B2B Marketing…
Putting Behavior at the Center
Before we get started:
This guy…
Note: Billy Beane is not on Twitter
Agenda
• Who We Are
• The History
• The New Plan
• Building a Smart Website
• Results
• Questions
Meet NetProspex
Let’s go back in time…
In 2011, NetProspex had a disconnect
Sales and Marketing did not get along.
Neither did our systems…
We had very little content…
And our website was all about us, not our customers... Our
Story
Our Data
Our Way
It was time for a
change…
To Do List:
1. Get Aligned with Sales
2. Understand Our Buyers and their Journey
3. Build Up a Content Library
Develop Common DictionaryGoal 1 – Sales Alignment
Marketing
SLA
Goal 1 – Sales Alignment
Sales
Agree on deliverables
Build Our Personas
Demand Gen Operations(Data Management) Sales Leadership
Tech Non-Tech Tech Non-Tech Tech Non-Tech
Christina Ruben Steve
Goal 2 – Understand
Our Buyers
ComprehensivePersona Elements:
• Profile• Key Motivators & Goals• Challenges• Profile Narrative
Goal 2 – Understand
Our Buyers
Smarter DataImprove form conversions, make leads more actionable
110 New Pieces of Content!
Offer Library
Goal 3 – Build Up a Content Library
Content Framework
InventoryAssignCategorize
DG DM SP
10 Actions
B2B DM Guide
Sales Pro Sector
Plano-Gram
What Not to Do
Try a Search
5 Strategies
4 Reasons
10 Cold Calls
CAN SPAM Compliance
DQ Video
Try a Search
ConfioCase Study
Why Outsource
AG Salesworks
SD Profile
SD Profile
SP Tool Guide
Engage
Propensity
Decision
Goal 3 – Build Up a Content Library
Marketing Automatio
n
CRM
Website
Direct Mail
Social
Put Buyer First
To Fill the Pipeline
Once we took care of the basics, it was time to put it all together.
So to explain, let’s get physical technical.
CRM
Data Enrichment
Engine
Marketing Automatio
n
Landing Pages
Behavior Tracking
Dynamic Content Delivery
Our Technology Toolkit
Content Management
System
DesignSEO
Web DevelopmentData Infrastructure
Web TrackingLanding Pages
Automation
Persona DevelopmentContent CreationContent Hierarchy
Framework
Design and Implementation Team
Meet Whereoware
• Create engaging emails, websites, and mobile apps• Platinum partner, largest Silverpop agency partner• 2011 Silverpop Agency partner of the year• Team of 14 full-time Silverpop certified admins, 3 designers on
staff• Over 50 Silverpop clients• Creative + planning for A Mere Truffle website and app
Peter Bergen – Senior Project ManagerSilverpop Professional CertifiedCertified Salesforce AdminMECLAB-trained2+ years full-time Silverpop experience
Who is Christina?
• What is her role?
• What are her needs?
• How can NetProspex contact + engage her?
Progressive Data Collection
• Start with Anonymous Visitor, gradually build a full profile
• Implicit profiling: make assumptions based on behavior
• Explicit profiling: visitor gives you data in exchange for valuable resources
• Based on data gathered, dynamically offer relevant and valuable resources in exchange for more data
WebsiteProfiling strategy
Infer persona(home page)
Serve up DC(resource pg)
Gather data(webforms)
Engage(programs)
WebsiteContent flow
WebsiteEngage Toolkit
Landing Pages
Progressive Webforms
Dynamic Content
Automated Programs
…and only 2 database fields
Let’s start the journey…
Christina’s profile
DG DM SP
Engage Propensity Decision
Profile Data
Christina’s profile
DG DM SP
Engage Propensity Decision
Profile Data
DG
Engage
Christina’s profile
DG DM SP
Engage Propensity Decision
Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes
DG
Engage
Christina’s profile
DM SP
Propensity Decision
Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes
DG
Engage
Christina’s profile
DM SP
Propensity Decision
Profile DataEmail: [email protected] Type: B2BTech Marketer? Yes
DG
Engage PropensityEngage
Christina’s profile
DM SP
Decision
Profile Data
DG
Engage Propensity Decision
Email: [email protected] Type: B2BTech Marketer? YesName: Christina SmithTitle: Director of Marketing
Propensity
This is Christina
Started with an anonymous visitor
Used seamlessly-integrated webforms to implicitly define persona + buying stage
Used landing pages + dynamic content to present Christina valuable resources in exchange for more data
Kept her engaged with an automated email program
With their power combined
…leads to success here
Success here…
Results to Date:
1. 12.5 x increase in visit duration
2. Doubled # of pages visited
3. 30% reduction in bounce rate
4. 7% increase in conversion rate
Lessons Learned• Keep it Simple• Snackable Content• Stay in Sync with Sales
Think smart…
Think wicked smaht!
Questions?
Lauren BrubakerDemand Gen ManagerNetProspex
[email protected]@B2BLauren
Peter BergenSenior Project ManagerWhereoware
For more info on this project, check out the appendix on the
following slides…
Appendix
Home Page Rotating Banners
• If persona not yet set, buttons within banners will set the persona• If persona has been set, the slide order is dynamic based on persona. How this
works:• Each of the 5 banners is an iframe of an SPOP landing page• Each landing page contains 5 blocks of DC• Visitor’s persona determines which of the 5 blocks is chosen for each iframe.
The DC was configured such that no page is displayed twice.
Resource Page iFrame/DC Breakdown
Header: displays based on persona
Top 2 Related Content: display based on persona + stage
Main content: displays based on persona + stage
Bottom 2 Related Content: display based on persona + stage
Boilerplate + Reset buttons: display based on persona
Webform: displays based on persona + stage
“Reset” buttons
• This section is an iframe referencing an Engage landing page with three DC blocks (one for each persona). Each DC block renders buttons for the 2 personas not chosen (ex: if visitor has chosen the Sales persona, the buttons will display Data Management and Demand Gen)
• Each button is actually a webform submit button; when clicked, the button will update the visitor’s persona, reset their lifecycle stage, and refresh the page such that the visitor instantly sees content related to their new persona of choice.
Progressive forms
• Each form is a unique progressive webform that simply removes any fields for which NetProspex has already gathered data.• For example – if “are you a technology marketer” is already known for the
visitor, the field disappears from the form, reducing friction• Each form contains ‘lifecycle’ stage as a hidden field; when the form is submitted,
the field has a new value inserted that pushes the visitor to the next lifecycle stage.
Programs
• Each program corresponds with a specific persona• Each program contains the following:
• One track for each piece of content in the content flow• Two emails within each track (initial send and resend)• A modify profile action in each track that updates ‘lifecycle stage’ when a visitor has seen a page, then gone
a week without taking action• Global track routes that route contacts to the appropriate track based on their buying lifecycle stage• End tracks that kick contacts out when they ‘reset’ their persona or finish the content flow