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Real-Time Personalization: How to Optimize Your Website and Boost Conversions

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Today's marketer delegates 42% of their budget to attracting new website prospects. What does this mean for you? It means that personalization is key. Without it, you cannot engage with prospects with …

Today's marketer delegates 42% of their budget to attracting new website prospects. What does this mean for you? It means that personalization is key. Without it, you cannot engage with prospects with relevant content or propel them through the funnel. How can you get the most out of your budget spend and generate high quality leads?

In this must-see webinar, Insightera's Mike Telem and David Myers will help you discover:

- What real-time personalization is and how it works
- How to determine prospect industry, company, and actual behavior — even if they're unknown
- Real examples of successful use cases
- How you can get started with your own personalized campaigns

More in: Technology , Business
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    No notes for slide
  • 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
  • Image – Dimensions
  • Image – Dimensions
  • Image – icons imagesDimensions – open slideWhat dimensions
  • Images: WP, video, CTA
  • Images
  • Update the 25% CTR
  • Better example
  • Better example
  • Question: Make sense, seeing good results, but Can everyone start doing, what are minimal requirements?(visits, content)

Transcript

  • 1. Real-time Personalization How to optimize your website and boost conversions Mike Telem David Myers Insightera Co-founder Product Expert © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. 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 2 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. 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 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. 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 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. 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 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Personalization Attributes © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. B2B Personalization Attributes Organization Size Industry Persona Revenue Territory Customer journey Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. B2C Personalization Attributes Customer journey Geo-location Price sensitivity Buying history Product intent Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. The 3 W’s of Personalization Who What Where Firmographic Persona Product intent Customer journey Price sensitivity Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. The 3 W’s of Personalization Who What Where Content Calls-to-Action User experience Images Product offers Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. The 3 W’s of Personalization Who What Where Email Website Mobile Advertisement (banners, landing pages) Offline (trade shows, phone calls) Page 11 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. 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 Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. The Process Who Where Target Audience Vertical Persona Page 13 © 2013 Marketo, Inc. What Content Case Studies Videos Website Email Mobile Marketo Proprietary and Confidential
  • 14. The Process Who What Where Target Audience Vertical Persona Content Case Studies Videos Website Email Mobile • Any CMS, Any Content, Zero IT • Leveraging big data and predictive analytics to recommend content in real-time Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Use Cases © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Use Case • Panaya is a software vendor that helps companies reduce ERP upgrade time and costs Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Use Case • New Target Market: Oracle ERP users Who Oracle Users Account-Based Lists Digital Behavior Page 17 © 2013 Marketo, Inc. What Where Content Banners / Logos Videos Website Mobile Marketo Proprietary and Confidential
  • 18. Real-time Personalization (Account-based) Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Real-time Personalization (Account-based) Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Real-time Personalization (Account-based) 25% CTR Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Real-time Personalization (B2C Behavioral) Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Real-time Personalization (B2C Behavioral) Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. 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 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Optimization and Auto-Tune A Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Optimization and Auto-Tune B Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Optimization and Auto-Tune C Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Content Discovery and Recommendation © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. 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 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. 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. • Page 31 © 2013 Marketo, Inc. Nurture prospects based on their stage in the buying cycle or product interest. Marketo Proprietary and Confidential
  • 32. Personalization Results © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Personalization Results Better Analytics Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Personalization Results Better Analytics Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Personalization Results Improved site performance 2.4x 2.9x Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Personalization Results Content Consumption • 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 Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Personalization Results Improvement in conversion rates “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 Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. 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 Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Getting Started • The Who, What, Where Who Where Target Audience Vertical Persona Page 39 © 2013 Marketo, Inc. What Content Case Study Video Website Email Mobile Marketo Proprietary and Confidential
  • 40. Getting Started Where to start? Analytics Identify high yield targets Start personalizing Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 41. 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 Page 41 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. Thank you! Real-time Personalization - How to optimize your website and boost conversions ebook: Personalization 101 contact us: @marketo for more info: marketo.com/software/personalization/ © 2013 Marketo, Inc. Marketo Proprietary and Confidential