Your website is one of your most critical marketing channels. Yet, it can be challenging to provide a relevant experience for site visitors. In this session, you’ll see how real-life B2B practitioners, including the Demandbase marketing team, leverage our Engagement Solution to boost their website results. You’ll walk away with speci c examples of how you can leverage arti cial intelligence and put website personalization into action.

1. ENGAGEMENT SOLUTION
Phil Hollrah, VP Product Marketing
Mimi Rosenheim, Sr. Director Web Marketing
DEMANDBASE IN ACTION

2. SLIDE 2
DEMANDBASE ABM PLATFORM
ABM PLATFORM
Audience Management
ABM Analytics
Account Selection
Global B2B
Data at Scale
Patented IP
Identification
Proprietary B2B Ad
Tech/DSP
Artificial Intelligence
& Machine Learning
MASIntegration

3. AGENDA
§ PROBLEMS PLAGUING B2B MARKETING
§ ENGAGEMENT SOLUTION OVERVIEW
§ OUR STORY: DEMANDBASE ON DEMANDBASE

4. LET’S GET REAL

5. SLIDE 5
SPENDING TIME AND MONEY TO DRIVE VISITORS TO B2B SITES
SEO
Keywords
VideoSocial
Email
Display
Ads
But if we aren’t providing the right content, relevancy and personalized
experiences, we’re wasting both time and money.

6. © 2016 DEMANDBASE｜SLIDE 6
of web visitors
do NOT engage
on web site
80%Of site traffic
is NOT from
target accounts
85%
of visitors do
NOT turn into
sales oppty’s
97%
3 PROBLEMS
PLAGUING B2B
MARKETING

7. SLIDE 7
COMBINED WITH
OTHER
CHALLENGES
© 2016 DEMANDBASE # 7
B2B marketers
who believe they
have unreliable
data
Heinz Marketing
64%
B2B marketers feel
they aren’t using
MAS to its full
potential
Sirius Decisions
85%
generating high
quality leads as
biggest challenge
63%
Hubspot
of budgets spent
on top of funnel
activities
50%
IDC Research
of CMOs struggle
to hit their pipeline
goals
82%
Forrester
of CMOs struggle
to prove
spending impact
67%
Gartner

8. SLIDE 8
TODAY’S ANONYMOUS BUYERS JOURNEY
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEB
RESEARCH FRIENDS &
FAMILY
INTEREST
Marketers miss out on
the buying signals that
occur pre hand raise…
…and the signals that
occur once a prospect
is in a sales cycle.

9. SLIDE 9
BUT THE ACTUAL BUYER’S JOURNEY IS HARD TO PREDICT
HOMEPAGE
Pipeline
ROI PAPER
CUSTOMER LIST
REDISCOVERY
CASE STUDIES
DEMO FORM
LEADERSHIP
RESEARCH READY TO BUY
INDUSTRY
PRODUCT A
AWARENESS
BLOG
PRODUCT B
DISCOVERY
PRODUCT C
PRESS
LOST

10. ENGAGEMENT SOLUTION

11. SLIDE 11
ENGAGE YOUR TARGET AUDIENCES ACROSS THE BUYER’S JOURNEY
ACCURATE IDENTIFICATION
Identify both known and unknown visitors
on your website
CUSTOMIZE EVERY VISIT
Personalize web experiences with relevant
messages and content to different
audiences
OPTIMIZE RECOMMENDATIONS
Automatically recommend the right content
and high value pages to each visitor
REDUCE FORM FRICTION
Web forms that are shorter and easier to fill
out without sacrificing data
CONNECT KEY TECHNOLOGY
Standardize data across CRM and MAS
to eliminate duplicate records and
reconcile your contact data
REAL-TIME CONVERSATIONS
Proactively engage target accounts with
personalized chat experiences

12. SLIDE 12
SIGN UP
FOR A GREAT OFFER
Full name
Email
Password
Phone
Company
Industry
Street Address
City
State
ZIP
Number of Employees
Website
SUBMIT
Title
Revenue
Website traffic
$35,622,000,000
Software & Technology
105,000
500 Oracle Parkway
Redwood Shores
CA
94065
Enterprise
http://www.oracle.com
Demandbase Hidden Fields:
1,600,000
Oracle Corp.Company
Revenue
Industry
Employees
Address
City
State
ZIP
Audience
Website
Traffic
and more…
SIGN UP
FOR A GREAT OFFER
First Name
Business Email
SUBMIT
Title
Last Name
Company
MARKETING/LEAD
DATABASE
For each field eliminated,
conversion rate
increases 8.5%.
SHORTER FORMS AND DATA APPEND TO YOUR MAS/CRM

13. SLIDE 13
IDENTIFY AND ENGAGE TARGET ACCOUNTS WITH LIVE CHAT
Customer
Manufacturing
<$100M
Customer
Energy
>$100B
HIGH VALUE!
Target Account
Financial Services
>$10B
No Chat

14. SLIDE 14
PERSONALIZE YOUR WEBSITE BY AUDIENCE SEGMENT

15. SLIDE 15
BY NAME OR INDUSTRY SEGMENT

16. SLIDE 16
BY NAME OR INDUSTRY SEGMENT

17. SLIDE 17
WITH PERSONALIZED IMAGERY

18. SLIDE 18
WITH PERSONALIZED IMAGERY

19. SLIDE 19
WITH PERSONALIZED IMAGERY

20. SLIDE 20
WITH PERSONALIZED IMAGERY

21. SLIDE 21
WITH RELEVANT CONTENT

22. SLIDE 22
WITH RELEVANT CONTENT

23. SLIDE 23
SO YOU CAN GO FROM THIS…

24. SLIDE 24
TO THIS

25. © 2018 DEMANDBASE｜SLIDE 25
LIVE PERSONALIZATION EXAMPLES

26. © 2018 DEMANDBASE｜SLIDE 26
LIVE PERSONALIZATION EXAMPLES

27. SLIDE 27
WEBSITE PERSONALIZATION – HERO BANNER
Control Experience
No Personalization
Test Experience
Personalization
81% Increase in CTA clicks

32. © 2018 DEMANDBASE｜SLIDE 32
PERSONALIZATION BY CONTACT BEHAVIOR

33. © 2016 DEMANDBASE｜SLIDE 33
IMPACT OF AI BASED
PERSONALIZATION
66%
Exit Rate
212%
Pages/Session
499%
Conversions
Average across DB customers using site optimization functionality

34. SLIDE 34
IMPACT OF AI BASED PERSONALIZATION
BOUNCE
RATE
PAGES /
SESSION
TIME ON SITE DEMO
REQUEST
CONVERSION
RATE
- 52%
+ 107%
+ 231%
+ 311%
BASELINES
GATED
ASSET
CONVERSION
RATE
+ 593%
AI based personalization results for Demandbase.com

35. DEMANDBASE ON DEMANDBASE

36. KEY TAKE AWAYS
• B2B buyers have expectations
like B2C consumers
• Embrace AI and technologies
that make it native
• Consider targeting outside of
your prospect list
• Tie together your advertising
and website experiences
• Utilize what works for your
current strategies