TLDW - Key Slides, stats and takeaways from our 2020-21 Personalization Webinars
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The document summarizes key takeaways from webinars on the evolution of the B2B buyer's journey, particularly influenced by digital transformation and COVID-19. It highlights the importance of personalized marketing, engagement strategies from companies like Tenable and AudioCodes, and provides benchmarks for effective digital personalization tools. The overall focus is on optimizing user experiences and implementing tailored marketing approaches to enhance customer journeys.
TLDW - Key Slides, stats and takeaways from our 2020-21 Personalization Webinars
- 1. TLDW Highlights from our 2020-2021 webinars
- 2. 2 Topics 1) About this Deck 2) How the B2B journey changed in 2020? 3) How Tenable does ABM? 4) How AudioCodes engages different personas? 5) Benchmarks for Website Personalization Units 6) About Trendemon and other alternatives for personalization
- 3. 3 What’s This Deck About? We realize that not everyone has the time to sit through a full webinar or even watch a recording so we thought it could be helpful to summarize the main points from our past few webinars. The first part discusses general trends and stats we see in our data regarding the B2B journey. In the second we share some insights from Tenable and AudioCodes - how they engage and enable their buyers across the entire journey, which tools and methodologies they use. The last part explores some personalization stats, benchmarks and tools to consider. Enjoy!
- 4. 4 The New B2B Buyer’s Journey
- 5. 5 The External, Unknown and Known Stages of the B2B Journey Known contact 20% 4-7 reads Anonymous Research on your site 45% 10-15 reads External Exposure & Research 35% 8-12 exposures Engagement - Establish Need Education - Establish Expertise Exposure - Establish Trust visits website signs up
- 6. 6 Meet your new B2B Buyer 78% of Gen-xers to Millenials won’t fill a form to get information via business-review survey
- 7. 7
- 8. 8 Meet your new B2B Buyer Via Forrester
- 9. 9 Impact of COVID-19 on attention and digital transformation
- 10. 10 Speed & Depth of Change credit: chiefmartec
- 11. 11 Speed & Depth of Change
- 12. 12 B2B Customer Journeys trends in 2020 Content Impact on Deep Goals 45% increase of content participation in journeys which reached a sales goal
- 14. 14 How Marketing Changed? Content as mid-funnel Conferences & Campaigns Content (Mailing lists) Meetings Awareness Nurture Closing Stage: Activities & Platforms: Medium: Mixed Online Offline
- 15. 15 How Marketing Changed? Content as all-funnel Campaigns & Content Emails + Content / Zooms Awareness Nurture Closing Stage: Activities & Platforms: Medium: Online Online Online (Mailing lists) Content
- 16. 16 How Marketing Orgs are Adapting? Changes in offerings, Change in priorities. credit: viola survey
- 17. 17 How Tenable does ABM?
- 18. Personalization Levels 18 WHO? GEO, LANGUAGE WHEN/WHERE? BEHAVIOR, PAGE VISITS, READ TIME ATTRIBUTION? WHAT ARE THEY CONSUMING ACCOUNT / INDUSTRY ULTIMATE PERSONALIZATION
- 19. 19 DIGITAL CAMPAIGNS – Retargeting, ABM, Paid Social CRM – Feeds into sales, gets intent data PERSONALIZATION TOOL – CTAs, Analytics, Intent MARKETING AUTOMATION – provides data on the lead lifecycle status. eMail marketing/ nurture CONVERSATIONAL TOOL ABM TOOL – Intent data CONTENT CONSUMPTION TOOL
- 20. 20 DIGITAL CAMPAIGNS – Retargeting, ABM, Paid Social CRM – Feeds into sales, gets intent data PERSONALIZATION TOOL – CTAs, Analytics, Intent MARKETING AUTOMATION – provides data on the lead lifecycle status. eMail marketing/ nurture CONVERSATIONAL TOOL ABM TOOL – Intent data CONTENT CONSUMPTION TOOL
- 21. Why Personalization at Tenable 21 Personas Large product offering with different buyer personas Sale Cycle Different sale cycle for each product Needs/Requirements Consuming different material based on interests or needs Global Global market, localization, languages
- 22. 22 How AudioCodes engages different personas?
- 23. AudioCodes Overview AudioCodes is a leading provider of advanced communications software, products and productivity solutions for the digital workplace • Over 50 different products and solutions • Solutions for SMB, Enterprises, partners and service providers • Target Users range from IT managers to CTO, CEO, Project Managers • Hardware and software solutions
- 24. Challenges in B2B marketing in Tech • Long conversion cycle – lead will be visiting your site several times before ready to convert • Extensive portfolio of product and solution offerings • Different types of customers – partners/end customers • Every user is at a different stage of their buyer journey • Several roles for each purchase cycle – User, decision maker etc., How do you make sure each user goes where he needs?
- 25. Unknown User Vertical A Specific Interest Customer Type Industry Type Vertical B Specific Interest Using MarTech to Generate Knowledge and Separate the verticals and customer types into segments
- 26. Understanding the user before you even know who they are
- 27. Unknown User • Only have visit history from analytics New User • Has done minor actions on website Interested Prospect • Shown interest over time • Fits the ideal persona Hot Lead • Shown a lot of interest • Has been very active especially in last couple of months Creating scoring thresholds for each segment Scoring Buckets
- 28. Creating personalized funnels and nurture tracks for each scoring segment ABM Monitoring Email Campaigns Personalize d CTAs Sponsored ads retargeting
- 29. Example of a successful user journey User Identified By ABM List Personalized CTA/pop-up for their account Converting to Known by form submission Entered into Segment by industry/size/customer type/vertical Entered into designated scoring list Updated CTAs depending on actions Retargeting By sponsored ads Email nurture track “Raised Hand” to go to sales by either form submission or talk to an expert CTA Continued data being fed to sales about the actions on the website
- 30. What we learned • Keep it simple • Start small • Personalize where it is important • Put the user first – Make it easy for them to get to know you • There are many paths toward a conversion • Know when to stop
- 31. 31 1) SIMPLE = MANAGEABLE 2) First, work on improving the basic experience on your assets: a) Clearly defined goals on your site. b) Proper Digital Experience. c) Enough Resources. d) Easy access to resources. 3) Don’t “force users’ hands”, let them raise them. 4) Make strategic use of gated content/forms (too many will lock your customers out). 5) Start with one core segment you want to optimize their flow. Takeaways - For the early marketing operations:
- 32. 32 1) Marketing as an enabler for the sales process 2) Moving from Marketing Operations to Revenue Operations 3) Connecting Buckets to Pools 4) Ask your audience (surveys, chats), who they are, what they’d like to know. Takeaways - For the intermediate/advanced marketing operations:
- 33. 33 The Process we see work Buckets (Audiences) Product/Persona A Product/Persona B Product/Persona C Pools (Content and Stage) Assets for Persona A Assets for Persona B Assets for Persona C Landing Nurture Conversion Ensure easy access between assets within the pool
- 34. 34 Stats, Benchmarks and Surveys
- 35. 35 1) Most successful (=highest CTR) companies run 10 or more personalization campaigns on their site. 2) The best CTR forms (over 2%) have 1 field 3) Highest CTR campaigns have double triggers (scroll & exit/time) 4) Content Hubs can reach double digit CTRs! 5) Surveys are great ways to find target personas and are highly engaging. Personalization Stats & Benchmarks
- 36. 36 The link between attention and personalization
- 37. 37 3-5% CTR CTR of Personalized Recommendation Units
- 38. 38 8%-15% CTR CTR of Personalized Content Hubs
- 41. Reducing Friction in your Buyer Journeys Selected Customers G2 High Performer in Personalization Engines Get a Demo (source: G2)
- 42. homepage product page MQL >> SQL >> WON What companies typically see October 22 2020 Desktop Google Organic What actually happened October 20 2020 Mobile LinkedIn September 29 2020 Desktop Remarketing PPC June 4 2020 Desktop ABM Campaign August 15 2020 Mobile Direct read post watched video read product page User Journey Starts Here The Customer Journey is Online Entire Journey Last Session
- 43. Identity Data Journey & Experience Attribution-based Personalization Platform Asset Attribution NATIV - Journey Personalization Engine 1:1 Personalization at Scale Show the right person, the right asset for their specific stage. Trendemon Insights Processing Engine Output
- 44. How We Stack Up? TrenDemon’s position in typical customers’ stacks
- 45. Trendemon
- 46. Examples of Personalization Units Overlay CTA Embedded Recommendations Sliders Surveys Remarketing Content Hubs
- 47. 47 Other Personalization Tools and Platforms to Consider
- 48. 48 Other Personalization Tools a) Entry Level Popups b) Content Hubs for Sales Development c) Identity-based (ABM) pop ups
- 49. 49 Thank You! Learn more on how to uncover & improve your customers’ digital journey at Trendemon.com