why a data-driven website is key to b2b marketing success
TRANSCRIPT
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BUILDING A
DATA-DRIVEN
WEBSITE
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Jim Hopkins
Senior Manager, Product Marketing
Demandbase
@jimbohops
https://www.linkedin.com/in/jimbohops
Leah Allen
Web Director
Demandbase
@Demandbase
#b2bmarketing
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Confidential | © Demandbase 2014 All rights reserved.
5 Steps to building a data-driven website
Define Business Goals
Unlock your Valuable Data Sources (ABM)
Simplify Analysis: Attract, Engage, Convert
Take Action Measure Success, Optimize, Iterate
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Confidential | © Demandbase 2014 All rights reserved.
What are your website goals/priorities?
• Generate leads/conversions
• Education of prospects
• Partnering/Investing
• Reduce support costs
• Branding/Awareness
• Ecommerce
• Hiring/attracting candidates
What else…?
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Where are you?
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Confidential | © Demandbase 2014 All rights reserved.
There’s a lot of data
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Confidential | © Demandbase 2014 All rights reserved.
Don’t just drive in the quantitative lane
• Key Insights from Google Analytics
• Industry Research
• Competitive Research
• Stakeholder Interviews
• Sales Calls
• Customer Interviews
• Customer Survey through NPS
• Job Candidate Survey
• Best Practices for UI / Heuristic Review
• Critical Review of the Website Today
• SEO Audit
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Confidential | © Demandbase 2014 All rights reserved.
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
The website has many marketing functions
Content
Mktg.
Lead
Gen. Social
Media
Ads
CRM
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Confidential | © Demandbase 2014 All rights reserved.
The data you really need
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Confidential | © Demandbase 2014 All rights reserved.
Account-based is best for B2B
It Supports The Sales Reality
It Helps Focus On The
Best Growth Opportunities
It Delivers Optimal,
Customer-Centric
Experiences
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Confidential | © Demandbase 2014 All rights reserved.
Attract, Engage, Convert
Website
Goals Content
Visitor
Segments ENGAGE CONVERT
ATTRACT
$
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Confidential | © Demandbase 2014 All rights reserved.
Attract
• Who is coming to the site?
• How are they getting there?
• Focus on key segments:
• Visitor Composition
• Traffic Sources
• Campaign Attribution
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Confidential | © Demandbase 2014 All rights reserved.
Attract - Visitor Comp. by Industry
4%
4%
2%
2%
1%
1%
1%
1%
1% Consumer Services
Business Services
Financial
Insurance
Healthcare
Entertainment
Law Firms
Manufacturing
Retail
Non-Company
83%
Company
17%
% OF TOTAL UNIQUE VISITORS
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Confidential | © Demandbase 2014 All rights reserved.
Attract - Traffic Source by Channel
0
50,000
100,000
150,000
200,000
250,000
300,000
Organic Direct Paid Referral Social Other
Non-Company
Company
WE
BS
ITE
VIS
ITS
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Confidential | © Demandbase 2014 All rights reserved.
Engage
• What are key segments doing?
• Are they getting to content created for them?
• Time-on-site (key segments)
• Pageviews/visit/visitor (key segments)
• Simplify using Content Groups/Sections
• Higher engagement = higher conversions?
• Engagement as a buying signal
• Test copy & design/experience
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Confidential | © Demandbase 2014 All rights reserved.
Engage - Time on Site by Industry
10% 7% 4%
7% 4%
14%
3%
34%
19%
38% 32%
21%
32%
22%
56%
74%
57% 61%
75%
55%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
BusinessServices
Energy Financial Healthcare Insurance Law Firms LifeSciences
Content A
Content B
Content C
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Confidential | © Demandbase 2014 All rights reserved.
Convert
• What is a conversion?
• Are key segments completing goals?
• Goals by audience/segment
• Goal start vs. goal complete
• Design, A/B Testing, Optimization
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Confidential | © Demandbase 2014 All rights reserved.
Convert - Conversion Rate by Size
0%
10%
20%
30%
40%
50%
60%
100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+
EMPLOYEES
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Confidential | © Demandbase 2014 All rights reserved.
Measure and connect the journey
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR Content
Mktg.
Lead
Gen.
Social
Media Ads CRM
ANALYTICS W/ ACCOUNT-BASED IDENTITY
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Confidential | © Demandbase 2014 All rights reserved.
5 Steps to building a data-driven website
Define Business Goals
Unlock your Valuable Data Sources (ABM)
Simplify Analysis: Attract, Engage, Convert
Take Action Measure Success, Optimize, Iterate
![Page 21: Why a Data-Driven Website is Key to B2B Marketing Success](https://reader031.vdocuments.mx/reader031/viewer/2022021813/587898ea1a28ab375f8b70f5/html5/thumbnails/21.jpg)
Jim Hopkins
Senior Manager, Product Marketing
Demandbase
@jimbohops
https://www.linkedin.com/in/jimbohops
Leah Allen
Web Director
Demandbase @Demandbase
#b2bmarketing
Q&A
![Page 22: Why a Data-Driven Website is Key to B2B Marketing Success](https://reader031.vdocuments.mx/reader031/viewer/2022021813/587898ea1a28ab375f8b70f5/html5/thumbnails/22.jpg)
B2B Data -Dr iven Marketer Forum
http://www.linkedin.com/groups/B2B-DataDriven-Marketer-Forum-663805
Discuss best practices and
emerging trends in analytics.
Ask tough questions, get
actionable answers, and learn
how to use analytics to improve
and shape your organization's
marketing strategy.