Using a powerful product like Marketo real-time personalization helps Marketers capitalize on their marketing spend. Leveraging Account Based Marketing strategy and integrating with Ads/analytics systems helps build a complete closed loop digital marketing.

1. Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 1/30/15© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Real-Time Personalization Playbook
Feb, 2015

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Goals

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Goals
● Increase lead conversions
● Amplify engagement through the web channel
● Optimize spend on paid channel
● Surface meaningful B2B metrics
● Apply Account-Based Marketing (ABM) strategy

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The recipe
● Measure your web, referrals and ads engagement
adding more qualitatives breakdown such as
verticals, geo, product, conversions
● Measure your content by CTR, level of
engagement and conversion
● Map highly engaging content to key accounts (as
part of your ABM strategy)
● Connect your ads, web and email channels by
using cross channel metrics based on
firmographics, behavior, score and goals
● Setup your Marketing automation to surface
these metrics and auto-engage based on them.

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Web Engagement - Use Cases

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Use Cases
● Targeting Industry/Vertical visitors with relevant
case-studies, blogs and white papers
● Promote webinars based on product interest and
stage in the customer journey and sales cycle
● Geo-targeting promoting relevant events and trade
shows
● Behavioral targeting using search terms, referrals,
number of visits etc... (competitive, product,
pricing)

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Industry / Vertical Targeting

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Geo-Targeting

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Behavioral Targeting

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Campaign Editor (In Zone)

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Campaign Preview - Default Site

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Campaign Preview - Personalized Site

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Advanced Use Cases
● Targeting Named Accounts - Account-Based Marketing
○ Existing vs New
○ SMB / Enterprise
○ B2C / B2B
● Persona-based targeting
○ Using lead score, historical behavior or any custom
field

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Account-Based Marketing

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Known Lead Data Segment

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ABM Example (For other MAP users)
marketo.com/software
Regular website Personalized content for visitors using other
Marketing Automation technologies

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Account-Based Marketing

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What’s ABM?
• A key account approach to business marketing in
which an organization considers and communicates
with individual prospect or customer accounts as
markets of one.
http://en.wikipedia.org/wiki/Account-based_marketing

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Why?
• Focused approach that delivers a dramatic increase in
long-term account value
• Expanding business within existing customer accounts
• Replicating / Targeting new named accounts similar to
existing high yield accounts

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Goals
• Increase account relevance
• Engage earlier and higher with deals
• Align marketing activity with account strategies
• Inspire customers with compelling content

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A Full Funnel Strategy
• Ads (reaching out to named accounts using IP blocks)
• Website targeting
• Retargeting (Google / Facebook)
• Email
• Mobile

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The Typical Funnel
• Thousands of visitors every month
• 50% - 70% are New
• 98% are Anonymous
Awareness
Interest
Desire
Action

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ABM as a framework
• A framework for implementing ABM
• Managing named account lists (existing, new)
• Resolve associated IP lookup blocks / cookies
• Mapping relevant content
• Engaging across multiple channels
• Measuring and optimizing
Your named accounts Your
content

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Account-Based Marketing (ABM)

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Account-Based Marketing (ABM)

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Web Custom Audience & Remarketing

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Higher
Ed
B2B:
Enterprise
B2C:
Consumer
Marketing
Competitor
Customers
Lead MGMT for Enterprise
Generate New Customers.
Step-by-Step Guide to Nurture Leads
Marketo.com
Marketing For High Ed
Increase Enrollment & Engagement.
Download Free Report to Learn More.
Marketo.com/Higher-Education
Create Segmented Adwords Creatives

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Remarketing (Generic)

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Personalized Remarketing (Enterprise)

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Facebook - Web Custom Audience

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RTP – Facebook Remarketing

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RTP – Facebook Remarketing setup

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Creating Segmented Remarketing

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Mapping Custom Audiences

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Facebook Audiences Powered by RTP Data

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Facebook – Create Audiences

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Facebook Audiences - Creative and Ads

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Google Remarketing

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Creating Segmented Remarketing

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FB / GA Custom Audience setup

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Marketo Proprietary and Confidential | © Marketo, Inc.
Create Remarketing Lists in Google Analytics

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Create Adwords Campaigns

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Content Recommendation Engine
Engaging powered by machine learning

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What’s CRE?
• Using machine learning for recommending content
• Continuously optimizing itself using profile and
behavioral data
• Used as recommended content on websites and blogs

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Why?
• Marketers creates tons of blog-posts, videos, case-
studies and whitepapers
• They want to target using multiple dimensions
verticals, behaviors, stage in the sale-cycle
• It’s an N dimensional problem

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Goals
• Increase content consumption to increase awareness
• Engage with higher relevancy to drive conversion
• Learn about your content’s performance and reuse it
on other channels
• Having a scalable, automatic, hands-free module to
power website personalization

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Content Discovery and Analytics
• Auto-discover and map website Content
• Augmenting firmographics data to visitors

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Next generation recommendation engine

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More Recommendable Elements

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As page element

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Analytics
Measure, optimize, engage

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Google Analytics
B2B Dashboard

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Easy Setup

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B2B Analytics - simply import RTP template!
Dashboard – Organizations, Industry, Segment, Account-Based

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Measurable behavioral engagement metrics
3X in duration

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Behavioral Flow Analysis
Identify bounce points
Surface interest path
Identify hot pages

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Thank you!
Mickey Alon