The B2B Buyer Journey !
Involves Your Website!
Supplier website is #1 source of !
Information for B2B buying!
Buyersphere Report 2015!
Consensus Buying = Multiple Decision Makers!
Hidden inﬂuencer proﬁles!
“On average, 5.4 people need
to sign off on each purchase” !
“Making the Consensus Sale”!
Corporate Executive Board!
Increase Leads for !
Target Account Segments!
Client Example: Digium!
• VoIP business phone systems!
• Objective: Better quality lead capture
without sacriﬁcing quantity!
• Target prospects in 6 account segments
w/ relevant offer!
Campaign: Target unknown visitors with premium offer CTA personalized by industry !
- Targeted accounts get industry-speciﬁc offer, others are served generic offer!
- Personalized CTA out-perform default CTA by up to 105%!
Non-personalized! Professional Services! Education!
1.24% Conversion Rate!
Overall result: >30% growth for in-target leads
Personalization Campaigns = Results!
< 20% of web visitors
are in-target prospects!
All Web Visitors!
Key Takeaway: !
Focus on Target Account Segments!
What account(s) visiting your website?!
Are you targeting the 20% that matters?!
Upsell / X-sell to Existing Customers !
Complementary product offer CTA!
Client Example: WealthEngine!
• Wealth demographic data platform!
• 2015 Gartner Cool Vendor for Marketing!
• Objective: Increase x-sells to existing
• Solution: Targeting existing customers
with complementary product offer!
Customers Are a Strategic Account Segment !
“80% of future profits come from 20% of customers”
~ Gartner Group!
① Generate Leads by Focusing on Target Account Segments
② Drive Qualified Sales Conversations by Funnel Stage Targeting
③ Impact Revenue by Targeting Existing Customers as a
Strategic Account Segment
ABM on Web is Shortest Path to Value