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Rick SiegfriedCustomer Marketing Manager
Chia XiongCustomer Marketing Programs Specialist
Vyoma KapurSr. Manager, Enterprise Marketing Programs
Divya DuttSr. Manager, Web Marketing
Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Today’s Personalized Agenda• Web Personalization …personalize your website
• Sales Insight …personalize their communications
• Ad Bridge …personalize their cross-channel experiences
Chia XiongCustomer Marketing Programs Specialist
Vyoma KapurSr. Manager, Enterprise Marketing Programs
Web Personalization
Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Why do we do it?
Increased relevance
Increased CTRs
Increased conversion
rates
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
3Ws of Personalization
What?
• What are the objectives?• What should the message, format, design and call to action be?
Who?
• Which segmentation variables to use?• Should we target anonymous or known traffic, or both?
Where?
• Should we personalize on one channel or many?• What parts of the website should we enable personalization?
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
What: Types of CampaignsBlog/content recommendations, corporate event promotions, webinars, ebooks etc.
Analyst papers, case studies, field events, in-depth reports, customer story webinars
Product datasheets, product demos
Top
Mid
Bottom
Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
What: CampaignsObjective: Drive asset downloads & convert anonymous traffic in the Healthcare segmentFormat: Dialog boxes
Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Where: Across Channels
WEBMOBILEDISPLAYSOCIAL
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Where: Sample Placements
Sections for targeted messaging
Modules for direct-response campaigns
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Who: Segmentation VariablesTypeBusiness unitGeographyIndustryTech stackLifecycle stageBehaviorEngagementDevice
Customer | ProspectEnterprise | SMBSF | CA | North AmericaHospitality | SoftwareSalesforce CRM | LinkedInPre-opp | Opp stage 2Pricing page | Homepage1st visit | 3rd visitDesktop | Mobile
Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Examples of User Experiences
Segment: Industry (publishing)Geo: IllinoisCampaign: Lunch & Learn in Chicago for publishers
Segment: Device (mobile)Campaign: Marketo’s mobile product datasheet
Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Overall StrategyOne-off direct-response Ongoing direct-response Ongoing messaging
Objective Drive registrations Drive asset downloads / views Increase relevance
Priority 1 (time sensitive) 2 (not time sensitive) N/A (different placements)
Type of content Events, demos, webinars etc. Definitive guides, ebooks, research papers, case studies etc.
Product descriptions, use cases, customer logos etc.
Placements CTA areas across the site CTA areas across the site More embedded placements
Segmentation Variables Geos (for events) Verticals, business units, page visits Verticals, business units
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How We Set Up Segments
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Segments
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Segments
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Segments
Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Segments
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How We Set Up Campaigns
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Campaigns
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Campaigns
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Campaigns
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Campaigns
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Campaigns
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Customer Focused Campaigns
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How We Report on the Results
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How We Report on the Results
Named Account Activity Tracking
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Sample Report• Purpose: sales enablement
• Source: Marketo Web Personalization & Google Analytics
• Contents: account name, pages visited, number of visits
• Cadence: weekly
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Named Account Tracking: Use CasesIndicator Potential Signal Data Application
Spike in activity from an account
Account may be actively researching marketing automation tools/resources
Check reports to find any known contacts visiting, reach out to them, leverage Marketing
Product/pricing page visits
Account is actively considering Marketo and performing due diligence
Request for meeting as soon as possible
Career page visits Employees from account looking for jobs at Marketo
Keep an eye out for visits to product/resource pages
Visits to resources e.g. eBooks, guides etc.
Account looking to learn more on industry/best practices etc.
Keep account engaged with content on similar topics
Visits to demo pages Account may be in research phase Check reports to find any known contacts visiting, reach out with full product demo
Rick SiegfriedCustomer Marketing Manager
Sales Insight
Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Sales Insight (MSI)• Why should a marketer care?• How does a salesperson use it?
Marketo Customer Revenue Model
Marketo Customer Revenue Model
MARKETING
SALES
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Back to Basics… Marketing Programs
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Now into the CRM
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Sales wants that Program Info
Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Sales wants that Program Info
Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
How does SALES leverage that INSIGHT?
Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
a Marketing message with a Sales touch
Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
a Marketing message with a Sales touch
Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
a Marketing message with a Sales touch
Here’s a nice outlook on life..
Here’s a nice outlook on life..
Page 45Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Page 46Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Sales Insight (MSI) Plugin
Page 47Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Send a Marketo Email
Page 48Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Send a Marketo Email
Page 49Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Sales Insight (MSI) Plugin
Page 50Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Sales Insight (MSI) Plugin
Page 51Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Sales Insight (MSI) Plugin
Page 52Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Sales Insight (MSI) Plugin
Page 53Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Add to Marketo Campaign
Page 54Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Add to Marketo Campaign
Page 55Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Add to Marketo Campaign
Divya DuttSr. Manager, Web Marketing
Ad Bridge
Page 57Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Personalized Retargeting Ads
Site Visit
Leaves Site
Industry: Healthcare Revenue: EnterpriseLocation: Canton, OhioInterest: Lead Gen.
MarketoEngagement
Platform
Visitor
Display NetworkSites
Returns to site
Off site visitor
Partner Ad Networks
Page 58Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Integrations
Marketo Engagement
Marketing Platform
Product Interests
Verticals
Company Size
Lead Score
Buyer Journey
Create Segmented Lists
AD NETWORKS
Page 59Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Product Walk Through
Page 60Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Healthcare Smart List in Marketo
Page 61Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Send List to Partners
Page 62Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Find Smart List on Facebook
Page 63Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo Ads
We have seen 2% increase in conversion rates from these campaigns
Page 64Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Marketo (Ads)
Page 65Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
What Are the Benefits?
Increase lead quality
Optimize ad spend
Acquire customers faster
Page 66Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
Today’s Personalized Agenda• Web Personalization …personalize your website
• Sales Insight …personalize their communications
• Ad Bridge …personalize their cross-channel experiences
Questions?More Amazing Resources:• docs.marketo.com• marketo.com/summit• nation.marketo.com (sorry,
customers only!)