This document discusses how web personalization is essential for marketing plans in 2017. It defines web personalization as personalizing a visitor's experience on a website in real-time based on their attributes like location, industry, or past behavior. The document provides examples of personalizing web content for different locations, industries, and known contacts. It recommends leveraging web personalization over A/B testing and combining rule-based and predictive personalization using artificial intelligence. It argues that web personalization should be a priority in 2017 because websites provide untapped engagement potential and the necessary technology now exists to personalize at scale.

1. Web Personalization
A Must for your 2017 Marketing Plans
David Myers
Sr. Product Manager, Marketo

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Housekeeping

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Agenda
• The Engagement Economy
• What is Web Personalization? How to use it?
• Examples and successes of how and when to use Web
Personalization
• Why Web Personalization is a must in 2017

4. ERIC JOHNSON
Chief Sales Officer, MARKETO
WELCOME!
Digital Transformation
has changed everything

5. Buyer
expectations have
CHANGED THE GAME.

6. The era of the
ENGAGEMENT ECONOMY

7. Winning means delivering
Personalized and Authentic
experiences at scale

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Potential Prospects on your Website

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Potential Prospects everyday on your
Website

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People are different

11. What is Web Personalization?

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Web PersonalizationSpeed
“Within the first 10 seconds of your visitor’s website experience, you
must explain what you can do for them”
Source: Microsoft Research

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Relevancy
“82% of prospects value content
targeted to their specific industry”
Source: MarketingSherpa

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“Personalizing your prospects
experience at scale while they are
engaged and attentive in real-time”
Web Personalization

15. What’s the main reason you are not utilizing Web Personalization?
• Not enough bandwidth & resources
• Looking for the right technology
• Don’t have enough content and data
• Already doing it, looking to learn more
Poll Question

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Web Personalization
Convert those you don’t know
(ANONYMOUS)
Engage those you do know
(KNOWN)

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Main Motivations for Web Personalization
 Top Funnel Conversion Optimization
 Accelerating Nurturing
 Account-Based Marketing
 Advertising Budget Optimization

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Most Recent Success Story
1. Goal:
• Turn Anonymous to Known
• Convert the Known to Customers
2. Using Marketo Lead Management + Web Personalization
• 30% increase in conversions
• 2x faster nurturing from anonymous to customer

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Web Personalization Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals

20. How to use Web Personalization?

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3 W’s to Web Personalization
Who
Organization
Named Account List
+
Role, Location, Behavior
What
Content
Case Studies
Videos
White paper
Where
Website
Ads

22. Web Campaigns
Target Segments
Goal:
Engagement
Finance
Bank of America
OR Wells Fargo
Case Study
Healthcare
Top Hospital
Customer
Testimonial
Ongoing Web Campaigns
Target Segments
Goal:
Registration
Enterprise
Global Trends
Webinar
U.S. Customers
Annual
Conference
Registration
Point-in-Time Web Campaigns

23. Web Nurturing
Target Segments Awareness Interest Decision
Finance
State of the
Economy
Infographic
Bank of America
OR Wells Fargo
Case Study
Advanced Solutions
User Group
Healthcare
Company Intro for
Healthcare
Intro Video
Top Hospital
Customer
Testimonial
Annual Executive
Summit
Conference
Buyer Journey Web Campaigns

24. Web Personalization Examples

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Location

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Location (Houston)

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Location (Seattle)

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Location - Tricentis

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Location - Tricentis

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Location - Tricentis

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Vertical - Sharp

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Vertical - Sharp

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Vertical - Commvault

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Vertical - Commvault

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Vertical - Commvault
Default website Healthcare Visitors

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ABM - Amdocs

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ABM - Amdocs

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ABM - Amdocs
Default website Top 50 Telecom Operators

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Known Data - CA Technologies

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Known Data

41. Web Personalization in 2017

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Web Personalization in 2017
1. Don’t ignore your Web potential

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Web Personalization in 2017
2. Web Personalization over A/B Testing

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Web Personalization in 2017
3. Combine Rule Based & Predictive
Personalization (AI)

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Web Personalization in 2017
4. Leverage Web Data into other channels

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Web Personalization in 2017
5. Web Personalization for Key Accounts
(ABM)

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Web Personalization in 2017
1. Don’t ignore your web potential
2. Web Personalization over A/B Testing
3. Rule Based & Predictive Personalization (AI)
4. Leverage Web Data to other channels
5. Web Personalization for Key Accounts (ABM)

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Summary
Web Personalization in 2017 is a must because:
• Your website is your most untapped potential
• You have enough data and resources
• The technology exists
• Higher engagement rates, conversions and revenue

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Getting Started is Easy
Any CMS, Zero IT
Real-Time Campaigns in Seconds
Leverage Existing Data and Content

50. Thank you.
Web Personalization
A Must for your 2017 Marketing Plans