B2B Marketing Best Practices that Need to Die

02/09/2011Greg OttCMO, DemandbaseChris HarmonPrincipal, theBATstudio

THREE “Best-‐Prac0ces” you should put to rest 2

Improve:•  Conversions•  Ability to measure ROI•  and even customer satisfaction … while breathing new life into your marketing. 3

•  B2B Marke0ng is evolving •  Innova0ve technologies challenge complacency •  Web is now the center of customer experience 4

B2B Marke0ng is using too many B2C hand-‐me-‐downs B2B Online has fundamental diﬀerences: 1.Sell to accounts, not individuals. 2. Low volume, high value. 3. ASributes of relevance are business aSributes 5

Innova0ve Technologies challenge complacency: •  iPhone / iPad •  Marke0ng Automa0on •  Analy0cs •  Personaliza0on and Customiza0on 6

Web is now the center of the customer experience: •  Marke0ng Brochure •  Demo Center •  Support Center •  Product What was the last B2B transac0on you made where you DIDN’T access the web? 7

If you don’t – you’re leaving money on the table! 8

1.  Website Experience2.  Lead Generation3.  Measurement 9

Most B2B sites:•  Suffer from content OVERLOAD 10

Most B2B sites:•  Suffer from content OVERLOAD•  Too much user EFFORT 14

Most B2B sites:•  Suffer from content OVERLOAD•  Too much user EFFORTAt the end-of-the-day… 18

What would you do diﬀerently if you knew the company that was ABOUT to visit your website?

Healthcare Target Content /Offers by Vertical

Financial Services Target Content /Offers by Vertical

Telecom Target Content /Offers by Vertical

Optimize Experience using the B2B Attributes of the visitors:1.  Crafting offers by Vertical / Size2.  Customizing Pages with Account Names3.  Targeting offers to specific AccountsMinimizing content – maximizing RELEVANCE 25

Most B2B sites:•  Want leads, but need for detailed data means they make it a pain for the user 27

11 Form Fields 28

13 Form Fields 29

14 Form Fields 30

15 Form Fields 31

The “leaky bucket”•  The BEST forms average 2% - 10% Conversion rates•  That = 90-98% exit rate•  Progressive Profiling is NOT the answer 32

User-‐ Generated Data Detailed Account Data 35

Results:•  Form Completion Rate 200%•  Data Quality Improved•  Prospect Satisfaction… Priceless 36

Common Metrics come from B2C:•  Traffic Quantity and volume vs. Quality•  PV/Visit on average vs. for getting more people to the most valuable content•  Email CTR vs. Conversion over time•  Inconsistent with CRM data 38

The Game has CHANGED 42

•  B2B needs it’s own online best practices•  Tons of room for innovation as buyer behavior and tools shift•  Shift to a user-experience focus 43

To connect with them, you need to deliver:•  RELEVANT•  CONTEXTUAL•  VALUABLE…content, offers, and engagement tools –and you need to measure the results in a wholenew way. 44

Account-‐Based Engagement Lead Gen Engagement Measurement 45

“ Business has only two functions: marketing and innovation. Marketing innovation creates value ” and all the rest are costs. -‐ Peter Drucker 49

B2B Marketing BestPractices That Need To DieGreg Ott Chris HarmonCMO PrincipalDemandbase theBATstudiogott@demandbase.com chris@thebatstudio.com(415) 683-2678 (510) 339-7300http://www.linkedin.com/in/gregott linkedIn: http://www.linkedin.com/in/cjharmon twitter: cjharmon

B2B Marketing Best Practices that Need to Die

by theBATstudio on Jun 11, 2011

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B2B Marketing Best Practices that Need to Die — Presentation Transcript