Tell Them What They Want to Hear:    Optimizing the B2B Web Site with     Account-Based Targeted Content
Agenda                                     •         Website Conversion Optimization                                      ...
Speakers                                                         Meagen Eisenberg                                         ...
Top Lead Sources?          Which of the following sources provides your                business with the most leads?      ...
Top Lead Sources – Focus Survey Results@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reser...
Engagement@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved.   Slide 6
One Size Fits All? Not a sale happens that doesn’t at some              “We spend 9X more point touch my                  ...
Your Website Generates Leads@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved.   Slid...
Site Lead Generation Performance?  In terms of generating leads for sales, do you feel  like your business leverages its c...
Site Lead Generation Performance Results@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights rese...
Buyer 2.0@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved.   Slide 11
The Goal       Conversions       • Typical B2C Conversion – Purchase                 •      Web experience guides you to t...
Fact: B2B Marketing is fundamentally different from B2C                                                         1.   Sales...
B2B Conversion Optimization: Focus on the Landing Page                                                                    ...
Landing Page Optimization                                                         Landing Page Conversion@ meisenberg | @j...
Web Site Optimization                                                         Site Conversion@ meisenberg | @jstewart_1 | ...
What is WCO?                     Web Conversion Optimization:          Make interactions more effective by           creat...
The B2B Challenge                                How Do I Optimize When 95% of my Visitors are Anonymous?@ meisenberg | @j...
Tell Them What They Want to Hear withAccount Based Content TargetingReal-world examplesMeagen Eisenberg@meisenberg
Deliver relevant industry and company size  content upon hitting our website                                              ...
Personalization by industry with high value content improves click through and conversion rates                           ...
Better understand and segment visitors to improve onlinepurchase and quality of SQLs (Opportunities) Enhanced lead inform...
Next steps: Continue to improve conversion  rates with Analytics and Content key    Analytics      Understand the breakd...
Demandbase Real-Time Identification@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved....
WCO In Action at Adobe@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved.   Slide 25
Use RTID to Target Content to ‘Anonymous’ Visitors@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All r...
Working With The Tools You Already Use                                                         Business Resolution        ...
Questions                                                                    Meagen Eisenberg                             ...
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Tell Them What They Want to Hear

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Slides from a recent Webinar with Meagen Eisenberg, VP of Demand Generation at DocuSign and Jason Steward, Director of Marketing at Demandbase on optimizing your b2b website with account-based targeted content.

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Tell Them What They Want to Hear

  1. 1. Tell Them What They Want to Hear: Optimizing the B2B Web Site with Account-Based Targeted Content
  2. 2. Agenda • Website Conversion Optimization • Website as your Marketing Hub • Why Landing Pages Aren’t Enough • Real World Examples with DocuSign • The ArcSight Experience • Roadmap for DocuSign • Q&A • Post questions in chat window • Tweet questions to #WCO@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 2
  3. 3. Speakers Meagen Eisenberg VP of Demand Generation, DocuSign @meisenberg Jason Stewart Director of Marketing, Demandbase @jstewart_1@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 3
  4. 4. Top Lead Sources? Which of the following sources provides your business with the most leads? 1. Corporate Web Site 2. Email 3. Advertising (banners, pay per click, search engine marketing, etc) 4. Social Media (video, Twitter, LinkedIn, etc) 5. Personal Connections and Referrals 6. Other@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 4
  5. 5. Top Lead Sources – Focus Survey Results@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 5
  6. 6. Engagement@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 6
  7. 7. One Size Fits All? Not a sale happens that doesn’t at some “We spend 9X more point touch my $ driving traffic to website websites than 100% of survey improving respondents reported conversions” reading company web content to evaluate a technology purchase.@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 7
  8. 8. Your Website Generates Leads@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 8
  9. 9. Site Lead Generation Performance? In terms of generating leads for sales, do you feel like your business leverages its company website to it’s maximum potential? 1. Yes 2. No@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 9
  10. 10. Site Lead Generation Performance Results@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 10
  11. 11. Buyer 2.0@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 11
  12. 12. The Goal Conversions • Typical B2C Conversion – Purchase • Web experience guides you to the purchase • Designed to show you things you WANT to purchase • Analytics tracking the purchasing funnel to figure out when you decided to purchase or leave • Typical B2B Conversion -- Registration/Lead Capture • No purchase usually required, only your contact information • Web experience does NOT guide you to conversion • Only landing pages are optimized to convert • Conversion funnel analytics usually limited to one page rather than the whole site@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 12
  13. 13. Fact: B2B Marketing is fundamentally different from B2C 1. Sales are low volume, high value – relative to B2C. – Not engaging the valuable visitors hurts revenue 2. Sales are sold over time and not in a single session. 3. You are not selling to one person. 4. Attributes of relevance are identity based.@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 13
  14. 14. B2B Conversion Optimization: Focus on the Landing Page • Shorter Forms • Less Friction • Establish Trust • Clear Offer/CTA • Deliver What They Expect • Content Above the Fold • Focus On Payoff • Test, Test, Test http://tinyurl.com/vue2011@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 14
  15. 15. Landing Page Optimization Landing Page Conversion@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 15
  16. 16. Web Site Optimization Site Conversion@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 16
  17. 17. What is WCO? Web Conversion Optimization: Make interactions more effective by creating environments that attract, engage, qualify and measure targeted visitors@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 17
  18. 18. The B2B Challenge How Do I Optimize When 95% of my Visitors are Anonymous?@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 18 18
  19. 19. Tell Them What They Want to Hear withAccount Based Content TargetingReal-world examplesMeagen Eisenberg@meisenberg
  20. 20. Deliver relevant industry and company size content upon hitting our website 20@ meisenberg | @jstewart_1 | #WCO
  21. 21. Personalization by industry with high value content improves click through and conversion rates Utilities Government Medical Finance @demandbase @funnelholic @jasondemandbase@ meisenberg | @jstewart_1 | #WCO
  22. 22. Better understand and segment visitors to improve onlinepurchase and quality of SQLs (Opportunities) Enhanced lead information with Demandbase Forms ID(company rev, size, industry, location):  Quality: Improves lead scoring – sales qualification speed  Efficiency: Increases sales efficiency for prioritization Reduced the number of form questions, which increasedconversions Provision trials based on Demandbase info: 22
  23. 23. Next steps: Continue to improve conversion rates with Analytics and Content key  Analytics  Understand the breakdown of our audience and the path they take  Where do they bounce?  What is the best route per size of company or industry and insights to optimize?  Content  Load by size of company and relevant industry content  Highlight appropriate packages for size of company 23@ meisenberg | @jstewart_1 | #WCO
  24. 24. Demandbase Real-Time Identification@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 24
  25. 25. WCO In Action at Adobe@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 25
  26. 26. Use RTID to Target Content to ‘Anonymous’ Visitors@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 26
  27. 27. Working With The Tools You Already Use Business Resolution Platform@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 27
  28. 28. Questions Meagen Eisenberg @meisenberg Jason Stewart @jstewart_1@ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 28

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