Personalization your Landing Page Breakthrough
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The webinar discusses the importance of real-time B2B personalization in digital marketing, focusing on optimizing landing pages, PPC, and email campaigns to enhance ROI. It highlights the need for data-driven decisions over intuition in marketing strategies, revealing that significant portions of traffic remain anonymous and unaddressable. The session emphasizes the use of auto-tune tools for personalization and demonstrates successful case studies that show improved conversion rates through targeted messaging.
Personalization your Landing Page Breakthrough
- 1. Webinar: Personalization, Your Landing Page Breakthrough April 2, 2013 Mike Telem VP of Business Development & Co-founder
- 2. Webinar Overview 1. Current B2B Campaigns 2. Real-time B2B Personalization 3. Relevancy and Success (Auto-Tune) 4. Personalizing and Optimizing • Landing Pages • Pay Per Click (PPC) • Email
- 3. MARKETERS AND DATA: “Only 11% of the decisions that marketers make are based on data. 50% of marketers surveyed said they mostly rely on intuition.” Harvard Business Review – August 2012
- 4. Current B2B Campaigns • 98% traffic anonymous and un-addressable • 70% of the buying process is done before contact • Free analytics tools, but expensive analysis • Time and resource shortage for proper data analysis • Post-mortem insights and campaign optimization
- 5. Are your B2B Tools good enough? Tools • Data Analysis, A/B Testing, Segmentation, Personalization, Web Analytics The Challenge • Speed • Timing • Relevancy
- 6. Real-time B2B Personalization • Segments Inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
- 7. Relevancy and Success (Auto-Tune) • Learning and optimization tool • Automatically runs highest converting campaigns • No more guesswork • Most relevant content for top-funnel prospects
- 8. Personalizing & Optimizing Landing Pages • Firmographic Relevancy • Behavior-based • Knowing the user's device (mobile, tablet) • Selects the most converting Calls to Action • Real-time decision to display content • Intuitive, learning algorithms that maximize ROI
- 9. Landing Page Personalization Campaign Header Change Reduce Fields Content Change CTA Change A prospect from the Governmental Industry
- 10. Landing Page Personalization Campaign Knowing the prospect’s device from the Governmental Industry
- 11. Personalizing & Optimizing Landing Pages
- 12. Real Life Use Case • Organization: Insightera • Campaign: High Value Lead Gen. • Target Audience: Advanced marketer • Segment: Specific Google + Linkedin ads • Campaign Auto-Tune: ABM messaging vs RTM messaging • Channel: Insightera.com • Results: Account Based marketing converted 4x more
- 13. Personalization & Optimization PPC and Email Campaigns
- 14. Digital Marketing Budgets 1. SEO, PPC and Display account for 42% of budget 2. Email 2nd most important digital marketing program 3. Investment in company websites on the rise 2012 IDC tech marketing barometer study
- 15. Personalizing & Optimizing PPC Campaigns SEO, PPC and Display Ads - 42% of marketing budgets* How can you optimize? • Landing page optimization • Based on source, industry & location • Dynamic keyword insertion / messaging on landing page • Use Auto-Tune findings in PPC adverts • Redirect SEO traffic to relevant landing page *2012 IDC tech marketing barometer study
- 16. Personalizing & Optimizing Emails 16% of digital budgets spent on email marketing* How can you optimize? • Real-time learning and Auto-Tune on the fly • Identified prospects - Email account based marketing • Change the B2B to personalized B2P *2012 IDC tech marketing barometer study
- 17. Conclusion - Personalization, Your Landing Page Breakthrough • Advancing your ROI on Landing pages, PPC and Email • Real-time, Auto-Tune – continuous optimization • Personalization – relevancy and success • Invest in onsite, attentive traffic • Change the B2B to B2P
- 18. Questions? Connect with us: insightera.com/blog facebook.com/insightera twitter.com/insightera Mike Telem - mike@insightera.com David Myers - davidm@insightera.com
Editor's Notes
- #4: As marketers, we are surrounded with data but we can really leverage it.Many analytics but too much analysis required.By the time we get an idea its not relevant.Our customers/products and channels create N-dimensional customerjournies
- #8: Per segment
- #13: www.insightera.com/?sample=auto-tuneReal-life case on insightera.com for account based marketing and real-time marketingWe targeted the advanced marketer familiar with MAP.Segmented traffic from google, linkedin keywords, adverts to arrive on home page with auto-tune test.Results showed real-time marketing outperformed account based marketing campaign
- #15: IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading technology media, events and research company.Email is the second-most-important digital marketing program spend category for respondents, which aligns with the previous findings that direct marketing as a whole is expected to increase in 2012. Email is the steadfast workhorse, and although it is less glamorous than other new media, it consistently ranks highly among tech marketers.