Telem
VP Product Marketing, Marketo
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Lead Gen with Web Personalization Filling your Marketing Funnel презентация
Содержание
- 1. Lead Gen with Web Personalization Filling your Marketing Funnel
- 2. Overview Top 5 secrets of anonymous lead
- 3. 71% of B2B marketing say it’s their
- 4. What’s the secret to anonymous lead generation?
- 5. Thousands of potential prospects
- 6. Thousands of potential prospects Different Audiences
- 7. Thousands of potential prospects Different Audiences No more low Conversion Rates
- 8. Thousands of potential prospects Different Audiences No more low Conversion Rates Enough Content
- 9. Thousands of potential prospects Different Audiences No more low Conversion Rates Enough Content Predictive Technology
- 10. 1. Thousands of potential prospects
- 11. What you do today? Ads Events Content Emails
- 12. Prospects (Your Web Visitors) Picture this… Every month
- 13. Your Anonymous Visitors 98% of your prospects
- 14. 2. Different Audiences, you just don’t know who they are
- 15. Different People, Different Audiences
- 16. Your Anonymous Prospects
- 17. 3. Conversion rates don’t need to be so low
- 18. Conversion Rates Visitors presented with personalized content convert 5X more than avg.
- 19. 4. You have enough content
- 20. Content SMB On avg. 290 content assets discovered Enterprise On avg. 4,000 content assets discovered
- 21. 5. Predictive technology is here!
- 22. Predictive Machine Learning Predictive Analytics
- 23. What to do?
- 24. What to do? Engage Them! Like
- 25. Buyer’s Journey
- 26. How?
- 27. Real-Time Personalization “Within the first 10
- 28. Use Cases
- 29. B2B - Use Case Strategy Location
- 30. B2C - Use Case Strategy Location Device
- 31. Examples
- 32. Location-Based Default View Personalized for US Visitors
- 33. Location-Based Visitors presented with personalized content convert
- 34. Vertical-Based Education
- 35. Vertical-Based Default View Personalized for Visitors
- 36. Account-Based Marketing (ABM) Visitors from UPS Visitors from Barclays Increased opportunity stream from key accounts
- 37. Behavioral
- 38. Behavioral (honeymoon search & referral)
- 39. Behavioral (honeymoon search & referral) Over 17%
- 40. Behavioral – Return visitor & specific page Default View Personalized based on behavior
- 41. 2016 Insights – Predictive is here
- 42. Auto-discover your content Analyze and track behavior to discover assets
- 43. Record actual content consumption Analyze performance for
- 44. Automatic Content Discovery
- 45. Identify similar web visitors Discover content connections
- 46. Content Recommendation Results
- 47. Key Takeaways Thousands of potential prospects Different
- 48. Thank you Lead Gen with Web
Overview Top 5 secrets of anonymous lead generation How to use personalization to convert anonymous to known Top 5 use cases for web lead generation How leading marketers convert with web
Слайд 1Lead Gen with Web Personalization
Filling your Marketing Funnel
David Myers
Product Manager, Marketo
Mike
Слайд 2Overview
Top 5 secrets of anonymous lead generation
How to use personalization to
convert anonymous to known
Top 5 use cases for web lead generation
How leading marketers convert with web personalization
Top 5 use cases for web lead generation
How leading marketers convert with web personalization
Слайд 371%
of B2B marketing say it’s their top goal
60%
B2B marketers say generating
more leads is their biggest challenge
45%
of marketers want to increase lead quantity as their most important objective
Source: b2bcontent marketing trends, Emarketer, Ascend2 & NetProspex
Слайд 8Thousands of potential prospects
Different Audiences
No more low Conversion Rates
Enough Content
Слайд 9Thousands of potential prospects
Different Audiences
No more low Conversion Rates
Enough Content
Predictive Technology
Слайд 13Your Anonymous Visitors
98% of your prospects are anonymous
B2B 35,000 avg. monthly
unique / 33,614 are anonymous
B2C 160,000 avg. monthly unique / 156,800 are anonymous
83% of B2B buyers say company websites are the most popular channel for their online research.
B2C 160,000 avg. monthly unique / 156,800 are anonymous
83% of B2B buyers say company websites are the most popular channel for their online research.
Слайд 20Content
SMB
On avg. 290 content assets discovered
Enterprise
On avg. 4,000 content assets discovered
Слайд 24What to do?
Engage Them!
Like you do on other channels
Deliver the
right message to the right person
Educate
Nurture
Convert
Educate
Nurture
Convert
Слайд 27Real-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
Слайд 29B2B - Use Case Strategy
Location
Vertical
Known Lead
Demo Offers
Case Studies
Local Events
Account-Based
White Papers
Behavioral
Special Deals
Слайд 30B2C - Use Case Strategy
Location
Device
Known Buyer
Special Offers
App Download
Delivery & Terms
Behavioral
Cart Abandonment
Слайд 33Location-Based
Visitors presented with personalized content convert 5X more than avg.
Local Live
Events
Слайд 35Vertical-Based
Default View
Personalized for Visitors from the
Healthcare Industry
Higher engagement, with average
visit duration rising 313% and average pages per visit increasing 163%.
Слайд 36Account-Based Marketing (ABM)
Visitors from UPS
Visitors from Barclays
Increased opportunity stream from key
accounts
Слайд 39Behavioral (honeymoon search & referral)
Over 17% avg. CTR on behavioral campaigns.
Over
17% avg. CTR on behavioral campaigns.
Over 17% avg. CTR on behavioral campaigns.
Слайд 43Record actual content consumption
Analyze performance for different audiences
Learn what works best
for who
Machine Learning
Слайд 45Identify similar web visitors
Discover content connections
Recommend most relevant content
ADD THE REC
BAR
Слайд 47Key Takeaways
Thousands of potential prospects
Different audiences
No more low conversion rates
You have
enough content
Predictive technology
Predictive technology
Слайд 48Thank you
Lead Gen with Web Personalization
Filling your funnel
Contact us: mtelem@marketo.com /
dmyers@marketo.com
For more info: www.marketo.com/personalization
For more info: www.marketo.com/personalization
