personalization your landing page breakthrough
DESCRIPTION
Advance your ROI on PPC and email campaigns in ways you didn’t think possible. What if you could provide an adaptable, personalized experience onsite for your top-funnel prospects, even while they are still “unknown”? Well you can, and even better yet, you can use this same machine-learning platform to deliver adaptive landing pages, adjusting in real-time to advance conversions. Curious to learn how? View the presentation.TRANSCRIPT
Webinar:Personalization, Your Landing Page Breakthrough
April 2, 2013
Mike Telem VP of Business Development & Co-founder
Webinar Overview
1. Current B2B Campaigns
2. Real-time B2B Personalization
3. Relevancy and Success (Auto-Tune)
4. Personalizing and Optimizing • Landing Pages• Pay Per Click (PPC) • Email
“Only 11% of the decisions that marketers make are based on data.
50% of marketers surveyed said they mostly rely on intuition.”
Harvard Business Review – August 2012
MARKETERS AND DATA:
Current B2B Campaigns
• 98% traffic anonymous and un-addressable
• 70% of the buying process is done before contact
• Free analytics tools, but expensive analysis
• Time and resource shortage for proper data analysis
• Post-mortem insights and campaign optimization
Are your B2B Tools good enough?
Tools
• Data Analysis, A/B Testing, Segmentation, Personalization, Web Analytics
The Challenge
• Speed
• Timing
• Relevancy
• Segments Inbound prospects in real-time based on:
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
Real-time B2B Personalization
Relevancy and Success (Auto-Tune)
• Learning and optimization tool
• Automatically runs highest converting campaigns
• No more guesswork
• Most relevant content for top-funnel prospects
Personalizing & Optimizing Landing Pages
• Firmographic Relevancy
• Behavior-based
• Knowing the user's device (mobile, tablet)
• Selects the most converting Calls to Action
• Real-time decision to display content
• Intuitive, learning algorithms that maximize ROI
Landing Page Personalization Campaign
A prospect from the Governmental Industry
Header Change
Reduce Fields
CTA Change
ContentChange
Landing Page Personalization Campaign
Knowing the prospect’s device from the Governmental Industry
Personalizing & Optimizing Landing Pages
Real Life Use Case
• Organization: Insightera
• Campaign: High Value Lead Gen.
• Target Audience: Advanced marketer
• Segment: Specific Google + Linkedin ads
• Campaign Auto-Tune: ABM messaging vs RTM messaging
• Channel: Insightera.com
• Results: Account Based marketing converted 4x more
Personalization & Optimization
PPC and Email Campaigns
2012 IDC tech marketing barometer study
Digital Marketing Budgets
1. SEO, PPC and Display account for 42% of budget 2. Email 2nd most important digital marketing program 3. Investment in company websites on the rise
Personalizing & Optimizing PPC Campaigns
SEO, PPC and Display Ads - 42% of marketing budgets*
How can you optimize?
• Landing page optimization
• Based on source, industry & location
• Dynamic keyword insertion / messaging on landing page
• Use Auto-Tune findings in PPC adverts
• Redirect SEO traffic to relevant landing page
*2012 IDC tech marketing barometer study
Personalizing & Optimizing Emails
16% of digital budgets spent on email marketing*
How can you optimize?
• Real-time learning and Auto-Tune on the fly
• Identified prospects - Email account based marketing
• Change the B2B to personalized B2P
*2012 IDC tech marketing barometer study
Conclusion - Personalization, Your Landing Page Breakthrough
• Advancing your ROI on Landing pages, PPC and Email
• Real-time, Auto-Tune – continuous optimization
• Personalization – relevancy and success
• Invest in onsite, attentive traffic
• Change the B2B to B2P
Questions?
insightera.com/blog
facebook.com/insightera
twitter.com/insightera
Mike Telem - [email protected]
David Myers - [email protected]
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