1. Real-Time Personalization Workshop
David Myers
Product Manager, Marketo
July, 2015

2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 7/30/2015
Overview
• Planning your RTP Personalization Campaigns
• Optimizing your Campaigns
• Predictive Content Recommendations
• Latest Product Release

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Marketo RTP
Web EngagementsB2B Analytics
Personalized Ads Predictive Content
Recommendations
Account-Based Marketing

4. Planning
• Use Cases
• 3 W’s
• Campaign Matrix

5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 7/30/2015
Planning - Use Cases
Location Vertical Known Lead
Demo OffersCase StudiesLocal Events
Account-Based
White Papers
Behavioral
Special Deals

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Planning – 3 W’s
Who
Organization / Vertical
Product interest
Location
Behavior / Stage
What
Content
Case Studies
Videos
Where
Website
Mobile
Advertising

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Planning – Campaign Matrix
Target Segments
Anonymous
1st-2nd visit
Anonymous
3rd-5th Visit
Known Lead Score > 75
HealthCare
Company Intro for
Healthcare Specialists
Intro Video
1. Public Hospital
2. Private Hospital
Testimonial
How Video Boosts
Health Services by 45%
White Paper
Annual Executive
Healthcare Summit
Conference
• Vertical

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Planning – Campaign Matrix
• Personas
Target Segments
Anonymous
1st-2nd visit
Anonymous
3rd-5th Visit
Known Lead Score > 75
CEO / Decision Maker
State of the Video
Conferencing
Infographic
1. Top Customer A
2. Top Customer B
Case Study
Making the right Video
Conf. decisions
Data Sheet
Why our solutions
trump the others
Comp. Comparison

9. Campaign Creation
• A/B Testing
• Mobile
• Collision Control (Priority Score)

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 7/30/2015
A/B Testing and Auto-Tune
• Optimize site content and landing pages by A/B
testing different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the
most effective CTA or content

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A/B Testing and Auto-Tune

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Mobile Campaigns

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Collision Control (Priority Score)

14. Predictive Content Recommendations
• Recommendation Bar
• Rich Media Recommendations

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Predictive Content Recommendation Engine
1. Auto-Discovers and maps all of your content assets
2. Learns which content works best and for who
3. Recommends relevant content to web visitors & leads
Increases content consumption and onsite engagement

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Content Recommendations – Bar

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Content Recommendations – Bar

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Content Recommendations – Rich Media
Predictive Content
Recommendation
Engine

19. Latest Releases
• Summary Report
• User Role Permissions

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Summary Report

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User Permissions

22. Resources

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Resources
• Docs.marketo.com

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Resources
• Discussions / Ideas - community.marketo.com

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Resources
• Webinars / Resources - Marketo.com/targeting-and-personalization/

26. Thank you.
David Myers
Product Manager, Marketo
July, 2015