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Real-Time Personalization Making Marketing Automation Better

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Marketo
Marketo

This document discusses how real-time personalization can improve marketing automation. It begins by explaining how buyers now have more information and control in their purchase journey. Personalizing experiences for anonymous website visitors based on attributes like industry and behavior can help engage them with relevant content. Real-time personalization identifies visitors and dynamically displays customized content to educate prospects and guide them through the sales process. The document provides examples of how real-time personalization can be used for account-based marketing, content recommendations, and A/B testing. It also notes that getting started with real-time personalization is easy and can extend the reach of existing marketing automation efforts.

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© 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Making Your Marketing Automation Better David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Overview • A buyer’s world • Leverage Account-Based Marketing (ABM) • Who are your anonymous prospects? • Identify and engage anonymous prospects in real-time • Marketing Automation concepts with Real-Time Personalization • Real-Time Personalization examples and demo • Getting started
© 2014 Marketo, Inc. Marketo Proprietary and Confidential It’s a Buyer’s World
Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential The New Buyer’s World Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING THEN NOW
Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Transformation of Marketing THEN NOW #1 #2 #3 #4 Demographic Targeting The Age of Context One Size Fits All Every Channel Personalized Campaigns Continuous Conversations Isolated Channels Coordinated Experiences
Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential ACTION INTEREST DESIRE AWARENESS
Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential ACTION Typical Inbound (Thousands of prospects every month) 50%-70% NEW 98% ANONYMOUS
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Who are your anonymous prospects?
Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects • Thousands of relevant prospects • 98% of your prospects are anonymous • Avg. monthly unique (B2B): 35,000 33,614 are anonymous • Avg. monthly unique (B2C): 160,000 156,800 are anonymous • You will never guess who they are
Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects
Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects
Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects • Real & Relevant • Buyers • Decision Makers • Diverse o Location o Product interest o Industry / Company o Campaign source o Buying stage
Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects • Active & Attentive • You invested time and money to bring prospects to your site: o PPC, Social, Ads, PR, Trade Shows o 29% of marketing budgets go towards digital o 50% increase in budget for social and 60% for content in 2014 • Prospects chose to visit your site, actively looking for a solution • BUT over 70% of the buyer’s cycle is complete before reaching out to a Sales Rep
Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? ?
Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? • Engage your prospects • Provide relevant content • Help educate them • Guide them through the process • Identify hot, qualified prospects and convert into leads
Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? • Apply Marketing Automation concepts • Educate • Nurture • Automate processes • Increase interactions, time on site, content consumption & conversions
Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) Where to start? Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? • Real-Time Personalization • Identify • Segment • Target • Engage • In real-time with relevant content
Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is Real-Time Personalization? Identifying a person’s attributes (contacts + firmographics + context) Speed: “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Customizing their experience by presenting them with relevant content, calls-to-action or visuals
Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential How: Real-Time Personalization • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation “Software that streamlines, automates, and measures marketing tasks and workflows. So companies can increase operational efficiency and grow revenue faster.” • By 2020, customers will manage 85% of their relationship without talking to a human • Nurtured leads make 47% larger purchases than non-nurtured leads • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. • Companies using marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement
Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation • Nurture relationships with leads • Retain and extend customer relationships • Build alignment with Sales • Prove and improve marketing ROI Apply the same principles for Real-Time Personalization for your web and mobile
Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization and Marketing Automation • Extend marketing reach • Prospects and known visitors • Retargeting • Landing page optimization • Better analytics • Relevant for all Marketing Automation platforms
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Examples of Real-Time Personalization
Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Use Cases • Industry • A/B Testing • Account-Based Marketing • Customer Journey • Content Recommendations
Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Event)
Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Event)
Page 33 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Account-Based)
Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Account-Based)
Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Account-Based)
Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Content Recommendations)
Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Content Recommendations)
Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Content Recommendations)
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Demo
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started
Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 3 W’s of Personalization for Anonymous Prospects Who Organization / Vertical Product interest Location Behavior / Stage What Content Case Studies Videos Where Website Mobile Advertising
Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Who - Anonymous Firmographic Persona Product intent Customer journey Price sensitivity
Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What - Content Analysis • Content per named account, vertical, behavior • Auto-discover and map content
Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What - Mapping Content • Content Matrix Target Segments Awareness Interest Evaluation Commitment Fortune 500 Companies State of the modern meeting Infographic Facebook Case Study How XYZ can Help You Live Demo XYZ Company Advanced Solutions User Group Behavior – Specific Search Term Learning with XYZ Use Case Top Customer Testimonial Cloud-based video conferencing White Paper XYZ video summit Event/ Conference Behavior - Referral frequent visitor XYZ Demo Center Overview Video Live Video Chat Videocast XYZ mandate and promise Advanced Services Join our top executives Networking Meeting
Page 45 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Where - Execute Content Campaigns • Real-time personalization campaigns (web and mobile) • Machine-learning and predictive analytics to automate content recommendations • Personalized ad retargeting
Page 46 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started is Easy Any CMS, Zero IT Real-Time campaigns in seconds Hands Free capabilities
Page 47 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Increase your marketing automation reach • Identify, engage, nurture thousands of anonymous prospects • Turn your prospects into qualified leads with real-time personalization • Apply Marketing Automation knowledge to Real-Time campaigns • Getting started is easier than you think
© 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Real-Time Personalization Make your Marketing Automation better contact: mtelem@marketo.com / dmyers@marketo.com more info: marketo.com/personalization

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Real-Time Personalization Making Marketing Automation Better

  • 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Making Your Marketing Automation Better David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
  • 2. Page 2 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Overview • A buyer’s world • Leverage Account-Based Marketing (ABM) • Who are your anonymous prospects? • Identify and engage anonymous prospects in real-time • Marketing Automation concepts with Real-Time Personalization • Real-Time Personalization examples and demo • Getting started
  • 3. © 2014 Marketo, Inc. Marketo Proprietary and Confidential It’s a Buyer’s World
  • 4. Page 4 © 2014 Marketo, Inc. Marketo Proprietary and Confidential The New Buyer’s World Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING THEN NOW
  • 5. Page 5 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Transformation of Marketing THEN NOW #1 #2 #3 #4 Demographic Targeting The Age of Context One Size Fits All Every Channel Personalized Campaigns Continuous Conversations Isolated Channels Coordinated Experiences
  • 6. Page 6 © 2014 Marketo, Inc. Marketo Proprietary and Confidential ACTION INTEREST DESIRE AWARENESS
  • 7. Page 7 © 2014 Marketo, Inc. Marketo Proprietary and Confidential ACTION Typical Inbound (Thousands of prospects every month) 50%-70% NEW 98% ANONYMOUS
  • 8. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Who are your anonymous prospects?
  • 9. Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects • Thousands of relevant prospects • 98% of your prospects are anonymous • Avg. monthly unique (B2B): 35,000 33,614 are anonymous • Avg. monthly unique (B2C): 160,000 156,800 are anonymous • You will never guess who they are
  • 10. Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects
  • 11. Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects
  • 12. Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects • Real & Relevant • Buyers • Decision Makers • Diverse o Location o Product interest o Industry / Company o Campaign source o Buying stage
  • 13. Page 13 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Your Anonymous Prospects • Active & Attentive • You invested time and money to bring prospects to your site: o PPC, Social, Ads, PR, Trade Shows o 29% of marketing budgets go towards digital o 50% increase in budget for social and 60% for content in 2014 • Prospects chose to visit your site, actively looking for a solution • BUT over 70% of the buyer’s cycle is complete before reaching out to a Sales Rep
  • 14. Page 14 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? ?
  • 15. Page 15 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? • Engage your prospects • Provide relevant content • Help educate them • Guide them through the process • Identify hot, qualified prospects and convert into leads
  • 16. Page 16 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? • Apply Marketing Automation concepts • Educate • Nurture • Automate processes • Increase interactions, time on site, content consumption & conversions
  • 17. Page 17 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts
  • 18. Page 18 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing (ABM) Where to start? Identify high yield targets Map effective content Execute campaigns and analyze Measure and analyze results
  • 19. Page 19 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What Can You Do? • Real-Time Personalization • Identify • Segment • Target • Engage • In real-time with relevant content
  • 20. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is Real-Time Personalization? Identifying a person’s attributes (contacts + firmographics + context) Speed: “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Customizing their experience by presenting them with relevant content, calls-to-action or visuals
  • 21. Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential How: Real-Time Personalization • Segments inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
  • 22. Page 22 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation “Software that streamlines, automates, and measures marketing tasks and workflows. So companies can increase operational efficiency and grow revenue faster.” • By 2020, customers will manage 85% of their relationship without talking to a human • Nurtured leads make 47% larger purchases than non-nurtured leads • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. • Companies using marketing automation solutions see 70% faster sales cycle times, and 54% improvement in quota achievement
  • 23. Page 23 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Marketing Automation • Nurture relationships with leads • Retain and extend customer relationships • Build alignment with Sales • Prove and improve marketing ROI Apply the same principles for Real-Time Personalization for your web and mobile
  • 24. Page 24 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization and Marketing Automation • Extend marketing reach • Prospects and known visitors • Retargeting • Landing page optimization • Better analytics • Relevant for all Marketing Automation platforms
  • 25. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Examples of Real-Time Personalization
  • 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization Use Cases • Industry • A/B Testing • Account-Based Marketing • Customer Journey • Content Recommendations
  • 27. Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
  • 28. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
  • 29. Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
  • 30. Page 30 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Industry + A/B Test)
  • 31. Page 31 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Event)
  • 32. Page 32 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Event)
  • 33. Page 33 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Account-Based)
  • 34. Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Account-Based)
  • 35. Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Account-Based)
  • 36. Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Content Recommendations)
  • 37. Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Content Recommendations)
  • 38. Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Real-Time Personalization (Content Recommendations)
  • 39. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Demo
  • 40. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started
  • 41. Page 41 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 3 W’s of Personalization for Anonymous Prospects Who Organization / Vertical Product interest Location Behavior / Stage What Content Case Studies Videos Where Website Mobile Advertising
  • 42. Page 42 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Who - Anonymous Firmographic Persona Product intent Customer journey Price sensitivity
  • 43. Page 43 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What - Content Analysis • Content per named account, vertical, behavior • Auto-discover and map content
  • 44. Page 44 © 2014 Marketo, Inc. Marketo Proprietary and Confidential What - Mapping Content • Content Matrix Target Segments Awareness Interest Evaluation Commitment Fortune 500 Companies State of the modern meeting Infographic Facebook Case Study How XYZ can Help You Live Demo XYZ Company Advanced Solutions User Group Behavior – Specific Search Term Learning with XYZ Use Case Top Customer Testimonial Cloud-based video conferencing White Paper XYZ video summit Event/ Conference Behavior - Referral frequent visitor XYZ Demo Center Overview Video Live Video Chat Videocast XYZ mandate and promise Advanced Services Join our top executives Networking Meeting
  • 45. Page 45 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Where - Execute Content Campaigns • Real-time personalization campaigns (web and mobile) • Machine-learning and predictive analytics to automate content recommendations • Personalized ad retargeting
  • 46. Page 46 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Getting Started is Easy Any CMS, Zero IT Real-Time campaigns in seconds Hands Free capabilities
  • 47. Page 47 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Key Takeaways • Increase your marketing automation reach • Identify, engage, nurture thousands of anonymous prospects • Turn your prospects into qualified leads with real-time personalization • Apply Marketing Automation knowledge to Real-Time campaigns • Getting started is easier than you think
  • 48. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Thank you! Real-Time Personalization Make your Marketing Automation better contact: mtelem@marketo.com / dmyers@marketo.com more info: marketo.com/personalization

Editor's Notes

  1. From the mission of Marketing, to how Marketing’s impact is measured, today’s CMO and her leadership team need to make sure they understand and are taking advantage of modern marketing approaches to align with the behavior of today’s buyer and to stay competitive. In particular, marketers need to make a shift from demographics-based marketing to behavior-based marketing, and from batch & blast tactics to continuous relationship-building and nurturing.
  2. The amount of lvisitors on your site that are anonymous (out of 30K per month) 98% Anonymous Receiving the same generic home page or content when coming on their site You do not have their email address, you do have their attention! 29,400 visitors per month Considered purchase
  3. REAL BUYING CYCLE EXAMPLE DAVID b2c – mortgage B2c – webinar source
  4. REAL BUYING CYCLE EXAMPLE DAVID b2c – mortgage B2c – webinar source
  5. Show Segmentations Campaigns
  6. Engage the 29.4K anonymous (the decision maker, the buyer, the shopper) EVEN IF THEY ANONYMOUS
  7. Cellebrite - Eloqua
  8. Cellebrite - Eloqua
  9. Cellebrite - Eloqua
  10. Cellebrite - Eloqua
  11. Cellebrite - Eloqua
  12. Cellebrite - Eloqua
  13. Better example
  14. Better example
  15. Better example
  16. The recommendation is based on propensity modeling - matching relevant assets to visitors in real-time. It runs visitor attribute similarities, visitor taste/preferences and best performing asset (by goals and conversions). We find it is a great way for marketers to learn about their site's content performance and use science to optimize it automatically, taking out the guessing work. To complete the digital loop, you can apply the results and extend high performance content's reach thru outbound channels.
  17. Image – Dimensions
  18. Image – Dimensions
  19. Image – Dimensions