B2B Advertising, Personalization, and Landing Page Best Practices

CREATIVE & LANDING PAGE BEST PRACTICES FOR B2B

MARKETINGINNOVATION

SUMMITFOR B2B

presented by

#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA

© 2015 Copyright Demandbase, Inc. Demandbase Confidential.

2

Agenda §  Why B2B Marketing is different than B2C

§  What should B2B Marketers focus on

§  Defining campaign strategy

§  Best Practices

§  A/B Testing

§  UTM Parameters

§  Getting Started


3

B2B Landscape


4

Where are B2B marketers spending?

DIGITAL $35B

PRINT, EVENTS, TV, OUTDOOR

$82B

WEBSITE - 26%

DISPLAY - 25%

SEARCH - 14%

EMAIL - 10%

WEBINARS - 8%

SOCIAL - 7%

MKTG AUTO. - 5% MOBILE - 3% VIRTUAL SHOWS - 3%

11% GROWTH IN 2015

Source: Averaged from reports by Forrester, Gartner & Outsell (2014)


5

There are lots of places to spend it…


6

85% of website visitors are not potential

customers

80% of web visitors abandon a site In < 5 seconds

97% of website visitors

will ignore call to action

Basic methods aren’t driving results


7

§  Who do I care about?

§  What content do I want them to engage with?

§  What is my desired result?

§  How do I measure?

What should B2B focus on?


8

Your website is a critical marketing tool

channel in making the purchase decision.

70% of buyers have indicated that the VENDOR’S WEBSITE

MOST INFLUENTIAL was the

Source: DemandGen Report


9

Who: Identifying traffic and traffic patterns §  Know what companies are coming to your website §  Learn what content and which pages are getting

results – and not engaging with §  Are form fills not worthy of SQL or MQLs? §  Make changes §  Measure impact of changes §  Repeat


10

What: Streamline Content

Better quality, costs less

Quality over quantity

Invest more in the right content, reduce overall

Less code, less infrastructure Reduce technical overhead – effort

and cost

Shift staff from maintenance to

innovation

Less customer confusion Fewer pages

Simpler information architecture


11

Results §  Better Engagement with Prospects

à Faster conversions

à More net-new revenue

§  Happy Customers à Better renewal rates

à More upsell


12

Advertising and Landing Page Best Practices


13

ü  Attracting the right companies to your website - Speaking to them directly through personalization

ü  Engaging them with personalized content that prompts action and further consideration

ü  Measuring and iterating through a/b testing to maximize conversions

What should B2B Focus on?


14

Overall Advertising Campaign Strategy

Strategy What are the campaign objectives for each segment? How will we attract and engage target accounts both on the web and onsite?

2

Identify your Most Valuable Companies Target Account List 1

What creative messaging to present to each segment throughout the buyer’s journey? Personalization 3

KPIs for advertising and website are different. Results 4


15

Creative Best Practices §  The more you try to say, the less people will hear.

Tell your story in one to three frames.

§  High quality imagery

§  Have all ad frames fully communicate the takeaway

§  Utilize the dynamic personalized nature of the creative to your advantage

§  Have a clear call-to-action. (e.g. “Learn More”, “Read our recommendations”, etc.) Avoid using CTAs such as “Download Now” or “Click Here” - CTAs that suggest immediate action directly

§  A/B Test


16

Personalized Creative

*For demonstration purposes only. Not a case study.

GENERAL COMPANY-TARGETED

Customer Upsell Opportunity

Industry Healthcare

Co. Size Enterprise

Personalized creative with a clear Call To Action results in higher CTR and higher site engagement.


17

Landing Page Best Practices for Engagement

§  Have continuity between ad creative and landing page §  Customize the experience for each company with personalized

advertising and landing pages §  Sending the audience to a blend of product and solutions pages

increases site engagement, but don’t have too many options §  We recommend strategic routing based on the buyer’s journey -

Let visitors consider your product before the hand raise §  Retarget visitors with a lower funnel related message to push for a

conversion


18

Landing Page Best Practices for Conversion §  100% Gated pages result in high bounce rates and fewer conversions. §  Have clear call to action and a thorough description of the offering above

the fold. §  Included secondary and tertiary content below the fold §  Keep action to goal ratio low §  Shorter forms lead to high conversions – only include 4-5 fields of the

most important data to collect §  Privacy statements with forms very important §  Thank you page should have links out to main site and suggested

content, “You might also be interested in…”


19

Personalize call-to-action and navigation

OPTIONS:

Industry/Vertical 1

2 Company Size

3 Account Watch


20

Ad to Onsite Personalization


21

High Engagement Landing Page


22

A/B Test – What do I need to know?

§  Know what you’re testing and why §  Define success §  Test one element or variable at the same time §  Run the test at the beginning of a campaign §  Run for short period of time until the sample size is

valid §  Ensure your primary objective is still intact


23

Creative A/B Test – Keep it simple A: PERSONALIZED

Acme Corp., Get your app in

the cloud Learn more »

cloud ware Get your app in

the cloud

Learn more »

cloud ware B: NON-PERSONALIZED

Get your app in the cloud

Learn more »

cloud ware Get your app in

the cloud

Learn more »

cloud ware A: BLUE BUTTON B: GREEN BUTTON

cloud ware

Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit

DOWNLOAD

cloud ware


DOWNLOAD


24

Get your app in the cloud

Learn more »

cloud ware

cloud ware


DOWNLOAD

cloud ware Acme Corp., Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales.

Submit

DOWNLOAD

Landing Page A/B Test

B: NON-PERSONALIZED

A: PERSONALIZED Get your app in the cloud

Learn more »

cloud ware

cloud ware


DOWNLOAD

cloud ware


DOWNLOAD

A: ORANGE

A: DARK BLUE


25

Attribution through UTM Parameters


26

Pro Tip: UTM Parameters §  UTM stands for Urchin Tracking Module; the format used by

Google to track your unique URLs §  Tag your campaign with UTM parameters to accurately

determine which element of your online marketing strategy was most effective in getting your target audience to your site.

§  We *highly* recommend Google Analytics URL Builder to create Urls for your landing pages, assigning source names to each vendors

http://sarahnels.com?utm_source=Dbase&utm_medium=banner&utm_campaign=upsell


27

UTM parameters Use Cases

Social Media §  Determine whether the

links in your Twitter posts or LinkedIn profiles are more effective?

Email Campaign §  Track which email

newsletter performed best?

§  Track which element of that newsletter benefits your campaign the most: the banner in the email, a product image, some other CTA?

Banner Ads §  Determine which ad

brought more UTILITY COMPANIES to the site

§  Determine ROI based on the number of GOALS completions for ELECTRIC SERVICES COMPANIES > $1B


28

Traffic Source Dimensions Medium – Type of traffic

§  CPC is paid traffic §  Organic is from a search engine (specific hostnames) §  Referral is from a non-search engine site §  Direct has no referral information

Source – Referring site, search engine or (direct) Medium/Source provides unique combinations for all of your campaigns


29

Building UTM Parameters Three dimensions are set using UTM parameters:

§  Campaign – utm_campaign §  Medium – utm_medium §  Source – utm_source

§  Parameters should be added to EVERY link that is published as part of a campaign: Email, display, social, newsletters, etc.


30

Using Google URL Builder


31

Sample Campaign

Campaign Source = Demandbase Campaign Medium = Banner Campaign Content = size of banner, or information about offering


32

Summary

§  B2B Marketing is different from B2C, and needs a different approach

§  Plan, Test, Execute, Measure §  Use UTM parameters to track your various digital

marketing activities §  Be thoughtful when setting up B2B buyer’s journey

– think beyond the landing page!


33

THANK YOU

B2B Advertising, Personalization, and Landing Page Best Practices

Marketing

Transcript of B2B Advertising, Personalization, and Landing Page Best Practices