getting to what matters: driving conversions through b2b personalization

Ge#ng to What Ma-ers: Driving Conversions Through B2B Personaliza<on

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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.

7

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


8

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


9

Why so glum?

Read (30%) Ignored

(70%)

*SiriusDecisions


10

What’s going on with that 30%?


11

B2C analy8cs don’t cut it for B2B


12

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


13

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


14

In B2B, sales/marke8ng alignment creates a chasm

SALES MARKETING

Leads

Personas

Quan3ty

Individuals

Opportuni3es

Buyers/Influencers

Quality

Accounts


15

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


16

ATTRACT

ENGAGE

CONVERT

Marke8ng funnel ac8vity is disconnected

MEA

SURE

CONVERT


17

Account-‐Based Marke8ng

Iden3fy the right accounts

Market to those accounts

Measure by accounts

STEP 1 STEP 2 STEP 3


18

Does that mean I need account-‐based content?

Top of the Funnel Mid Funnel Late Funnel

Healthcare

SMB

200 employees


19

Website Personaliza8on: Engage your target accounts with relevant website experiences


20

Get quick results by personalizing text

OPTIONS:

Industry/Ver3cal 1

2 Company Size

3 Company Name


21

Add images for even be\er engagement

OPTIONS:

Industry/Ver3cal 1

2 Company Size

3 Account Status

Source: Demandbase Customer case studies


22

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.


23

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


24

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


25

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

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Q&A // Panelist

Robert Strohmeyer Director of Sales Engineering Demandbase

MODERATOR: Andrew Gaffney Editor, Demand Gen Report

#B2BTouch

Thanks for aJending this webinar! View slides and on-‐demand presenta3on at:

h-p://dg-‐r.co/b2btouch-‐web

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