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Marketo Real-Time Personalization (RTP) is a real-time interaction management option based on technology acquired with Insightera in December 2013 by Marketo.In a nutshell: Robust Functionality + Insufficient Documentation + No Training Materials = Underutilized Tools & (Very) Frustrated UsersWe leverage Marketo's Real-Time Personalization (RTP) module to deliver personalized content to our website visitors based on targeting criteria that we set (i.e. known vs. unknown visitor, on-site activity, etc.).,RTP empowers organizations to create personalized experiences for website visitors at scale to increase engagement, conversions, etc. Out-of-the-box RTP campaign templates allow for quick setup & launch Ability to save custom campaign templates makes this a scalable solution for advanced marketing teams,Lack of training materials, support (even at the premier level), internal expertise (a majority of those I've spoken to with Marketo aren't very knowledgeable about RTP functionality, use cases, etc.), and basic documentation As with a majority of Marketo's modules, the robust functionality tends to overwhelm even the most experienced marketers. In a nutshell: Robust Functionality + Insufficient Documentation + No Training = Underutilized Tools & (Very) Frustrated Customers,6,Higher website visitor engagement metrics (i.e. increased time spent on site, higher # of pages per session),HubSpot,HubSpot, Marketo, Salesforce App CloudWebsite Personalization Made EasyMarketo Real Time Personalization is being used by our marketing department to create easily (read quickly) launched campaigns on our website to target individuals who fit into certain categories. Our website is visited by several type of users; Marketo users looking for information, prospects looking for Marketo services and training, and local students/job prospects. By using Marketo Real-Time Personalization's reverse IP lookup we are able to categorize these different users based on their behaviors on our website. From there, we can target them with specific messaging to encourage them to take the specific action we desire from them. This allows our marketing team to increase conversions in each of these areas, by using targeted specific messaging.,Segment website users into qualifying groups. Target segmented groups based on multiple aspects. Campaign generation through their UI. Measurement of campaign success. AB testing of campaigns.,Additional features could be added to the Rich Text Editor in the campaign builder to make it more user friendly. Segmenting users based on behaviors or demographic info that is not available out of the box. Integrating with GA or SiteCatalyst provides a lot of insight into the segments that could be made readily available inside the RTP UX.,9,Marketo Real-Time Personalization has increased conversions on individual assets. Marketo Real-Time Personalization has increased conversions on specific goals through campaigns. Marketo Real-Time Personalization takes time to setup and idea-ate on for our marketing team.,,Marketo, Marketo ABM, Square POS, Function Point Productivity Software, LeanKit, Centrify Identity ServiceMarketo Real-Time Personalization: How Personalized Do You Want to Get?Marketo Real-Time Personalization is primarily used in the marketing organization at BetterWorks. It helps us personalize the website experience for our target accounts; analyze the target accounts' activity on our site; figure out what content resonates the best with different personas, and A/B test marketing messages. We have the recommendation bar on our website and blog, a bunch of geo-targeted campaigns for promoting events, industry targeted campaigns on the homepage and various short term promotions.,Named account targeting. There is a whole module dedicated to Named Accounts with some neat analytics, such as figuring out where they are in the buying cycle. Segmentation of website visitors. You can specify any audience you'd like, based on any characteristic or Marketo field you have. Seamless integration. When the visitors are on your site they are not aware that they are being targeted - the experience they have is truly seamless.,Analytics needs improvement. There is no way to look at the data for multiple months/quarters at a time. Target URLs functionality is a bit wonky. Would love more helpful tips on how to use it. Needs better integration with different advertising platforms for retargeting.,9,More leads. Customized content has generated more form fill outs from the target website visitors. Personalization of the website - more unique experience and feel of our brand for different website visitors. Named account analytics - we can now track how we are doing against the goal of increasing awareness of our products among our named accounts.,Optimizely and Demandbase,Reachforce, LeanData Lead2Account Matching Engine, Sprout Social, Optimizely, ON24, BrightTALK, AdStage, EverString, LeanData Demand Management, LeanData Sales Accelerator
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Marketo Real-Time Personalization
18 Ratings
Score 6.7 out of 101
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Marketo RTP Reviews

Marketo RTP
18 Ratings
Score 6.7 out of 101
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October 09, 2017

Marketo RTP: "In a nutshell: Robust Functionality + Insufficient Documentation + No Training Materials = Underutilized Tools & (Very) Frustrated Users"

Score 6 out of 10
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Verified User
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We leverage Marketo's Real-Time Personalization (RTP) module to deliver personalized content to our website visitors based on targeting criteria that we set (i.e. known vs. unknown visitor, on-site activity, etc.).
  • RTP empowers organizations to create personalized experiences for website visitors at scale to increase engagement, conversions, etc.
  • Out-of-the-box RTP campaign templates allow for quick setup & launch
  • Ability to save custom campaign templates makes this a scalable solution for advanced marketing teams
  • Lack of training materials, support (even at the premier level), internal expertise (a majority of those I've spoken to with Marketo aren't very knowledgeable about RTP functionality, use cases, etc.), and basic documentation
  • As with a majority of Marketo's modules, the robust functionality tends to overwhelm even the most experienced marketers.
  • In a nutshell: Robust Functionality + Insufficient Documentation + No Training = Underutilized Tools & (Very) Frustrated Customers
RTP is best suited for advanced marketers/Marketo users with HTML chops and past experience building segmented campaigns based on behavioral and demographic information.
Read this authenticated review
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March 30, 2017

Marketo RTP Review: "Website Personalization Made Easy"

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo Real Time Personalization is being used by our marketing department to create easily (read quickly) launched campaigns on our website to target individuals who fit into certain categories. Our website is visited by several type of users; Marketo users looking for information, prospects looking for Marketo services and training, and local students/job prospects. By using Marketo Real-Time Personalization's reverse IP lookup we are able to categorize these different users based on their behaviors on our website. From there, we can target them with specific messaging to encourage them to take the specific action we desire from them. This allows our marketing team to increase conversions in each of these areas, by using targeted specific messaging.
  • Segment website users into qualifying groups.
  • Target segmented groups based on multiple aspects.
  • Campaign generation through their UI.
  • Measurement of campaign success.
  • AB testing of campaigns.
  • Additional features could be added to the Rich Text Editor in the campaign builder to make it more user friendly.
  • Segmenting users based on behaviors or demographic info that is not available out of the box.
  • Integrating with GA or SiteCatalyst provides a lot of insight into the segments that could be made readily available inside the RTP UX.
For any company looking to target specific sub-groups with different messaging than other sub-groups, Marketo Real-Time Personalization is the way to go. If a company is not interested in adjusting the appropriateness of a call to action or business benefit for the specific person reading it, then RTP is not for them. Real-Time Personalization fits really when in organizations that are using an account based marketing strategy.
Read this authenticated review
Masha Finkelstein profile photo
January 22, 2016

Review: "Marketo Real-Time Personalization: How Personalized Do You Want to Get?"

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo Real-Time Personalization is primarily used in the marketing organization at BetterWorks. It helps us personalize the website experience for our target accounts; analyze the target accounts' activity on our site; figure out what content resonates the best with different personas, and A/B test marketing messages. We have the recommendation bar on our website and blog, a bunch of geo-targeted campaigns for promoting events, industry targeted campaigns on the homepage and various short term promotions.
  • Named account targeting. There is a whole module dedicated to Named Accounts with some neat analytics, such as figuring out where they are in the buying cycle.
  • Segmentation of website visitors. You can specify any audience you'd like, based on any characteristic or Marketo field you have.
  • Seamless integration. When the visitors are on your site they are not aware that they are being targeted - the experience they have is truly seamless.
  • Analytics needs improvement. There is no way to look at the data for multiple months/quarters at a time.
  • Target URLs functionality is a bit wonky. Would love more helpful tips on how to use it.
  • Needs better integration with different advertising platforms for retargeting.
Anybody who is trying to do any customization of their website for different target audiences would benefit from it. Also if you are trying to do more account based marketing, Marketo Real-Time Personalization is a great tool to help with that. I love using it for geo-targeted campaigns - i.e. an event that is coming up on the West coast that shows up only to the West coast website visitors.
Read Masha Finkelstein's full review

Marketo RTP Scorecard Summary

About Marketo RTP

Marketo Real-Time Personalization (RTP) is a real-time interaction management option based on technology acquired with Insightera in December 2013 by Marketo.

Marketo RTP Technical Details

Operating Systems: Unspecified
Mobile Application:No