B2B Marketers have unprecedented ability to measure their programs, ushering in the era of “data-driven” Marketing. But as you’re rushing towards collecting more data, driving more leads and defining new metrics, it’s time to ask yourself: Are my website advertising investments attracting my targets? What content are my targets engaging with? What website changes can I make to increase conversion of my target accounts? Are my activities actually driving revenue? In this 25-minute webinar, followed by an “Ask-the-Expert” session, Amit Varshneya and Zineb Harvey will share key Premium Analytics insights that have helped shape the digital strategies of 100s of Demandbase Premium Analytics customers, like Ellie Mae and Iron Mountain.

1. Changing the Game
with Demandbase
Premium Analytics

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Introductions
Zineb Harvey
Analytics Strategist
Amit Varshneya
VP, Consulting Services
and Support

3. Getting to Insights and
Strategy from Data

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Analytics and Measurement are important,
but might be a weak spot for most teams
IMPORTANCE
PERFORMANCE
76%
29%
47% gap
MARKETERS’ PERCIEVED PROFICIENCY
IN MARKETING MEASUREMENT
% of US Marketers (Top 3 on 10-point scale)
Source: Adobe/Research Now, Sept. 2013

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Analytics and Measurement are important, but
might be a weak spot for most teams
LEVEL OF EXPERIENCE
WITH DATA & ANALYTICS TOOLS
AMONG MARKETING TEAMS
According to US Marketing Executives
Source: Spencer Stuart, “CMO Summit Survey Results,” April 2013
Proficient
44%
Less than
Proficient
45%
Sophisticated
11%

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Results from B2B Marketing Analytics Survey
Source: B2B Marketing Analytics Report 2014

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Data doesn’t automatically lead to change
and success
Data
Knowledge
Information
Change

8. Website
Goals
Content
Groups
The Three Pillars of B2B Web Analytics
lead to Marketing insight (and $)
Visitor
SegmentsENGAGE CONVERT
ATTRACT
$

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Premium Analytics Methodology
2-4 weeks Ongoing
Configuration
Analysis
Planning
STRATEGIC APPROACH
Review Configure
Plan
Analyze
Iterative Analysis
(2 week cycles)
TOPICS/ACTIVITIES
BUSINESS
TECHNICAL
Planning
Segment Definitions
Content
Objectives
Resources
Existing Tools:
- Analytics
- CMS
- MAS
Configuration
Target Segments
Channels
KPI’s
Comm. Plan
Data model
Insight Priority
Analytics Configuration
Analysis
Roadmap
Custom reports and
dashboards created

10. Campaign Effectiveness

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Is my advertising spend attracting my targets?
Half the money I spend
on advertising is wasted.
The trouble is:
I don't know which half.

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What we did?
1. Implemented tracking strategy to leveraging
campaign parameters
2. Integrated the paid search data with click
stream data into one unified data source
3. Analyzed data from impressions to
engagement on the site with Demandbase
segments

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CPC Composition
1
1

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Enterprise – PPC Search vs. PPC Content

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Outcomes
 Content PPC was turned off without any impact on
bottom line
 Spend was reallocated to campaigns that drove
higher percentage of companies from the right
segment
 Negative keyword strategy to remove customers
search queries (logins etc…)
 New success metric to measure the performance of
our campaigns
 Cost per Conversion (retired) Cost per enterprise
company

16. Content Consumption

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What content are my targets engaging with?
I have a team of content
creators…I have no idea
what content is working?

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What we did
1. Classified content according to content types
⇒ Aligned analysis to client’s view of content
2. Applied different weights to the content types
⇒ Set context for drill-down
3. Scored content types and rolled them to company level
⇒ Identified specific content to optimize

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Content Scoring
Company
Visitor 1
Company
Visitor 2
INTERACTIONS
Whitepaper A: 6
Product Views 1: 19
Video Download 1: 10
Visit Frequency: 4
Search term: Non branded
Conversion: Download Paper
INTERACTIONS
Whitepaper B: 9
Product Views 2: 19
Video Download 2: 5
Visit Frequency: 6
Search term: Branded Term
Conversion: Contact us
Engagement score: 50 Engagement score: 20

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Score – Company Level
Company 2Company 1
Engagement Score: 1000 Engagement Metric: 500

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Company engagement score - WOW

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Outcomes
 Support of the personalization strategy was
secured based on analysis
 Lead nurturing campaigns were set up to
further engage users with content they were
more likely to consume
 Sales was able to use the scores to interact
with their accounts and impact opportunities

23. Focus on leads

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How are visitors converting?
Sales is not getting as
many leads as we did
last month .

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What we did?
1. Trended Key Form
⇒ Eliminated customers
data from the analysis
⇒ Prospect sessions
increasing, conversion
rate decreasing
⇒ Conversions had
decreased across all
channels

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What we did?
2. Used analytics annotations and the Wayback
Machine compare designs changes
⇒ New design removed featured assets
from the navigation
BEFORE AFTER

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Outcomes
 A/B tested location of the featured assets in the
navigation as well as other pages
 Personalized text around the featured asset
headlines with industry specific messaging and
increased conversions substantially

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Summary
 Keep your eye on the prize = ACTION
 Constant cycle of planning, configuration and
analysis
 Data availability, configuration and manipulation
critical to drive the right insights

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Amit Varshneya
VP, Consulting Services and Support
avarshneya@demandbase.com
(415)683-2947
Zineb Harvey
Analytics Strategist
zharvey@demandbase.com
(415)683-2678
Thank You

30. Appendix

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C R E AT I V E D E S I G N E R TA R G E T A U D I E N C EE X E C U T I V E S
How do you decide on Site Design?
Testing, Targeting
and Personalization
Featured content should
go in the navigation.
That’s what our
competitors are doing.
Below the fold would
look better.
Let us tell you!