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Success with Personalized Ad RetargetingHow Sisense increased conversions by 13x
David MyersProduct ManagerMarketo
Ilan HertzHead of Lead GenerationSisense
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Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Agenda• Real-Time Personalization
• Ad Retargeting
• Advantages of Personalized Ad Retargeting
• Customer Success Story: Sisense
• Getting Started
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90%say retargeting performs better than search, email and other ad displays.
Ad Budget Trends
24%are spending more than 50% of Ad budget on retargeting
44%of B2B companies will increase display budgets
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Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
PersonalizationIdentifies a person’s attributes Intent, potential, behavior, profile and/or firmographics
Customizes their experience Presents them with relevant content, offers or visuals
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Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
B2B Attributes
Organization Industry Revenue
Customer Journey
Size Persona Territory
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Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
B2C Attributes
Customer Journey
GeoLocation
Price Sensitivity
CustomerProfile
Buying History
Product Intent
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Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Real-Time Personalization
Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context,
even if they are anonymous
Organization Industry Database Location DigitalBehavior
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Ad Retargeting
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Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad RetargetingShows ads to people who have visited your website
Prospect
Prospect Returns to your site
Your Site Prospect isTracked
ProspectLeaves
Your Ad onOther Sites
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Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
With Ad Retargeting…1. Acquire new customers2. Improve close rates3. Engage existing customers
Higher Engagements: 400% higher CTRs
Lower Costs: 40-70% lower CPAs
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Personalized Ad Retargeting
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Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Don’t propose on the first date
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Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Bring the Right People Back
Organization
Database
Location DigitalBehavior
Industry
Bounce rate1st Visit: 50%2nd-5th Visit: lower then 20%
Conversion Rate1st Visit: 1-4%2nd-5th Visit: 8-12% of Leads are more qualified
Conversion increase by 2-3x compared to the 1st visit
Source: Internal Study
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Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Enriching the Data
Database
Location DigitalBehavior
Adding Firmographic visitor data to retargeting lists:
Account-BasedIndustry Size Revenue
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Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Enriching the DataOrganization
Database
Location DigitalBehavior
Role
Adding Known visitor data to retargeting lists:
ScoreJob Title
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Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Personalized Retargeting Use Cases
Organization
Database
Location DigitalBehavior
Industry
Product interest
Buying history
Vertical / Market Segment
Targeted Named Accounts (ABM)
Sales Cycle Stage / Score
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Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Retargeting (General)
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Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Retargeting Personalized
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The Sisense Story
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Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
About Sisense
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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
About Ilan Hertz
• Over 10 years experience in online marketing experience
• Various marketing positions at high-tech start up companies• SysAid
• Blazemeter
• Sisense
• Currently - Head of Lead Generation at Sisense
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Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Sisense Retargeting Before RTP
• Used basic Google Analytics segments• Visitors older than 14 days
• Visitors who didn’t convert
• Goal: Lead Gen (not opportunities)
• Messaging was the same to all segments CPC = $2.03
Conv. Rate = 1.1%
Cost/Conv = $184
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Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
About Sisense
Lead created Lead opened to SDR
Demo scheduled –
Lead converted to
MQL
Demo attended –
Lead converted to
Opp.
Sisense marketing team goal is to bring opportunities (not leads). Nurturing and remarketing are a critical part of our marketing efforts.
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Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Gap Between Platforms
Ad Platform(Google
Adwords)
CRM (Salesforce)
Marketing Automation (Marketo)
Information is moving in one direction
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Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad Platform(Google
Adwords)
Bridging the Gap
CRM (Salesforce)
Marketo MA + Web
Retargeting
Marketing Automation feeds the ad platform
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Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Web Personalization Implementation
Align your nurturing track messaging with your retargeting campaigns
Anonymous Visitor
Why BI?
Branding
New Lead
Why Sisense?
Branding
MQL/Opp
Sisense vs. alternatives
The cost of BI
Use Cases
Long Term Nurturing
Educational
Soft push
Branding
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Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad Campaign ExamplesAnonymous
VisitorNew Lead MQL/Opp Long Term
Nurturing
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Results
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Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Cost Per Click (CPC)
+127%
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Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Conversions
+1,207%
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Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Cost Per Conversions
• Text
-91%
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Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Cost Per Conversions
• Text
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Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Overall Results• Conversion rate goals boosted by 13x• Leads in the early stage of the nurturing funnel show a
conversion rate as high as 40% • Cost per conversion decreased 10x
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Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Ad Platform(Google
Adwords)
CRM (Salesforce)
Marketo MA + Web
Retargeting
What’s Next?
Sisense - Marketo Connector Coming Soon!
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Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Getting Started1. Enable Retargeting in Marketo Web Personalization
2. Create Customized Audiences based on Web Segments
3. Run retargeting Campaigns in Google + Facebook
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Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023
Summary
Increase Lead Conversions
Increase Lead Quality
Lower Cost per Conversion
Efficiently spend budget on the
prospects/buyers you care about
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Thank you
Success with Personalized Ad Retargeting
David MyersProduct ManagerMarketo
Ilan HertzHead of Lead GenerationSisense