Advanced B2B

Scott BrinkerPresident & CTOion interactive, inc.

sbrinker@ioninteractive.comTwitter: @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