3 Easy Steps to a Personalized Website
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Your website is one of the most effective channels for acquiring and engaging prospective and existing customers today. But do you have the right tools to maximize revenue by engaging your website visitors in personalized conversations? Join our Web personalization experts as they share best practices for delivering relevant messaging to every site visitor – even anonymous ones!
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3 Easy Steps to a Personalized Website
- 1. 3 Easy Steps to a Personalized Website Mike Telem VP Product Marketing Marketo David Myers Product Manager Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Agenda • What and why of Web Personalization • 3 easy steps to personalization • Product features • Examples & case studies
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Prospects (Your Web Visitors) Picture this… Every month
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 People are Different
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 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
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Typical Motivations Top Funnel Conversion Optimization (Qualified LeadGen) Accelerated Nurturing Account-Based Marketing Advertising Budget Optimization
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Top 5 Use Cases Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
- 8. 3 Easy Steps to a Personalized Website
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 SEGMENT TARGET MEASURE Organization Industry Revenue Customer Journey Product Interest Persona Territory
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 SEGMENT TARGET MEASURE Location Vertical Case StudiesLocal Events • Relevant content for segment • Leverage existing content • Repurpose content
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 SEGMENT TARGET MEASURE
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 SEGMENT TARGET MEASURE
- 13. 3 Easy Steps - Examples Target Segments Goal: Engagement Finance Bank of America OR Wells Fargo Case Study Healthcare Top Hospital Customer Testimonial Ongoing Web Campaigns Target Segments Goal: Registration Enterprise Global Trends Webinar U.S. Customers Annual Conference Registration Point-in-Time Web Campaigns
- 14. 3 Easy Steps - Examples 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 Intro Video Top Hospital Customer Testimonial Annual Executive Summit Conference Buyer Journey Web Campaigns
- 15. Personalization Case Studies & Examples
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Location-Based
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Location-Based (Houston)
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Location-Based (Seattle)
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 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%.
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Sales Stage: API Security . Solutions How To BuyValidationEducationAwareness Lead Score >100 50< Lead Score <100 20< Lead Score <50 Known Lead Score <20 Anonymous
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Account-Based Marketing (ABM)
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Account-Based Marketing (ABM)
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Behavioral
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Behavioral
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Persona
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Persona
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 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
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Marketo Web Personalization Web EngagementsB2B Analytics Personalized Ads Predictive Content Recommendations Account-Based Marketing
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Why use Marketo Web Personalization • Firmographic + Behavioral Personalization • Account-Based Marketing Web Campaigns • Known Lead Data Personalization • Content Discovery & Predictive Recommendations • Quick time-to-value
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 9/21/2016 Getting Started is Easy Any CMS, Zero IT Real-Time Campaigns in Seconds Hands Free capabilities
- 38. Thank you. 3 Easy Steps to a Personalized Website Mike Telem VP Product Marketing Marketo David Myers Product Manager Marketo
Editor's Notes
- Update with new cover from visual brand deck.
- Value Created an incredibly efficient marketing platform that requires less time, money and resources to execute Centralize the role of marketing automation so Field marketing focuses on brand + loyalty Sale team focuses on targeted named accounts Set out to improve revenue from our campaign by a factor 3x 2.9x more revenue over sold accounts not promoted on platform 73x ROI per campaign advertising cost 20x TCO for 3 year technology, creative services & advertising cost $34M annual revenue generated in first year
- Value Created an incredibly efficient marketing platform that requires less time, money and resources to execute Centralize the role of marketing automation so Field marketing focuses on brand + loyalty Sale team focuses on targeted named accounts Set out to improve revenue from our campaign by a factor 3x 2.9x more revenue over sold accounts not promoted on platform 73x ROI per campaign advertising cost 20x TCO for 3 year technology, creative services & advertising cost $34M annual revenue generated in first year
- Value Created an incredibly efficient marketing platform that requires less time, money and resources to execute Centralize the role of marketing automation so Field marketing focuses on brand + loyalty Sale team focuses on targeted named accounts Set out to improve revenue from our campaign by a factor 3x 2.9x more revenue over sold accounts not promoted on platform 73x ROI per campaign advertising cost 20x TCO for 3 year technology, creative services & advertising cost $34M annual revenue generated in first year
- Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They used RTP to target specific industries such as Healthcare.
- 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.
- Amdocs is the market leader in customer experience software solutions and services for the world's largest communications, entertainment and media service Submitted: Sudhakar Pandey – Web Manager and Implementations Web Personalization Campaign Objective Pilot Project, Account-Based Marketing to Target all Large Broadband Cable Customers. Segment: Account-Based Marketing Targeting Large Broadband and Cable Customers Ad Style: In Zone
- Amdocs is the market leader in customer experience software solutions and services for the world's largest communications, entertainment and media service Submitted: Sudhakar Pandey – Web Manager and Implementations Web Personalization Campaign Objective Pilot Project, Account-Based Marketing to Target all Large Broadband Cable Customers. Segment: Account-Based Marketing Targeting Large Broadband and Cable Customers Ad Style: In Zone Over 3,800 impressions in 11 days for the in zone campaign to targeted accounts “Simply feel unlimited and infinite power to empower campaigns and marketing people” “Marketo Web Personalization brilliantly developed solution that work with (& on) everything. It allowed to used css code to fix minor issues so quickly.” “Launching was very easy, I set up the segment Segment and Campaign then pushed the LAUNCH button. It was working like wow! (even tested before launch so it was error free & fast)”
- CA provides software and solutions to drive enterprise-wide productivity, offer differentiated user experiences and open new growth opportunities. Web Personalization Campaign Objective Poll to registrants of the CA World 2015 event, asking which events they are interested in attending during CA World. Segment: Include Pages most visited on CA website pages AND to known visitors who registered for the event. Campaign Style: Widget Results: Understanding which events the attendees were planning to attend. Name: Caitlin Lam Company: CA Technologies Campaign Name: CA World Social Poll Explanation of Campaign (Planning, Execution, Results): This personalized poll was created last year, a couple months in advance before our annual conference, CA World ‘15. We placed an RTP widget with this poll on our most visited pages, to be seen only by those known leads who have already registered for the event. Our poll asked the question “Which event are you looking forward to attending at CA World ’15?” We were then able to see the results of which events in particular our audience was most looking forward to attending at CA World. Caitlin Lam Product Marketing, DevOps Programs
- CA provides software and solutions to drive enterprise-wide productivity, offer differentiated user experiences and open new growth opportunities. Web Personalization Campaign Objective Poll to registrants of the CA World 2015 event, asking which events they are interested in attending during CA World. Segment: Include Pages most visited on CA website pages AND to known visitors who registered for the event. Campaign Style: Widget Results: Understanding which events the attendees were planning to attend. Name: Caitlin Lam Company: CA Technologies Campaign Name: CA World Social Poll Explanation of Campaign (Planning, Execution, Results): This personalized poll was created last year, a couple months in advance before our annual conference, CA World ‘15. We placed an RTP widget with this poll on our most visited pages, to be seen only by those known leads who have already registered for the event. Our poll asked the question “Which event are you looking forward to attending at CA World ’15?” We were then able to see the results of which events in particular our audience was most looking forward to attending at CA World. Caitlin Lam Product Marketing, DevOps Programs
- Software and services for the nonprofit sector Submitted: Rebecca Russo - Marketing Automation Analyst Web Personalization Campaign Objective The Blackbaud K-12 group wanted to drive traffic to their on-demand demo recording for onCampus and onRecord (our learning management system and student information system) to increase lead generation in Q1 2016. These recordings are 30-40 minute video demonstrations. Upon watching the demo, visitors would be promoted to enter their info to watch the recording, which would then create a marketing qualified lead for our sales team. Time Scope: Q1 2016 Segment: Persona based on buyer profile. Job titles contain “Registrar, Academic, Teacher, Head, Learning, Dean, Tech, Director of IT” Target URL for Campaign: Homepage, Products Page, onCampus Page, onRecord Page, Events Page Ad Style: Widget Impressions: 403 Clicks: 37 CTR: 9.2% MQLs Generated: 24 leads (65% conversion rate from Click to MQL) Opportunities Created: 5 (21% conversion rate from MQL to Opportunity) Value of Opportunities: $250K
- Software and services for the nonprofit sector Submitted: Rebecca Russo - Marketing Automation Analyst Web Personalization Campaign Objective The Blackbaud K-12 group wanted to drive traffic to their on-demand demo recording for onCampus and onRecord (our learning management system and student information system) to increase lead generation in Q1 2016. These recordings are 30-40 minute video demonstrations. Upon watching the demo, visitors would be promoted to enter their info to watch the recording, which would then create a marketing qualified lead for our sales team. Time Scope: Q1 2016 Segment: Persona based on buyer profile. Job titles contain “Registrar, Academic, Teacher, Head, Learning, Dean, Tech, Director of IT” Target URL for Campaign: Homepage, Products Page, onCampus Page, onRecord Page, Events Page Ad Style: Widget Impressions: 403 Clicks: 37 CTR: 9.2% MQLs Generated: 24 leads (65% conversion rate from Click to MQL) Opportunities Created: 5 (21% conversion rate from MQL to Opportunity) Value of Opportunities: $250K