According to Infosys, 74% of customers feel frustrated when website content is not personalized. How many of those web visitors are in your target accounts? View these slides for best practices and success stories in boosting engagement across strategic accounts and marketing ROI with Web Personalization.
1. Why Web Personalization is
ESSENTIAL for ABM
Brian Glover
Director of Product Marketing
@brianjglover
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• Slides and recording will be sent to you after the webinar
• Have a question? Use the Chat in the bottom left
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Housekeeping
7. Web Personalization Drives More Engagement and
Conversions
Identifies a person’s
attributes
Intent, potential, behavior, profile
and/or firmographics
Customizes their
experience
Presents them with relevant
content, offers or visuals
24. Web Personalization
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
28. Ad Retargeting
Personalizing Ad Retargeting can lead to:
• Conversion rate goals boosted by 13x
• Leads in the early stage of the nurturing funnel show a
conversion rate as high as 40%
• Cost per conversion decreased 10x
36. Thank you!
Why Web Personalization is
ESSENTIAL for ABM
Brian Glover
Director of Product Marketing
@brianjglover
Editor's Notes
- MODERATOR SLIDE 2 -
SCRIPT:
Before we get started, I’d like to run through some housekeeping items.
Our webinar is being recorded, and slides will be sent to you after the presentation
If you have questions, please enter them in the chat box in the bottom left corner of your window, and we will get to as many as we can after the webinar.
Please share thoughts and takeaways on social using #mktgnation
And with that, I’m going to hand it over to [Speaker Name]!
More people visit your website in a year than all of the people in your marketing database
That’s a lot of opportunity to engage customers and attract new prospects
The vast majority of your web traffic will be from anonymous visitors
But you have a very short amount of time to capture their attention and in fact…
Only 2% convert of your visitors convert on average
You have thousands of prospects leaving your website everyday without converting, and why is that?
Because people who come to your website are all different – with different backgrounds and different needs
You would never send the exact same email to your entire database, so why show all your web visitors the SAME content?
Reasons for low conversions on web:
Generic content –Same messaging for everyone regardless of their background and needs, causing valuable visitors to leave
Repetitive Messaging – Known visitors return to your site as they progress through the buying process – their needs change over time, yet they see the same content
Avoid low conversion rates.
Web Personalization helps you drive more engagement and conversions by tailoring web experiences for each individual.
Here’s how it works:
When someone arrives on your site, Marketo identifies specific visitor attributes like intent, behavior, or firmographic data
Then, Marketo customizes their experience by presenting them with tailored content, offers or visuals
You can personalize your website for both anonymous AND known visitors, using data from Marketo’s database
For anonymous visitors – behavioral and firmographic data can be used for personalization, so personalization can begin on the FIRST visit!
For known visitors – personalize based on any of the attributes you have stored in Marketo’s Engagement Hub
Using Google Analytics?
Extend your Web Personalization insights into Google Analytics with our native integration
Get deeper insights into which segments are visiting your website, and which campaigns are the best performing ones
Ex: Google Analytics has metrics around time spent per visit when there is a Web Personalization campaign included vs no WP campaign