change the face of b2c marketing with personalization
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Change the Face of B2C Marketing with Personalization!
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Overview
• Marketing and the evolution of personalization• The buyer’s journey and considered purchases• What is personalization?• Leveraging deeper customer insights and data• Channel Personalization and Web examples
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Marketing Transformation
FROM TO
Via mass advertising As individuals
Based on who they are Based on what they do
Using point in time campaigns Continuous conversations
Across few / isolated channels Wherever they are
With unclear objectives Always directed towards a goal
Interacting with People
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Engage People:
We call this
Engagement Marketing
• 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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What Consumers Say
74%Consumers frustrated with
irrelevant offers, ads, promotions
40%Buy more from retailers who
personalize
Source: Janrain & Harris Interactive, MyBuys
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Evolution of Personalization
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Evolution of B2C Personalization
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Need CarAsk
FriendsVisit
ShowroomBuying
DecisionBuyCar
Buyer Journey 2.0
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What is Personalization?The combination of:
Identifying a person’s attributes
Intent, potential, behavior, profile and buying history
Customizing their experience
by presenting them with relevant content, calls-to-action or visuals
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Considered Purchase
The Buyer
• Higher value purchase
• Additional research & longer decision
The Seller
• More data and insights into buyer
• More touch points with longer cycle
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Types of Data
Customer Journey
Stage in cycle, nurturing score
Online Behavior
Search terms, referral pages, products viewed
Buyer Profile
Demographics, interests, geo-location, device
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Buyer Journey
Geo-Location
Price Sensitivity
Buyer Profile
Buying History
Product Intent
Personalization Attributes
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Top Use Cases
Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Nurturing across channels
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Where to Personalize
Website Email Ads Mobile
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Web Personalization
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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Ads Retargeting
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Mobile
Web Personalization Examples
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Location-BasedCanadian Visitors Australian Visitors
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Behavioral
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Behavioral (honeymoon search & referral)
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Behavioral (honeymoon search & referral)
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Known Buyer
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Key Takeaways
• Listen and Respond to buyers
• Personalization the key for considered purchases
• Leverage deeper customer insights and data
• Nurture & engage each step of the cycle across channels
Thank you
Change the Face of B2C Marketing with Personalization!
www.marketo.com/personalization
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