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TLDW
Highlights from our 2020-2021 webinars
2
Topics
1) About this Deck
2) How the B2B journey changed in 2020?
3) How Tenable does ABM?
4) How AudioCodes engages different personas?
5) Benchmarks for Website Personalization Units
6) About Trendemon and other alternatives for personalization
3
What’s This Deck About?
We realize that not everyone has the time to sit through a full webinar or even watch a
recording so we thought it could be helpful to summarize the main points from our past few
webinars.
The first part discusses general trends and stats we see in our data regarding the B2B
journey.
In the second we share some insights from Tenable and AudioCodes - how they engage and
enable their buyers across the entire journey, which tools and methodologies they use.
The last part explores some personalization stats, benchmarks and tools to consider.
Enjoy!
4
The New B2B Buyer’s Journey
5
The External, Unknown and Known Stages of the B2B Journey
Known contact
20%
4-7 reads
Anonymous Research on your site
45%
10-15 reads
External Exposure & Research
35%
8-12 exposures
Engagement -
Establish
Need
Education -
Establish Expertise
Exposure -
Establish Trust
visits website signs up
6
Meet your new B2B Buyer
78%
of Gen-xers to Millenials won’t fill
a form to get information
via business-review survey
7
8
Meet your new B2B Buyer
Via Forrester
9
Impact of COVID-19 on attention and
digital transformation
10
Speed & Depth of
Change
credit: chiefmartec
11
Speed & Depth of
Change
12
B2B Customer
Journeys trends
in 2020
Content Impact on Deep Goals
45% increase of content participation in
journeys which reached a sales goal
How Marketing
Changed?
credit: transmission
14
How Marketing
Changed?
Content as mid-funnel
Conferences &
Campaigns
Content
(Mailing lists)
Meetings
Awareness Nurture Closing
Stage:
Activities &
Platforms:
Medium: Mixed Online Offline
15
How Marketing
Changed?
Content as all-funnel
Campaigns &
Content
Emails +
Content /
Zooms
Awareness Nurture Closing
Stage:
Activities &
Platforms:
Medium: Online Online Online
(Mailing lists)
Content
16
How Marketing
Orgs are
Adapting?
Changes in offerings,
Change in priorities.
credit: viola survey
17
How Tenable does ABM?
Personalization Levels
18
WHO? GEO, LANGUAGE
WHEN/WHERE? BEHAVIOR, PAGE VISITS, READ TIME
ATTRIBUTION? WHAT ARE THEY
CONSUMING
ACCOUNT / INDUSTRY
ULTIMATE PERSONALIZATION
19
DIGITAL
CAMPAIGNS –
Retargeting,
ABM, Paid
Social
CRM –
Feeds into sales,
gets intent data
PERSONALIZATION
TOOL –
CTAs, Analytics,
Intent
MARKETING
AUTOMATION –
provides data on
the lead lifecycle
status.
eMail marketing/
nurture
CONVERSATIONAL
TOOL
ABM TOOL –
Intent data
CONTENT
CONSUMPTION
TOOL
20
DIGITAL
CAMPAIGNS –
Retargeting,
ABM, Paid
Social
CRM –
Feeds into sales,
gets intent data
PERSONALIZATION
TOOL –
CTAs, Analytics,
Intent
MARKETING
AUTOMATION –
provides data on
the lead lifecycle
status.
eMail marketing/
nurture
CONVERSATIONAL
TOOL
ABM TOOL –
Intent data
CONTENT
CONSUMPTION
TOOL
Why Personalization at Tenable
21
Personas
Large product offering with
different buyer personas
Sale Cycle
Different sale cycle for each
product
Needs/Requirements
Consuming different material
based on interests or needs
Global
Global market, localization,
languages
22
How AudioCodes engages different personas?
AudioCodes Overview
AudioCodes is a leading provider of advanced communications software, products and
productivity solutions for the digital workplace
• Over 50 different products and
solutions
• Solutions for SMB, Enterprises,
partners and service providers
• Target Users range from IT
managers to CTO, CEO, Project
Managers
• Hardware and software solutions
Challenges in B2B marketing in Tech
• Long conversion cycle – lead will be visiting your site several times
before ready to convert
• Extensive portfolio of product and solution offerings
• Different types of customers – partners/end customers
• Every user is at a different stage of their buyer journey
• Several roles for each purchase cycle – User, decision maker etc.,
How do you make sure each user goes where he needs?
Unknown
User
Vertical A
Specific
Interest
Customer
Type
Industry
Type
Vertical B
Specific
Interest
Using MarTech to Generate Knowledge and Separate
the verticals and customer types into segments
Understanding the user before you even know
who they are
Unknown
User
• Only have
visit history
from
analytics
New User
• Has done
minor
actions on
website
Interested
Prospect
• Shown
interest over
time
• Fits the ideal
persona
Hot Lead
• Shown a lot
of interest
• Has been
very active
especially in
last couple
of months
Creating scoring thresholds for each segment
Scoring Buckets
Creating personalized funnels and
nurture tracks for each scoring segment
ABM
Monitoring
Email
Campaigns
Personalize
d CTAs
Sponsored
ads
retargeting
Example of a successful user journey
User
Identified By
ABM List
Personalized
CTA/pop-up
for their
account
Converting to
Known by form
submission
Entered into Segment
by
industry/size/customer
type/vertical
Entered into
designated scoring
list
Updated CTAs
depending on
actions
Retargeting By
sponsored ads
Email nurture track
“Raised Hand”
to go to sales
by either form
submission or
talk to an
expert CTA
Continued
data being
fed to sales
about the
actions on
the website
What we learned
• Keep it simple
• Start small
• Personalize where it is important
• Put the user first – Make it easy for them to get to know you
• There are many paths toward a conversion
• Know when to stop
31
1) SIMPLE = MANAGEABLE
2) First, work on improving the basic experience on your assets:
a) Clearly defined goals on your site.
b) Proper Digital Experience.
c) Enough Resources.
d) Easy access to resources.
3) Don’t “force users’ hands”, let them raise them.
4) Make strategic use of gated content/forms (too many will lock
your customers out).
5) Start with one core segment you want to optimize their flow.
Takeaways - For the early marketing operations:
32
1) Marketing as an enabler for the sales process
2) Moving from Marketing Operations to Revenue Operations
3) Connecting Buckets to Pools
4) Ask your audience (surveys, chats), who they are, what they’d like to know.
Takeaways - For the intermediate/advanced marketing operations:
33
The Process we see work
Buckets (Audiences)
Product/Persona A
Product/Persona B
Product/Persona C
Pools (Content and Stage)
Assets for Persona A
Assets for Persona B
Assets for Persona C
Landing Nurture Conversion
Ensure easy access between assets within the pool
34
Stats, Benchmarks and Surveys
35
1) Most successful (=highest CTR) companies run 10 or more
personalization campaigns on their site.
2) The best CTR forms (over 2%) have 1 field
3) Highest CTR campaigns have double triggers (scroll & exit/time)
4) Content Hubs can reach double digit CTRs!
5) Surveys are great ways to find target personas and are highly
engaging.
Personalization Stats & Benchmarks
36
The link between attention and personalization
37
3-5% CTR
CTR of Personalized Recommendation Units
38
8%-15% CTR
CTR of Personalized Content Hubs
39
20%-25%(!)
CTR
40
About Trendemon’s
Personalization Platform
Reducing Friction in your Buyer Journeys
Selected Customers
G2 High Performer in Personalization Engines
Get a Demo
(source: G2)
homepage product page MQL >> SQL >> WON
What companies
typically see October 22 2020
Desktop
Google Organic
What actually
happened
October 20 2020
Mobile
LinkedIn
September 29 2020
Desktop
Remarketing PPC
June 4 2020
Desktop
ABM Campaign
August 15 2020
Mobile
Direct
read post watched
video
read product
page
User Journey Starts Here
The Customer Journey is Online
Entire Journey
Last Session
Identity Data
Journey & Experience
Attribution-based Personalization Platform
Asset Attribution
NATIV -
Journey
Personalization
Engine
1:1 Personalization at Scale
Show the right person, the right
asset for their specific stage.
Trendemon
Insights Processing Engine Output
How We Stack Up?
TrenDemon’s position in typical customers’ stacks
Trendemon
Examples of Personalization Units
Overlay CTA Embedded Recommendations Sliders
Surveys Remarketing
Content Hubs
47
Other Personalization Tools and
Platforms to Consider
48
Other Personalization Tools
a) Entry Level Popups
b) Content Hubs for Sales Development
c) Identity-based (ABM) pop ups
49
Thank You!
Learn more on how to uncover & improve your
customers’ digital journey at Trendemon.com

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TLDW - Key Slides, stats and takeaways from our 2020-21 Personalization Webinars

  • 1. TLDW Highlights from our 2020-2021 webinars
  • 2. 2 Topics 1) About this Deck 2) How the B2B journey changed in 2020? 3) How Tenable does ABM? 4) How AudioCodes engages different personas? 5) Benchmarks for Website Personalization Units 6) About Trendemon and other alternatives for personalization
  • 3. 3 What’s This Deck About? We realize that not everyone has the time to sit through a full webinar or even watch a recording so we thought it could be helpful to summarize the main points from our past few webinars. The first part discusses general trends and stats we see in our data regarding the B2B journey. In the second we share some insights from Tenable and AudioCodes - how they engage and enable their buyers across the entire journey, which tools and methodologies they use. The last part explores some personalization stats, benchmarks and tools to consider. Enjoy!
  • 4. 4 The New B2B Buyer’s Journey
  • 5. 5 The External, Unknown and Known Stages of the B2B Journey Known contact 20% 4-7 reads Anonymous Research on your site 45% 10-15 reads External Exposure & Research 35% 8-12 exposures Engagement - Establish Need Education - Establish Expertise Exposure - Establish Trust visits website signs up
  • 6. 6 Meet your new B2B Buyer 78% of Gen-xers to Millenials won’t fill a form to get information via business-review survey
  • 7. 7
  • 8. 8 Meet your new B2B Buyer Via Forrester
  • 9. 9 Impact of COVID-19 on attention and digital transformation
  • 10. 10 Speed & Depth of Change credit: chiefmartec
  • 11. 11 Speed & Depth of Change
  • 12. 12 B2B Customer Journeys trends in 2020 Content Impact on Deep Goals 45% increase of content participation in journeys which reached a sales goal
  • 14. 14 How Marketing Changed? Content as mid-funnel Conferences & Campaigns Content (Mailing lists) Meetings Awareness Nurture Closing Stage: Activities & Platforms: Medium: Mixed Online Offline
  • 15. 15 How Marketing Changed? Content as all-funnel Campaigns & Content Emails + Content / Zooms Awareness Nurture Closing Stage: Activities & Platforms: Medium: Online Online Online (Mailing lists) Content
  • 16. 16 How Marketing Orgs are Adapting? Changes in offerings, Change in priorities. credit: viola survey
  • 18. Personalization Levels 18 WHO? GEO, LANGUAGE WHEN/WHERE? BEHAVIOR, PAGE VISITS, READ TIME ATTRIBUTION? WHAT ARE THEY CONSUMING ACCOUNT / INDUSTRY ULTIMATE PERSONALIZATION
  • 19. 19 DIGITAL CAMPAIGNS – Retargeting, ABM, Paid Social CRM – Feeds into sales, gets intent data PERSONALIZATION TOOL – CTAs, Analytics, Intent MARKETING AUTOMATION – provides data on the lead lifecycle status. eMail marketing/ nurture CONVERSATIONAL TOOL ABM TOOL – Intent data CONTENT CONSUMPTION TOOL
  • 20. 20 DIGITAL CAMPAIGNS – Retargeting, ABM, Paid Social CRM – Feeds into sales, gets intent data PERSONALIZATION TOOL – CTAs, Analytics, Intent MARKETING AUTOMATION – provides data on the lead lifecycle status. eMail marketing/ nurture CONVERSATIONAL TOOL ABM TOOL – Intent data CONTENT CONSUMPTION TOOL
  • 21. Why Personalization at Tenable 21 Personas Large product offering with different buyer personas Sale Cycle Different sale cycle for each product Needs/Requirements Consuming different material based on interests or needs Global Global market, localization, languages
  • 22. 22 How AudioCodes engages different personas?
  • 23. AudioCodes Overview AudioCodes is a leading provider of advanced communications software, products and productivity solutions for the digital workplace • Over 50 different products and solutions • Solutions for SMB, Enterprises, partners and service providers • Target Users range from IT managers to CTO, CEO, Project Managers • Hardware and software solutions
  • 24. Challenges in B2B marketing in Tech • Long conversion cycle – lead will be visiting your site several times before ready to convert • Extensive portfolio of product and solution offerings • Different types of customers – partners/end customers • Every user is at a different stage of their buyer journey • Several roles for each purchase cycle – User, decision maker etc., How do you make sure each user goes where he needs?
  • 25. Unknown User Vertical A Specific Interest Customer Type Industry Type Vertical B Specific Interest Using MarTech to Generate Knowledge and Separate the verticals and customer types into segments
  • 26. Understanding the user before you even know who they are
  • 27. Unknown User • Only have visit history from analytics New User • Has done minor actions on website Interested Prospect • Shown interest over time • Fits the ideal persona Hot Lead • Shown a lot of interest • Has been very active especially in last couple of months Creating scoring thresholds for each segment Scoring Buckets
  • 28. Creating personalized funnels and nurture tracks for each scoring segment ABM Monitoring Email Campaigns Personalize d CTAs Sponsored ads retargeting
  • 29. Example of a successful user journey User Identified By ABM List Personalized CTA/pop-up for their account Converting to Known by form submission Entered into Segment by industry/size/customer type/vertical Entered into designated scoring list Updated CTAs depending on actions Retargeting By sponsored ads Email nurture track “Raised Hand” to go to sales by either form submission or talk to an expert CTA Continued data being fed to sales about the actions on the website
  • 30. What we learned • Keep it simple • Start small • Personalize where it is important • Put the user first – Make it easy for them to get to know you • There are many paths toward a conversion • Know when to stop
  • 31. 31 1) SIMPLE = MANAGEABLE 2) First, work on improving the basic experience on your assets: a) Clearly defined goals on your site. b) Proper Digital Experience. c) Enough Resources. d) Easy access to resources. 3) Don’t “force users’ hands”, let them raise them. 4) Make strategic use of gated content/forms (too many will lock your customers out). 5) Start with one core segment you want to optimize their flow. Takeaways - For the early marketing operations:
  • 32. 32 1) Marketing as an enabler for the sales process 2) Moving from Marketing Operations to Revenue Operations 3) Connecting Buckets to Pools 4) Ask your audience (surveys, chats), who they are, what they’d like to know. Takeaways - For the intermediate/advanced marketing operations:
  • 33. 33 The Process we see work Buckets (Audiences) Product/Persona A Product/Persona B Product/Persona C Pools (Content and Stage) Assets for Persona A Assets for Persona B Assets for Persona C Landing Nurture Conversion Ensure easy access between assets within the pool
  • 35. 35 1) Most successful (=highest CTR) companies run 10 or more personalization campaigns on their site. 2) The best CTR forms (over 2%) have 1 field 3) Highest CTR campaigns have double triggers (scroll & exit/time) 4) Content Hubs can reach double digit CTRs! 5) Surveys are great ways to find target personas and are highly engaging. Personalization Stats & Benchmarks
  • 36. 36 The link between attention and personalization
  • 37. 37 3-5% CTR CTR of Personalized Recommendation Units
  • 38. 38 8%-15% CTR CTR of Personalized Content Hubs
  • 41. Reducing Friction in your Buyer Journeys Selected Customers G2 High Performer in Personalization Engines Get a Demo (source: G2)
  • 42. homepage product page MQL >> SQL >> WON What companies typically see October 22 2020 Desktop Google Organic What actually happened October 20 2020 Mobile LinkedIn September 29 2020 Desktop Remarketing PPC June 4 2020 Desktop ABM Campaign August 15 2020 Mobile Direct read post watched video read product page User Journey Starts Here The Customer Journey is Online Entire Journey Last Session
  • 43. Identity Data Journey & Experience Attribution-based Personalization Platform Asset Attribution NATIV - Journey Personalization Engine 1:1 Personalization at Scale Show the right person, the right asset for their specific stage. Trendemon Insights Processing Engine Output
  • 44. How We Stack Up? TrenDemon’s position in typical customers’ stacks
  • 46. Examples of Personalization Units Overlay CTA Embedded Recommendations Sliders Surveys Remarketing Content Hubs
  • 47. 47 Other Personalization Tools and Platforms to Consider
  • 48. 48 Other Personalization Tools a) Entry Level Popups b) Content Hubs for Sales Development c) Identity-based (ABM) pop ups
  • 49. 49 Thank You! Learn more on how to uncover & improve your customers’ digital journey at Trendemon.com