Rtp customer workshop webinar march 19 2015 final

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45 minute Marketo Real-Time Personalization (session) reviewing all the best practices, use cases, how-to's and examples to create and execute optimal real-time campaigns on your web and mobile site.

Marketing

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
David Myers
Product Manager, Marketo
Yanir Calisar
Tier 3 Support, Marketo

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Overview
• Top 5 Use Cases
• New and Advanced Features
• Account-Based
• A/B Testing
• Known Leads
• B2B Analytics
• Remarketing
• Upcoming Feature Releases
• Resources

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Top 5 Use Cases
• Location
• Vertical
• Account-Based
• Behavioral
• Individual (Known Lead)

Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
• Vertical
Target Segments
Anonymous
1st-2nd visit
Anonymous
3rd-5th Visit
Known Lead Score > 75
HealthCare
Company Intro for
Healthcare Specialists
Intro Video
1. Public Hospital
2. Private Hospital
Testimonial
How Video Boosts
Health Services by 45%
White Paper
Annual Executive
Healthcare Summit
Conference
Web Nurturing

Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
• Persona
Target Segments
Anonymous
1st-2nd visit
Anonymous
3rd-5th Visit
Known Lead Score > 75
CEO / Decision Maker
State of the Video
Conferencing
Infographic
1. Top Customer A
2. Top Customer B
Case Study
Making the right Video
Conf. decisions
Data Sheet
Why our solutions
trump the others
Comp. Comparison
Web Nurturing

Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
• Account-Based
Target Segments
Anonymous
1st-2nd visit
Anonymous
3rd-5th Visit
Known Lead Score > 75
Top 100 East Coast Banks
State of the Economy
OR 10 Top Banks
Blog Post
Bank of America
Success Story
How Video Conf. can
Help You
Live Demo
Advanced Solutions
User Group
Web Nurturing

New and Advanced Features
Account-Based
A/B Testing
Individual Based
Analytics
Ad Remarketing

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Account-Based Marketing (ABM)
“Focus on those accounts most likely to
generate revenue.”
Target prospects based on Industry,
Revenue and Named Accounts.

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Financial SAP Users High Schools Your Customized
Named Account List
• Mid-West Target Accounts
• Top 50 Retail Accounts
• Key Enterprise Accounts
• Existing Customers
• Prospects using Specific
Technology
Account-Based Marketing

Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Uploading a Named Account

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Segmenting a Named Account

Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Creating a Campaign

Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
A/B Testing and Auto-Tune
• 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 16Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
A/B Testing and Auto-Tune

Known Leads
1:1 Individual-Based Personalization

Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Segmenting Known Lead Data

Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
B2B Analytics
• Append RTP data to web analytics platforms
• Organizations, Industry, Segments, Campaign Performance Data
• See best performing channels per vertical/organizations
• Compare RTP campaign performance to site averages

Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
B2B Analytics
Dashboard – Organizations, Industry, Segment, Account-Based

Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Prospect
Prospect Returns to your site
Your Site Prospect is
Tracked
Prospect
Leaves
Your Ad on
Other Sites
Remarketing
• Show ads to people who have visited your website

Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Remarketing (General)

Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Personalized Remarketing (Enterprise)

Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Personalized Remarketing (General)

Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Personalized Remarketing (Higher Education)

Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Remarketing

Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Remarketing – Segmented Audience

Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Remarketing in Google and Facebook

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Recap

Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Recap
• Account-Based Lists
• A/B Testing and Auto-Tune
• Known Leads
• Analytics
• Remarketing Ads

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Upcoming Features

Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Upcoming Features
• Email/Program campaign Segmentation
• Manage your Lead Data Fields in RTP
• Graphical Enhancements to the Content
Recommendation Engine
• and more…

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Resources

Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Resources
docs.marketo.com

Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Resources
Discussions / Ideas - community.marketo.com

Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015
Resources
Webinars / Resources - Marketo.com/targeting-and-personalization/

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Q and A

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
Real-Time Personalization Hands-On Workshop
dmyers@marketo.com / ycalisar@marketo.com
marketo.com/personalization
@marketo

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Rtp customer workshop webinar march 19 2015 final

2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Overview • Top 5 Use Cases • New and Advanced Features • Account-Based • A/B Testing • Known Leads • B2B Analytics • Remarketing • Upcoming Feature Releases • Resources

3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Top 5 Use Cases • Location • Vertical • Account-Based • Behavioral • Individual (Known Lead)

4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 • Vertical Target Segments Anonymous 1st-2nd visit Anonymous 3rd-5th Visit Known Lead Score > 75 HealthCare Company Intro for Healthcare Specialists Intro Video 1. Public Hospital 2. Private Hospital Testimonial How Video Boosts Health Services by 45% White Paper Annual Executive Healthcare Summit Conference Web Nurturing

5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 • Persona Target Segments Anonymous 1st-2nd visit Anonymous 3rd-5th Visit Known Lead Score > 75 CEO / Decision Maker State of the Video Conferencing Infographic 1. Top Customer A 2. Top Customer B Case Study Making the right Video Conf. decisions Data Sheet Why our solutions trump the others Comp. Comparison Web Nurturing

6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 • Account-Based Target Segments Anonymous 1st-2nd visit Anonymous 3rd-5th Visit Known Lead Score > 75 Top 100 East Coast Banks State of the Economy OR 10 Top Banks Blog Post Bank of America Success Story How Video Conf. can Help You Live Demo Advanced Solutions User Group Web Nurturing

7. New and Advanced Features Account-Based A/B Testing Individual Based Analytics Ad Remarketing

8. Account-Based

9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Financial SAP Users High Schools Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology Account-Based Marketing

14. A/B Testing and Auto-Tune

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 A/B Testing and Auto-Tune • 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

17. Known Leads 1:1 Individual-Based Personalization

19. B2B Analytics

20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 B2B Analytics • Append RTP data to web analytics platforms • Organizations, Industry, Segments, Campaign Performance Data • See best performing channels per vertical/organizations • Compare RTP campaign performance to site averages

21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 B2B Analytics Dashboard – Organizations, Industry, Segment, Account-Based

22. Remarketing

23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Prospect Prospect Returns to your site Your Site Prospect is Tracked Prospect Leaves Your Ad on Other Sites Remarketing • Show ads to people who have visited your website

32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Recap • Account-Based Lists • A/B Testing and Auto-Tune • Known Leads • Analytics • Remarketing Ads

34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Upcoming Features • Email/Program campaign Segmentation • Manage your Lead Data Fields in RTP • Graphical Enhancements to the Content Recommendation Engine • and more…

37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Resources Discussions / Ideas - community.marketo.com

38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 3/19/2015 Resources Webinars / Resources - Marketo.com/targeting-and-personalization/

Editor's Notes

Update with new cover from visual brand deck.
Image – Dimensions
Image – Dimensions
Image – Dimensions
Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft
Show Segmentations Campaigns
Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft
Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft

Rtp customer workshop webinar march 19 2015 final

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Editor's Notes