How Cyber Marketers can use personalization to reduce friction along their buyer journeys? Join Tenable's Limor Danai and Avishai Sharon from Trendemon as they discuss these topics and more.

1. How Cyber Marketers use personalization
to ensure enterprise buyers stay on track
Live Webinar
+ Post-Webinar Discussion Groups

2. 2
Hello!
Limor Danai
Marketing Director
Tenable
Avishai Sharon
CEO
Trendemon

3. 4
The Cost of Friction
within your buyer
journeys.

4. 5
About Trendemon

5. Reducing Friction in your Buyer Journeys
Selected Customers
Get a Demo
Avishai Sharon
CEO
Halel Porat
COO
Lena Brenner
CTO
Founders with over 12 years of domain expertise.

6. How We Stack Up?
TrenDemon’s position in typical customers’ stacks

7. homepage product page MQL >> SQL >> WON
What companies
typically see October 22 2020
Desktop
Google Organic
What actually
happened
October 20 2020
Mobile
LinkedIn
September 29 2020
Desktop
Remarketing PPC
June 4 2020
Desktop
ABM Campaign
August 15 2020
Mobile
Direct
read post watched
video
read product
page
User Journey Starts Here
The Customer Journey is Online
Entire Journey
Last Session

8. Our Methodology
1. Map
2. Attribute
3. Personalize
Map customer journeys
to goals in your MA and
CRM
Measure the impact of your
assets and channels on
business outcomes.
Serve the relevant content
and messages on your site to
the relevant audiences.

9. 11
Personalized,
Attribution
powered

10. 12
Dedicated
Hubs

11. Trendemon

12. 14
About Tenable

13. EMPOWER ALL
ORGANIZATIONS TO
UNDERSTAND AND REDUCE
THEIR CYBERSECURITY
RISK

14. 16
SEE EVERYTHING
PREDICT WHAT MATTERS
ACT TO ADDRESS RISK

15. Why Personalization at Tenable
17
Personas
Large product offering with
different buyer personas
Sale Cycle
Different sale cycle for each
product
Needs/Requirements
Consuming different material
based on interests or needs
Global
Global market, localization,
languages

16. 18

17. Personalization Levels
19
WHO? GEO, LANGUAGE
WHEN/WHERE? BEHAVIOR, PAGE VISITS, READ TIME
ATTRIBUTION? WHAT ARE THEY
CONSUMING
ACCOUNT / INDUSTRY
ULTIMATE PERSONALIZATION

18. 20
DIGITAL
CAMPAIGNS –
Retargeting,
ABM, Paid
Social
CRM –
Feeds into sales,
gets intent data
PERSONALIZATION
TOOL –
CTAs, Analytics,
Intent
MARKETING
AUTOMATION –
provides data on
the lead lifecycle
status.
eMail marketing/
nurture
CONVERSATIONAL
TOOL
ABM TOOL –
Intent data
CONTENT
CONSUMPTION
TOOL

19. 21
DIGITAL
CAMPAIGNS –
Retargeting,
ABM, Paid
Social
CRM –
Feeds into sales,
gets intent data
PERSONALIZATION
TOOL –
CTAs, Analytics,
Intent
MARKETING
AUTOMATION –
provides data on
the lead lifecycle
status.
eMail marketing/
nurture
CONVERSATIONAL
TOOL
ABM TOOL –
Intent data
CONTENT
CONSUMPTION
TOOL

20. Is Personalization Right for Everyone
• Company Size (budget, buy in from management, at what stage)
• Content
• Personnel (do you have the dedicated person to run it)
• Implementation (set up)
• Testing and more testing
22

21. 23
Guiding vs. Gating

22. 24
Meet your new B2B Buyer
78%
of Gen-xers to Millenials won’t fill
a form to get information
via business-review survey

23. Known contact
20%
4-7 reads
Engagement -
Establish
Need
signs up
Anonymous Research on your site
45%
10-15 reads
Education -
Establish Expertise
25
The External, Unknown and Known Stages of the B2B Journey
External Exposure & Research
35%
8-12 exposures
Exposure -
Establish Trust
visits website

24. 26
The best CTR forms (over 2%) have
1 field
Stats & Stories
If you don’t have to capture
multiple fields, don’t.
FRICTION.

25. 27
1) Most successful (=highest CTR) companies run 10 or
more personalization campaigns on their site.
2) Highest CTR campaigns have double triggers (scroll
& exit/time)
3) Content Hubs reach double digit CTRs!
4) Surveys are great ways to find target personas and
are highly engaging.
Flash Stats & Takeaways

26. 28
double
digit CTR

27. 29
Audience Questions

28. 30
Mastering Personalization
Buckets, Flows, Pools & Pipeline

29. 31
Pool your Content

30. 32
Enable flow
between items
in that pool

31. 33
The Process we see work
Buckets (Audiences)
Product/Persona A
Product/Persona B
Product/Persona C
Pools (Content and Stage)
Assets for Persona A
Assets for Persona B
Assets for Persona C
Landing Nurture Conversion
Ensure easy access between assets within the pool

32. 34
Breakout Rooms:
1. Personalization Stats,
Methodologies, and Playbooks
2. Tech Stacks & Tools for Success

33. 35
Thank You!
Learn more on how to uncover & improve your
customers’ digital journey at Trendemon.com
Connect with me: avishai@trendemon.com