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New Rules for B2B Website Personalization & Performance

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Key takeaways:
- Best Practices for B2B personalization
- How to build an Account-Based Marketing personalization strategy for your website
- Benchmarks for success from some of today's leading ABM marketers

Published in: Marketing
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New Rules for B2B Website Personalization & Performance

  1. 1. The New Rules for B2B Website Performance & Personalization John Dering Director, Marketing Programs Demandbase @D_Rang Jodie Ellis Head of Experimental Marketing Optimizely @realmccommerce
  2. 2. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 Agenda How is B2B Marketing Changing? Why B2B Personalization? Account-Based Marketing (ABM) B2B Website Strategies Applying ABM to Testing & Optimization Taking the Next Step in Your Testing Strategies Creating a Culture of Testing Q & A
  3. 3. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 3 B2B Marketing is big, increasingly digital B2B Marketing Spend Averaged from reports by Forrester, Gartner & Outsell DIGITAL $35B PRINT, EVENTS, TV, OUTDOOR $82B WEBSITE - 26% DISPLAY - 25% SEARCH - 14% EMAIL - 10% WEBINARS - 8% SOCIAL - 7% MKTG AUTO. - 5% MOBILE - 3% VIRTUAL SHOWS - 3% 11% GROWTH IN 2015
  4. 4. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Your website is a critical marketing tool channel in making the purchase decision. 70% of buyers have indicated that the VENDOR’S WEBSITE MOST INFLUENTIAL was the Source: DemandGen Report
  5. 5. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 Website is #1 indicator of future revenue …all roads eventually lead to the company Website—buyers use company Web sites as a primary tool during the decision- making process... Since Websites are such an important stop for buyers, and it is imperative that they have a good experience during their visits, vendors must not lag in this area. - IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012) “ ”
  6. 6. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 85% of website visitors are not potential customers 80% of web visitors abandon a site In < 5 seconds 97% of website visitors will ignore call to action Basic methods aren’t driving results
  7. 7. ©2014 Copyright Demandbase, Inc. Demandbase Confidential. 7 Wasted time on blind Sales calls Low conversion rates, Nurturing bad leads Low engagement, unused content Wasted ad spend, attracting anyone More conversions, better scoring/routing Relevant content, deep engagement Ads only to target accounts, zero waste Happy Sales team, real opportunities The wrong tactics waste effort and money MASS BACKWARDS ACCOUNT-BASED, TARGETED
  8. 8. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. • More efficient with a defined universe • Delivers on their target accounts • Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more relevant outreach Focuses on Best Opportunities Supports Sales Reality Delivers Customer-Centric Experience • Ensures attention is given to top prospects/customers • Builds consensus across the buying team Benefits of Targeting Accounts
  9. 9. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 The Evolution of Website Personalization
  10. 10. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 The Evolution of Website Personalization
  11. 11. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 11 The Evolution of Website Personalization
  12. 12. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 Creating Content Based on Account-Segments • Divide target account list into segments • Industry, size, revenue, location • Determine the needs/interests of each segment at every phase of the buying cycle • Create appropriate content for each segment at every phase of the buying cycle
  13. 13. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 Get quick results by personalizing text OPTIONS: Industry/Vertical1
  14. 14. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 Get quick results by personalizing text OPTIONS: Industry/Vertical1
  15. 15. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Get quick results by personalizing text OPTIONS: Industry/Vertical1 2 Company Size
  16. 16. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 Get quick results by personalizing text OPTIONS: Industry/Vertical1 2 Company Size 3 Company Name
  17. 17. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 Add images for even better engagement OPTIONS: Industry/Vertical1
  18. 18. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Add images for even better engagement OPTIONS: Industry/Vertical1
  19. 19. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 Add images for even better engagement OPTIONS: Industry/Vertical1
  20. 20. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 Add images for even better engagement OPTIONS: Industry/Vertical1 2 Company Size
  21. 21. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 Add images for even better engagement OPTIONS: Industry/Vertical1 2 Company Size
  22. 22. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 22 Add images for even better engagement OPTIONS: Industry/Vertical1 2 Company Size 3 Account Status
  23. 23. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 Add images for even better engagement OPTIONS: Industry/Vertical1 2 Company Size 3 Account Status
  24. 24. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 Personalize call-to-action and navigation OPTIONS: Industry/Vertical1
  25. 25. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 25 Personalize call-to-action and navigation OPTIONS: Industry/Vertical1
  26. 26. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 26 Personalize call-to-action and navigation OPTIONS: Industry/Vertical1 2 Company Size
  27. 27. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 27 Personalize call-to-action and navigation OPTIONS: Industry/Vertical1 2 Company Size 3 Account Watch
  28. 28. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 28 START WITH BUSINESS OBJECTIVES What are your goals for your most valuable companies? How can B2B personalization efforts help you achieve those goals? LEVERAGE EXISTING CONTENT Often logical B2B content groups exist on your website. - Technology 1000 - Up-sell to current trial customers GO FOR ALIGNMENT AND QUICK WINS Dream Big for the roadmap. Crawl-Walk-Run to execute. MAKE IT STANDARD OPERATIONS Measure Success. Use insights to modify approach. Best Practices for B2B Personalization Projects
  29. 29. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Account Based Marketing, Testing & Experience Optimization + =
  30. 30. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. The Digital World Demands Improvement
  31. 31. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. The Optimization of Optimizely - 2012
  32. 32. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. The Optimization of Optimizely - 2013
  33. 33. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. The Optimization of Optimizely - 2014
  34. 34. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. The Optimization of Optimizely - 2015?
  35. 35. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Optimization Strategy
  36. 36. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Starting out Simple •Set goals and measure for every single experiment. •Leverage tracking integrations with your analytics to ensure that you’ll be able to do robust analysis later. •Don’t stress about benchmarking your conversion rate—focus instead on the relative improvement you’ll bring through testing. •Become intimately familiar with the business you’re trying to optimize for: the brand, competitive landscape, and goals. • Actionable tests trump interesting tests—think about the next steps you’ll take after an experiment concludes.
  37. 37. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Success can come from simple ideas
  38. 38. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Case Study - Code.org
  39. 39. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Balancing Exploration and Refinement
  40. 40. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Let Data and Imagination Guide You
  41. 41. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Embrace The Optimization Flywheel
  42. 42. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Learn, Share, and Stay Patient
  43. 43. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Iterate, Iterate, Iterate…
  44. 44. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Case Study - Iron Mountain
  45. 45. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. 45 Iron Mountain used Demandbase to see real results with account-based marketing Attract target accounts in key verticals HEALTHCARE BANKING & INSURANCE 28% 22% increase in visits during/after advertising campaign: Engage them with personalized content Increase in referrals from the homepage to detail pages: HEALTHCARE SMALL-MEDIUM BUSINESS 123% 115% Convert better leads with shorter forms 25% FORM CONVERSION RATE 219% INCREASE IN MQLs YoY
  46. 46. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Optimization Culture “More than any one tactic, building a company that thinks experimentally makes optimization and testing stick.” - The Optimization Survival Guide
  47. 47. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Harness Diverse Perspectives for Good
  48. 48. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Everyone has Goals; Talk about them.
  49. 49. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Inclusion and Education Foster Success
  50. 50. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Culture exists beyond the website
  51. 51. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Introducing Optimizely’s Demandbase Integration
  52. 52. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Connect Optimizely with Demandbase in Seconds
  53. 53. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Drag & Drop Demandbase Data to Build an Optimizely Audience
  54. 54. ©2015 Copyright Demandbase, Inc. Demandbase Confidential. Target and Test Experiences General Variation Enterprise Variation
  55. 55. Thank You! John Dering Director, Marketing Programs Demandbase @D_Rang Jodie Ellis Head of Experimental Marketing Optimizely @realmccommerce
  56. 56. April 29-30, 2015 | AT&T Park, San Francisco MarketingInnovationSummit.com Join over 500 progressive marketers at AT&T Park in San Francisco for the 2nd Annual Marketing Innovation Summit for B2B on April 29-30th. • Attend innovation showcases by progressive digital marketers to hear their success stories • Education opportunities at the Demandbase University Workshops • Hear from industry analysts, investors and marketing leaders on the future of B2B Marketing • Inspiring keynotes in AT&T Park's Stadium Register today! Save $125 with code SAVE125

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