b2b marketing best practices that need to die

Greg Ott CMO, Demandbase

Chris Harmon Principal, theBATstudio

02/09/2011

THREE  “Best-­‐Prac0ces”    you  should  put  to  rest  

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Improve: •  Conversions •  Ability to measure ROI •  and even customer satisfaction

… while breathing new life into your marketing.

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•  B2B  Marke0ng  is  evolving  

•  Innova0ve  technologies  challenge  complacency  

• Web  is  now  the  center  of  customer  experience  

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B2B  Marke0ng  is  using  too  many  B2C    hand-­‐me-­‐downs  

B2B  Online  has  fundamental  differences:  

1.Sell  to  accounts,  not  individuals.      

2.  Low  volume,  high  value.    

3.  ASributes  of  relevance  are  business  aSributes  

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Innova0ve  Technologies  challenge  complacency:  

•  iPhone  /  iPad  •  Marke0ng  Automa0on  

•  Analy0cs  •  Personaliza0on  and  Customiza0on  

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Web  is  now  the  center  of  the  customer  experience:  

•  Marke0ng  Brochure  

•  Demo  Center  

•  Support  Center  •  Product  What  was  the  last  B2B  transac0on  you  made  where  you  DIDN’T  access  the  web?  

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If  you  don’t  –  you’re  leaving  money  on  the  table!  

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1.  Website Experience

2.  Lead Generation

3.  Measurement

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Most B2B sites:

•  Suffer from content OVERLOAD

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Most B2B sites:

•  Suffer from content OVERLOAD

•  Too much user EFFORT

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Most B2B sites:

•  Suffer from content OVERLOAD

•  Too much user EFFORT

At the end-of-the-day…

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

Target Content / Offers by Vertical

Healthcare

Target Content / Offers by Vertical

Financial Services

Target Content / Offers by Vertical

Telecom

Optimize Experience using the B2B Attributes of the visitors:

1.  Crafting offers by Vertical / Size

2.  Customizing Pages with Account Names

3.  Targeting offers to specific Accounts

Minimizing content – maximizing RELEVANCE

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1.  Website Experience

2.  Lead Generation

3.  Measurement

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Most B2B sites:

•  Want leads, but need for detailed data means they make it a pain for the user

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11 Form Fields

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13 Form Fields

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14 Form Fields

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15 Form Fields

The “leaky bucket”

•  The BEST forms average 2% - 10% Conversion rates

•  That = 90-98% exit rate

•  Progressive Profiling is NOT the answer

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User-­‐  Generated  Data  

Detailed  Account  Data  

Results:

•  Form Completion Rate 200%

• Data Quality Improved

• Prospect Satisfaction… Priceless

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1.  Website Experience

2.  Lead Generation

3.  Measurement

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Common Metrics come from B2C: •  Traffic Quantity and volume vs. Quality

•  PV/Visit on average vs. for getting more people to the most valuable content

•  Email CTR vs. Conversion over time

•  Inconsistent with CRM data

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The Game has CHANGED

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•  B2B needs it’s own online best practices

•  Tons of room for innovation as buyer behavior and tools shift

•  Shift to a user-experience focus

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To connect with them, you need to deliver:

•  RELEVANT

•  CONTEXTUAL

•  VALUABLE

…content, offers, and engagement tools – and you need to measure the results in a whole new way.

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Lead  Gen   Engagement   Measurement  

Account-­‐Based  Engagement  

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“ Business has only two functions: ���marketing and innovation.

Marketing innovation creates value ���and all the rest are costs.

-­‐  Peter  Drucker  

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”

Greg Ott CMO Demandbase

gott@demandbase.com (415) 683-2678 http://www.linkedin.com/in/gregott

B2B Marketing Best Practices That Need To Die

Chris Harmon Principal theBATstudio

chris@thebatstudio.com (510) 339-7300 linkedIn: http://www.linkedin.com/in/cjharmon twitter: cjharmon