Advanced B2B
Scott BrinkerPresident & CTOion interactive, inc.
[email protected]: @chiefmartechttp://www.ioninteractive.com
March 25, 2009
Segmentation Matters
All clicks are not created equal.
1. Complex offerings, many value propositions.
2. Multiple people involved in the sales process.
3. Long sales cycles with multiple stages.
4. Wide disparity between best and worst customers.
4 Reasons Why Segmentation Matters
in B2B Marketing
# of segments
# of
peo
ple
per s
egm
ent mass audience
segments of one
strategic segmentation
Segmentation granularity as strategy
Where can segmentation happen?
Keywords & Ad
Creatives
Landing Page
Behavioral Choices
Forms on the Landing Page or the
Site
Site-Wide Behavioral Analysis
IP Address Profiling
(e.g., Geo)
self-selected, incentivized
self-selected,not incentivized
not self-selected,not incentivized
If a prospect asks for something in particular
give it to them.
The Long Tail Rule:
“data recovery”
“backup window”
“business continuity”
“data storage SOX compliance”
“data retention”
“snap server NAS”
“data storage”
When segmenting by keywords, you don’t need alanding page.
You need
MANYlanding pages.
4XAdweek, January 2008
But what ifyou can’t determine someone’s
segment from their keyword?
segment
segment
simple
40% lift
Landing pages can have more than one page.
But will they click?
65.4% segmentation rate
16.2% conversion rate
(hypothetical: not actual data)
Which ads attract which segments?
Segment Conversion Rate
SMB 14.7%
Enterprise 23.5%
Which segments convert best?
(hypothetical: not actual data)
How manylanding page
pages can ahave?
16.1%conversion rate
19.6%conversion rate
1. All clicks are not created equal.
2. The road from click to conversion must be paved with continuity.
3. Landing pages are both part of your ads and part of your site.
4. Landing pages can have more than one page.
5. Experimentation is the pathway to discovery.
6. Landing page creative is limited only by your imagination.
7. Testing without a strategy is like fishing without water.
8. There are a thousand ways to segment your audience.
9. Incentivized self-identification reveals true segmentation.
10. Landing page management is greater than any single landing page.
The Taoof
Post-Click Marketing
Thank You
Interested in more advanced landing page strategies?
BOOKHonest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game ChangersAvailable on Amazon.com
BLOGhttp://postclickmarketing.com