Scared your marketing is getting ignored? Learn the tricks of how revenue marketers deliver messages that engage prospects in today’s media-saturated landscape.

1. How personalization
your Demand Unit Waterfall™
takes the out of

2. Who’s who?
Nick Bhavsar
SVP Marketing
Bound
Cookie taste tester
Terry Flaherty
Senior Research Director
Demand Creation Strategies
SiriusDecisions
Pizza & beer aficionado
Nina LoCicero
Manager of Global Demand
Generation and Analytics
Rockwell Automation
Avid traveler

3. Agenda
Why a new SiriusDecisions waterfall?
Welcome marketing
Really understanding your web audience
Engagement @ scale
Rockwell’s personalization programs

4. Connect insights and drive demand
by understanding and engaging your web audience
with personalized messaging—at scale.
www.bound360.com

5. Noticing Networks, Not Just Nodes
In current lead management systems, your prospect pool looks like
this…..
© 2017 SiriusDecisions. All Rights Reserved

6. Noticing Networks, Not Just Nodes
And that obscures the reality, which looks like this…
Many individuals already working as buying groups.
© 2017 SiriusDecisions. All Rights Reserved

7. The Evolution of the Demand Waterfall®
SiriusPerspective: The Demand Waterfall has revolutionized the measurement of demand creation
functions from inquiry through close, and new developments have made it possible to extend its purview.
2006
The Demand Waterfall
2012
Rearchitected Waterfall Demand Unit Waterfall
2017
© 2017 SiriusDecisions. All Rights Reserved

8. Key Concepts for Demand Unit Waterfall Implementation
SiriusPerspective: Successful Demand Unit Waterfall implementation requires understanding of process
and system impacts in three core areas.
Demand Unit WaterfallDemand Units Demand Maps
© 2017 SiriusDecisions. All Rights Reserved

9. The SiriusDecisions Demand Unit Waterfall
SiriusPerspective: The Demand Unit Waterfall tracks the progression of demand units from potential,
identified in the target market, through to closed/won deals.
SQL
AQL
INQs
SGLTQLTGL
Closed
Pipeline
Prioritized Demand
Target Demand
Engaged Demand
Active Demand
We Target
We Suspect
We Connect
We Evaluate
We Know
We Expect
We Win!
Qualified Demand
© 2017 SiriusDecisions. All Rights Reserved

10. Measurements Enabled
SiriusPerspective: The new stages allow a host of diagnostic measurements to help b-to-b organizations
drive demand and revenue creation performance optimization throughout the organization.
Engaged From
Target
Percentage of
target market
being engaged
Targeting
Accuracy
Percentage of
relevant responses
from target demand
units
Depth of
Engagement
Conversion From
Engaged
Conversion of
demand units –
engaged to close
Depth of
engagement –
demand unit
level
© 2017 SiriusDecisions. All Rights Reserved

11. Is your marketing getting ignored?
Our prospects are tuning us out
94% of customers have discontinued
communications with a company
because they had received irrelevant
promotions and messages.
- MarketingMag.com

12. Is your marketing welcome?
Your best sales reps adapt their stories based on
their audience, shouldn’t your website?
Static
Marketing
Irrelevance
Ignored
Marketing
Personalized
Marketing
Relevance
Welcome
Marketing
After implementing
website personalization,
marketers saw a 19%
uplift in sales.
- Shea & Company
➞
➞
➞
➞

13. Understand
your audience
Scale visitor
engagement
Connected
platform

14. 360 Persona Technology™
▶ Segment visitors & allows your
website to scalably engage
▶ Drive Relevance

15. Firmographic data
• Industry sector
• Number of employees
• Technologies used
• Company name
• Location
• Revenue
Data attributes:
Identify audience by company attributes
Examples:
• Direct automotive industry to your solutions page
• Personalize messaging for enterprise clients vs. SMB

16. Demographic data
• Job Function
• Seniority
• Occupation
• Company Size
• Location
• Degree
• Field of Study
• Industry
LinkedIn Data Attributes:
Examples:
• Direct specific titles to a persona page (CIO, VP of Finance, Marketing Manager)
• Provide thought leadership content to senior visitors vs. how-to’s for junior visitors
Individual-level professional profile data

17. Offsite intent data (3rd party intent)
Example
• Identify visitors intent and drive traffic to dedicated solutions pages
Identify prospects researching topics aligned with your products/services

18. Onsite behavioral data
• Time on site
• Remarketing
• PPC
• Campaigns
• Time-based
• Device
• Referring site
• Page visits
• Entry path
• Geo Location
Data Attributes
Examples
• Launch online chat on the 3rd visit
• ‘Request a demo’ pop up after 3
minutes
Captures visitor actions on website, predict what
they are likely to do next

19. Marketing automation data
• Customer status
• Pipeline identification
• NPS score
• Program participation
• Lead score
• Account Ownership
• Custom MAP attributes
Data Attributes
Examples
• Direct in pipeline visitors to ungated late
stage content
• Cross sell and upsell new customers
additional product promotions
• Direct recent webinar downloaders to
their next best content recommendation
Check if a visitor belongs to a MAP smartlist & trigger
a personalized experience

20. How do you build a
personalization strategy?

21. Frame your personalization strategy

22. What business challenge are you solving?
Solutions
● Conversion Optimization (Active to Engage stage)
● Site Engagement
● Pipeline Acceleration
● Audience Verification
● Account Based Marketing
● Branding & Customer Experience
● Post purchase marketing

23. How will you solve your challenge?
Plays
● Industry based
● Role based
● Event/location based
● Account based
● Email program based
● Content journey based
● NPS based
● Geo based
● Direct mail based

24. Targeting
● LinkedIn
● Bombora
● DemandBase
● ClearBit
● Kickfire
● Eloqua
● Marketo
● Bound
● ...
How will you target visitors?

25. How will you deliver the message?
Tactics
● Triggered Live Chat
● Fly-ins
● Pop-ups
● Graphical personalization
● Messaging personalization
● Redirect
● Embedded HTML / CSS Code / Javascript

26. What does success look like?
Results
● Increase form submission / inquiries
● Reduce bounce rate
● Improve time on site
● Marketing sourced pipeline
● Marketing influenced pipeline
● Improve sales velocity
● Improve number of stakeholders in an
opportunity
● Improve sales close rate
● Uptick in NPS score
Agile marketing to drive highest lift

27. Rockwell Personalization Programs
▸ Role based (TCE: The Connected Enterprise)
▸Measuring site-wide engagement & goal conversion of known supervisors,
versus industry-based targeting minus role (LI), versus geo-targeting
▸ Industry based (Automotive) - Pipeline Acceleration
▸Measuring site-wide engagement & goal conversion of Automotive Industry
Prospects (Eloqua) vs. non-targeted Automotive Visitors (behavioral)
▸ Industry based (Oil and Gas)
▸Measuring site-wide engagement & goal conversion of Targeted Oil & Gas
industry visitors (LinkedIn) vs. non-targeted Oil & Gas visitors (behavioral)

28. Role based: “Supervisor” Personalization
Solutions Conversion Optimization
Plays Role based
Targeting Eloqua
Tactics Homepage hero graphic personalization
Results Increase CTR

29. 360 Persona Technology™
Manifestation
Data Sources: Eloqua, Bound
Eloqua ▿
DATA TYPE ATTRIBUTE MATCH CONDITION AND/OR
Eloqua ▿
Segment ▿ Matches exactly ▿ TCE_Manager_FY17 ▿ OR ▿
Geographic ▿
Segment ▿ Matches exactly ▿ TCE_Supervisor_FY17 ▿ AND ▿
Location ▿ Matches exactly ▿ EMEA ▿
Persona Name: EMEA Global TCE Managers and Supervisors

30. TCE Hero Campaign Performance by Segment
Audience: ABM - Known Mgr/Sup
(MA Platform – Highly targeted)
Audience: Industry-based Audience: Geo-based
CTR
8.57%
CTR
0.68%
CTR
0.87%

31. Automotive Industry Personalization
Solutions Site engagement
Pipeline acceleration
Plays Industry based (Automotive)
Targeting Eloqua Account List
Tactics Fly-ins to Tata Motors case study
Results Grow pages per visit
Improve time on site
Form submission

32. KPI Without Personalization With Personalization Lift
Pages per Session 6.3 8.2 30%
Visit Duration 8:01 9:17 16%
Subsequent Inquiries 12.9% 23.6% 82%
Automotive Industry Personalization

33. Oil and Gas Industry Personalization
Solutions Site engagement
Plays Industry based (Oil and Gas)
Targeting Linkedin
Tactics Text and graphic swap out
Results Grow pages per visit
Improve time on site
Reduce bounce rate
Increase form submission

34. Oil and Gas Industry Personalization

35. Oil and Gas Industry Personalization
KPI Without Personalization With Personalization Lift
Sessions 12,586 1,375 -
Pages per Session 4.9 9.2 87%
Visit Duration 8:01 9:17 16%
Bounce Rate 29% 19% -52%
Subsequent Inquiries 0.62% 1.38% 122%

36. How did Nina get started?
1st:
Audience Insights
2nd:
Strategy
Development
3rd:
Campaign Launch

37. Visitor Engagement Quadrant
High
HighLow Engagement Ratio
Traffic
Optimize content for
your target personas
Evaluate and replicate
content strategy
Verify/Optimize
target audience focus
Increase traffic for target
personas

38. Audience Insights Report
Also by -
Seniority, Occupation, Industry, off-site research topics, company size & more.
Top Sub Industries

39. You need a dedicated team
We do it for youWe help you do it
Managed ServicesConsulting Services
Choose ours or yours

40. Questions?
Get your free audience
insights report today!
www.bound360.com
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