Advanced B2B
March 25, 2009
Scott Brinker
President & CTO
ion interactive, inc.
sbrinker@ioninteractive.com
Twitter: @chiefmartec
http://www.ioninteractive.com

Segmentation Matters
All clicks are not created equal.

4 Reasons Why
Segmentation Matters
in B2B Marketing
1. Complex offerings, many value propositions.
2. Multiple people involved in the sales process.
3. Long sales cycles with multiple stages.
4. Wide disparity between best and worst customers.

Segmentation granularity as strategy
mass audience
# of people per segment
strategic segmentation
segments of one
# of segments

Where can segmentation happen?
self-selected,
incentivized
Landing
Keywords & not self-selected,
Page
Ad not incentivized
Behavioral
Creatives
Choices self-selected,
not incentivized
Forms on Site-Wide
IP Address
the Landing Behavioral
Profiling
Page or the Analysis
(e.g., Geo)
Site

The Long Tail Rule:
If a prospect asks for
something in particular
give it to
them.

“data recovery”

“backup window”

“business continuity”

“data storage SOX compliance”

“data retention”

“snap server NAS”

“data storage”

When segmenting
by keywords, you
don’t need a
landing page.
You need
MANY
landing pages.

4X
Adweek, January 2008

But what if
you can’t
determine
someone’s
segment from
their keyword?

segment

segment
simple

40% lift

Landing pages
can have more
than one page.

But will they click?

65.4% segmentation rate
16.2% conversion rate

Which ads attract which segments?
(hypothetical: not actual data)

Which segments convert best?
Conversion
Segment
Rate
SMB 14.7%
Enterprise 23.5%
(hypothetical: not actual data)

How many pages can a
landing page have?

16.1%
conversion rate

19.6%
conversion rate

The Tao 1. All clicks are not created equal.
2. The road from click to conversion must be
of paved with continuity.
Post-Click 3. Landing pages are both part of your ads and
part of your site.
Marketing 4. Landing pages can have more than one
page.
5. Experimentation is the pathway to discovery.
6. Landing page creative is limited only by
your imagination.
7. Testing without a strategy is like fishing
without water.
8. There are a thousand ways to segment your
audience.
9. Incentivized self-identification reveals true
segmentation.
10. Landing page management is greater than
any single landing page.

Thank You
Interested in more
advanced landing page
strategies?
BOOK
Honest Seduction: Using Post-Click
Marketing to Turn Landing Pages into Game
Changers
Available on Amazon.com
BLOG
http://postclickmarketing.com