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Success with Personalized Ad RetargetingHow Sisense increased conversions by 13x
David MyersProduct ManagerMarketo
Ilan HertzHead of Lead GenerationSisense
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Agenda• Real-Time Personalization
• Ad Retargeting
• Advantages of Personalized Ad Retargeting
• Customer Success Story: Sisense
• Getting Started
90%say retargeting performs better than search, email and other ad displays.
Ad Budget Trends
24%are spending more than 50% of Ad budget on retargeting
44%of B2B companies will increase display budgets
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
PersonalizationIdentifies a person’s attributes Intent, potential, behavior, profile and/or firmographics
Customizes their experience Presents them with relevant content, offers or visuals
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
B2B Attributes
Organization Industry Revenue
Customer Journey
Size Persona Territory
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
B2C Attributes
Customer Journey
GeoLocation
Price Sensitivity
CustomerProfile
Buying History
Product Intent
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Real-Time Personalization
Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context,
even if they are anonymous
Organization Industry Database Location DigitalBehavior
Ad Retargeting
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad RetargetingShows ads to people who have visited your website
Prospect
Prospect Returns to your site
Your Site Prospect isTracked
ProspectLeaves
Your Ad onOther Sites
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
With Ad Retargeting…1. Acquire new customers2. Improve close rates3. Engage existing customers
Higher Engagements: 400% higher CTRs
Lower Costs: 40-70% lower CPAs
Personalized Ad Retargeting
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Don’t propose on the first date
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Bring the Right People Back
Organization
Database
Location DigitalBehavior
Industry
Bounce rate1st Visit: 50%2nd-5th Visit: lower then 20%
Conversion Rate1st Visit: 1-4%2nd-5th Visit: 8-12% of Leads are more qualified
Conversion increase by 2-3x compared to the 1st visit
Source: Internal Study
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Enriching the Data
Database
Location DigitalBehavior
Adding Firmographic visitor data to retargeting lists:
Account-BasedIndustry Size Revenue
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Enriching the DataOrganization
Database
Location DigitalBehavior
Role
Adding Known visitor data to retargeting lists:
ScoreJob Title
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Personalized Retargeting Use Cases
Organization
Database
Location DigitalBehavior
Industry
Product interest
Buying history
Vertical / Market Segment
Targeted Named Accounts (ABM)
Sales Cycle Stage / Score
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Retargeting (General)
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Retargeting Personalized
The Sisense Story
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
About Sisense
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
About Ilan Hertz
• Over 10 years experience in online marketing experience
• Various marketing positions at high-tech start up companies• SysAid
• Blazemeter
• Sisense
• Currently - Head of Lead Generation at Sisense
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Sisense Retargeting Before RTP
• Used basic Google Analytics segments• Visitors older than 14 days
• Visitors who didn’t convert
• Goal: Lead Gen (not opportunities)
• Messaging was the same to all segments CPC = $2.03
Conv. Rate = 1.1%
Cost/Conv = $184
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
About Sisense
Lead created Lead opened to SDR
Demo scheduled –
Lead converted to
MQL
Demo attended –
Lead converted to
Opp.
Sisense marketing team goal is to bring opportunities (not leads). Nurturing and remarketing are a critical part of our marketing efforts.
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Gap Between Platforms
Ad Platform(Google
Adwords)
CRM (Salesforce)
Marketing Automation (Marketo)
Information is moving in one direction
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad Platform(Google
Adwords)
Bridging the Gap
CRM (Salesforce)
Marketo MA + Web
Retargeting
Marketing Automation feeds the ad platform
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Web Personalization Implementation
Align your nurturing track messaging with your retargeting campaigns
Anonymous Visitor
Why BI?
Branding
New Lead
Why Sisense?
Branding
MQL/Opp
Sisense vs. alternatives
The cost of BI
Use Cases
Long Term Nurturing
Educational
Soft push
Branding
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad Campaign ExamplesAnonymous
VisitorNew Lead MQL/Opp Long Term
Nurturing
Results
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Cost Per Click (CPC)
+127%
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Conversions
+1,207%
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Cost Per Conversions
• Text
-91%
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Cost Per Conversions
• Text
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Overall Results• 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
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad Platform(Google
Adwords)
CRM (Salesforce)
Marketo MA + Web
Retargeting
What’s Next?
Sisense - Marketo Connector Coming Soon!
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Getting Started1. Enable Retargeting in Marketo Web Personalization
2. Create Customized Audiences based on Web Segments
3. Run retargeting Campaigns in Google + Facebook
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Summary
Increase Lead Conversions
Increase Lead Quality
Lower Cost per Conversion
Efficiently spend budget on the
prospects/buyers you care about
Thank you
Success with Personalized Ad Retargeting
David MyersProduct ManagerMarketo
Ilan HertzHead of Lead GenerationSisense
