dgr demandbase webinar_7-2013_final_draft

Presented by

Rev Up Your Lead Gen Engines

#B2BLeadGen

Sponsored by

How CEB Increased Conversions And Revenue

Welcome Webinar A:endees

Type ques>on here

Follow this webinar on Twi:er

#B2BLeadGen Demand Gen Report: @DG_Report

Demandbase: @Demandbase

Shari Johnston: @ShariAJohnston

CEB: @CEB_News

About Demand Gen Report

•  Launched in 2007 to track best pracGces in lead generaGon

•  NewsleKer has grown to more than 26,000 readers

•  We also offer a menu of research and best pracGces reports

•  New audio/video podcasts at DemandGenReport.com

@DG_Report http://linkd.in/DG_Specialists

Panelists

Brian Conway, Director of MarkeGng OperaGons,

CEB

• CerGfied SFDC and Eloqua Administrator since 2007

Moderated by:

Shari Johnston, Director of Integrated MarkeGng,

Demandbase

• Eloqua user since 2006

Andrew Gaffney Demand Gen Report

Rev Up Your LeadGen Engines: How CEB Increased Conversions and Revenue

@shariajohnston @demandbase @CEB_News

Buyer 2.0

§  Every Sale Touches the site –  70% of buyers have indicated that a vendor’s web site was the most influential

channel in making the purchase decision. – 

§  Web is the center of the customer experience –  Who are we missing? Who visits and abandons early before engaging? –  Who and why are they not converGng?


“Website Engagement Is the Single

Biggest Predictor of Buying Intent”

-‐CI Insights

Website Engagement


A CEB study of more than 1,400 B2B customers across industries revealed that 57% of a typical purchase decision is made before a

customer even talks to a supplier.

Buyer 2.0


§  Typical B2C Conversion – Purchase •  Web experience guides you to the purchase •  Designed to show you things you WANT to purchase •  AnalyGcs tracking the purchasing funnel to figure out when you decided to

purchase or leave

§  Typical B2B Conversion – RegistraGon/Lead Capture •  No purchase usually required, only your contact informaGon •  Web experience does NOT guide you to conversion •  Only landing pages are opGmized to convert •  Conversion funnel analyGcs usually limited to one page rather than the whole site

The Goal Conversions


Fields, Fields and More Fields


Example

Short Form (5 Fields) Medium Form (7 Fields) Long Form (9 Fields) 13.4% Conversion 12% Conversion 10% Conversion

$31.24/Conversion $34.94/Conversion $41.90 Conversion

Each Additional Field ~ $2.00 Additional Cost Phone Number ~ $5.00 Additional Cost


B2B Forms Best Practices


CEB Overview

CEB is the world’s leading member-based advisory company. We have a unique view into what matters — and what works — when capitalizing on drivers of business performance. With 30 years of experience working with top companies to share, analyze, and apply proven practices, we begin

with great outcomes and reverse engineer to help you unlock your full potential.

More than 87% of the Fortune 500 turn to CEB to tackle emerging and recurring business challenges:


CEB Business Case

How to strike the balance between too many and too few fields while still accomplishing marketing objectives and keep sales happy at the same time?

Low completion

rate

Poor data quality

Wider rift between marketing and sales


CEB Results – CEB Forms Before

Cumbersome Interest box shows little relevance to the individual,

and leads to inaccurate selection and potential for misaligned

opportunities

Field name headers add to the overall length of the form

Firmographics can be resolved on the

backend using Demandbase


CEB Research – Basis for Challenger Marketing

B2B buying will never be the same.


CEB Results – CEB Forms After (Multi-Step)

Not Resolved by Demandbase

Resolved by Demandbase

Function-dependent Areas of Interest


CEB Results – CEB Forms After (New Real Estate)

Demandbase frees up page real estate for additional data capture

Resolved by Demandbase


CEB Results – Conversion Rates

Forms increased 105%

Total Fields decreased 38%

0

5

10

15

Before After

Number of Fields

0%

10%

20%

30%

40%

Before After

Form Completion Rate

Before After

Revenue from Form Submit

Revenue increased 126%


CEB Solution Recap

Solution: Shorter, multi-step, personalized form enabled by Demandbase

•  Fewer manual fields à increased completion rate

•  More page space à additional functionality

•  Standardized, validated firmographics à improved scoring accuracy and lead treatment

•  Richer sales conversations •  Healthier pipeline •  Better downstream segmentation •  Demand for universal form updates


More about CEB Challenger Marketing

Email: [email protected] LinkedIn: www.linkedin.com/in/bconway/ CEB Marketing: www.executiveboard.com/marketing CEB Challenger Marketing ebook: http://ceburl.com/challenger-marketing

THANKS!

Welcome Webinar A:endees

Type ques>on here

Q&A // Panelists

Brian Conway, Director of MarkeGng

OperaGons, CEB

Moderated by:

Shari Johnston, Director of Integrated

MarkeGng, Demandbase

Andrew Gaffney Demand Gen Report

Thank You For A:ending This Webinar!

Download this presentation at:

http://http://dg-r.co/b2bleadgenweb

dgr demandbase webinar_7-2013_final_draft

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