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02/09/2011

Greg Ott
CMO, Demandbase

Chris Harmon
Principal, theBATstudio
THREE	
  “Best-­‐Prac0ces”	
  	
  
you	
  should	
  put	
  to	
  rest	
  



                                   2	
  
Improve:
•  Conversions
•  Ability to measure ROI
•  and even customer satisfaction


  … while breathing new life into your
              marketing.
                                    3	
  
•  B2B	
  Marke0ng	
  is	
  evolving	
  
•  Innova0ve	
  technologies	
  challenge	
  complacency	
  
•  Web	
  is	
  now	
  the	
  center	
  of	
  customer	
  experience	
  



                                                           4	
  
B2B	
  Marke0ng	
  is	
  using	
  too	
  many	
  B2C	
  	
  
  hand-­‐me-­‐downs	
  
B2B	
  Online	
  has	
  fundamental	
  differences:	
  
1.Sell	
  to	
  accounts,	
  not	
  individuals.	
  	
  	
  
2.	
  Low	
  volume,	
  high	
  value.	
  	
  
3.	
  ASributes	
  of	
  relevance	
  are	
  business	
  aSributes	
  

                                                               5	
  
Innova0ve	
  Technologies	
  challenge	
  complacency:	
  
•  iPhone	
  /	
  iPad	
  
•  Marke0ng	
  Automa0on	
  
•  Analy0cs	
  
•  Personaliza0on	
  and	
  Customiza0on	
  


                                                 6	
  
Web	
  is	
  now	
  the	
  center	
  of	
  the	
  customer	
  experience:	
  
•  Marke0ng	
  Brochure	
  
•  Demo	
  Center	
  
•  Support	
  Center	
  
•  Product	
  
What	
  was	
  the	
  last	
  B2B	
  transac0on	
  you	
  made	
  where	
  you	
  
DIDN’T	
  access	
  the	
  web?	
  

                                                                     7	
  
If	
  you	
  don’t	
  –	
  you’re	
  leaving	
  
        money	
  on	
  the	
  table!	
  


                                      8	
  
1.  Website Experience

2.  Lead Generation

3.  Measurement



                         9	
  
Most B2B sites:

•  Suffer from content OVERLOAD




                                  10	
  
11	
  
12	
  
B2B Marketing Best Practices that Need to Die
Most B2B sites:

•  Suffer from content OVERLOAD

•  Too much user EFFORT




                                  14	
  
15	
  
16	
  
17	
  
Most B2B sites:

•  Suffer from content OVERLOAD

•  Too much user EFFORT

At the end-of-the-day…

                                  18	
  
19	
  
What	
  would	
  you	
  do	
  differently	
  if	
  
you	
  knew	
  the	
  company	
  that	
  was	
  
 ABOUT	
  to	
  visit	
  your	
  website?	
  
B2B Marketing Best Practices that Need to Die
Healthcare



 Target Content /
Offers by Vertical
Financial Services



 Target Content /
Offers by Vertical
Telecom



 Target Content /
Offers by Vertical
Optimize Experience using the B2B Attributes
 of the visitors:
1.  Crafting offers by Vertical / Size
2.  Customizing Pages with Account Names
3.  Targeting offers to specific Accounts
Minimizing content – maximizing RELEVANCE


                                         25	
  
1.  Website Experience

2.  Lead Generation

3.  Measurement



                         26	
  
Most B2B sites:

•  Want leads, but need for detailed data
   means they make it a pain for the user




                                    27	
  
11        Form
          Fields




 28	
  
13        Form
          Fields




 29	
  
14        Form
          Fields




 30	
  
15        Form
          Fields




 31	
  
The “leaky bucket”
•  The BEST forms average 2% - 10%
   Conversion rates

•  That = 90-98% exit rate
•  Progressive Profiling is NOT the answer


                                    32	
  
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
User-­‐	
  Generated	
  Data	
  



Detailed	
  Account	
  Data	
  




                                   35	
  
Results:
•  Form Completion Rate    200%
•  Data Quality Improved
•  Prospect Satisfaction… Priceless

                            36	
  
1.  Website Experience

2.  Lead Generation

3.  Measurement



                         37	
  
Common Metrics come from B2C:
•  Traffic Quantity and volume vs. Quality
•  PV/Visit on average vs. for getting more
   people to the most valuable content
•  Email CTR vs. Conversion over time
•  Inconsistent with CRM data

                                    38	
  
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
The Game has
  CHANGED


               42	
  
•  B2B needs it’s own online best
   practices
•  Tons of room for innovation as buyer
   behavior and tools shift
•  Shift to a user-experience focus


                                 43	
  
To connect with them, you need to deliver:
•  RELEVANT
•  CONTEXTUAL
•  VALUABLE
…content, offers, and engagement tools –
and you need to measure the results in a whole
new way.

                                      44	
  
Account-­‐Based	
  Engagement	
  

    Lead	
  Gen	
     Engagement	
     Measurement	
  


                                            45	
  
46	
  
47	
  
48	
  
“	

Business has only two functions: 
      marketing and innovation. 	


   Marketing innovation creates value 




                                                   ”	

       and all the rest are costs.	




                                 -­‐	
  Peter	
  Drucker	
  
                                          49	
  
B2B Marketing Best
Practices That Need To Die

Greg Ott                             Chris Harmon
CMO                                  Principal
Demandbase                           theBATstudio


gott@demandbase.com                  chris@thebatstudio.com
(415) 683-2678                       (510) 339-7300
http://www.linkedin.com/in/gregott   linkedIn: http://www.linkedin.com/in/cjharmon
                                     twitter: cjharmon

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B2B Marketing Best Practices that Need to Die