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How to show relevant experience to a lead - based on lead behaviour

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Marketo Employee

How to show relevant experience to a lead - based on lead behaviour

Hi There,

Here is a used case:

I send out a Marketing email. A lead opens or clicks my email. The next time "that lead" who opened or clicked my email, goes to my website the next day, Say for example - "www.karanhari.com" . When the lead visits my website, I want to show a relevant experience (in the form of a "pop up" - Which is related to the email which that specific lead opened.

Point to be noted here is. Say there are 3 emails

Email A

Email B

Email C

each email would have a different relevant experience (a different Pop up) to be displayed to the specific lead, based on which email was opened.

My question or thoughts are:

a) If I use Web Personalization (a dialogue campaign or maybe a widget campaign), Given the fact that my website is on site-core, and I deploy the Marketo RTP tag on my site-core website, Is there a way, my Web Personalization campaigns can detect Email opens/Email clicks - based on which, the next time when the lead (who opened my email) visits my website/landing page, the Web Personalization campaign shows the relevant experience that was meant for that particular email that was opened or clicked?

I do understand that in order to run a Web Personalization campaign, first a web segment has to be defined. I have narrowed it down to - Whats depicted in the below snapshot. Still cant seem to narrow it down to "Open/Clicks" for a specific email.

pastedImage_2.png

b) Is there any other alternative in Marketo apart from using Web Personalization - to achieve this used case?

Best Always,

Karan Hari

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Re: How to show relevant experience to a lead - based on lead behaviour

Hi Karan,

Another option you have is to add leads who open/click each email to a respective static list (email A opens/clicks added to static list A etc).

Then you can create 3 web personalisation campaigns, one for each experience theme and in the audience definition (segment) use the 'static list' filter.

Hope this helps!

Thanks,

Alexia

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4 REPLIES 4
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Level 10 - Community Moderator

Re: How to show relevant experience to a lead - based on lead behaviour

If you stamped the interesting email-related activity onto a lead field (which you could append to so it holds a history of such interesting actions) you can read that field value into the page (using my cross-domain pre-fill code, o' course).

Then use that value to switch between different content using JS. Wouldn't be super easy to maintain for a large number of options, but would get this job done, certainly.

Using Clicked Email here is very questionable, though, as it could've been a mail scanner that did that click. You'll have to bear that risk.

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Marketo Employee

Re: How to show relevant experience to a lead - based on lead behaviour

Thanks Sanford!

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Re: How to show relevant experience to a lead - based on lead behaviour

Hi Karan,

Another option you have is to add leads who open/click each email to a respective static list (email A opens/clicks added to static list A etc).

Then you can create 3 web personalisation campaigns, one for each experience theme and in the audience definition (segment) use the 'static list' filter.

Hope this helps!

Thanks,

Alexia

View solution in original post

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Marketo Employee

Re: How to show relevant experience to a lead - based on lead behaviour

Hey Alexia,

Thanks a lot! This idea is really helpful.

Best Always,

Karan Hari