web personalization - a must for your 2017 marketing plans

Web PersonalizationA Must for your 2017 Marketing Plans

David MyersSr. Product Manager, Marketo

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Housekeeping

Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023

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


Potential Prospects on your Website


Potential Prospects everyday on your Website


People are different

What is Web Personalization?


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


Relevancy“82% of prospects value content targeted to their specific industry”

Source: MarketingSherpa


“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


Web Personalization

Convert those you don’t know(ANONYMOUS)

Engage those you do know(KNOWN)


Main Motivations for Web Personalization Top Funnel Conversion Optimization

Accelerating Nurturing

Account-Based Marketing

Advertising Budget Optimization


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


Web Personalization Use Cases

Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals

How to use Web Personalization?


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


Location


Location (Houston)


Location (Seattle)


Location - Tricentis


Vertical - Sharp


Vertical - Commvault


Vertical - CommvaultDefault website Healthcare Visitors


ABM - Amdocs


ABM - AmdocsDefault website Top 50 Telecom Operators


Known Data - CA Technologies


Known Data

Web Personalization in 2017



1. Don’t ignore your Web potential



2. Web Personalization over A/B Testing



3. Combine Rule Based & Predictive Personalization (AI)



4. Leverage Web Data into other channels



5. Web Personalization for Key Accounts (ABM)



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)


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


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