boost conversions by infusing google remarketing with marketo real-time personalization

Marketo

Real-Time PersonalizationBoost Conversions by Infusing Google Remarketing with Marketo Real-Time Personalization

Mike Telem

VP Product Marketing,

Marketo

Mike Tomita

Sr. Web Marketing

Manager, Marketo

Dan Stone

Product Manager,

Google

Overview

Intro

Personalization

Ad Remarketing

The advantages of Personalized Remarketing

Internal Case Study: Marketo’s Success Story

Getting Started

Marketo Proprietary and Confidential | © Marketo, Inc.

Digital Marketing Budgets

5%

As spending and # touches grow, we’re all looking for better ROI

25% 44% 70%

of B2B companies

are “Fully Optimized”

of B2B companies will

increase display budgets

of the digital marketing

budget is on display

YoY Remarketing growth

because it delivers


Personalization

What is Personalization?The combination of:

Identifying a person’s attributes

(Intent, potential, behavior, profile

and/or firmographics)

Customizing their experience

by presenting them with relevant

content, calls-to-action or visuals


What is Real-time Personalization?


“Within the first 10 seconds of your visitor’s

website experience, you must explain what

you can do for them”

(Microsoft Research)

Speed

“82% of prospects value content targeted

to their specific industry”

(MarketingSherpa)

Relevancy

Personalizing your prospects experience while they are engaged and attentive

B2B Personalization Attributes

Organization Industry Revenue

Customer

Journey

Size Persona


Territory

B2C Personalization Attributes

Customer

Journey

Geo

Location

Price

Sensitivity

Customer

Profile

Buying

History

Product

Intent


Real-Time PersonalizationSegments 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

Organization Industry Marketing

automation

Location Digital

Behavior

Real-Time Personalization (Web)

Real-Time Personalization (Finance)

Retargeting - General (Advertising)

Retargeting – Personalized (Advertising)

Engagement

Average time on site up 103% for those who engaged with RTP

Personalized offer drives 20% click-thrus to relevant content

Personalization Results


Lead Generation

Identified over 70% of key targeted accounts with 33%

click-thrus from prospects from the financial services vertical

Revenue Generation

Fatal Hotel Group engaged visitors show 10X uplift in revenue

generating conversion rates

Personalized Fattal Club offer drives 3X more click-thru then

any other method

Remarketing

Prospect


Prospect Returns to your site

Your Site Prospect is

Tracked

Prospect

Leaves

Your Ad on

Other Sites

Google RemarketingShow ads to people who have visited your website

Remarketing is an “always on” tactic


Sources: Forrester, May 2010 Shopping Cart Abandonment,

Advertise.com “10 Ways Remarketing will Boost Your Product Sales”,

Google Analysis

One of the most powerful

tactics in a marketer’s toolkit

18% leave site

..are 3x more likely to convert

6% leave site


2% leave site


Visit home page

Visit product page

Add to cart

Checkout

Purchase


And drives huge performance gains

Targeted

Lists

Similar

Audiences

Conversion

Optimizer

40-70%

Lower CPAs

400%

Higher CTRs

Especially when used across

the entire customer lifecycle

Business Objective Example

1. Acquire New Customers

2. Improve Close Rates

3. Engage with Customers

Target Similar Audiences

for high value customers

Target conversion

funnel abandoners

Target users filing online

support requests

Retailer


Organization

Industry • Size • Revenue

Lead Profile

Firmographics

Use Analytics to gain unprecedented

precision in your Remarketing

Campaign • Source

Medium • Keywords

Origin

Age • Gender • Tech

Location • Interests

Demographics


Funnel Stage • CRM

Marketo • RTP

Behavior

Personalized Remarketing

Internal Study TakeawaysDon’t propose on the first date


It pays to bring people back…

Bounce rate

• 1st Visit: 50%

• 2nd-5th Visit: lower then 20%

Conversion Rate

• 1st Visit: 1-4%

• 2nd-5th Visit: 8-12%. Leads

are more qualified.

• Conversions increase by 2-3x

compared to the 1st visit

Personalized Retargeting Use Cases

Product interest

Buying history

Vertical / Market Segment

Targeted Named Accounts

Sales Cycle Stage / Score



Personalized Retargeting

Increase lead

conversions

Increase lead

quality

Lower cost per

conversion

Efficiently spend

budget on the

prospects/buyers

you care about

Marketo’s Success Story


Retargeting at Marketo

Retargeting key focus of the

marketing mix

• 10% of our online

marketing spend

Retarget to all customer

lifecycle stages

• 13% of our qualified

new business leads

A tool to support

• Upsell and cross-sell campaigns

• Event promotions

• Branding activities


Personalized Retargeting at Marketo

Identified key target markets

• B2B vs B2C

• SMB vs Enterprise

• Verticals: Education,

Finance, Healthcare

Defined these markets

as segments in RTP

Created remarketing lists

in Google based on RTP data

Created personalized AdWords

creative and remarketing campaigns


Define audiences in Marketo RTP


Define segmented audiences in Marketo RTP


Create Remarketing List in Google Analytics

Create AdWords Campaigns

Create AdWords Creative

Higher

Ed

B2B:

Enterprise

B2C:

Consumer

Marketing

Competitor

Customers

Lead MGMT for Enterprise

Generate New Customers.

Step-by-Step Guide to Nurture Leads

Marketo.com

Marketing For High Ed

Increase Enrollment & Engagement.

Download Free Report to Learn More.

Marketo.com/Higher-Education

Retargeting (General)

Retargeting – Personalized (Enterprise)

Results to Date

Targeting customers that are using competitor’s

sw drove 200+ leads200+

Personalized Enterprise remarketing ads

increased lead conversions by 150%150%

Personalized B2C remarketing ads drove

2X more lead conversions2x

yr./yr. increase in multi-touch opportunities133%

yr./yr. increase in qualified leads117%

Retargeting (incl personalized) drives 10X higher

conversion rate than display marketing10x


Marketo Proprietary and Confidential | © Marketo, Inc.Marketo Proprietary and Confidential | © Marketo, Inc.

What’s Next

Optimizing offers and ads for

current segments

Refining and expanding

target segments

Additional vertical segments

More utilization of known visitor

data for further personalization

• Lead score

• Product interest

• Current product edition

Getting Started

Getting Started

Setup RTP segments

Set up Remarketing Lists

Execute personalized

remarketing AdWords campaigns

Measure Personalized

Ad performance


Questions

Thank youPersonalized Retargeting

Contact: [email protected]

More Info: marketo.com/personalization

Follow us: @marketo

Think with Google: www.thinkwithgoogle.com/products/remarketing.html

Follow us: @googleanalytics