website personalization: the next level of online target marketing

Website Personalization – The Next Level of Online Target

Marketing July 9, 2014

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Today’s Speakers

Thorin McGee

Editor-in-Chief

Target Marketing

Carolyn Goodman

President

Creative Director

Goodman Marketing Partners

Moderator

#TMGWebinar

David Myers

Product Manager

Real-Time Personalization

Marketo

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Website Personalization

July 9, 2014

The Next Level of Online Target Marketing

The Evolution of the Web

SOURCE: www.evolutionoftheweb.com

5

Recognize returning customers 6

The Secret to Success? Alignment. 7

Thought sequences in alignment

Out of alignment

Historical Look: MURLs 8

9 Historical Look: PURLs

Christopher Goodman,

1

0

Historical Look: PURLs

1

1

Building Aligned Web Pages

Personalizing Websites for Shoppers

SOURCE: Invesp Consulting

1

2

SOURCE: Invesp Consulting

1

3

Personalizing Websites for Shoppers

SOURCE: Monetate/eConsultancy

14 Personalizing Websites for Shoppers

19%

Personalizing Websites for Shoppers 15

Personalizing Websites for Shoppers 16

Personalizing Websites for Shoppers 17

18 Personalizing Websites for Shoppers

Missed Opportunity

SOURCE: Econsultancy

The number of marketers who leverage behavioral data on their website.

19%

19

Why Personalize your Website? 20

SOURCE: Kissmetrics.com

Bounce Rates by Industry

Optimize for Intent 21

22 Optimize for Intent

23 Optimize for Intent

24 Optimize for Intent

SJR

Book yours today >

Life is a

journey

25 Optimize for Intent

26 Optimize for Intent

SOURCE: imFORZA

67%

27 Business-to-Business Buying Journey: Starts Digitally

SOURCE: imFORZA

90%

28 Business-to-Business Buying Journey: Starts Digitally

Optimize for Intent 29

Optimize for Intent 30

Home Page messaging is too broad 31

Vague, self-serving description 32

Optimized for Intent 33

SOURCE: 2014 B2B Web Usability Report

93%

34 Business-to-Business Website Annoyances

Optimize Behavior from Social Media 35

Optimize Behavior from Social Media 36

Optimize Behavior from Social Media 37

Optimize for IP address 3

8 38

Summary 39

• Leverage knowledge about your customers and present custom content when they return: Amazon or SBI

• Match web pages to SEM user intent: Expedia or Tyco

• Consider the source of the lead: Social media (Pinterest, Facebook): Zappos

• Consider MURLs, PURLs to create custom web content that matches a pull campaign effort

• Use site visitors IP address to help guide them to the most country-appropriate site

• Align, align, align

Thank you!

Carolyn Goodman President/Creative Director Goodman Marketing Partners E: carolyn@goodmanmarketing.com P: 415.507.9060 x222 www.goodmanmarketing.com

40

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Real-Time Personalization

David Myers Product Manager, Marketo

Page 42

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

What is Real-Time Personalization?

Identifying a person’s attributes (contacts + firmographics + context)

Speed: “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research)

Customizing their experience by presenting them with relevant content, calls-to-action or visuals

Page 43

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Real-Time Personalization

• Segments inbound prospects in real-time based on:

• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous

Page 44

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Real-Time Personalization

• Auto-engage anonymous visitors with personalized

content or calls to action

• Leverage existing content for Amazon-like content

recommendations

• Generate personalized communications across channels

(Email, web, mobile, ads)

• Create meaningful, real-time interactions with targeted

individuals

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Personalization Attributes

Page 46

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

B2B Personalization Attributes

Organization

Industry

Revenue

Customer journey

Size

Persona

Territory

Page 47

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Account-Based Marketing (ABM)

• Focus on key revenue generating accounts

• Identify and target accounts based on vertical, name & size

• Measure and analyze effectiveness of marketing programs

• Align with Sales to support strategic goals

Page 48

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

B2C Personalization Attributes

Customer journey

Geo-location

Price sensitivity

Buying history

Product intent

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Real-Time Personalization Examples

- Targeted Campaigns

- Amazon-Like Content Recommendations

Page 50

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Quick Overview

ROOM SYSTEMS LIFESIZE | POLYCOM | CISCO

DESKTOP/MOBILE LYNC | GOOGLE | JABBER | BROWSER

IOS | ANDROID

COLLABORATION CONTENT SHARING | CHAT | VIDEO SHARING

MULTI-PARTY BRIDGE CLOUD MCU

Page 51

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Vertical/Journey Campaign Program

Target Segments Awareness Interest Evaluation Commitment

Fortune 500

Companies

State of the modern

meeting

Infographic

Facebook

Case Study

How Blue Jeans

Helps You

Live Demo

Blue Jeans

Advanced Solutions

User Group

Healthcare Industry Learning with

Blue Jeans

Use Case

Medical Institute

Testimonial

Cloud-based video

conferencing

White Paper

Blue Jeans

video summit

Event/ Conference

Named Account Lists

Blue Jeans Demo

Center

Overview Video

Wharton Connects

Students

Videocast

Blue Jeans mandate

and promise

Advanced Services

Join our top

executives

Networking Meeting

Page 52

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Blue Jeans Example (Healthcare)

Page 53

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Blue Jeans Example (Healthcare)

Page 54

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Blue Jeans Example (Healthcare)

Page 55

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

SysAid

Content Recommendation Engine

• A leading provider of IT service management solutions

• Existing quality content (blog, tutorials, webinars)

• Challenge: Match the right content to the right online prospect

• Goal: Improve content consumption, increase lead registration

and nurture existing lead engagement

Page 56

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Content Recommendation

Page 57

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Content Recommendation

Page 58

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Content Recommendation

Page 59

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Use Case Results

• Automatic discovery of over 400 assets

• 50% uplift in content consumption (Webinar, Demos)

• Over 500 additional engagements on recommended content

• Avg. time on site 5x higher for engaged recommended content

• Expansion to over 50 recommended pieces of content

Page 60

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Key Takeaways

• Identify, engage, nurture thousands of anonymous prospects

• Turn your prospects into qualified leads with real-time personalization

• Create meaningful, engaging continuous conversations

• Getting started is easier than you think

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Thank you!

Contact: David Myers - dmyers@marketo.com

Web: marketo.com/personalization

Twitter: @marketo

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