fill your funnel: lead gen with web personalization
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Lead Gen with Web PersonalizationFilling your Marketing Funnel
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
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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
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What’s the secret to anonymous lead
generation?
1. Thousands of potential prospects
1. Thousands of potential prospects
2. Different Audiences
1. Thousands of potential prospects
2. Different Audiences3. No more low Conversion
Rates
1. Thousands of potential prospects
2. Different Audiences3. No more low Conversion
Rates4. Enough Content
1. Thousands of potential prospects
2. Different Audiences3. No more low Conversion
Rates4. Enough Content5. Predictive Technology
1. Thousands of potential prospects
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What you do today?
Ads
Events
Content
Emails
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Prospects (Your Web Visitors)
Picture this… Every month
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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
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Different People, Different Audiences
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Your Anonymous Prospects
3. Conversion rates don’t need to be so low
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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
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Content• SMB
• On avg. 290 content assets discovered
• Enterprise• On avg. 4,000 content assets discovered
5. Predictive technology is here!
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Predictive• Machine Learning• Predictive Analytics
What to do?
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What to do?
• Engage Them!• Like you do on other channels
• Deliver the right message to the right person• Educate• Nurture• Convert
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Buyer’s Journey
How?
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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
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B2B - Use Case Strategy
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
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B2C - Use Case Strategy
Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Examples
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Location-BasedDefault View Personalized for US Visitors
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Location-Based
Visitors presented with personalized content convert 5X more than avg.
Local Live Events
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Vertical-Based
Education
Consumer
Financial Services
Life Sciences
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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%.
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Account-Based Marketing (ABM)
Visitors from UPS Visitors from Barclays
Increased opportunity stream from key accounts
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Behavioral
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Behavioral (honeymoon search & referral)
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Behavioral (honeymoon search & referral)
Over 17% avg. CTR on behavioral campaigns.
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Behavioral – Return visitor & specific page
Default View Personalized based on behavior
2016 Insights – Predictive is here
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• Auto-discover your content
• Analyze and track behavior to discover assets
DISCOVER LEARN RECOMMEND
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• Record actual content consumption
• Analyze performance for different audiences
• Learn what works best for who
DISCOVER LEARN RECOMMEND
Machine Learning
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DISCOVER LEARN RECOMMEND
Automatic Content Discovery
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• Identify similar web visitors
• Discover content connections
• Recommend most relevant content
DISCOVER LEARN RECOMMEND
ADD THE REC BAR
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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
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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: mtelem@marketo.com / dmyers@marketo.comFor more info: www.marketo.com/personalization
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