Tell Them What They Want to Hear

Tell Them What They Want to Hear:
Optimizing the B2B Web Site with
Account-Based Targeted Content

Agenda

• Website Conversion Optimization
• Website as your Marketing Hub
• Why Landing Pages Aren’t Enough

• Real World Examples with DocuSign
• The ArcSight Experience
• Roadmap for DocuSign

• Q&A
• Post questions in chat window
• Tweet questions to #WCO

@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 2

Speakers

Meagen Eisenberg
VP of Demand Generation,
DocuSign
@meisenberg

Jason Stewart
Director of Marketing, Demandbase
@jstewart_1


Top Lead Sources?

Which of the following sources provides your
business with the most leads?
1. Corporate Web Site
2. Email
3. Advertising (banners, pay per click, search engine marketing, etc)
4. Social Media (video, Twitter, LinkedIn, etc)
5. Personal Connections and Referrals
6. Other


Top Lead Sources – Focus Survey Results


Engagement


One Size Fits All?

Not a sale happens
that doesn’t at some “We spend 9X more
point touch my $ driving traffic to
website websites than
100% of survey improving
respondents reported conversions”
reading company web
content to evaluate a
technology purchase.

Your Website Generates Leads


Site Lead Generation Performance?

In terms of generating leads for sales, do you feel
like your business leverages its company
website to it’s maximum potential?
1. Yes
2. No


Site Lead Generation Performance Results


Buyer 2.0


The Goal

Conversions

• Typical B2C Conversion – Purchase
• Web experience guides you to the purchase
• Designed to show you things you WANT to purchase
• Analytics tracking the purchasing funnel to figure out when you
decided to purchase or leave

• Typical B2B Conversion -- Registration/Lead Capture
• No purchase usually required, only your contact information
• Web experience does NOT guide you to conversion
• Only landing pages are optimized to convert
• Conversion funnel analytics usually limited to one page rather than
the whole site


Fact: B2B Marketing is fundamentally different from B2C

1. Sales are low volume,
high value – relative to
B2C.
– Not engaging the valuable visitors
hurts revenue

2. Sales are sold over time and
not in a single session.
3. You are not selling to one
person.
4. Attributes of relevance are
identity based.

B2B Conversion Optimization: Focus on the Landing
Page

• Shorter Forms
• Less Friction
• Establish Trust
• Clear Offer/CTA
• Deliver What They
Expect
• Content Above the Fold
• Focus On Payoff
• Test, Test, Test

http://tinyurl.com/vue2011


Landing Page Optimization

Landing Page Conversion


Web Site Optimization

Site Conversion


What is WCO?

Web Conversion Optimization:
Make interactions more effective by
creating environments that attract,
engage, qualify and measure targeted
visitors


The B2B Challenge

How Do I Optimize When 95% of my Visitors are Anonymous?

18

Tell Them What They Want to Hear with
Account Based Content Targeting
Real-world examples
Meagen Eisenberg
@meisenberg

Deliver relevant industry and company size
content upon hitting our website

20

Personalization by industry with high value content improves
click through and conversion rates
Utilities Government

Medical Finance

@demandbase @funnelholic @jasondemandbase

Better understand and segment visitors to improve online
purchase and quality of SQLs (Opportunities)
 Enhanced lead information with Demandbase Forms ID
(company rev, size, industry, location):
 Quality: Improves lead scoring – sales qualification speed
 Efficiency: Increases sales efficiency for prioritization
 Reduced the number of form questions, which increased
conversions
 Provision trials based on Demandbase info:

22

Next steps: Continue to improve conversion
rates with Analytics and Content key
 Analytics
 Understand the breakdown of our audience and the path they take
 Where do they bounce?
 What is the best route per size of company or industry and insights
to optimize?
 Content
 Load by size of company and relevant industry content
 Highlight appropriate packages for size of company

23

Demandbase Real-Time Identification


WCO In Action at Adobe


Use RTID to Target Content to ‘Anonymous’ Visitors


Working With The Tools You Already Use

Business Resolution
Platform


Questions

Meagen Eisenberg
@meisenberg

Jason Stewart
@jstewart_1


Tell Them What They Want to Hear

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