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Turn anonymous website traffic into known accounts
- 1. TURN ANONYMOUS WEBSITE VISITORS INTO KNOWN ACCOUNTS PAUL GIBSON, VP EMEA, DEMANDBASE LEANNE CHESCOE, SENIOR MANAGER FIELD MARKETING, DEMANDBASE
- 2. © 2019 DEMANDBASE｜SLIDE 2 Paul Gibson VP EMEA Demandbase Leanne Chescoe Snr. Manager Field Marketing, EMEA Demandbase TODAY’S PRESENTERS
- 3. AGENDA WHY ENGAGEMENT MATTERS IDENTIFYING YOUR WEB TRAFFIC CUSTOMISING THE VISITOR EXPERIENCE SEGMENTATION BEST PRACTICES Q&A
- 5. © 2019 DEMANDBASE｜SLIDE 5 THERE IS INCREASED DEMAND FOR ENGAGING EXPERIENCES Our customers want and expect more engaging experiences
- 6. © 2019 DEMANDBASE｜SLIDE 6 BETTER ENGAGEMENT, BETTER CONNECTIONS, HIGHER PROFITS Better connections with our customers can result in higher profits
- 7. © 2019 DEMANDBASE｜SLIDE 7 BETTER ENGAGEMENT IS BETTER BUSINESS ALL AROUND Contextual, immersive, relevant experiences can … (McKinsey & Company) reduce acquisition costs by as much as 50% lift revenues by 5-15% increase the efficiency of marketing spend by 10-30%
- 8. © 2019 DEMANDBASE｜SLIDE 8 THE ENGAGEMENT CHALLENGE There is so much noise, user behaviour is changing
- 9. © 2019 DEMANDBASE｜SLIDE 9 WHAT ENGAGEMENT SUCCESS LOOKS LIKE Better more relevant site experiences get target accounts to …. come back to the site bounce less and stay longer more actively engage with our content and offers
- 10. IT STARTS WITH IDENTIFYING YOUR WEB TRAFFIC
- 11. © 2019 DEMANDBASE｜SLIDE 11 TOO MUCH RELIANCE ON “CROSS FINGERS AND HOPE”
- 12. © 2019 DEMANDBASE｜SLIDE 12 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation ANONYMOUS BUYERS KNOWN BUYERS MAS Email nurture to known contacts based upon CRM / MAS data Use known signals to fuel lead scoring
- 13. © 2019 DEMANDBASE｜SLIDE 13 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation Personalised, targeted nurture campaign to known contacts at accounts showing intent Use account signals to influence account scoring Advertise to the broader buying committee within a target account & accelerate contact acquisition Identify & add new accounts to list ANONYMOUS AND KNOWN BUYERS MAS
- 14. © 2019 DEMANDBASE｜SLIDE 14 Identify companies that are on your website, meet your buying criteria and are showing the right intent signals
- 15. CUSTOMISING THE VISITOR EXPERIENCE
- 16. © 2019 DEMANDBASE｜SLIDE 16 SO WHAT HAPPENS WHEN THEY COME TO OUR WEBSITE?
- 17. © 2019 DEMANDBASE｜SLIDE 17 IDENTIFY WEB VISITORS AND PERSONALISE THE EXPERIENCE Identify both known and anonymous visitors in real time Deliver a personalised website experience to your target accounts Impact the buying group with relevant content & messaging Move your target accounts through every phase of their journey
- 18. © 2019 DEMANDBASE｜SLIDE 18 PERSONALISE BY AUDIENCE SEGMENT Company name Company size Industry/vertical
- 19. © 2019 DEMANDBASE｜SLIDE 19 ENGAGE KEY ACCOUNTS WITH HIGH QUALITY CONTENT Without Demandbase With Demandbase
- 20. © 2019 DEMANDBASE｜SLIDE 20 AI-BASED CONTENT RECOMMENDATIONS Automatically recommends the right content for each visitor Surfaces existing content and pages most visitors are not finding Increase engagement and accelerate the path to conversion Gain critical insight into the effectiveness and engagement of your content and programs
- 21. © 2019 DEMANDBASE｜SLIDE 21 ACCOUNT BASED ANALYTICS FOR DEEPER ANALYSIS
- 22. © 2019 DEMANDBASE｜SLIDE 22 INCREASE LEADS WITHOUT SACRIFICING DATA Remove the friction to filling out forms with reduced fields Triple-verified company identification Up to 45 firmographic attributes More manageable database with standardised and normalised data
- 23. © 2019 DEMANDBASE｜SLIDE 23 SIGN UP FOR A GREAT OFFER Full name Email Password Phone Company Industry Street Address City State ZIP Number of Employees Website SUBMIT Title Revenue Website traffic $35,622,000,000 Software & Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise http://www.oracle.com Demandbase Hidden Fields: 1,600,000 Oracle Corp.Company Revenue Industry Employee s Address City State ZIP Audience Website Traffic and more… SIGN UP FOR A GREAT OFFER First Name Business Email SUBMIT Title Last Name Company MARKETING/LEAD DATABASE For each field eliminated, conversion rate increases 8.5%. SHORTER FORMS AND DATA APPEND TO YOUR MAS/CRM
- 24. © 2019 DEMANDBASE｜SLIDE 24 TURN YOUR MAS INTO AN ABM MACHINE Personalise Campaign Messaging Impact Account Score Build Intent-Based Segments for Campaigns Leverage Anonymous Intent and Web Engagement Data
- 25. © 2019 DEMANDBASE｜SLIDE 25 IDENTIFY AND ENGAGE TARGET ACCOUNTS WITH LIVE CHAT Customer Manufacturing <$100M Customer Energy >$100B HIGH VALUE! Target Account Financial Services >$10B SALES CHAT: Hello. I’d love to show you how can we help Financial Services companies. No Chat SUPPORT CHAT: Hi Siemens. How can I help you today?
- 26. SEGMENTATION
- 27. © 2019 DEMANDBASE｜SLIDE 27 COMMON SEGMENTATION APPROACHES Industry Industry verticals tend to have unique and specific attributes, pain points and goals. Company Size Mid-market companies typically face much different challenges than SMBs or enterprise organisations. They also have different buying committees, sales cycles and decision processes. Journey Stage The most successful messages and creative treatments you present to companies who are just becoming aware of your products and services can look very different from those who have been engaged with you for some time or are just about ready to pull the trigger. Product Usage Particularly useful for developing engagement strategies that advance cross-sell and upsell opportunities Customer/Prospect/Partner Prospects may need to know more about who you are and what you do, while customers may respond well to special offers for upsells. Partners, on the other hand, may be best motivated by reminders of your position as an industry leader. Intent Customers who are already in-market for your products and services, or already engaged on your site will respond to messages and web experiences very differently.
- 28. © 2019 DEMANDBASE｜SLIDE 28 1. Focus on your best opportunities 2. Start simply – one or two segments 3. Set goals for each segment 4. Segments should be unique in a meaningful way 5. Segments should be large enough to provide scale 6. Target accounts should fall clearly into one segment or another 7 SEGMENTATION BEST PRACTICES
- 29. © 2019 DEMANDBASE｜SLIDE 29 ENGAGE YOUR TARGET AUDIENCES ACROSS THE BUYER’S JOURNEY ACCURATE IDENTIFICATION Identify both known and unknown visitors on your website CUSTOMISE EVERY VISIT Personalise web experiences with relevant messages and content to different audiences OPTIMISE RECOMMENDATIONS Automatically recommend the right content and high value pages to each visitor REDUCE FORM FRICTION Web forms that are shorter and easier to fill out without sacrificing data CONNECT KEY TECHNOLOGY Standardise data across CRM and MAS to eliminate duplicate records and reconcile your contact data REAL-TIME CONVERSATIONS Proactively engage target accounts with personalised chat experiences
- 30. © 2019 DEMANDBASE｜SLIDE 30 1. Engagement matters – it builds connections and profits 2. Don’t try to boil the ocean – start with a few segments when personalising 3. Shorten forms 4. Use intent and onsite engagement data KEY TAKEAWAYS
- 31. © 2019 DEMANDBASE｜SLIDE 31 Q&A
- 32. THANK YOU
Editor's Notes
- Over the past five to ten years we’ve seen the habits of B2B Buyers change dramatically, conducting anywhere from 2/3 to ¾ of their research anonymously before they begin to engage with your marketing campaigns or sales people. And Pardot is a great tool for engaging them once they self-identify. But in today’s world of account-based marketing, waiting for that hand-raise means you’re already behind. Now imagine being able to activate Pardot to engage and nurture the right, best-fit accounts when they are first starting their research out on the web – not just on your website or with your marketing campaigns? The Demandbase for Salesforce Pardot integration enables you to activate orchestrated, cross-channel campaigns in Pardot using these anonymous buying signals to get you out ahead of the competition. Knowing that a target account is showing intent – interest in specific topics relevant to your products and services - you can launch personalized, targeted display ads to the accounts and buying teams, run email nurture campaigns to your known Pardot Prospects at those accounts to drive them to a hand-raise faster, and use the unique intent of the account to prioritize the best leads to sales.
- Over the past five to ten years we’ve seen the habits of B2B Buyers change dramatically, conducting anywhere from 2/3 to ¾ of their research anonymously before they begin to engage with your marketing campaigns or sales people. And Pardot is a great tool for engaging them once they self-identify. But in today’s world of account-based marketing, waiting for that hand-raise means you’re already behind. Now imagine being able to activate Pardot to engage and nurture the right, best-fit accounts when they are first starting their research out on the web – not just on your website or with your marketing campaigns? The Demandbase for Salesforce Pardot integration enables you to activate orchestrated, cross-channel campaigns in Pardot using these anonymous buying signals to get you out ahead of the competition. Knowing that a target account is showing intent – interest in specific topics relevant to your products and services - you can launch personalized, targeted display ads to the accounts and buying teams, run email nurture campaigns to your known Pardot Prospects at those accounts to drive them to a hand-raise faster, and use the unique intent of the account to prioritize the best leads to sales.
- Account Selection is a new tool that helps marketers: Take the guesswork out of building account lists Identify companies that meet buying criteria and are showing the right intent signals And boost sales and marketing effectiveness throughout the funnel
- So let’s highlight some of the main functionality of the Engagement Solution. One of the main areas we focus on as B2B marketers is our website. We create a lot of pages and content, but for the most part leave our sites as a “one size fits all,” when today’s B2B buyer is looking for relevancy and content they are most interested in. With the Engagement Solution we can identify your site visitors, whether they are known or unknown, so that you can personalize the experience for each visitor. You can change the headline, images, calls to action, and content on your site – without being limited to specific zones or pages. So that you can help guide each visitor through each stage of their buyer’s journey.
- Some of the ways you can personalize is by audience segment. Taking a generic call out or messaging to everyone and personalizing based on attributes like [CLICK] Company Name [CLICK] Company Size [CLICK] And Industry or vertical [CLICK]
- One of the main areas to focus on is leveraging high quality content. But you don’t have to have a ton of content to be effective. You can leverage individual content pieces, but personalize it to different audiences. For example: On the left without Demandbase, everyone visiting this page would receive the same white paper offer. But with Demandbase you can personalize the experience by offering the same white paper but with imagery and content personalized to specific verticals [CLICK]. The same content, but personalized to your target audiences.
- You can also leverage AI and machine learning to automatically recommend the right content and high value pages to each visitor. Instead of trying to guess what the best content is to present, the AI technology learns what content pages to surface. And with all of the pages and content we have produced for our B2B websites, it helps each visitor quickly discover content that they will find most relevant. This leads to increased engagement with your site and insight into your current content and programs.
- It also provides analytics for deeper analysis into what visitors are engaging with and how the AI based recommendations are increasing that engagement. The reports are generated within Google Analytics where you are already currently spending time on website analysis making it easy for you.
- As we discussed earlier, we as B2B marketers spend a lot of time trying to get visitors to fill out our web forms so we can identify who these individuals are and further our marketing efforts to them. But a lot of times we create lengthy forms to collect as much information as possible – creating friction for the visitor to 1) fill out the form and 2)provide real information. We help B2B marketers increase their form completions without sacrificing the critical data they need. You can reduce the number of fields in your forms to make them easier to fill out. We also offer dozens of company attributes behind the scenes that are added to each form fill and included in your contact records. This not only provides a richer profile about each individual, but it helps standardize the data in your database.
- Here’s how it works. Animation: Many forms have 15+ fields and ask for detailed company information that is used to score and route leads. [CLICK] Demandbase captures all that company information about each visitor, so you’re able to shorten forms significantly…which is proven to increase conversion rates. [CLICK] The detailed company info is passed through for each lead and captured in the appropriate marketing automation or CRM tool.
- Prioritising Campaign focus and messaging i.e. if we see that 30% of our target accounts are trending for 'Information Governance' but only 5% are trending for 'Process Automation' we'd choose to push an IG campaign out. Prioritising prospecting calling efforts Both SDRs and AEs are tasked with outbound prospecting, we currently have a manual mechanism to sync intent data into SFDC, it would be great to see this automated Measuring account 'engagement' As a rep I'd like to see if an account is: Showing intent Engaging anonymously on our website How many prospects we have in SFDC How many people we have access to reach via LinkedIn Sales Navigator Being able to select accounts for marketing to focus on from SFDC i.e. 'Add this account to marketing's priority list' - this might be done by marketing themselves, but having the mechanism would be great If we tie this to intent data you could also kick off relevant ad streams (if an accounts trending for info governance, push them to the IG ad stream etc etc) Run reports in SFDC with intent data Which accounts are surging?? As a rep, which of my accounts have the highest intent levels and what are they looking for? What's their onsite engagement Finally - having on-site engagement + program engagement data in SFDC would allow us to create an 'Account Engagement Score', a basic version of what Engagio does...
- If you utilize a live chat solution today, you can take it to the next level with personalized conversations by identifying the company your visitors are from. This allows you to prioritize chat sessions against target accounts, maximizing conversion and retention opportunities. Animation: Prospect (BofA) visits your website; Target Account for IT Services; They get a chat trigger that’s routed to Sales, and information from the chat is passed into the database Customer (Alto Aviation) visits website; Less important category and lower revenue; They don’t get a chat trigger, but are funneled support ticket page. Customer (Siemens) visits website; Focus category and high revenue; They get a chat trigger routed to support/customer services for quick response.
- With the Demandbase Engagement Solution you can engage individuals from the companies you care about across the entire buyer’s journey. It starts with being able to identify both know and unknown individuals on your website. Understanding what company an individual is from, even before they have filled out a form, so you can make decisions on how to engage each individual. Once identified, you can personalize each visit with relevant content and messaging for different audience segments. You can also leverage AI and machine learning to recommend the right content and high value pages for each individual. It also helps accelerate form completion by reducing the number of fields, while providing dozens of company level attributes. That data is included with the record when you connect your CRM and MAS systems. You can also clean up your existing records and reconcile your data across your database. Finally, you can identify individuals coming to your site so that you can have real-time chat conversations with them that are personalized to them. The Demandbase Engagement Solution allows B2B marketers to accurately identify both known and anonymous visitors in real-time to engage them with a personalized website experience to capture their attention, reduce the friction in filling out web forms, and turn your MAS into an ABM machine to move your target accounts through every phase of the buyer’s journey.
- How does GDPR affect all this? Could I personalise by name? 2. I already segment my customer & prospect data using my Marketing Automation tool and send personalised messages through that – how is this different? 3. I don’t have the time, resource or budget for something like this 4. Where would I get started?