Fuel your Cross-Channel Strategy with Web Personalization
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This document discusses how web personalization can fuel a cross-channel marketing strategy. It begins by noting that the average website visit is only 30 seconds, so content must be immediately relevant. It then discusses how personalizing content based on demographics, behaviors, and location can help boost engagement metrics like visit duration and conversions. Specific examples are provided of how personalizing for location, industry, lead stage, and interests has driven results for companies. The document advocates starting web personalization by targeting key audiences and segments. Measurement of engagement, conversions, and revenue is also recommended to track the ROI of personalization efforts.
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Fuel your Cross-Channel Strategy with Web Personalization
- 1. Fuel Your Cross-Channel Strategy with Web Personalization Brian Glover Senior Product Marketing Manager Marketo
- 2. Page 2Marketo | © Marketo, Inc. 3/22/2016 www.nissan.com
- 4. Average visit duration: 30 seconds
- 5. “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research)
- 6. Page 6Marketo | © Marketo, Inc. 3/22/2016 • The average website conversion rate is 2%.
- 7. I’m not looking for THAT! Clearly not for me! Just run, it will be over soon! Don’t let THIS be YOUR website
- 8. Your Website is Your Most Effective Channel for Reaching Your Goals Source: Regalix Research, “State of B2B Marketing 2015”
- 11. Why Web Personalization? Acquisition – Gather more new names Nurturing – Accelerate the buying process
- 12. Demographic Segmentation • Consumers • Age • Location • Gender • Interests • Birthday • Business Professionals • Industry • Company size • Revenue • Location • Role • Level
- 13. Behavioral Segmentation • Consumers • Engagement • Activity • Non-activity • Business Professionals • Buying Stage • Lead score • Product Interests
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Location Device Known Buyer Special OffersApp DownloadDelivery & Terms Behavioral Cart Abandonment Typical B2C Use Cases
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Product Highlights Typical B2B Use Cases
- 17. Location-Based Canadian Visitors Australian Visitors
- 18. Vertical-Based Default View View for Healthcare Industry visitors Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Behavioral - Interests
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Behavioral – Buyer Stage CA Technologies does “Web nurturing” using lead score. They have 5 separate campaigns for each stage of the nurture process. Solutions How To BuyValidationEducationAwareness Lead Score >10050< Lead Score <10020< Lead Score <50Known Lead Score <20Anonymous All Widgets are segmented to appear on the API Management Page. Their targeting allows them to all run simultaneously on the same page with out overlap.
- 22. Getting Started with Web Nurturing Target Segments Awareness Interest Decision Finance State of the Economy Infographic Bank of America OR Wells Fargo Case Study Advanced Solutions User Group Healthcare Company Overview for Healthcare Specialists Intro Video Top Hospital Customer Testimonial Annual Executive Summit Conference
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Measurement & ROI – 3 Levels 1. Engagement 2. Conversion 3. Revenue • Average Visit Time • Page views per Session • Lower Bounce Rate • Qualified Lead Generation • MQLs, SQLs • Goals • Opportunities • Purchases • Revenue • Avg. Value
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Success with Marketo Web Personalization ABM Engagement/Conversions 30% of Webinar Registrations Attributed to ABM 400+ Summit Registrations Attributed to Geo Targeting and Personalization 140,000+ Institutions Tracked for Personalization Visit Duration up 193% 450% Increase in Video Content Consumption Visitors presented with Personalized Content Convert 5X more than average 1,300+ engagements/month Predictive content engagements generate 75% lead conversion rate Top campaign created $400,000 in opportunities
- 25. Marketo Powers Cross—Channel Experiences
- 26. Definitive Guide to Web Personalization https://www.marketo.com/definitive-guides/the-definitive-guide-to-web-personalization/
- 27. • Boost website conversions • Accelerate nurturing • Fuel your cross-channel strategy Takeaways
- 28. Thank You!!! Brian Glover Senior Product Marketing Manager bglover@marketo.com @brianjglover
- 29. Appendix
- 30. Page 30Marketo | © Marketo, Inc. 3/22/2016
- 31. You wouldn’t send the same email to your entire database
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Real-Time Personalization “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” (Microsoft Research) Speed “82% of prospects value content targeted to their specific industry” (MarketingSherpa) Relevancy Personalizing your prospects experience while they are engaged and attentive
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 3/22/2016 Back up
Notas del editor
- Improve your ability to convert more new names/customers at the top of funnel Accelerate the buying process by nurturing prospects on the Web
- Where would you expect this URL to take you?
- Average time on site is 30 seconds Stats as low as 8 seconds to establish relevance http://blog.crazyegg.com/2013/07/19/why-users-leave-a-website/
- Average time on site is 30 seconds Stats as low as 8 seconds to establish relevance http://blog.crazyegg.com/2013/07/19/why-users-leave-a-website/
- And there’s plenty of research that shows you don’t even get 30 seconds.
- It may not be surprising that the average website conversion rate is only 2% In other words, nearly all of the people who visit a site leave without some form of desired action. If you have thousands of people coming to your website every month…
- It also means you also have thousands of people LEAVING your website every month without taking a desired action Leaving because it’s not relevant or it has too much information to sort through And doesn’t make a connection with the visitor Many of us are showing everyone the same content, regardless of who they are and what they need And asking them fill out these lengthy forms to get what they came there for in the first place. So it’s not surprising that average conversion rates for B2B websites are ONLY between 2-5%. And we tend to accept those averages and invest more and more of our budget in driving traffic to our website Most of which will slip through our fingers without converting. In today’s webinar, we’re going to show you how your can boost conversions rates and scale your inbound lead flow to satisfy the needs of your sales organization We’re going to talk about using data to create a more personalized and efficient website experience, and how to improve your ability to route quality leads to the right sales reps. With that, I’ll pass it over to Leah Grosky at Hortonworks to give you a real world example of how to do this.
- This is alarming given that your website is often considered to be the MOST effective channel for reaching your goals That’s because it’s your main interaction channel And not only do we invest a lot of time and resources into our website We spend a good deal of our budgets driving traffic to our website Advertising, social, SEO… it all drives traffic to our website. So how do we convert more of that traffic when it arrives? -- When you ask marketers what channels are effective for accomplishing your goals, the top answer is overwhelmingly your website This makes sense bc the website is primary channel most of us use to capture leads and continue engaging with them over time Most of the other channels like email, search, social and so on are designed to drive traffic to where? To your website But what happens when they get there?....
- People are different you cant just show them all the same thing. In the era of engagement you need to interact with your prospects as individuals, based on who they are and what they do, wherever they are.
- Very quickly let me explain engagement marketing in a little more detail Think about this beach – we all want to be there Each have different point of view Viking river cruises example <CLICK> 3 stories This is possible today with engagement marketing technology <CLICK>To cadence
- And finally demographics. Are you going to segment your database or change your content based on how old are they. Will you audience – no matter the age appreciate the same offer? When you are marketing a vacation – your older audience is probably going for a different reason than your younger audience. This should be reflected in how you approach them Same with location. If you are having a location-based deal or store opening – you can segment your audience based on where they are. For gender, you can tailor your offers and language based on males and females. For example, in retail, I am going to prefer to see ads that have women’s shoes, not mens shoes. Another way to segment is based on interest. For a car company, such as toyota – I might be interested in the prius by visiting the pricing page for the prius. By telling toyota I am interested in a prius, I want to be marketed to about the prius, not the highlander. And finally a fun way to market is by birthday. Sending personalized birthday offers to your audience is a great way to personally engage with them. Now that we know where to personalize and how we can personalize, let’s get into some examples.
- Here are some examples of how you can personalize based on behaviors: Stage – purchased? not purchased? loyalty? past purchases? Engagement – visited website? added item to cart? attended event? Clicked a link on an email? Activity – when is the last purchase the person made? Non-activity – hasn’t been to your website in x amount of days?
- Go for Easy Wins Target regions where your company already performs well and try to increase business in these areas. Strategic Targeting Pinpoint regions where you hope to expand your business. Leverage Existing Content Start with audiences for which you already have good content and offers. Consider Local Events Do you have a conference coming up in the Northeast? Use RTP to target visitors from this region and advertise the event more effectively
- James Allen, an online high-end B2C retailer, offers diamond rings, coupled with the finest laboratory graded diamonds, all with exceptional value, use personalization for visitors from different location and based on visitor behavior (number of clicks, visit, search term used.)
- Hortonworks develops, distributes and supports a 100% open source distribution of Apache Hadoop for the enterprise. Hortonworks.com has a high volume of website visitors with hundreds of content assets under the resources section. They target specific industries such as Healthcare. Personalize by industry for ANONYMOUS website visitors.
- Turtle Bay is a luxury beach resort on Hawaii Oahu's North Shore. In the campaign example, Turtle Bay offered personalized home page images and calls to action based on search terms used from search engines when arriving to the website
- SchoolDude - #1 provider of software solutions for Edu Facilities and Tech Professionals Largest # Unique Visitor = 5 Million a month Largest # Assets = CA – 300,000 Customers running 100+ Active campaigns at one time Product Roadmap – Q4 – Cloning and Campaign Scheduling – Start/End
- Unified platform Examples
- Improve your ability to convert more new names/customers at the top of funnel Accelerate the buying process by nurturing prospects on the Web
- Average time on site = 4min
- Not just about what we say, but how and when we say it About individual basis with customers <CLICK> To journeys
- Knowing your buyers inside and out is the first step towards creating targeted content and implementing a personalized web experience.