Download - 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
Slide 7
@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?
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@shariajohnston @demandbase @CEB_News
“Website Engagement Is the Single
Biggest Predictor of Buying Intent”
-‐CI Insights
Website Engagement
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@shariajohnston @demandbase @CEB_News
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
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@shariajohnston @demandbase @CEB_News
§ 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
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@shariajohnston @demandbase @CEB_News
Fields, Fields and More Fields
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@shariajohnston @demandbase @CEB_News
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
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@shariajohnston @demandbase @CEB_News
B2B Forms Best Practices
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@shariajohnston @demandbase @CEB_News
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:
Slide 15
@shariajohnston @demandbase @CEB_News
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
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@shariajohnston @demandbase @CEB_News
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
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@shariajohnston @demandbase @CEB_News
CEB Research – Basis for Challenger Marketing
B2B buying will never be the same.
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@shariajohnston @demandbase @CEB_News
CEB Results – CEB Forms After (Multi-Step)
Not Resolved by Demandbase
Resolved by Demandbase
Function-dependent Areas of Interest
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@shariajohnston @demandbase @CEB_News
CEB Results – CEB Forms After (New Real Estate)
Demandbase frees up page real estate for additional data capture
Resolved by Demandbase
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@shariajohnston @demandbase @CEB_News
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%
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@shariajohnston @demandbase @CEB_News
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
Slide 22
@shariajohnston @demandbase @CEB_News
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