Presentation on website personalization for account based marketing at the Radius B2B Champions Lounge at Dreamforce 2018. A brief overview of what ABM is followed by how to leverage your website as part of your ABM strategy.

1. 1
Mastering Web
Personalization for
ABM
Takeshi Young
Head of Digital Marketing,
Optimizely

2. 2
Agenda
1. Introduction
2. Account Based Marketing Overview
3. ABM & Web Personalization
4. Case Studies
5. Recap + Questions

3. 3
What is ABM?
Strategic
Mid Market
SMB
One-to-One
One-to-Few
One-to-Many

4. 4
ABM Tactics
The Web is often the centerpiece
of a company’s marketing efforts
Events
Tailored
Content
Direct Mail
Private
Dinners
Email
Advertising
Website

5. 5
Getting Started w/ ABM
Firmographic Data
Demandbase
Clearbit
Reverse-IP lookup to identify
firmographics:
Company name, size,
industry, revenue, employees,
etc.
DXO Platform
Optimizely
Use firmographic and other
data to dynamically
personalize your site in real
time
Report on the impact of your
personalization & test
experience variations
Personalization
Collaborate with sales and
marketing to develop optimal
experiences for target
accounts
One-to-one & scalable
experiences

6. 6
Mapping Personalization to Tiered Approach
Tier 3Tier 2Tier 1
One-to-Many
Algorithmic personalization
Scalable personalization based on demographics,
location, time of day, user behavior
Disqualification
Identify and disqualify non-target prospects
One-to-Few
Algorithmic personalization
Scalable personalization based on firmographics,
demographics, & user behavior
Symmetric messaging
One-to-One
Custom tailored personalization
Custom images
Custom content & offers
Live chat
Align personalization effort with importance of account

7. 7
Tier 1 Accounts

8. 8
One-to-One Personalization

9. 9
Website Chat

10. 10
Tier 2

11. 11
Industry Specific Content

12. 12
Scalable Account Based Personalization

13. 13
Symmetric Messaging

14. 14
Tier 3

15. 15
Other Personalization

16. 16
Recap
Strategic
Mid Market
SMB
One-to-One
One-to-Few
One-to-Many