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Real-Time Personalization Workshop
1.
Real-Time Personalization Workshop David
Myers Product Manager, Marketo July, 2015
2.
Page 2Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Overview • Planning your RTP Personalization Campaigns • Optimizing your Campaigns • Predictive Content Recommendations • Latest Product Release
3.
Page 3Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Marketo RTP Web EngagementsB2B Analytics Personalized Ads Predictive Content Recommendations Account-Based Marketing
4.
Planning • Use Cases •
3 W’s • Campaign Matrix
5.
Page 5Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Planning - Use Cases Location Vertical Known Lead Demo OffersCase StudiesLocal Events Account-Based White Papers Behavioral Special Deals
6.
Page 6Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Planning – 3 W’s Who Organization / Vertical Product interest Location Behavior / Stage What Content Case Studies Videos Where Website Mobile Advertising
7.
Page 7Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Planning – Campaign Matrix Target Segments Anonymous 1st-2nd visit Anonymous 3rd-5th Visit Known Lead Score > 75 HealthCare Company Intro for Healthcare Specialists Intro Video 1. Public Hospital 2. Private Hospital Testimonial How Video Boosts Health Services by 45% White Paper Annual Executive Healthcare Summit Conference • Vertical
8.
Page 8Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Planning – Campaign Matrix • Personas Target Segments Anonymous 1st-2nd visit Anonymous 3rd-5th Visit Known Lead Score > 75 CEO / Decision Maker State of the Video Conferencing Infographic 1. Top Customer A 2. Top Customer B Case Study Making the right Video Conf. decisions Data Sheet Why our solutions trump the others Comp. Comparison
9.
Campaign Creation • A/B
Testing • Mobile • Collision Control (Priority Score)
10.
Page 10Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 A/B Testing and Auto-Tune • 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
11.
Page 11Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 A/B Testing and Auto-Tune
12.
Page 12Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Mobile Campaigns
13.
Page 13Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Collision Control (Priority Score)
14.
Predictive Content Recommendations •
Recommendation Bar • Rich Media Recommendations
15.
Page 15Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Predictive Content Recommendation Engine 1. Auto-Discovers and maps all of your content assets 2. Learns which content works best and for who 3. Recommends relevant content to web visitors & leads Increases content consumption and onsite engagement
16.
Page 16Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Content Recommendations – Bar
17.
Page 17Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Content Recommendations – Bar
18.
Page 18Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Content Recommendations – Rich Media Predictive Content Recommendation Engine
19.
Latest Releases • Summary
Report • User Role Permissions
20.
Page 20Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Summary Report
21.
Page 21Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 User Permissions
22.
Resources
23.
Page 23Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Resources • Docs.marketo.com
24.
Page 24Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Resources • Discussions / Ideas - community.marketo.com
25.
Page 25Marketo Proprietary
and Confidential | © Marketo, Inc. 7/30/2015 Resources • Webinars / Resources - Marketo.com/targeting-and-personalization/
26.
Thank you. David Myers Product
Manager, Marketo July, 2015
Notes de l'éditeur
Update with new cover from visual brand deck.
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