Success with Personalized Ad Retargeting: How Sisense Increased Conversions by 13x

Success with Personalized Ad RetargetingHow Sisense increased conversions by 13x

David MyersProduct ManagerMarketo

Ilan HertzHead of Lead GenerationSisense

Marketo Proprietary and Confidential | © Marketo, Inc. 05/03/2023

Agenda• Real-Time Personalization

• Ad Retargeting

• Advantages of Personalized Ad Retargeting

• Customer Success Story: Sisense

• Getting Started

90%say retargeting performs better than search, email and other ad displays.

Ad Budget Trends

24%are spending more than 50% of Ad budget on retargeting

44%of B2B companies will increase display budgets


PersonalizationIdentifies a person’s attributes Intent, potential, behavior, profile and/or firmographics

Customizes their experience Presents them with relevant content, offers or visuals


B2B Attributes

Organization Industry Revenue

Customer Journey

Size Persona Territory


B2C Attributes

Customer Journey

GeoLocation

Price Sensitivity

CustomerProfile

Buying History

Product Intent


Real-Time Personalization

Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context,

even if they are anonymous

Organization Industry Database Location DigitalBehavior

Ad Retargeting


Ad RetargetingShows ads to people who have visited your website

Prospect

Prospect Returns to your site

Your Site Prospect isTracked

ProspectLeaves

Your Ad onOther Sites


With Ad Retargeting…1. Acquire new customers2. Improve close rates3. Engage existing customers

Higher Engagements: 400% higher CTRs

Lower Costs: 40-70% lower CPAs

Personalized Ad Retargeting


Don’t propose on the first date


Bring the Right People Back

Organization

Database

Location DigitalBehavior

Industry

Bounce rate1st Visit: 50%2nd-5th Visit: lower then 20%

Conversion Rate1st Visit: 1-4%2nd-5th Visit: 8-12% of Leads are more qualified

Conversion increase by 2-3x compared to the 1st visit

Source: Internal Study


Enriching the Data

Database


Adding Firmographic visitor data to retargeting lists:

Account-BasedIndustry Size Revenue


Enriching the DataOrganization

Database


Role

Adding Known visitor data to retargeting lists:

ScoreJob Title


Personalized Retargeting Use Cases

Organization

Database


Industry

Product interest

Buying history

Vertical / Market Segment

Targeted Named Accounts (ABM)

Sales Cycle Stage / Score


Retargeting (General)


Retargeting Personalized

The Sisense Story


About Sisense


About Ilan Hertz

• Over 10 years experience in online marketing experience

• Various marketing positions at high-tech start up companies• SysAid

• Blazemeter

• Sisense

• Currently - Head of Lead Generation at Sisense


Sisense Retargeting Before RTP

• Used basic Google Analytics segments• Visitors older than 14 days

• Visitors who didn’t convert

• Goal: Lead Gen (not opportunities)

• Messaging was the same to all segments CPC = $2.03

Conv. Rate = 1.1%

Cost/Conv = $184


About Sisense

Lead created Lead opened to SDR

Demo scheduled –

Lead converted to

MQL

Demo attended –

Lead converted to

Opp.

Sisense marketing team goal is to bring opportunities (not leads). Nurturing and remarketing are a critical part of our marketing efforts.


Gap Between Platforms

Ad Platform(Google

Adwords)

CRM (Salesforce)

Marketing Automation (Marketo)

Information is moving in one direction


Ad Platform(Google

Adwords)

Bridging the Gap

CRM (Salesforce)

Marketo MA + Web

Retargeting

Marketing Automation feeds the ad platform


Web Personalization Implementation

Align your nurturing track messaging with your retargeting campaigns

Anonymous Visitor

Why BI?

Branding

New Lead

Why Sisense?

Branding

MQL/Opp

Sisense vs. alternatives

The cost of BI

Use Cases

Long Term Nurturing

Educational

Soft push

Branding


Ad Campaign ExamplesAnonymous

VisitorNew Lead MQL/Opp Long Term

Nurturing

Results


Cost Per Click (CPC)

+127%


Conversions

+1,207%


Cost Per Conversions

• Text

-91%


Cost Per Conversions

• Text


Overall Results• Conversion rate goals boosted by 13x• Leads in the early stage of the nurturing funnel show a

conversion rate as high as 40% • Cost per conversion decreased 10x


Ad Platform(Google

Adwords)

CRM (Salesforce)

Marketo MA + Web

Retargeting

What’s Next?

Sisense - Marketo Connector Coming Soon!


Getting Started1. Enable Retargeting in Marketo Web Personalization

2. Create Customized Audiences based on Web Segments

3. Run retargeting Campaigns in Google + Facebook


Summary

Increase Lead Conversions

Increase Lead Quality

Lower Cost per Conversion

Efficiently spend budget on the

prospects/buyers you care about

Thank you

Success with Personalized Ad Retargeting

David MyersProduct ManagerMarketo

Ilan HertzHead of Lead GenerationSisense

Success with Personalized Ad Retargeting: How Sisense Increased Conversions by 13x

Business

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