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Web Personalization - A Must for Your 2017 Marketing Plans
This document discusses how web personalization is essential for marketing plans in 2017. It defines web personalization as personalizing a visitor's experience on a website in real-time based on their attributes like location, industry, or past behavior. The document provides examples of personalizing web content for different locations, industries, and known contacts. It recommends leveraging web personalization over A/B testing and combining rule-based and predictive personalization using artificial intelligence. It argues that web personalization should be a priority in 2017 because websites provide untapped engagement potential and the necessary technology now exists to personalize at scale.
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Web Personalization - A Must for Your 2017 Marketing Plans
- 1. Web Personalization A Mustfor your 2017 Marketing Plans David Myers Sr. Product Manager, Marketo
- 2. • This webinaris being recorded! • Slides and recording will be sent to you after the webinar • Have a question? Use the Chat in the bottom left • Posting to social? Use our hashtag - #mktgnation Housekeeping
- 3. Page 3Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Agenda • The Engagement Economy • What is Web Personalization? How to use it? • Examples and successes of how and when to use Web Personalization • Why Web Personalization is a must in 2017
- 4. ERIC JOHNSON Chief SalesOfficer, MARKETO WELCOME! Digital Transformation has changed everything
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- 6. The era ofthe ENGAGEMENT ECONOMY
- 7. Winning means delivering Personalizedand Authentic experiences at scale
- 8. Page 8Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Potential Prospects on your Website
- 9. Page 9Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Potential Prospects everyday on your Website
- 10. Page 10Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 People are different
- 11. What is WebPersonalization?
- 12. Page 12Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web PersonalizationSpeed “Within the first 10 seconds of your visitor’s website experience, you must explain what you can do for them” Source: Microsoft Research
- 13. Page 13Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Relevancy “82% of prospects value content targeted to their specific industry” Source: MarketingSherpa
- 14. Page 14Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 “Personalizing your prospects experience at scale while they are engaged and attentive in real-time” Web Personalization
- 15. What’s the mainreason you are not utilizing Web Personalization? • Not enough bandwidth & resources • Looking for the right technology • Don’t have enough content and data • Already doing it, looking to learn more Poll Question
- 16. Page 16Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization Convert those you don’t know (ANONYMOUS) Engage those you do know (KNOWN)
- 17. Page 17Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Main Motivations for Web Personalization Top Funnel Conversion Optimization Accelerating Nurturing Account-Based Marketing Advertising Budget Optimization
- 18. Page 18Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Most Recent Success Story 1. Goal: • Turn Anonymous to Known • Convert the Known to Customers 2. Using Marketo Lead Management + Web Personalization • 30% increase in conversions • 2x faster nurturing from anonymous to customer
- 19. Page 20Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization Use Cases Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
- 20. How to useWeb Personalization?
- 21. Page 22Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 3 W’s to Web Personalization Who Organization Named Account List + Role, Location, Behavior What Content Case Studies Videos White paper Where Website Ads
- 22. Web Campaigns Target Segments Goal: Engagement Finance Bankof America OR Wells Fargo Case Study Healthcare Top Hospital Customer Testimonial Ongoing Web Campaigns Target Segments Goal: Registration Enterprise Global Trends Webinar U.S. Customers Annual Conference Registration Point-in-Time Web Campaigns
- 23. Web Nurturing Target SegmentsAwareness Interest Decision Finance State of the Economy Infographic Bank of America OR Wells Fargo Case Study Advanced Solutions User Group Healthcare Company Intro for Healthcare Intro Video Top Hospital Customer Testimonial Annual Executive Summit Conference Buyer Journey Web Campaigns
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- 25. Page 26Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Location
- 26. Page 27Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Location (Houston)
- 27. Page 28Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Location (Seattle)
- 28. Page 29Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Location - Tricentis
- 29. Page 30Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Location - Tricentis
- 30. Page 31Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Location - Tricentis
- 31. Page 32Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Vertical - Sharp
- 32. Page 33Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Vertical - Sharp
- 33. Page 34Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Vertical - Commvault
- 34. Page 35Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Vertical - Commvault
- 35. Page 36Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Vertical - Commvault Default website Healthcare Visitors
- 36. Page 37Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 ABM - Amdocs
- 37. Page 38Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 ABM - Amdocs
- 38. Page 39Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 ABM - Amdocs Default website Top 50 Telecom Operators
- 39. Page 40Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Known Data - CA Technologies
- 40. Page 41Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Known Data
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- 42. Page 43Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization in 2017 1. Don’t ignore your Web potential
- 43. Page 44Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization in 2017 2. Web Personalization over A/B Testing
- 44. Page 45Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization in 2017 3. Combine Rule Based & Predictive Personalization (AI)
- 45. Page 46Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization in 2017 4. Leverage Web Data into other channels
- 46. Page 47Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization in 2017 5. Web Personalization for Key Accounts (ABM)
- 47. Page 48Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Web Personalization in 2017 1. Don’t ignore your web potential 2. Web Personalization over A/B Testing 3. Rule Based & Predictive Personalization (AI) 4. Leverage Web Data to other channels 5. Web Personalization for Key Accounts (ABM)
- 48. Page 49Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Summary Web Personalization in 2017 is a must because: • Your website is your most untapped potential • You have enough data and resources • The technology exists • Higher engagement rates, conversions and revenue
- 49. Page 50Marketo Proprietaryand Confidential | © Marketo, Inc. 1/26/2017 Getting Started is Easy Any CMS, Zero IT Real-Time Campaigns in Seconds Leverage Existing Data and Content
- 50. Thank you. Web Personalization AMust for your 2017 Marketing Plans