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B2B Marketing Best Practices that Need to Die
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B2B Marketing Best Practices that Need to Die

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Improve: …

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

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  • 1. 02/09/2011Greg OttCMO, DemandbaseChris HarmonPrincipal, theBATstudio
  • 2. THREE  “Best-­‐Prac0ces”    you  should  put  to  rest   2  
  • 3. Improve:•  Conversions•  Ability to measure ROI•  and even customer satisfaction … while breathing new life into your marketing. 3  
  • 4. •  B2B  Marke0ng  is  evolving  •  Innova0ve  technologies  challenge  complacency  •  Web  is  now  the  center  of  customer  experience   4  
  • 5. 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  
  • 6. Innova0ve  Technologies  challenge  complacency:  •  iPhone  /  iPad  •  Marke0ng  Automa0on  •  Analy0cs  •  Personaliza0on  and  Customiza0on   6  
  • 7. 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  
  • 8. If  you  don’t  –  you’re  leaving   money  on  the  table!   8  
  • 9. 1.  Website Experience2.  Lead Generation3.  Measurement 9  
  • 10. Most B2B sites:•  Suffer from content OVERLOAD 10  
  • 11. 11  
  • 12. 12  
  • 13. Most B2B sites:•  Suffer from content OVERLOAD•  Too much user EFFORT 14  
  • 14. 15  
  • 15. 16  
  • 16. 17  
  • 17. Most B2B sites:•  Suffer from content OVERLOAD•  Too much user EFFORTAt the end-of-the-day… 18  
  • 18. 19  
  • 19. What  would  you  do  differently  if  you  knew  the  company  that  was   ABOUT  to  visit  your  website?  
  • 20. Healthcare Target Content /Offers by Vertical
  • 21. Financial Services Target Content /Offers by Vertical
  • 22. Telecom Target Content /Offers by Vertical
  • 23. 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  
  • 24. 1.  Website Experience2.  Lead Generation3.  Measurement 26  
  • 25. Most B2B sites:•  Want leads, but need for detailed data means they make it a pain for the user 27  
  • 26. 11 Form Fields 28  
  • 27. 13 Form Fields 29  
  • 28. 14 Form Fields 30  
  • 29. 15 Form Fields 31  
  • 30. The “leaky bucket”•  The BEST forms average 2% - 10% Conversion rates•  That = 90-98% exit rate•  Progressive Profiling is NOT the answer 32  
  • 31. User-­‐  Generated  Data  Detailed  Account  Data   35  
  • 32. Results:•  Form Completion Rate 200%•  Data Quality Improved•  Prospect Satisfaction… Priceless 36  
  • 33. 1.  Website Experience2.  Lead Generation3.  Measurement 37  
  • 34. 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  
  • 35. The Game has CHANGED 42  
  • 36. •  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  
  • 37. 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  
  • 38. Account-­‐Based  Engagement   Lead  Gen   Engagement   Measurement   45  
  • 39. 46  
  • 40. 47  
  • 41. 48  
  • 42. “ Business has only two functions:  marketing and innovation. Marketing innovation creates value  ” and all the rest are costs. -­‐  Peter  Drucker   49  
  • 43. 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