Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cracking the Case On Context: Using Audience Insights to Build Web Experiences for Actual Humans

34 views

Published on

Access the full webcast here: https://dg-r.co/2L3VzE7

This session will emphasize that companies need a strategy for turning buyer insights into business outcomes and highlight how they can benefit from evidence-based segmentation for more targeted campaigns on the website and beyond. The session will break down specific use cases of how long-term personalization initiatives and investments are paying off, including:

• Identifying and engaging beyond account or industry;
• What your website visitors have been trying to tell you about their journey; and
• 3 simple but effective personalization programs for an audience centric website.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Cracking the Case On Context: Using Audience Insights to Build Web Experiences for Actual Humans

  1. 1. #bii18 Cracking the Case On Context: Using Audience Insights to Build Web Experiences for Actual Humans SPONSORED BY:
  2. 2. #bii18 Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists
  3. 3. February 25–27, 2019 SAVE THE DATE: Join Our B2BMXperts community: b2bmx.influitive.com/join/now Hyatt Regency, Scottsdale www.b2bmarketing.exchange
  4. 4. #bii18 #bii18 Prize Pack: Register & Attend to Win Join all our #bii18 sessions live for the best chance to win • $10 Starbucks gift cards - 1 winner per session • Free passes to #B2BMX - 1 winner per day • $500 Expedia gift card - 1 winner per series
  5. 5. How are we doing? #bii18 Questions, Tweets, Resources, Survey
  6. 6. #bii18 Speakers Sam Wettling Bound Andrew Gaffney Demand Gen Report
  7. 7. Cracking the Case on Context Using Audience Insights to Build Web Experiences for Actual Humans
  8. 8. Bound Senior Director Solution Consulting Interested in Buyer Insights Sam Wettling Software Industry Austin, TX
  9. 9. What You Will Learn “Best practice demand creation strategy that includes more personalized and customized messaging built on personas yields two times the average sales pipeline.” - SiriusDecisions IDENTIFY Identifying and engaging beyond account or industry LISTEN What your website visitors have been trying to tell you about their journey ACT Three simple but effective personalization programs for an audience-centric website
  10. 10. Identify Beyond Account & Industry
  11. 11. Buying groups are made of PEOPLE, not just accounts or industries ...and we must SEGMENT accordingly
  12. 12. Q: If you only know what ACCOUNT a visitor is from, what value can you provide your visitor? A: Only attention-grabbing, no value added without content
  13. 13. Q: If you only know what INDUSTRY a visitor is from, what value can you provide your visitor? A: Proof of fit within industry and this is important
  14. 14. Q: If you only know the PERSONA of a visitor, what value can you provide your visitor? A: Acknowledgement of their pain or need
  15. 15. Everyone Has a Journey Decision Maker Introduce product in context Invite to a demo Show buying guide Operations Non-decision maker Show infographic Invite to webinar Present a relevant case study Executives No involvement No involvement Show thought leadership Early Mid Late Segments
  16. 16. Your Visitors are HUMAN How do I know you can help someone LIKE ME? How can I mitigate the PERSONAL RISK of making this decision? (hint: you use content to instill confidence)
  17. 17. PEOPLE respond to different types of content at different times, including at least 3 or 4 pieces before speaking to you EARLY STAGE Infographics B2B media/news sites Podcasts E-books Industry newsletters/ publications MID STAGE Third-party reports Webinars Interactive content Case studies Blogs by thought leaders/analysts LATE STAGE ROI calculators Case studies Assessments Colleagues and peers Third-party/analyst reports Demand Gen Report - 2018 Content Preferences Survey Report
  18. 18. Percent of B2B buyers who want content tailored specifically to their... Demand Gen Report - 2017 Content Preferences Survey Report
  19. 19. Be thoughtful. Start broad. Automotive industry Mining industry IT decision maker IT intern French marketer American marketer Early stage buyer Late stage buyer SMB buyer Fortune 100 buyer Role Seniority Industry Company size Location Offsite intent Onsite intent Buying appetite
  20. 20. Listening to Your Visitors Data Insight Action
  21. 21. ANONYMOUS 95-97% of traffic KNOWN 3-5% of traffic Listen to Your Website ● What is the audience composition of your website? ● What interest and intent have your visitors demonstrated? ● What content on your site drives each segment to convert? ● When is each segment ready to convert? ● Which channel provides the most visitors in each target segment? ● What are key attributes of converting visitors? ● What type of content accelerates pipeline for each segment? ● What do customers want to know during onboarding?
  22. 22. Segment Engagement Engagement Visitors What groups are visiting your site in what volume? Which segment is most highly engaged? Are some audiences underserved? Are there audiences you didn’t know about?
  23. 23. Which group is converting at the highest rate? How are our key audiences converting? Who is most likely to consume the video? Segment Conversion Segment Visitors Submitted Contact Us Form Watched Overview Video Learning & Development 15,175 0.59% 0.53% Sales Ops/Enablement 6,895 0.44% 0.58% HR/Talent Management 3,611 1.94% 1.66% Marketing Leadership 1,032 0.97% 2.91% Sales Leadership 904 1.11% 2.22% C-Suite 41 0.00% 0.00%
  24. 24. Engagement by Visit When do key segments demonstrate the highest engagement? Are our key segments engaging at an acceptable rate? Visit 1 Visit 2 Visit 3+ Average Engagement 2.8 5.0 13.7 Learning & Development 2.3 4.1 14.8 Sales Ops/Enablement 1.6 4.3 20.3 HR/Talent Management 2.8 4.0 13.0 C-Suite 5.0 6.0 5.0
  25. 25. Conversions by Visit When is each segment most likely to perform important tasks? How well are key segments converting relative to expectations? Contact Us Conversion Visit 1 Visit 2 Visit 3+ Learning & Development 0.17% 2.09% 1.85% Sales Ops/Enablement 0.00% 2.74% 1.18% Sales Leadership 0.00% 6.25% 0.00% Overview Video Conversion Visit 1 Visit 2 Visit 3+ Learning & Development 0.09% 2.09% 1.85% Sales Ops/Enablement 0.00% 4.11% 1.18% Sales Leadership 0.00% 12.50% 0.00%
  26. 26. 15,175 3.87 1.4% Interest: Learning & Development Segment Your visitors are interested in: - Sales Leader Training - Sales Technology - SaaS Sales - SDR Training - Solution Selling Interest Level Visitors Engagement Score Conversion Rate
  27. 27. Three Tactics to Deploy Today Captivate your site visitors with personalization
  28. 28. SET A GOAL SEGMENT LEARNDELIVER OPTIMIZE Website Personalization Strategy
  29. 29. Turn Insights into Action Engage audiences how they want to be engaged Use data to uncover new, high-value segments Ask for form fills at the right time and of the right people
  30. 30. C-Suite Experience GOAL Increase Key Asset Engagement for C-level executives SEGMENT Focus on C-level executives within target company size and industries LEARN Discovered that C-level executives do not fill out forms and prefer thought leadership and ROI content DELIVER Ungate all assets for C-suite segment and reduce the amount of hard call-to-actions SET A GOAL SEGMENT LEARNDELIVER OPTIMIZE
  31. 31. Stage Visitors Engagement Conversion First time 96 5.1 0% Second time 12 3.3 0% 3+ times 11 4.6 0% C-Suite Segment Data LEARN ▸ Severe drop off in visitors from first time to second time visit ▸ C-level visitors who engaged with more than six pages on the first visit were 3x more likely to come back to the site ▸ C-level visitors do not convert on forms, regardless of the CTA
  32. 32. DELIVER ▸ Un-gate all assets in resource hub for C-level segment ▸ Eliminate all contact us and other hard conversion requests
  33. 33. Inform Website Redesign GOAL Understanding audiences in advance of a complete website redesign SEGMENT Segment by industry because this is how the customer’s offering is structured LEARN Discovered a large, unrealized persona visiting the website with high engagement DELIVER Because segment was large and meaningful the customer was able to justify the investment in content creation and dedicated a section of their new website to cater to them SET A GOAL SEGMENT LEARNDELIVER OPTIMIZE
  34. 34. Segment Visitors Engagement Average Engagement SMB 47,063 4.2 3.6 Healthcare 25,631 3.4 3.6 Finance 21,918 3.5 3.6 Manufacturing 8,841 2.7 3.6 Industry Segment Data LEARN ▸ Added discovery segment to see if size had an impact ▸ Found that SMB segment is the largest segment onsite and is highly engaged ▸ Confirmed with customer that SMB audience has distinct needs
  35. 35. DELIVER ▸ Create dedicated section for SMB solutions ▸ Personalize messaging on homepage for SMB audience ▸ Funnel SMB segment traffic to SMB solution pages
  36. 36. Increase Contact Requests GOAL Increase contact requests SEGMENT Learning & Development and Sales/Ops Enablement LEARN Examine conversion and engagement data over time to deduce which visit and pageview are optimal to request personal contact DELIVER Show a fly-in or pop-up to request that the visitor fills out a form to request more info, speak to a rep, or get a demo SET A GOAL SEGMENT LEARNDELIVER OPTIMIZE
  37. 37. Industry Segment Data LEARN ▸ Key audiences convert best on their second visit ▸ Key audiences are consuming on average between 6.3 and 5.9 pages, respectively, within their first two visits Engagement Contact Us Conversion Visit 1 Visit 2 Visit 3+ Visit 1 Visit 2 VIsit 3+ Learning & Development 2.3 4.1 14.8 0.2% 2.1% 1.9% Sales Ops/Enablement 1.6 4.3 20.3 0.0% 2.7% 1.2%
  38. 38. DELIVER ▸ Ask visitors to fill out a contact form on the 5th pageview to accelerate conversion and increase the number of visitors who make it to a conversion page
  39. 39. Be HUMAN-centric Use behavior to decide when to present CTAs ● Don’t ask every time ● Don’t ask too early ● Don’t ask too late Root your program with concrete goals ● Increase form fills ● Decrease bounce rate ● Grow event attendance Give them what they want ● Right topic ● Right content type ● Right time
  40. 40. Questions? www.bound360.com hello@bound360.com Download the Fundamentals of Personalization Strategy eBook at bit.ly/strategy18
  41. 41. It’s a pretty simple question: What do you want this person to do? The more that Bound pushed us to answer that question, the more it has driven us to think more customer- centric, designing the experience from the perspective of the user, rather than from the perspective of the business. Amy Larsen Head of Demand Generation Siemens
  42. 42. #bii18 Q&A / Speakers Sam Wettling Bound Andrew Gaffney Demand Gen Report
  43. 43. #bii18 Register for more sessions now thru July 13th! Join Our Next Session: Fire-Breathing ABM: Orchestrating Target Account Plays “In-Fuze-d” With Rich Purchase Intent webinars.demandgenreport.com/bii18 Thursday, July 12th 3:00 PM (EDT)

×