Key takeaways: - Best Practices for B2B personalization - How to build an Account-Based Marketing personalization strategy for your website - Benchmarks for success from some of today's leading ABM marketers

1. The New Rules for B2B Website
Performance & Personalization
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
Jodie Ellis
Head of Experimental Marketing
Optimizely
@realmccommerce

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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

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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

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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

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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)
“
”

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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

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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

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• 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

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The Evolution of Website Personalization

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The Evolution of Website Personalization

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The Evolution of Website Personalization

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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

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Get quick results by personalizing text
OPTIONS:
Industry/Vertical1

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Get quick results by personalizing text
OPTIONS:
Industry/Vertical1

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Get quick results by personalizing text
OPTIONS:
Industry/Vertical1
2 Company Size

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Get quick results by personalizing text
OPTIONS:
Industry/Vertical1
2 Company Size
3 Company Name

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Add images for even better engagement
OPTIONS:
Industry/Vertical1

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Add images for even better engagement
OPTIONS:
Industry/Vertical1

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Add images for even better engagement
OPTIONS:
Industry/Vertical1

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Add images for even better engagement
OPTIONS:
Industry/Vertical1
2 Company Size

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Add images for even better engagement
OPTIONS:
Industry/Vertical1
2 Company Size

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Add images for even better engagement
OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status

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Add images for even better engagement
OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Status

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Personalize call-to-action and navigation
OPTIONS:
Industry/Vertical1

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Personalize call-to-action and navigation
OPTIONS:
Industry/Vertical1

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Personalize call-to-action and navigation
OPTIONS:
Industry/Vertical1
2 Company Size

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Personalize call-to-action and navigation
OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Watch

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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

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Account Based Marketing, Testing &
Experience Optimization
+ =

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The Digital World Demands Improvement

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The Optimization of Optimizely - 2012

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The Optimization of Optimizely - 2013

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The Optimization of Optimizely - 2014

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The Optimization of Optimizely - 2015?

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Optimization Strategy

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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.

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Success can come from simple ideas

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Case Study - Code.org

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Balancing Exploration and Refinement

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Let Data and Imagination Guide You

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Embrace The Optimization Flywheel

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Learn, Share, and Stay Patient

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Iterate, Iterate, Iterate…

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Case Study - Iron Mountain

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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

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Optimization Culture
“More than any one tactic, building a company that thinks experimentally
makes optimization and testing stick.” - The Optimization Survival
Guide

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Harness Diverse Perspectives for Good

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Everyone has Goals; Talk about them.

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Inclusion and Education Foster Success

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Culture exists beyond the website

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Introducing Optimizely’s
Demandbase Integration

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Connect Optimizely with Demandbase in Seconds

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Drag & Drop Demandbase Data to Build an Optimizely
Audience

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Target and Test Experiences
General Variation Enterprise Variation

55. Thank You!
John Dering
Director, Marketing Programs
Demandbase
@D_Rang
Jodie Ellis
Head of Experimental Marketing
Optimizely
@realmccommerce

56. 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
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