Creating a Personalized Experience for Anonymous Leads with Marketo

BY: Lindsay Khan

PUBLISHED: 2/12/2015

Companies are learning pretty quickly that they need to bring a personalized experience to those who visit their website. With Marketo’s acquisition of Insightera, and the launch of Marketo Real Time Personalization, the topic was very timely and a major discussion point at last year’s Marketo Summit.

Why Personalization Matters 

In a 2013 study conducted by Janrain, “nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.” People want to be presented with information and products that are relevant to them. When someone has filled out a form on your website or made a purchase, you’ve already started collecting information about them that can be used to create a personalized experience for them upon future visits.

What About Anonymous Leads?

But what about the people who are first-timers to your website? How can you present them with relevant information? How can you make the experience personalized for someone you have no information about? How are you going to get them to convert? According to Marketo, roughly 98% of the people who visit most websites are anonymous leads. This isn’t the case for every website out there, but is a reality for many. In the  Marketo Summit session on “Personalization 101” with Mike Telem, Vice President of Real Time Personalization at Marketo, he discussed how providing anonymous leads with relevant information allows you to:

  • Improve click through rates
  • Increase content consumption
  • Boost the number of people that convert to leads


Marketo Real Time Personalization

Solutions like Marketo Real Time Personalization (RTP) allow you to display dynamic content that has been created specifically for anonymous leads that meet certain criteria. This is done through inferred data from a lead’s IP address. Some of the inferred data you may be able to access include:

  • Company name
  • Location
  • Industry
  • Company size
  • Device used during visit

This information is incredibly useful and can be combined with the details about a lead you acquire from their own input. You can create segments based on combinations of this data,  so when a lead’s IP address matches a particular segment the images, content, offers and ads that get displayed to the lead are the ones that you’ve indicated are relevant.

If someone is viewing your site on a mobile device, you can display the mobile version. If you have events taking place in a certain country or region, display the event ads to visitors from those areas. When a person has visited three or more of your webinar pages, show them an ad to register for an upcoming webinar. Each of these examples are small ways to create a more personalized and relevant experience for anonymous visitors to your website.This is just the tip of the iceberg when it comes to personalizing your internet presence for anonymous leads and the offerings from Marketo RTP. Were you aware that you could still create a personalized experience for anonymous leads? We invite you share the steps you’ve taken to create personalized experiences for your website visitors by sharing your story in the comment section below.