Comprehenive but rather non-intuitive software for personalization
We use Marketo Web Personalization for dynamic banner ads, that showcase content based on user-specific data that they've provided.
Overview
What is Marketo Web Personalization (Marketo RTP)?
Marketo Web Personalization (formerly Real-Time Personalization, or Marketo RTP is a real-time interaction management option based on technology acquired with Insightera in December 2013 by Marketo. It is now a Prime feature of Marketo Engage.
Recent Reviews
Reviewer Pros & Cons
Product Details
- About
- Tech Details
What is Marketo Web Personalization (Marketo RTP)?
Marketo Web Personalization (Marketo RTP) Technical Details
| Operating Systems | Unspecified |
|---|---|
| Mobile Application | No |
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Reviews and Ratings
(28)Attribute Ratings
Reviews
(1-5 of 5)Companies can't remove reviews or game the system. Here's why
Score 6 out of 10
Vetted Review
Verified User
We use Marketo Web Personalization for dynamic banner ads, that showcase content based on user-specific data that they've provided.
- User targeting
- Personalization
- Flexible configuration
- Simplifying UX
- Simplifying configuration
- Personalization capabilities no other software could offer on a complex web architecture
- No code needed for use and maintenance once properly installed
Marketo Web Personalization has better and more flexible personalization options than Acquia Lift.
10
Marketing Operations
Web Marketing
Blog
SEO
Web Marketing
Blog
SEO
3
- Personalization
- Internal web advertising
February 25, 2020
If you've got money to burn, give it a shot
Real-Time Personalization (RTP) is being used exclusively by our Marketing department. It's primarily being used for its pop-up functionality, although we have considered using it inline. The main goal we sought to address with RTP was driving more people to our demos, serving up industry-specific content, and drawing attention to new content or events.
- Segmented pop-up capabilities.
- Time-sensitive customization.
- Building segments is harder than it should be and you can only create simplistic segments.
- Building overlays (pop-ups) needs to be done outside of the tool and default selections look dated.
- We've actually seen very little ROI. In viewing user session recordings we find that most people do not click on the overlays/pop ups and it is a fair amount of trouble to add anything inline.
October 09, 2017
In a nutshell: Robust Functionality + Insufficient Documentation + No Training Materials = Underutilized Tools & (Very) Frustrated Users
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
- Higher website visitor engagement metrics (i.e. increased time spent on site, higher # of pages per session)
I'm well-versed in Marketo's RTP module and HubSpot's smart content offering, and HubSpot's smart content has ultimately become my personalization tool of choice. Here's why:
- HubSpot's smart content tools are simple to grasp and easy to implement from start to finish. There's a lot of room for improvement when it comes to ease of use and overall user experience within Marketo's RTP module.
- For less tech-savvy marketers, HubSpot's training documentation and support team is an absolute lifesaver. Marketo has failed us time and time again on this front, despite the fact that we pay an additional fee for Premier Support and quarterly consulting.
- Marketo's tool is more robust and more powerful, but they don't take the time to create supporting documentation to help end-users leverage RTP, nor do they take the time to train their support staff on how it works. HubSpot's smart content does what we need it to do, and we don't burn time in the process trying to figure out how to use it.
March 30, 2017
Website Personalization Made Easy
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.
I have not used any alternative softwares.
Score 9 out of 10
Vetted Review
Verified User
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.
- 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
We've evaluated Optimizely and Demandbase, but selected Marketo Real-Time Personalization because we felt like it had the best value. Yes, some features are not perfect (yet), but it has all the minimum required features to customize your website experience (and target Adwords campaigns) to your target audience segments. Also, love that we can create segments based on any custom field we have.