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[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions
 

[Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions

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How would your B2B website change if you knew as much about each visitor as Amazon knows about you? Join Tim Ash, CEO of SiteTuners, and Greg Ott, CMO of Demandbase, for this one-hour presentation and ...

How would your B2B website change if you knew as much about each visitor as Amazon knows about you? Join Tim Ash, CEO of SiteTuners, and Greg Ott, CMO of Demandbase, for this one-hour presentation and you'll learn how to deliver the right content to the right visitor at the right time by leveraging visitor IP data and your CRM tool.

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    [Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions [Webinar] The Zero-Click Website: Personalizing Your B2B Site for Higher Conversions Presentation Transcript

    • Copyright © 2013, SiteTuners - All Rights Reserved.The Zero-click WebsitePersonalizing Your B2B Site For Higher Conversion#ZeroClick@tim_ash @gregott
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott• Conversion-focused website blueprints (full-site redesign or quick facelift)• Landing page test plans & testing strategy• Internal optimization team training & mentoring• More than 1200 clients worldwide since 2002About SiteTuners
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottPart IConversion Optimization Maturity
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottIs B2B Really Different?• Decisions are made based on risk-avoidance• Longer sales cycles – not impulse buy• Multiple decision makers & gatekeepers• Each click counts (high-value low-volume)• Multiple audiences with radically different needs• Care more about relevant in-vertical experience
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottWalk, Crawl, Run – More Effort, More RewardThe path to higher profits:1. Un-optimized2. Basic optimization3. Basic segmentation4. Real-time anonymous targeting5. Real-time advanced personalization
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottStage 1 - Un-optimizedContent was created without any regard for the web visitors or their needs.Common characteristics:• Brochureware – static information recycled from print or other media• Decisions made by HIPPO (highest paid person’s opinion)• Focus on the company and it’s products or offerings• Website behavior not tracked• Designed for a single audience
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottStage 2 - Basic OptimizationContent was created specifically for the web visitors or their needs.Common characteristics:• Considers the stage in the buying cycle• Considers UX, trust & credibility, visual design, call-to-action, copywriting• Tracks results with analytics• May be doing basic split testing of static pages• Gathers voice-of-customer with surveys, user testing, in-page analytics
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottStage 3 - Basic SegmentationStatic content was created specifically for different traffic sources.Common characteristics:• A different messaging & experience for various traffic acquisition sources• SEO• PPC• Direct – type-in• Affiliate• Social• Dedicated landing pages for in-house mailing list campaigns• Retargeting based on pages visited or content downloaded
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottStage 4 - Real-time Anonymous TargetingDynamic content is created on the fly based on third-party knowledge ofvisitor segments.Common characteristics:• Dedicated content ready in advance for key audience segments• Ability to change site experience in real-time for each visitor• Basic business rules to change aspects of site experience• Need to explicitly ask for less information since you already know it
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottStage 5 - Real-time Advanced PersonalizationSite experience is dynamically tailored to everything known about the visitor.Common characteristics:• Content changes across multiple visits to the site• Content changes based on• Third-party real-time data• Behavioral targeting (what the user actually does on the site)• Lead scoring from marketing automation system• CRM or customer database
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottPart IIGetting Started withReal-time Dynamic Content
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott• Technology that uniquely identifies the companies on your website• Visitor identification plug in to existing tools – Display ads, Website, CRM• Patent protected IP Address to Company database• More than 200 leading B2B digital marketing as customersAbout Demandbase
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottThree Leaders w/ Different ApproachesAmazon.comPersonalized experiencesfor millions of onlinebuyersMulti-$Billion Online SalesGE CapitalSingle experience forconsumers, businesses, andtheir competitors< 0.5% ConversionSalesforce.comDynamic experiencesacross business audiences15% ConversionB2BB2C
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottExample – Un-optimized• Brochureware• Where’s Waldo• Generic message• Library modelImpact: Low engagement
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottOptimizing Web Customer Experience for B2B“All Marketing is more effectivewhen you know who you are talking to.”- Shantanu Narayan - CEO, Adobe
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottExample - Optimized for a Single Audience300% increase in formcompletion rate due tothe hiding of form fieldsfor which information isalready known.Over $1,000,000in new revenue.
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottExample – Segmenting by AudienceUtilitiesMedicalGovernmentFinance• 200% increase in clicks to most valuable content• More leads with higher lead scores• Better insights into what is relevant to whom
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottExample – Company-level Personalization
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottExample (Continued) – Company-level PersonalizationAutomatically redirectpeople from the list ofdirect-competitorcompanies to theAkamai Careers page.
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottGetting to the Next Level of Customer Experience (CX):1. Define your Sweet Spot2. Engage through personalization3. Remove from the Zero Moment of Truth4. Upgrade your analytics sophistication
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottSpecial Offer – SiteTuners Express Review• Unflinchingly honest interactive review of landing page or website• 45- or 90-min video transcript recorded via GoToMeeting• Includes AttentionWizard “attention heatmap” of your pagehttp://Express-Review.com – Starts at $699$100 off when you mention ZEROCLICKOffer valid until 5/2/2013.
    • Learn, Grow and Profit from the Secrets of the HighestConverting Websites“The Conversion Conference was like taking 4 years of advanced study in two days”- SF AttendeeSave $150 on Registration with Promocode ZERO150www.ConversionConference.com
    • Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregottQ&ATim Ash – CEO, SiteTunerstim@sitetuners.com(619) 990-9062 mobile(619) 223-8020 work PSTtwitter @tim_ashwww.linkedin.com/in/timashfacebook.com/tim.ash1skype tim_ash1Greg Ott– CMO, Demandbasegott@demandbase.comtwitter @gregott