What kind of experience do your website visitors really have? Is it a generic, catch-all approach, or a targeted, personalized message? With account-based marketing, maintaining relevance to your target accounts is of critical importance. As part of writing our new eBook, we sat down with Optimizely to discuss personalization options. Now, Optimizely is back with us, helping us go in depth to discover how web personalization can drive ABM. We’ll show you how to use dynamic signals to segment your hot and cold accounts, then how to personalize an experience with Optimizely technology. During this Web Clinic, Optimizely’s Takeshi Young and Digital Reach’s Head of Operations Andrew Seidman will cover: What is web personalization? How can we create a personalized experience for ABM contacts? Strategies to track the value of different web experiences.

1. Mastering Web
Personalization for
ABM

2. Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation

3. Contact: Andrew@digitalreachagency.com | Digital Reach
Leading Digital Experience Optimization solution for
the enterprise
Companies work with us for:
• Next generation “test & learn”
systems
• Scale a/b testing, multivariate
testing, and personalization
About Optimizely
• Partner of choice for 26 of Fortune
100
• Founding member of the ABM
Alliance

4. Contact: Andrew@digitalreachagency.com | Digital Reach
Takeshi Young, Web Optimization Manager,
Optimizely
• 10+ years in SEO, CRO, and Online
Marketing
• Demand Gen team @ Optimizely
• Manage Optimization Program
(Optimizely on Optimizely)

5. Contact: Andrew@digitalreachagency.com | Digital Reach
Available Now:
UNIVERSAL – Your Guide
to Account Based Success
Our eBook is Available for Download!

6. 6
Today’s Agenda

7. Contact: Andrew@digitalreachagency.com | Digital Reach
1 Understanding Web Personalization
2 Web Personalization for ABM
3 Personalization for ABM SEM / SEO
On the Agenda

8. 8
Understanding Web
Personalization

9. Contact: Andrew@digitalreachagency.com | Digital Reach
What is Web Personalization?
• Customized, tailored
experience for each visitor
• Going from static, one-
sized fits all website to a
dynamic one that evolves
based on the user and user
needs
• 2 pieces: segmentation &
experience delivery
• Segmentation based on
behavior, context,
demographics, first-party
data, third-party data

10. Contact: Andrew@digitalreachagency.com | Digital Reach
How does Optimizely Work?
• Optimizely Web & Optimizely Full Stack
• Optimizely Web: client-side solution, just
install snippet on website
• Easy to use, doesn’t require a developer
• Optimizely Full Stack: server-side
• Works on any internet connected device
• Better performance
• For product & development teams

11. Contact: Andrew@digitalreachagency.com | Digital Reach
How does Optimizely Work?

12. 12
Web Personalization
for ABM

13. Contact: Andrew@digitalreachagency.com | Digital Reach
Dynamic Signaling for ABM
• Account Based Marketing: Focusing on a core set of target accounts
• Razor-focus
• Offline tactics: Gifts & direct mail, dinners, events, targeted ad campaigns
• Website the hub of marketing activities
• Create tailored experience once customers land on the site
• Different tiers of ABM, different investment and website experience

14. Contact: Andrew@digitalreachagency.com | Digital Reach
Dynamic Signaling for ABM
• Engagement Data
• Firmographics
• Demographics
• Geographics
• Technographics
• Predictive Data
• Staffing and Leadership
changes
• Funding changes
• Industry News
• Survey results
• Intent Data
Use Dynamic Signals to score accounts and identify the best
point of entry.

15. Contact: Andrew@digitalreachagency.com | Digital Reach
Thinking About Page Visits
Page visits are one of the most valuable Dynamic Signals.
What does a page visit mean?
• The account is aware you exist
• Multiple visitors means that you have traction within the buying
committee
• Data collection is beginning (Marketing Automation, Sales Development,
etc.)

16. Contact: Andrew@digitalreachagency.com | Digital Reach
Why does this matter for ABM?
When a key contact visits your website, this is your first chance
to communicate with them directly. What will their experience
be?
• Personalization is memorable – think branding
• Update your messaging to reflect their likely pain points
before you know them (use dynamic signals)
• Update your landing pages when you KNOW their pain
Personalize by tier and mirror your marketing and sales efforts.

17. Contact: Andrew@digitalreachagency.com | Digital Reach
Top Tier Accounts

18. Contact: Andrew@digitalreachagency.com | Digital Reach
Mid Tier Accounts
• Personalize name, but no unique
creative or messaging
• More generic offers based on
firmographics such as industry and
company size
• Scalable form of personalization

19. Contact: Andrew@digitalreachagency.com | Digital Reach
Lower Tier Accounts
• ABM is about focus, which is about saying ‘no’ as it means saying ‘yes’
• Using personalization to create experiences for visitors that are not high
value targets
• Directing to self-serve, pay-as-you-go plan
• Hiding contact sales CTAs for enterprise plans

20. Contact: Andrew@digitalreachagency.com | Digital Reach
Testing to Improve Key Metrics
Test for:
• Conversion Rate
• Time-on-site
• Pages Visited
Then iterate!
Rather than creating a single experience for a segment, create
multiple experiences and test them against each other

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Personalization for
ABM SEM and SEO

22. Contact: Andrew@digitalreachagency.com | Digital Reach
Personalization and Paid Marketing
• Symmetric messaging –
have your landing pages
mirror your ad copy
• Deeper-funnel A/B tests!
• 40% improvement in
conversions on PPC
• Improvement in quality
score = lower cost of ads
= money savings
Conversion rate has a massive effect on SEM ROI.
Personalization has a massive effect on conversion rate.

23. Contact: Andrew@digitalreachagency.com | Digital Reach
Personalization affects SEO Metrics
Google cares about “Experience”,
and (probably) judges based on
bounce rate, time-on-site,
interactions, and pages visited.
• Reduce pogo-sticking
• Improve “experience metrics”

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Evaluate the
Success of
Personalization

25. Contact: Andrew@digitalreachagency.com | Digital Reach
Combine Analytics and Personalization
How does your funnel respond to ABM personalization?
• Compare conversion rates across Tier 1, Tier 2, and Tier 3 pages
• Time-on-site and branding efforts mean more for ABM
• Higher deal value
• Larger buying committees
• Attribution of landing pages

26. Contact: Andrew@digitalreachagency.com | Digital Reach
Combine Analytics and Personalization

27. 27
Integrate
Solutions

28. Easy installation, integration with leading data providers,
dynamic customer profiles, simple visual editor,
Javascript and CSS customizations available
Connect with Optimizely to:
 Personalize for ABM
 Improve conversion rates
 Attribute ABM success
Connect with Optimizely
Email takeshi@optimizely.com more information

29. Get a second opinion on your
Demand Generation Approach
In a 30 minute consultation, learn:
 Where you rank in relation to competitors
 Measure revenue opportunity from Search
 What you can do to accelerate results from digital now
Andrew
Seidman
Head of
Operations
Thanks for watching!
Email Andrew@digitalreachagency.com or call (415) 857-1263 for more information