"With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with TARGET businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools and content systems are now adapting to this new B2B buyer, as companies are learning how to engage and connect content to target audiences in order to nurture and accelerate leads to sales. Hear how Adobe has embarked on a journey to connect data from analytics, testing tools and visitor identification technologies to understand their targets, personalize their web experiences and better serve content to the accounts that are not only most likely to convert, but also most likely to buy. Top tactics for identifying, engaging and converting visitors from your most important web segments Identify the top conversion metrics to pay attention to and optimize against Learn how to engage visitors—and keep them engaged—utilizing personalization technology"

1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Targeting and Personalization: Improving Engagement at the Account Level
Jeff Fuhriman | Manager Digital Marketing Optimization
Sunny Beck | Manager, Conversion Optimization
1

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Jeff Fuhriman
Senior Optimization Manager, Adobe
jfuhriman@adobe.com
Sunny Beck
Manager, Conversion Optimization, Adobe
sbeck@adobe.com

3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
Welcome and Overview
1
3 Steps to move from “anonymous” to targeted content
2
Complex sales cycle examples and results
3
Transactional B2B examples and results
4
Q & A
5
Executive summary and core message
3

4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Key Takeaways
§ Learn to leverage all available data to create and categorize
content for the highest value segments and profiles.
§ Identify third-party data/tools that can provide account level data
and supplement or replace expensive qualitative data. Doing so will
help you create content more efficiently and make it more effective
for current and prospective customers.
§ Let your research findings drive your content marketing and your
product development/management efforts.

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Identify, engage and convert
visitors from your most
important segments by
keeping it personal

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Recognition | questions |
past transactions | past and
present behavior | feedback
Personalized
Experience

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How do we do that?
7
Demandbase IP lookup |
search terms | customer
database | behavioral score |
Scene7 image rendering
Personalized
Experience
Using everything you’ve got to keep it personal

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Executive summary and core message
1
Catapult Yourself Up the Digital Marketing Sophistication Curve
2
Complex sales cycle examples and results
3
Transactional B2B examples and results
4
Takeaways and Q & A’s
5
3 Steps to move from “anonymous” to targeted content
8
Agenda

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Step 1: Prioritize your highest-value areas
§ Display
§ Emails
§ Search Landing Pages
§ Home Page
§ Portal Pages
§ Product / Solution Pages
§ Login Pages
§ Landing / Registration / Form Pages
1. Landing / Registration / Form Pages
2. Home Page
3. Portal Pages
4. Product / Solution Pages
5. Login Pages
6. Search Landing Pages
7. Email
8. Display

10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Step 2: Create and categorize content for high-value segments and profiles
Let our
Customer
tell the
Adobe story
Categorize
Content
(buying stage,
value… ) during
development and
evangelize
Test
multiple titles,
copy, creative…
(A/B, MVT, Flash)

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Step 2: Create and categorize content for high-value segments and profiles
1. Loosening of the Status Quo
2. Committing to Change
3. Exploring Possible Solutions
4. Committing to a Solution
5. Justifying the Decision
6. Making the Decision
Education
Phase
Solution Phase
Vendor
Selection
Phase

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Step 2: Create and categorize content for high-value segments and profiles
Create content across all stages of the
buying cycle to target appropriately

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Step 3: Use account identification to target content to ‘anonymous’ visitors

14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Executive summary and core message
1
3 Steps to move from “anonymous” to targeted content
2
Predict, Allocate, and Measure Key Performance, not just the Indicators
3
Transactional B2B examples and results
4
Takeaways and Q & A’s
5
Complex sales cycle examples and results
14
Agenda

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What would you do differently if you knew
the company that was about to visit your
website?

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Adobe Target
& Demandbase
Targeted
Campaign to E-
Retailers
*Demandbase plugin and Adobe Target
campaign set up to serve targeted
content based on reverse IP lookup

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Keyword
Targeting
*Layer of keyword targeting
added to Demandbase
targeting

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Behavioral
Targeting
*Layer of behavioral
targeting starts working with
keyword targeting, added to
Demandbase targeting

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Adobe Target
identifies incoming
keyword
Adobe Audience
Manager identifies
company profile in
customer database
Demandbase IP
identifies Industry/
Company
Customer database
identifies existing
profile with
Audience Manager
(product usage)
Adobe Experience
Manager / Target /
Scene 7 serves
unique content
22

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EZcontacts.co
m

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Adobe Target
&
Demandbase
Form Field
Pre-pop
*Adobe Target campaign
interacts with Demandbase
to populate form fields based
on reverse IP information

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29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Executive summary and core message
1
3 Steps to move from “anonymous” to targeted content
2
Complex sales cycle examples and results
3
Optimize the Marketing & Media Mix
4
Takeaways and Q & A’s
5
Transactional B2B examples and results
29
Agenda

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Acrobat Services
30

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About FormsCentral
Web-based form and survey building tool which allows users to quickly
create forms, simply distribute and analyze results.
Product is still in the introductory stage
Majority of traffic to site is driven by Adobe Reader
Massive number of users are currently Free Trial members

32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
The Problems
We knew very little about our current customers
We knew next to nothing about our site visitors
Our site order conversion was very low
The business was far from profitable

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Quick Solution
Quick Solution:
Hire an agency to conduct a
survey in an effort to better
understand who our customers
were.

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Survey Results
34
Industry Breakouts
Education Non Profit Healthcare Software Marketing
Survey Data 15% 9% 7% 6% 6%

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Survey Issues
35
This was great data but we still know nothing about who our
site visitors really were.
The results were not representative of entire customer base.
Only our most loyal customers.
This was a very expensive set of data to gather.

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The main issue
36
We still knew very little about our site visitors.
“The oldest and strongest emotion of mankind is fear, and
the oldest and strongest kind of fear is fear of the unknown”
H.P. Lovecraft

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A different approach
37
Demandbase gave us the ability to understand who
was visiting our site, both existing customers and
potential customers.

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Demandbase
38
Very minimal effort towards implementation
Ability to receive real-time data
Gave us insight into who our site visitors were at a tenth of
the cost

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Demandbase
39
Sample Size
Demandbase
Demandbase
Survey Data
Survey Data
Cost

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Demandbase learnings
40
Education Non Profit Healthcare Software Marketing
Survey Data 15% 9% 7% 6% 6%
Demandbase
Data
25% 15% 6% 5% 5%
Industry Breakouts

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Targeted Offerings
41
Homepage
Education Segment
Nonprofit Segment

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Results
42
Homepage Education Segment Nonprofit Segment
Homepage

43. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Executive summary and core message
1
3 Steps to move from “anonymous” to targeted content
2
Complex sales cycle examples and results
3
Transactional B2B examples and results
4
Q & A
5 Takeaways and Q & A’s
43
Agenda

44. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
Demandbase IP lookup |
search terms | customer
database | behavioral score |
Scene7 image rendering
Personalized
Experience

45. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45
Key Takeaways
§ Learn to leverage all available data to create and categorize
content for the highest value segments and profiles.
§ Identify third-party data/tools that can provide account level data
and supplement or replace expensive qualitative data. Doing so will
help you create content more efficiently and make it more effective
for current and prospective customers.
§ Let your research findings drive your content marketing and your
product development/management efforts.

46. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46

47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jeff Fuhriman
jfuhriman@adobe.com
LinkedIn: Jeff Fuhriman
Sunny Beck
sbeck@adobe.com
LinkedIn: Sunny Beck