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

1. 1
Optimizely Under the Hood
B2B Experimentation
& Personalization at
Optimizely
Michael O’Connell & Takeshi Young
November 13, 2018

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
Presenters
Takeshi Young
Web Marketing Manager
@takeshiyoung
Michael O’Connell
Snr. Director, Demand Gen
@mike_oconnell

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
Marketing at Optimizely

6. 6
13
29 of the Fortune 100 Have Chosen Optimizely
We Are Proud to Work With Great Global Enterprises

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
Changed From Selling to Early Adopters to Early Majority

9. 9
Enterprise
Marketing
© Liberal Party of Canada / Via youtube.com

10. 10
Growth Remains THE Priority For Our Marketing Team

11. 11
Full Market Coverage - Balancing ROI with Scale
All Segments
StrategicAccounts
Customers
Account Based Demand Generation

12. 12
Our approach to
Digital Experience
Optimization (DXO)

13. 13
We Believe ‘Drinking Our Own Champagne’
Photo by Tristan Gassert on Unsplash

15. 15
The Dream Team

16. 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

17. 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

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Optimizely on
Optimizely (OOO)

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By-the-Numbers
XXX,000 visitors
1,000 pages
100 new experiments
40 personalization campaigns
6 experiments

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Focus Areas
1. High traffic pages (home page, top SEO pages, blog)
2. High intent (product page, plans page, contact us page)
Touchpoints

21. 21
Ideation
1. Brainstorm sessions (within team & key stakeholders)
2. Analytics & visualizations (CrazyEgg, FullStory)
3. Iteration
4. Internal strategy team
5. Company-wide experimentation

22. 22

23. 23
Experiment +
Campaign
Examples

24. 24
CTA Tests
+129% clicks

25. 25
Iterating to Perfection
+16% submissions

26. 26
Form Testing
+8% on
Desktop
+15% on
Mobile

27. 27
GDPR Popup
+40% opt-in rate

28. 28
Personalized Promotions

29. 29
Localization

30. 30
Experimentation + Personalization +40% clicks

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Industry Specific Personalization +20% clicks

32. 32
Industry Specific Messaging

33. 33
Symmetric Messaging

34. 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

35. 35
Top Tier Account Experience

36. 36
Mid Tier Accounts

37. 37
Takeaways

38. 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

39. 39
Questions?
Next Webinar - December 5th:

40. 40
We also integrate with a host of other technology providers