Andy Zimmerman and Ben Alvord presented "Why Web Personalization is the Key to Effective ABM" at the #FlipMyFunnel Atlanta 2016 conference

1. #FlipMyFunnel Atlanta
Why Web Personalization is
the Key to Effective ABM

2. #FlipMyFunnel #ABM@Evergage
Andy Zimmerman
CMO
Evergage
Ben Alvord
Web Marketing Manager
Mendix
Only Evergage’s real-time
personalization platform delivers
The Power of 1, enabling digital
marketers to transform the
dream of 1:1 customer
engagement into reality.
About Evergage
Welcome
About Mendix
Mendix drives digital
transformation by empowering
customers to bring new digital
products to market and
developing applications at the
speed of ideas.

3. #FlipMyFunnel #ABM@Evergage
 ABM Background
 Mendix Case Study
 Evergage Examples
 Challenges & Solutions
 Q & A
Agenda

4. #FlipMyFunnel #ABM
Background
@Evergage

5. #FlipMyFunnel #ABM
Key tactics
– List Dev’t
– Email
– Direct Mail
– Events
– Social
ABM Background
– Online Ads
– Website Personalization
Account-based marketing (ABM) is the strategic approach marketers use to support
a defined universe of accounts, including strategic accounts and named accounts. It
also includes support for the post-sale customer lifecycle using marketing’s toolkit to
contribute to the overall customer experience.
@Evergage

6. #FlipMyFunnel #ABM
 What’s the most important tactic?
 Key audiences
– Companies from target industries
– Named prospects
– Install bases (e.g. competitive,
complementary)
– Customer accounts
– Competitors
ABM Background (cont’d)
 Key data
– Industry/sub-industry
– Account name
– Geography
– Source
– Behavior
@Evergage

7. #FlipMyFunnel #ABM
Case Study / Examples
@Evergage

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 Fastest & easiest Rapid Application Development platform
for delivering web and mobile applications at scale
 Enterprise-class application platform
 Cross-industry solution (but target specific ones)
 1.5 years using Evergage, integrated with Salesforce
Mendix – A Quick Overview
@Mendix

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Home Page Examples
@Evergage

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Additional Examples Across Site
@Mendix

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Driving Event Signups
@Mendix

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 10% increase in overall leads generated
 6% reduction in homepage bounce rate
 12% increase in traffic to industry pages
 20% of all event signups driven through personalization
Results
@Mendix

13. #FlipMyFunnel #ABM
 Auto-filter lists on select pages based on industry segment
– Resources and Customers pages
 Modify content on key pages based on industry segment
– Central overview page
– E.g. Insert relevant customer story
“Our customer Bank took advantage of our security features in building
their account origination system.”
Future Plans
@Mendix

14. #FlipMyFunnel #ABM
Industry Targeting on Evergage.com
@Evergage

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Prospect-Specific Targeting on Evergage.com
@Evergage

16. #FlipMyFunnel #ABM
Install Base Targeting
@Evergage

17. #FlipMyFunnel #ABM
 VIP Customers
– Promote relevant help resources
– Geo-based user group meetings / events
– Connect with your account executive
– Inform visitors that they are customers
 Trial Customers
– Expiration info, account rep, tips/tricks
– Pass activity data to sales team
Customer-Specific Targeting
@Evergage

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Challenges & Solutions
@Evergage

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Remember *69?
Reverse IP Lookup
@Evergage

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Coverage Challenge
@Evergage

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Detection Challenge
@Evergage

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 IP Look-up
– Company
– Industry/sub-industry
– Geo-location
 Previously Identified
– Form fields
– Logged in
 Campaign Source Identification
– Email
– Ads
– UTM codes
 Behavioral Targeting
– Favorites/preferred category
Data-Driven ABM
@Evergage

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Industry Detection
@Evergage

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Expanding the Segment
@Evergage

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Expanding the Segment Further
@Evergage

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Account-Specific Targeting
@Evergage

27. #FlipMyFunnel #ABM
Salesforce Integration
@Evergage

28. #FlipMyFunnel #ABM
Target Account Activity Alerts
@Evergage

29. #FlipMyFunnel #ABM
Target Account Analytics
@Evergage

30. #FlipMyFunnel #ABM
Thank You and Q&A
Learn more
evergage.com
Get a Demo
of Evergage
evergage.com/demo
Free Personalization
Resources
evergage.com/resources
@Evergage

31. #FlipMyFunnel #ABM@Evergage