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CREATING AN ANALYTICS-DRIVEN AD, PERSONALIZATION AND LPO PLAN
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
© 2015 Copyright Demandbase, Inc. 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 Segments ENGAGE CONVERT
ATTRACT
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Segments connect the buyer journey
CONVERT
Advertising Analytics Content Management
Marketing Automation CRM
ENGAGE MEASURE ATTRACT
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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!
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