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Why Web Personalization is Essential for ABM
This document discusses the importance of web personalization in account-based marketing (ABM), emphasizing that it enhances engagement and conversions by tailoring experiences for both known and anonymous visitors. Key points include the ability to reach and convert more prospects, engage named accounts throughout their buyer journey, and improve overall marketing effectiveness. It also provides insights and examples illustrating the significant impact of web personalization on customer interactions and conversion rates.
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Why Web Personalization is Essential for ABM
- 1. Why Web Personalizationis ESSENTIAL for ABM Brian Glover Director of Product Marketing @brianjglover
- 2. • This webinaris being recorded! • Slides and recording will be sent to you after the webinar • Have a question? Use the Chat in the bottom left • Posting to social? Use our hashtag - #mktgnation Housekeeping
- 3. Page 3Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Agenda • Web Personalization refresher • Why Web Personalization is a must for your ABM strategy • Key ABM engagement metrics related to Web Personalization • Examples and success stories of how our customers use Web Personalization to engage high-value accounts
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- 5. Page 5Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Thousands of Prospects on Your Website Everyday Leave Without Converting 98% of website traffic is anonymous 10 seconds on average to establish relevance 2% average conversion rate
- 6. Different People +Different Needs + Static Content = Low Conversions
- 7. Web Personalization DrivesMore Engagement and Conversions Identifies a person’s attributes Intent, potential, behavior, profile and/or firmographics Customizes their experience Presents them with relevant content, offers or visuals
- 8. Page 8Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Web Personalization Convert those you don’t know (ANONYMOUS) Engage those you do know (KNOWN)
- 9. Web Personalization isa Must for ABM
- 10. Page 10Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Drive More Pipeline & Revenue from Named Accounts Convert more prospects from Named Accounts Engage Named Accounts throughout the buyer journey Upsell/x-sell existing accounts Provide insights on Named Accounts to reps
- 11. Page 11Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Channels Ads Web Email Mobile Offline / Events
- 12. Page 12Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Extend Your ABM Reach to Anonymous Prospects Email (5K) << Known >> << Anonymous >> Reach (Number of engaged key accounts) ------------------------------------------------
- 13. Page 13Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Extend Your ABM Reach to Anonymous Prospects Email (5K) Website (50K) << Known >> << Anonymous >> Reach (Number of engaged key accounts) ------------------------------------------------
- 14. Page 14Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Extend Your ABM Reach to Anonymous Prospects Email (5K) Website (50K) Ads (500K) << Known >> << Anonymous >> Reach (Number of engaged key accounts) ------------------------------------------------
- 15. Page 15Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Engage Named Accounts Throughout the Customer Journey Key Accounts
- 16. Page 16Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Target Stakeholders in ABM Accounts ABM + Stakeholders President CFO CIO Bus. Dev. Known
- 17. ABM & WebPersonalization: Customer Examples
- 18. Page 18Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Web Personalization & ABM
- 19. Page 19Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Web Personalization & ABM
- 20. Page 20Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 • Top 50 Telecom Operators Named Account Lists Web Personalization & ABM
- 21. Page 21Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Web Personalization & ABM
- 22. Page 22Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Web Personalization & ABM
- 23. Page 23Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Top 200 Accounts Named Account Lists Web Personalization & ABM
- 24. Web Personalization Personalizing webexperiences can lead to: • Average time on site up 193% for visitors who engaged with personalized content • Up to a 270% increase in content consumption • 30% increase in conversion rates
- 25. Web Personalization +Retargeting
- 26. Page 26Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Ad Retargeting • Retargeting Ads to Customers Using Competitors • Retargeting Ads to Key Government Accounts
- 27. Page 27Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Ad Retargeting *illustration mockup
- 28. Ad Retargeting Personalizing AdRetargeting can lead to: • Conversion rate goals boosted by 13x • Leads in the early stage of the nurturing funnel show a conversion rate as high as 40% • Cost per conversion decreased 10x
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- 30. Page 30Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Measure Visits from Target Account Lists
- 31. Get Deeper Insightsby Integrating with Google Analytics
- 32. Share Visitor Detailsby Account with Sales
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- 34. Page 34Marketo Proprietaryand Confidential | © Marketo, Inc. 8/29/2017 Summary • Web Personalization gives you access to untapped ABM potential for anonymous prospects • Extend your ABM consistently across all marketing channels by incorporating Web Personalization • Engage Named Accounts throughout the customer journey • Have a single, unified platform to manage your ABM with Marketo
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- 36. Thank you! Why WebPersonalization is ESSENTIAL for ABM Brian Glover Director of Product Marketing @brianjglover
Editor's Notes
- #3 - MODERATOR SLIDE 2 - SCRIPT: Before we get started, I’d like to run through some housekeeping items. Our webinar is being recorded, and slides will be sent to you after the presentation If you have questions, please enter them in the chat box in the bottom left corner of your window, and we will get to as many as we can after the webinar. Please share thoughts and takeaways on social using #mktgnation And with that, I’m going to hand it over to [Speaker Name]!
- #6 More people visit your website in a year than all of the people in your marketing database That’s a lot of opportunity to engage customers and attract new prospects The vast majority of your web traffic will be from anonymous visitors But you have a very short amount of time to capture their attention and in fact… Only 2% convert of your visitors convert on average You have thousands of prospects leaving your website everyday without converting, and why is that?
- #7 Because people who come to your website are all different – with different backgrounds and different needs You would never send the exact same email to your entire database, so why show all your web visitors the SAME content? Reasons for low conversions on web: Generic content –Same messaging for everyone regardless of their background and needs, causing valuable visitors to leave Repetitive Messaging – Known visitors return to your site as they progress through the buying process – their needs change over time, yet they see the same content
- #8 Avoid low conversion rates. Web Personalization helps you drive more engagement and conversions by tailoring web experiences for each individual. Here’s how it works: When someone arrives on your site, Marketo identifies specific visitor attributes like intent, behavior, or firmographic data Then, Marketo customizes their experience by presenting them with tailored content, offers or visuals You can personalize your website for both anonymous AND known visitors, using data from Marketo’s database For anonymous visitors – behavioral and firmographic data can be used for personalization, so personalization can begin on the FIRST visit! For known visitors – personalize based on any of the attributes you have stored in Marketo’s Engagement Hub
- #32 Using Google Analytics? Extend your Web Personalization insights into Google Analytics with our native integration Get deeper insights into which segments are visiting your website, and which campaigns are the best performing ones Ex: Google Analytics has metrics around time spent per visit when there is a Web Personalization campaign included vs no WP campaign