getting to what matters: driving conversions through b2b personalization
Post on 14-Jul-2015
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#B2BTouch
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#B2BTouch Demand Gen Report: @DG_Report
Demandbase: @Demandbase
Robert Strohmeyer: @caretpi
About Demand Gen Report
@DG_Report http://linkd.in/DG_Specialists
• Launched in 2007 to track best prac3ces in lead genera3on
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#B2BTouch
Panelist
Robert Strohmeyer Director of Sales Engineering Demandbase
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
Getting to What Matters Driving conversions through B2B personalization
Robert Strohmeyer, Account-‐Based Marke8ng Evangelist & Director of Sales Engineering, Demandbase
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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What we’ll cover
• Challenges for B2B content
• Why B2B is different
• What we talk about when we talk about relevance
• Targe8ng companies, not personas
• Strategies for B2B personaliza8on
• Closing the loop on conversions
• GeLng credit for your successes
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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93% of B2B marketers use content marketing 42% of B2B marketers trust that their efforts are effective
*B2B Content Marketing: 2014 Benchmarks, Budgets and Trends –CMI and MarketingProfs
The Challenge
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Why so glum?
Read (30%) Ignored
(70%)
*SiriusDecisions
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85% of website visitors are not poten3al
customers
80% of web visitors abandon a site In < 5 seconds
97% of website visitors
will ignore call to ac3on
Exis8ng methods aren’t driving results
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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Why B2B is different
Consumer
• Individuals
• Personas
• Buy in minutes
• Vast addressable market (millions)
• Transac8onal
B2B
• Companies / Accounts • Influencers
• Buy in months
• Narrow addressable market (thousands or hundreds)
• Strategic
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In B2B, sales/marke8ng alignment creates a chasm
SALES MARKETING
Leads
Personas
Quan3ty
Individuals
Opportuni3es
Buyers/Influencers
Quality
Accounts
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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What is your buying universe?
Source: US Census Bureau
U.S. Businesses:
28 million >1 Employee:
6 million $10M+:
200,000 $100M+:
20,000 $1B+:
2,000
…most B2B companies target 2,000-‐5,000 accounts total
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ATTRACT
ENGAGE
CONVERT
Marke8ng funnel ac8vity is disconnected
MEA
SURE
CONVERT
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Account-‐Based Marke8ng
Iden3fy the right accounts
Market to those accounts
Measure by accounts
STEP 1 STEP 2 STEP 3
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Does that mean I need account-‐based content?
Top of the Funnel Mid Funnel Late Funnel
Healthcare
SMB
200 employees
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Website Personaliza8on: Engage your target accounts with relevant website experiences
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Get quick results by personalizing text
OPTIONS:
Industry/Ver3cal 1
2 Company Size
3 Company Name
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Add images for even be\er engagement
OPTIONS:
Industry/Ver3cal 1
2 Company Size
3 Account Status
Source: Demandbase Customer case studies
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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Measure engagement the way Sales would
• Sales doesn’t care about personas. Neither should you.
• Sales is focused on accounts.
• Track site engagement among companies that meet your buying profile.
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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Iron Mountain 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
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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Brocade
Measure and Develop Strategy
1
Personalize to Healthcare Companies
2
Shorten Forms & Increase Conversions
3
53% Reduc3on in bounce rate
36% Increase in video views
2x Increase in conversions
46% Increase in page views
©2015 Copyright Demandbase, Inc. Demandbase Confiden3al.
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DocuSign
Company-‐Targeted Adver3sing + ABM personaliza3on combine to move key segments closer to buying
22% Boost in Sales pipeline
Increase in page views by target companies 3x
Longer than avg. time on site 8:00
Higher than benchmark click-through rates 3x
Thank You! Robert Strohmeyer, Account-‐Based Marke8ng Evangelist & Director of Sales Engineering, Demandbase
April 29-‐30, 2015 | AT&T Park, San Francisco Marke<ngInnova<onSummit.com
Join over 500 progressive marketers at AT&T Park in San Francisco for the 2nd Annual Marke3ng Innova3on Summit for B2B on April 29-‐30th. • AJend innova3on showcases by progressive digital marketers to hear their success stories • Educa3on opportuni3es at the Demandbase University Workshops • Hear from industry analysts, investors and marke3ng leaders on the future of B2B Marke3ng • Inspiring keynotes in AT&T Park's Stadium Register today!
Save $150 with code EARLY150
#B2BTouch
Q&A // Panelist
Robert Strohmeyer Director of Sales Engineering Demandbase
MODERATOR: Andrew Gaffney Editor, Demand Gen Report
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