Why Web Personalisation - Web personalisation workshop tania

Web Personalisation
Partner Enablement workshop Sept. 2016
Tania O’Connor | Lead Consultant | Marketo EMEA

Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
It’s where your customers find you
• 81% of B2B purchase cycles start with web search, and
90% of buyers say when they are ready to buy, “they’ll
find you.”
• 89% of consumers begin their buying process with a
search engine
*The CMO’s Guide to Modern SEO, Propecta 2016

Your Web Visitors
Picture this… Every month

Average Lead Conversion Rates
Inquiry
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Customers
4.4%
66%
49%
20%
Conversion Rate
Inquiry > Customer Conversion Rate: 0.3% (351: 1)

Best Practice Lead Conversion Rates
Inquiry
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Customers
9.3%
85%
62%
29%
Conversion Rate
Inquiry > Customer Conversion Rate: 1.42%(70:1)

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

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
• Performance Graph

Agenda
• The new Account-Based Marketing
• Setting up Web Personalisation
• How content works in the platform
• How MLM (core Marketo) integrates
• How Google Analytics integrates
• Where the data comes from
• Client workshop approach

Setup
• Implement JS on pages
• Choose MLM fields
• Create content patterns
• Create initial Segments (different from
Marketo segments!)
• Decide where/if InZone campaigns will go
(may need DIV IDs)
• Set up reports

Common Gotchas To Remember
• Web personalization platform is separate than Marketo
• Once someone becomes cookied/known in Marketo there is an approximate 4
hour delay before “known” in RTP
• Only 30 fields can be added from Marketo to personalization platform
• When filtering anywhere in the app, always check your timeframes and
domain settings
• Session times have an impact– approx 30 minutes with Google
• Your IP must match the segment to see a campaign making QA difficult
• VPNs impact IP addresses

How content works in WP
• Admin – content patterns
• Content section
• Recommendations section

How MLM integrates
• Selected (30) fields in Settings
• Known MLM leads with cookies
• WP behaviour fields in MLM
• Email behaviour filter in WP

Web Personalization
Kick Start Workshop

Overview
• The 10-Step plan to Lead Generating
Web Engagement
• Campaign planning workshop
• Q&A

Objectives
1. Understand Web Personalization
2. Get passed the planning hurdle
Learn a systematic way to plan, deploy and measure campaigns
Develop your first actual 1Q Plan
3. Share thoughts and feedback

Marketo Research
Personalizing web experiences can lead to:
• Average time on site up 193% for visitors who engaged
with personalized content
• Up to a 270% increase in content consumption
• 30% increase in conversion rates

Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Product Highlights
Typical B2B Use Cases

Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Typical B2C Use Cases

Intro
The 10-Step Plan to Successful
Personalized Web Engagement

10 Steps to Web Personalization
Step 1: Figure out your Who, What and Why
Step 2: Select 2-3 use cases to implement
Step 3: Select 2 audiences per use case to implement
Step 4: Segment and gather initial analytics
Step 5: Outline content per stages of the customer journey
>> (Hands on workshop: Campaign Program Matrix)

10 Steps to Web Personalization
Step 6: Leverage existing content and create customized calls-to-action
Step 7: Deploy Web Personalization Campaigns
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports with internal teams and align with sales

Step 1
Figure out your Who, What and Why

3 W’s to Web Engagement
Who
Organization / Vertical
Product interest
Location
Behavior / Stage
What
Content
Case Studies
Videos
Why
TOFU Conversions
Nurturing
Ad ROI

Typical Motivations
Top Funnel Conversion Optimization
Accelerating Nurturing
Account-Based Marketing (B2B)
Advertising Budget Optimization

Step 2
Select 2-3 use cases to implement

Use Cases
Location Vertical Known LeadAccount-Based Behavioral

Step 3
Select Two Audiences per Use Case
to Implement

Use Case Strategy
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals

Use Case Strategy
Location Vertical
Case StudiesLocal Events

Step 4
Segment and gather initial analytics

Segment Web Visitors
Organization Industry Revenue
Customer
Journey
Product Interest Persona Territory

Analytics

Step 5
Outline content per stages of the
customer journey

Web Nurturing
Buyer’s Journey
Target Segments Awareness Interest Decision
Finance
State of the Economy
Infographic
Bank of America
OR Wells Fargo
Case Study
Advanced Solutions
User Group
Healthcare
Company intro for
Healthcare specialists
Intro Video
Top Hospital Customer
Testimonial
Annual Executive
Summit
Conference

Campaign Program Matrix
Example - Vertical Customer Journey
Segment / Asset
Type
Awareness
1-2nd visit
Interest
3-5th Anonymous
Evaluation
Known ,
Score<50
Commitment
Fortune 500
Companies
State of the modern
meeting
Infographic
Facebook
Case Study
How Blue Jeans Helps
You
Live Demo
Blue Jeans Advanced
Solutions
User Group
Educational
Industry
Learning with
Blue Jeans
Use Case
Wharton University
Testimonial
Cloud-based video
conferencing
White Paper
Blue Jeans
video summit
Event/ Conference
Named Account
Lists
Blue Jeans Demo
Center
Overview Video
Wharton Connects
Students
Videocast
Blue Jeans mandate and
promise
Advanced Services
Join our top executives
Networking Meeting

Stage – Persona – Known
Segment / Asset
Type
Awareness Interest Evaluation commitment
Finance - US
Content Name
Content Type
Finance - EMEA
Finance - APAC

Location – Q– Events
Segment / Asset
Type
Q1 Q2 Q3 Q4
West Coast
Events
RTP Workshop
RCA Workshop
Annual Summit Roadshows
East Coast
EMEA

Stage – Persona – Known
Segment / Asset
Type
Persona 1
Content Name
Content Type
Persona 2
Persona 3

RTP Campaign: API Security
CA target visitors off of lead score. Created 5 separate campaigns for each stage of
the nurture process.
Solutions How To BuyValidationEducationAwareness
Lead Score >10050< Lead Score <10020< Lead Score <50Known Lead Score <20Anonymous
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.

RTP Campaign: API Security, Default Pages
Below is the API Management page without any personalization

RTP Campaign: API Security, Awareness Phase

RTP Campaign: API Security, Education Phase

WORKSHOP
Step 5: Outline content per stages of
the customer journey
Creating a Campaign Program Matrix

Audience /
Asset Type
Audience 1
Content Name
Content Type
Audience 2
Audience 3

Steps 6-10, After Workshop
Step 6: Leverage existing content and create customized calls-to-action
Step 7: Deploy Web Personalization Campaigns
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports with internal teams and align with sales

Step 6
Leverage existing content & generate
calls to action

Leverage Content, Offers and Calls to
Action
• Leverage Existing Content (Use Content Discovery Module)
• Repurpose Content

Calls to Action

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%.

Behavioral

Behavioral (honeymoon search & referral)
Over 17% avg. CTR on behavioral campaigns.

Behavioral – Return visitor & specific page
Default View Personalized based on behavior

Step 7
Deploy Web Personalization
Campaigns

Web Nurturing
Buyer’s Journey

Step 8
Power your ads with data to target

Web Nurturing
• Personalize Remarketing
• Optimize Cost Per Click
Prospect
Prospect Returns to your site
Your Site Prospect is
Tracked
Prospect
Leaves
Your Ad on
Other Sites

Facebook Custom Audiences
Higher Education Healthcare

Facebook Remarketing

Remarketing – Higher Ed Vertical

Step 9
A/B test and optimize performance

A/B Testing
• 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

A/B Testing

Step 10
Share reports internally, align with
sales

Reports + Sales

Reports + Sales
1.Key Organizations from Sales Territories
2.Key Leads from Sales Territories
3.Specific reports on mobile data

Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Follow the 10 Steps

Getting Started
Technical Set Up Business Implementation
• Domains & Tag
• Create Unique div IDs
• Integrate with Google or
SiteCatalyst
• Issue RTP logins
• Connect Marketo data fields
• Define Personalization Strategy
• Define Segmentations
• Develop Content/Creative
• Create & Launch Campaigns
• Expand Personalization Applications
• Test, Analyze, Refine

Tech & User Set Up
• Account Setting
• Domains
• Content
• Lead Database
• User Settings
• Top Menu
• Email Alerts

Segments
• A collection of visitors that meet
the specified criteria of your target
audience
• Displays custom defined segments
you set up based on various
attributes.
• A segment can be visitors from a
specific industry, location or based
on the visitor’s onsite activity.

Segments

Segment Matches

Campaigns
• A customized reaction
associated with a
specific segment
• Three types of
campaigns:
• Dialog
• In Zone
• Widget

Dialogue Box Campaign
• More intrusive to the web
visitor experience
• Customize when the
campaign fades away using
the timeout setting
• Sticky keeps the campaign in
position without any timeout
until user actively closes it
• Modal places high focus on
the campaign with a
darkened background
appearing around it

In Zone Campaign
• Requires web development support
• Zone ID is Based on div IDs on the site
• Target URL is required
• Add URL parameters for further targeting
• Using Sticky is a best practice to keep
campaigns in place during a visitor
session
• Fading can be applied as a transition to
load the campaign

Widget Campaign
•Vertical Side Pop-out
• Can expand or contract but stays fixed on
the website page for the visit
•Only appears on one page during
the visitors session
•Fewer customization options than
the other campaign types

Previewing & Sharing Campaigns
•Use Via Proxy to preview
campaign on a page without
the RTP tag applied
•Sharing campaign provides a
fixed URL link in an email
•Create a sandbox segment
• Update campaign to use as the
target segment
• Add "?sandbox=1” at the end of
a URL as a parameter

Campaign Features
• Use priority score for conflict
resolution
• Widgets or Dialogues
• 2 In Zones
• Highest score wins
• Schedule campaigns
• Start/stop date
• Reoccurring timeframe

Reporting
• Individual Campaigns
• Impressions
• Clicks
• Summary Report
• Analytics Section
• Google Analytics or Site Catalyst
for more in-depth reporting

Email Alerts
•Based on User
Settings
•If user edits region
settings than
reports will only
show details for
that region

Why Web Personalisation - Web personalisation workshop tania

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