1.
ABM in Practice: How to
Personalize your Homepage
Stephanie Robotham
HEAD OF CORPORATE MARKETING, OPTIMIZELY
Steve Ebin
HEAD OF OPTIMIZATION, OPTIMIZELY

2.
• We are recording!
• Slides and video from this
presentation will be sent out later
today
• We are happy to take your questions -
enter them in the Questions panel of
GoToWebinar
• Tweet along with us: #ABMinPractice
Housekeeping Details

3.
Stephanie Robotham
Head of Corporate Marketing, Optimizely
• Responsible for global pipeline generation
• Driving our ABM strategy and adoption
• Owner of Optimizely’s website and
marketing technology stack
• Executive sponsor of the homepage
project
• Previously, spent 10 years at Salesforce
and Heroku in demand generation and
digital marketing roles
Meet Our Speakers
#ABMinPractice

4.
Steve Ebin
Head of Optimization, Optimizely
● Responsible for testing, conversion
rate optimization, and personalization
● Owner of ‘Optimizely on Optimizely’
● Owner of the homepage project
● Also manages Optimizely’s paid
marketing strategy
Meet Our Speakers
#ABMinPractice

5.
What You’ll Learn
• A high-level overview of ABM
• How personalization works
within an ABM strategy
• Whether or not
personalization works
• What comes next after the
homepage for ABM

6.
Why ABM?
The value of Account-Based
Marketing: Why do it?

7.
“Account-Based Marketing is
used by B2B marketers to
identify and target the accounts
they value most, opening
strategic sales opportunities and
supporting them through the
buyer’s journey.
#ABMinPractice

8.
Why ABM now?
• Focus on quality - Response to ‘inbound mania’
• Automation - Ability to deliver marketing programs, content, and
messaging at scale through technology
• Data - Do more with the treasure trove of data you’re already
collecting
• Customer expectations - Digital experiences are becoming more
targeted in every context
#ABMinPractice

9.
“B2C experiences have us
trained to expect personalized
content, recommendations--
soon, searching for content on
B2B websites will be a very
disappointing experience.
#ABMinPractice

10.
Why Web Personalization for ABM?
• Personalization expectation - When they’re
not your prospects, they’re consumers
• Data becomes actionable - you have the
data - now put it to work
• Targeted messaging and experiences -
Website goes from a one-many asset to an
action layer for your data and programs
#ABMinPractice

11.
“Personalizing your website is
where your customer data
comes to life. You’ve been
collecting it - for years! But
have only been able to use it
in limited use cases.
#ABMinPractice

12.
Early days of ABM at
Optimizely
We’ll share:
• Our homepage experiment
• The first ABM test we ran that
generated $1M in sales pipeline (hint:
it’s not the homepage)
• Other pages that have been
personalized since the homepage
#ABMinPractice

13.
Why ABM for Optimizely?
• Lead volume problem = bad
conversations for Sales
• Need leads to be better educated,
higher quality
• No natural next step if you’re not a
user of the product
• Treasure trove of data that was being
underutilized
#ABMinPractice

14.
Homepage
Personalization
Steve Ebin
Head of Optimization

15.
Our goals for the homepage
• ‘Show, don’t tell’
• Showcase our own technology
• Support ABM strategy
• Do something easy to understand
#ABMinPractice

16.
This is our current homepage. I’d
like to spend a few minutes walking
through it with you.

17.
The background image and
headline changes based on
demographic criteria.

18.
The background image and
headline changes based on
demographic criteria.

19.
The background image and
headline changes based on
demographic criteria.

20.
The background image and
headline changes based on
demographic criteria.

21.
The background image and
headline changes based on
demographic criteria.

22.
When we can’t identify the visitor,
they see a time of day message

23.
When we can’t identify the visitor,
they see a time of day message

24.
The modules below the hero are
personalized based on both
demographic and behavioral
attributes for each visitor.

25.
Module 1 changes based on
behavioral criteria

26.
Module 2 changes based on
demographic criteria

27.
Module 3 changes based on
demographic criteria

28.
Module 3 changes based on
demographic criteria

29.
Customer logos change based on
demographic criteria
● Travel prospects see travel logos,
retail prospects sees retail logos, etc.
● Everyone else sees our default logos.

30.
Customer logos change based on
demographic criteria
● Travel prospects see travel logos,
retail prospects sees retail logos, etc.
● Everyone else sees our default logos.

31.
Results
What happened after we
personalized the homepage?

32.
#ABMinPractice
Qualitative Impact

33.
@caraharshman #CTAConf
B
A
+1.5% improvement
engagement
+113% improvement
views of Solutions page
+117% improvement
clicks on secondary CTA
Quantitative Impact
#ABMinPractice

34.
Process
HOW WE GOT TO THIS
POINT, AND HOW YOU CAN
TOO

35.
What makes this difficult?
• Navigating stakeholders
• Unchartered territory
• Many audiences creates complexity
• Need high confidence in data being
used for personalization
• Goals and results are fuzzier than
in an A/B test
#ABMinPractice

36.
Step 1. Goals
What do you
want to achieve?
Step 2. Accounts
For whom do you
want to achieve this?
Step 3. Design
What design will help
you achieve that goal
with that audience?
Steps to Redesign & Personalize your Homepage
Step 4. Personalize
Show the right
experience to the
right visitor.

37.
Establishing Goals
#ABMinPractice
STEP 1

38.
Establishing Goals - A reminder of what Optimizely’s goals were
• ‘Show, don’t tell’
• Showcase our own technology
• Support ABM strategy
• Do something easy to
understand
#ABMinPractice

39.
Establishing Goals - Figuring it out for Yourself
• Conversion vs. education?
• Demonstrate vs. explain?
• Explicit vs. implicit personalization?
#ABMinPractice

40.
Accounts
#ABMinPractice
STEP 2

41.
Accounts - for Optimizely
• Cascading approach for different tiers:
• Top: account list - 1-to-1 personalization
• Middle: industries - 1-to-few personalization
• Bottom: everyone else: 1-to-many
personalization
• Other considerations:
• Customer and non-customer audiences
• Behavioral audiences
• Geographic audiences
#ABMinPractice

42.
• Do you have an account list?
• What are your business goals for that
list?
• What is feasible/achievable in your
timeframe?
• What other attributes could be used to
segment accounts into audiences?
#ABMinPractice
Accounts - for Yourself

43.
Design
#ABMinPractice
STEP 3

44.
Design - for Optimizely
#ABMinPractice
• Modular design
• Hero that can be personalized
• Room for personalization modules
• Customer validation
• Promoted content

45.
Design - for Yourself
• Is my design ‘personalize-able’
today?
• Can I iterate upon the design?
• Am I making the best use of above-
the-fold space?
• Can I target messages and content
throughout the page?
#ABMinPractice

46.
Personalize: Create
Campaigns
#ABMinPractice
STEP 4

47.
#ABMinPractice
WANT TO SEE
CAMPAIGN CREATION IN
ACTION?
LET US KNOW!

48.
#ABMinPractice

49.
What’s Next?
ABM in practice
after the homepage

50.
ABM in Practice - Watch Campaign
• Campaign for target list of executives to
set up in-person meetings
• For setting up a meeting, AEs gift
prospect an Apple Watch
• Tested as an email-only campaign in
Q1
• $1M in pipeline opportunities so far
#ABMinPractice

51.
ABM in Practice - Watch Campaign
#ABMinPractice

52.
#ABMinPractice

53.
Customers Page
• Visitors see logos from their industry
by default
• Customer quote also changes by
industry
#ABMinPractice

54.
Demo Request Page
• Visitors see their website when they
land on the page – putting them in
center of focus for the experience
• Customer logos personalized to
match their industry
#ABMinPractice

55.
Blog Content Recommendations
• Content recommendations by topic
interest (industry, product, etc.)
• Content recommendations based on
reading behavior
#ABMinPractice

56.
OPTICON 2016
San Francisco – 9/15
New York – 9/21
SAVE THE DATE