pilot
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Team
Team was scaled down to help remove obstacles and streamline implementation. Core Team • 2 Agency Partners
• Program / Project Management & Strategy – Mambo
• Marketo RTP Implementation & Coding – Elixiter
• Xerox • Digital Marketing Manager
• Marketo Program Manager
• Product Marketing Manager
• Sponsor
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Pilot Campaigns by Marketing Funnel
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Campaign Example – In-Zone Office SMB Page Banner replaced for SMB visitors to offer Printer Rebates Page
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Campaign Example – Pop Up Targeted Office Product Pages to offer the Request a Print Sample form for SMB visitors. • Average: 71 clicks
per month. • Tripled Form
Submissions • 16% close rate
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Campaign Example - Widget
Office Product Pages with Chat available would show a tab on the left side that opened to offer a chat session to SMB visitors. • Widget Chat Campaign
increased chat sessions on product pages by 10%.
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Hurdles
- System setup - Drupal DIV IDS
- Multiple Marketo Instances
- Company Split - Impacted resources and funding
- Reporting - Out of box reporting was very basic but not additional resources
- Segment Limitations - SMB RTP Segment was limited because small and medium business are using
IP addresses from internet providers.
- Escalations - Challenging to get responses quickly
- Xerox Business Split - Lost resources and funding to move to phase 2 and implement new campaigns
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Results Summary
• Print Sample Form pop up box campaign tripled submissions with a
16% close rate. • Widget Chat Campaign increased chat sessions on product pages by
10%. • Mobile targeted campaign pop up was not successful • Higher than average click thru rates for 4 campaigns 2-4%
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Key Learning's - Experienced team members / partners
- Accelerated implementation and targeted results
- Research features upfront - SMB Segment and Reporting were limited
- Good escalation path - To help solve questions and problems quickly
- Narrow scope for initial pilot - Started too broad which slowed the initial rollout
- Test, Measure, Improve -> Iterate - Agile Marketing approach to quickly get one piece up and running and build on it or
refine it.
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Resources
- Marketo RTP White Paper - https://www.marketo.com/definitive-guides/the-definitive-guide-to-web-personalization/
- Marketo RTP Documentation - http://docs.marketo.com/display/public/DOCS/Web+Personalization+-+RTP
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