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Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
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Content Targeting and Personalization: Improving Engagement at the Account Level

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"With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with TARGET businesses, differentiate themselves from their competitors, and accelerate the …

"With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with TARGET businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools and content systems are now adapting to this new B2B buyer, as companies are learning how to engage and connect content to target audiences in order to nurture and accelerate leads to sales. Hear how Adobe has embarked on a journey to connect data from analytics, testing tools and visitor identification technologies to understand their targets, personalize their web experiences and better serve content to the accounts that are not only most likely to convert, but also most likely to buy.

Top tactics for identifying, engaging and converting visitors from your most important web segments Identify the top conversion metrics to pay attention to and optimize against Learn how to engage visitors—and keep them engaged—utilizing personalization technology"

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  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Content Targeting and Personalization: Improving Engagement at the Account LevelJeff Fuhriman | Manager Digital Marketing OptimizationSunny Beck | Manager, Conversion Optimization1
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2Jeff FuhrimanSenior Optimization Manager, Adobejfuhriman@adobe.comSunny BeckManager, Conversion Optimization, Adobesbeck@adobe.com
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.AgendaWelcome and Overview13 Steps to move from “anonymous” to targeted content2Complex sales cycle examples and results3Transactional B2B examples and results4Q & A5Executive summary and core message3
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4Key Takeaways§  Learn to leverage all available data to create and categorizecontent for the highest value segments and profiles.§  Identify third-party data/tools that can provide account level dataand supplement or replace expensive qualitative data. Doing so willhelp you create content more efficiently and make it more effectivefor current and prospective customers.§  Let your research findings drive your content marketing and yourproduct development/management efforts.
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5Identify, engage and convertvisitors from your mostimportant segments bykeeping it personal
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6Recognition | questions |past transactions | past andpresent behavior | feedbackPersonalizedExperience
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.How do we do that?7Demandbase IP lookup |search terms | customerdatabase | behavioral score |Scene7 image renderingPersonalizedExperienceUsing everything you’ve got to keep it personal
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Executive summary and core message1Catapult Yourself Up the Digital Marketing Sophistication Curve2Complex sales cycle examples and results3Transactional B2B examples and results4Takeaways and Q & A’s53 Steps to move from “anonymous” to targeted content8Agenda
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9Step 1: Prioritize your highest-value areas§  Display§  Emails§  Search Landing Pages§  Home Page§  Portal Pages§  Product / Solution Pages§  Login Pages§  Landing / Registration / Form Pages1.  Landing / Registration / Form Pages2.  Home Page3.  Portal Pages4.  Product / Solution Pages5.  Login Pages6.  Search Landing Pages7.  Email8.  Display
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10Step 2: Create and categorize content for high-value segments and profilesLet ourCustomertell theAdobe storyCategorizeContent(buying stage,value… ) duringdevelopment andevangelizeTestmultiple titles,copy, creative…(A/B, MVT, Flash)
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11Step 2: Create and categorize content for high-value segments and profiles1. Loosening of the Status Quo2. Committing to Change3. Exploring Possible Solutions4. Committing to a Solution5. Justifying the Decision6. Making the DecisionEducationPhaseSolution PhaseVendorSelectionPhase
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12Step 2: Create and categorize content for high-value segments and profilesCreate content across all stages of thebuying cycle to target appropriately
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13Step 3: Use account identification to target content to ‘anonymous’ visitors
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Executive summary and core message13 Steps to move from “anonymous” to targeted content2Predict, Allocate, and Measure Key Performance, not just the Indicators3Transactional B2B examples and results4Takeaways and Q & A’s5Complex sales cycle examples and results14Agenda
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15What would you do differently if you knewthe company that was about to visit yourwebsite?
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19Adobe Target& DemandbaseTargetedCampaign to E-Retailers*Demandbase plugin and Adobe Targetcampaign set up to serve targetedcontent based on reverse IP lookup
  • 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20KeywordTargeting*Layer of keyword targetingadded to Demandbasetargeting
  • 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21BehavioralTargeting*Layer of behavioraltargeting starts working withkeyword targeting, added toDemandbase targeting
  • 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe Targetidentifies incomingkeywordAdobe AudienceManager identifiescompany profile incustomer databaseDemandbase IPidentifies Industry/CompanyCustomer databaseidentifies existingprofile withAudience Manager(product usage)Adobe ExperienceManager / Target /Scene 7 servesunique content22
  • 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25EZcontacts.com
  • 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26Adobe Target&DemandbaseForm FieldPre-pop*Adobe Target campaigninteracts with Demandbaseto populate form fields basedon reverse IP information
  • 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
  • 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
  • 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Executive summary and core message13 Steps to move from “anonymous” to targeted content2Complex sales cycle examples and results3Optimize the Marketing & Media Mix4Takeaways and Q & A’s5Transactional B2B examples and results29Agenda
  • 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Acrobat Services30
  • 31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31About FormsCentralWeb-based form and survey building tool which allows users to quicklycreate forms, simply distribute and analyze results.Product is still in the introductory stageMajority of traffic to site is driven by Adobe ReaderMassive number of users are currently Free Trial members
  • 32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32The ProblemsWe knew very little about our current customersWe knew next to nothing about our site visitorsOur site order conversion was very lowThe business was far from profitable
  • 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33Quick SolutionQuick Solution:Hire an agency to conduct asurvey in an effort to betterunderstand who our customerswere.
  • 34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Survey Results34Industry BreakoutsEducation Non Profit Healthcare Software MarketingSurvey Data 15% 9% 7% 6% 6%
  • 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Survey Issues35This was great data but we still know nothing about who oursite visitors really were.The results were not representative of entire customer base.Only our most loyal customers.This was a very expensive set of data to gather.
  • 36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The main issue36We still knew very little about our site visitors.“The oldest and strongest emotion of mankind is fear, andthe oldest and strongest kind of fear is fear of the unknown”H.P. Lovecraft
  • 37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.A different approach37Demandbase gave us the ability to understand whowas visiting our site, both existing customers andpotential customers.
  • 38. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Demandbase38Very minimal effort towards implementationAbility to receive real-time dataGave us insight into who our site visitors were at a tenth ofthe cost
  • 39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Demandbase39Sample SizeDemandbaseDemandbaseSurvey DataSurvey DataCost
  • 40. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Demandbase learnings40Education Non Profit Healthcare Software MarketingSurvey Data 15% 9% 7% 6% 6%DemandbaseData25% 15% 6% 5% 5%Industry Breakouts
  • 41. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Targeted Offerings41HomepageEducation SegmentNonprofit Segment
  • 42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Results42Homepage Education Segment Nonprofit SegmentHomepage
  • 43. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Executive summary and core message13 Steps to move from “anonymous” to targeted content2Complex sales cycle examples and results3Transactional B2B examples and results4Q & A5 Takeaways and Q & A’s43Agenda
  • 44. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44Demandbase IP lookup |search terms | customerdatabase | behavioral score |Scene7 image renderingPersonalizedExperience
  • 45. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45Key Takeaways§  Learn to leverage all available data to create and categorizecontent for the highest value segments and profiles.§  Identify third-party data/tools that can provide account level dataand supplement or replace expensive qualitative data. Doing so willhelp you create content more efficiently and make it more effectivefor current and prospective customers.§  Let your research findings drive your content marketing and yourproduct development/management efforts.
  • 46. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
  • 47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Jeff Fuhrimanjfuhriman@adobe.comLinkedIn: Jeff FuhrimanSunny Becksbeck@adobe.comLinkedIn: Sunny Beck

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