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B2B Marketing Best Practices that Need to Die
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Transcript of B2B Marketing Best Practices that Need to Die
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Greg Ott CMO, Demandbase
Chris Harmon Principal, theBATstudio
02/09/2011
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THREE “Best-‐Prac0ces” you should put to rest
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Improve: • Conversions • Ability to measure ROI • and even customer satisfaction
… while breathing new life into your marketing.
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• B2B Marke0ng is evolving
• Innova0ve technologies challenge complacency
• Web is now the center of customer experience
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B2B Marke0ng is using too many B2C hand-‐me-‐downs
B2B Online has fundamental differences:
1.Sell to accounts, not individuals.
2. Low volume, high value.
3. ASributes of relevance are business aSributes
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Innova0ve Technologies challenge complacency:
• iPhone / iPad • Marke0ng Automa0on
• Analy0cs • Personaliza0on and Customiza0on
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Web is now the center of the customer experience:
• Marke0ng Brochure
• Demo Center
• Support Center • Product What was the last B2B transac0on you made where you DIDN’T access the web?
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If you don’t – you’re leaving money on the table!
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1. Website Experience
2. Lead Generation
3. Measurement
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Most B2B sites:
• Suffer from content OVERLOAD
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Most B2B sites:
• Suffer from content OVERLOAD
• Too much user EFFORT
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Most B2B sites:
• Suffer from content OVERLOAD
• Too much user EFFORT
At the end-of-the-day…
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What would you do differently if you knew the company that was ABOUT to visit your website?
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Target Content / Offers by Vertical
Healthcare
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Target Content / Offers by Vertical
Financial Services
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Target Content / Offers by Vertical
Telecom
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Optimize Experience using the B2B Attributes of the visitors:
1. Crafting offers by Vertical / Size
2. Customizing Pages with Account Names
3. Targeting offers to specific Accounts
Minimizing content – maximizing RELEVANCE
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1. Website Experience
2. Lead Generation
3. Measurement
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Most B2B sites:
• Want leads, but need for detailed data means they make it a pain for the user
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11 Form Fields
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13 Form Fields
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14 Form Fields
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15 Form Fields
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The “leaky bucket”
• The BEST forms average 2% - 10% Conversion rates
• That = 90-98% exit rate
• Progressive Profiling is NOT the answer
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User-‐ Generated Data
Detailed Account Data
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Results:
• Form Completion Rate 200%
• Data Quality Improved
• Prospect Satisfaction… Priceless
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1. Website Experience
2. Lead Generation
3. Measurement
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Common Metrics come from B2C: • Traffic Quantity and volume vs. Quality
• PV/Visit on average vs. for getting more people to the most valuable content
• Email CTR vs. Conversion over time
• Inconsistent with CRM data
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The Game has CHANGED
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• B2B needs it’s own online best practices
• Tons of room for innovation as buyer behavior and tools shift
• Shift to a user-experience focus
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To connect with them, you need to deliver:
• RELEVANT
• CONTEXTUAL
• VALUABLE
…content, offers, and engagement tools – and you need to measure the results in a whole new way.
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Lead Gen Engagement Measurement
Account-‐Based Engagement
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“ Business has only two functions: ���marketing and innovation.
Marketing innovation creates value ���and all the rest are costs.
-‐ Peter Drucker
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Greg Ott CMO Demandbase
[email protected] (415) 683-2678 http://www.linkedin.com/in/gregott
B2B Marketing Best Practices That Need To Die
Chris Harmon Principal theBATstudio
[email protected] (510) 339-7300 linkedIn: http://www.linkedin.com/in/cjharmon twitter: cjharmon