Legend of the Hidden Audiences: Web Personalization at CA Technologies

•

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Put on your explorer's hat and join us on an expedition to discover the hidden audiences on your website using Marketo Web Personalization. The legend of the unknown visitor is real and there’s probably thousands of them on your site right now. We must create personalized experiences that engage visitors to fill out forms and become known. Huddle around your guides from CA Technologies and Marketo as they share their personalization secrets and discoveries.

• This webinar is being recorded! Slides and recording will
be sent to you after the webinar concludes.
• Have a question? Chat in the bottom left, and I’ll get to
your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
Housekeeping

Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Agenda
The Legend of the Hidden Audience
Engaging visitors to increase conversions
Common (and not so common) use cases
of website personalization
Starting your own expedition
Mike Brown
Principal Product Marketing Manager
Marketo, Inc.
Jose Barboza Parraga
Digital Marketing Personalization
and Communications Design
CA Technologies, Inc.

Digital
Transformation
has changed everything

Winning means delivering
Personalized and Authentic
experiences at scale
Ads
Content
Events
Email

98% of your prospects are anonymous
B2B 35,000 avg. monthly unique / 33,614 are anonymous
B2C 160,000 avg. monthly unique / 156,800 are anonymous

The Hidden
Audience
ANONYMOUS VISITORS

Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Website
Personalization

Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Web Personalization
Convert those you don’t know
(ANONYMOUS)
Engage those you do know
(KNOWN)

Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Web Personalization Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals

Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Location - Tricentis
Join Event in
Wellington!

Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Location - Tricentis
Join Event in
Brussels!

Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Vertical - Commvault
Default Site

Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Vertical - Commvault
Healthcare Visitors

390%
Increase in average time spent
on site with personalized pages
33%
Lift in conversion rates for
personalized campaigns
Visitors presented with personalized
content convert 5X more than avg.

Website Personalization
Our Journey

We learn from
our web traffic

Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
Website visitors bring a treasure
trove of data with them

Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
How we engage the
hidden audience

In-Zone
Personalization
Personalize your site
organically
Seamlessly integrated
into the page
Our target audience
segment sees this
playlist of videos

Web
Personalization
Widgets
Presents personalized
messaging and content
to targeted segments on
our site

CA World Conference

Personalizing
for known
visitors
Adding a survey
for visitors already
registered…
CA World 2015

Personalizing
for known
visitors
…and sharing
results back with
them
CA World 2015

CA World 2016
CA.com Login Support PPM
App Economy PartnersRewriteAdvanced Auth
Agile Training Product List
Agile TrainingNot Found
Agile
Management CA World 2016
12 Campaigns
Tuned to page audience

Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
81% INCREASE IN
IMPRESSIONS

Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17
CA.com Login Not Found
Interesting use cases
we explored

Personalizing
based on
referring link
Providing information
to help Rally
customers through
our acquisition

Your website is your most untapped
potential
The technology exists to easily
personalize pages in real-time
Higher engagement rates,
conversions and revenue
Summary

Any CMS, Zero IT
Real-Time Campaigns
in Seconds
Leverage Existing Data
and Content
Getting Started is Easy!

Thank you.
Web Personalization
The Legend of the Hidden Audience

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Legend of the Hidden Audiences: Web Personalization at CA Technologies

1.

2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Chat in the bottom left, and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation Housekeeping

3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Agenda The Legend of the Hidden Audience Engaging visitors to increase conversions Common (and not so common) use cases of website personalization Starting your own expedition Mike Brown Principal Product Marketing Manager Marketo, Inc. Jose Barboza Parraga Digital Marketing Personalization and Communications Design CA Technologies, Inc.

4. Digital Transformation has changed everything

5. Winning means delivering Personalized and Authentic experiences at scale Ads Content Events Email

6.

7. 98% of your prospects are anonymous B2B 35,000 avg. monthly unique / 33,614 are anonymous B2C 160,000 avg. monthly unique / 156,800 are anonymous

8. The Hidden Audience ANONYMOUS VISITORS

9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Website Personalization

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Web Personalization Convert those you don’t know (ANONYMOUS) Engage those you do know (KNOWN)

11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Web Personalization Use Cases Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals

12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Location - Tricentis Join Event in Wellington!

13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Location - Tricentis Join Event in Brussels!

14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Vertical - Commvault Default Site

15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Vertical - Commvault Healthcare Visitors

16. 390% Increase in average time spent on site with personalized pages 33% Lift in conversion rates for personalized campaigns Visitors presented with personalized content convert 5X more than avg.

17. Website Personalization Our Journey

18. We learn from our web traffic

19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 Website visitors bring a treasure trove of data with them

20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 How we engage the hidden audience

21. In-Zone Personalization Personalize your site organically Seamlessly integrated into the page Our target audience segment sees this playlist of videos

22. Web Personalization Widgets Presents personalized messaging and content to targeted segments on our site

23. CA World Conference

24. Personalizing for known visitors Adding a survey for visitors already registered… CA World 2015

25. Personalizing for known visitors …and sharing results back with them CA World 2015

26. CA World 2016 CA.com Login Support PPM App Economy PartnersRewriteAdvanced Auth Agile Training Product List Agile TrainingNot Found Agile Management CA World 2016 12 Campaigns Tuned to page audience

27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 81% INCREASE IN IMPRESSIONS

28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 6/29/17 CA.com Login Not Found Interesting use cases we explored

29. Personalizing based on referring link Providing information to help Rally customers through our acquisition

30. Your website is your most untapped potential The technology exists to easily personalize pages in real-time Higher engagement rates, conversions and revenue Summary

31. Any CMS, Zero IT Real-Time Campaigns in Seconds Leverage Existing Data and Content Getting Started is Easy!

32. Thank you. Web Personalization The Legend of the Hidden Audience