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Real-Time Personalization: Top 5 Use Cases to Boost Conversions

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Tools, Tips, and Tricks to Extend Your Marketing Reach David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Overview • Transformation of marketing • What is Real-Time Personalization? • Top 5 personalization use cases to boost conversions • Location-based • Behavior/context-based • Vertical/industry-based • Account-based • Persona-based • Advanced use cases and optimization • Getting started
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Transformation of Marketing
Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Transformation of Marketing THEN NOW #1 #2 #3 #4 Demographic Targeting The Age of Context One Size Fits All Every Channel Personalized Campaigns Continuous Conversations Isolated Channels Coordinated Experiences
© 2014 Marketo, Inc. Marketo Proprietary and Confidential What is Real-Time Personalization?
Page 6 © 2014 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
Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 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
Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Personalization Who Target Audience Vertical Account-Based Persona What Content Case Studies Videos Webinars Where Website Email Mobile Ads
Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Real-Time Personalization Who What Where Firmographic Persona Product intent Customer journey Price sensitivity
Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Real-Time Personalization Who What Where Content Calls-to-Action User experience Images Product offers
Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Real-Time Personalization Who What Where Email Website Mobile Advertisement (banners, landing pages) Offline (trade shows, phone calls)
Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How: 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
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Top 5 Real-Time Personalization Use Cases to Boost Conversions
Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Top 5 Real-Time Personalization Use Cases • Location-based • Behavior/Context-based • Vertical-based • Account-based • Persona-based
Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location-based personalization • Events • Trade Shows, Road Shows • Live Webinars, On Demand • Global, Territory-based • Offerings per region, country • Language-based • Regulations
Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Context-based Clicks on site Number of visits Pages viewed Customer Journey Search terms Browser Device Product Interest
Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Context-based
Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Context-based
Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Financial Telecom Healthcare Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Using Specific Technologies • Using Competitor’s Products
Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
Page 33 © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPage 33 © 2014 Marketo, Inc.#mktgnation14
Page 34 © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPage 34 © 2014 Marketo, Inc.#mktgnation14 Customized messaging for visitors who use other marketing automation
Page 35 © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPage 35 © 2014 Marketo, Inc.#mktgnation14 Customized messaging for visitors who use other marketing automation
Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Persona-based • Create individualized, customer-driven interactions • Based on known leads data and behavior • Unify customer conversations across all channels • Continue the dialog through personalized inbound and outbound channels
Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Persona-based
Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Persona-based
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Advanced Use Cases
Page 40 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Advanced Real-Time Personalization Use Cases • Combining the Top 5 o Location + Vertical o Account-Based + Persona o Vertical + Behavior o … • A/B Testing and Auto-Tune • Content Recommendation Engine
Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Combination (Behavioral + Vertical)
Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Combination (Behavioral + Vertical)
Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Combination (Behavioral + Vertical)
Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A A/B Testing
Page 45 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A/B Testing B
Page 46 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A/B Testing C
Page 47 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation Engine • Auto-engage prospects with relevant content assets based on big data machine-learning and predictive analytics • Learns which content works best across all visitors • Create AMAZON like content recommendations • Boosting content consumption • Results show 260% increase in content consumption
Page 48 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation Engine
Page 49 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
Page 50 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
Page 51 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation (Mobile)
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started
Page 53 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 3 W’s for Real-Time Personalization Who Target Audience Vertical Account-Based Persona What Content Case Studies Videos Webinars Where Website Email Mobile Ads
Page 54 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started is Easy Any CMS, Zero IT Real-Time campaigns in seconds Hands Free capabilities
Page 55 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Extend your marketing reach - Identify, engage, nurture thousands of anonymous prospects • Use the 3 W’s model to turn your prospects into qualified leads with Real-Time Personalization • Getting started is easier than you think
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Real-Time Personalization Tools, Tips, and Tricks to Extend Your Marketing Reach contact: mtelem@marketo.com / dmyers@marketo.com more info: marketo.com/personalization

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Real-Time Personalization: Top 5 Use Cases to Boost Conversions

  • 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Tools, Tips, and Tricks to Extend Your Marketing Reach David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
  • 2. Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Overview • Transformation of marketing • What is Real-Time Personalization? • Top 5 personalization use cases to boost conversions • Location-based • Behavior/context-based • Vertical/industry-based • Account-based • Persona-based • Advanced use cases and optimization • Getting started
  • 3. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Transformation of Marketing
  • 4. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Transformation of Marketing THEN NOW #1 #2 #3 #4 Demographic Targeting The Age of Context One Size Fits All Every Channel Personalized Campaigns Continuous Conversations Isolated Channels Coordinated Experiences
  • 5. © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is Real-Time Personalization?
  • 6. Page 6 © 2014 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
  • 7. Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 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
  • 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Personalization Who Target Audience Vertical Account-Based Persona What Content Case Studies Videos Webinars Where Website Email Mobile Ads
  • 9. Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Real-Time Personalization Who What Where Firmographic Persona Product intent Customer journey Price sensitivity
  • 10. Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Real-Time Personalization Who What Where Content Calls-to-Action User experience Images Product offers
  • 11. Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential The 3 W’s of Real-Time Personalization Who What Where Email Website Mobile Advertisement (banners, landing pages) Offline (trade shows, phone calls)
  • 12. Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential How: 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
  • 13. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Top 5 Real-Time Personalization Use Cases to Boost Conversions
  • 14. Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Top 5 Real-Time Personalization Use Cases • Location-based • Behavior/Context-based • Vertical-based • Account-based • Persona-based
  • 15. Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location-based personalization • Events • Trade Shows, Road Shows • Live Webinars, On Demand • Global, Territory-based • Offerings per region, country • Language-based • Regulations
  • 16. Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
  • 17. Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
  • 18. Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
  • 19. Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
  • 20. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Location Example
  • 21. Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Context-based Clicks on site Number of visits Pages viewed Customer Journey Search terms Browser Device Product Interest
  • 22. Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Context-based
  • 23. Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Behavioral / Context-based
  • 24. Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
  • 25. Page 25 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
  • 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
  • 27. Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
  • 28. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
  • 29. Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Vertical-based
  • 30. Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
  • 31. Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Financial Telecom Healthcare Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Using Specific Technologies • Using Competitor’s Products
  • 32. Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
  • 33. Page 33 © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPage 33 © 2014 Marketo, Inc.#mktgnation14
  • 34. Page 34 © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPage 34 © 2014 Marketo, Inc.#mktgnation14 Customized messaging for visitors who use other marketing automation
  • 35. Page 35 © 2014 Marketo, Inc. Marketo Proprietary and ConfidentialPage 35 © 2014 Marketo, Inc.#mktgnation14 Customized messaging for visitors who use other marketing automation
  • 36. Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Persona-based • Create individualized, customer-driven interactions • Based on known leads data and behavior • Unify customer conversations across all channels • Continue the dialog through personalized inbound and outbound channels
  • 37. Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Persona-based
  • 38. Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Persona-based
  • 39. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Advanced Use Cases
  • 40. Page 40 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Advanced Real-Time Personalization Use Cases • Combining the Top 5 o Location + Vertical o Account-Based + Persona o Vertical + Behavior o … • A/B Testing and Auto-Tune • Content Recommendation Engine
  • 41. Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Combination (Behavioral + Vertical)
  • 42. Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Combination (Behavioral + Vertical)
  • 43. Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Combination (Behavioral + Vertical)
  • 44. Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A A/B Testing
  • 45. Page 45 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A/B Testing B
  • 46. Page 46 © 2014 Marketo, Inc. Marketo Proprietary and Confidential A/B Testing C
  • 47. Page 47 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation Engine • Auto-engage prospects with relevant content assets based on big data machine-learning and predictive analytics • Learns which content works best across all visitors • Create AMAZON like content recommendations • Boosting content consumption • Results show 260% increase in content consumption
  • 48. Page 48 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation Engine
  • 49. Page 49 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
  • 50. Page 50 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation
  • 51. Page 51 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation (Mobile)
  • 52. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started
  • 53. Page 53 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 3 W’s for Real-Time Personalization Who Target Audience Vertical Account-Based Persona What Content Case Studies Videos Webinars Where Website Email Mobile Ads
  • 54. Page 54 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started is Easy Any CMS, Zero IT Real-Time campaigns in seconds Hands Free capabilities
  • 55. Page 55 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Extend your marketing reach - Identify, engage, nurture thousands of anonymous prospects • Use the 3 W’s model to turn your prospects into qualified leads with Real-Time Personalization • Getting started is easier than you think
  • 56. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Real-Time Personalization Tools, Tips, and Tricks to Extend Your Marketing Reach contact: mtelem@marketo.com / dmyers@marketo.com more info: marketo.com/personalization

Notas do Editor

  1. From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
  2. Speed Stat: Microsoft Research “the average page visit lasts less than a minute” “people only have time to read a quarter of the text on the pages that they visit”. (NN Group) Relevancy Marketing Sherpa
  3. In this example, we identify the prospect as a CEO, with a low lead score, at an early stage of the process, as they come to the Turner Technology site, they will see a Testimonial (early stage content) from a CEO executive promoting the product.
  4. In this example, we identify the prospect as a CEO, with a low lead score, at an early stage of the process, as they come to the Turner Technology site, they will see a Testimonial (early stage content) from a CEO executive promoting the product.