Marketo Real Time Web Personalisation

Marketo Web Personalization

Mike TelemVP Product MarketingReal-Time Personalization

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016

Agenda• What and why of Web Personalization• Product features and competitive Advantage• Examples & Case Studies


Real-Time Web PersonalizationSpeed“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 targetedto their specific industry” MarketingSherpa

Personalizing your prospects experience while they are engaged and attentive

The Right Channel83% of B2B buyers say company websites are the most popular channel for their online research. MarketingProfs


Typical MotivationsTop Funnel Conversion Optimization (Qualified LeadGen)Accelerated NurturingAccount-Based MarketingAdvertising Budget Optimization


Top 5 Use CasesLocation Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals


Marketo Web PersonalizationWeb EngagementsB2B Analytics

Personalized Ads Predictive Content RecommendationsAccount-Based Marketing


Marketo Web PersonalizationB2B Analytics

• Identify top funnel (anonymous) firmographics• Organization, Industry, Size, Revenue

• Enrich and integrate with Google Analytics & Adobe SiteCatalyst• Works with any CMS

Web Engagements• Flexible Segmentations

• Firmographics + Behavior• Known Lead Data

• Title, Product Interest, Score• Targeted Campaigns

• Dialog, In Zone, Widget, API• A/B Testing, auto-tuning

Personalized Ads Predictive Content Recommendations• Automated content discovery• Predictive analytics• Automated content recommendations

• Google Display Network• Facebook Remarketing network• Remarketing Ads based on

• Firmographics• Behavior• Known Lead Data

ABM• Manage Named Account Lists• Engage key accounts across channels• Sales Intelligence


Competitive Advantage• Firmographic + Behavioral Personalization• Account-Based Marketing Web Campaigns• Known Lead Data Personalization• Content Discovery & Predictive Recommendations• Quick time-to-value


Advantage over AdobeAdobe Test and Target cannot:• Identify firmographic info for anonymous visitors (which is most visitors) such as company, industry size, revenue and cannot personalize to them.• Run any sort of ABM campaign• Tie into MLM data (theoretically with API, practically, cannot) to engage based on score, title, past event registration, product interest, etc.• Add behavioral and location data to firmographics and lead data for further personalization• Retarget specific prospects/customers with event promotion ads in google and Facebook based on the above data (firmographics, lead data)


Advantage over Demandbase (DB)• Marketo Web Personalization (WP) can target based on firmographics AND behavior (intent). DB only firmographics.• We are much more resource-friendly, cost – efficient and provide an actual UI that you can generate campaigns and measure results. With DB, you must integrate with a CMS.• WP has predictive content using machine learning to auto-optimize results and discover content and offer a content recommendation engine. DB does not.• WP requires no IT or coding, which provides a much quicker time to value.

Predictive Content Recommendations


Predictive Content Recommendation Engine1. Auto-Discovers and maps all of your content assets2. Learns which content works best and for who3. Recommends relevant content to web visitors & leadsIncreases content consumption and onsite engagement


• Auto-discover your content• Analyze and track behavior to discover assets

DISCOVER LEARN RECOMMEND


• Record actual content consumption• Analyze performance for different audiences• Learn what works best for who


Machine Learning


DISCOVER LEARN RECOMMENDAutomatic Content Discovery


• Identify similar web visitors• Discover content connections• Recommend most relevant content


Personalization Examples & Case Studies


Case Studies

RTP campaigns generate click-thru rates of 15%-20%

Visitor presented with personalized convert converted 5x more

Over 390% increase in avg. time on site for visitors viewing

personalized content

Up to 14% CTR on key named accounts

(B2C) Over 17% avg. CTR on behavioral campaigns


Case Studies (Hortonworks)www.marketo.com/customers/hortonworks/Average visit duration increased by 313%Top campaign conversion rate increased by 47%average pages per visit increasing 163%Lead routing accuracy increased by 43%


Case Studies (Schooldude)www.marketo.com/customers/schooldude/30% of Webinar registrations attributed to ABM400+ Summit registrations attributed to geo targeting/personalization140,000+ institutions tracked for personalization increased average session duration by 394%Average pages per session by 405%


Case Studies (Nice Systems)www.marketo.com/customers/nice-systems/Visit duration up 193% and pages visited up 103% for visitors who engaged with

web personalized campaigns450% increase in video content consumption with web personalizationVisitors presented with personalized content convert 5X more than average and

account for approximately 30% of goal completions


Location-Based


Location-Based (Houston)


Location-Based (Seattle)


Vertical-BasedDefault View

Personalized for Visitors from the Healthcare Industry

Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.


Sales Stage: API Security

RTP used to target visitors off of lead score. Created 5 separate campaigns for each stage of the nurture process.

Solutions How To BuyValidationEducationAwareness

Lead Score >10050< Lead Score <100

20< Lead Score <50

Known Lead Score <20Anonymous

All Widgets are segmented to appear on the API Management Page. Their targeting allows them to all run simultaneously on the same page with out overlap.


Account-Based Marketing (ABM)


Account-Based Marketing (ABM)


Behavioral


Behavioral


Persona


Persona

Product Screenshots



Getting Started is EasyAny CMS, Zero IT

Real-Time Campaigns in Seconds

Hands Free capabilities

Thank you.