realtime personalization - ads, website and analytics

Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Real-Time Personalization Playbook

Feb, 2015


Goals

Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15

Goals

● Increase lead conversions ● Amplify engagement through the web channel● Optimize spend on paid channel● Surface meaningful B2B metrics● Apply Account-Based Marketing (ABM) strategy


The recipe

● Measure your web, referrals and ads engagement adding more qualitatives breakdown such as verticals, geo, product, conversions

● Measure your content by CTR, level of engagement and conversion

● Map highly engaging content to key accounts (as part of your ABM strategy)

● Connect your ads, web and email channels by using cross channel metrics based on firmographics, behavior, score and goals

● Setup your Marketing automation to surface these metrics and auto-engage based on them.


Web Engagement - Use Cases


Use Cases

● Targeting Industry/Vertical visitors with relevant case-studies, blogs and white papers

● Promote webinars based on product interest and stage in the customer journey and sales cycle

● Geo-targeting promoting relevant events and trade shows

● Behavioral targeting using search terms, referrals, number of visits etc... (competitive, product, pricing)


Industry / Vertical Targeting


Geo-Targeting


Behavioral Targeting


Campaign Editor (In Zone)


Campaign Preview - Default Site


Campaign Preview - Personalized Site


Advanced Use Cases

● Targeting Named Accounts - Account-Based Marketing○ Existing vs New○ SMB / Enterprise○ B2C / B2B

● Persona-based targeting○ Using lead score, historical behavior or any custom

field


Account-Based Marketing


Known Lead Data Segment


ABM Example (For other MAP users)

marketo.com/software

Regular website Personalized content for visitors using other

Marketing Automation technologies


Account-Based Marketing


What’s ABM?

• A key account approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

http://en.wikipedia.org/wiki/Account-based_marketing

http://en.wikipedia.org/wiki/Account-based_marketing


Why?

• Focused approach that delivers a dramatic increase in long-term account value

• Expanding business within existing customer accounts

• Replicating / Targeting new named accounts similar to existing high yield accounts


Goals

• Increase account relevance

• Engage earlier and higher with deals

• Align marketing activity with account strategies

• Inspire customers with compelling content


A Full Funnel Strategy

• Ads (reaching out to named accounts using IP blocks)

• Website targeting

• Retargeting (Google / Facebook)

• Email

• Mobile


The Typical Funnel

• Thousands of visitors every month

• 50% - 70% are New

• 98% are Anonymous

Awareness

Interest

Desire

Action


ABM as a framework

• A framework for implementing ABM• Managing named account lists (existing, new)

• Resolve associated IP lookup blocks / cookies

• Mapping relevant content

• Engaging across multiple channels

• Measuring and optimizing

Your named accounts Your

content

Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15

Account-Based Marketing (ABM)

Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15 Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15

Account-Based Marketing (ABM)


Web Custom Audience & Remarketing


Higher

Ed

B2B:

Enterprise

B2C:

Consumer

Marketing

Competitor

Customers

Lead MGMT for Enterprise

Generate New Customers.

Step-by-Step Guide to Nurture Leads

Marketo.com

Marketing For High Ed

Increase Enrollment & Engagement.

Download Free Report to Learn More.

Marketo.com/Higher-Education

Create Segmented Adwords Creatives


Remarketing (Generic)


Personalized Remarketing (Enterprise)


Facebook - Web Custom Audience


RTP – Facebook Remarketing


RTP – Facebook Remarketing setup


Creating Segmented Remarketing


Mapping Custom Audiences


Facebook Audiences Powered by RTP Data


Facebook – Create Audiences


Facebook Audiences - Creative and Ads


Google Remarketing


Creating Segmented Remarketing


FB / GA Custom Audience setup


Create Adwords Campaigns


Content Recommendation EngineEngaging powered by machine learning


What’s CRE?

• Using machine learning for recommending content

• Continuously optimizing itself using profile and behavioral data

• Used as recommended content on websites and blogs


Why?

• Marketers creates tons of blog-posts, videos, case-studies and whitepapers

• They want to target using multiple dimensions verticals, behaviors, stage in the sale-cycle

• It’s an N dimensional problem


Goals

• Increase content consumption to increase awareness

• Engage with higher relevancy to drive conversion

• Learn about your content’s performance and reuse it on other channels

• Having a scalable, automatic, hands-free module to power website personalization


Content Discovery and Analytics

• Auto-discover and map website Content

• Augmenting firmographics data to visitors


Next generation recommendation engine


More Recommendable Elements


As page element


Analytics

Measure, optimize, engage


Google Analytics

B2B Dashboard


Easy Setup


B2B Analytics - simply import RTP template! Dashboard – Organizations, Industry, Segment, Account-Based


Measurable behavioral engagement metrics

3X in duration


Behavioral Flow Analysis

Identify bounce points

Surface interest path

Identify hot pages


Thank you!Mickey Alon