Real-Time Personalization: Give the Right Treat or Get Tricked

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?


Who are your web visitors?


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


Your Web Visitors

Picture this… Every month


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


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



Your Website is your main interaction channel


Web Visits and Leads

90% of companies have more website visitors than leads in

their database

Leads Web Visitors


Poll – Web and Mobile Visitors



Who they are and what they do


Based on Who they are and What they do

Organization

Industry

Revenue

Customer Journey

Size

Persona

Territory

B2B


Based on Who they are and What they do

B2CCustomer Journey

Geo-Location

Price Sensitivity

Profile

Buying History

Product Intent


What does Personalization look like?


Vertical


Vertical


Location


Location


Profile (B2C)


Profile (B2C)


Seeing is Believing

Let’s take a real look


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


Account-Based

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Customized messaging for visitors who use other marketing

automation


Customized messaging for visitors who use other marketing

automation


Persona


Persona


Persona


What results can you expect?


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


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


Getting Started


Getting Started

Quick Setup

Leverage best practices

Focus on engagement


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


Thank you

Engaging thousands of your web and mobile visitors

contact: [email protected] / [email protected]

more info: marketo.com/personalization

follow us: @marketo

Real-Time Personalization: Give the Right Treat or Get Tricked

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