predicting the top web personalization use cases in 2016

Predicting the Top Web Personalization Use Cases in 2016

David MyersProduct Manager, Marketo

Mike Telem VP Product Marketing, Marketo

Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023

Overview• Real-Time Web Personalization • Then and Now of Personalization Use Cases• What to expect in 2016• How to get started


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 targetedto their specific industry” (MarketingSherpa)

Relevancy

Personalizing your prospects experience while they are engaged and attentive

Web Personalization

2Xconversion rate for 2nd - 5th time visitors compared to 1st visit

67%find content targeted to their job function valuable

82%of prospects value content targeted to their industry


Web Personalization 2016


Web Personalization Use Cases THEN NOW

#1

#2#3

#5 Rule-Based Targeting Predictive Content Recommendations

Targeting Key Verticals Account-Based Marketing

Simple Behavioral Continuous Customer Journey

IP-Based Targeting IP-Based + Known Lead Data Targeting

#4 Location-Based, Territory Level Multi-Location Based, Country/State

Powerful Account-Based Marketing


Account-Based“Focus on those accounts most likely to generate revenue.”

Target prospects based on Industry, Revenue and Named Accounts


Account-BasedIdentify high yield targets

Map effective content

Execute campaigns and analyze

Measure and analyze results


Account-BasedVertical Sub-Industry Category Named

Accounts

Financial Services

Healthcare

Education

Government

Insurance Companies

Public Hospitals

Universities

Municipalities

• Mid-West Target Accounts

• Top 50 Retail Accounts

• Key Enterprise Accounts

• Existing Customers

• Prospects using Specific Technology

Account-Based Trends

+430Named Account lists created

700KSpecific accounts targeted

Leveraging Lead Data


Known Lead Data

Job Title

Role

Score


Known Lead Trends• Opportunity Status

• Event Status• If registered or attended next event

• Persona• Title, Role, Decision maker, Practitioner

• Use provided data over inferred

Calculated Customer Journey


BehaviorNumber of clicks

Number of visits

Specific pages

Search terms

# of visitors from a Company

Score

Opportunity stage

Product history


Customer Journey


Customer Journey

Target Segments Awareness Interest Decision

FinanceState of the Economy

Infographic

Bank of America OR Wells Fargo

Case Study

Advanced Solutions

User Group

HealthcareCompany intro for

Healthcare specialists

Intro Video

Top Hospital Customer

Testimonial

Annual Executive Summit

Conference

Location-Based


Location-Based

• Most popular with over 75% customer adoption

• Move towards multi-location targeting


Location-BasedCity Region

Predictive Content Recommendations


Predictive Content Recommendations• Machine learning and predictive analytics

• Identify similar web visitors

• Discover content connections

• Recommend most relevant content

Recommendations Trends

+140KAuto-discovered content

+1KEnabled recommended content


Marketo using Recommended Content


Measuring Performance


Getting Started is Easy

Any CMS, Zero IT

Real-Time Campaigns in Seconds

Hands Free capabilities


Key Takeaways• Why Personalization ? Generating quality Leads

• The Web holds the biggest potential improvement

• Planning Use Cases for 2016

• Starting with basic use cases

• Many advanced/specific use cases to leverage

Predicting the Top Web Personalization Use Cases in 2016

marketo.com/personalization@marketo

Thank you.