More than 98% of visitors on your website are anonymous, but that doesn't mean you can't successfully engage them and generate more qualified leads. Marketo Real-Time Personalization allows you to nurture, educate and turn more of your top-of-funnel leads into qualified leads and engaged customers. Extend your marketing reach with personalized content, messaging, and calls-to-action based on a visitor’s organization, industry, locations, or digital behavior — even if they are anonymous. Then, continue the individualized conversation with buyers through multiple channels and stages of their journey — from the first ad they see, to onsite engagement, through final acquisition.

1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Personalization
Turn Your Anonymous Prospects into
Qualified Leads
David Myers
Product Manager, Marketo
Mike Telem
VP Product Marketing, Marketo

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Overview
• Who are your anonymous prospects?
• The changing world of the buyer
• Engaging anonymous prospects in real-time
• Real-Time Personalization examples and demo
• Getting started

3. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Who are your anonymous
prospects?

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Your Anonymous Prospects
• Thousands of relevant prospects
• 98% of your prospects on your website are anonymous
• Avg. monthly unique for B2B: 35,000
33,614 are anonymous
• Avg. monthly unique for B2C: 160,000
156,800 are anonymous
• You will never guess who they are

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Your Anonymous Prospects

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Your Anonymous Prospects

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Your Anonymous Prospects
• Real & Relevant
• Buyers
• Decision Makers
• Diverse
o Location
o Product interest
o Industry / Company
o Campaign source
o Buying stage

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Your Anonymous Prospects
• Active & Attentive
• You invested time and money to bring prospects to your site:
o PPC / PR / Social / Ads / Trade Shows
o 29% of marketing budgets go towards digital
o 50% increase in budget for social and 60% for content in 2014
• Prospects chose to visit your site, actively looking for a solution
• BUT over 70% of the buyer’s cycle is complete before reaching out to a
Sales Rep

9. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
It’s a Buyer’s World

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The New Buyer’s World
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING
THEN NOW

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The Sales & Marketing Process
THEN
(Contacting Sales)
NOW
(Contacting Sales)
Awareness
Interest
Desire
Action
70% OF THE
BUYING
PROCESS

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What Can You Do?
?

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What Can You Do?
• Engage your prospects
• Provide relevant content
• Help educate them
• Guide them through the process
• Identify hot, qualified prospects and convert into leads

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What Can You Do?
• Apply Marketing Automation concepts
• Educate
• Nurture
• Automate processes
• Increase interactions, time on site,
content consumption & conversions

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What Can You Do?
• Real-Time Personalization
• Identify
• Segment
• Target
• Engage
• In real-time with relevant content

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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

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How: 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

19. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
Examples of Real-Time Personalization
for Anonymous Prospects

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Real-Time Personalization (Location)

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Real-Time Personalization (Location)

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Real-Time Personalization (B2C Behavioral)

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Real-Time Personalization (B2C Behavioral)

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Blue Jeans Example (Healthcare Industry)

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Blue Jeans Example (Healthcare Industry)

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Blue Jeans Example (Healthcare Industry)

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Demo

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Getting Started

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3 W’s of Personalization for Anonymous
Prospects
Who
Organization / Vertical
Product interest
Location
Behavior / Stage
What
Content
Case Studies
Videos
Where
Website
Mobile
Advertising

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Who - Anonymous
Firmographic
Persona
Product intent
Customer journey
Price sensitivity

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What - Content Analysis
• Content per named account, vertical, behavior
• Auto-discover and map content

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What - Mapping Content
• Content Matrix
Target Segments Awareness Interest Evaluation Commitment
Fortune 500
Companies
State of the modern
meeting
Infographic
Facebook
Case Study
How XYZ can Help
You
Live Demo
XYZ Company
Advanced Solutions
User Group
Behavior – Specific
Search Term
Learning with
XYZ
Use Case
Top Customer
Testimonial
Cloud-based video
conferencing
White Paper
XYZ
video summit
Event/ Conference
Behavior - Referral
frequent visitor
XYZ Demo Center
Overview Video
Live Video Chat
Videocast
XYZ mandate and
promise
Advanced Services
Join our top
executives
Networking Meeting

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Where - Execute Content Campaigns
• Real-time personalization campaigns (web and mobile)
• Machine-learning and predictive analytics to automate content
recommendations
• Personalized ad retargeting

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Content Recommendation Engine
• Auto-engages prospects with relevant content assets
based on big data machine-learning and predictive
analytics
• Learns which content works best
• Boosting content consumption
• Hands free

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Getting Started is Easy
Any CMS, Zero IT
Real-Time campaigns in seconds
Hands Free capabilities

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
• Engage thousands of anonymous prospects
• Embrace the new buyer’s world
• Identify, engage, nurture your prospects with content
• Generate your prospects into qualified leads with real-
time personalization
• Getting started is easier than you think

37. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
Real-Time Personalization – Turn Your Anonymous
Prospects into Qualified Leads
ebook: Top of the Funnel (TOFU)
contact: mtelem@marketo.com / dmyers@marketo.com
more info: marketo.com/personalization