B2B Marketing Best Practices that Need to Die
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The document discusses the evolution of B2B marketing, emphasizing the need for businesses to adapt to new technologies and web-centric customer experiences. It highlights common pitfalls in B2B websites, such as content overload and ineffective lead generation forms, and advocates for strategies that maximize relevance while minimizing user effort. Overall, it calls for a shift to user-experience-focused practices and innovative engagement tools tailored to the B2B context.
B2B Marketing Best Practices that Need to Die
- 1. 02/09/2011 Greg Ott CMO, Demandbase Chris Harmon Principal, theBATstudio
- 2. THREE “Best-‐Prac0ces” you should put to rest 2
- 3. Improve: • Conversions • Ability to measure ROI • and even customer satisfaction … while breathing new life into your marketing. 3
- 4. • B2B Marke0ng is evolving • Innova0ve technologies challenge complacency • Web is now the center of customer experience 4
- 5. B2B Marke0ng is using too many B2C hand-‐me-‐downs B2B Online has fundamental differences: 1.Sell to accounts, not individuals. 2. Low volume, high value. 3. ASributes of relevance are business aSributes 5
- 6. Innova0ve Technologies challenge complacency: • iPhone / iPad • Marke0ng Automa0on • Analy0cs • Personaliza0on and Customiza0on 6
- 7. Web is now the center of the customer experience: • Marke0ng Brochure • Demo Center • Support Center • Product What was the last B2B transac0on you made where you DIDN’T access the web? 7
- 8. If you don’t – you’re leaving money on the table! 8
- 9. 1. Website Experience 2. Lead Generation 3. Measurement 9
- 10. Most B2B sites: • Suffer from content OVERLOAD 10
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- 14. Most B2B sites: • Suffer from content OVERLOAD • Too much user EFFORT 14
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- 18. Most B2B sites: • Suffer from content OVERLOAD • Too much user EFFORT At the end-of-the-day… 18
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- 20. What would you do differently if you knew the company that was ABOUT to visit your website?
- 22. Healthcare Target Content / Offers by Vertical
- 23. Financial Services Target Content / Offers by Vertical
- 24. Telecom Target Content / Offers by Vertical
- 25. Optimize Experience using the B2B Attributes of the visitors: 1. Crafting offers by Vertical / Size 2. Customizing Pages with Account Names 3. Targeting offers to specific Accounts Minimizing content – maximizing RELEVANCE 25
- 26. 1. Website Experience 2. Lead Generation 3. Measurement 26
- 27. Most B2B sites: • Want leads, but need for detailed data means they make it a pain for the user 27
- 28. 11 Form Fields 28
- 29. 13 Form Fields 29
- 30. 14 Form Fields 30
- 31. 15 Form Fields 31
- 32. The “leaky bucket” • The BEST forms average 2% - 10% Conversion rates • That = 90-98% exit rate • Progressive Profiling is NOT the answer 32
- 35. User-‐ Generated Data Detailed Account Data 35
- 36. Results: • Form Completion Rate 200% • Data Quality Improved • Prospect Satisfaction… Priceless 36
- 37. 1. Website Experience 2. Lead Generation 3. Measurement 37
- 38. Common Metrics come from B2C: • Traffic Quantity and volume vs. Quality • PV/Visit on average vs. for getting more people to the most valuable content • Email CTR vs. Conversion over time • Inconsistent with CRM data 38
- 42. The Game has CHANGED 42
- 43. • B2B needs it’s own online best practices • Tons of room for innovation as buyer behavior and tools shift • Shift to a user-experience focus 43
- 44. To connect with them, you need to deliver: • RELEVANT • CONTEXTUAL • VALUABLE …content, offers, and engagement tools – and you need to measure the results in a whole new way. 44
- 45. Account-‐Based Engagement Lead Gen Engagement Measurement 45
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- 49. “ Business has only two functions: marketing and innovation. Marketing innovation creates value ” and all the rest are costs. -‐ Peter Drucker 49
- 50. B2B Marketing Best Practices That Need To Die Greg Ott Chris Harmon CMO Principal Demandbase theBATstudio gott@demandbase.com chris@thebatstudio.com (415) 683-2678 (510) 339-7300 http://www.linkedin.com/in/gregott linkedIn: http://www.linkedin.com/in/cjharmon twitter: cjharmon