DemandBase - Knock Knock

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Knock, Knock - Who's There?

Overcoming lead conversion challenges for B2B Marketers:
Customers rely on your website as their primary interaction with you, but most B2B sites still force the visitor to do the work. See how leading B2B Marketers are using Real-time identification to dramatically improve engagement and conversion rates

Greg Ott, CMO, DemandBase

Published in: Technology, Business
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DemandBase - Knock Knock

  1. 1. Overcoming Lead Conversion Challenges for B2B Marketers …
  2. 2. What can you do to improve the effectiveness of every web visit? 2
  3. 3. Just because you can, doesn’t mean it is better for the customer 3
  4. 4. Just because you can, doesn’t mean it is better for the customer 4
  5. 5. Just because you can, doesn’t mean it is better for the customer 5
  6. 6. Just because you can, doesn’t mean it is better for the customer 6
  7. 7. Just because you can, doesn’t mean it is better for the customer 7
  8. 8. Just because you can, doesn’t mean it is better for the customer 8
  9. 9. Making hard for them to signal their interest 9
  10. 10. Making hard for them to signal their interest 10
  11. 11. Making hard for them to signal their interest 11
  12. 12. Making hard for them to signal their interest 12
  13. 13. Low  engagement…     –  But  serve  a  broad  audience   Low  conversion…   –  But  need  qualifica8on  data     A  lot  of  data…   –  But  need  ac8onable  metrics   13
  14. 14. What would you do differently if you knew the company that was ABOUT to visit your site? 14
  15. 15. 3  Steps  to  Drama8cally  Improve  ROI   1.     Customize  and  Personalize  Content   2.     Shorten  forms  without  losing  data   3.     Op8mize  for  your  most  valuable  visitors  
  16. 16. Content  for  Healthcare   Companies  
  17. 17. Content  for  Financial  Svs   Companies  
  18. 18. 18
  19. 19. Shorten  Forms   Dynamic  Sugges9ons  
  20. 20. 20
  21. 21. Inquiry  or  Lead User  Entered  Data   Automa9c   Addi9onal  Data     21
  22. 22. 3. Optimize on the Accounts That Matter
  23. 23. Real-time ID Service CONTACTS ANALYTICS Proprietary IP-Bus Data Business Resolution Platform (800 million) Internet Business Registry Crowd Sourced Contacts Web Traffic (3+ billion IP’s) IP Validation (30 million) (250 million/mo) 23
  24. 24. 7.0% 6.0% •  46% increase in conversion 5.0% rate 4.0% •  17% of ISP email addresses tied to target customers 3.0% 2.0% •  14% more real phone numbers 1.0% 0.0% Industry Average Crowd Science Demandbase baseline enabled Source: Crowd Science
  25. 25. With  Real-­‐8me  Iden8fica8on:   1.  Customize  and  Personalize   Content   2.  Shorten  forms  without  losing   data   3.  Op8mize  for  your  most   valuable  visitors   25
  26. 26. Learn More Day Customer Webinar: 10:00a PT October 27th Demandbase.com/day Stop by our booth! 26

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