marketo@marketo: how we do what we do (part ii)
Post on 09-Jan-2017
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Rick SiegfriedCustomer Marketing Manager
Chia XiongCustomer Marketing Programs Specialist
Vyoma KapurSr. Manager, Enterprise Marketing Programs
Divya DuttSr. Manager, Web Marketing
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Today’s Personalized Agenda• Web Personalization …personalize your website
• Sales Insight …personalize their communications
• Ad Bridge …personalize their cross-channel experiences
Chia XiongCustomer Marketing Programs Specialist
Vyoma KapurSr. Manager, Enterprise Marketing Programs
Web Personalization
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Why do we do it?
Increased relevance
Increased CTRs
Increased conversion
rates
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3Ws of Personalization
What?
• What are the objectives?• What should the message, format, design and call to action be?
Who?
• Which segmentation variables to use?• Should we target anonymous or known traffic, or both?
Where?
• Should we personalize on one channel or many?• What parts of the website should we enable personalization?
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What: Types of CampaignsBlog/content recommendations, corporate event promotions, webinars, ebooks etc.
Analyst papers, case studies, field events, in-depth reports, customer story webinars
Product datasheets, product demos
Top
Mid
Bottom
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What: CampaignsObjective: Drive asset downloads & convert anonymous traffic in the Healthcare segmentFormat: Dialog boxes
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Where: Across Channels
WEBMOBILEDISPLAYSOCIAL
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Where: Sample Placements
Sections for targeted messaging
Modules for direct-response campaigns
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Who: Segmentation VariablesTypeBusiness unitGeographyIndustryTech stackLifecycle stageBehaviorEngagementDevice
Customer | ProspectEnterprise | SMBSF | CA | North AmericaHospitality | SoftwareSalesforce CRM | LinkedInPre-opp | Opp stage 2Pricing page | Homepage1st visit | 3rd visitDesktop | Mobile
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Examples of User Experiences
Segment: Industry (publishing)Geo: IllinoisCampaign: Lunch & Learn in Chicago for publishers
Segment: Device (mobile)Campaign: Marketo’s mobile product datasheet
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Overall StrategyOne-off direct-response Ongoing direct-response Ongoing messaging
Objective Drive registrations Drive asset downloads / views Increase relevance
Priority 1 (time sensitive) 2 (not time sensitive) N/A (different placements)
Type of content Events, demos, webinars etc. Definitive guides, ebooks, research papers, case studies etc.
Product descriptions, use cases, customer logos etc.
Placements CTA areas across the site CTA areas across the site More embedded placements
Segmentation Variables Geos (for events) Verticals, business units, page visits Verticals, business units
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How We Set Up Segments
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Customer Focused Segments
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Customer Focused Segments
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Customer Focused Segments
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Customer Focused Segments
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How We Set Up Campaigns
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Customer Focused Campaigns
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Customer Focused Campaigns
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Customer Focused Campaigns
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Customer Focused Campaigns
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Customer Focused Campaigns
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Customer Focused Campaigns
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How We Report on the Results
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How We Report on the Results
Named Account Activity Tracking
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Sample Report• Purpose: sales enablement
• Source: Marketo Web Personalization & Google Analytics
• Contents: account name, pages visited, number of visits
• Cadence: weekly
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Named Account Tracking: Use CasesIndicator Potential Signal Data Application
Spike in activity from an account
Account may be actively researching marketing automation tools/resources
Check reports to find any known contacts visiting, reach out to them, leverage Marketing
Product/pricing page visits
Account is actively considering Marketo and performing due diligence
Request for meeting as soon as possible
Career page visits Employees from account looking for jobs at Marketo
Keep an eye out for visits to product/resource pages
Visits to resources e.g. eBooks, guides etc.
Account looking to learn more on industry/best practices etc.
Keep account engaged with content on similar topics
Visits to demo pages Account may be in research phase Check reports to find any known contacts visiting, reach out with full product demo
Rick SiegfriedCustomer Marketing Manager
Sales Insight
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Marketo Sales Insight (MSI)• Why should a marketer care?• How does a salesperson use it?
Marketo Customer Revenue Model
Marketo Customer Revenue Model
MARKETING
SALES
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Back to Basics… Marketing Programs
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Now into the CRM
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Sales wants that Program Info
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Sales wants that Program Info
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How does SALES leverage that INSIGHT?
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a Marketing message with a Sales touch
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a Marketing message with a Sales touch
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a Marketing message with a Sales touch
Here’s a nice outlook on life..
Here’s a nice outlook on life..
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Marketo Sales Insight (MSI) Plugin
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Send a Marketo Email
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Send a Marketo Email
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Marketo Sales Insight (MSI) Plugin
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Marketo Sales Insight (MSI) Plugin
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Marketo Sales Insight (MSI) Plugin
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Marketo Sales Insight (MSI) Plugin
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Add to Marketo Campaign
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Add to Marketo Campaign
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Add to Marketo Campaign
Divya DuttSr. Manager, Web Marketing
Ad Bridge
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Personalized Retargeting Ads
Site Visit
Leaves Site
Industry: Healthcare Revenue: EnterpriseLocation: Canton, OhioInterest: Lead Gen.
MarketoEngagement
Platform
Visitor
Display NetworkSites
Returns to site
Off site visitor
Partner Ad Networks
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Marketo Integrations
Marketo Engagement
Marketing Platform
Product Interests
Verticals
Company Size
Lead Score
Buyer Journey
Create Segmented Lists
AD NETWORKS
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Product Walk Through
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Healthcare Smart List in Marketo
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Send List to Partners
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Find Smart List on Facebook
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Marketo Ads
We have seen 2% increase in conversion rates from these campaigns
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Marketo (Ads)
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What Are the Benefits?
Increase lead quality
Optimize ad spend
Acquire customers faster
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Today’s Personalized Agenda• Web Personalization …personalize your website
• Sales Insight …personalize their communications
• Ad Bridge …personalize their cross-channel experiences
Questions?More Amazing Resources:• docs.marketo.com• marketo.com/summit• nation.marketo.com (sorry,
customers only!)
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