Real-Time Personalization: Give the Right Treat or Get Tricked

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Let us treat you to a webinar on how you can engage your target prospects on web and mobile. You'll discover how to engage with them on your main interaction channel, your website.

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Marketo Real-Time Personalization
Engaging Thousands of Prospects and Leads

David Myers
Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo

Overview
• Who are your web visitors?
• Engagement marketing
• Why it’s essential to engage web and mobile visitors
• The who, what and where of Real-Time Personalization
• Popular and effective use cases
• Results and Case Studies
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 3

So, who are your web visitors?
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Who are your web visitors?
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 5

Web Visitors
• SMB
• On avg. 10 - 50K visitors per month
• Enterprise
• 40 - 200K visitors per month
• B2C
• 100K - over 1 mill. visitors per month
90% of companies have more website visitors than leads in
their database
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 6

Your Web Visitors
Picture this… Every month
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 7

Engagement Marketing &
Personalization
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Engagement Marketing
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital

Real-Time Personalization
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 10

Real-Time Personalization
Engage thousands of prospects on your web site and mobile
• The Web is actually your main interaction channel
• Engage your anonymous site visitors and leads based on
Who they are and What they do
• Increase engagement rates and generate more qualified
leads
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 11

Real-Time Personalization
Your Website is your main interaction channel
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 12

Web Visits and Leads
90% of companies have more website visitors than leads in
their database
Leads Web Visitors
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 13

Poll – Web and Mobile Visitors
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Real-Time Personalization
Who they are and what they do
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 15

Based on Who they are and What they do
Organization
Industry
Revenue
Customer Journey
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 16
Size
Persona
Territory
B2B

What does Personalization
look like?
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Vertical
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 19

Vertical
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 20

Location
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 21

Location
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 22

Seeing is Believing
Let’s take a real look
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

5 Use Cases for Real-Time Personalization
• Location
• Behavioral
• Vertical
• Account-Based
• Persona
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 26

Account-Based
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

MPaargkee t2o8 Proprietary and Confidential | © Marketo, Inc. 2014 #mktgnPaagtei 2o8n14 © 2014 Marketo, Inc.

Customized messaging for
visitors who use other marketing
automation
MPaargkee t2o9 Proprietary and Confidential | © Marketo, Inc. 2014 #mktgnPaagtei 2o9n14 © 2014 Marketo, Inc.

Customized messaging for
visitors who use other marketing
automation
MPaargkee t3o0 Proprietary and Confidential | © Marketo, Inc. 2014 #mktgnPaagtei 3o0n14 © 2014 Marketo, Inc.

Persona
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Persona
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 32

Persona
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 33

What results can you expect?
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Results
Engagement
 Average time on site up 103% for those who engaged with RTP
 Personalized offer drives 20% click-thrus to relevant content
Lead Generation
 Identified over 70% of key targeted accounts with 33% click-thrus from
prospects from the financial services vertical
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 35

Results
Revenue Generation
 Fatal Hotel Group engaged visitors show 10X uplift in revenue
generating conversion rates
 Personalized Fattal Club offer drives 3X more click-thru then any
other method
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 36

Getting Started
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Getting Started
 Quick Setup
 Leverage best practices
 Focus on engagement
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 38

Key Takeaways
Engage thousands of prospects on your web site
• The Web is actually your main interaction channel
• Engage your anonymous site visitors and leads
• Based on Who they are and What they do
• Increase engagement rates and generate more
qualified leads
Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 39

Thank you
Engaging thousands of your web and mobile
visitors
contact: mtelem@marketo.com / dmyers@marketo.com
more info: marketo.com/personalization
follow us: @marketo
© 2014 Marketo, Inc. Marketo Proprietary and Confidential

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1. Marketo Real-Time Personalization Engaging Thousands of Prospects and Leads

2. David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo

3. Overview • Who are your web visitors? • Engagement marketing • Why it’s essential to engage web and mobile visitors • The who, what and where of Real-Time Personalization • Popular and effective use cases • Results and Case Studies Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 3

6. Web Visitors • SMB • On avg. 10 - 50K visitors per month • Enterprise • 40 - 200K visitors per month • B2C • 100K - over 1 mill. visitors per month 90% of companies have more website visitors than leads in their database Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 6

9. Engagement Marketing Engage People: • As individuals • Based on what they do • Continuously over time • Wherever they are • Always directed towards a goal • With measurable impact • At the speed of digital

11. Real-Time Personalization Engage thousands of prospects on your web site and mobile • The Web is actually your main interaction channel • Engage your anonymous site visitors and leads based on Who they are and What they do • Increase engagement rates and generate more qualified leads Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 11

12. Real-Time Personalization Your Website is your main interaction channel Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 12

13. Web Visits and Leads 90% of companies have more website visitors than leads in their database Leads Web Visitors Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 13

15. Real-Time Personalization Who they are and what they do Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 15

16. Based on Who they are and What they do Organization Industry Revenue Customer Journey Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 16 Size Persona Territory B2B

17. Based on Who they are and What they do B2C Customer Journey Geo-Location Price Sensitivity Profile Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 17 Buying History Product Intent

26. 5 Use Cases for Real-Time Personalization • Location • Behavioral • Vertical • Account-Based • Persona Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 26

35. Results Engagement  Average time on site up 103% for those who engaged with RTP  Personalized offer drives 20% click-thrus to relevant content Lead Generation  Identified over 70% of key targeted accounts with 33% click-thrus from prospects from the financial services vertical Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 35

36. Results Revenue Generation  Fatal Hotel Group engaged visitors show 10X uplift in revenue generating conversion rates  Personalized Fattal Club offer drives 3X more click-thru then any other method Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 36

38. Getting Started  Quick Setup  Leverage best practices  Focus on engagement Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 38

39. Key Takeaways Engage thousands of prospects on your web site • The Web is actually your main interaction channel • Engage your anonymous site visitors and leads • Based on Who they are and What they do • Increase engagement rates and generate more qualified leads Marketo Proprietary and Confidential | © Marketo, Inc. 2014 Page 39

40. Thank you Engaging thousands of your web and mobile visitors contact: mtelem@marketo.com / dmyers@marketo.com more info: marketo.com/personalization follow us: @marketo © 2014 Marketo, Inc. Marketo Proprietary and Confidential

Editor's Notes

Update with new cover from visual brand deck.
Different value per customer
THIS IS YOUR WEB CHANNEL
So what is engagement marketing? Let’s start with what it isn’t: engagement marketing isn’t about serving your buyers a particular product, or even serving them a particular experience. It isn’t about one-off campaigns (no matter how compelling or involving), and it isn’t about customer service (at least it isn’t just about customer service). Instead, engagement marketing is about creating meaningful interactions with your customers, based on who they are and what they do, continuously over time. It’s marketing that engages wherever your customers are, and it’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more – and better targeted – programs.
RTP is all about the engagement marketing principles, creating meaningful interactions, engagements and conversations with individuals
Almost every marketing activity send prospects or leads to your site It doesn’t have to be complicated but you must engage them intelligently – don’t just show them all the same thing
Bound rate : 50% 2nd-5th rate: 10%
How many web or mobile visitors
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.
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.

Real-Time Personalization: Give the Right Treat or Get Tricked

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Editor's Notes