Welcome
• 8:30-9:00 Breakfast
• 9:00-9:45 Mathew Sweezey – Manager,
Marketing Research & Education
• 9:45-10:30 Chris Gole...
State of
Demand
2013
EMAIL MARKETING
LEAD NURTURING
CONTENT MARKETING
DEMAND GENERATION
INBOUND MARKETING
Overview
Research on
Consumers
Current State1:
Research on
Companies2:
3:
STATE OF DEMAND/OVERVIEW/2013
STATE OF DEMAND/INTRO/2013
- Mathew “Sweezey”
@msweezey
STATS
2013
CONTENT
CONSUMER BEHAVIOR
SETH GODIN
SUPPLY AND DEMAND
INCREASE IN CHANNELS
STATE OF DEMAND/STATS/2013
NASA
MORE
POWER IN
A GOOGLE
SEARCH, T
HAN ALL OF
NASA HAD
IN TO PUT A
MAN ON
THE MOON
@msweezey
STATE OF DEMAND/STATS/2013
Attention
Span
seconds
@msweezey
STATE OF DEMAND/STATS/2013
Consumer
Executive
Board
@msweezey
CONTENT
CONTENT
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
Current
Best Content Marketing
is king in the age
of the internet
STATE OF DEMAND/STATS/2013
1960
5 marketing
Channels
2013
60+
marketing
Channels2020
100’s of
marketing
Channels
Print
Rad...
Current
Best Having strategies
which reach
across multiple
mediums.
STATE OF DEMAND/STATS/2013
294 Billion
Emails
2 Million
Blog Posts
250 Million
Photos
PER
DAY
RELEVANT
ENGAGING
STATE OF DEMAND/STATS/2013
-Jay Baer (2012)
Current
Best Relevance is the
name of the
content marketing
game
SHORT
FORMS
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
Current
Best Use forms to
protect your
content
TRACK
P E O P L
E
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
STATE OF DEMAND/CONSUMERS/SURVEY
Prospects
Marketer
STATE OF DEMAND/CONSUMERS/SURVEY
Prospects
Marketer
Read 50
pages, and
downloaded a
white paper
Read 3
pages, and
download...
Current
Best Track individuals
with Marketing
Automation to be
relevant on a 1-1
basis
STATE OF DEMAND/STATS/2013
1960
5 marketing
Channels
2013
60+ marketing
Channels
Content
Convert using
forms
Inboundsearch...
COMP
ANIES
2013
FORTUNE 500
MID MARKET
SMB
FASTEST GROWING
STATE OF DEMAND/COMPANIES/FOURTUNE-500
500
Fortune
STATE OF DEMAND/COMPANIES/FOURTUNE-500
Enterprise
STATE OF DEMAND/COMPANIES/MID-MARKET
MidMark
MidMarket
STATE OF DEMAND/COMPANIES/MID-MARKET
STATE OF DEMAND/COMPANIES/SMB
Small
Busines
STATE OF DEMAND/COMPANIES/SMB
Small
Business
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
Sales+
Marketing +
Technology =
Winner
STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Companies
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$...
STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Companies
1000’s1-100
SaaS
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
BestPractices
Forms
Marketing
Automation
Best Practices
Enterprise
MidMarket
SmallBusinesses
STATE OF DEMAND/COMPANIES/OVE...
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
CONS
UMER
2013
RESEARCH CYCLE
LEGNTH OF CONTENT
EMAIL
WANTS
NEEDS
Prospects
400
STATE OF DEMAND/CONSUMERS/SURVEY
How do
you
engage?
STATE OF DEMAND/CONSUMERS/SURVEY
ResearchofPurchase
Of survey
respondents
start their
searches on
Google.
96%
STATE OF DEMAND/CONSUMERS/SURVEY
ResearchofPurchase
Agree: “As my search
deepens on a subject, my
search terms usually
bec...
STATE OF DEMAND/CONSUMERS/SURVEY
76% go back
to Google
ContentEngagement
times to
research a
purchase
Life
Cycle Understanding
how consumers
find information to
make informed
decisions
STATE OF DEMAND/CONSUMERS/SURVEY
DiagramofResearch
STATE OF DEMAND/CONSUMERS/SURVEY
Higher Price = More Stages of Research
ContentEngagement
91%Agree: Price and Amount of
re...
Research Understanding
how consumers
gather
information to
make informed
decisions
STATE OF DEMAND/CONSUMERS/SURVEY
Of survey respondents
said they want different
content at each stage
of research.
77%Cont...
STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
New
Best Understand
“RESEARCH”
and creating
content to support
your lifecycle
ContentEngagement
STATE OF DEMAND/CONSUMERS/SURVEY
Batc
hResear
ch
Consumers goal is to obtain
enough information to make ...
New
Best Understand
“Casual Reading ”
and creating
content to support
rapport building
and SEO
STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be
less than 5 pages.
Only 1.7% would prefer
more than 5 pages.
71%Cont...
Email
Nurturing Understanding
how consumers
engage with
disruptive
marketing
STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Copy
EmailNurturing
STATE OF DEMAND/CONSUMERS/SURVEY
Subject
Copy
CTA
STATE OF DEMAND/CONSUMERS/SURVEY
2
BestPractices
SubjectLines
1 3
STATE OF DEMAND/CONSUMERS/SURVEY
Research
BestPractices
Content
New
Best Understand
Secondary CTA’s
to help move people
through the stages
STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content John,
Here is an case study from Comscore
showing how they changed ...
STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
Blog
Articles
Industry
Blogs
-Any content
about how to
do their job...
STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
New
Best
STATE OF DEMAND/CONSUMERS/SURVEY
Marketing Innovation for B2B
August, 2013
Chris Golec
Founder & CEO
Demandbase, Inc.
Slide 65Confidential | © Demandbase 2013 All rights reserved.
Innovation
Slide 66Confidential | © Demandbase 2013 All rights reserved.
Marketing Innovation
 Challenges Facing B2B Marketers
 The...
Online advertising challenges for B2B…
• 99.9% of ad impressions do not yield a click. “You are more
likely to survive a p...
Web site engagement and conversion
challenges for B2B…
• 85% of the visitor to your web traffic are not from potential
cus...
Slide 69Confidential | © Demandbase 2013 All rights reserved.
Evolution of Online Marketing
Web Site
Traffic
Social
Age of...
”All Marketing is more effective when
you know who you are talking to”
-- Shantanu Narayan, CEO Adobe
Slide 71Confidential | © Demandbase 2013 All rights reserved.
Impact of Personalization
Amazon.com
Personalized
experience...
Slide 72Confidential | © Demandbase 2013 All rights reserved.
B2B is Completely Different than B2C
Cookies used for consum...
Slide 73Confidential | © Demandbase 2013 All rights reserved.
Targeting Accounts is Not Easy!
3% 0.3% 0.03%
Most B2B compa...
Slide 74Confidential | © Demandbase 2013 All rights reserved.
Reality of B2B Web Site Traffic
15% Web Visitors from
Target...
Slide 75Confidential | © Demandbase 2013 All rights reserved.
Target Account Marketing Example
Large Enterprise Targeting
...
Slide 76Confidential | © Demandbase 2013 All rights reserved.
But Buyers Do Not Want to Talk … yet!
First Visit Hand-Raise...
Slide 77Confidential | © Demandbase 2013 All rights reserved.
Identifying Lost Opportunities
Target
Account*
Home Page
Vis...
Slide 78Confidential | © Demandbase 2013 All rights reserved.
Remember Buyers Are Often Dishonest
Slide 79Confidential | © Demandbase 2013 All rights reserved.
Cookies Growing More Ineffective
Alarming Stats About Cookie...
Slide 80Confidential | © Demandbase 2013 All rights reserved.
Market Trend Summary
1) Web Sites are becoming a platform fo...
Available Technologies
Slide 81Confidential | Copyright Demandbase, 2013
Slide 82Confidential | © Demandbase 2013 All rights reserved.
Forrester: It’s not a straight pipe
http://blogs.forrester.c...
Slide 83Confidential | © Demandbase 2013 All rights reserved.
The Marketing Stack Simplified
Advertising
Web Site
Optimiza...
Slide 84Confidential | © Demandbase 2013 All rights reserved.
Advertising Technologies
Slide 85Confidential | © Demandbase 2013 All rights reserved.
Web Site Optimization Technologies
Adobe®
Target
Adobe®
Expe...
Slide 86Confidential | © Demandbase 2013 All rights reserved.
B2B Marketing Platforms – Big Guys
Slide 87Confidential | © Demandbase 2013 All rights reserved.
Marketing Tools vs. Marketing Platform
Email Events
Display
...
Slide 88Confidential | © Demandbase 2013 All rights reserved.
Marketing Automation + CRM
White
Paper
Webinar Web Visit Ana...
Slide 89Confidential | © Demandbase 2013 All rights reserved.
Advertising + Web Analytics
B2B advertising success
measurem...
Slide 90Confidential | © Demandbase 2013 All rights reserved.
////////////////////////////////////////////////////////////...
Customer Lifecycle
Slide 91Confidential | Copyright Demandbase, 2013
Slide 92Confidential | © Demandbase 2013 All rights reserved.
Who
What do I
know
What do I
show
Did it work
Begin with a S...
Slide 93Confidential | © Demandbase 2013 All rights reserved.
Apply to Audiences
 Target Companies
Most Likely to Buy
 B...
Demandbase Example
Strategy Used for Targeting Only 50
Companies
Slide 94Confidential | Copyright Demandbase, 2013
Slide 95Confidential | © Demandbase 2013 All rights reserved.
Demandbase targeted
select venture capital
firms with a pers...
Slide 96Confidential | © Demandbase 2013 All rights reserved.
Real-time display of
Scale’s Ventures
web site image on
the ...
Slide 97Confidential | © Demandbase 2013 All rights reserved.
Cumulative
Web Site
Activity
(Page Views)
Monitored the “Pul...
Slide 98Confidential | © Demandbase 2013 All rights reserved.
Summary of Key Points
1) The Web Site is 10X more critical t...
WHAT WOULD YOU DO DIFFERENTLY
IF YOU KNEW THE COMPANY OR CUSTOMER
THAT WAS ABOUT TO VISIT YOUR WEB SITE?
Slide 99Confident...
Marketing Innovation for B2B
August, 2013
Chris Golec
Founder & CEO
Demandbase, Inc.
chris@demandbase.com
Thank You!
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2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase

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ExactTarget and Demandbase have stopped in multiple cities across the country to talk about the latest trends in Customer Lifecycle Marketing. In short, you need to be relevant to your audience to make your marketing effective.

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  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • How do we use them? To figure out these best practices I took an unconviential approach. I asked people. If you ask marketers what they focus on, you’re likely to get their idea, and not the correct answer. You have to go to the source, and figure it out. Best practices are figured out, so lets figure them out.
  • 2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris Golec, Demandbase

    1. 1. Welcome • 8:30-9:00 Breakfast • 9:00-9:45 Mathew Sweezey – Manager, Marketing Research & Education • 9:45-10:30 Chris Golec – CEO, Demandbase • 10:30-11:00 Q&A
    2. 2. State of Demand 2013 EMAIL MARKETING LEAD NURTURING CONTENT MARKETING DEMAND GENERATION INBOUND MARKETING
    3. 3. Overview Research on Consumers Current State1: Research on Companies2: 3: STATE OF DEMAND/OVERVIEW/2013
    4. 4. STATE OF DEMAND/INTRO/2013 - Mathew “Sweezey” @msweezey
    5. 5. STATS 2013 CONTENT CONSUMER BEHAVIOR SETH GODIN SUPPLY AND DEMAND INCREASE IN CHANNELS
    6. 6. STATE OF DEMAND/STATS/2013 NASA MORE POWER IN A GOOGLE SEARCH, T HAN ALL OF NASA HAD IN TO PUT A MAN ON THE MOON @msweezey
    7. 7. STATE OF DEMAND/STATS/2013 Attention Span seconds @msweezey
    8. 8. STATE OF DEMAND/STATS/2013 Consumer Executive Board @msweezey
    9. 9. CONTENT CONTENT STATE OF DEMAND/STATS/2013 - Seth Godin (1999)
    10. 10. Current Best Content Marketing is king in the age of the internet
    11. 11. STATE OF DEMAND/STATS/2013 1960 5 marketing Channels 2013 60+ marketing Channels2020 100’s of marketing Channels Print Radio Television DirectMail Fax Telemarketin g Internet Email Facebook
    12. 12. Current Best Having strategies which reach across multiple mediums.
    13. 13. STATE OF DEMAND/STATS/2013 294 Billion Emails 2 Million Blog Posts 250 Million Photos PER DAY
    14. 14. RELEVANT ENGAGING STATE OF DEMAND/STATS/2013 -Jay Baer (2012)
    15. 15. Current Best Relevance is the name of the content marketing game
    16. 16. SHORT FORMS STATE OF DEMAND/STATS/2013 - Seth Godin (1999)
    17. 17. Current Best Use forms to protect your content
    18. 18. TRACK P E O P L E STATE OF DEMAND/STATS/2013 - Seth Godin (1999)
    19. 19. STATE OF DEMAND/CONSUMERS/SURVEY Prospects Marketer
    20. 20. STATE OF DEMAND/CONSUMERS/SURVEY Prospects Marketer Read 50 pages, and downloaded a white paper Read 3 pages, and downloaded a white paper Has not done anything in 60 days Read 3 pages, and downloaded a white paper
    21. 21. Current Best Track individuals with Marketing Automation to be relevant on a 1-1 basis
    22. 22. STATE OF DEMAND/STATS/2013 1960 5 marketing Channels 2013 60+ marketing Channels Content Convert using forms Inboundsearch Tools Strategy Who’s doing it Best? Relevance
    23. 23. COMP ANIES 2013 FORTUNE 500 MID MARKET SMB FASTEST GROWING
    24. 24. STATE OF DEMAND/COMPANIES/FOURTUNE-500 500 Fortune
    25. 25. STATE OF DEMAND/COMPANIES/FOURTUNE-500 Enterprise
    26. 26. STATE OF DEMAND/COMPANIES/MID-MARKET MidMark
    27. 27. MidMarket STATE OF DEMAND/COMPANIES/MID-MARKET
    28. 28. STATE OF DEMAND/COMPANIES/SMB Small Busines
    29. 29. STATE OF DEMAND/COMPANIES/SMB Small Business
    30. 30. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
    31. 31. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies Sales+ Marketing + Technology = Winner
    32. 32. STATE OF DEMAND/COMPANIES/FOURTUNE-500 SaaS Companies $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$ $$$$ $$$ SaaS
    33. 33. STATE OF DEMAND/COMPANIES/FOURTUNE-500 SaaS Companies 1000’s1-100 SaaS
    34. 34. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
    35. 35. BestPractices Forms Marketing Automation Best Practices Enterprise MidMarket SmallBusinesses STATE OF DEMAND/COMPANIES/OVERVIEW SaaS SaaS SaaS
    36. 36. STATE OF DEMAND/COMPANIES/SAAS SaaS Companies
    37. 37. CONS UMER 2013 RESEARCH CYCLE LEGNTH OF CONTENT EMAIL WANTS NEEDS
    38. 38. Prospects 400
    39. 39. STATE OF DEMAND/CONSUMERS/SURVEY How do you engage?
    40. 40. STATE OF DEMAND/CONSUMERS/SURVEY ResearchofPurchase Of survey respondents start their searches on Google. 96%
    41. 41. STATE OF DEMAND/CONSUMERS/SURVEY ResearchofPurchase Agree: “As my search deepens on a subject, my search terms usually become more refined as well.” 99%
    42. 42. STATE OF DEMAND/CONSUMERS/SURVEY 76% go back to Google ContentEngagement times to research a purchase
    43. 43. Life Cycle Understanding how consumers find information to make informed decisions
    44. 44. STATE OF DEMAND/CONSUMERS/SURVEY DiagramofResearch
    45. 45. STATE OF DEMAND/CONSUMERS/SURVEY Higher Price = More Stages of Research ContentEngagement 91%Agree: Price and Amount of research are directly correlated.
    46. 46. Research Understanding how consumers gather information to make informed decisions
    47. 47. STATE OF DEMAND/CONSUMERS/SURVEY Of survey respondents said they want different content at each stage of research. 77%ContentEngagement
    48. 48. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content
    49. 49. New Best Understand “RESEARCH” and creating content to support your lifecycle
    50. 50. ContentEngagement STATE OF DEMAND/CONSUMERS/SURVEY Batc hResear ch Consumers goal is to obtain enough information to make an informed decision. Multiple documents at one time.
    51. 51. New Best Understand “Casual Reading ” and creating content to support rapport building and SEO
    52. 52. STATE OF DEMAND/CONSUMERS/SURVEY Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages. 71%ContentEngagement
    53. 53. Email Nurturing Understanding how consumers engage with disruptive marketing
    54. 54. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Copy
    55. 55. EmailNurturing STATE OF DEMAND/CONSUMERS/SURVEY Subject Copy CTA
    56. 56. STATE OF DEMAND/CONSUMERS/SURVEY 2 BestPractices SubjectLines 1 3
    57. 57. STATE OF DEMAND/CONSUMERS/SURVEY Research BestPractices Content
    58. 58. New Best Understand Secondary CTA’s to help move people through the stages
    59. 59. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content John, Here is an case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it. Or if you’d here is a worksheet they used to help them start on their process. Best, Mathew Sweezey 2 3
    60. 60. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content Blog Articles Industry Blogs -Any content about how to do their job better Case Study Video Interviews -Any content about how others benefited Buyers Guide Comparisons Sales Sheets -Any content about why you are the best choice
    61. 61. STATE OF DEMAND/CONSUMERS/SURVEY BestPractices Content
    62. 62. New Best
    63. 63. STATE OF DEMAND/CONSUMERS/SURVEY
    64. 64. Marketing Innovation for B2B August, 2013 Chris Golec Founder & CEO Demandbase, Inc.
    65. 65. Slide 65Confidential | © Demandbase 2013 All rights reserved. Innovation
    66. 66. Slide 66Confidential | © Demandbase 2013 All rights reserved. Marketing Innovation  Challenges Facing B2B Marketers  The Next Generation of Digital Marketing  Technology Landscape  Customer Lifecycle Strategy  5 Key Take-away’s
    67. 67. Online advertising challenges for B2B… • 99.9% of ad impressions do not yield a click. “You are more likely to survive a plane crash than click on a display ad” • 90% of web traffic on industry web sites is often not from the industry nor your target customers • 50% of the ads served through the major ad exchanges are never technically “viewed” by anyone
    68. 68. Web site engagement and conversion challenges for B2B… • 85% of the visitor to your web traffic are not from potential customers • 70% of visitors will leave in less than 5 seconds • Less than 10% of web visitors will find their industry- specific web content on your site • 98% of people ignore Call-to-Actions
    69. 69. Slide 69Confidential | © Demandbase 2013 All rights reserved. Evolution of Online Marketing Web Site Traffic Social Age of the Customer 1995 2000 2010 2015  HTML generators  Keyword tools  Email  Display Ads  SEO  Paid search  List providers  Content syndication  Landing page tools  Web analytics  Communities  Social Networks  Blogs  Sharing tools  Social analytics  Following  Chat  Personalization  A/B Optimization  Targeted advertising  Marketing automation  Attribution  Customer analytics  Predictive modeling  RTB on Ad Exchanges  Content Marketing
    70. 70. ”All Marketing is more effective when you know who you are talking to” -- Shantanu Narayan, CEO Adobe
    71. 71. Slide 71Confidential | © Demandbase 2013 All rights reserved. Impact of Personalization Amazon.com Personalized experiences for millions of online buyers Multi-$ Billion Online Sales GE Capital Single experience for consumers, businesses, and their competitors 1 out of 200 people complete call-to-action Salesforce.com Dynamic experiences across business audiences 1 out of 6 people Complete call-to-action B2B
    72. 72. Slide 72Confidential | © Demandbase 2013 All rights reserved. B2B is Completely Different than B2C Cookies used for consumer personalization and ad targeting based on behavior US Businesses 200,000 >$10MM target market 10’s K Accounts In-market 100’s-1’s K Accounts B2B Account Targeting Business Attributes needed for account personalization and targeting 178,000,000 US Online Shoppers 178,000,000 target market 10’s MM In-market 10’s-100’s K B2C Consumer Targeting
    73. 73. Slide 73Confidential | © Demandbase 2013 All rights reserved. Targeting Accounts is Not Easy! 3% 0.3% 0.03% Most B2B companies target a very small audience Annual Revenue ($ 000)
    74. 74. Slide 74Confidential | © Demandbase 2013 All rights reserved. Reality of B2B Web Site Traffic 15% Web Visitors from Target Accounts 85% Web Visitors from People that Will Never Buy  Do not optimize for the average  Focus on customer traffic, not visitors  95% of your future revenue will come from less than 5% of your web site traffic.
    75. 75. Slide 75Confidential | © Demandbase 2013 All rights reserved. Target Account Marketing Example Large Enterprise Targeting 1,400 Named Accounts 10+ million web visits/months No Action Taken by Web Marketing Team Only 1% of Site Traffic from Named Accounts  Personalized content  Optimized offers  Offered proactive chat 3X More Leads from NA’s Every 38 seconds a Named Acct is on site
    76. 76. Slide 76Confidential | © Demandbase 2013 All rights reserved. But Buyers Do Not Want to Talk … yet! First Visit Hand-Raise Close Buying Cycle Sales Cycle • Problem Definition • Exploring Possible Solutions • Buyer Research • Making the decision • Justifying Decision • Pricing/Contract 67% of buying cycle complete before engage with Sales -- Sirius Decisions ONLINEENGAGEMENT ONLINEENGAGEMENT
    77. 77. Slide 77Confidential | © Demandbase 2013 All rights reserved. Identifying Lost Opportunities Target Account* Home Page Visits Corp Solutions Page Visits Landing Page. Visits Conversions 178 1 0 0 20 0 0 0 550 3 0 0 995 9 4 0 366 0 0 0 * Actual traffic data (1 month) for large tech company
    78. 78. Slide 78Confidential | © Demandbase 2013 All rights reserved. Remember Buyers Are Often Dishonest
    79. 79. Slide 79Confidential | © Demandbase 2013 All rights reserved. Cookies Growing More Ineffective Alarming Stats About Cookies Three in 10 users delete their cookies every month. (Comscore) 60 percent of survey respondents said they would want a Do Not Track law to prevent websites from collecting information about them. (Berkeley privacy study) There have been 200 million downloads of Ad Block Plus. (Mozilla) There are 15.8 million daily active users of Ad Block Plus (Mozilla) 89 percent of UK consumers thought the EU cookie law is a positive step. (Econsultancy) “3rd party cookies will be dead within the next few years” – Randall Rothenberg, CEO of Interactive Advertising Bureau (IAB) • 30% of people delete cookies monthly • Next gen browsers and DNT default setting • Account reach • Data normalization • Data quality
    80. 80. Slide 80Confidential | © Demandbase 2013 All rights reserved. Market Trend Summary 1) Web Sites are becoming a platform for customer engagement… no longer just online brochures. 2) To optimize for revenue, you have to understand what accounts, not visitors, are doing on your web site and more effectively engage them. 3) New technologies are being developed for B2B to take advantage of the changing buyer habits.
    81. 81. Available Technologies Slide 81Confidential | Copyright Demandbase, 2013
    82. 82. Slide 82Confidential | © Demandbase 2013 All rights reserved. Forrester: It’s not a straight pipe http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
    83. 83. Slide 83Confidential | © Demandbase 2013 All rights reserved. The Marketing Stack Simplified Advertising Web Site Optimization CRM
    84. 84. Slide 84Confidential | © Demandbase 2013 All rights reserved. Advertising Technologies
    85. 85. Slide 85Confidential | © Demandbase 2013 All rights reserved. Web Site Optimization Technologies Adobe® Target Adobe® Experience Manager Adobe® Analytics Content Management Content Targeting Mktg Automation Web Analytics Chat
    86. 86. Slide 86Confidential | © Demandbase 2013 All rights reserved. B2B Marketing Platforms – Big Guys
    87. 87. Slide 87Confidential | © Demandbase 2013 All rights reserved. Marketing Tools vs. Marketing Platform Email Events Display Advt’g CMS Direct Mail A/B Opt’n MAS Web Analytics Paid Search Rec Engines CRM Direct Mail Events Social Media Your marketing platform strategy will dictate selection of best of breed marketing tools… interconnected solutions deliver twice the value.
    88. 88. Slide 88Confidential | © Demandbase 2013 All rights reserved. Marketing Automation + CRM White Paper Webinar Web Visit Analyst Report HVC Page 2 3 2 4 2 1 1 2 0 0 0 0 3 2 2 3 4 7 6 4 Peggy Smith Senior Manager, Professional Services Carson Plastics Industrial, MA There’s something going on. We should call the top title. Not a role or a department we sell into. Reject. Bob Clark Director, Marketing Carson Plastics Manufacturing, CA I’ll call and leave a message after lunch…tomorrow. Joseph McLaren Manager, Sales Operations Carson Plastics Durable Goods, MA Looks interested, but sales isn’t who we sell into. Sales Reaction
    89. 89. Slide 89Confidential | © Demandbase 2013 All rights reserved. Advertising + Web Analytics B2B advertising success measurements will move away from CTR and Whitepaper downloads to Account Engagement and ultimately Sales Activity
    90. 90. Slide 90Confidential | © Demandbase 2013 All rights reserved. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Alert Alert Alert Online leads filled out Responded to internal campaigns and offers Viewed product pages Downloaded white papers Online leads filled out Viewed product pages Online leads filled out Viewed product pages Ex: Cisco case study: Website activity consistently predicts purchase – BOL analysis Jan „12 Web Analytics + CRM
    91. 91. Customer Lifecycle Slide 91Confidential | Copyright Demandbase, 2013
    92. 92. Slide 92Confidential | © Demandbase 2013 All rights reserved. Who What do I know What do I show Did it work Begin with a Single Account Methodology Company Identification Cisco Key Attributes: Standard/1st Party Enterprise, Software/tech, late-stage pipeline Decisioning & Personalization Serve Ad, Promote white paper, eliminate form, notify Sales rep Analytics, Segmentation, Modeling Conversion by industry, Engaged Accounts
    93. 93. Slide 93Confidential | © Demandbase 2013 All rights reserved. Apply to Audiences  Target Companies Most Likely to Buy  Build Brand w/ Established Accounts  Measure Results Based on Account Activity, not CTR  Personalize Experiences to Industry, Company Size  Remove Friction from Buyer Journey  Connect Site Activity w/ Sales/CRM  Eliminate Non-buyers from denominators  Treat Existing Customers Differently  Cross-Sell / Up Sell  Connect Site Activity w/ Account Mgmt
    94. 94. Demandbase Example Strategy Used for Targeting Only 50 Companies Slide 94Confidential | Copyright Demandbase, 2013
    95. 95. Slide 95Confidential | © Demandbase 2013 All rights reserved. Demandbase targeted select venture capital firms with a personalized display ad to build awareness and drive traffic to: www.demandbase.com Target Top 50 VC’s
    96. 96. Slide 96Confidential | © Demandbase 2013 All rights reserved. Real-time display of Scale’s Ventures web site image on the Demandbase web site Account-Based Personalization
    97. 97. Slide 97Confidential | © Demandbase 2013 All rights reserved. Cumulative Web Site Activity (Page Views) Monitored the “Pulse” of Each VC Term Sheets Received
    98. 98. Slide 98Confidential | © Demandbase 2013 All rights reserved. Summary of Key Points 1) The Web Site is 10X more critical than 10 yrs ago… think customer engagement platform 2) B2B marketing is different than B2C and requires different approaches and technologies 3) Buyer 2.0 will spend more time on site before engaging sales …. Pay special attention to this 5% 4) Think “Platform” vs. marketing tools and the interaction between solutions when developing your strategy 5) Start with a customer targeting and lifecycle strategy and continuously measure and test against this audience.
    99. 99. WHAT WOULD YOU DO DIFFERENTLY IF YOU KNEW THE COMPANY OR CUSTOMER THAT WAS ABOUT TO VISIT YOUR WEB SITE? Slide 99Confidential | Copyright Demandbase, 2013
    100. 100. Marketing Innovation for B2B August, 2013 Chris Golec Founder & CEO Demandbase, Inc. chris@demandbase.com Thank You!

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