Real-Time Personalization: How to Optimize Your Website and Boost Conversions

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Real-time Personalization

How to optimize your website and boost conversions

David MyersProduct Expert

Mike Telem Insightera Co-founder

Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Insightera, a Marketo Company

• Real-time targeting and personalization platform• Leveraging big data and predictive analytics to

interact with prospects throughout the customer lifecycle


Overview

• What is real-time personalization and how it works

• The who, what and where of personalization

• Successful personalization use cases

• How to get started with your own personalized campaigns


What is Personalization?

The combination of:

• Identifying a person’s attributes (Intent, potential, behavior, profile

and/or firmographics)

• Customizing their experience by presenting them with relevant

content, calls-to-action or visuals


What is Real-time Personalization?

Speed

“Within the first 10 seconds of your visitor’s website experience, you

must explain what you can do for them” (Microsoft Research)

Relevancy“82% of prospects value content targeted to their specific industry” (MarketingSherpa)

Personalizing your prospects experience while they are

engaged and attentive


Personalization Attributes


B2B Personalization Attributes

Organization

Industry

Revenue

Customer journey

Size

Persona

Territory


B2C Personalization Attributes

Customer journey

Geo-location

Price sensitivity

Buying history

Product intent


The 3 W’s of Personalization

Who What Where

Firmographic

Persona

Product intent

Customer journey

Price sensitivity



Who What Where

Content

Calls-to-Action

User experience

Images

Product offers



Who What Where

Email

Website

Mobile

Advertisement (banners, landing pages)

Offline (trade shows, phone calls)


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


The Process

WhoTarget Audience

VerticalPersona

WhatContent

Case StudiesVideos

WhereWebsite Email Mobile


The Process

WhoTarget Audience

VerticalPersona

WhatContent

Case StudiesVideos


• Any CMS, Any Content, Zero IT

• Leveraging big data and predictive analytics to recommend

content in real-time


Use Cases


Use Case

• Panaya is a software vendor that helps companies reduce ERP upgrade time and costs


Use Case

• New Target Market: Oracle ERP users

WhoOracle Users

Account-Based ListsDigital Behavior

WhatContent

Banners / LogosVideos

WhereWebsite

Mobile


Real-time Personalization (Account-based)





25%CTR


Real-time Personalization (Industry)


Real-time Personalization (Industry)


Real-time Personalization (B2C Behavioral)


Real-time Personalization (B2C Behavioral)


Optimization and Auto-Tuning

• Optimize site content and landing pages by A/B testing different CTA’s per targeted segment

• Auto-Tune to automatically identify and accelerate the most effective CTA or content


Optimization and Auto-Tune

A



B



C


Content Discovery and Recommendation


Content Discovery and Recommendation• Auto-discover and map content• Auto-engage prospects with recommended content using

machine-learning and predictive analytics• Boosts content ROI


Real-time Personalization Use Cases

• Vertical Campaigns

• Event Promotions

• Account-Based Marketing

• Focus on the accounts most likely to generate revenue. Target based on: Industry, Revenue

and Named Accounts.

• 1:1 Marketing

• Target relevant personas and decision makers. Present them with the content they want, at

the right time.

• Nurture prospects based on their stage in the buying cycle or product interest.


Personalization Results



Better Analytics



Better Analytics



2.4x

2.9x

Improved site performance



• A printing technology customer ran a personalized, geo-located campaign in several languages and received 7x more engagement (15% clickthrough rates).

• Result: 5x more downloads for White Papers

Content Consumption



“25% of prospects from an Insightera campaign converted

into leads, it exceeded our expectations. We are now

identifying prospects in the sales cycle and providing them with

relevant content in real-time. A lead generation success.” –

Ericom VP Marketing Ilan Paretsky

Improvement in conversion rates


Value of Personalization

Extend marketing automation reach

Educate and nurture inbound prospects

Turn anonymous prospects into qualified leads

Lower cost per lead

Optimize budget spend

Create meaningful customer interactions


Getting Started

WhoTarget Audience

VerticalPersona

WhatContent

Case StudyVideo


• The Who, What, Where


Getting Started

Where to start?

Analytics

Identify high yield targets

Start personalizing


Key Takeaways

• The 3 W's of Personalization: Who, what, where

• Firmographics and behavior are key

• Real-time personalization is about speed and relevancy

• Leverage big data and predictive analytics

• Getting started is easier than you think


Thank you!

Real-time Personalization - How to optimize your website and boost conversions

ebook: Personalization 101

contact us: @marketo

for more info: marketo.com/software/personalization/

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Real-Time Personalization: How to Optimize Your Website and Boost Conversions