The document outlines real-time personalization strategies for optimizing websites and enhancing customer conversions through targeted content and analytics. It emphasizes the importance of identifying user attributes and customizing experiences in real time to engage visitors effectively. Key takeaways include leveraging big data, the three W's of personalization (who, what, where), and successful use cases demonstrating improved engagement and conversion rates.

1. Real-time Personalization
How to optimize your website and boost
conversions
Mike Telem
David Myers
Insightera Co-founder
Product Expert
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

2. Insightera, a Marketo Company
• Real-time targeting and personalization platform
• Leveraging big data and predictive analytics to
interact with prospects throughout the customer
lifecycle
Page 2
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

3. Overview
•
What is real-time personalization and how it works
•
The who, what and where of personalization
•
Successful personalization use cases
•
How to get started with your own personalized campaigns
Page 3
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

4. What is Personalization?
The combination of:
•
Identifying a person’s attributes (Intent, potential, behavior, profile
and/or firmographics)
•
Customizing their experience by presenting them with relevant
content, calls-to-action or visuals
Page 4
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

5. What is Real-time 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
Page 5
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

6. Personalization Attributes
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7. B2B Personalization Attributes
Organization
Size
Industry
Persona
Revenue
Territory
Customer journey
Page 7
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

8. B2C Personalization Attributes
Customer journey
Geo-location
Price sensitivity
Buying history
Product intent
Page 8
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

9. The 3 W’s of Personalization
Who
What Where
Firmographic
Persona
Product intent
Customer journey
Price sensitivity
Page 9
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

10. The 3 W’s of Personalization
Who
What Where
Content
Calls-to-Action
User experience
Images
Product offers
Page 10
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

11. The 3 W’s of Personalization
Who
What Where
Email
Website
Mobile
Advertisement (banners, landing pages)
Offline (trade shows, phone calls)
Page 11
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

12. Real-time Personalization
• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with
personalized content or calls-to-action while on site
and in context, even if they are anonymous
Page 12
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

13. The Process
Who
Where
Target Audience
Vertical
Persona
Page 13
© 2013 Marketo, Inc.
What
Content
Case Studies
Videos
Website
Email
Mobile
Marketo Proprietary and Confidential

14. The Process
Who
What
Where
Target Audience
Vertical
Persona
Content
Case Studies
Videos
Website
Email
Mobile
• Any CMS, Any Content, Zero IT
• Leveraging big data and predictive analytics to recommend
content in real-time
Page 14
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

15. Use Cases
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16. Use Case
• Panaya is a software vendor that helps companies
reduce ERP upgrade time and costs
Page 16
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

17. Use Case
• New Target Market: Oracle ERP users
Who
Oracle Users
Account-Based Lists
Digital Behavior
Page 17
© 2013 Marketo, Inc.
What
Where
Content
Banners / Logos
Videos
Website
Mobile
Marketo Proprietary and Confidential

18. Real-time Personalization (Account-based)
Page 18
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

19. Real-time Personalization (Account-based)
Page 19
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

20. Real-time Personalization (Account-based)
25%
CTR
Page 20
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

21. © 2013 Marketo, Inc. Marketo Proprietary and Confidential

22. © 2013 Marketo, Inc. Marketo Proprietary and Confidential

23. Real-time Personalization (B2C Behavioral)
Page 23
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

24. Real-time Personalization (B2C Behavioral)
Page 24
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

25. Optimization and Auto-Tuning
• Optimize site content and landing pages by A/B testing
different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the
most effective CTA or content
Page 25
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

26. Optimization and Auto-Tune
A
Page 26
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

27. Optimization and Auto-Tune
B
Page 27
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

28. Optimization and Auto-Tune
C
Page 28
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

29. Content Discovery and Recommendation
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

30. Content Discovery and Recommendation
•
Auto-discover and map content
•
Auto-engage prospects with recommended content using
machine-learning and predictive analytics
•
Boosts content ROI
Page 30
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

31. Real-time Personalization Use Cases
•
Vertical Campaigns
•
Event Promotions
•
Account-Based Marketing
•
Focus on the accounts most likely to generate revenue. Target based on: Industry, Revenue
and Named Accounts.
•
1:1 Marketing
•
Target relevant personas and decision makers. Present them with the content they want, at
the right time.
•
Page 31
© 2013 Marketo, Inc.
Nurture prospects based on their stage in the buying cycle or product interest.
Marketo Proprietary and Confidential

32. Personalization Results
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

33. Personalization Results
Better Analytics
Page 33
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

34. Personalization Results
Better Analytics
Page 34
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

35. Personalization Results
Improved site performance
2.4x
2.9x
Page 35
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

36. Personalization Results
Content Consumption
• A printing technology customer ran a personalized,
geo-located campaign in several languages and
received 7x more engagement (15% clickthrough
rates).
• Result: 5x more downloads for White Papers
Page 36
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

37. Personalization Results
Improvement in conversion rates
“25% of prospects from an Insightera campaign converted
into leads, it exceeded our expectations. We are now
identifying prospects in the sales cycle and providing them with
relevant content in real-time. A lead generation success.” –
Ericom VP Marketing Ilan Paretsky
Page 37
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

38. Value of Personalization
 Extend marketing automation reach
 Educate and nurture inbound prospects
 Turn anonymous prospects into qualified leads
 Lower cost per lead
 Optimize budget spend
 Create meaningful customer interactions
Page 38
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

39. Getting Started
• The Who, What, Where
Who
Where
Target Audience
Vertical
Persona
Page 39
© 2013 Marketo, Inc.
What
Content
Case Study
Video
Website
Email
Mobile
Marketo Proprietary and Confidential

40. Getting Started
Where to start?
Analytics
Identify high yield targets
Start personalizing
Page 40
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

41. Key Takeaways
• The 3 W's of Personalization: Who, what, where
• Firmographics and behavior are key
• Real-time personalization is about speed and relevancy
• Leverage big data and predictive analytics
• Getting started is easier than you think
Page 41
© 2013 Marketo, Inc.
Marketo Proprietary and Confidential

42. Thank you!
Real-time Personalization - How to optimize your website
and boost conversions
ebook: Personalization 101
contact us: @marketo
for more info: marketo.com/software/personalization/
© 2013 Marketo, Inc. Marketo Proprietary and Confidential