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Fill Your Funnel: Lead Gen with Web Personalization
The document discusses the importance of web personalization in B2B lead generation, highlighting that 71% of marketers consider it a top goal, but 60% struggle to generate leads. It emphasizes five secrets to converting anonymous leads into known prospects through personalized content, predictive technology, and targeted strategies, which result in significantly higher conversion rates. Key takeaways include the vast number of anonymous visitors, the potential for improved engagement with personalized experiences, and the effectiveness of predictive analytics in optimizing content delivery.
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Fill Your Funnel: Lead Gen with Web Personalization
- 1. Lead Gen withWeb Personalization Filling your Marketing Funnel David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Overview • Top 5 secrets of anonymous lead generation • How to use personalization to convert anonymous to known • Top 5 use cases for web lead generation • How leading marketers convert with web personalization
- 3. Lead Generation 71% of B2Bmarketing say it’s their top goal 60% B2B marketers say generating more leads is their biggest challenge 45% of marketers want to increase lead quantity as their most important objective Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex
- 4. Page 4Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 What’s the secret to anonymous lead generation?
- 5. 1. Thousands ofpotential prospects
- 6. 1. Thousands ofpotential prospects 2. Different Audiences
- 7. 1. Thousands ofpotential prospects 2. Different Audiences 3. No more low Conversion Rates
- 8. 1. Thousands ofpotential prospects 2. Different Audiences 3. No more low Conversion Rates 4. Enough Content
- 9. 1. Thousands ofpotential prospects 2. Different Audiences 3. No more low Conversion Rates 4. Enough Content 5. Predictive Technology
- 10. 1. Thousands ofpotential prospects
- 11. Page 11Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 What you do today? Ads Events Content Emails
- 12. Page 12Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Prospects (Your Web Visitors) Picture this… Every month
- 13. Page 13Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Your Anonymous Visitors • 98% of your prospects are anonymous • B2B 35,000 avg. monthly unique / 33,614 are anonymous • B2C 160,000 avg. monthly unique / 156,800 are anonymous • 83% of B2B buyers say company websites are the most popular channel for their online research.
- 14. 2. Different Audiences,you just don’t know who they are
- 15. Page 15Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Different People, Different Audiences
- 16. Page 16Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Your Anonymous Prospects
- 17. 3. Conversion ratesdon’t need to be so low
- 18. Page 18Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Conversion Rates 33%Conversion rates for personalized campaigns 20%Increase in qualified lead gen with selected content Visitors presented with personalized content convert 5X more than avg.
- 19. 4. You haveenough content
- 20. Page 20Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Content •SMB • On avg. 290 content assets discovered •Enterprise • On avg. 4,000 content assets discovered
- 21. 5. Predictive technologyis here!
- 22. Page 22Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Predictive •Machine Learning •Predictive Analytics
- 23.
- 24. Page 24Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 What to do? •Engage Them! • Like you do on other channels • Deliver the right message to the right person • Educate • Nurture • Convert
- 25. Page 25Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Buyer’s Journey
- 26.
- 27. Page 27Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Real-Time Personalization “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Speed “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Relevancy Personalizing your prospects experience while they are engaged and attentive
- 28.
- 29. Page 29Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 B2B - Use Case Strategy Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
- 30. Page 30Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 B2C - Use Case Strategy Location Device Known Buyer Special OffersApp DownloadDelivery & Terms Behavioral Cart Abandonment
- 31.
- 32. Page 32Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Location-Based Default View Personalized for US Visitors
- 33. Page 33Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Location-Based Visitors presented with personalized content convert 5X more than avg. Local Live Events
- 34. Page 34Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Vertical-Based Education Consumer Financial Services Life Sciences
- 35. Page 35Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 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%.
- 36. Page 36Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Account-Based Marketing (ABM) Visitors from UPS Visitors from Barclays Increased opportunity stream from key accounts
- 37. Page 37Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Behavioral
- 38. Page 38Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Behavioral (honeymoon search & referral)
- 39. Page 39Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Behavioral (honeymoon search & referral) Over 17% avg. CTR on behavioral campaigns.
- 40. Page 40Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Behavioral – Return visitor & specific page Default View Personalized based on behavior
- 41. 2016 Insights –Predictive is here
- 42. Page 42Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 • Auto-discover your content • Analyze and track behavior to discover assets DISCOVER LEARN RECOMMEND
- 43. Page 43Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 • Record actual content consumption • Analyze performance for different audiences • Learn what works best for who DISCOVER LEARN RECOMMEND Machine Learning
- 44. Page 44Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 DISCOVER LEARN RECOMMEND Automatic Content Discovery
- 45. Page 45Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 • Identify similar web visitors • Discover content connections • Recommend most relevant content DISCOVER LEARN RECOMMEND ADD THE REC BAR
- 46. Page 46Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Content Recommendation Results 315%Increase in site engagements (pages per visit, time on site) for targeted visitors 201%Increase in content specific lead conversion 3xMore views on recommended content compared to generic views 18%Increase in content consumption
- 47. Page 47Marketo Proprietaryand Confidential | © Marketo, Inc. 1/19/2016 Key Takeaways • Thousands of potential prospects • Different audiences • No more low conversion rates • You have enough content • Predictive technology
- 48. Thank you Lead Genwith Web Personalization Filling your funnel Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization
Editor's Notes
- #5 Marketers putting time for lead gen in these activities: - Events, Paid, Lists, Missing out out on untapped, unused, under utilized (iceberg) potential
- #12 All optimized, Where can you improve, SIGNIFICANTLY?
- #14 Anonymous web visitors they are active, interest and relevant what is the problem? they unaddressable (no email no phone number) on avg 98% anonymous, avg SMB 20K show 19800 unreachable going to waste
- #25 Anonymous web visitors they are active, interest and relevant what is the problem? they unaddressable (no email no phone number) on avg 98% anonymous, avg SMB 20K show 19800 unreachable going to waste
- #26 Anonymous web visitors they are active, interest and relevant what is the problem? they unaddressable (no email no phone number) on avg 98% anonymous, avg SMB 20K show 19800 unreachable going to waste
- #30 Go for Easy Wins Target regions where your company already performs well and try to increase business in these areas. Strategic Targeting Pinpoint regions where you hope to expand your business. Leverage Existing Content Start with audiences for which you already have good content and offers. Consider Local Events Do you have a conference coming up in the Northeast? Use RTP to target visitors from this region and advertise the event more effectively
- #31 Go for Easy Wins Target regions where your company already performs well and try to increase business in these areas. Strategic Targeting Pinpoint regions where you hope to expand your business. Leverage Existing Content Start with audiences for which you already have good content and offers. Consider Local Events Do you have a conference coming up in the Northeast? Use RTP to target visitors from this region and advertise the event more effectively
- #33 NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.
- #34 NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.
- #35 NICE Systems is the worldwide leader of intent-based solutions. An enterprise B2B company running global operations, executing marketing activities around the world and targeting different verticals with different solutions. In this example, NICE promoted their US customer conference only to visitor coming from the US.
- #36 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.
- #37 Apprenda is the leading enterprise Platform as a Service (PaaS) powering the next generation of enterprise software development in public, private and hybrid clouds. Their key prospects are enterprise organizations with high revenues and employee size. They know who their key accounts are and target them using named account lists. In this example, Apprenda created special landing pages for key enterprise accounts like UPS and Barclays Bank.
- #38 Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- #39 - Honeymoon search & referral - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- #40 Golf Courses, Packages Search Team - Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- #41 eMarketer is an independent market research company that provides insights and trends related to digital marketing, media and commerce.
- #48 Increase web engagements and generate more qualified leads Acquire customers faster and grow their lifetime value Maximize marketing efficiencies and impact on revenue