fill your funnel: lead gen with web personalization

Lead Gen with Web PersonalizationFilling your Marketing Funnel

David MyersProduct Manager, Marketo

Mike Telem VP Product Marketing, Marketo

Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Overview

• Top 5 secrets of anonymous lead generation• How to use personalization to convert anonymous to

known• Top 5 use cases for web lead generation• How leading marketers convert with web personalization

Lead Generation

71%of B2B marketing say it’s their top goal

60%B2B marketers say generating more leads is their biggest challenge

45%of marketers want to increase lead quantity as their most important objective

Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex


What’s the secret to anonymous lead

generation?

1. Thousands of potential prospects


2. Different Audiences


2. Different Audiences3. No more low Conversion

Rates



Rates4. Enough Content



Rates4. Enough Content5. Predictive Technology


What you do today?

Ads

Events

Content

Emails


Prospects (Your Web Visitors)

Picture this… Every month


Your Anonymous Visitors

• 98% of your prospects are anonymous• B2B 35,000 avg. monthly unique / 33,614 are anonymous

• B2C 160,000 avg. monthly unique / 156,800 are anonymous

• 83% of B2B buyers say company websites are the most popular channel for their online research.

2. Different Audiences, you just don’t know who they are


Different People, Different Audiences


Your Anonymous Prospects

3. Conversion rates don’t need to be so low


Conversion Rates

33%Conversion rates for personalized campaigns

20%Increase in qualified lead gen with selected content

Visitors presented with personalized content convert 5X more than avg.

4. You have enough content


Content• SMB

• On avg. 290 content assets discovered

• Enterprise• On avg. 4,000 content assets discovered

5. Predictive technology is here!


Predictive• Machine Learning• Predictive Analytics

What to do?


What to do?

• Engage Them!• Like you do on other channels

• Deliver the right message to the right person• Educate• Nurture• Convert


Buyer’s Journey


Real-Time Personalization

“Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them”

(Microsoft Research)

Speed

“82% of prospects value content targetedto their specific industry” (MarketingSherpa)

Relevancy

Personalizing your prospects experience while they are engaged and attentive

Use Cases


B2B - Use Case Strategy

Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals


B2C - Use Case Strategy

Location Device Known Buyer

Special OffersApp DownloadDelivery & Terms

Behavioral

Cart Abandonment

Examples


Location-BasedDefault View Personalized for US Visitors


Location-Based

Visitors presented with personalized content convert 5X more than avg.

Local Live Events


Vertical-Based

Education

Consumer

Financial Services

Life Sciences


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%.


Account-Based Marketing (ABM)

Visitors from UPS Visitors from Barclays

Increased opportunity stream from key accounts


Behavioral


Behavioral (honeymoon search & referral)


Behavioral (honeymoon search & referral)

Over 17% avg. CTR on behavioral campaigns.


Behavioral – Return visitor & specific page

Default View Personalized based on behavior

2016 Insights – Predictive is here


• 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



Automatic Content Discovery


• Identify similar web visitors

• Discover content connections

• Recommend most relevant content


ADD THE REC BAR


Content Recommendation Results

315%Increase in site engagements (pages per visit, time on site) for targeted visitors

201%Increase in content specific lead conversion

3xMore views on recommended content compared to generic views

18%Increase in content consumption


Key Takeaways• Thousands of potential prospects

• Different audiences

• No more low conversion rates

• You have enough content

• Predictive technology

Thank you

Lead Gen with Web PersonalizationFilling your funnel

Contact us: [email protected] / [email protected] more info: www.marketo.com/personalization