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Lead Gen with Web Personalization Filling your Marketing Funnel

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Lead Gen with Web Personalization Filling your Marketing Funnel David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo


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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


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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


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What’s the secret to anonymous lead generation?


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Thousands of potential prospects


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Thousands of potential prospects Different Audiences


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Thousands of potential prospects Different Audiences No more low Conversion Rates


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Thousands of potential prospects Different Audiences No more low Conversion Rates Enough Content


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Thousands of potential prospects Different Audiences No more low Conversion Rates Enough Content Predictive Technology


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1. Thousands of potential prospects


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What you do today? Ads Events Content Emails


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Prospects (Your Web Visitors) Picture this… Every month


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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.


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2. Different Audiences, you just don’t know who they are


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Different People, Different Audiences


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Your Anonymous Prospects


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3. Conversion rates don’t need to be so low


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Conversion Rates Visitors presented with personalized content convert 5X more than avg.


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4. You have enough content


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Content SMB On avg. 290 content assets discovered Enterprise On avg. 4,000 content assets discovered


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5. Predictive technology is here!


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Predictive Machine Learning Predictive Analytics


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What to do?


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What to do? Engage Them! Like you do on other channels Deliver the right message to the right person Educate Nurture Convert


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Buyer’s Journey


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How?


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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


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Use Cases


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B2B - Use Case Strategy Location Vertical Known Lead Demo Offers Case Studies Local Events Account-Based White Papers Behavioral Special Deals


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B2C - Use Case Strategy Location Device Known Buyer Special Offers App Download Delivery & Terms Behavioral Cart Abandonment


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Examples


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Location-Based Default View Personalized for US Visitors


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Location-Based Visitors presented with personalized content convert 5X more than avg. Local Live Events


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Vertical-Based Education Consumer Financial Services Life Sciences


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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%.


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Account-Based Marketing (ABM) Visitors from UPS Visitors from Barclays Increased opportunity stream from key accounts


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Behavioral


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Behavioral (honeymoon search & referral)


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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.


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Behavioral – Return visitor & specific page Default View Personalized based on behavior


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2016 Insights – Predictive is here


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Auto-discover your content Analyze and track behavior to discover assets


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Record actual content consumption Analyze performance for different audiences Learn what works best for who Machine Learning


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Automatic Content Discovery


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Identify similar web visitors Discover content connections Recommend most relevant content ADD THE REC BAR


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Content Recommendation Results


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Key Takeaways Thousands of potential prospects Different audiences No more low conversion rates You have enough content Predictive technology


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Thank you Lead Gen with Web Personalization Filling your funnel Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization


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