web personalization - a must for your 2017 marketing plans
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Web PersonalizationA Must for your 2017 Marketing Plans
David MyersSr. Product Manager, Marketo
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Housekeeping
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Agenda• The Engagement Economy• What is Web Personalization? How to use it?• Examples and successes of how and when to use Web
Personalization• Why Web Personalization is a must in 2017
ERIC JOHNSONChief Sales Officer, MARKETO
WELCOME!
Digital Transformation
has changed everything
Buyer expectations haveCHANGED THE GAME.
The era of theENGAGEMENT ECONOMY
Winning means delivering Personalized and Authentic experiences at scale
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Potential Prospects on your Website
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Potential Prospects everyday on your Website
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People are different
What is Web Personalization?
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Web PersonalizationSpeed“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”
Source: Microsoft Research
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Relevancy“82% of prospects value content targeted to their specific industry”
Source: MarketingSherpa
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“Personalizing your prospects experience at scale while they are
engaged and attentive in real-time”
Web Personalization
What’s the main reason you are not utilizing Web Personalization?
• Not enough bandwidth & resources
• Looking for the right technology
• Don’t have enough content and data
• Already doing it, looking to learn more
Poll Question
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Web Personalization
Convert those you don’t know(ANONYMOUS)
Engage those you do know(KNOWN)
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Main Motivations for Web Personalization Top Funnel Conversion Optimization
Accelerating Nurturing
Account-Based Marketing
Advertising Budget Optimization
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Most Recent Success Story1. Goal:
• Turn Anonymous to Known
• Convert the Known to Customers
2. Using Marketo Lead Management + Web Personalization
• 30% increase in conversions
• 2x faster nurturing from anonymous to customer
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Web Personalization Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
How to use Web Personalization?
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3 W’s to Web Personalization
WhoOrganization
Named Account List+
Role, Location, Behavior
WhatContent
Case StudiesVideos
White paper
WhereWebsite
Ads
Web Campaigns
Target Segments Goal:Engagement
FinanceBank of America OR Wells Fargo
Case Study
HealthcareTop Hospital
Customer
Testimonial
Ongoing Web Campaigns
Target Segments Goal:Registration
EnterpriseGlobal Trends
Webinar
U.S. CustomersAnnual
Conference
Registration
Point-in-Time Web Campaigns
Web Nurturing
Target Segments Awareness Interest Decision
FinanceState of the
Economy
Infographic
Bank of America OR Wells Fargo
Case Study
Advanced Solutions
User Group
HealthcareCompany Intro for
Healthcare
Intro Video
Top Hospital Customer
Testimonial
Annual Executive Summit
Conference
Buyer Journey Web Campaigns
Web Personalization Examples
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Location
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Location (Houston)
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Location (Seattle)
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Location - Tricentis
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Location - Tricentis
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Location - Tricentis
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Vertical - Sharp
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Vertical - Sharp
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Vertical - Commvault
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Vertical - Commvault
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Vertical - CommvaultDefault website Healthcare Visitors
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ABM - Amdocs
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ABM - Amdocs
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ABM - AmdocsDefault website Top 50 Telecom Operators
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Known Data - CA Technologies
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Known Data
Web Personalization in 2017
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Web Personalization in 2017
1. Don’t ignore your Web potential
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Web Personalization in 2017
2. Web Personalization over A/B Testing
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Web Personalization in 2017
3. Combine Rule Based & Predictive Personalization (AI)
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Web Personalization in 2017
4. Leverage Web Data into other channels
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Web Personalization in 2017
5. Web Personalization for Key Accounts (ABM)
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Web Personalization in 2017
1. Don’t ignore your web potential
2. Web Personalization over A/B Testing
3. Rule Based & Predictive Personalization (AI)
4. Leverage Web Data to other channels
5. Web Personalization for Key Accounts (ABM)
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SummaryWeb Personalization in 2017 is a must because:
• Your website is your most untapped potential
• You have enough data and resources
• The technology exists
• Higher engagement rates, conversions and revenue
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Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Leverage Existing Data and Content
Thank you.
Web PersonalizationA Must for your 2017 Marketing Plans
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