ExactTarget and Demandbase have stopped in multiple cities across the country to talk about the latest trends in Customer Lifecycle Marketing. In short, you need to be relevant to your audience to make your marketing effective.

1. Welcome
• 8:30-9:00 Breakfast
• 9:00-9:45 Mathew Sweezey – Manager,
Marketing Research & Education
• 9:45-10:30 Chris Golec – CEO, Demandbase
• 10:30-11:00 Q&A

2. State of
Demand
2013
EMAIL MARKETING
LEAD NURTURING
CONTENT MARKETING
DEMAND GENERATION
INBOUND MARKETING

3. Overview
Research on
Consumers
Current State1:
Research on
Companies2:
3:
STATE OF DEMAND/OVERVIEW/2013

4. STATE OF DEMAND/INTRO/2013
- Mathew “Sweezey”
@msweezey

5. STATS
2013
CONTENT
CONSUMER BEHAVIOR
SETH GODIN
SUPPLY AND DEMAND
INCREASE IN CHANNELS

6. STATE OF DEMAND/STATS/2013
NASA
MORE
POWER IN
A GOOGLE
SEARCH, T
HAN ALL OF
NASA HAD
IN TO PUT A
MAN ON
THE MOON
@msweezey

7. STATE OF DEMAND/STATS/2013
Attention
Span
seconds
@msweezey

8. STATE OF DEMAND/STATS/2013
Consumer
Executive
Board
@msweezey

9. CONTENT
CONTENT
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)

10. Current
Best Content Marketing
is king in the age
of the internet

11. STATE OF DEMAND/STATS/2013
1960
5 marketing
Channels
2013
60+
marketing
Channels2020
100’s of
marketing
Channels
Print
Radio
Television
DirectMail
Fax
Telemarketin
g
Internet
Email
Facebook

12. Current
Best Having strategies
which reach
across multiple
mediums.

13. STATE OF DEMAND/STATS/2013
294 Billion
Emails
2 Million
Blog Posts
250 Million
Photos
PER
DAY

14. RELEVANT
ENGAGING
STATE OF DEMAND/STATS/2013
-Jay Baer (2012)

15. Current
Best Relevance is the
name of the
content marketing
game

16. SHORT
FORMS
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)

17. Current
Best Use forms to
protect your
content

18. TRACK
P E O P L
E
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)

19. STATE OF DEMAND/CONSUMERS/SURVEY
Prospects
Marketer

20. STATE OF DEMAND/CONSUMERS/SURVEY
Prospects
Marketer
Read 50
pages, and
downloaded a
white paper
Read 3
pages, and
downloaded a
white paper
Has not done
anything in 60
days
Read 3
pages, and
downloaded a
white paper

21. Current
Best Track individuals
with Marketing
Automation to be
relevant on a 1-1
basis

22. STATE OF DEMAND/STATS/2013
1960
5 marketing
Channels
2013
60+ marketing
Channels
Content
Convert using
forms
Inboundsearch
Tools Strategy
Who’s doing it
Best?
Relevance

23. COMP
ANIES
2013
FORTUNE 500
MID MARKET
SMB
FASTEST GROWING

24. STATE OF DEMAND/COMPANIES/FOURTUNE-500
500
Fortune

25. STATE OF DEMAND/COMPANIES/FOURTUNE-500
Enterprise

26. STATE OF DEMAND/COMPANIES/MID-MARKET
MidMark

27. MidMarket
STATE OF DEMAND/COMPANIES/MID-MARKET

28. STATE OF DEMAND/COMPANIES/SMB
Small
Busines

29. STATE OF DEMAND/COMPANIES/SMB
Small
Business

30. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies

31. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies
Sales+
Marketing +
Technology =
Winner

32. STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Companies
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$$$$$$$$
$$$$
$$$
SaaS

33. STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Companies
1000’s1-100
SaaS

34. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies

35. BestPractices
Forms
Marketing
Automation
Best Practices
Enterprise
MidMarket
SmallBusinesses
STATE OF DEMAND/COMPANIES/OVERVIEW
SaaS
SaaS
SaaS

36. STATE OF DEMAND/COMPANIES/SAAS
SaaS
Companies

37. CONS
UMER
2013
RESEARCH CYCLE
LEGNTH OF CONTENT
EMAIL
WANTS
NEEDS

38. Prospects
400

39. STATE OF DEMAND/CONSUMERS/SURVEY
How do
you
engage?

40. STATE OF DEMAND/CONSUMERS/SURVEY
ResearchofPurchase
Of survey
respondents
start their
searches on
Google.
96%

41. STATE OF DEMAND/CONSUMERS/SURVEY
ResearchofPurchase
Agree: “As my search
deepens on a subject, my
search terms usually
become more refined as
well.”
99%

42. STATE OF DEMAND/CONSUMERS/SURVEY
76% go back
to Google
ContentEngagement
times to
research a
purchase

43. Life
Cycle Understanding
how consumers
find information to
make informed
decisions

44. STATE OF DEMAND/CONSUMERS/SURVEY
DiagramofResearch

45. STATE OF DEMAND/CONSUMERS/SURVEY
Higher Price = More Stages of Research
ContentEngagement
91%Agree: Price and Amount of
research are directly
correlated.

46. Research Understanding
how consumers
gather
information to
make informed
decisions

47. STATE OF DEMAND/CONSUMERS/SURVEY
Of survey respondents
said they want different
content at each stage
of research.
77%ContentEngagement

48. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content

49. New
Best Understand
“RESEARCH”
and creating
content to support
your lifecycle

50. ContentEngagement
STATE OF DEMAND/CONSUMERS/SURVEY
Batc
hResear
ch
Consumers goal is to obtain
enough information to make an
informed decision. Multiple
documents at one time.

51. New
Best Understand
“Casual Reading ”
and creating
content to support
rapport building
and SEO

52. STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be
less than 5 pages.
Only 1.7% would prefer
more than 5 pages.
71%ContentEngagement

53. Email
Nurturing Understanding
how consumers
engage with
disruptive
marketing

54. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Copy

55. EmailNurturing
STATE OF DEMAND/CONSUMERS/SURVEY
Subject
Copy
CTA

56. STATE OF DEMAND/CONSUMERS/SURVEY
2
BestPractices
SubjectLines
1 3

57. STATE OF DEMAND/CONSUMERS/SURVEY
Research
BestPractices
Content

58. New
Best Understand
Secondary CTA’s
to help move people
through the stages

59. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content John,
Here is an case study from Comscore
showing how they changed their email
programs to drive more revenue. I
thought you’d enjoy reading it.
Or if you’d here is a worksheet they
used to help them start on their
process.
Best,
Mathew Sweezey
2
3

60. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content
Blog
Articles
Industry
Blogs
-Any content
about how to
do their job
better
Case Study
Video
Interviews
-Any content
about how
others
benefited
Buyers Guide
Comparisons
Sales Sheets
-Any content
about why you
are the best
choice

61. STATE OF DEMAND/CONSUMERS/SURVEY
BestPractices
Content

62. New
Best

63. STATE OF DEMAND/CONSUMERS/SURVEY

64. Marketing Innovation for B2B
August, 2013
Chris Golec
Founder & CEO
Demandbase, Inc.

65. Slide 65Confidential | © Demandbase 2013 All rights reserved.
Innovation

66. Slide 66Confidential | © Demandbase 2013 All rights reserved.
Marketing Innovation
 Challenges Facing B2B Marketers
 The Next Generation of Digital Marketing
 Technology Landscape
 Customer Lifecycle Strategy
 5 Key Take-away’s

67. Online advertising challenges for B2B…
• 99.9% of ad impressions do not yield a click. “You are more
likely to survive a plane crash than click on a display ad”
• 90% of web traffic on industry web sites is often not from the
industry nor your target customers
• 50% of the ads served through the major ad exchanges are
never technically “viewed” by anyone

68. Web site engagement and conversion
challenges for B2B…
• 85% of the visitor to your web traffic are not from potential
customers
• 70% of visitors will leave in less than 5 seconds
• Less than 10% of web visitors will find their industry-
specific web content on your site
• 98% of people ignore Call-to-Actions

69. Slide 69Confidential | © Demandbase 2013 All rights reserved.
Evolution of Online Marketing
Web Site
Traffic
Social
Age of the
Customer
1995 2000 2010 2015
 HTML generators
 Keyword tools
 Email
 Display Ads
 SEO
 Paid search
 List providers
 Content syndication
 Landing page tools
 Web analytics
 Communities
 Social Networks
 Blogs
 Sharing tools
 Social analytics
 Following
 Chat
 Personalization
 A/B Optimization
 Targeted advertising
 Marketing automation
 Attribution
 Customer analytics
 Predictive modeling
 RTB on Ad Exchanges
 Content Marketing

70. ”All Marketing is more effective when
you know who you are talking to”
-- Shantanu Narayan, CEO Adobe

71. Slide 71Confidential | © Demandbase 2013 All rights reserved.
Impact of Personalization
Amazon.com
Personalized
experiences for
millions of online
buyers
Multi-$ Billion
Online Sales
GE Capital
Single experience for
consumers, businesses,
and their competitors
1 out of 200 people
complete call-to-action
Salesforce.com
Dynamic experiences
across business
audiences
1 out of 6 people
Complete call-to-action
B2B

72. Slide 72Confidential | © Demandbase 2013 All rights reserved.
B2B is Completely Different than B2C
Cookies used for consumer personalization
and ad targeting based on behavior
US Businesses
200,000
>$10MM
target market
10’s K Accounts
In-market
100’s-1’s K
Accounts
B2B
Account Targeting
Business Attributes needed for account
personalization and targeting
178,000,000
US Online Shoppers
178,000,000
target market
10’s MM
In-market
10’s-100’s K
B2C
Consumer Targeting

73. Slide 73Confidential | © Demandbase 2013 All rights reserved.
Targeting Accounts is Not Easy!
3% 0.3% 0.03%
Most B2B companies target a
very small audience
Annual Revenue ($ 000)

74. Slide 74Confidential | © Demandbase 2013 All rights reserved.
Reality of B2B Web Site Traffic
15% Web Visitors from
Target Accounts
85% Web
Visitors from
People that Will
Never Buy
 Do not optimize
for the average
 Focus on
customer
traffic, not visitors
 95% of your future
revenue will come
from less than 5%
of your web site
traffic.

75. Slide 75Confidential | © Demandbase 2013 All rights reserved.
Target Account Marketing Example
Large Enterprise Targeting
1,400 Named Accounts
10+ million web visits/months
No Action Taken by
Web Marketing Team
Only 1% of Site Traffic
from Named Accounts
 Personalized content
 Optimized offers
 Offered proactive chat
3X More Leads from NA’s
Every 38 seconds a
Named Acct is on site

76. Slide 76Confidential | © Demandbase 2013 All rights reserved.
But Buyers Do Not Want to Talk … yet!
First Visit Hand-Raise Close
Buying Cycle
Sales Cycle
• Problem Definition
• Exploring Possible Solutions
• Buyer Research
• Making the decision
• Justifying Decision
• Pricing/Contract
67% of buying cycle
complete before
engage with Sales
-- Sirius Decisions
ONLINEENGAGEMENT
ONLINEENGAGEMENT

77. Slide 77Confidential | © Demandbase 2013 All rights reserved.
Identifying Lost Opportunities
Target
Account*
Home Page
Visits
Corp
Solutions
Page Visits
Landing Page.
Visits
Conversions
178 1 0 0
20 0 0 0
550 3 0 0
995 9 4 0
366 0 0 0
* Actual traffic data (1 month) for large tech company

78. Slide 78Confidential | © Demandbase 2013 All rights reserved.
Remember Buyers Are Often Dishonest

79. Slide 79Confidential | © Demandbase 2013 All rights reserved.
Cookies Growing More Ineffective
Alarming Stats About Cookies
Three in 10 users delete their cookies every month.
(Comscore)
60 percent of survey respondents said they would want a
Do Not Track law to prevent websites from collecting
information about them. (Berkeley privacy study)
There have been 200 million downloads of Ad Block Plus.
(Mozilla)
There are 15.8 million daily active users of Ad Block Plus
(Mozilla)
89 percent of UK consumers thought the EU cookie law is a
positive step. (Econsultancy)
“3rd party cookies will be dead within the next few
years” – Randall Rothenberg, CEO of Interactive
Advertising Bureau (IAB)
• 30% of people delete
cookies monthly
• Next gen browsers and
DNT default setting
• Account reach
• Data normalization
• Data quality

80. Slide 80Confidential | © Demandbase 2013 All rights reserved.
Market Trend Summary
1) Web Sites are becoming a platform for customer
engagement… no longer just online brochures.
2) To optimize for revenue, you have to understand what
accounts, not visitors, are doing on your web site and
more effectively engage them.
3) New technologies are being developed for B2B to take
advantage of the changing buyer habits.

81. Available Technologies
Slide 81Confidential | Copyright Demandbase, 2013

82. Slide 82Confidential | © Demandbase 2013 All rights reserved.
Forrester: It’s not a straight pipe
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

83. Slide 83Confidential | © Demandbase 2013 All rights reserved.
The Marketing Stack Simplified
Advertising
Web Site
Optimization
CRM

84. Slide 84Confidential | © Demandbase 2013 All rights reserved.
Advertising Technologies

85. Slide 85Confidential | © Demandbase 2013 All rights reserved.
Web Site Optimization Technologies
Adobe®
Target
Adobe®
Experience
Manager
Adobe®
Analytics
Content Management
Content Targeting
Mktg Automation
Web Analytics
Chat

86. Slide 86Confidential | © Demandbase 2013 All rights reserved.
B2B Marketing Platforms – Big Guys

87. Slide 87Confidential | © Demandbase 2013 All rights reserved.
Marketing Tools vs. Marketing Platform
Email Events
Display
Advt’g
CMS
Direct
Mail
A/B
Opt’n
MAS
Web
Analytics
Paid
Search
Rec
Engines
CRM
Direct
Mail
Events
Social
Media
Your marketing
platform strategy
will dictate selection
of best of breed
marketing tools…
interconnected
solutions deliver
twice the value.

88. Slide 88Confidential | © Demandbase 2013 All rights reserved.
Marketing Automation + CRM
White
Paper
Webinar Web Visit Analyst
Report
HVC Page
2 3 2 4 2
1 1 2 0 0
0 0 3 2 2
3 4 7 6 4
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
There’s something going on.
We should call the top title.
Not a role or a department we
sell into. Reject.
Bob Clark
Director,
Marketing
Carson Plastics
Manufacturing, CA
I’ll call and leave a message
after lunch…tomorrow.
Joseph McLaren
Manager,
Sales Operations
Carson Plastics
Durable Goods, MA
Looks interested, but sales
isn’t who we sell into.
Sales Reaction

89. Slide 89Confidential | © Demandbase 2013 All rights reserved.
Advertising + Web Analytics
B2B advertising success
measurements will move
away from CTR and
Whitepaper downloads to
Account Engagement and
ultimately Sales Activity

90. Slide 90Confidential | © Demandbase 2013 All rights reserved.
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Alert
Alert
Alert
Online leads filled out
Responded to internal campaigns and offers
Viewed product pages
Downloaded white papers
Online leads filled out
Viewed product pages
Online leads filled out
Viewed product pages
Ex: Cisco case study: Website activity consistently predicts purchase
– BOL analysis Jan „12
Web Analytics + CRM

91. Customer Lifecycle
Slide 91Confidential | Copyright Demandbase, 2013

92. Slide 92Confidential | © Demandbase 2013 All rights reserved.
Who
What do I
know
What do I
show
Did it work
Begin with a Single Account Methodology
Company Identification
Cisco
Key Attributes: Standard/1st Party
Enterprise, Software/tech, late-stage pipeline
Decisioning & Personalization
Serve Ad, Promote white paper, eliminate
form, notify Sales rep
Analytics, Segmentation, Modeling
Conversion by industry, Engaged Accounts

93. Slide 93Confidential | © Demandbase 2013 All rights reserved.
Apply to Audiences
 Target Companies
Most Likely to Buy
 Build Brand w/
Established
Accounts
 Measure Results
Based on Account
Activity, not CTR
 Personalize Experiences to
Industry, Company Size
 Remove Friction from
Buyer Journey
 Connect Site Activity w/
Sales/CRM
 Eliminate Non-buyers from
denominators
 Treat Existing Customers
Differently
 Cross-Sell / Up Sell
 Connect Site Activity w/
Account Mgmt

94. Demandbase Example
Strategy Used for Targeting Only 50
Companies
Slide 94Confidential | Copyright Demandbase, 2013

95. Slide 95Confidential | © Demandbase 2013 All rights reserved.
Demandbase targeted
select venture capital
firms with a personalized
display ad to build
awareness and drive
traffic to:
www.demandbase.com
Target Top 50 VC’s

96. Slide 96Confidential | © Demandbase 2013 All rights reserved.
Real-time display of
Scale’s Ventures
web site image on
the Demandbase
web site
Account-Based Personalization

97. Slide 97Confidential | © Demandbase 2013 All rights reserved.
Cumulative
Web Site
Activity
(Page Views)
Monitored the “Pulse” of Each VC
Term Sheets
Received

98. Slide 98Confidential | © Demandbase 2013 All rights reserved.
Summary of Key Points
1) The Web Site is 10X more critical than 10 yrs ago…
think customer engagement platform
2) B2B marketing is different than B2C and requires
different approaches and technologies
3) Buyer 2.0 will spend more time on site before
engaging sales …. Pay special attention to this 5%
4) Think “Platform” vs. marketing tools and the
interaction between solutions when developing your
strategy
5) Start with a customer targeting and lifecycle strategy
and continuously measure and test against this
audience.

99. WHAT WOULD YOU DO DIFFERENTLY
IF YOU KNEW THE COMPANY OR CUSTOMER
THAT WAS ABOUT TO VISIT YOUR WEB SITE?
Slide 99Confidential | Copyright Demandbase, 2013

100. Marketing Innovation for B2B
August, 2013
Chris Golec
Founder & CEO
Demandbase, Inc.
chris@demandbase.com
Thank You!