1. Website Personalization –
The Next Level of Online Target
Marketing
July 9, 2014
A special thank you to:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that
your system has not been muted. #TMGWebinar

2. Today’s Speakers
Thorin McGee
Editor-in-Chief
Target Marketing
Carolyn Goodman
President
Creative Director
Goodman Marketing Partners
Moderator
#TMGWebinar
David Myers
Product Manager
Real-Time Personalization
Marketo

3. Tips for Webinar Attendees
• Technical difficulties? Let us know by using the “Q and A” box, or
trouble-shoot by clicking the “Help” widget below
→ Quick tip: Common problems (like loss of sound and/or stall in the slides)
can often be fixed by a quick refresh of your browser.
• Have a question for today’s speaker? Submit via the “Q and A”
box
• Please disable pop-up blockers
• See what this console can do! Click on the “Tips for Attendees”
widget for the complete rundown.
Don’t forget to “share” this webinar! #TMGWebinar

4. Website Personalization
July 9, 2014
The Next Level of Online Target Marketing

5. The Evolution of the Web
SOURCE: www.evolutionoftheweb.com
5

6. Recognize returning customers 6

7. The Secret to Success? Alignment. 7
Thought sequences in alignment
Out of alignment

8. Historical Look: MURLs 8

9. 9
Historical Look: PURLs

10. Christopher Goodman,
1
0
Historical Look: PURLs

11. 1
1
Building Aligned Web Pages

12. Personalizing Websites for Shoppers
SOURCE: Invesp Consulting
1
2

13. SOURCE: Invesp Consulting
1
3
Personalizing Websites for Shoppers

14. SOURCE: Monetate/eConsultancy
14
Personalizing Websites for Shoppers
19%

15. Personalizing Websites for Shoppers 15

16. Personalizing Websites for Shoppers 16

17. Personalizing Websites for Shoppers 17

18. 18
Personalizing Websites for Shoppers

19. Missed Opportunity
SOURCE: Econsultancy
The number of marketers
who leverage behavioral data
on their website.
19%
19

20. Why Personalize your Website? 20
SOURCE: Kissmetrics.com
Bounce Rates by Industry

21. Optimize for Intent 21

22. 22
Optimize for Intent

23. 23
Optimize for Intent

24. 24
Optimize for Intent
SJR
Book yours today >
Life is a
journey

25. 25
Optimize for Intent

26. 26
Optimize for Intent

27. SOURCE: imFORZA
67%
27
Business-to-Business Buying Journey:
Starts Digitally

28. SOURCE: imFORZA
90%
28
Business-to-Business Buying Journey:
Starts Digitally

29. Optimize for Intent 29

30. Optimize for Intent 30

31. Home Page messaging is too broad 31

32. Vague, self-serving description 32

33. Optimized for Intent 33

34. SOURCE: 2014 B2B Web Usability Report
93%
34
Business-to-Business Website Annoyances

35. Optimize Behavior from Social Media 35

36. Optimize Behavior from Social Media 36

37. Optimize Behavior from Social Media 37

38. Optimize for IP address 3
8
38

39. Summary 39
• Leverage knowledge about your customers and
present custom content when they return:
Amazon or SBI
• Match web pages to SEM user intent: Expedia or
Tyco
• Consider the source of the lead: Social media
(Pinterest, Facebook): Zappos
• Consider MURLs, PURLs to create custom web
content that matches a pull campaign effort
• Use site visitors IP address to help guide them to
the most country-appropriate site
• Align, align, align

40. Thank you!
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
E: carolyn@goodmanmarketing.com
P: 415.507.9060 x222
www.goodmanmarketing.com
40

41. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Personalization
David Myers
Product Manager, Marketo

42. Page 42
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
What is Real-Time Personalization?
Identifying a person’s attributes (contacts + firmographics + context)
Speed: “Within the first 10 seconds of your visitor’s website experience,
you must explain what you can do for them” (Microsoft Research)
Customizing their experience by presenting them with relevant content,
calls-to-action or visuals

43. Page 43
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Personalization
• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with
personalized content or calls-to-action while on site
and in context, even if they are anonymous

44. Page 44
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Personalization
• Auto-engage anonymous visitors with personalized
content or calls to action
• Leverage existing content for Amazon-like content
recommendations
• Generate personalized communications across channels
(Email, web, mobile, ads)
• Create meaningful, real-time interactions with targeted
individuals

45. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Personalization Attributes

46. Page 46
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
B2B Personalization Attributes
Organization
Industry
Revenue
Customer journey
Size
Persona
Territory

47. Page 47
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Account-Based Marketing (ABM)
• Focus on key revenue generating accounts
• Identify and target accounts based on vertical, name & size
• Measure and analyze effectiveness of marketing programs
• Align with Sales to support strategic goals

48. Page 48
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
B2C Personalization Attributes
Customer journey
Geo-location
Price sensitivity
Buying history
Product intent

49. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Personalization Examples
- Targeted Campaigns
- Amazon-Like Content Recommendations

50. Page 50
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Quick Overview
ROOM SYSTEMS
LIFESIZE | POLYCOM | CISCO
DESKTOP/MOBILE
LYNC | GOOGLE | JABBER | BROWSER
IOS | ANDROID
COLLABORATION
CONTENT SHARING | CHAT | VIDEO SHARING
MULTI-PARTY BRIDGE
CLOUD MCU

51. Page 51
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Vertical/Journey Campaign Program
Target Segments Awareness Interest Evaluation Commitment
Fortune 500
Companies
State of the modern
meeting
Infographic
Facebook
Case Study
How Blue Jeans
Helps You
Live Demo
Blue Jeans
Advanced Solutions
User Group
Healthcare Industry
Learning with
Blue Jeans
Use Case
Medical Institute
Testimonial
Cloud-based video
conferencing
White Paper
Blue Jeans
video summit
Event/ Conference
Named Account Lists
Blue Jeans Demo
Center
Overview Video
Wharton Connects
Students
Videocast
Blue Jeans mandate
and promise
Advanced Services
Join our top
executives
Networking Meeting

52. Page 52
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Blue Jeans Example (Healthcare)

53. Page 53
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Blue Jeans Example (Healthcare)

54. Page 54
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Blue Jeans Example (Healthcare)

55. Page 55
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
SysAid
Content Recommendation Engine
• A leading provider of IT service management solutions
• Existing quality content (blog, tutorials, webinars)
• Challenge: Match the right content to the right online prospect
• Goal: Improve content consumption, increase lead registration
and nurture existing lead engagement

56. Page 56
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Content Recommendation

57. Page 57
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Content Recommendation

58. Page 58
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Content Recommendation

59. Page 59
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Use Case Results
• Automatic discovery of over 400 assets
• 50% uplift in content consumption (Webinar, Demos)
• Over 500 additional engagements on recommended content
• Avg. time on site 5x higher for engaged recommended content
• Expansion to over 50 recommended pieces of content

60. Page 60
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Key Takeaways
• Identify, engage, nurture thousands of anonymous prospects
• Turn your prospects into qualified leads with real-time
personalization
• Create meaningful, engaging continuous conversations
• Getting started is easier than you think

61. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
Contact: David Myers - dmyers@marketo.com
Web: marketo.com/personalization
Twitter: @marketo

62. Question & Answer Session
Enjoying this webinar? There’s so much more where this came from!
Click the publication widget below to sign up for a FREE subscription to
Target Marketing!
If you haven’t done so already,
please take this time to submit questions to
our speakers using the “Q&A” box on your
console.
#TMGWebinar

63. Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com/webinar
Please take a moment to fill out our
feedback survey.
(It will open in a new browser window/tab momentarily!)
#TMGWebinar