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ABM in Practice: How to
Personalize your Homepage
Stephanie Robotham
HEAD OF CORPORATE MARKETING, OPTIMIZELY
Steve Ebin
HE...
• We are recording!
• Slides and video from this
presentation will be sent out later
today
• We are happy to take your que...
Stephanie Robotham
Head of Corporate Marketing, Optimizely
• Responsible for global pipeline generation
• Driving our ABM ...
Steve Ebin
Head of Optimization, Optimizely
● Responsible for testing, conversion
rate optimization, and personalization
●...
What You’ll Learn
• A high-level overview of ABM
• How personalization works
within an ABM strategy
• Whether or not
perso...
Why ABM?
The value of Account-Based
Marketing: Why do it?
“Account-Based Marketing is
used by B2B marketers to
identify and target the accounts
they value most, opening
strategic s...
Why ABM now?
• Focus on quality - Response to ‘inbound mania’
• Automation - Ability to deliver marketing programs, conten...
“B2C experiences have us
trained to expect personalized
content, recommendations--
soon, searching for content on
B2B webs...
Why Web Personalization for ABM?
• Personalization expectation - When they’re
not your prospects, they’re consumers
• Data...
“Personalizing your website is
where your customer data
comes to life. You’ve been
collecting it - for years! But
have onl...
Early days of ABM at
Optimizely
We’ll share:
• Our homepage experiment
• The first ABM test we ran that
generated $1M in s...
Why ABM for Optimizely?
• Lead volume problem = bad
conversations for Sales
• Need leads to be better educated,
higher qua...
Homepage
Personalization
Steve Ebin
Head of Optimization
Our goals for the homepage
• ‘Show, don’t tell’
• Showcase our own technology
• Support ABM strategy
• Do something easy t...
This is our current homepage. I’d
like to spend a few minutes walking
through it with you.
The background image and
headline changes based on
demographic criteria.
The background image and
headline changes based on
demographic criteria.
The background image and
headline changes based on
demographic criteria.
The background image and
headline changes based on
demographic criteria.
The background image and
headline changes based on
demographic criteria.
When we can’t identify the visitor,
they see a time of day message
When we can’t identify the visitor,
they see a time of day message
The modules below the hero are
personalized based on both
demographic and behavioral
attributes for each visitor.
Module 1 changes based on
behavioral criteria
Module 2 changes based on
demographic criteria
Module 3 changes based on
demographic criteria
Module 3 changes based on
demographic criteria
Customer logos change based on
demographic criteria
● Travel prospects see travel logos,
retail prospects sees retail logo...
Customer logos change based on
demographic criteria
● Travel prospects see travel logos,
retail prospects sees retail logo...
Results
What happened after we
personalized the homepage?
#ABMinPractice
Qualitative Impact
@caraharshman #CTAConf
B
A
+1.5% improvement
engagement
+113% improvement
views of Solutions page
+117% improvement
clicks...
Process
HOW WE GOT TO THIS
POINT, AND HOW YOU CAN
TOO
What makes this difficult?
• Navigating stakeholders
• Unchartered territory
• Many audiences creates complexity
• Need hi...
Step 1. Goals
What do you
want to achieve?
Step 2. Accounts
For whom do you
want to achieve this?
Step 3. Design
What desi...
Establishing Goals
#ABMinPractice
STEP 1
Establishing Goals - A reminder of what Optimizely’s goals were
• ‘Show, don’t tell’
• Showcase our own technology
• Suppo...
Establishing Goals - Figuring it out for Yourself
• Conversion vs. education?
• Demonstrate vs. explain?
• Explicit vs. im...
Accounts
#ABMinPractice
STEP 2
Accounts - for Optimizely
• Cascading approach for different tiers:
• Top: account list - 1-to-1 personalization
• Middle:...
• Do you have an account list?
• What are your business goals for that
list?
• What is feasible/achievable in your
timefra...
Design
#ABMinPractice
STEP 3
Design - for Optimizely
#ABMinPractice
• Modular design
• Hero that can be personalized
• Room for personalization modules...
Design - for Yourself
• Is my design ‘personalize-able’
today?
• Can I iterate upon the design?
• Am I making the best use...
Personalize: Create
Campaigns
#ABMinPractice
STEP 4
#ABMinPractice
WANT TO SEE
CAMPAIGN CREATION IN
ACTION?
LET US KNOW!
#ABMinPractice
What’s Next?
ABM in practice
after the homepage
ABM in Practice - Watch Campaign
• Campaign for target list of executives to
set up in-person meetings
• For setting up a ...
ABM in Practice - Watch Campaign
#ABMinPractice
#ABMinPractice
Customers Page
• Visitors see logos from their industry
by default
• Customer quote also changes by
industry
#ABMinPractice
Demo Request Page
• Visitors see their website when they
land on the page – putting them in
center of focus for the experi...
Blog Content Recommendations
• Content recommendations by topic
interest (industry, product, etc.)
• Content recommendatio...
OPTICON 2016
San Francisco – 9/15
New York – 9/21
SAVE THE DATE
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ABM in Practice: How to Personalize your Homepage

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Published on

How do you implement an ABM program you can trust to deepen engagement with the accounts that matter most?

In this presentation, learn:

1) How Optimizely started by identifying high-value website personalization opportunities for our most valuable audiences.

2) The homepage redesign process, and the requirements that enabled strategic personalization.

3) Real results from our personalization efforts so far, and plans for next tests and personalization campaigns.

Published in: Marketing
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ABM in Practice: How to Personalize your Homepage

  1. 1. ABM in Practice: How to Personalize your Homepage Stephanie Robotham HEAD OF CORPORATE MARKETING, OPTIMIZELY Steve Ebin HEAD OF OPTIMIZATION, OPTIMIZELY
  2. 2. • We are recording! • Slides and video from this presentation will be sent out later today • We are happy to take your questions - enter them in the Questions panel of GoToWebinar • Tweet along with us: #ABMinPractice Housekeeping Details
  3. 3. Stephanie Robotham Head of Corporate Marketing, Optimizely • Responsible for global pipeline generation • Driving our ABM strategy and adoption • Owner of Optimizely’s website and marketing technology stack • Executive sponsor of the homepage project • Previously, spent 10 years at Salesforce and Heroku in demand generation and digital marketing roles Meet Our Speakers #ABMinPractice
  4. 4. Steve Ebin Head of Optimization, Optimizely ● Responsible for testing, conversion rate optimization, and personalization ● Owner of ‘Optimizely on Optimizely’ ● Owner of the homepage project ● Also manages Optimizely’s paid marketing strategy Meet Our Speakers #ABMinPractice
  5. 5. What You’ll Learn • A high-level overview of ABM • How personalization works within an ABM strategy • Whether or not personalization works • What comes next after the homepage for ABM
  6. 6. Why ABM? The value of Account-Based Marketing: Why do it?
  7. 7. “Account-Based Marketing is used by B2B marketers to identify and target the accounts they value most, opening strategic sales opportunities and supporting them through the buyer’s journey. #ABMinPractice
  8. 8. Why ABM now? • Focus on quality - Response to ‘inbound mania’ • Automation - Ability to deliver marketing programs, content, and messaging at scale through technology • Data - Do more with the treasure trove of data you’re already collecting • Customer expectations - Digital experiences are becoming more targeted in every context #ABMinPractice
  9. 9. “B2C experiences have us trained to expect personalized content, recommendations-- soon, searching for content on B2B websites will be a very disappointing experience. #ABMinPractice
  10. 10. Why Web Personalization for ABM? • Personalization expectation - When they’re not your prospects, they’re consumers • Data becomes actionable - you have the data - now put it to work • Targeted messaging and experiences - Website goes from a one-many asset to an action layer for your data and programs #ABMinPractice
  11. 11. “Personalizing your website is where your customer data comes to life. You’ve been collecting it - for years! But have only been able to use it in limited use cases. #ABMinPractice
  12. 12. Early days of ABM at Optimizely We’ll share: • Our homepage experiment • The first ABM test we ran that generated $1M in sales pipeline (hint: it’s not the homepage) • Other pages that have been personalized since the homepage #ABMinPractice
  13. 13. Why ABM for Optimizely? • Lead volume problem = bad conversations for Sales • Need leads to be better educated, higher quality • No natural next step if you’re not a user of the product • Treasure trove of data that was being underutilized #ABMinPractice
  14. 14. Homepage Personalization Steve Ebin Head of Optimization
  15. 15. Our goals for the homepage • ‘Show, don’t tell’ • Showcase our own technology • Support ABM strategy • Do something easy to understand #ABMinPractice
  16. 16. This is our current homepage. I’d like to spend a few minutes walking through it with you.
  17. 17. The background image and headline changes based on demographic criteria.
  18. 18. The background image and headline changes based on demographic criteria.
  19. 19. The background image and headline changes based on demographic criteria.
  20. 20. The background image and headline changes based on demographic criteria.
  21. 21. The background image and headline changes based on demographic criteria.
  22. 22. When we can’t identify the visitor, they see a time of day message
  23. 23. When we can’t identify the visitor, they see a time of day message
  24. 24. The modules below the hero are personalized based on both demographic and behavioral attributes for each visitor.
  25. 25. Module 1 changes based on behavioral criteria
  26. 26. Module 2 changes based on demographic criteria
  27. 27. Module 3 changes based on demographic criteria
  28. 28. Module 3 changes based on demographic criteria
  29. 29. Customer logos change based on demographic criteria ● Travel prospects see travel logos, retail prospects sees retail logos, etc. ● Everyone else sees our default logos.
  30. 30. Customer logos change based on demographic criteria ● Travel prospects see travel logos, retail prospects sees retail logos, etc. ● Everyone else sees our default logos.
  31. 31. Results What happened after we personalized the homepage?
  32. 32. #ABMinPractice Qualitative Impact
  33. 33. @caraharshman #CTAConf B A +1.5% improvement engagement +113% improvement views of Solutions page +117% improvement clicks on secondary CTA Quantitative Impact #ABMinPractice
  34. 34. Process HOW WE GOT TO THIS POINT, AND HOW YOU CAN TOO
  35. 35. What makes this difficult? • Navigating stakeholders • Unchartered territory • Many audiences creates complexity • Need high confidence in data being used for personalization • Goals and results are fuzzier than in an A/B test #ABMinPractice
  36. 36. Step 1. Goals What do you want to achieve? Step 2. Accounts For whom do you want to achieve this? Step 3. Design What design will help you achieve that goal with that audience? Steps to Redesign & Personalize your Homepage Step 4. Personalize Show the right experience to the right visitor.
  37. 37. Establishing Goals #ABMinPractice STEP 1
  38. 38. Establishing Goals - A reminder of what Optimizely’s goals were • ‘Show, don’t tell’ • Showcase our own technology • Support ABM strategy • Do something easy to understand #ABMinPractice
  39. 39. Establishing Goals - Figuring it out for Yourself • Conversion vs. education? • Demonstrate vs. explain? • Explicit vs. implicit personalization? #ABMinPractice
  40. 40. Accounts #ABMinPractice STEP 2
  41. 41. Accounts - for Optimizely • Cascading approach for different tiers: • Top: account list - 1-to-1 personalization • Middle: industries - 1-to-few personalization • Bottom: everyone else: 1-to-many personalization • Other considerations: • Customer and non-customer audiences • Behavioral audiences • Geographic audiences #ABMinPractice
  42. 42. • Do you have an account list? • What are your business goals for that list? • What is feasible/achievable in your timeframe? • What other attributes could be used to segment accounts into audiences? #ABMinPractice Accounts - for Yourself
  43. 43. Design #ABMinPractice STEP 3
  44. 44. Design - for Optimizely #ABMinPractice • Modular design • Hero that can be personalized • Room for personalization modules • Customer validation • Promoted content
  45. 45. Design - for Yourself • Is my design ‘personalize-able’ today? • Can I iterate upon the design? • Am I making the best use of above- the-fold space? • Can I target messages and content throughout the page? #ABMinPractice
  46. 46. Personalize: Create Campaigns #ABMinPractice STEP 4
  47. 47. #ABMinPractice WANT TO SEE CAMPAIGN CREATION IN ACTION? LET US KNOW!
  48. 48. #ABMinPractice
  49. 49. What’s Next? ABM in practice after the homepage
  50. 50. ABM in Practice - Watch Campaign • Campaign for target list of executives to set up in-person meetings • For setting up a meeting, AEs gift prospect an Apple Watch • Tested as an email-only campaign in Q1 • $1M in pipeline opportunities so far #ABMinPractice
  51. 51. ABM in Practice - Watch Campaign #ABMinPractice
  52. 52. #ABMinPractice
  53. 53. Customers Page • Visitors see logos from their industry by default • Customer quote also changes by industry #ABMinPractice
  54. 54. Demo Request Page • Visitors see their website when they land on the page – putting them in center of focus for the experience • Customer logos personalized to match their industry #ABMinPractice
  55. 55. Blog Content Recommendations • Content recommendations by topic interest (industry, product, etc.) • Content recommendations based on reading behavior #ABMinPractice
  56. 56. OPTICON 2016 San Francisco – 9/15 New York – 9/21 SAVE THE DATE

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