mastering web personalization for abm

Mastering Web Personalization for ABM

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:

• Increase qualified leads

• Track SEO and SEM to ROI

• Marketing Automation Support

About Us

• Search Engine Optimization

• Paid Search & Display

• Website Redesign

• Marketing Automation


Leading Digital Experience Optimization solution for the enterprise

Companies work with us for:

• Next generation “test & learn”

systems

• Scale a/b testing, multivariate

testing, and personalization

About Optimizely

• Partner of choice for 26 of Fortune

100

• Founding member of the ABM

Alliance


Takeshi Young, Web Optimization Manager, Optimizely

• 10+ years in SEO, CRO, and Online Marketing

• Demand Gen team @ Optimizely

• Manage Optimization Program (Optimizely on Optimizely)


Available Now:UNIVERSAL – Your Guide to Account Based Success

Our eBook is Available for Download!

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Today’s Agenda


1 Understanding Web Personalization

2 Web Personalization for ABM

3 Personalization for ABM SEM / SEO

On the Agenda

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Understanding Web Personalization


What is Web Personalization?

• Customized, tailored

experience for each visitor

• Going from static, one-

sized fits all website to a

dynamic one that evolves

based on the user and user

needs

• 2 pieces: segmentation &

experience delivery

• Segmentation based on

behavior, context,

demographics, first-party

data, third-party data


How does Optimizely Work?

• Optimizely Web & Optimizely Full Stack

• Optimizely Web: client-side solution, just

install snippet on website

• Easy to use, doesn’t require a developer

• Optimizely Full Stack: server-side

• Works on any internet connected device

• Better performance

• For product & development teams


How does Optimizely Work?

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Web Personalization for ABM


Dynamic Signaling for ABM

• Account Based Marketing: Focusing on a core set of target accounts

• Razor-focus

• Offline tactics: Gifts & direct mail, dinners, events, targeted ad campaigns

• Website the hub of marketing activities

• Create tailored experience once customers land on the site

• Different tiers of ABM, different investment and website experience


Dynamic Signaling for ABM

• Engagement Data• Firmographics• Demographics • Geographics• Technographics• Predictive Data

• Staffing and Leadership changes

• Funding changes• Industry News• Survey results• Intent Data

Use Dynamic Signals to score accounts and identify the best point of entry.


Thinking About Page Visits

Page visits are one of the most valuable Dynamic Signals.

What does a page visit mean?• The account is aware you exist• Multiple visitors means that you have traction within the buying

committee• Data collection is beginning (Marketing Automation, Sales Development,

etc.)


Why does this matter for ABM?

When a key contact visits your website, this is your first chance to communicate with them directly. What will their experience be?

• Personalization is memorable – think branding• Update your messaging to reflect their likely pain points

before you know them (use dynamic signals)• Update your landing pages when you KNOW their pain

Personalize by tier and mirror your marketing and sales efforts.


Top Tier Accounts


Mid Tier Accounts

• Personalize name, but no unique

creative or messaging

• More generic offers based on

firmographics such as industry and

company size

• Scalable form of personalization


Lower Tier Accounts

• ABM is about focus, which is about saying ‘no’ as it means saying ‘yes’

• Using personalization to create experiences for visitors that are not high

value targets

• Directing to self-serve, pay-as-you-go plan

• Hiding contact sales CTAs for enterprise plans


Testing to Improve Key Metrics

Test for:

• Conversion Rate

• Time-on-site

• Pages Visited

Then iterate!

Rather than creating a single experience for a segment, create

multiple experiences and test them against each other

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Personalization for ABM SEM and SEO


Personalization and Paid Marketing

• Symmetric messaging –

have your landing pages

mirror your ad copy

• Deeper-funnel A/B tests!

• 40% improvement in

conversions on PPC

• Improvement in quality

score = lower cost of ads

= money savings

Conversion rate has a massive effect on SEM ROI.

Personalization has a massive effect on conversion rate.


Personalization affects SEO Metrics

Google cares about “Experience”, and (probably) judges based on bounce rate, time-on-site, interactions, and pages visited.

• Reduce pogo-sticking• Improve “experience metrics”

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Evaluate the Success of

Personalization


Combine Analytics and Personalization

How does your funnel respond to ABM personalization?

• Compare conversion rates across Tier 1, Tier 2, and Tier 3 pages• Time-on-site and branding efforts mean more for ABM

• Higher deal value• Larger buying committees• Attribution of landing pages


Combine Analytics and Personalization

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Integrate Solutions

Easy installation, integration with leading data providers, dynamic customer profiles, simple visual editor, Javascript and CSS customizations available

Connect with Optimizely to:

Personalize for ABM

Improve conversion rates

Attribute ABM success

Connect with Optimizely

Email [email protected] more information

Get a second opinion on your Demand Generation Approach

In a 30 minute consultation, learn:

Where you rank in relation to competitors

Measure revenue opportunity from Search

What you can do to accelerate results from digital now

Andrew SeidmanHead of Operations

Thanks for watching!

Email [email protected] or call (415) 857-1263 for more information