creating an analytics-driven advertising and personalization landing page optimization plan

CREATING AN ANALYTICS-DRIVEN AD, PERSONALIZATION AND LPO PLAN

MARKETINGINNOVATION

SUMMITFOR B2B

presented by

#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA

© 2015 Copyright Demandbase, Inc. Demandbase Confidential.

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AGENDA §  Goal and Objectives §  Definitions §  Segment Identifications §  3 pillars of optimizations

§  Attraction opportunity

§  Engagement opportunity

§  Conversion opportunity

§  Wrap up and Q&A


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Goals and Objectives

Data-driven strategies for:

ACCOUNT-BASED ADVERTISING

PERSONALIZATION LANDING PAGE OPTIMIZATION


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Landing pages

§  Any page that a visitor can arrive or “land” on §  Stand alone page distinct from the main website §  Types of landing page

§  Click Through landing page

§  Lead generation landing page

§  Hybrid


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Conversions

§  “The point at which a recipient of a marketing message performs a desired action.” §  Micro conversions:

§ Video view, e-mail subscription, whitepaper download etc

§  Macro conversions:

§ Contact us form, Lead form etc


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Three Pillars of B2B Analytics

Website Goals

Content Groups

Visitor Segments ENGAGE CONVERT

ATTRACT


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Segments connect the buyer journey

CONVERT

Advertising Analytics Content Management

Marketing Automation CRM

ENGAGE MEASURE ATTRACT


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What’s your funnel shape?

ATTRACTION OPPORTUNITY

ATTRACT

ENGAGE

CONVERT

ATTRACT

ENGAGE

CONVERT

ENGAGEMENT OPPORTUNITY

ATTRACT

CONVERT

CONVERSION OPPORTUNITY

ENGAGE


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Objectives §  Is my Target Segment coming to my website

§  Investigation

§  What percentage of overall traffic is company traffic?

§  What percentage of those companies are companies on your watch list ( customer vs. partner vs prospects)?

§  What attraction tactics are most effective for key segments you care about?


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Configuration

§  Do you have every page on your website tagged with analytics and Demandbase tags including campaign landing pages?

§  Are you tagging links from your landing pages with campaign parameters?


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Data Assembly

§  Leverage analytics to identify companies currently active on your site

§  Mine current customer composition

§  Conduct a gap analysis


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Visitor Gap Analysis

0%

2%

4%

6%

8%

10%

12%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Healthcare Technology Professional Services

Education Finance

Current Customers

Active Companies


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Analysis: Traffic Sources

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Paid Search Direct Organic

Non Healthcare Companies Healthcare Companies


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Outcome: Attract your target audience ADVERTISING


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ATTRACT

ENGAGE

CONVERT

ENGAGE

CONVERT

ATTRACT


ATTRACT

CONVERT


ENGAGE


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Objectives

§  Why is my target segment not engaging with my website?

§  Investigation

§  Do I have content available for the segment?

§  Am I exposing the content for my segment?


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Configuration and Preparation

§  Audit of content

§  In-depth content taxonomy and analysis in “Analytics driven content strategy”

§  Analysis by target segments


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Content audit by Segment

0

50

100

150

200

250

Healthcare Higher Education Life Sciences Education and Government

Financial Services

Videos Case Studies Webinars Whitepapers


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Content Available but not surfaced

§  Classify content according to types

§  Analyze site-wide content engagement

§  Drill into sections for target segment


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Configuration

TAXONOMY DEFINITION

Conversion Type Gated vs. Non-Gated Asset

Industry Healthcare vs. Financial

Audience Enterprise vs. SMB


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Engagement by Asset


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Analysis: Landing Pages

1 By segment

2 Identified 5 pages with the highest bounce rate: -  Landing Page -  Homepage -  Resource page -  Solution page


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Engage your segment across the journey

HOMEPAGE

SOLUTION PAGE

DETAIL PAGE

ASSET PAGE


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Engage your key segment


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ATTRACT

ENGAGE

CONVERT

ATTRACT

ENGAGE

CONVERT



ATTRACT

CONVERT

ENGAGE


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Objectives

§  Target segment aware and engaged, but not converting?

§  Investigation

§  Am I driving enough volume to form pages?

§  What is my Form Abandonment?


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Configuration

§  Enable Form completion tracking

§  Are you tagging links from your landing pages with campaign parameters?

§  Do you have unique thank you pages for different forms?

§  Do you have event tracking enabled so that you can track form abandonment?


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Analysis: High Volume , Low Conversions

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

4.5%

5.0%

0

1,000

2,000

3,000

4,000

5,000

6,000

Contact Us White Papers Support Plans Best Practice Guides

FAQs Technical Briefs Documentation Downloads Success Stories

Instances Conversion Rate


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Follow the clues to uncover insights


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Drive Deeper Conversions

ASSET PAGE


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Optimization Road Map

ATTRACT ENGAGE CONVERT MEASURE LIFT & ANALYTICS

COURSE CORRECT

RINSE & REPEAT


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THANK YOU!

creating an analytics-driven advertising and personalization landing page optimization plan

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