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How to Personalize and Accelerate the Customer Journey Through Targeted 1:1 Experiences

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While focus has moved towards demand units and buying groups, there is still a necessity to have 1:1 engagement and relationships with potential customers. Findings from last year’s B2B Buyers Survey shows that more than half (52%) of businesses saw an increase in the number of team members involved in the purchase process, and preliminary results from this year’s survey show that will continue to grow.

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How to Personalize and Accelerate the Customer Journey Through Targeted 1:1 Experiences

  1. 1. #bii19 Welcome – We’ll Be Starting at 12:00 PM (ET) • Audio will stream through your computer or mobile device speakers. No dial-in is available or required. Please ensure that your speakers are turned on. • Should slides or video appear to freeze during the webcast, please try refreshing your browser • For other technical issues, please access the Help widget (?) at the bottom of the screen • This webcast will be recorded, and you will receive a link to the on-demand version via email • Stay tuned for Q&A at the end. Please use the Q&A widget to ask your questions at any time • Please download today’s available resources by clicking on each item in the Resource List Thank You for Joining Us
  2. 2. #bii19 How To Personalize and Accelerate The Customer Journey Through Targeted 1:1 Experiences SPONSORED BY:
  3. 3. #bii19 Follow This Webinar on LinkedIn & Twitter #Bii19 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney Demandbase: @Demandbase Jonn Dering: @D_Rang
  4. 4. #bii19 #Bii19 Prize Pack: Attend to Win Attend All #Bii19 Sessions For Your Best Chance To Win! • Free Pass to #B2BSMX – 1 Winner Per Session • Amazon Echo 2-Pack – 1 Winner Per Series • August Smart Lock – 1 Winner Per Series • Amazon Echo Show 5 – 1 Winner Per Series • Phillips Hue Starter Pack – 1 Winner Per Series Earn 1 entry for every live #Bii19 webcast you attend.
  5. 5. How are we doing? #bii19 Questions, Tweets, Resources, Survey Submit your questions here Download today’s resources Join the conversation #Bii19
  6. 6. #bii19 Speakers John Dering Demandbase Andrew Gaffney Demand Gen Report
  7. 7. #bii19 SiriusDecisions B2B Buying Cycle Framework
  8. 8. #bii19 What was your timeline for taking the following steps in your buying process?
  9. 9. #bii19 Inform Top resources influencing a buyer’s perception: Web search Vendor web sites 61% of buyers thought it was very important that a vendors website spoke directly to the needs of their industry 57% 48%
  10. 10. #bii19 What were the first three resources that informed you about the solution in question?
  11. 11. #bii19 How important were the following aspects when you visited the website of potential solution providers for the purchase?
  13. 13. #bii19 Trigger noticed ads from the solution provider they selected during the research process said the ads positively impacted their view of the solution provider 67% 36%
  14. 14. #bii19 Did you notice ads from the solution provider you chose presented during your research process? If so, did they influence your perception of that brand?
  15. 15. © 2019 DEMANDBASE SLIDE 15 TARGETING TEST: INTENT VS PERSONA Account-Based Advertising Google AdWords/Display & LinkedIn Sponsored Posts Landing Page
  16. 16. © 2019 DEMANDBASE SLIDE 16 INTENT VS. PERSONA: CHANNEL EFFECTIVENESS 0 200 400 600 800 1000 1200 1400 1600 0% 20% 40% 60% 80% 100% 120% PRECISION (% of Qualified Clicks) SCALE (Click Volume) 711 90 51 8 Bubble Size: # of target accounts clicked
  17. 17. © 2019 DEMANDBASE SLIDE 17 INTENT VS. PERSONA: CHANNEL PERFORMANCE $0 $50 $100 $150 $200 $250 $0$2$4$6$8$10$12$14$16$18$20 Cost Per Click (Traditional) Cost Per Account Visited (ABM) 90 8 51 Bubble Size: # of target accounts clicked 711
  18. 18. #bii19 Benefit of buyers said sales rep was educated on their company and communicated relevant info based on their specific needs. said the experience with their sales rep influenced their purchase decision 92% 79%
  19. 19. #bii19 Did you feel the sales representative you engaged with was educated about your company and communicated relevant information that was customized to your needs?
  20. 20. #bii19 If yes, did your experience with the sales representative influence your decision to select this vendor?
  21. 21. © 2019 DEMANDBASE SLIDE 21 TESTING SALES INTELLIGENCE: NOT WHAT YOU’RE THINKING… § Isolating Sales Insights Solution’s Impact on Performance § Control Group: ~30% of accounts, selected at random across all account segments § Measure § Pipeline Generation Rates
  22. 22. © 2019 DEMANDBASE SLIDE 22 INTENT INSIGHTS IMPROVE SDR PERFORMANCE 0% 5% 10% 15% 20% 25% 30% 35% Control Group Test Group 12.5% 27.1% SDR Pipeline Generation Rate
  23. 23. #bii19 Differentiate of buyers said the winning vendor’s content had a significant impact on their selection. 78%
  24. 24. #bii19 Did the winning vendor’s content have a significant impact on your buying decision?
  25. 25. © 2019 DEMANDBASE SLIDE 25 INTENT’S IMPACT ON EMAIL ENGAGEMENT HYPOTHESIS Messaging that aligns with an account’s intent will improve engagement via email. ? Re-engagement Campaign: • 3 Email Series over 3 weeks Audience: • Un-engaged email database members at target accounts split by Intent vs No Intent for Account-Based Marketing A/B • Re-engagement Rate MEASURE TEST
  26. 26. © 2019 DEMANDBASE SLIDE 26 INTENT’S IMPACT ON EMAIL PERFORMANCE TEST+25%Better Re-engagement Rate for Intent Audience +14%Growth in Engaged Email Database Members
  27. 27. #bii19 Business Case said it was very important to have buyer committee approval once they were at the point of evaluating a set list of solution providers. 52%
  28. 28. #bii19 Once you were at the point of evaluating a set list of solution providers, please rate the importance of these variables:
  29. 29. © 2019 DEMANDBASE SLIDE 29 INTENT + S.K.A.G: BETTER AD PERFORMANCE Single Keyword Ad Groups
  30. 30. © 2019 DEMANDBASE SLIDE 30 INTENT + S.K.A.G: BETTER PIPELINE PERFORMANCE Q116 Q216 Q316 Q416 Q117 Q217 Q317 Q417 Q118 Q218 Q318 Q418 +61% YoY Pipeline Initial ABM Strategy SKAG Strategy
  31. 31. #bii19 Confirm said the number of team members involved in the purchase process has increased of buyers said they now have formal buying committees in place to review potential purchases said purchase decisions are often accelerated or put on hold based on changing business needs 58% 66% 82%
  32. 32. #bii19 Q&A / Speakers John Dering Demandbase Andrew Gaffney Demand Gen Report
  33. 33. #bii19
  34. 34. #bii19 Register for more sessions now thru July 19th! Join Our Next Session: Using Content Insight To Create A Friction-Free Buyer’s Journey July 16th 12:00 PM ET