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Predicting the Top Web Personalization Use Cases in 2016
The document discusses the implications of web personalization for 2016, highlighting key use cases such as account-based marketing and predictive content recommendations. It emphasizes the importance of delivering relevant content quickly to prospects and outlines strategies for effective personalization, including leveraging known lead data and machine learning. Key takeaways include the potential for improved lead generation and the importance of planning for both basic and advanced personalization use cases.
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Predicting the Top Web Personalization Use Cases in 2016
- 1. Predicting the TopWeb Personalization Use Cases in 2016 David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
- 2. Page 2Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Overview • Real-Time Web Personalization • Then and Now of Personalization Use Cases • What to expect in 2016 • How to get started
- 3. Page 3Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 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
- 4. Web Personalization 2X conversion ratefor 2nd - 5th time visitors compared to 1st visit 67% find content targeted to their job function valuable 82% of prospects value content targeted to their industry
- 5. Page 5Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Web Personalization 2016
- 6. Page 6Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Web Personalization Use Cases THEN NOW #1 #2 #3 #5 Rule-Based Targeting Predictive Content Recommendations Targeting Key Verticals Account-Based Marketing Simple Behavioral Continuous Customer Journey IP-Based Targeting IP-Based + Known Lead Data Targeting #4 Location-Based, Territory Level Multi-Location Based, Country/State
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- 8. Page 8Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Account-Based “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
- 9. Page 9Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Account-Based Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
- 10. Page 10Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Account-Based Vertical Sub-Industry Category Named Accounts Financial Services Healthcare Education Government Insurance Companies Public Hospitals Universities Municipalities • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology
- 11. Account-Based Trends +430 Named Accountlists created 700K Specific accounts targeted
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- 13. Page 13Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Known Lead Data Job Title Role Score
- 14. Page 14Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Known Lead Trends • Opportunity Status • Event Status • If registered or attended next event • Persona • Title, Role, Decision maker, Practitioner • Use provided data over inferred
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- 16. Page 16Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Behavior Number of clicks Number of visits Specific pages Search terms # of visitors from a Company Score Opportunity stage Product history
- 17. Page 17Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Customer Journey
- 18. Page 18Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Customer Journey 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 specialists Intro Video Top Hospital Customer Testimonial Annual Executive Summit Conference
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- 20. Page 20Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Location-Based • Most popular with over 75% customer adoption • Move towards multi-location targeting
- 21. Page 21Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Location-Based City Region
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- 23. Page 23Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Predictive Content Recommendations • Machine learning and predictive analytics • Identify similar web visitors • Discover content connections • Recommend most relevant content
- 24. Recommendations Trends +140K Auto-discovered content +1K Enabledrecommended content
- 25. Page 25Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Marketo using Recommended Content
- 26. Page 26Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Measuring Performance
- 27. Page 27Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Getting Started is Easy Any CMS, Zero IT Real-Time Campaigns in Seconds Hands Free capabilities
- 28. Page 28Marketo Proprietaryand Confidential | © Marketo, Inc. 10/15/2015 Key Takeaways • Why Personalization ? Generating quality Leads • The Web holds the biggest potential improvement • Planning Use Cases for 2016 • Starting with basic use cases • Many advanced/specific use cases to leverage
- 29. Predicting the TopWeb Personalization Use Cases in 2016 marketo.com/personalization @marketo Thank you.
Editor's Notes
- #3 Top use cases for web personalization in 2016 We have seen how personalized content increases web engagement and generate more qualified leads. How can we improve and do this better? Taking the best learnings/use cases of the last year of customers' leveraging web engagement and planning ahead, this webinar will reveal our top use cases we see marketers adopting in 2016. A taste of these future predictions include: Powerful vertical campaigns, the right industry case study to the right visitor Engaging key specific accounts with Account-Based Marketing Knowing the Customer Journey and planning progressive personalized campaigns Leveraging known lead data, data you have on your prospects to personalize 1:1 A few more secrets and surprises… Join us to find out.
- #14 Insight Direct (6 campaigns) - Use company level MLM fields to to kind of “backup” the RTP identification in Industry based segments (known and industry = Finance) CA (5 campaigns) - are using custom field that shows to which events the known visitor registered for, and inviting him to the next relevant one Rapid7 (5 campaigns) - Use account level fields and targeting based on subscription types and subscription expiration date. Canonical (5 campaigns) - Tageting based on lead level fields (is a decision maker YES/NO, opportunity role etc.)
- #15 Insight Direct (6 campaigns) - Use company level MLM fields to to kind of “backup” the RTP identification in Industry based segments (known and industry = Finance) CA (5 campaigns) - are using custom field that shows to which events the known visitor registered for, and inviting him to the next relevant one Rapid7 (5 campaigns) - Use account level fields and targeting based on subscription types and subscription expiration date. Canonical (5 campaigns) - Targeting based on lead level fields (is a decision maker YES/NO, opportunity role etc.)
- #21 + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
- #22 + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
- #24 + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior
- #29 Increase web engagements and generate more qualified leads Acquire customers faster and grow their lifetime value Maximize marketing efficiencies and impact on revenue
- #31 + Gated Content Define it Must be right gated content, and offer you cant refuse Based on Vertical, Company Size, Stage in Cycle + Behavior