Date post: | 18-Mar-2018 |
Category: |
Marketing |
Upload: | digital-reach |
View: | 27 times |
Download: | 2 times |
Mastering Web Personalization for ABM
Contact: [email protected] | Digital Reach
We are a B2B Digital Marketing Agency focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation
Contact: [email protected] | Digital Reach
Leading Digital Experience Optimization solution for the enterprise
Companies work with us for:
• Next generation “test & learn”
systems
• Scale a/b testing, multivariate
testing, and personalization
About Optimizely
• Partner of choice for 26 of Fortune
100
• Founding member of the ABM
Alliance
Contact: [email protected] | Digital Reach
Takeshi Young, Web Optimization Manager, Optimizely
• 10+ years in SEO, CRO, and Online Marketing
• Demand Gen team @ Optimizely
• Manage Optimization Program (Optimizely on Optimizely)
Contact: [email protected] | Digital Reach
Available Now:UNIVERSAL – Your Guide to Account Based Success
Our eBook is Available for Download!
6
Today’s Agenda
Contact: [email protected] | Digital Reach
1 Understanding Web Personalization
2 Web Personalization for ABM
3 Personalization for ABM SEM / SEO
On the Agenda
8
Understanding Web Personalization
Contact: [email protected] | Digital Reach
What is Web Personalization?
• Customized, tailored
experience for each visitor
• Going from static, one-
sized fits all website to a
dynamic one that evolves
based on the user and user
needs
• 2 pieces: segmentation &
experience delivery
• Segmentation based on
behavior, context,
demographics, first-party
data, third-party data
Contact: [email protected] | Digital Reach
How does Optimizely Work?
• Optimizely Web & Optimizely Full Stack
• Optimizely Web: client-side solution, just
install snippet on website
• Easy to use, doesn’t require a developer
• Optimizely Full Stack: server-side
• Works on any internet connected device
• Better performance
• For product & development teams
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Web Personalization for ABM
Contact: [email protected] | Digital Reach
Dynamic Signaling for ABM
• Account Based Marketing: Focusing on a core set of target accounts
• Razor-focus
• Offline tactics: Gifts & direct mail, dinners, events, targeted ad campaigns
• Website the hub of marketing activities
• Create tailored experience once customers land on the site
• Different tiers of ABM, different investment and website experience
Contact: [email protected] | Digital Reach
Dynamic Signaling for ABM
• Engagement Data• Firmographics• Demographics • Geographics• Technographics• Predictive Data
• Staffing and Leadership changes
• Funding changes• Industry News• Survey results• Intent Data
Use Dynamic Signals to score accounts and identify the best point of entry.
Contact: [email protected] | Digital Reach
Thinking About Page Visits
Page visits are one of the most valuable Dynamic Signals.
What does a page visit mean?• The account is aware you exist• Multiple visitors means that you have traction within the buying
committee• Data collection is beginning (Marketing Automation, Sales Development,
etc.)
Contact: [email protected] | Digital Reach
Why does this matter for ABM?
When a key contact visits your website, this is your first chance to communicate with them directly. What will their experience be?
• Personalization is memorable – think branding• Update your messaging to reflect their likely pain points
before you know them (use dynamic signals)• Update your landing pages when you KNOW their pain
Personalize by tier and mirror your marketing and sales efforts.
Contact: [email protected] | Digital Reach
Mid Tier Accounts
• Personalize name, but no unique
creative or messaging
• More generic offers based on
firmographics such as industry and
company size
• Scalable form of personalization
Contact: [email protected] | Digital Reach
Lower Tier Accounts
• ABM is about focus, which is about saying ‘no’ as it means saying ‘yes’
• Using personalization to create experiences for visitors that are not high
value targets
• Directing to self-serve, pay-as-you-go plan
• Hiding contact sales CTAs for enterprise plans
Contact: [email protected] | Digital Reach
Testing to Improve Key Metrics
Test for:
• Conversion Rate
• Time-on-site
• Pages Visited
Then iterate!
Rather than creating a single experience for a segment, create
multiple experiences and test them against each other
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Personalization for ABM SEM and SEO
Contact: [email protected] | Digital Reach
Personalization and Paid Marketing
• Symmetric messaging –
have your landing pages
mirror your ad copy
• Deeper-funnel A/B tests!
• 40% improvement in
conversions on PPC
• Improvement in quality
score = lower cost of ads
= money savings
Conversion rate has a massive effect on SEM ROI.
Personalization has a massive effect on conversion rate.
Contact: [email protected] | Digital Reach
Personalization affects SEO Metrics
Google cares about “Experience”, and (probably) judges based on bounce rate, time-on-site, interactions, and pages visited.
• Reduce pogo-sticking• Improve “experience metrics”
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Evaluate the Success of
Personalization
Contact: [email protected] | Digital Reach
Combine Analytics and Personalization
How does your funnel respond to ABM personalization?
• Compare conversion rates across Tier 1, Tier 2, and Tier 3 pages• Time-on-site and branding efforts mean more for ABM
• Higher deal value• Larger buying committees• Attribution of landing pages
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Integrate Solutions
Easy installation, integration with leading data providers, dynamic customer profiles, simple visual editor, Javascript and CSS customizations available
Connect with Optimizely to:
Personalize for ABM
Improve conversion rates
Attribute ABM success
Connect with Optimizely
Email [email protected] more information
Get a second opinion on your Demand Generation Approach
In a 30 minute consultation, learn:
Where you rank in relation to competitors
Measure revenue opportunity from Search
What you can do to accelerate results from digital now
Andrew SeidmanHead of Operations
Thanks for watching!
Email [email protected] or call (415) 857-1263 for more information