Xerox Real Time Personalization Pilot – Case Study

Xerox Digital Marketing Janel Draz April 2016–December 2016

What is RTP?

Marketo Web Personalization, also known as Real-Time Personalization, (RTP) is a targeting &

personalization platform that helps you engage thousands of prospects on your web site in real-time

based on who they are and what they do.

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Types of RTP campaigns: In-Zone: These campaigns replace content, such as a hero image or banner at the top of a page, with “personalized” content that is tailored to specific audience segment. Less invasive and provides a seamless experience for the user. Widget: This is a text or image based box that is fixed and appears on the vertical edge of a web page. Users have the option to collapse the widget, and then reopen it as they absorb content on a page. This would be our second recommendation behind in-zone campaigns, because widgets are less invasive, and a more helpful experience. Pop-up (or dialog): This is a lightbox, pop-up message over a specific page, and is our third recommendation in most cases. Current campaigns running pop-ups on the Xerox site have custom code to include a delay and specific placement. Marketo is currently developing an out-of-the-box option to delay the pop-ups upon entry, which will improve the user experience.

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How does RTP work?

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.

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Segments •  Location – Country, State, City or Zip code •  Industries •  Organization Group

•  Fortune 500 - Includes only Fortune 500 companies in this segment

•  Fortune 1000 - Includes only Fortune 1000 companies in this segment

•  Global 2000 - Includes the Global 2000 companies in this segment

•  Enterprise - Includes organizations with more than 1,000 employees and revenue greater than $250M

•  SMB - Includes only small and medium businesses in this segment

•  Named Accounts – Organizations or Named Account List

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Segments - continued

•  Known Leads •  Behavioral – Visits, Search Terms, Referrals, Include Pages,

Exclude Pages •  Device / Browser – Mobile or Browser •  Application program interface (API) – Custom code

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Challenge Convert anonymous Xerox website visitors to known leads or move them further down the web/marketing

funnel to more engaged website actions.

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Research Engagement Pre-Sale

Website Funnel

Marketing Funnel

Scope •  Office Products Site

•  General office product traffic is about 500k anonymous visitors per month

•  US Website •  Anonymous visitors

•  Not targeting known visitors from Marketo

•  Limited custom code for RTP •  Test each type of RTP Campaign for a total of 6

•  Popup, Widget, In-Zone

•  Develop a process in order to scale the program after the pilot

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Team

Team was scaled down to help remove obstacles and streamline implementation. Core Team •  2 Agency Partners

•  Program / Project Management & Strategy – Mambo

•  Marketo RTP Implementation & Coding – Elixiter

•  Xerox •  Digital Marketing Manager

•  Marketo Program Manager

•  Product Marketing Manager

•  Sponsor

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Pilot Campaigns by Marketing Funnel

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Campaign Example – In-Zone Office SMB Page Banner replaced for SMB visitors to offer Printer Rebates Page

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Campaign Example – Pop Up Targeted Office Product Pages to offer the Request a Print Sample form for SMB visitors. •  Average: 71 clicks

per month. •  Tripled Form

Submissions •  16% close rate

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Campaign Example - Widget

Office Product Pages with Chat available would show a tab on the left side that opened to offer a chat session to SMB visitors. •  Widget Chat Campaign

increased chat sessions on product pages by 10%.

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Hurdles

-  System setup -  Drupal DIV IDS

-  Multiple Marketo Instances

-  Company Split -  Impacted resources and funding

-  Reporting -  Out of box reporting was very basic but not additional resources

-  Segment Limitations -  SMB RTP Segment was limited because small and medium business are using

IP addresses from internet providers.

-  Escalations -  Challenging to get responses quickly

-  Xerox Business Split -  Lost resources and funding to move to phase 2 and implement new campaigns

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Results Summary

•  Print Sample Form pop up box campaign tripled submissions with a

16% close rate. •  Widget Chat Campaign increased chat sessions on product pages by

10%. •  Mobile targeted campaign pop up was not successful •  Higher than average click thru rates for 4 campaigns 2-4%

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Key Learning's -  Experienced team members / partners

-  Accelerated implementation and targeted results

-  Research features upfront -  SMB Segment and Reporting were limited

-  Good escalation path -  To help solve questions and problems quickly

-  Narrow scope for initial pilot -  Started too broad which slowed the initial rollout

-  Test, Measure, Improve -> Iterate -  Agile Marketing approach to quickly get one piece up and running and build on it or

refine it.

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Resources

-  Marketo RTP White Paper -  https://www.marketo.com/definitive-guides/the-definitive-guide-to-web-personalization/

-  Marketo RTP Documentation -  http://docs.marketo.com/display/public/DOCS/Web+Personalization+-+RTP

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