Web PersonalisationPartner Enablement workshop Sept. 2016Tania O’Connor | Lead Consultant | Marketo EMEA
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It’s where your customers find you• 81% of B2B purchase cycles start with web search, and 90% of buyers say when they are ready to buy, “they’ll find you.”• 89% of consumers begin their buying process with a search engine
*The CMO’s Guide to Modern SEO, Propecta 2016
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Your Web Visitors
Picture this… Every month
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Average Lead Conversion RatesInquiry
Marketing Qualified LeadsSales Accepted LeadsSales Qualified Leads
Customers
4.4%66%49%20%
Conversion Rate
Inquiry > Customer Conversion Rate: 0.3% (351: 1)
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Best Practice Lead Conversion RatesInquiry
Marketing Qualified LeadsSales Accepted LeadsSales Qualified Leads
Customers
9.3%85%62%29%
Conversion Rate
Inquiry > Customer Conversion Rate: 1.42%(70:1)
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Marketo Personalization ApplicationsWeb EngagementsB2B Analytics
Personalized Ads Predictive Content RecommendationsAccount-Based Marketing
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Marketo Web PersonalizationB2B Analytics
• Identify top funnel (anonymous) firmographics• Organization, Industry, Size, Revenue
• Enrich and integrate with Google Analytics & Adobe SiteCatalyst• Works with any CMS
Web Engagements• Flexible Segmentations
• Firmographics + Behavior• Known Lead Data
• Title, Product Interest, Score• Targeted Campaigns
• Dialog, In Zone, Widget, API• A/B Testing, auto-tuning
Personalized Ads Predictive Content Recommendations• Automated content discovery• Predictive analytics• Automated content recommendations
• Google Display Network• Facebook Remarketing network• Remarketing Ads based on
• Firmographics• Behavior• Known Lead Data
ABM• Manage Named Account Lists• Engage key accounts across channels• Sales Intelligence• Performance Graph
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Agenda• The new Account-Based Marketing• Setting up Web Personalisation• How content works in the platform• How MLM (core Marketo) integrates• How Google Analytics integrates• Where the data comes from• Client workshop approach
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Setup• Implement JS on pages• Choose MLM fields• Create content patterns• Create initial Segments (different from Marketo segments!)• Decide where/if InZone campaigns will go (may need DIV IDs)• Set up reports
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Common Gotchas To Remember• Web personalization platform is separate than Marketo
• Once someone becomes cookied/known in Marketo there is an approximate 4 hour delay before “known” in RTP• Only 30 fields can be added from Marketo to personalization platform• When filtering anywhere in the app, always check your timeframes and domain settings• Session times have an impact– approx 30 minutes with Google• Your IP must match the segment to see a campaign making QA difficult• VPNs impact IP addresses
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How content works in WP• Admin – content patterns• Content section• Recommendations section
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How MLM integrates• Selected (30) fields in Settings• Known MLM leads with cookies• WP behaviour fields in MLM• Email behaviour filter in WP
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Overview• The 10-Step plan to Lead Generating Web Engagement• Campaign planning workshop• Q&A
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Objectives1. Understand Web Personalization2. Get passed the planning hurdleLearn a systematic way to plan, deploy and measure campaignsDevelop your first actual 1Q Plan
3. Share thoughts and feedback
Marketo ResearchPersonalizing web experiences can lead to:• Average time on site up 193% for visitors who engaged with personalized content• Up to a 270% increase in content consumption• 30% increase in conversion rates
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Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Product Highlights
Typical B2B Use Cases
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Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Typical B2C Use Cases
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10 Steps to Web PersonalizationStep 1: Figure out your Who, What and WhyStep 2: Select 2-3 use cases to implementStep 3: Select 2 audiences per use case to implementStep 4: Segment and gather initial analyticsStep 5: Outline content per stages of the customer journey
>> (Hands on workshop: Campaign Program Matrix)
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10 Steps to Web PersonalizationStep 6: Leverage existing content and create customized calls-to-action Step 7: Deploy Web Personalization CampaignsStep 8: Power your ads with data to targetStep 9: Implement A/B testing and optimize performanceStep 10: Share reports with internal teams and align with sales
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3 W’s to Web Engagement
WhoOrganization / Vertical
Product interest Location
Behavior / Stage
WhatContent
Case StudiesVideos
WhyTOFU Conversions
NurturingAd ROI
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Typical MotivationsTop Funnel Conversion OptimizationAccelerating NurturingAccount-Based Marketing (B2B)Advertising Budget Optimization
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Use Cases
Location Vertical Known LeadAccount-Based Behavioral
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Use Cases
Location Vertical Known LeadAccount-Based Behavioral
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Use Case StrategyLocation Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals
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Use Case Strategy
Location Vertical
Case StudiesLocal Events
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Segment Web Visitors
Organization Industry Revenue
Customer JourneyProduct Interest Persona Territory
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Web NurturingBuyer’s Journey
Target Segments Awareness Interest Decision
FinanceState of the Economy
Infographic
Bank of America OR Wells FargoCase Study
Advanced Solutions
User Group
Healthcare Company intro for Healthcare specialistsIntro Video
Top Hospital Customer
Testimonial
Annual Executive SummitConference
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Campaign Program MatrixExample - Vertical Customer JourneySegment / Asset Type Awareness1-2nd visit Interest3-5th Anonymous
EvaluationKnown , Score<50 Commitment
Fortune 500 CompaniesState of the modernmeeting
Infographic
Case Study
How Blue Jeans Helps YouLive Demo
Blue Jeans Advanced SolutionsUser Group
Educational IndustryLearning withBlue JeansUse Case
Wharton UniversityTestimonial
Cloud-based video conferencingWhite PaperBlue Jeansvideo summitEvent/ Conference
Named Account Lists Blue Jeans Demo CenterOverview VideoWharton Connects Students Videocast
Blue Jeans mandate and promiseAdvanced ServicesJoin our top executivesNetworking Meeting
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Campaign Program MatrixStage – Persona – KnownSegment / Asset Type Awareness Interest Evaluation commitment
Finance - US Content NameContent Type
Finance - EMEA
Finance - APAC
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Campaign Program MatrixLocation – Q– EventsSegment / Asset Type Q1 Q2 Q3 Q4
West Coast Events RTP WorkshopRCA Workshop Annual Summit Roadshows
East Coast
EMEA
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Campaign Program MatrixStage – Persona – KnownSegment / Asset Type Awareness Interest Evaluation commitment
Persona 1 Content NameContent Type
Persona 2
Persona 3
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RTP Campaign: API SecurityCA target visitors off of lead score. Created 5 separate campaigns for each stage of the nurture process.
Solutions How To BuyValidationEducationAwareness
Lead Score >10050< Lead Score <10020< Lead Score <50Known Lead Score <20Anonymous
All Widgets are segmented to appear on the API Management Page. Their targeting allows them to all run simultaneously on the same page with out overlap.
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RTP Campaign: API Security, Default PagesBelow is the API Management page without any personalization
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RTP Campaign: API Security, Awareness Phase
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RTP Campaign: API Security, Education Phase
WORKSHOP
Step 5: Outline content per stages of the customer journeyCreating a Campaign Program Matrix
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Campaign Program MatrixAudience / Asset Type Awareness Interest Evaluation commitment
Audience 1 Content NameContent Type
Audience 2
Audience 3
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Steps 6-10, After WorkshopStep 6: Leverage existing content and create customized calls-to-action Step 7: Deploy Web Personalization CampaignsStep 8: Power your ads with data to targetStep 9: Implement A/B testing and optimize performanceStep 10: Share reports with internal teams and align with sales
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Leverage Content, Offers and Calls to Action• Leverage Existing Content (Use Content Discovery Module)
• Repurpose Content
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Vertical-BasedDefault View
Personalized for Visitors from the Healthcare Industry
Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
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Behavioral (honeymoon search & referral)
Over 17% avg. CTR on behavioral campaigns.
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Behavioral – Return visitor & specific pageDefault View Personalized based on behavior
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Web NurturingBuyer’s Journey
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Web Nurturing• Personalize Remarketing• Optimize Cost Per Click
Prospect
Prospect Returns to your site
Your Site Prospect isTracked ProspectLeaves Your Ad onOther Sites
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Facebook Custom Audiences
Higher Education Healthcare
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Remarketing – Higher Ed Vertical
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A/B Testing• 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
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Reports + Sales1.Key Organizations from Sales Territories2.Key Leads from Sales Territories3.Specific reports on mobile data
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10 Steps to Web PersonalizationStep 1: Figure out your Who, What and WhyStep 2: Select 2-3 use cases to implementStep 3: Select 2 audiences per use case to implementStep 4: Segment and gather initial analyticsStep 5: Outline content per stages of the customer journey
>> (Hands on workshop: Campaign Program Matrix)
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10 Steps to Web PersonalizationStep 6: Leverage existing content and create customized calls-to-action Step 7: Deploy Web Personalization CampaignsStep 8: Power your ads with data to targetStep 9: Implement A/B testing and optimize performanceStep 10: Share reports with internal teams and align with sales
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Getting Started is EasyAny CMS, Zero IT
Real-Time Campaigns in Seconds
Follow the 10 Steps
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Getting Started
Technical Set Up Business Implementation• Domains & Tag• Create Unique div IDs• Integrate with Google or SiteCatalyst• Issue RTP logins• Connect Marketo data fields
• Define Personalization Strategy • Define Segmentations• Develop Content/Creative • Create & Launch Campaigns• Expand Personalization Applications• Test, Analyze, Refine
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Tech & User Set Up• Account Setting
• Domains• Content• Lead Database
• User Settings• Top Menu• Email Alerts
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Segments• A collection of visitors that meet the specified criteria of your target audience• Displays custom defined segments you set up based on various attributes.• A segment can be visitors from a specific industry, location or based on the visitor’s onsite activity.
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Campaigns• A customized reaction associated with a specific segment• Three types of campaigns:
• Dialog• In Zone• Widget
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Dialogue Box Campaign • More intrusive to the web visitor experience
• Customize when the campaign fades away using the timeout setting• Sticky keeps the campaign in position without any timeout until user actively closes it• Modal places high focus on the campaign with a darkened background appearing around it
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In Zone Campaign• Requires web development support
• Zone ID is Based on div IDs on the site• Target URL is required
• Add URL parameters for further targeting • Using Sticky is a best practice to keep campaigns in place during a visitor session• Fading can be applied as a transition to load the campaign
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Widget Campaign•Vertical Side Pop-out
• Can expand or contract but stays fixed on the website page for the visit•Only appears on one page during the visitors session •Fewer customization options than the other campaign types
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Previewing & Sharing Campaigns•Use Via Proxy to preview campaign on a page without the RTP tag applied•Sharing campaign provides a fixed URL link in an email•Create a sandbox segment
• Update campaign to use as the target segment• Add "?sandbox=1” at the end of a URL as a parameter
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Campaign Features• Use priority score for conflict resolution
• Widgets or Dialogues• 2 In Zones• Highest score wins
• Schedule campaigns • Start/stop date• Reoccurring timeframe
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Reporting• Individual Campaigns
• Impressions• Clicks
• Summary Report• Analytics Section• Google Analytics or Site Catalyst for more in-depth reporting