January 10, 2013

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Employing marketing automation is a no-brainer for today’s B2B marketer. It disperses fuzzy marketing metrics and offers a magnifying glass amplifying how your marketing spend translates into real revenue. The benefits are invaluable to a modern marketer, now it’s time to focus on the rest of the funnel. Check out this video to see how one marketer did just that.

Personalization allows you to engage top funnel prospects while they are on your site and attentive. Based on your visitors’ industry, location and digital body language you can segment and present content perfectly suited to their profile. Display the right case study to prospects from the insurance sector or present a targeted video on your Products page to companies of a specific size. The possibilities are endless. Regardless, you will support their decision process and advance them in the sales cycle to generate more qualified leads.

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The best part about personalizing with Insightera is that the integration with your existing marketing software is effortless. For example, as a Marketo LaunchPoint Partner,Insightera offers Marketo users the added benefit of integrating their existing campaign logic seamlessly for a cohesive marketing funnel. See what else Marketo users can do:

Personalize Landing Pages

Insightera can be used not only for your website, but also to further optimize your Marketo created landing pages with personalization. Instead of creating endless variations of landing pages, you can personalize integral elements for higher conversion. Personalization doesn’t mean reinventing the wheel, it simply puts the right wheel in the right direction.

Reuse Existing Content and Logic

Marketo users generate more qualified leads by reusing existing calls to action and email campaign content in their personalization pursuit of top funnel prospects whom are usually unadressable. Simply segment and target your prospects using the same profile and behavior as in your smart lists. This allows marketers to measure campaign conversion through the full life cycle: top funnel, mid funnel and all the way through sales force.

Accelerate The Process

Enrich your current campaigns with top funnel data by comprehending your anonymous prospects’ industry, digital body language and location to use in conjunction with Interesting Moments. Also use Marketo scoring to target. For example, when your lead shows interest in your product by sharing the good news within his organization, you will know when they are visiting your website. Your engagement can be customized even if these visitors are unknown. There’s a score and an opportunity level, now you can leverage Marketo in the best way, using your existing campaign logic and implementing it with your anonymous prospects.

You’ve already strategized and your messages is prepared, with B2B personalization you are just adapting your existing campaigns to the onsite sphere. Give personalization a test run and reach your top funnel prospects today.

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