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Lead Gen with Web Personalization Filling your Marketing Funnel David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
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 personalization
71% 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
What’s the secret to anonymous lead generation?
Thousands of potential prospects
Thousands of potential prospects Different Audiences
Thousands of potential prospects Different Audiences No more low Conversion Rates
Thousands of potential prospects Different Audiences No more low Conversion Rates Enough Content
Thousands of potential prospects Different Audiences No more low Conversion Rates Enough Content Predictive Technology
1. Thousands of potential prospects
What you do today? Ads Events Content Emails
Prospects (Your Web Visitors) Picture this… Every month
Your 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.
2. Different Audiences, you just don’t know who they are
Different People, Different Audiences
Your Anonymous Prospects
3. Conversion rates don’t need to be so low
Conversion Rates Visitors presented with personalized content convert 5X more than avg.
4. You have enough content
Content SMB On avg. 290 content assets discovered Enterprise On avg. 4,000 content assets discovered
5. Predictive technology is here!
Predictive Machine Learning Predictive Analytics
What to do?
What to do? Engage Them! Like you do on other channels Deliver the right message to the right person Educate Nurture Convert
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 - Use Case Strategy Location Vertical Known Lead Demo Offers Case Studies Local Events Account-Based White Papers Behavioral Special Deals
B2C - Use Case Strategy Location Device Known Buyer Special Offers App Download Delivery & Terms Behavioral Cart Abandonment
Location-Based Default View Personalized for US Visitors
Location-Based Visitors presented with personalized content convert 5X more than avg. Local Live Events
Vertical-Based Education Consumer Financial Services Life Sciences
Vertical-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%.
Account-Based Marketing (ABM) Visitors from UPS Visitors from Barclays Increased opportunity stream from key accounts
Behavioral (honeymoon search & referral)
Behavioral (honeymoon search & referral) Over 17% avg. CTR on behavioral campaigns. Over 17% avg. CTR on behavioral campaigns. Over 17% avg. CTR on behavioral campaigns.
Behavioral – Return visitor & specific page Default View Personalized based on behavior
2016 Insights – Predictive is here
Auto-discover your content Analyze and track behavior to discover assets
Record actual content consumption Analyze performance for different audiences Learn what works best for who Machine Learning
Automatic Content Discovery
Identify similar web visitors Discover content connections Recommend most relevant content ADD THE REC BAR
Content Recommendation Results
Key Takeaways Thousands of potential prospects Different audiences No more low conversion rates You have enough content Predictive technology
Thank you Lead Gen with Web Personalization Filling your funnel Contact us: firstname.lastname@example.org / email@example.com For more info: www.marketo.com/personalization