Successfully reported this slideshow.
02/09/2011Greg OttCMO, DemandbaseChris HarmonPrincipal, 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    ...
•  B2B	  Marke0ng	  is	  evolving	  •  Innova0ve	  technologies	  challenge	  complacency	  •  Web	  is	  now	  the	  cent...
B2B	  Marke0ng	  is	  using	  too	  many	  B2C	  	    hand-­‐me-­‐downs	  B2B	  Online	  has	  fundamental	  differences:	 ...
Innova0ve	  Technologies	  challenge	  complacency:	  •  iPhone	  /	  iPad	  •  Marke0ng	  Automa0on	  •  Analy0cs	  •  Pe...
Web	  is	  now	  the	  center	  of	  the	  customer	  experience:	  •  Marke0ng	  Brochure	  •  Demo	  Center	  •  Support...
If	  you	  don’t	  –	  you’re	  leaving	          money	  on	  the	  table!	                                        8	  
1.  Website Experience2.  Lead Generation3.  Measurement                         9	  
Most B2B sites:•  Suffer from content OVERLOAD                                  10	  
11	  
12	  
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 EFFORTAt the end-of-the-day…                               ...
19	  
What	  would	  you	  do	  differently	  if	  you	  knew	  the	  company	  that	  was	   ABOUT	  to	  visit	  your	  website...
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 / Size2.  Customizing Pages w...
1.  Website Experience2.  Lead Generation3.  Measurement                         26	  
Most B2B sites:•  Want leads, but need for detailed data   means they make it a pain for the user                         ...
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 ...
User-­‐	  Generated	  Data	  Detailed	  Account	  Data	                                     35	  
Results:•  Form Completion Rate    200%•  Data Quality Improved•  Prospect Satisfaction… Priceless                        ...
1.  Website Experience2.  Lead Generation3.  Measurement                         37	  
Common Metrics come from B2C:•  Traffic Quantity and volume vs. Quality•  PV/Visit on average vs. for getting more   peopl...
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...
To connect with them, you need to deliver:•  RELEVANT•  CONTEXTUAL•  VALUABLE…content, offers, and engagement tools –and y...
Account-­‐Based	  Engagement	      Lead	  Gen	     Engagement	     Measurement	                                           ...
46	  
47	  
48	  
“	Business has only two functions:       marketing and innovation. 	   Marketing innovation creates value                 ...
B2B Marketing BestPractices That Need To DieGreg Ott                             Chris HarmonCMO                          ...
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
B2B Marketing Best Practices that Need to Die
Upcoming SlideShare
Loading in …5
×

B2B Marketing Best Practices that Need to Die

570 views

Published on

Improve:
• Conversions
• Ability to measure ROI
• and even customer satisfaction
... while breathing new life into your marketing.

  • Be the first to comment

  • Be the first to like this

B2B Marketing Best Practices that Need to Die

  1. 1. 02/09/2011Greg OttCMO, DemandbaseChris HarmonPrincipal, theBATstudio
  2. 2. THREE  “Best-­‐Prac0ces”    you  should  put  to  rest   2  
  3. 3. Improve:•  Conversions•  Ability to measure ROI•  and even customer satisfaction … while breathing new life into your marketing. 3  
  4. 4. •  B2B  Marke0ng  is  evolving  •  Innova0ve  technologies  challenge  complacency  •  Web  is  now  the  center  of  customer  experience   4  
  5. 5. 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  
  6. 6. Innova0ve  Technologies  challenge  complacency:  •  iPhone  /  iPad  •  Marke0ng  Automa0on  •  Analy0cs  •  Personaliza0on  and  Customiza0on   6  
  7. 7. 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  
  8. 8. If  you  don’t  –  you’re  leaving   money  on  the  table!   8  
  9. 9. 1.  Website Experience2.  Lead Generation3.  Measurement 9  
  10. 10. Most B2B sites:•  Suffer from content OVERLOAD 10  
  11. 11. 11  
  12. 12. 12  
  13. 13. Most B2B sites:•  Suffer from content OVERLOAD•  Too much user EFFORT 14  
  14. 14. 15  
  15. 15. 16  
  16. 16. 17  
  17. 17. Most B2B sites:•  Suffer from content OVERLOAD•  Too much user EFFORTAt the end-of-the-day… 18  
  18. 18. 19  
  19. 19. What  would  you  do  differently  if  you  knew  the  company  that  was   ABOUT  to  visit  your  website?  
  20. 20. Healthcare Target Content /Offers by Vertical
  21. 21. Financial Services Target Content /Offers by Vertical
  22. 22. Telecom Target Content /Offers by Vertical
  23. 23. Optimize Experience using the B2B Attributes of the visitors:1.  Crafting offers by Vertical / Size2.  Customizing Pages with Account Names3.  Targeting offers to specific AccountsMinimizing content – maximizing RELEVANCE 25  
  24. 24. 1.  Website Experience2.  Lead Generation3.  Measurement 26  
  25. 25. Most B2B sites:•  Want leads, but need for detailed data means they make it a pain for the user 27  
  26. 26. 11 Form Fields 28  
  27. 27. 13 Form Fields 29  
  28. 28. 14 Form Fields 30  
  29. 29. 15 Form Fields 31  
  30. 30. The “leaky bucket”•  The BEST forms average 2% - 10% Conversion rates•  That = 90-98% exit rate•  Progressive Profiling is NOT the answer 32  
  31. 31. User-­‐  Generated  Data  Detailed  Account  Data   35  
  32. 32. Results:•  Form Completion Rate 200%•  Data Quality Improved•  Prospect Satisfaction… Priceless 36  
  33. 33. 1.  Website Experience2.  Lead Generation3.  Measurement 37  
  34. 34. 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  
  35. 35. The Game has CHANGED 42  
  36. 36. •  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  
  37. 37. 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 wholenew way. 44  
  38. 38. Account-­‐Based  Engagement   Lead  Gen   Engagement   Measurement   45  
  39. 39. 46  
  40. 40. 47  
  41. 41. 48  
  42. 42. “ Business has only two functions: marketing and innovation. Marketing innovation creates value ” and all the rest are costs. -­‐  Peter  Drucker   49  
  43. 43. B2B Marketing BestPractices That Need To DieGreg Ott Chris HarmonCMO PrincipalDemandbase theBATstudiogott@demandbase.com chris@thebatstudio.com(415) 683-2678 (510) 339-7300http://www.linkedin.com/in/gregott linkedIn: http://www.linkedin.com/in/cjharmon twitter: cjharmon

×