Have you noticed that when it’s time to make decisions about your B2B website, suddenly, everyone is an “expert”? Have you noticed that when it’s time to make decisions about your B2B website, suddenly, everyone is an “expert”? In fact, we’re willing to guess you get a pretty wide range of feedback, from the useful to the flat out bizarre. When we build out our roadmaps, we often wind up settling with majority rule, or even the HiPPO (Highest Paid Person’s Opinion). How can you be sure you are making the right choices? There are very few times when it’s OK to use opinions as criteria for making website decisions. Modern web tools allow us to hypothesize, test and iterate until we know we’ve got it right. In this webinar, you’ll learn how to: Set measurable business goals for your website Create strategies to accomplish these goals Use analytics to validate your roadmap, and prioritize your spend and milestones Define five KPIs to assure that you are on track

1. BUILDING A
DATA-DRIVEN
WEBSITE

2. Jim Hopkins
Senior Manager, Product Marketing
Demandbase
@jimbohops
https://www.linkedin.com/in/jimbohops
Leah Allen
Web Director
Demandbase
@Demandbase
#b2bmarketing

3. Confidential | © Demandbase 2014 All rights reserved.
5 Steps to building a data-driven website
Define
Business Goals
Unlock your Valuable
Data Sources (ABM)
Simplify Analysis:
Attract, Engage, Convert
Take Action Measure Success,
Optimize, Iterate

4. Confidential | © Demandbase 2014 All rights reserved.
What are your website goals/priorities?
• Generate leads/conversions
• Education of prospects
• Partnering/Investing
• Reduce support costs
• Branding/Awareness
• Ecommerce
• Hiring/attracting candidates
What else…?

5. Confidential | © Demandbase 2014 All rights reserved.
Where are you?

6. Confidential | © Demandbase 2014 All rights reserved.
There’s a lot of data

7. Confidential | © Demandbase 2014 All rights reserved.
Don’t just drive in the quantitative lane
• Key Insights from Google Analytics
• Industry Research
• Competitive Research
• Stakeholder Interviews
• Sales Calls
• Customer Interviews
• Customer Survey through NPS
• Job Candidate Survey
• Best Practices for UI / Heuristic Review
• Critical Review of the Website Today
• SEO Audit

8. Confidential | © Demandbase 2014 All rights reserved.
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
The website has many
marketing functions
Content
Mktg.
Lead
Gen.
Social
Media
Ads
CRM

9. Confidential | © Demandbase 2014 All rights reserved.
The data you really need

10. Confidential | © Demandbase 2014 All rights reserved.
Account-based is best for B2B
It Supports The Sales Reality
It Helps Focus On The
Best Growth Opportunities
It Delivers Optimal,
Customer-Centric
Experiences

11. Confidential | © Demandbase 2014 All rights reserved.
Attract, Engage, Convert
Website
Goals
Content
Visitor
SegmentsENGAGE CONVERT
ATTRACT
$

12. Confidential | © Demandbase 2014 All rights reserved.
Attract
• Who is coming to the site?
• How are they getting there?
• Focus on key segments:
• Visitor Composition
• Traffic Sources
• Campaign Attribution

13. Confidential | © Demandbase 2014 All rights reserved.
Attract - Visitor Comp. by Industry
4%
4%
2%
2%
1%
1%
1%
1%
1% Consumer Services
Business Services
Financial
Insurance
Healthcare
Entertainment
Law Firms
Manufacturing
Retail
Non-Company
83%
Company
17%
% OF TOTAL UNIQUE VISITORS

14. Confidential | © Demandbase 2014 All rights reserved.
Attract - Traffic Source by Channel
0
50,000
100,000
150,000
200,000
250,000
300,000
Organic Direct Paid Referral Social Other
Non-Company
Company
WEBSITEVISITS

15. Confidential | © Demandbase 2014 All rights reserved.
Engage
• What are key segments doing?
• Are they getting to content created for them?
• Time-on-site (key segments)
• Pageviews/visit/visitor (key segments)
• Simplify using Content Groups/Sections
• Higher engagement = higher conversions?
• Engagement as a buying signal
• Test copy & design/experience

16. Confidential | © Demandbase 2014 All rights reserved.
Engage - Time on Site by Industry
10% 7% 4%
7%
4%
14%
3%
34%
19%
38% 32%
21%
32%
22%
56%
74%
57%
61%
75%
55%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business
Services
Energy Financial Healthcare Insurance Law Firms Life
Sciences
Content A
Content B
Content C

17. Confidential | © Demandbase 2014 All rights reserved.
Convert
• What is a conversion?
• Are key segments completing goals?
• Goals by audience/segment
• Goal start vs. goal complete
• Design, A/B Testing, Optimization

18. Confidential | © Demandbase 2014 All rights reserved.
Convert - Conversion Rate by Size
0%
10%
20%
30%
40%
50%
60%
100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+
EMPLOYEES

19. Confidential | © Demandbase 2014 All rights reserved.
Measure and connect the journey
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
Content
Mktg.
Lead
Gen.
Social
Media
Ads CRM
ANALYTICS W/ ACCOUNT-BASED IDENTITY

20. Confidential | © Demandbase 2014 All rights reserved.
5 Steps to building a data-driven website
Define
Business Goals
Unlock your Valuable
Data Sources (ABM)
Simplify Analysis:
Attract, Engage, Convert
Take Action Measure Success,
Optimize, Iterate

21. Jim Hopkins
Senior Manager, Product Marketing
Demandbase
@jimbohops
https://www.linkedin.com/in/jimbohops
Leah Allen
Web Director
Demandbase
@Demandbase
#b2bmarketing
Q&A

22. B2B Data-Driven Marketer Forum
http://www.linkedin.com/groups/B2B-DataDriven-Marketer-Forum-663805
Discuss best practices and
emerging trends in analytics.
Ask tough questions, get
actionable answers, and learn
how to use analytics to improve
and shape your organization's
marketing strategy.