Slides from a recent Webinar with Meagen Eisenberg, VP of Demand Generation at DocuSign and Jason Steward, Director of Marketing at Demandbase on optimizing your b2b website with account-based targeted content.

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

2. 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

3. Speakers
Meagen Eisenberg
VP of Demand Generation,
DocuSign
@meisenberg
Jason Stewart
Director of Marketing, Demandbase
@jstewart_1
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 3

4. 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
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 4

5. Top Lead Sources – Focus Survey Results
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 5

6. Engagement
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 6

7. 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.
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 7

8. Your Website Generates Leads
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 8

9. 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
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 9

10. Site Lead Generation Performance Results
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 10

11. Buyer 2.0
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 11

12. 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
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 12

13. 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.
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 13

14. 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
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 14

15. Landing Page Optimization
Landing Page Conversion
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 15

16. Web Site Optimization
Site Conversion
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 16

17. What is WCO?
Web Conversion Optimization:
Make interactions more effective by
creating environments that attract,
engage, qualify and measure targeted
visitors
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 17

18. The B2B Challenge
How Do I Optimize When 95% of my Visitors are Anonymous?
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 18
18

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

20. Deliver relevant industry and company size
content upon hitting our website
20
@ meisenberg | @jstewart_1 | #WCO

21. Personalization by industry with high value content improves
click through and conversion rates
Utilities Government
Medical Finance
@demandbase @funnelholic @jasondemandbase
@ meisenberg | @jstewart_1 | #WCO

22. 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

23. 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
@ meisenberg | @jstewart_1 | #WCO

24. Demandbase Real-Time Identification
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 24

25. WCO In Action at Adobe
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 25

26. Use RTID to Target Content to ‘Anonymous’ Visitors
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 26

27. Working With The Tools You Already Use
Business Resolution
Platform
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 27

28. Questions
Meagen Eisenberg
@meisenberg
Jason Stewart
@jstewart_1
@ meisenberg | @jstewart_1 | #WCO
Confidential | © Demandbase 2012 All rights reserved. Slide 28