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Web PersonalisationJack Ashman
Solutions Consultant
jashman@marketo.com
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
jashman@marketo.com
jashman@marketo.com
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
jashman@marketo.com
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Personalisation is the art and science of getting more people to perform desired actions
jashman@marketo.com
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Personalisation is about removing barriers to conversion
jashman@marketo.com
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Who your visitors are
What their goals are
The tasks they need to complete to achieve their
goals
What will influence them
jashman@marketo.com
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Sarah’s first visit
Anonymous Cookie IDCookie ID Fjdki94jfmdk3e;
Search term Engagement Marketing
Inferred Company Intel
Anonymous Cookie IDIndustry Software & Cloud
Company Size Enterprise
Named Account Yes
Anonymous Cookie IDRevenue Stage Unknown lead
Anonymous Cookie IDBrowser Firefox
Anonymous Cookie IDActivity log Visited homepage
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Segment web visitorsOn first visit Location
Company
Company size
Industry
From a named account
Web behaviour
Search term
Referral source
Browser
Device
Known visitors
Any Marketo or CRM field- customer journey stage- product interest- lifetime value- lead score- behaviour score- hasn’t downloaded app
jashman@marketo.com
Intro
What do successful customer do?Top Use Cases
jashman@marketo.com
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Typical B2C Use Casesjashman@marketo.com
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Product Highlights
Typical B2B Use Cases jashman@marketo.com
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
500% increase in conversion
jashman@marketo.com
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
313% increase in average visit duration, 163% increase in average pages viewed per visit
jashman@marketo.com
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
jashman@marketo.com
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Solutions How To BuyValidationEducationAwareness
Lead Score >10050< Lead Score <100
20 < Lead Score < 50
Known Lead Score <20Anonymous
jashman@marketo.com
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Personalisation is the art and science of getting more people to perform desired actions
jashman@marketo.com
LIVE DEMOjashman@marketo.com
How to get started?
jashman@marketo.com
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
BIGGESTOPPORTUNITY
LOWESTEFFORT
jashman@marketo.com
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
jashman@marketo.com
The 10-Step Plan to Successful personalized Web Engagement
jashman@marketo.com
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
10 Steps to Web PersonalizationStep 1: Figure out your Who, What and Why
Step 2: Select 2-3 use cases to implement
Step 3: Select 2 audiences per use case to implement
Step 4: Segment and gather initial analytics
Step 5: Outline content per stages of the customer journey
Step 6: Leverage existing content and create customized calls-to-action
Step 7: Deploy Web Personalization Campaigns
Step 8: Power your ads with data to target
Step 9: Implement A/B testing and optimize performance
Step 10: Share reports with internal teams and align with sales
https://www.marketo.com/ebooks/10-steps-for-a-successful-personalized-web-engagement-strategy/
jashman@marketo.com
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Think Marketo web personalisation when you hear: “Conversion Rate Optimization” / “Optimisation”
“Account-Based Marketing”
“Advertising Budget Optimization”
jashman@marketo.com
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
10 questions when choosing personalisation software
jashman@marketo.com
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Remember…
Any CMS, Zero IT
Campaigns in Seconds
Follow the 10 Steps
jashman@marketo.com
QUESTIONS?JASHMAN@MARKETO.COM
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