a new episode in our From maze to amaze series where we interview Trendemon customers and ask them to share their playbooks on how they leverage personalization and buyer journey insights to maximize the impact of their website, content and digital assets. Beth Hanson from Perforce shares how they deploy journey orchestration for both ABM and PLG scenarios.

1. How Perforce transforms their B2B websites
into growth engines?
From maze to amaze

2. 2
Hello!
Avishai Sharon
Trendemon CEO
Beth Hanson
Web Marketing
Manager
Halel Porat
Trendemon COO &
Head of CS

3. 3
Agenda
1) Introduction
2) About Perforce
3) The Marketing Challenges
4) The Stack
5) How to Orchestrate the Buyer Journey
6) Trends in B2B Buyer Journeys
7) Audience Questions

4. Solving the Hardest Challenges
in DevOps with the

5. Solving the Hardest Challenges in DevOps
DEV PRODUCTIVITY &
COLLABORATION
AGILE MANAGEMENT & PLANNING
APPLICATION TESTING & QUALITY
Empower teams to create
and deliver at massive scale.
Build and manage complex digital
products across geos, time zones,
and the lifecycle.
APPLICATION & OPEN SOURCE
MGMT
Manage DevOps processes
and production applications.
Ensure customer
satisfaction and increase
competitive advantage
Perfecto
Helix QAC
Klocwork
TotalView
OpenLogic
Zend
Akana
Sola
Helix ALM
Hansoft
JRebel
Gliffy
Methodics
IPLM
Helix Core
Helix TeamHub

6. 77%
Perforce Powers...

7. 7
Why Orchestrate Buyer Journeys on your website?
Why now?

9. The Broken B2B Journey
Website
25-18%
of the potential opportunities
drop after visiting their website.
Why?
ORGANIC &
PAID TRAFFIC
MARKETING
AUTOMATION &
CRM

10. The Broken B2B Journey
A Buyer-led
Process
ORGANIC &
PAID TRAFFIC
MARKETING
AUTOMATION &
CRM
• Buyers today research independently.
• 80-90% of the journey is anonymous.
• They expect a seamless, personalized journey.
• Yet, most websites are unable to offer those experiences.

11. 11
Capture Attention, Not Leads

12. Perforce Marketing Overview
Main Objectives
1. Awareness
2. Demand Generation
3. Sales Enablement & Partner Enablement
4. Customer Marketing
Key Methods
• SEO
• PPC
• ABM
• Email
• Social
• Events
• Press / Media

13. Perforce MarTech Stack

14. Solving
Marketing
Challenges
With
TrenDemon
Accelerating organic traffic.
TrenDemon helped us accelerate
conversions.
Lack of insights into customer journeys.
TrenDemon gave us data to make better
marketing decisions.
15+ product lines spread across 9+
domains, with different target markets.
TrenDemon helped us accelerate and
personalize their journeys.

15. From Maze to
Amaze:
The Perforce
Playbook
Start Broad With Campaigns:
Engage the highest volume of traffic — on our blogs.
Top
of Funnel
Engage Audiences by Intent:
Help engaged visitors take their next steps — through
smart audience targeting.
Middle
of Funnel
Capture Leads and Accelerate Journey to Sale:
Personalize the experience for audiences who have
already converted to help them reach the next stage.
Bottom
of Funnel

16. Top of Funnel Campaign: Exit Intent eBook
1.85% CTR (218 clicks)
50 eBook downloads
+203 other goal completions!
79 total journeys accelerated

17. Top of Funnel Campaign: Exit Intent Trial
1.38% CTR (980 clicks)
447 trial conversions
+797 other goal completions!
510 total journeys accelerated

18. Top of Funnel Campaign: Exit Intent on Paid
5.63% CTR (61 clicks)
15 white paper conversions
+37 other goal completions!
17 total journeys accelerated

19. Middle of Funnel Campaign: Retargeted Homepage
2.4% CTR (159 clicks)
31 trial conversions
+76 other goal completions!
53 total journeys accelerated

20. Middle of Funnel Campaign: Exit Intent Trial
20.73% CTR (57 clicks)
4 demo sign-ups
+43 other goal completions!
18 journeys accelerated

21. Bottom of Funnel Campaign: Trial Converter Slider
6.46% CTR (69 clicks)
69 demo sign-ups / journeys accelerated
+12 other goal completions!

22. Bottom of Funnel Campaign: Trial Converter Survey
<-- 7.3% CTR (198 clicks)
16.89% CTR (703 clicks) -->

23. What Else Have We Learned?
Our playbook works!
But not every campaign gets the same results.
And we’ve learned some lessons along the way…

24. Lesson #1:
A/B Test as Much as Possible
You may just be surprised!
• Static images beat GIFs on exit intent.
• Powerbars beat sliders for webinar sign-ups.
• Demo offers beat trial offers on product pages.
• Product screenshots beat general graphics.
• But general graphics beat people!
A/B test winner!
A/B test loser!

25. Lesson #2:
Keep It Simple
Don’t go overboard on targeting!
Too specific audiences = too few impressions.
Keep TrenDemon form fields to a minimum.
No one wants to fill out more than 1–2 fields on a pop-up.

26. Lesson #3:
Use Insights to Adjust Your Marketing Strategy
SQL journeys often have “strategy” content in their history.
This helped us decide to promote “strategy” content with and without TrenDemon (e.g., event attendees).

27. What’s Next For Perforce + TrenDemon?
✔ Set up Drift audiences.
• Use Drift audiences to
improve our collaboration
between TrenDemon
promotions & Drift chats.
• Create 6sense audiences.
✔ Explore the ABM add-on.
• Use the new 6sense
integration to create more
targeted TrenDemon
campaigns.

28. The Audience-Based Marketing Playbook
Based on external sources like
6Sense segments or internal
activities like onite engagement,
survey answers or MA/CRM
attributes.
Convert your content into
engagement units (banners, CTAs,
etc.)
Experiment by engaging different
audiences with different creatives and
measuring the impact on engagement
and bottom of funnel goals.
1. Build Audiences
2. Generate Creatives
3. Test Experiences
28

29. 29
How the B2B Buyer Journey is evolving?
Needles in Haystacks
Stuff we found
in our data

30. 30
2020 vs. 2021
The dark journey
is getting darker
The anonymous
journey on the
website is getting
2.5 times longer

31. 31
Buyers consume
6 times more
content than
non-buyers

32. 32
Audience Questions

33. The Audience-Based Marketing Playbook
33

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Thank You!
Learn more on how to orchestrate your
buyers’ digital journey at Trendemon.com