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

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


SJR

Book yours today >

Life is a

journey

SOURCE: imFORZA

67%

27 Business-to-Business Buying Journey: Starts Digitally

SOURCE: imFORZA

90%

28 Business-to-Business Buying Journey: Starts Digitally

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 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: [email protected] P: 415.507.9060 x222 www.goodmanmarketing.com

40

© 2014 Marketo, Inc. Marketo Proprietary and Confidential


David Myers Product Manager, Marketo


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



• 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



• 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


Personalization Attributes


B2B Personalization Attributes

Organization

Industry

Revenue

Customer journey

Size

Persona

Territory


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


B2C Personalization Attributes

Customer journey

Geo-location

Price sensitivity

Buying history

Product intent


Real-Time Personalization Examples

- Targeted Campaigns

- Amazon-Like Content Recommendations


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


Blue Jeans Example (Healthcare)


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


Content Recommendation


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


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


Thank you!

Contact: David Myers - [email protected]

Web: marketo.com/personalization

Twitter: @marketo

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website personalization: the next level of online target marketing

Technology

intent source

shoppers source

web source

personalizing websites

opportunity source

intent sjr

sem user intent

business website annoyances