Marketo Real-Time Personalization: Solving the Engagement Challenge - Mike Telem
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Mike Telem, VP of Product Marketing for Marketo, talks about how to use Marketo's Real-Time Personalization tool to increase customer engagement and create personalized, relevant experiences for each of your buyers online.
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Marketo Real-Time Personalization: Solving the Engagement Challenge - Mike Telem
- 1. Marketo Real-Time Personalization Solving the Engagement Challenge Mike Telem VP Product Marketing, Marketo
- 2. Overview • Your two main assets • The Engagement Challenge • Engagement marketing and personalization • Use cases, examples and results Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 2
- 3. Prospects Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 3 Content
- 4. Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 4
- 5. 70% Of a customer’s journey today is self directed1 Marketo Proprietary and Confidential © 2014 Marketo, Inc. Page 5 290 Average number of content assets for an SMB2 60% of marketers will increase content marketing budget3 Content is KING 82% of prospects value content targeted to their specific industry 67% find content targeted to their job function valuable
- 6. Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 6
- 7. Who are your web visitors? Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 7
- 8. Web Visitors • SMB • On avg. 10 - 50K visitors per month • Enterprise • 40 - 200K visitors per month • B2C • 100K - over 1 mill. visitors per month 90% of companies have more website visitors than leads in their database Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 8
- 9. Your Web Visitors Picture this… Every month Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 9
- 10. Web Visits and Leads 90% of companies have more website visitors than leads in their database Leads Web Visitors Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 10
- 11. The Engagement Challenge © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 12. Low Engagement and Conversion rates Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 12
- 13. People are different Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 13
- 14. Engagement Marketing Engage People: • As individuals • Based on what they do • Continuously over time • Wherever they are • Always directed towards a goal • With measurable impact • At the speed of digital Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 14
- 15. Real-Time Personalization Engage thousands of prospects on your web site and mobile • Web and Mobile are your main interaction channel • Engage your anonymous site visitors and leads based on Who they are and What they do • Increase engagement rates and generate more qualified leads Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 15
- 16. Real-Time Personalization Who they are and what they do Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 16
- 17. 5 Use Cases for Real-Time Personalization • Location • Behavior/Product • Vertical or Account-Based • Persona • Predictive Content Recommendations Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 17
- 18. What does Personalization look like? © 2014 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Location Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 19
- 20. Location Results Average Visit duration up 193% and pages visited up 103% for engaged visitors 450% increase in video content consumption with RTP Visitors presented with personalized content convert 5X more than average and account for approximately 30% of goal completions Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 20
- 21. Verticals Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 21
- 22. Verticals Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 22
- 23. Verticals Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 23
- 24. Verticals Results Identified over 70% of key targeted accounts 33% click-thrus from prospects from the financial services vertical Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 24
- 25. Profile (B2C) Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 25
- 26. Profile (B2C) Fatal Hotel Group engaged visitors show 10X uplift in revenue generating conversion rates Personalized Fattal Club offer drives 3X more click-thru then any other method Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 26
- 27. Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 27
- 28. 17.8% uplift in content consumption +300% uplift in average time on site and page views Top recommendations drove a 201% boost in site lead conversions Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 28
- 29. Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 29
- 30. Real-Time Personalization Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 30
- 31. Getting Started Quick Setup Leverage best practices Focus on engagement Marketo Proprietary and Confidential | © Marketo, Inc. 11/13/2014 Page 31
- 32. Thank you © 2014 Marketo, Inc. Marketo Proprietary and Confidential Q&A mtelem@marketo.com more info: marketo.com/personalization follow us: @marketo
Editor's Notes
- Update with new cover from visual brand deck.
- How many of you are from SMB vs Ent? How many of you have a MAP?
- These are your two main assets. You put a lot of time, resources and money to get them. Lets drill down into them for a minute
- Draws people in Educates them Advances them in the sales cycle Converts Keeps them coming back
- So, how do we make sure the right persons sees the right content at the right time… That’s what marketing is all about Lets talk about your web visitors for a moment
- Ask the crowd: who knows how many visitors they have? General numbers are fine…
- Were all sitting here discussing these numbers and were ok with it But think about it – think about these numbers When was the last time you had thousands of people listening to what you have to say?
- THIS IS YOUR WEB CHANNEL Ask the crowd: who knows how many visitors they have? Then how many leads? Thousands, knowcking at your door
- “Lets assume the people here are your web visitors…” Have 5% of the people stand up - your only targeting them… reverse it - this is what your missing
- Engagement is low, people leave your site to quickly, don’t read many pages, don’t educate Conversions are even worse, 1-5%, many of them unqualified Bounce rate: 60% Avg. pages per session: 2.05 Avg. Time on site: 2:15
- People are different You cant just show them all the same thing… 1st or 10th visit, finance or health, US or UK
- RTP is all about the engagement marketing principles, creating meaningful interactions, engagements and conversations with individuals
- Different people see different things
- Visit duration up 193% and pages visited up 103% for visitors who engaged with RTP 450% increase in video content consumption with RTP Visitors presented with personalized content convert 5X more than average and account for approximately 30% of goal completions
- Visit duration up 193% and pages visited up 103% for visitors who engaged with RTP 450% increase in video content consumption with RTP Visitors presented with personalized content convert 5X more than average and account for approximately 30% of goal completions
- Identified over 70% of key targeted accounts with 33% click-thrus from prospects from the financial services vertical
- Identified over 70% of key targeted accounts with 33% click-thrus from prospects from the financial services vertical
- Identified over 70% of key targeted accounts with 33% click-thrus from prospects from the financial services vertical
- Identified over 70% of key targeted accounts with 33% click-thrus from prospects from the financial services vertical
- Engaged visit duration on the site rose 217% and pages viewed rose almost 3X Personalized Fattal Club offer drives 3X more click-thru then any other method Engaged visitors show 10X uplift in revenue generating conversion rates
- Engaged visit duration on the site rose 217% and pages viewed rose almost 3X Personalized Fattal Club offer drives 3X more click-thru then any other method Engaged visitors show 10X uplift in revenue generating conversion rates
- >300% increase in average time spent on site and pages viewed 201% increase in website lead conversions
- >300% increase in average time spent on site and pages viewed 201% increase in website lead conversions
- Just drop the tag, get the analaytics Location > event Industry > case study Product interest > special offer RCE