Marketo Real-Time PersonalizationEngaging Thousands of Prospects and Leads
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
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Overview
• Who are your web visitors?
• Engagement marketing
• Why it’s essential to engage web and mobile visitors
• The who, what and where of Real-Time Personalization
• Popular and effective use cases
• Results and Case Studies
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
So, who are your web visitors?
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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
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Marketing & Personalization
Engage People:
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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Real-Time Personalization
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Real-Time Personalization
Engage thousands of prospects on your web site and mobile
• The Web is actually 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
Your Website is your main interaction channel
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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
Poll – Web and Mobile Visitors
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Real-Time Personalization
Who they are and what they do
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Based on Who they are and What they do
Organization
Industry
Revenue
Customer Journey
Size
Persona
Territory
B2B
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Based on Who they are and What they do
B2CCustomer Journey
Geo-Location
Price Sensitivity
Profile
Buying History
Product Intent
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What does Personalization look like?
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Vertical
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Vertical
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Location
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Location
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Profile (B2C)
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Profile (B2C)
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Seeing is Believing
Let’s take a real look
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5 Use Cases for Real-Time Personalization
• Location
• Behavioral
• Vertical
• Account-Based
• Persona
• 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
Account-Based
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Customized messaging for visitors who use other marketing
automation
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Customized messaging for visitors who use other marketing
automation
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Persona
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Persona
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Persona
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What results can you expect?
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Results
Engagement
Average time on site up 103% for those who engaged with RTP
Personalized offer drives 20% click-thrus to relevant content
Lead Generation
Identified over 70% of key targeted accounts with 33% click-thrus from
prospects from the financial services vertical
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Results
Revenue Generation
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
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Getting Started
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Getting Started
Quick Setup
Leverage best practices
Focus on engagement
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Key Takeaways
Engage thousands of prospects on your web site
• The Web is actually 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
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
Engaging thousands of your web and mobile visitors
contact: [email protected] / [email protected]
more info: marketo.com/personalization
follow us: @marketo