The document discusses the importance of real-time personalization in increasing customer engagement, showing that personalized content can significantly improve conversion rates and customer loyalty. It outlines best practices for personalization across various channels, including emails, websites, and social media, and highlights successful case studies. Key takeaways emphasize the necessity of understanding customer behavior and preferences to effectively engage customers through tailored marketing strategies.

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Using Real-Time
Personalization to Increase
Customer Engagement
Renata Bell Lizzy Funk
Sr. Product Marketing Manager, Senior Marketing Specialist
@TheRenataFactor @lizzymfunk

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74%Frustrated with impersonal web content

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40%Buy more from retailers who personalize

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10%Higher conversion rate from personalized email

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Agenda
 Personalization = Increased Engagement
 Best Practices for Personalization
 Ways to Personalize Across Channels
 Examples of Personalization

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The Quest of Every Marketer
YOUR
CUSTOMERS

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ENGAGEMENT
MARKETING

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BUYEVALUATELEARNENGAGE

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BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE

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BUYEVALUATELEARNENGAGE
RENEWGROWROIUSE
ADVOCATEREFERSHARETRUST

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NAILING
PERSONALIZATION

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WAYS TO PERSONALIZE
ACROSS CHANNELS

20. Where to Personalize
Website Social Email Mobile

21. How to Personalize
Behavioral vs. Demographic

22. Behavioral Segmentation
• What they’ve done
• Stage
• Engagement
• Activity
• Non-activity

23. Demographic Segmentation
• Who they are
• Age
• Location
• Gender
• Interests
• Birthday

24. Web Personalization

25. Web Personalization

26. Campaign CTR
Content identified by
RTP content rec engine
Implementation
completed in days
Bazaarvoice Engages Targeted Prospects with the Most
Relevant Content
“With Marketo Real-Time Personalization we can engage site
visitors with the most relevant content and personalized
messaging to help drive up-sell and cross-sell opportunities.”
– Greg Frame, Director of Internet Marketing
15-20% 180+

27. Email Personalization
• Dynamic content
• Tokens
• Nurture

28. Dynamic Content

29. Tokens

30. Nurture

31. Open rates Click-through rates Response rates
GFCU’s digital strategy builds lifetime relationships, drives
member engagement, and increases wallet share
“Before Marketo, we knew who we wanted to target, but didn't know
how. Now we're able to nurture our members based on their interests
and behaviors. In addition, we are increasing member response rate,
which is contributing as much as 20% of loan applications through our
targeted pre-screen campaigns.”
– Wendy Bryant-Beswick, CMO
3x 10x 2x

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Month Day, Year

33. Retargeting
An Internet User Visits Your Site Leaves Your Site
On Other Sites
Your Ad Appears
Your Ad Piques
Their Interest
Customer Visits
Your Website
YOUR
SITE

34. Retargeting

35. Retargeting Fails

36. Mobile Personalization

37. Visitors to blog each month Emails sent in one year User engagement
MyFitnessPal Leverages Marketo to
Engage 85 Million Users
“Marketo helped us address this significant challenge, gave us the
ability to scale and helps us leverage things like personalization,
analytics and segmentation to deliver the right content to the
right people at the right time.”
– Tara-Nicholle Nelson, Vice President of Marketing
9.5mm 1B 22%

38. Key Takeaways
• Personalized emails improve click
through rates by 14% and conversion
rates by 10%
• It’s all about the 1:1 conversation on the
cadence and channels our customers
prefer
• Segment your customers based on who
they are and what they’ve done
• Create cross-channel personalized
campaigns including social, mobile,
email and website
@therenatafactor
@lizzymfunk

39. Questions?

40. Thank you!