• What and why of Web Personalization • Product features and competitive Advantage • Examples & Case Studies

1. Marketo Web Personalization
Mike Telem
VP Product Marketing
Real-Time Personalization

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Agenda
• What and why of Web Personalization
• Product features and competitive Advantage
• Examples & Case Studies

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Real-Time Web 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
The Right Channel
83% of B2B buyers say company websites are the
most popular channel for their online
research. MarketingProfs

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Typical Motivations
Top Funnel Conversion Optimization (Qualified LeadGen)
Accelerated Nurturing
Account-Based Marketing
Advertising Budget Optimization

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Top 5 Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals

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Marketo Web Personalization
Web EngagementsB2B Analytics
Personalized Ads Predictive Content
Recommendations
Account-Based Marketing

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Marketo Web Personalization
B2B Analytics
• Identify top funnel (anonymous) firmographics
• Organization, Industry, Size, Revenue
• Enrich and integrate with Google Analytics &
Adobe SiteCatalyst
• Works with any CMS
Web Engagements
• Flexible Segmentations
• Firmographics + Behavior
• Known Lead Data
• Title, Product Interest, Score
• Targeted Campaigns
• Dialog, In Zone, Widget, API
• A/B Testing, auto-tuning
Personalized Ads Predictive Content
Recommendations
• Automated content discovery
• Predictive analytics
• Automated content recommendations
• Google Display Network
• Facebook Remarketing network
• Remarketing Ads based on
• Firmographics
• Behavior
• Known Lead Data
ABM
• Manage Named Account Lists
• Engage key accounts across
channels
• Sales Intelligence

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Competitive Advantage
• Firmographic + Behavioral Personalization
• Account-Based Marketing Web Campaigns
• Known Lead Data Personalization
• Content Discovery & Predictive Recommendations
• Quick time-to-value

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Advantage over Adobe
Adobe Test and Target cannot:
• Identify firmographic info for anonymous visitors (which is most visitors) such as
company, industry size, revenue and cannot personalize to them.
• Run any sort of ABM campaign
• Tie into MLM data (theoretically with API, practically, cannot) to engage based
on score, title, past event registration, product interest, etc.
• Add behavioral and location data to firmographics and lead data for further
personalization
• Retarget specific prospects/customers with event promotion ads in google and
Facebook based on the above data (firmographics, lead data)

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Advantage over Demandbase (DB)
• Marketo Web Personalization (WP) can target based on firmographics AND
behavior (intent). DB only firmographics.
• We are much more resource-friendly, cost – efficient and provide an actual UI
that you can generate campaigns and measure results. With DB, you must
integrate with a CMS.
• WP has predictive content using machine learning to auto-optimize results and
discover content and offer a content recommendation engine. DB does not.
• WP requires no IT or coding, which provides a much quicker time to value.

11. Predictive Content
Recommendations

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Predictive Content Recommendation Engine
1. Auto-Discovers and maps all of your content assets
2. Learns which content works best and for who
3. Recommends relevant content to web visitors & leads
Increases content consumption and onsite engagement

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• Auto-discover your content
• Analyze and track behavior to discover assets
DISCOVER LEARN RECOMMEND

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• Record actual content consumption
• Analyze performance for different audiences
• Learn what works best for who
DISCOVER LEARN RECOMMEND
Machine Learning

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DISCOVER LEARN RECOMMEND
Automatic Content Discovery

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• Identify similar web visitors
• Discover content connections
• Recommend most relevant content
DISCOVER LEARN RECOMMEND

17. Personalization Examples &
Case Studies

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Case Studies
RTP campaigns generate click-
thru rates of 15%-20%
Visitor presented with personalized convert
converted 5x more
Over 390% increase in avg. time
on site for visitors viewing
personalized content
Up to 14% CTR on key named
accounts
(B2C) Over 17% avg. CTR on
behavioral campaigns

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Case Studies (Hortonworks)
www.marketo.com/customers/hortonworks/
Average visit duration increased by 313%
Top campaign conversion rate increased by 47%
average pages per visit increasing 163%
Lead routing accuracy increased by 43%

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Case Studies (Schooldude)
www.marketo.com/customers/schooldude/
30% of Webinar registrations attributed to ABM
400+ Summit registrations attributed to geo targeting/personalization
140,000+ institutions tracked for personalization
increased average session duration by 394%
Average pages per session by 405%

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Case Studies (Nice Systems)
www.marketo.com/customers/nice-systems/
Visit duration up 193% and pages visited up 103% for visitors who engaged with
web personalized campaigns
450% increase in video content consumption with web personalization
Visitors presented with personalized content convert 5X more than average and
account for approximately 30% of goal completions

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Location-Based

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Location-Based (Houston)

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Location-Based (Seattle)

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Vertical-Based
Default View
Personalized for Visitors from the
Healthcare Industry
Higher engagement, with average visit duration rising
313% and average pages per visit increasing 163%.

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Sales Stage: API Security
RTP used to target visitors off of lead score. Created 5 separate campaigns for each stage of the
nurture process.
Solutions How To BuyValidationEducationAwareness
Lead Score >100
50< Lead Score
<100
20< Lead Score
<50
Known Lead Score
<20
Anonymous
All Widgets are segmented to appear on the API Management Page. Their targeting allows them
to all run simultaneously on the same page with out overlap.

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Account-Based Marketing (ABM)

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Account-Based Marketing (ABM)

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Behavioral

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Behavioral

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Persona

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Persona

33. Product Screenshots

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Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Hands Free capabilities

41. Thank you.