Presentation shared at Marketing Innovation Summit for B2B.

1. CREATING AN ANALYTICS-DRIVEN
CONTENT STRATEGY
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

2. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Agenda
§ Groundwork
§ Segment Grid
§ Examples
§ Review & Questions

3. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
3
GROUNDWORK

4. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
4
Three Pillars of B2B Analytics
Website
Goals
Content
Groups
Visitor
SegmentsENGAGE CONVERT
ATTRACT

5. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
5
COMPANY PROFILE
• Geography
• Industry/Vertical
• Company Size
(Revenue, Employees)
• Technology Stack
STANDARD
• Demographics
• Interests
• Geography
• Technology
• Behavior
Visitor Segments that work best for B2B
NAMED ACCOUNTS
• Relationship Type
• Prospect
• Customer
• Partner
• Competitor

6. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
6
Content Groups (Classification)
TAXONOMY MECHANISM
2-3 level Hierarchy
• Site Sections
• Buyer Phase
• Content Type
• Intended Audience
• URL Pattern Rules
• CMS Data

7. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
7
How to Measure
§ Pageviews
§ Time on Page
§ Scroll Depth
§ Conversion Influence
§ Entries
§ Bounces
§ Exits

8. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
8
SEGMENT GRID

9. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
9
Content vs. Visitor Segments
Level 1 Level 2 Page-Level Metrics
Products
A
B
C
D
Services
1
2
3
4
Knowledge Center
White Paper
Case Study
Article
Infographic
eBook
Conversion
Contact
Demo
Campaign
Company
About
News
Leadership
Home
Key
Corporate
Emerging
Maintain
Logo
§ Site Sections plotted
on Y axis
§ Visitor Segments on
X axis
§ Select areas of the
grid to focus on
§ Choose 1-3 metrics
for visualizations

10. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
10
USE CASES

11. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
11
Use Case Format
§ Planning
§ Configuration
§ Data Assembly
§ Analysis
§ Actions
Site Sections
Content Types
TAXONOMY TYPES

12. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
12
Planning Site Sections
Research site
navigation
Plot URL
structure
Document
Internal view
of content
Select
performance
metrics
1 2 3 4

13. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
13
Configuration
Classification hierarchy completed….
1. Select dimension/variable with page names (URL’s)
2. Define delimiter for page name values
3. Create classification rules
4. Run and review classification output
Site Sections

14. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
14
Data Assembly
1. Extract data from analytics platform
Dimensions: Page name, Company attributes
Metrics: Page metrics
2. Run content classification rules
3. Create calculated metrics and
dimensions
Site Sections

15. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
15
Analysis
1. Isolate a performance metric:
Pageviews, entrances, exits,
bounces, conversion influence
2. Plot top level of content
hierarchy across visit
segments (rows in grid)
3. Repeat for additional metrics
4. Look for patterns in page view
volume and engagement
Site Sections

16. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
16
Recommended Actions
§ Adjust nav/links to guide
visitors to preferred content
§ Visual priority for relevant content
§ Order of link lists (top, left)
§ Focus on the most engaging
sections for target segments
§ Strengthen segment-specific
content
§ SEO for entry content
§ Optimize underperforming
entry pages to push visitors
to relevant content
§ Add CTA’s for relevant
content
§ In-body, right rail
§ Related content

17. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
17
Planning Content Type
Decide on
taxonomy
(vocab/terms)
Inventory
content
Store
classifications
Select
performance
metrics
3 41 2

18. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
18
Configuration
When URL classifications are not an option…..
CMS ANALYTICSPAGEVIEW
Content Type
TAXONOMY

19. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
19
The hard work of passing data from the CMS to the
analytics platform is already done
1. Extract data from analytics platform
Dimensions: Page Name, Company Profile
Metrics: Page Metrics
2. Create calculated metrics
and dimensions
Data Assembly Content Type

20. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
20
Analysis
0.00
0.20
0.40
0.60
0.80
1.00
1.20
0
1
2
3
4
5
6
7
8
9
10
Blog White Paper Data Sheet Video Case Study Best
Practices
Solution Brief Brochure Infographic
InfluenceonConversion
Pageviews
Influence
Pageviews
Content Type
Content Engagement and Performance (Key Accounts)

21. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
21
Recommended Actions
§ Prioritize investment in the kinds of content that
target visitors are consuming across buying phases
§ Use content preferences to drive selection of
content for outbound campaigns
§ Experiment with on-site promotion of content that
may be under-utilized

22. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
22
Summary
• Establish target visitor segments
• Create content classification scheme (taxonomy)
• Configure data sources and classification rules
• Assemble the data
• Plot content segments against visitor segments
• Take action. Experiment.

23. © 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
23
THANK YOU!