Why Web Personalisation - Web personalisation workshop tania

Web PersonalisationPartner Enablement workshop Sept. 2016Tania O’Connor | Lead Consultant | Marketo EMEA

WHY Web Personalisation?

Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016

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


Your Web Visitors

Picture this… Every month


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)


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)


Marketo Personalization ApplicationsWeb EngagementsB2B Analytics

Personalized Ads Predictive Content RecommendationsAccount-Based Marketing


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


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


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


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


How content works in WP• Admin – content patterns• Content section• Recommendations section


How MLM integrates• Selected (30) fields in Settings• Known MLM leads with cookies• WP behaviour fields in MLM• Email behaviour filter in WP

Web PersonalizationKick Start Workshop


Overview• The 10-Step plan to Lead Generating Web Engagement• Campaign planning workshop• Q&A


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


Location Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Product Highlights

Typical B2B Use Cases


Location Device Known Buyer

Special OffersApp DownloadDelivery & Terms

Behavioral

Cart Abandonment

Typical B2C Use Cases

Intro

The 10-Step Plan to Successful Personalized Web Engagement


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)


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

Step 1

Figure out your Who, What and Why


3 W’s to Web Engagement

WhoOrganization / Vertical

Product interest Location

Behavior / Stage

WhatContent

Case StudiesVideos

WhyTOFU Conversions

NurturingAd ROI


Typical MotivationsTop Funnel Conversion OptimizationAccelerating NurturingAccount-Based Marketing (B2B)Advertising Budget Optimization

Step 2

Select 2-3 use cases to implement


Use Cases

Location Vertical Known LeadAccount-Based Behavioral

Step 3

Select Two Audiences per Use Case to Implement


Use Case StrategyLocation Vertical Known Lead

Demo OffersCase StudiesLocal Events

Account-Based

White Papers

Behavioral

Special Deals


Use Case Strategy

Location Vertical

Case StudiesLocal Events

Step 4

Segment and gather initial analytics


Segment Web Visitors

Organization Industry Revenue

Customer JourneyProduct Interest Persona Territory


Analytics

Step 5

Outline content per stages of the customer journey


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


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

Facebook

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


Campaign Program MatrixStage – Persona – KnownSegment / Asset Type Awareness Interest Evaluation commitment

Finance - US Content NameContent Type

Finance - EMEA

Finance - APAC


Campaign Program MatrixLocation – Q– EventsSegment / Asset Type Q1 Q2 Q3 Q4

West Coast Events RTP WorkshopRCA Workshop Annual Summit Roadshows

East Coast

EMEA


Campaign Program MatrixStage – Persona – KnownSegment / Asset Type Awareness Interest Evaluation commitment

Persona 1 Content NameContent Type

Persona 2

Persona 3


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.


RTP Campaign: API Security, Default PagesBelow is the API Management page without any personalization


RTP Campaign: API Security, Awareness Phase


RTP Campaign: API Security, Education Phase

WORKSHOP

Step 5: Outline content per stages of the customer journeyCreating a Campaign Program Matrix


Campaign Program MatrixAudience / Asset Type Awareness Interest Evaluation commitment

Audience 1 Content NameContent Type

Audience 2

Audience 3


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

Step 6

Leverage existing content & generate calls to action


Leverage Content, Offers and Calls to Action• Leverage Existing Content (Use Content Discovery Module)

• Repurpose Content


Calls to Action


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%.


Behavioral


Behavioral (honeymoon search & referral)

Over 17% avg. CTR on behavioral campaigns.


Behavioral – Return visitor & specific pageDefault View Personalized based on behavior

Step 7

Deploy Web Personalization Campaigns


Web NurturingBuyer’s Journey

Step 8

Power your ads with data to target


Web Nurturing• Personalize Remarketing• Optimize Cost Per Click

Prospect

Prospect Returns to your site

Your Site Prospect isTracked ProspectLeaves Your Ad onOther Sites


Facebook Custom Audiences

Higher Education Healthcare


Facebook Remarketing


Remarketing – Higher Ed Vertical

Step 9

A/B test and optimize performance


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


A/B Testing

Step 10

Share reports internally, align with sales


Reports + Sales


Reports + Sales1.Key Organizations from Sales Territories2.Key Leads from Sales Territories3.Specific reports on mobile data


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)


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


Getting Started is EasyAny CMS, Zero IT

Real-Time Campaigns in Seconds

Follow the 10 Steps

Thank you!


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


Tech & User Set Up• Account Setting

• Domains• Content• Lead Database

• User Settings• Top Menu• Email Alerts

Segments


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.


Segments


Segment Matches

Campaigns


Campaigns• A customized reaction associated with a specific segment• Three types of campaigns:

• Dialog• In Zone• Widget


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


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


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


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


Campaign Features• Use priority score for conflict resolution

• Widgets or Dialogues• 2 In Zones• Highest score wins

• Schedule campaigns • Start/stop date• Reoccurring timeframe

Reports & Analtyics


Reporting• Individual Campaigns

• Impressions• Clicks

• Summary Report• Analytics Section• Google Analytics or Site Catalyst for more in-depth reporting


Email Alerts•Based on User Settings•If user edits region settings than reports will only show details for that region

Why Web Personalisation - Web personalisation workshop tania

Marketing

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