Presentation shared at Marketing Innovation Summit for B2B.

1. CREATING AN ANALYTICS-DRIVEN AD,
PERSONALIZATION AND LPO PLAN
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

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Demandbase Confidential.
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AGENDA
§ Goal and Objectives
§ Definitions
§ Segment Identifications
§ 3 pillars of optimizations
§ Attraction opportunity
§ Engagement opportunity
§ Conversion opportunity
§ Wrap up and Q&A

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Goals and Objectives
Data-driven strategies for:
ACCOUNT-BASED
ADVERTISING
PERSONALIZATION LANDING PAGE
OPTIMIZATION

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Landing pages
§ Any page that a visitor can arrive or “land” on
§ Stand alone page distinct from the main website
§ Types of landing page
§ Click Through landing page
§ Lead generation landing page
§ Hybrid

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Conversions
§ “The point at which a recipient of a marketing
message performs a desired action.”
§ Micro conversions:
§ Video view, e-mail subscription, whitepaper download etc
§ Macro conversions:
§ Contact us form, Lead form etc

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Three Pillars of B2B Analytics
Website
Goals
Content
Groups
Visitor
SegmentsENGAGE CONVERT
ATTRACT

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Segments connect the buyer journey
CONVERT
Advertising Analytics
Content
Management
Marketing
Automation
CRM
ENGAGEMEASUREATTRACT

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What’s your funnel shape?
ATTRACTION
OPPORTUNITY
ATTRACT
ENGAGE
CONVERT
ATTRACT
ENGAGE
CONVERT
ENGAGEMENT
OPPORTUNITY
ATTRACT
CONVERT
CONVERSION
OPPORTUNITY
ENGAGE

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ATTRACTION OPPORTUNITY

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Objectives
§ Is my Target Segment coming to my website
§ Investigation
§ What percentage of overall traffic is company traffic?
§ What percentage of those companies are companies on your watch list
( customer vs. partner vs prospects)?
§ What attraction tactics are most effective for key segments you care
about?

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Configuration
§ Do you have every page on your website tagged
with analytics and Demandbase tags including
campaign landing pages?
§ Are you tagging links from your landing pages with
campaign parameters?

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Data Assembly
§ Leverage analytics to identify companies currently
active on your site
§ Mine current customer composition
§ Conduct a gap analysis

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Visitor Gap Analysis
0%
2%
4%
6%
8%
10%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Healthcare Technology Professional
Services
Education Finance
Current Customers
Active Companies

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Analysis: Traffic Sources
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Paid Search Direct Organic
Non Healthcare Companies Healthcare Companies

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Outcome: Attract your target audience
ADVERTISING

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What’s your funnel shape?
ATTRACTION
OPPORTUNITY
ATTRACT
ENGAGE
CONVERT
ENGAGE
CONVERT
ATTRACT
ENGAGEMENT
OPPORTUNITY
ATTRACT
CONVERT
CONVERSION
OPPORTUNITY
ENGAGE

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ENGAGEMENT OPPORTUNITY

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Objectives
§ Why is my target segment not engaging with my
website?
§ Investigation
§ Do I have content available for the segment?
§ Am I exposing the content for my segment?

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Configuration and Preparation
§ Audit of content
§ In-depth content taxonomy and analysis in
“Analytics driven content strategy”
§ Analysis by target segments

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Content audit by Segment
0
50
100
150
200
250
Healthcare Higher Education Life Sciences Education and
Government
Financial
Services
Videos
Case Studies
Webinars
Whitepapers

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Content Available but not surfaced
§ Classify content according to types
§ Analyze site-wide content engagement
§ Drill into sections for target segment

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Configuration
TAXONOMY DEFINITION
Conversion Type Gated vs. Non-Gated Asset
Industry Healthcare vs. Financial
Audience Enterprise vs. SMB

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Engagement by Asset

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Analysis: Landing Pages
1 By segment
2 Identified 5 pages with
the highest bounce
rate:
- Landing Page
- Homepage
- Resource page
- Solution page

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Engage your segment across the journey
HOMEPAGE
SOLUTION PAGE
DETAIL PAGE
ASSET PAGE

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Engage your key segment

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What’s your funnel shape?
ATTRACTION
OPPORTUNITY
ATTRACT
ENGAGE
CONVERT
ATTRACT
ENGAGE
CONVERT
ENGAGEMENT
OPPORTUNITY
CONVERSION
OPPORTUNITY
ATTRACT
CONVERT
ENGAGE

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CONVERSION OPPORTUNITY

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Objectives
§ Target segment aware and engaged, but not
converting?
§ Investigation
§ Am I driving enough volume to form pages?
§ What is my Form Abandonment?

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Configuration
§ Enable Form completion tracking
§ Are you tagging links from your landing pages with
campaign parameters?
§ Do you have unique thank you pages for different forms?
§ Do you have event tracking enabled so that you can track
form abandonment?

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Analysis: High Volume , Low Conversions
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
0
1,000
2,000
3,000
4,000
5,000
6,000
Contact Us White Papers Support Plans Best Practice
Guides
FAQs Technical Briefs Documentation Downloads Success Stories
Instances Conversion Rate

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Follow the clues to uncover insights

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Drive Deeper Conversions
ASSET PAGE

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Optimization Road Map
ATTRACT ENGAGE CONVERT MEASURE
LIFT & ANALYTICS
COURSE
CORRECT
RINSE
& REPEAT

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THANK YOU!