marketo real-time personalization: solving the engagement challenge - mike telem
DESCRIPTION
Mike Telem, VP of Product Marketing for Marketo, talks about how to use Marketo's Real-Time Personalization tool to increase customer engagement and create personalized, relevant experiences for each of your buyers online.TRANSCRIPT
Marketo Real-Time Personalization
Solving the Engagement Challenge
Mike Telem VP Product Marketing, Marketo
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Overview
• Your two main assets
• The Engagement Challenge
• Engagement marketing and personalization
• Use cases, examples and results
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Prospects
Content
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Marketo Proprietary and Confidential
70%Of a customer’s journey today is self directed1
290Average number of content assets for an SMB2
60%of marketers will increase content marketing budget3
Content is KING
82% of prospects value content targeted to their specific industry67% find content targeted to their job function valuable
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Who are your web visitors?
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Web Visitors
• SMB
• On avg. 10 - 50K visitors per month
• Enterprise
• 40 - 200K visitors per month
• B2C
• 100K - over 1 mill. visitors per month
90% of companies have more website visitors than leads in
their database
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Your Web Visitors
Picture this… Every month
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Web Visits and Leads
90% of companies have more website visitors than leads in
their database
Leads Web Visitors
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Engagement Challenge
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Low Engagement and Conversion rates
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People are different
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Engagement Marketing
Engage People:
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital
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Real-Time Personalization
Engage thousands of prospects on your web site and mobile
• Web and Mobile are your main interaction channel
• Engage your anonymous site visitors and leads based on Who
they are and What they do
• Increase engagement rates and generate more qualified leads
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Real-Time Personalization
Who they are and what they do
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5 Use Cases for Real-Time Personalization
• Location
• Behavior/Product
• Vertical or Account-Based
• Persona
• Predictive Content Recommendations
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What does Personalization look like?
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Location
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Location
Results Average Visit duration up 193% and pages visited up 103% for engaged visitors 450% increase in video content consumption with RTP Visitors presented with personalized content convert 5X more than average and
account for approximately 30% of goal completions
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Verticals
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Verticals
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Verticals
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Verticals
ResultsIdentified over 70% of key targeted accounts 33% click-thrus from prospects from the financial services vertical
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Profile (B2C)
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Profile (B2C)
Fatal Hotel Group engaged visitors show 10X uplift in revenue generating conversion rates
Personalized Fattal Club offer drives 3X more click-thru then any other method
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17.8% uplift in content consumption+300% uplift in average time on site and page views Top recommendations drove a 201% boost in site lead conversions
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Real-Time Personalization
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Getting Started
Quick Setup
Leverage best practices
Focus on engagement
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
Q&A
more info: marketo.com/personalization
follow us: @marketo