legend of the hidden audiences: web personalization at ca technologies
TRANSCRIPT
• Thiswebinarisbeingrecorded!Slidesandrecordingwillbesenttoyouafterthewebinarconcludes.
• Haveaquestion?Chatinthebottomleft,andI’llgettoyourquestionsafterthewebinar.
• Postingtosocial?Useourhashtag- #mktgnation
Housekeeping
Page3MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Agenda
TheLegendoftheHiddenAudience
Engagingvisitorstoincreaseconversions
Common(andnotsocommon)usecasesofwebsitepersonalization
Startingyourownexpedition
Mike BrownPrincipal Product Marketing ManagerMarketo, Inc.
Jose Barboza ParragaDigital Marketing Personalization and Communications Design CA Technologies, Inc.
98% of your prospects are anonymousB2B 35,000 avg. monthly unique / 33,614 are anonymous
B2C 160,000 avg. monthly unique / 156,800 are anonymous
Page10MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Web Personalization
Convertthose youdon’tknow(ANONYMOUS)
Engagethoseyoudoknow(KNOWN)
Page11MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Web Personalization Use Cases
Location Vertical KnownLead
DemoOffersCaseStudiesLocalEvents
Account-Based
WhitePapers
Behavioral
SpecialDeals
Page12MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Location - Tricentis
JoinEventinWellington!
Page13MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Location - Tricentis
JoinEventinBrussels!
Page15MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Vertical - Commvault
HealthcareVisitors
390%Increaseinaveragetimespentonsitewithpersonalizedpages
33%Liftinconversionratesforpersonalizedcampaigns
Visitorspresentedwithpersonalizedcontentconvert5Xmorethanavg.
Page19MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
Website visitors bring a treasure trove of data with them
In-ZonePersonalization
Personalizeyoursiteorganically
Seamlesslyintegratedintothepage
Ourtargetaudiencesegmentseesthisplaylistofvideos
CA World 2016CA.comLogin Support PPM
AppEconomy PartnersRewriteAdvancedAuth
AgileTraining ProductList
AgileTrainingNotFound
AgileManagement CAWorld2016
12CampaignsTunedtopageaudience
Page28MarketoProprietaryandConfidential|©Marketo,Inc.6/29/17
CA.comLogin NotFound
Interesting use cases we explored
Yourwebsiteisyourmostuntappedpotential
Thetechnologyexiststoeasilypersonalizepagesinreal-time
Higherengagementrates,conversionsandrevenue
Summary