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Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confident...
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confident...
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Goals
● Increase lead conversions
● Amplify engagemen...
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
The recipe
● Measure your web, referrals and ads enga...
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confident...
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Use Cases
● Targeting Industry/Vertical visitors with...
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Industry / Vertical Targeting
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Geo-Targeting
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Behavioral Targeting
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Campaign Editor (In Zone)
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Campaign Preview - Default Site
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Campaign Preview - Personalized Site
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Advanced Use Cases
● Targeting Named Accounts - Acco...
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Account-Based Marketing
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Known Lead Data Segment
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
ABM Example (For other MAP users)
marketo.com/softwa...
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
What’s ABM?
• A key account approach to business mar...
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Why?
• Focused approach that delivers a dramatic inc...
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Goals
• Increase account relevance
• Engage earlier ...
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
A Full Funnel Strategy
• Ads (reaching out to named ...
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
The Typical Funnel
• Thousands of visitors every mon...
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
ABM as a framework
• A framework for implementing AB...
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Page 24Marketo Proprietary and Confidential | © Mark...
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Page 25Marketo Proprietary and Confidential | © Mark...
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Higher
Ed
B2B:
Enterprise
B2C:
Consumer
Marketing
Co...
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Remarketing (Generic)
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Personalized Remarketing (Enterprise)
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
RTP – Facebook Remarketing
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
RTP – Facebook Remarketing setup
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Creating Segmented Remarketing
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Mapping Custom Audiences
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Facebook Audiences Powered by RTP Data
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Facebook – Create Audiences
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Facebook Audiences - Creative and Ads
Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Creating Segmented Remarketing
Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
FB / GA Custom Audience setup
Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Marketo Proprietary and Confidential | © Marketo, In...
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Create Adwords Campaigns
Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
What’s CRE?
• Using machine learning for recommendin...
Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Why?
• Marketers creates tons of blog-posts, videos,...
Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Goals
• Increase content consumption to increase awa...
Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Content Discovery and Analytics
• Auto-discover and ...
Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Next generation recommendation engine
Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
More Recommendable Elements
Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
As page element
Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Easy Setup
Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
B2B Analytics - simply import RTP template!
Dashboar...
Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Measurable behavioral engagement metrics
3X in durat...
Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15
Behavioral Flow Analysis
Identify bounce points
Surf...
Page 57Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confiden...
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Realtime Personalization - Ads, website and analytics.

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Using a powerful product like Marketo real-time personalization helps Marketers capitalize on their marketing spend. Leveraging Account Based Marketing strategy and integrating with Ads/analytics systems helps build a complete closed loop digital marketing.

Published in: Marketing

Realtime Personalization - Ads, website and analytics.

  1. 1. Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Playbook Feb, 2015
  2. 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Goals
  3. 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Goals ● Increase lead conversions ● Amplify engagement through the web channel ● Optimize spend on paid channel ● Surface meaningful B2B metrics ● Apply Account-Based Marketing (ABM) strategy
  4. 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 The recipe ● Measure your web, referrals and ads engagement adding more qualitatives breakdown such as verticals, geo, product, conversions ● Measure your content by CTR, level of engagement and conversion ● Map highly engaging content to key accounts (as part of your ABM strategy) ● Connect your ads, web and email channels by using cross channel metrics based on firmographics, behavior, score and goals ● Setup your Marketing automation to surface these metrics and auto-engage based on them.
  5. 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Web Engagement - Use Cases
  6. 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Use Cases ● Targeting Industry/Vertical visitors with relevant case-studies, blogs and white papers ● Promote webinars based on product interest and stage in the customer journey and sales cycle ● Geo-targeting promoting relevant events and trade shows ● Behavioral targeting using search terms, referrals, number of visits etc... (competitive, product, pricing)
  7. 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Industry / Vertical Targeting
  8. 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Geo-Targeting
  9. 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Behavioral Targeting
  10. 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Campaign Editor (In Zone)
  11. 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Campaign Preview - Default Site
  12. 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Campaign Preview - Personalized Site
  13. 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Advanced Use Cases ● Targeting Named Accounts - Account-Based Marketing ○ Existing vs New ○ SMB / Enterprise ○ B2C / B2B ● Persona-based targeting ○ Using lead score, historical behavior or any custom field
  14. 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Account-Based Marketing
  15. 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Known Lead Data Segment
  16. 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 ABM Example (For other MAP users) marketo.com/software Regular website Personalized content for visitors using other Marketing Automation technologies
  17. 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing
  18. 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 What’s ABM? • A key account approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. http://en.wikipedia.org/wiki/Account-based_marketing
  19. 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Why? • Focused approach that delivers a dramatic increase in long-term account value • Expanding business within existing customer accounts • Replicating / Targeting new named accounts similar to existing high yield accounts
  20. 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Goals • Increase account relevance • Engage earlier and higher with deals • Align marketing activity with account strategies • Inspire customers with compelling content
  21. 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 A Full Funnel Strategy • Ads (reaching out to named accounts using IP blocks) • Website targeting • Retargeting (Google / Facebook) • Email • Mobile
  22. 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 The Typical Funnel • Thousands of visitors every month • 50% - 70% are New • 98% are Anonymous Awareness Interest Desire Action
  23. 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 ABM as a framework • A framework for implementing ABM • Managing named account lists (existing, new) • Resolve associated IP lookup blocks / cookies • Mapping relevant content • Engaging across multiple channels • Measuring and optimizing Your named accounts Your content
  24. 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Account-Based Marketing (ABM)
  25. 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Account-Based Marketing (ABM)
  26. 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Web Custom Audience & Remarketing
  27. 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Higher Ed B2B: Enterprise B2C: Consumer Marketing Competitor Customers Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education Create Segmented Adwords Creatives
  28. 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Remarketing (Generic)
  29. 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Personalized Remarketing (Enterprise)
  30. 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Facebook - Web Custom Audience
  31. 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 RTP – Facebook Remarketing
  32. 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 RTP – Facebook Remarketing setup
  33. 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Creating Segmented Remarketing
  34. 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Mapping Custom Audiences
  35. 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Facebook Audiences Powered by RTP Data
  36. 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Facebook – Create Audiences
  37. 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Facebook Audiences - Creative and Ads
  38. 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Google Remarketing
  39. 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Creating Segmented Remarketing
  40. 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 FB / GA Custom Audience setup
  41. 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Marketo Proprietary and Confidential | © Marketo, Inc. Create Remarketing Lists in Google Analytics
  42. 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Create Adwords Campaigns
  43. 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Content Recommendation Engine Engaging powered by machine learning
  44. 44. Page 44Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 What’s CRE? • Using machine learning for recommending content • Continuously optimizing itself using profile and behavioral data • Used as recommended content on websites and blogs
  45. 45. Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Why? • Marketers creates tons of blog-posts, videos, case- studies and whitepapers • They want to target using multiple dimensions verticals, behaviors, stage in the sale-cycle • It’s an N dimensional problem
  46. 46. Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Goals • Increase content consumption to increase awareness • Engage with higher relevancy to drive conversion • Learn about your content’s performance and reuse it on other channels • Having a scalable, automatic, hands-free module to power website personalization
  47. 47. Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Content Discovery and Analytics • Auto-discover and map website Content • Augmenting firmographics data to visitors
  48. 48. Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Next generation recommendation engine
  49. 49. Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 More Recommendable Elements
  50. 50. Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 As page element
  51. 51. Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Analytics Measure, optimize, engage
  52. 52. Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Google Analytics B2B Dashboard
  53. 53. Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Easy Setup
  54. 54. Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 B2B Analytics - simply import RTP template! Dashboard – Organizations, Industry, Segment, Account-Based
  55. 55. Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Measurable behavioral engagement metrics 3X in duration
  56. 56. Page 56Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Behavioral Flow Analysis Identify bounce points Surface interest path Identify hot pages
  57. 57. Page 57Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Mickey Alon

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