New Rules for B2B Website Personalization & Performance

The New Rules for B2B Website

Performance & Personalization

John Dering

Director, Marketing Programs

Demandbase

@D_Rang

Jodie Ellis

Head of Experimental Marketing

Optimizely

@realmccommerce

©2015 Copyright Demandbase, Inc.

Demandbase Confidential. 2

Agenda

How is B2B Marketing Changing?

Why B2B Personalization?

Account-Based Marketing (ABM) B2B Website Strategies

Applying ABM to Testing & Optimization

Taking the Next Step in Your Testing Strategies

Creating a Culture of Testing

Q & A



B2B Marketing is big, increasingly digital

B2B Marketing Spend Averaged from reports by Forrester, Gartner & Outsell

DIGITAL

$35B

PRINT, EVENTS,

TV, OUTDOOR

$82B

WEBSITE - 26%

DISPLAY - 25%

SEARCH - 14%

EMAIL - 10%

WEBINARS - 8%

SOCIAL - 7%

MKTG AUTO. - 5%

MOBILE - 3% VIRTUAL SHOWS - 3%

11%

GROWTH IN

2015



Your website is a critical marketing tool

channel in making the

purchase decision.

70% of buyers have indicated that the

VENDOR’S WEBSITE

MOST INFLUENTIAL

was the

Source: DemandGen Report



Website is #1 indicator of future revenue

…all roads eventually

lead to the company

Website—buyers use

company Web sites

as a primary tool

during the decision-

making process... Since Websites are such an

important stop for buyers, and

it is imperative that they have a good

experience during their visits, vendors must

not lag in this area.

- IDC, “2012 CMO Tech Marketing Barometer Study” (April 2012)

“

”


Demandbase Confidential.

85% of website visitors

are not potential

customers

80% of web visitors

abandon a site

In < 5 seconds

97% of website visitors

will ignore

call to action

Basic methods aren’t driving results



Wasted time on

blind Sales calls

Low conversion rates,

Nurturing bad leads

Low engagement,

unused content

Wasted ad spend,

attracting anyone

More conversions,

better scoring/routing

Relevant content,

deep engagement

Ads only to target

accounts, zero waste

Happy Sales team,

real opportunities

The wrong tactics waste effort and money

MASS BACKWARDS

ACCOUNT-BASED, TARGETED



• More efficient with a defined universe

• Delivers on their target accounts

• Linked to greater customer satisfaction and retention

• Customers experience less noise, respond at higher

rates to more relevant outreach

Focuses on Best Opportunities

Supports Sales Reality

Delivers Customer-Centric Experience

• Ensures attention is given to top prospects/customers

• Builds consensus across the buying team

Benefits of Targeting Accounts



The Evolution of Website Personalization



Creating Content Based on Account-Segments

• Divide target account list into segments

• Industry, size, revenue, location

• Determine the needs/interests of each

segment at every phase of the buying cycle

• Create appropriate content for each segment

at every phase of the buying cycle



Get quick results by personalizing text

OPTIONS:

Industry/Vertical 1




OPTIONS:

Industry/Vertical 1




OPTIONS:

Industry/Vertical 1

2 Company Size




OPTIONS:

Industry/Vertical 1

2 Company Size

3 Company Name



Add images for even better engagement

OPTIONS:

Industry/Vertical 1




OPTIONS:

Industry/Vertical 1




OPTIONS:

Industry/Vertical 1

2 Company Size




OPTIONS:

Industry/Vertical 1

2 Company Size

3 Account Status



Personalize call-to-action and navigation

OPTIONS:

Industry/Vertical 1




OPTIONS:

Industry/Vertical 1




OPTIONS:

Industry/Vertical 1

2 Company Size




OPTIONS:

Industry/Vertical 1

2 Company Size

3 Account Watch



START WITH

BUSINESS

OBJECTIVES

What are your goals

for your most valuable

companies?

How can B2B

personalization efforts

help you achieve

those goals?

LEVERAGE EXISTING

CONTENT

Often logical B2B

content groups exist

on your website.

- Technology 1000

- Up-sell to current

trial customers

GO FOR ALIGNMENT

AND QUICK WINS

Dream Big for the

roadmap.

Crawl-Walk-Run to

execute.

MAKE IT STANDARD

OPERATIONS

Measure Success.

Use insights to modify

approach.

Best Practices for B2B Personalization Projects



Account Based Marketing, Testing & Experience Optimization

+ =



The Digital World Demands Improvement



The Optimization of Optimizely - 2012



The Optimization of Optimizely - 2015?



Optimization Strategy



Starting out Simple

•Set goals and measure for every single experiment.

•Leverage tracking integrations with your analytics to ensure that

you’ll be able to do robust analysis later.

•Don’t stress about benchmarking your conversion rate—focus

instead on the relative improvement you’ll bring through testing.

•Become intimately familiar with the business you’re trying to

optimize for: the brand, competitive landscape, and goals.

• Actionable tests trump interesting tests—think about the next steps

you’ll take after an experiment concludes.



Success can come from simple ideas



Case Study - Code.org



Balancing Exploration and Refinement



Let Data and Imagination Guide You



Embrace The Optimization Flywheel



Learn, Share, and Stay Patient



Iterate, Iterate, Iterate…



Case Study - Iron Mountain



Iron Mountain used Demandbase to see real results with account-based marketing

Attract target accounts in key verticals

HEALTHCARE BANKING & INSURANCE

28% 22%

increase in visits during/after advertising campaign:

Engage them with personalized content

Increase in referrals from the homepage to detail pages:

HEALTHCARE SMALL-MEDIUM BUSINESS

123% 115%

Convert better leads with shorter forms

25% FORM CONVERSION RATE

219% INCREASE IN MQLs YoY



Optimization Culture

“More than any one tactic, building a company that thinks experimentally

makes optimization and testing stick.” - The Optimization Survival

Guide



Harness Diverse Perspectives for Good



Everyone has Goals; Talk about them.



Inclusion and Education Foster Success



Culture exists beyond the website



Introducing Optimizely’s

Demandbase Integration



Connect Optimizely with Demandbase in Seconds



Drag & Drop Demandbase Data to Build an Optimizely

Audience



Target and Test Experiences

General Variation Enterprise Variation

Thank You!

John Dering

Director, Marketing Programs

Demandbase

@D_Rang

Jodie Ellis

Head of Experimental Marketing

Optimizely

@realmccommerce

April 29-30, 2015 | AT&T Park, San Francisco

MarketingInnovationSummit.com

Join over 500 progressive marketers at AT&T Park in San Francisco for the 2nd Annual

Marketing Innovation Summit for B2B on April 29-30th.

• Attend innovation showcases by progressive digital marketers to hear their success stories

• Education opportunities at the Demandbase University Workshops

• Hear from industry analysts, investors and marketing leaders on the future of B2B Marketing

• Inspiring keynotes in AT&T Park's Stadium

Register today!

Save $125 with code SAVE125

New Rules for B2B Website Personalization & Performance

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Transcript of New Rules for B2B Website Personalization & Performance