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Creating an Analytics-Driven Advertising and Personalization Landing Page Optimization Plan

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Presentation shared at Marketing Innovation Summit for B2B.

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Creating an Analytics-Driven Advertising and Personalization Landing Page Optimization Plan

  1. 1. CREATING AN ANALYTICS-DRIVEN AD, PERSONALIZATION AND LPO PLAN MARKETING INNOVATION SUMMIT FOR B2B presented by #B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
  2. 2. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 AGENDA §  Goal and Objectives §  Definitions §  Segment Identifications §  3 pillars of optimizations §  Attraction opportunity §  Engagement opportunity §  Conversion opportunity §  Wrap up and Q&A
  3. 3. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 3 Goals and Objectives Data-driven strategies for: ACCOUNT-BASED ADVERTISING PERSONALIZATION LANDING PAGE OPTIMIZATION
  4. 4. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Landing pages §  Any page that a visitor can arrive or “land” on §  Stand alone page distinct from the main website §  Types of landing page §  Click Through landing page §  Lead generation landing page §  Hybrid
  5. 5. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 Conversions §  “The point at which a recipient of a marketing message performs a desired action.” §  Micro conversions: §  Video view, e-mail subscription, whitepaper download etc §  Macro conversions: §  Contact us form, Lead form etc
  6. 6. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 Three Pillars of B2B Analytics Website Goals Content Groups Visitor SegmentsENGAGE CONVERT ATTRACT
  7. 7. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 Segments connect the buyer journey CONVERT Advertising Analytics Content Management Marketing Automation CRM ENGAGEMEASUREATTRACT
  8. 8. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 8 What’s your funnel shape? ATTRACTION OPPORTUNITY ATTRACT ENGAGE CONVERT ATTRACT ENGAGE CONVERT ENGAGEMENT OPPORTUNITY ATTRACT CONVERT CONVERSION OPPORTUNITY ENGAGE
  9. 9. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 ATTRACTION OPPORTUNITY
  10. 10. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 Objectives §  Is my Target Segment coming to my website §  Investigation §  What percentage of overall traffic is company traffic? §  What percentage of those companies are companies on your watch list ( customer vs. partner vs prospects)? §  What attraction tactics are most effective for key segments you care about?
  11. 11. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 11 Configuration §  Do you have every page on your website tagged with analytics and Demandbase tags including campaign landing pages? §  Are you tagging links from your landing pages with campaign parameters?
  12. 12. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 Data Assembly §  Leverage analytics to identify companies currently active on your site §  Mine current customer composition §  Conduct a gap analysis
  13. 13. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 Visitor Gap Analysis 0% 2% 4% 6% 8% 10% 12% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Healthcare Technology Professional Services Education Finance Current Customers Active Companies
  14. 14. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 Analysis: Traffic Sources 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Paid Search Direct Organic Non Healthcare Companies Healthcare Companies
  15. 15. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Outcome: Attract your target audience ADVERTISING
  16. 16. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 What’s your funnel shape? ATTRACTION OPPORTUNITY ATTRACT ENGAGE CONVERT ENGAGE CONVERT ATTRACT ENGAGEMENT OPPORTUNITY ATTRACT CONVERT CONVERSION OPPORTUNITY ENGAGE
  17. 17. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 ENGAGEMENT OPPORTUNITY
  18. 18. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Objectives §  Why is my target segment not engaging with my website? §  Investigation §  Do I have content available for the segment? §  Am I exposing the content for my segment?
  19. 19. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 Configuration and Preparation §  Audit of content §  In-depth content taxonomy and analysis in “Analytics driven content strategy” §  Analysis by target segments
  20. 20. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 Content audit by Segment 0 50 100 150 200 250 Healthcare Higher Education Life Sciences Education and Government Financial Services Videos Case Studies Webinars Whitepapers
  21. 21. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 Content Available but not surfaced §  Classify content according to types §  Analyze site-wide content engagement §  Drill into sections for target segment
  22. 22. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 22 Configuration TAXONOMY DEFINITION Conversion Type Gated vs. Non-Gated Asset Industry Healthcare vs. Financial Audience Enterprise vs. SMB
  23. 23. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 Engagement by Asset
  24. 24. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 Analysis: Landing Pages 1 By segment 2 Identified 5 pages with the highest bounce rate: -  Landing Page -  Homepage -  Resource page -  Solution page
  25. 25. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 25 Engage your segment across the journey HOMEPAGE SOLUTION PAGE DETAIL PAGE ASSET PAGE
  26. 26. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 26 Engage your key segment
  27. 27. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 27 What’s your funnel shape? ATTRACTION OPPORTUNITY ATTRACT ENGAGE CONVERT ATTRACT ENGAGE CONVERT ENGAGEMENT OPPORTUNITY CONVERSION OPPORTUNITY ATTRACT CONVERT ENGAGE
  28. 28. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 28 CONVERSION OPPORTUNITY
  29. 29. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 29 Objectives §  Target segment aware and engaged, but not converting? §  Investigation §  Am I driving enough volume to form pages? §  What is my Form Abandonment?
  30. 30. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 30 Configuration §  Enable Form completion tracking §  Are you tagging links from your landing pages with campaign parameters? §  Do you have unique thank you pages for different forms? §  Do you have event tracking enabled so that you can track form abandonment?
  31. 31. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 31 Analysis: High Volume , Low Conversions 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0% 0 1,000 2,000 3,000 4,000 5,000 6,000 Contact Us White Papers Support Plans Best Practice Guides FAQs Technical Briefs Documentation Downloads Success Stories Instances Conversion Rate
  32. 32. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 32 Follow the clues to uncover insights
  33. 33. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 33 Drive Deeper Conversions ASSET PAGE
  34. 34. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 34 Optimization Road Map ATTRACT ENGAGE CONVERT MEASURE LIFT & ANALYTICS COURSE CORRECT RINSE & REPEAT
  35. 35. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 35 THANK YOU!

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