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Under the Hood Webinar Series: B2B Experimentation & Personalization at Optimizely

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How Optimizely's Marketing team drives sustainable business growth through experimentation

Driving quality leads, nurturing pipeline, and creating a great website experience are common challenges faced by marketing teams at B2B companies. At Optimizely, we take a data-driven approach, running over a hundred experiments and personalization campaigns a year to improve the web experience on Optimizely.com.

In this webinar from our ‘Under the Hood’ series, Director of Demand Gen, Michael O’Connell, and Experimentation Program Manager, Takeshi Young, will share strategic insights and tactical examples from Optimizely’s internal experimentation program.

Attend this webinar and learn:

- How Optimizely manages its experimentation program
- How to democratize the ideation process in your organization
- Specific examples of experiments Optimizely has run to drive business results
- How to combine experimentation with personalization to optimize your digital experiences

Published in: Technology
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Under the Hood Webinar Series: B2B Experimentation & Personalization at Optimizely

  1. 1. 1 Optimizely Under the Hood B2B Experimentation & Personalization at Optimizely Michael O’Connell & Takeshi Young November 13, 2018
  2. 2. Housekeeping ● This session is being recorded ● You will receive a copy of the recording and slides ● We’ll answer questions at the end of the presentation
  3. 3. 3 Presenters Takeshi Young Web Marketing Manager @takeshiyoung Michael O’Connell Snr. Director, Demand Gen @mike_oconnell
  4. 4. 4 Agenda 1. Marketing at Optimizely 2. Our Approach to Experimentation + Personalization 3. Optimizely on Optimizely (OOO) 4. Experiment + Campaign Examples 5. Takeaways and Questions
  5. 5. 5 Marketing at Optimizely
  6. 6. 6 13 29 of the Fortune 100 Have Chosen Optimizely We Are Proud to Work With Great Global Enterprises
  7. 7. “Our success is a function of how many experiments we do per year, per month, per week, per day.” “Instead of saying ‘I have an idea,’ what if you said ‘I have a new hypothesis, let’s go test it.’ “Our company culture encourages experimentation and free flow of ideas.” “One of the things I’m most proud of, and I think what is the key to our success, is this testing framework we’ve built.” Experimentation is the Next Great Business Transformation Jeff Bezos Larry Page Mark Zuckerberg Satya Nadella The Surprising Power of Online Experiments
  8. 8. 8 Changed From Selling to Early Adopters to Early Majority
  9. 9. 9 Enterprise Marketing © Liberal Party of Canada / Via youtube.com
  10. 10. 10 Growth Remains THE Priority For Our Marketing Team
  11. 11. 11 Full Market Coverage - Balancing ROI with Scale All Segments StrategicAccounts Customers Account Based Demand Generation
  12. 12. 12 Our approach to Digital Experience Optimization (DXO)
  13. 13. 13 We Believe ‘Drinking Our Own Champagne’ Photo by Tristan Gassert on Unsplash
  14. 14. 15 The Dream Team
  15. 15. 16 Focus Areas and Metrics Marketing Funnel Impact • Lead Funnel Goals – Lead + MQL volume – Pipeline Impact • Funnel Conversion Rates – Lead to MQL – MQL to SAL (Handoff to SDRs) Website Effectiveness • Site Engagement – Bounce Rate – Pages per session – On-page interaction • Conversion Rate Optimization – Visit to conversion rate – Landing page conversion rate
  16. 16. 17 3rd Party Advertiser Data (Keywords, Creative etc.) Front End Experience Technology Stack 3rd Party Firmographic Data (Company size, etc.) 1st Party Data (Accounts, Contacts, Leads, Behavioral etc.) Serve VariantsBuild Segments
  17. 17. 18 Optimizely on Optimizely (OOO)
  18. 18. 19 By-the-Numbers XXX,000 visitors 1,000 pages 100 new experiments 40 personalization campaigns 6 experiments
  19. 19. 20 Focus Areas 1. High traffic pages (home page, top SEO pages, blog) 2. High intent (product page, plans page, contact us page) Touchpoints
  20. 20. 21 Ideation 1. Brainstorm sessions (within team & key stakeholders) 2. Analytics & visualizations (CrazyEgg, FullStory) 3. Iteration 4. Internal strategy team 5. Company-wide experimentation
  21. 21. 22
  22. 22. 23 Experiment + Campaign Examples
  23. 23. 24 CTA Tests +129% clicks
  24. 24. 25 Iterating to Perfection +16% submissions
  25. 25. 26 Form Testing +8% on Desktop +15% on Mobile
  26. 26. 27 GDPR Popup +40% opt-in rate
  27. 27. 28 Personalized Promotions
  28. 28. 29 Localization
  29. 29. 30 Experimentation + Personalization +40% clicks
  30. 30. 31 Industry Specific Personalization +20% clicks
  31. 31. 32 Industry Specific Messaging
  32. 32. 33 Symmetric Messaging
  33. 33. 34 Tiered Approach to Account Based Marketing VP SPONSOR NAMED CHAMPION LARGEST POTENTIAL Top 20 Accts #201+ NAMED TARGET ACCOUNTS HIGH POTENTIAL ACCOUNTS ALIGNED ACCOUNT PLAN # 21 - 200
  34. 34. 35 Top Tier Account Experience
  35. 35. 36 Mid Tier Accounts
  36. 36. 37 Takeaways
  37. 37. 38 Key takeaways 1. Experimentation can help at all stages of market maturity 2. Assign a program manager to ensure alignment 3. Combining Personalization with Experimentation will reduce risk and maximise performance 4. Continuous iteration on experiments will uncover new opportunities
  38. 38. 39 Questions? Next Webinar - December 5th:
  39. 39. 40 We also integrate with a host of other technology providers

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