Marketo - Web Personalisation

Web personalisation

Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023



Personalisation is the art and science of getting more people to perform desired actions


Personalisation is about removing barriers to conversion


Who your visitors are

What their goals are

The tasks they need to complete to achieve their

goas

What will influence them


Sarah’s first visit

Anonymous Cookie IDCookie ID Fjdki94jfmdk3e;

Search term Engagement Marketing

Inferred Company Intel

Anonymous Cookie IDIndustry Software & Cloud

Company Size Enterprise

Named Account Yes

Anonymous Cookie IDRevenue Stage Unknown lead

Anonymous Cookie IDBrowser Firefox

Anonymous Cookie IDActivity log Visited homepage


Segment web visitorsOn first visit Location

Company

Company size

Industry

From a named account

Web behaviour

Search term

Referral source

Browser

Device

Known visitors

Any Marketo or CRM field

- customer journey stage- product interest- lifetime value- lead score- behaviour score- hasn’t downloaded app


Segment web visitors

Organization Industry Revenue

Customer Journey

Product Interest Persona Territory

Intro

What Successful customer do – Top 5 Use Cases


Location Device Known Buyer

Special OffersApp DownloadDelivery & Terms

Behavioral

Cart Abandonment

Typical B2C Use Cases


Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Product Highlights

Typical B2B Use Cases


500% increase in conversion


313% increase in average visit duration, 163% increase in average pages viewed per visit




Solutions How To BuyValidationEducationAwareness

Lead Score >10050< Lead Score <100

20 < Lead Score < 50

Known Lead Score <20Anonymous


Personalisation is the art and science of getting more people to perform desired actions

LIVE DEMO

How to get started?


BIGGESTOPPORTUNITY

LOWESTEFFORT


The 10-Step Plan to Successful personalized Web Engagement


10 Steps to Web PersonalizationStep 1: Figure out your Who, What and Why

Step 2: Select 2-3 use cases to implement

Step 3: Select 2 audiences per use case to implement

Step 4: Segment and gather initial analytics

Step 5: Outline content per stages of the customer journey

Step 6: Leverage existing content and create customized calls-to-action

Step 7: Deploy Web Personalization Campaigns

Step 8: Power your ads with data to target

Step 9: Implement A/B testing and optimize performance

Step 10: Share reports with internal teams and align with sales

https://www.marketo.com/ebooks/10-steps-for-a-successful-personalized-web-engagement-strategy/




Think Marketo web personalisation when you hear: “Conversion Rate Optimization” / “Optimisation”

“Account-Based Marketing”

“Advertising Budget Optimization”


10 questions when choosing personalisation software


Remember…

Any CMS, Zero IT

Campaigns in Seconds

Follow the 10 Steps

THANK YOU