using real-time personalization to increase customer engagement

Marketo Proprietary and Confidential | © Marketo, Inc. 6/22/2015

Using Real-Time Personalization to Increase Customer Engagement

Renata Bell Lizzy Funk

Sr. Product Marketing Manager, Senior Marketing Specialist

@TheRenataFactor @lizzymfunk


74% Frustrated with impersonal web content


40% Buy more from retailers who personalize


10% Higher conversion rate from personalized email


Agenda

Personalization = Increased Engagement

Best Practices for Personalization

Ways to Personalize Across Channels

Examples of Personalization


The Quest of Every Marketer

YOUR CUSTOMERS


ENGAGEMENT MARKETING


BUY EVALUATE LEARN ENGAGE



RENEW GROW ROI USE



RENEW GROW ROI USE

ADVOCATE REFER SHARE TRUST


NAILING PERSONALIZATION


WAYS TO PERSONALIZE ACROSS CHANNELS

Where to Personalize

Website Social Email Mobile

How to Personalize

Behavioral vs. Demographic

Behavioral Segmentation

• What they’ve done

• Stage

• Engagement

• Activity

• Non-activity

Demographic Segmentation

• Who they are

• Age

• Location

• Gender

• Interests

• Birthday

Web Personalization

Campaign CTR

Content identified by RTP content rec engine

Implementation completed in days

Bazaarvoice Engages Targeted Prospects with the Most Relevant Content

“With Marketo Real-Time Personalization we can engage site

visitors with the most relevant content and personalized

messaging to help drive up-sell and cross-sell opportunities.”

– Greg Frame, Director of Internet Marketing

15-20%

180+

Email Personalization

• Dynamic content

• Tokens

• Nurture

Dynamic Content

Tokens

Nurture

Open rates Click-through rates Response rates

GFCU’s digital strategy builds lifetime relationships, drives member engagement, and increases wallet share

“Before Marketo, we knew who we wanted to target, but didn't know

how. Now we're able to nurture our members based on their interests

and behaviors. In addition, we are increasing member response rate,

which is contributing as much as 20% of loan applications through our

targeted pre-screen campaigns.”

– Wendy Bryant-Beswick, CMO

3x 10x 2x


Month Day, Year

Retargeting

An Internet User Visits Your Site Leaves Your Site

On Other Sites Your Ad Appears

Your Ad Piques Their Interest

Customer Visits Your Website

YOUR SITE

Retargeting

Retargeting Fails

Mobile Personalization

Visitors to blog each month

Emails sent in one year

User engagement

MyFitnessPal Leverages Marketo to

Engage 85 Million Users

“Marketo helped us address this significant challenge, gave us the

ability to scale and helps us leverage things like personalization,

analytics and segmentation to deliver the right content to the

right people at the right time.”

– Tara-Nicholle Nelson, Vice President of Marketing

9.5mm 1B 22%

Key Takeaways

• Personalized emails improve click through rates by 14% and conversion rates by 10%

• It’s all about the 1:1 conversation on the cadence and channels our customers prefer

• Segment your customers based on who they are and what they’ve done

• Create cross-channel personalized campaigns including social, mobile, email and website

@therenatafactor

@lizzymfunk

Questions?

Thank you!

using real-time personalization to increase customer engagement

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