#FlipMyFunnel AtlantaWhy Web Personalization is the Key to Effective ABM

#FlipMyFunnel #ABM@Evergage

Andy ZimmermanCMO

Evergage

Ben AlvordWeb Marketing Manager

Mendix

Only Evergage’s real-time personalization platform delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement into reality.

About Evergage

Welcome

About MendixMendix drives digital transformation by empowering customers to bring new digital products to market and developing applications at the speed of ideas.

#FlipMyFunnel #ABM@Evergage

ABM Background Mendix Case Study Evergage Examples Challenges & Solutions Q & A

Agenda

#FlipMyFunnel #ABM

Background

@Evergage

#FlipMyFunnel #ABM

Key tactics– List Dev’t– Email– Direct Mail– Events– Social

ABM Background

– Online Ads– Website Personalization

Account-based marketing (ABM) is the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. It also includes support for the post-sale customer lifecycle using marketing’s toolkit to contribute to the overall customer experience.

@Evergage

#FlipMyFunnel #ABM

What’s the most important tactic?

Key audiences– Companies from target industries– Named prospects– Install bases (e.g. competitive,

complementary)– Customer accounts– Competitors

ABM Background (cont’d)

Key data– Industry/sub-industry– Account name– Geography– Source– Behavior

@Evergage

#FlipMyFunnel #ABM

Case Study / Examples

@Evergage

#FlipMyFunnel #ABM

Fastest & easiest Rapid Application Development platform for delivering web and mobile applications at scale

Enterprise-class application platform

Cross-industry solution (but target specific ones)

1.5 years using Evergage, integrated with Salesforce

Mendix – A Quick Overview

@Mendix

#FlipMyFunnel #ABM

Home Page Examples

@Evergage

#FlipMyFunnel #ABM

Additional Examples Across Site

@Mendix

#FlipMyFunnel #ABM

Driving Event Signups

@Mendix

#FlipMyFunnel #ABM

10% increase in overall leads generated

6% reduction in homepage bounce rate

12% increase in traffic to industry pages

20% of all event signups driven through personalization

Results

@Mendix

#FlipMyFunnel #ABM

Auto-filter lists on select pages based on industry segment– Resources and Customers pages

Modify content on key pages based on industry segment – Central overview page – E.g. Insert relevant customer story

“Our customer Bank took advantage of our security features in building their account origination system.”

Future Plans

@Mendix

#FlipMyFunnel #ABM

Industry Targeting on Evergage.com

@Evergage

#FlipMyFunnel #ABM

Prospect-Specific Targeting on Evergage.com

@Evergage

#FlipMyFunnel #ABM

Install Base Targeting

@Evergage

#FlipMyFunnel #ABM

VIP Customers– Promote relevant help resources– Geo-based user group meetings / events– Connect with your account executive– Inform visitors that they are customers

Trial Customers– Expiration info, account rep, tips/tricks– Pass activity data to sales team

Customer-Specific Targeting

@Evergage

#FlipMyFunnel #ABM

Challenges & Solutions

@Evergage

#FlipMyFunnel #ABM

Remember *69?

Reverse IP Lookup

@Evergage

#FlipMyFunnel #ABM

Coverage Challenge

@Evergage

#FlipMyFunnel #ABM

Detection Challenge

@Evergage

#FlipMyFunnel #ABM

IP Look-up– Company– Industry/sub-industry– Geo-location

Previously Identified– Form fields– Logged in

Campaign Source Identification– Email– Ads– UTM codes

Behavioral Targeting– Favorites/preferred category

Data-Driven ABM

@Evergage

#FlipMyFunnel #ABM

Industry Detection

@Evergage

#FlipMyFunnel #ABM

Expanding the Segment

@Evergage

#FlipMyFunnel #ABM

Expanding the Segment Further

@Evergage

#FlipMyFunnel #ABM

Account-Specific Targeting

@Evergage

#FlipMyFunnel #ABM

Salesforce Integration

@Evergage

#FlipMyFunnel #ABM

Target Account Activity Alerts

@Evergage

#FlipMyFunnel #ABM

Target Account Analytics

@Evergage

#FlipMyFunnel #ABM

Thank You and Q&A

Learn more

evergage.com

Get a Demo of Evergage

evergage.com/demo

Free Personalization Resources

evergage.com/resources

@Evergage

#FlipMyFunnel #ABM@Evergage