Change the Face of B2C Marketing with Personalization
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Change the Face of B2C Marketing with Personalization! David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo
Transcript of Change the Face of B2C Marketing with Personalization
Change the Face of B2C Marketing with Personalization!
David MyersProduct Manager, Marketo
Mike Telem VP Product Marketing, Marketo
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023
Overview
• Marketing and the evolution of personalization• The buyer’s journey and considered purchases• What is personalization?• Leveraging deeper customer insights and data• Channel Personalization and Web examples
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Marketing Transformation
FROM TO
Via mass advertising As individuals
Based on who they are Based on what they do
Using point in time campaigns Continuous conversations
Across few / isolated channels Wherever they are
With unclear objectives Always directed towards a goal
Interacting with People
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Engage People:
We call this
Engagement Marketing
• As individuals
• Based on what they do
• Continuously over time
• Wherever they are
• Always directed towards a goal
• With measurable impact
• At the speed of digital
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What Consumers Say
74%Consumers frustrated with
irrelevant offers, ads, promotions
40%Buy more from retailers who
personalize
Source: Janrain & Harris Interactive, MyBuys
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Evolution of Personalization
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Evolution of B2C Personalization
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Need CarAsk
FriendsVisit
ShowroomBuying
DecisionBuyCar
Buyer Journey 2.0
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What is Personalization?The combination of:
Identifying a person’s attributes
Intent, potential, behavior, profile and buying history
Customizing their experience
by presenting them with relevant content, calls-to-action or visuals
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Considered Purchase
The Buyer
• Higher value purchase
• Additional research & longer decision
The Seller
• More data and insights into buyer
• More touch points with longer cycle
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Types of Data
Customer Journey
Stage in cycle, nurturing score
Online Behavior
Search terms, referral pages, products viewed
Buyer Profile
Demographics, interests, geo-location, device
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Buyer Journey
Geo-Location
Price Sensitivity
Buyer Profile
Buying History
Product Intent
Personalization Attributes
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Top Use Cases
Location Device Known Buyer
Special OffersApp DownloadDelivery & Terms
Behavioral
Cart Abandonment
Nurturing across channels
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Where to Personalize
Website Email Ads Mobile
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Web Personalization
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Ads Retargeting
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Mobile
Web Personalization Examples
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Location-BasedCanadian Visitors Australian Visitors
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Behavioral
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Behavioral (honeymoon search & referral)
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Behavioral (honeymoon search & referral)
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Known Buyer
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Key Takeaways
• Listen and Respond to buyers
• Personalization the key for considered purchases
• Leverage deeper customer insights and data
• Nurture & engage each step of the cycle across channels
Thank you
Change the Face of B2C Marketing with Personalization!
www.marketo.com/personalization
