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Mike Telem, VP of Product Marketing for Marketo, talks about how to use Marketo's Real-Time Personalization tool to increase customer engagement and create personalized, relevant experiences for each of your buyers online.
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Marketo Real-Time Personalization
Solving the Engagement Challenge
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Overview
• Your two main assets
• The Engagement Challenge
• Engagement marketing and personalization
• Use cases, examples and results
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Prospects
Content
Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 5© 2014 Marketo, Inc.
Marketo Proprietary and Confidential
70%Of a customer’s journey today is self directed1
290Average number of content assets for an SMB2
60%of marketers will increase content marketing budget3
Content is KING
82% of prospects value content targeted to their specific industry67% find content targeted to their job function valuable
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Who are your web visitors?
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
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
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Your Web Visitors
Picture this… Every month
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Web Visits and Leads
90% of companies have more website visitors than leads in
their database
Leads Web Visitors
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Engagement Challenge
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Low Engagement and Conversion rates
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
People are different
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Engagement Marketing
Engage People:
• 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
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Real-Time Personalization
Engage thousands of prospects on your web site and mobile
• Web and Mobile are 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
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Real-Time Personalization
Who they are and what they do
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
5 Use Cases for Real-Time Personalization
• Location
• Behavior/Product
• Vertical or Account-Based
• Persona
• Predictive Content Recommendations
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What does Personalization look like?
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Location
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Location
Results Average Visit duration up 193% and pages visited up 103% for engaged visitors 450% increase in video content consumption with RTP Visitors presented with personalized content convert 5X more than average and
account for approximately 30% of goal completions
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Verticals
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Verticals
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Verticals
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Verticals
ResultsIdentified over 70% of key targeted accounts 33% click-thrus from prospects from the financial services vertical
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Profile (B2C)
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Profile (B2C)
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
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
17.8% uplift in content consumption+300% uplift in average time on site and page views Top recommendations drove a 201% boost in site lead conversions
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Real-Time Personalization
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 04/13/2023
Getting Started
Quick Setup
Leverage best practices
Focus on engagement
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you
Q&A
more info: marketo.com/personalization
follow us: @marketo