ABM Master Class: Engagement Strategies to Optimize Visitor Experiences

ABM MASTER CLASS: ENGAGEMENT
BONNIE THOMAS, SR. ABM STRATEGIST | DEMANDBASE
PRANAY GOYAL, DIGITAL MARKETING MANAGER WEB PERSONALIZATION | VMWARE

© 2019 DEMANDBASE SLIDE 2
MEET THE SPEAKERS
Bonnie Thomas
Sr. ABM Strategist
Demandbase
Pranay Goyal
Digital Marketing Manager,
Web Personalization
VMware

AGENDA
§ WHY ENGAGEMENT MATTERS
§ ENGAGEMENT FOUNDATION: TARGETING AND SEGMENTATION
§ CUSTOMIZING THE VISITOR EXPERIENCE
§ MEASURING ENGAGEMENT SUCCESS
§ VMWARE SUCCESS STORY
§ LIVE Q&A

THERE IS INCREASED DEMAND FOR ENGAGING EXPERIENCES
Our customers want and expect more engaging experiences

BETTER ENGAGEMENT, BETTER CONNECTIONS, HIGHER PROFITS
Better connections with our customers can result in higher profits

BETTER ENGAGEMENT IS BETTER BUSINESS ALL AROUND
Contextual, immersive, relevant experiences can …
(McKinsey & Company)
reduce acquisition costs
by as much as 50%
lift revenues by 5-15% increase the efficiency of
marketing spend by 10-30%

THE ENGAGEMENT CHALLENGE
There is so much noise, user behavior is changing

WHAT ENGAGEMENT SUCCESS LOOKS LIKE
Better more relevant site experiences get target accounts to ….
§ come back to the site
§ bounce less and stay longer
§ more actively engage with our content and offers

AUDIENCE BUILDING—START NARROW, THEN FOCUS
§ TAM: Total addressable market—all
companies that could buy from you
§ TARGET MARKET: Accounts that meet
your ICP
§ TARGET ACCOUNTS: Marketing identified
target accounts, e.g., key verticals + sales
priority accounts
§ SEGMENTS: Key verticals, upsell/cross-
sell opportunities, journey stage, high
propensity to buy, etc.
TAM
Target
Market
Target Accts
Key
Segments
BA
D
C

Within target accounts, there are further distinctions and segments to be aware
of. Think about these factors:
§ Revenue potential for your company
§ A firmographic fit—the right industry, company size, and region
§ Journey stage—lower-funnel opportunities may close faster
§ Propensity to buy based on demonstrated purchase intent online
§ Propensity to buy based on online engagement rates
§ Propensity to by based on relationships, CSAT scores, past close rates, etc.
HOW TO PRIORITIZE TARGET ACCOUNTS

COMMON SEGMENTATION APPROACHES
§ Industry
Industry verticals tend to have unique and specific attributes, pain points and goals.
§ Company Size
Mid-market companies typically face much different challenges than SMBs or enterprise organizations.
They also have different buying committees, sales cycles and decision processes.
§ Journey Stage
The most successful messages and creative treatments you present to companies who are just becoming aware of
your products and services can look very different from those who have been engaged with you for some time or are
just about ready to pull the trigger.
§ Product Usage
Particularly useful for developing engagement strategies that advance cross-sell and upsell opportunities
§ Customer/Prospect/Partner
Prospects may need to know more about who you are and what you do, while customers may respond well to special
offers for upsells. Partners, on the other hand, may be best motivated by reminders of your position as an industry
leader.
§ Intent
Customers who are already in-market for your products and services, or already engaged on your site will respond to
messages and web experiences very differently.

JOURNEY STAGE SEGMENTATION CASE STUDY
§ 3.6X increase
in content
consumption
§ 59% increase
in page views

INDUSTRY SEGMENTATION CASE STUDY
§ 55% increase on
engagement on
the home page
§ 43% increase
in engagement
overall

§ It’s important to ask yourself a few key questions before you settle in on
your approach:
§ Are your segments truly different in a meaningful way?
§ Do you have different messages, content, offers and experiences for
each segment?
§ Do each of your target accounts fall clearly into one segment or another?
§ If the answer to any of the above questions is no, revisit your
segmentation strategy until you arrive at a model in which
each segment is uniquely differentiated.
HOW DO YOU KNOW IF YOU HAVE THE RIGHT SEGMENTATION?

DIFFERENTIATED MESSAGING FOR EACH SEGMENT?

RELEVANT CONTENT FOR EACH SEGMENT?

1. Focus on your best opportunities
2. Start simply – one or two segments
3. Set goals for each segment
4. Segments should be unique in a
meaningful way
5. Segments should be large enough to
provide scale
6. Target accounts should fall clearly into
one segment or another
7 SEGMENTATION
BEST PRACTICES

CUSTOMIZING THE VISITOR EXPERIENCE

BUILDING CUSTOMIZED WEB EXPERIENCES
Start simply
§ The simpler the personalized experience is, the better.
A single change in the text or an image can have a significant
impact on decreasing bounce rates and increasing time on site.
§ Prepare, prepare, prepare. Discuss your web engagement
strategy with your marketing teams, web team, product marketing
team (for content and messaging), and other stakeholders.
§ Start with small changes, like adjusting the home page
banner to be industry specific. For example, a different visual
and/or headline for each of your target industries.

CUSTOMIZATION EXAMPLE: GENERIC WEBSITE
Building automation
company targeting
2 segments:
1. Hospitals
2. Universities
Home page elements
to Personalize:
1. Top banner
2. Headlines
3. Subheads
4. Body copy

WEBSITE CUSTOMIZED FOR HOSPITALS
Relevant Content
Industry Image
Updated Tagline
Industry Association

AD TO LANDING PAGE FOR ENGAGEMENT

AD TO CONVERSION PAGE

AD TO ON-SITE WEB PERSONALIZATION

A NOTE ON FORMS
Forms – it’s a love hate thing
§ Marketers have relied on forms to
capture everything they can
about a site visitor
§ But, with the shift to buyer control
and centricity, forms have
become a friction point
§ They’re too long, error prone
§ They interrupt the visitor’s search
for information
§ Folks don’t want to fill them out
§ Folks lie
Increase in
conversions by
reducing number of
form fields to less
than 10
120%
Increase in
conversions by
reducing number of
form fields to less
than 4
160%
SHORTER FORMS DRIVE
CONVERSION

A NOTE ON CHAT
Impact of personalized chat
1. Increased conversion by 20%
2. Customers 3x more likely to buy
Home page chat bot
(Awareness)
Blog chat (Education) Solution page chat (Decision)
1. and 2.
3. 305% ROI from sales chat
4. 120% ROI on customer service chat
3. 4.

ENGAGEMENT SUCCESS METRICS
• Bounce rate
• Time on site
• Page views
• Pages/visit
• Downloads
• Form fills
• Accounts on site
• Net new accounts on site
• Visitors/account
• Visits/account
• MQLs
• SALs
• MQL/SAL conversion rate
• Marketing influenced pipeline
• Target account close rates
• Target account revenue
• Target account deal size
• Target account days to close
Engagement
Metrics

ENGAGEMENT SUCCESS MEASUREMENT WORKSHEET

ABM SUCCESS METRICS
• Bounce rate
• Dwell times
• Page views
• Pages/visit
• Downloads
• Form fills
• Visits/account
• MQLs
• SALs
ABM is a full
funnel play

ABM SUCCESS METRICS
• Bounce rate
• Dwell times
• Page views
• Pages/visit
• Downloads
• Form fills
• Visits/account
• MQLs
• SALs
Business
Success

VMWARE DEMANDBASE SUCCESS STORY

ABM PROGRAM, ROLES AND RESPONSIBILITIES
PHASE 1 PHASE 2 PHASE 3
• Agree on targets and audience
• Mktg appends target account list with segmentation
data
• Mktg builds audiences in DB Platform.
• Develop relevant messaging and content
• Develop segmented campaign creatives
• Setup nurture flows
• Gather key metrics and KPIs weekly
• Provide target account web engagement
data weekly or bi-weekly
• Implement ABM data management. • Launch digital campaigns for targeted segment
• Identify high value pages to personalize
• Personalize high value pages by segment
• Personalize form pages
• Share campaign plan with field, comms, brand,
sales marketing leadership etc.
WHAT WORKED? WHAT DIDN’T
Revise:
• Target account list & segmentation
strategy
• Sales and marketing alignment
practices
• Ad creative
• Personalized experiences
• Content strategy
• Department-wide alignment
MARKETING OPS / ANALYTICS [1]
SALES, EDA, FIELD AND DIGITAL MARKETING [1]
DIGITAL MARKETING [1]
CAMPAIGN OWNERS [1]
MARKETING OPS / ANALYTICS [1]
[1] = Represents RACI
Planning Execution Measurement/Planning

Key for successful Personalization: Know more about site visitors
How Demandbase helps VMware: Identify site visitors’ company name, industry vertical,
company size aka firmographics
1. Accelerate Buyer Journey
Target propensity-based accounts and verticals
2. Behavioral Analysis
Traffic analysis of top pages, assets, bounce rate
4. Prioritize Audience
Audience overlap analysis
3. Expand Reach Using Machine Learning
Look-alike models and intent data
Top Use Cases
HOW VMWARE LEVERAGES DEMANDBASE WITH WEB
PERSONALIZATION

PERSONALIZATION: IN ACTION
Non-Personalized
Personalized
Account Based Targeting on .COM Global US English Home Page (www.vmware.com)
Long, scrolling page with multiple CTAs
Concise page with content focused on one BU
Results:
ü Bounce Rate: 5% - 10% improvement
ü >100% Lift in CTR over non personalized content
ü Optimizations increased form conversion rate by 2X and CTR by 1.5X
Home Page Take Over:
Started with a PILOT.
Now ~10 Campaigns
We Call It

PERSONALIZATION: IN ACTION…CONTINUED
0.X% CTR compare with
no clicks on non-
personalized content
Industry Vertical:
Healthcare
Account Based
Targeting
Personalized content had 300%
Lift in CTR compare with non-
personalized content

ACCOUNT BASED WEB PERSONALIZATION
üBehavioral analysis of accounts: Audience size,
pages being visited, time spent, bounce rate
üTargeting first visit is important
üTimely sync ups between teams, refresh of
accounts and content
üFollow up leads to continue journey, cross-sell, up-
sell, support
üA/B Test messaging/ content
ü Best performing personalization tactic when combined
with behavioral data
ü 5% - 10% improvement in bounce rate (Complex KPI
J in comparison with CTR)
ü Exponential QoQ growth in responses due to new
campaigns, expansions to multiple web properties,
continuous optimizations
Performance @VMware Best Practices… Always

1. Engagement matters – it builds
connections and profits
2. Don’t try to boil the ocean –
start with a few segments when
personalizing
3. Shorten forms
4. Lean in on intent
5. Measure business impact
KEY TAKEAWAYS

• ABM Master Class:
Engagement Slides
(available on demand)
• The B2B Marketer's Guide to
Website Personalization and
Engagement
RESOURCES

ABM Master Class: Engagement Strategies to Optimize Visitor Experiences

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