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ABM in Practice: How to Personalize your Homepage
The document discusses a presentation on account-based marketing (ABM) and homepage personalization led by Stephanie Robotham and Steve Ebin from Optimizely. It outlines the importance of ABM for B2B marketers and the benefits of personalized web experiences to enhance customer engagement. The presentation also shares insights from Optimizely's own homepage experimentation, demonstrating significant improvements in engagement and conversion rates when leveraging personalized content.
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ABM in Practice: How to Personalize your Homepage
- 1. ABM in Practice:How to Personalize your Homepage Stephanie Robotham HEAD OF CORPORATE MARKETING, OPTIMIZELY Steve Ebin HEAD OF OPTIMIZATION, OPTIMIZELY
- 2. • We arerecording! • 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. Stephanie Robotham Head ofCorporate 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. Steve Ebin Head ofOptimization, 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. 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. Why ABM? The valueof Account-Based Marketing: Why do it?
- 7. “Account-Based Marketing is usedby 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. 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. “B2C experiences haveus trained to expect personalized content, recommendations-- soon, searching for content on B2B websites will be a very disappointing experience. #ABMinPractice
- 10. Why Web Personalizationfor 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. “Personalizing your websiteis 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. Early days ofABM 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. Why ABM forOptimizely? • 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. Homepage Personalization Steve Ebin Head ofOptimization
- 15. Our goals forthe homepage • ‘Show, don’t tell’ • Showcase our own technology • Support ABM strategy • Do something easy to understand #ABMinPractice
- 16. This is ourcurrent homepage. I’d like to spend a few minutes walking through it with you.
- 17. The background imageand headline changes based on demographic criteria.
- 18. The background imageand headline changes based on demographic criteria.
- 19. The background imageand headline changes based on demographic criteria.
- 20. The background imageand headline changes based on demographic criteria.
- 21. The background imageand headline changes based on demographic criteria.
- 22. When we can’tidentify the visitor, they see a time of day message
- 23. When we can’tidentify the visitor, they see a time of day message
- 24. The modules belowthe hero are personalized based on both demographic and behavioral attributes for each visitor.
- 25. Module 1 changesbased on behavioral criteria
- 26. Module 2 changesbased on demographic criteria
- 27. Module 3 changesbased on demographic criteria
- 28. Module 3 changesbased on demographic criteria
- 29. Customer logos changebased on demographic criteria ● Travel prospects see travel logos, retail prospects sees retail logos, etc. ● Everyone else sees our default logos.
- 30. Customer logos changebased on demographic criteria ● Travel prospects see travel logos, retail prospects sees retail logos, etc. ● Everyone else sees our default logos.
- 31. Results What happened afterwe personalized the homepage?
- 32.
- 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. Process HOW WE GOTTO THIS POINT, AND HOW YOU CAN TOO
- 35. What makes thisdifficult? • 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. Step 1. Goals Whatdo 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.
- 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. Establishing Goals -Figuring it out for Yourself • Conversion vs. education? • Demonstrate vs. explain? • Explicit vs. implicit personalization? #ABMinPractice
- 40.
- 41. Accounts - forOptimizely • 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. • Do youhave 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.
- 44. Design - forOptimizely #ABMinPractice • Modular design • Hero that can be personalized • Room for personalization modules • Customer validation • Promoted content
- 45. Design - forYourself • 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.
- 47. #ABMinPractice WANT TO SEE CAMPAIGNCREATION IN ACTION? LET US KNOW!
- 48.
- 49. What’s Next? ABM inpractice after the homepage
- 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. ABM in Practice- Watch Campaign #ABMinPractice
- 52.
- 53. Customers Page • Visitorssee logos from their industry by default • Customer quote also changes by industry #ABMinPractice
- 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. Blog Content Recommendations •Content recommendations by topic interest (industry, product, etc.) • Content recommendations based on reading behavior #ABMinPractice
- 56. OPTICON 2016 San Francisco– 9/15 New York – 9/21 SAVE THE DATE