3. Improve:
• Conversions
• Ability to measure ROI
• and even customer satisfaction
… while breathing new life into your
marketing.
3
4. • B2B
Marke0ng
is
evolving
• Innova0ve
technologies
challenge
complacency
• Web
is
now
the
center
of
customer
experience
4
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
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. If
you
don’t
–
you’re
leaving
money
on
the
table!
8
25. 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
38. 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
43. • 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
44. 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
49. “
Business has only two functions:
marketing and innovation.
Marketing innovation creates value
”
and all the rest are costs.
-‐
Peter
Drucker
49
50. 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