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How personalization
your Demand Unit Waterfall™
takes the out of
Who’s who?
Nick Bhavsar
SVP Marketing
Bound
Cookie taste tester
Terry Flaherty
Senior Research Director
Demand Creation Strategies
SiriusDecisions
Pizza & beer aficionado
Nina LoCicero
Manager of Global Demand
Generation and Analytics
Rockwell Automation
Avid traveler
Agenda
Why a new SiriusDecisions waterfall?
Welcome marketing
Really understanding your web audience
Engagement @ scale
Rockwell’s personalization programs
Connect insights and drive demand
by understanding and engaging your web audience
with personalized messaging—at scale.
www.bound360.com
Noticing Networks, Not Just Nodes
In current lead management systems, your prospect pool looks like
this…..
© 2017 SiriusDecisions. All Rights Reserved
Noticing Networks, Not Just Nodes
And that obscures the reality, which looks like this…
Many individuals already working as buying groups.
© 2017 SiriusDecisions. All Rights Reserved
The Evolution of the Demand Waterfall®
SiriusPerspective: The Demand Waterfall has revolutionized the measurement of demand creation
functions from inquiry through close, and new developments have made it possible to extend its purview.
2006
The Demand Waterfall
2012
Rearchitected Waterfall Demand Unit Waterfall
2017
© 2017 SiriusDecisions. All Rights Reserved
Key Concepts for Demand Unit Waterfall Implementation
SiriusPerspective: Successful Demand Unit Waterfall implementation requires understanding of process
and system impacts in three core areas.
Demand Unit WaterfallDemand Units Demand Maps
© 2017 SiriusDecisions. All Rights Reserved
The SiriusDecisions Demand Unit Waterfall
SiriusPerspective: The Demand Unit Waterfall tracks the progression of demand units from potential,
identified in the target market, through to closed/won deals.
SQL
AQL
INQs
SGLTQLTGL
Closed
Pipeline
Prioritized Demand
Target Demand
Engaged Demand
Active Demand
We Target
We Suspect
We Connect
We Evaluate
We Know
We Expect
We Win!
Qualified Demand
© 2017 SiriusDecisions. All Rights Reserved
Measurements Enabled
SiriusPerspective: The new stages allow a host of diagnostic measurements to help b-to-b organizations
drive demand and revenue creation performance optimization throughout the organization.
Engaged From
Target
Percentage of
target market
being engaged
Targeting
Accuracy
Percentage of
relevant responses
from target demand
units
Depth of
Engagement
Conversion From
Engaged
Conversion of
demand units –
engaged to close
Depth of
engagement –
demand unit
level
© 2017 SiriusDecisions. All Rights Reserved
Is your marketing getting ignored?
Our prospects are tuning us out
94% of customers have discontinued
communications with a company
because they had received irrelevant
promotions and messages.
- MarketingMag.com
Is your marketing welcome?
Your best sales reps adapt their stories based on
their audience, shouldn’t your website?
Static
Marketing
Irrelevance
Ignored
Marketing
Personalized
Marketing
Relevance
Welcome
Marketing
After implementing
website personalization,
marketers saw a 19%
uplift in sales.
- Shea & Company
➞
➞
➞
➞
Understand
your audience
Scale visitor
engagement
Connected
platform
360 Persona Technology™
▶ Segment visitors & allows your
website to scalably engage
▶ Drive Relevance
Firmographic data
• Industry sector
• Number of employees
• Technologies used
• Company name
• Location
• Revenue
Data attributes:
Identify audience by company attributes
Examples:
• Direct automotive industry to your solutions page
• Personalize messaging for enterprise clients vs. SMB
Demographic data
• Job Function
• Seniority
• Occupation
• Company Size
• Location
• Degree
• Field of Study
• Industry
LinkedIn Data Attributes:
Examples:
• Direct specific titles to a persona page (CIO, VP of Finance, Marketing Manager)
• Provide thought leadership content to senior visitors vs. how-to’s for junior visitors
Individual-level professional profile data
Offsite intent data (3rd party intent)
Example
• Identify visitors intent and drive traffic to dedicated solutions pages
Identify prospects researching topics aligned with your products/services
Onsite behavioral data
• Time on site
• Remarketing
• PPC
• Campaigns
• Time-based
• Device
• Referring site
• Page visits
• Entry path
• Geo Location
Data Attributes
Examples
• Launch online chat on the 3rd visit
• ‘Request a demo’ pop up after 3
minutes
Captures visitor actions on website, predict what
they are likely to do next
Marketing automation data
• Customer status
• Pipeline identification
• NPS score
• Program participation
• Lead score
• Account Ownership
• Custom MAP attributes
Data Attributes
Examples
• Direct in pipeline visitors to ungated late
stage content
• Cross sell and upsell new customers
additional product promotions
• Direct recent webinar downloaders to
their next best content recommendation
Check if a visitor belongs to a MAP smartlist & trigger
a personalized experience
How do you build a
personalization strategy?
Frame your personalization strategy
What business challenge are you solving?
Solutions
● Conversion Optimization (Active to Engage stage)
● Site Engagement
● Pipeline Acceleration
● Audience Verification
● Account Based Marketing
● Branding & Customer Experience
● Post purchase marketing
How will you solve your challenge?
Plays
● Industry based
● Role based
● Event/location based
● Account based
● Email program based
● Content journey based
● NPS based
● Geo based
● Direct mail based
Targeting
● LinkedIn
● Bombora
● DemandBase
● ClearBit
● Kickfire
● Eloqua
● Marketo
● Bound
● ...
How will you target visitors?
How will you deliver the message?
Tactics
● Triggered Live Chat
● Fly-ins
● Pop-ups
● Graphical personalization
● Messaging personalization
● Redirect
● Embedded HTML / CSS Code / Javascript
What does success look like?
Results
● Increase form submission / inquiries
● Reduce bounce rate
● Improve time on site
● Marketing sourced pipeline
● Marketing influenced pipeline
● Improve sales velocity
● Improve number of stakeholders in an
opportunity
● Improve sales close rate
● Uptick in NPS score
Agile marketing to drive highest lift
Rockwell Personalization Programs
▸ Role based (TCE: The Connected Enterprise)
▸Measuring site-wide engagement & goal conversion of known supervisors,
versus industry-based targeting minus role (LI), versus geo-targeting
▸ Industry based (Automotive) - Pipeline Acceleration
▸Measuring site-wide engagement & goal conversion of Automotive Industry
Prospects (Eloqua) vs. non-targeted Automotive Visitors (behavioral)
▸ Industry based (Oil and Gas)
▸Measuring site-wide engagement & goal conversion of Targeted Oil & Gas
industry visitors (LinkedIn) vs. non-targeted Oil & Gas visitors (behavioral)
Role based: “Supervisor” Personalization
Solutions Conversion Optimization
Plays Role based
Targeting Eloqua
Tactics Homepage hero graphic personalization
Results Increase CTR
360 Persona Technology™
Manifestation
Data Sources: Eloqua, Bound
Eloqua ▿
DATA TYPE ATTRIBUTE MATCH CONDITION AND/OR
Eloqua ▿
Segment ▿ Matches exactly ▿ TCE_Manager_FY17 ▿ OR ▿
Geographic ▿
Segment ▿ Matches exactly ▿ TCE_Supervisor_FY17 ▿ AND ▿
Location ▿ Matches exactly ▿ EMEA ▿
Persona Name: EMEA Global TCE Managers and Supervisors
TCE Hero Campaign Performance by Segment
Audience: ABM - Known Mgr/Sup
(MA Platform – Highly targeted)
Audience: Industry-based Audience: Geo-based
CTR
8.57%
CTR
0.68%
CTR
0.87%
Automotive Industry Personalization
Solutions Site engagement
Pipeline acceleration
Plays Industry based (Automotive)
Targeting Eloqua Account List
Tactics Fly-ins to Tata Motors case study
Results Grow pages per visit
Improve time on site
Form submission
KPI Without Personalization With Personalization Lift
Pages per Session 6.3 8.2 30%
Visit Duration 8:01 9:17 16%
Subsequent Inquiries 12.9% 23.6% 82%
Automotive Industry Personalization
Oil and Gas Industry Personalization
Solutions Site engagement
Plays Industry based (Oil and Gas)
Targeting Linkedin
Tactics Text and graphic swap out
Results Grow pages per visit
Improve time on site
Reduce bounce rate
Increase form submission
Oil and Gas Industry Personalization
Oil and Gas Industry Personalization
KPI Without Personalization With Personalization Lift
Sessions 12,586 1,375 -
Pages per Session 4.9 9.2 87%
Visit Duration 8:01 9:17 16%
Bounce Rate 29% 19% -52%
Subsequent Inquiries 0.62% 1.38% 122%
How did Nina get started?
1st:
Audience Insights
2nd:
Strategy
Development
3rd:
Campaign Launch
Visitor Engagement Quadrant
High
HighLow Engagement Ratio
Traffic
Optimize content for
your target personas
Evaluate and replicate
content strategy
Verify/Optimize
target audience focus
Increase traffic for target
personas
Audience Insights Report
Also by -
Seniority, Occupation, Industry, off-site research topics, company size & more.
Top Sub Industries
You need a dedicated team
We do it for youWe help you do it
Managed ServicesConsulting Services
Choose ours or yours
Questions?
Get your free audience
insights report today!
www.bound360.com
Brands that trust us:

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How personalization takes the scary out of your demand unit waterfall

  • 1. How personalization your Demand Unit Waterfall™ takes the out of
  • 2. Who’s who? Nick Bhavsar SVP Marketing Bound Cookie taste tester Terry Flaherty Senior Research Director Demand Creation Strategies SiriusDecisions Pizza & beer aficionado Nina LoCicero Manager of Global Demand Generation and Analytics Rockwell Automation Avid traveler
  • 3. Agenda Why a new SiriusDecisions waterfall? Welcome marketing Really understanding your web audience Engagement @ scale Rockwell’s personalization programs
  • 4. Connect insights and drive demand by understanding and engaging your web audience with personalized messaging—at scale. www.bound360.com
  • 5. Noticing Networks, Not Just Nodes In current lead management systems, your prospect pool looks like this….. © 2017 SiriusDecisions. All Rights Reserved
  • 6. Noticing Networks, Not Just Nodes And that obscures the reality, which looks like this… Many individuals already working as buying groups. © 2017 SiriusDecisions. All Rights Reserved
  • 7. The Evolution of the Demand Waterfall® SiriusPerspective: The Demand Waterfall has revolutionized the measurement of demand creation functions from inquiry through close, and new developments have made it possible to extend its purview. 2006 The Demand Waterfall 2012 Rearchitected Waterfall Demand Unit Waterfall 2017 © 2017 SiriusDecisions. All Rights Reserved
  • 8. Key Concepts for Demand Unit Waterfall Implementation SiriusPerspective: Successful Demand Unit Waterfall implementation requires understanding of process and system impacts in three core areas. Demand Unit WaterfallDemand Units Demand Maps © 2017 SiriusDecisions. All Rights Reserved
  • 9. The SiriusDecisions Demand Unit Waterfall SiriusPerspective: The Demand Unit Waterfall tracks the progression of demand units from potential, identified in the target market, through to closed/won deals. SQL AQL INQs SGLTQLTGL Closed Pipeline Prioritized Demand Target Demand Engaged Demand Active Demand We Target We Suspect We Connect We Evaluate We Know We Expect We Win! Qualified Demand © 2017 SiriusDecisions. All Rights Reserved
  • 10. Measurements Enabled SiriusPerspective: The new stages allow a host of diagnostic measurements to help b-to-b organizations drive demand and revenue creation performance optimization throughout the organization. Engaged From Target Percentage of target market being engaged Targeting Accuracy Percentage of relevant responses from target demand units Depth of Engagement Conversion From Engaged Conversion of demand units – engaged to close Depth of engagement – demand unit level © 2017 SiriusDecisions. All Rights Reserved
  • 11. Is your marketing getting ignored? Our prospects are tuning us out 94% of customers have discontinued communications with a company because they had received irrelevant promotions and messages. - MarketingMag.com
  • 12. Is your marketing welcome? Your best sales reps adapt their stories based on their audience, shouldn’t your website? Static Marketing Irrelevance Ignored Marketing Personalized Marketing Relevance Welcome Marketing After implementing website personalization, marketers saw a 19% uplift in sales. - Shea & Company ➞ ➞ ➞ ➞
  • 14. 360 Persona Technology™ ▶ Segment visitors & allows your website to scalably engage ▶ Drive Relevance
  • 15. Firmographic data • Industry sector • Number of employees • Technologies used • Company name • Location • Revenue Data attributes: Identify audience by company attributes Examples: • Direct automotive industry to your solutions page • Personalize messaging for enterprise clients vs. SMB
  • 16. Demographic data • Job Function • Seniority • Occupation • Company Size • Location • Degree • Field of Study • Industry LinkedIn Data Attributes: Examples: • Direct specific titles to a persona page (CIO, VP of Finance, Marketing Manager) • Provide thought leadership content to senior visitors vs. how-to’s for junior visitors Individual-level professional profile data
  • 17. Offsite intent data (3rd party intent) Example • Identify visitors intent and drive traffic to dedicated solutions pages Identify prospects researching topics aligned with your products/services
  • 18. Onsite behavioral data • Time on site • Remarketing • PPC • Campaigns • Time-based • Device • Referring site • Page visits • Entry path • Geo Location Data Attributes Examples • Launch online chat on the 3rd visit • ‘Request a demo’ pop up after 3 minutes Captures visitor actions on website, predict what they are likely to do next
  • 19. Marketing automation data • Customer status • Pipeline identification • NPS score • Program participation • Lead score • Account Ownership • Custom MAP attributes Data Attributes Examples • Direct in pipeline visitors to ungated late stage content • Cross sell and upsell new customers additional product promotions • Direct recent webinar downloaders to their next best content recommendation Check if a visitor belongs to a MAP smartlist & trigger a personalized experience
  • 20. How do you build a personalization strategy?
  • 22. What business challenge are you solving? Solutions ● Conversion Optimization (Active to Engage stage) ● Site Engagement ● Pipeline Acceleration ● Audience Verification ● Account Based Marketing ● Branding & Customer Experience ● Post purchase marketing
  • 23. How will you solve your challenge? Plays ● Industry based ● Role based ● Event/location based ● Account based ● Email program based ● Content journey based ● NPS based ● Geo based ● Direct mail based
  • 24. Targeting ● LinkedIn ● Bombora ● DemandBase ● ClearBit ● Kickfire ● Eloqua ● Marketo ● Bound ● ... How will you target visitors?
  • 25. How will you deliver the message? Tactics ● Triggered Live Chat ● Fly-ins ● Pop-ups ● Graphical personalization ● Messaging personalization ● Redirect ● Embedded HTML / CSS Code / Javascript
  • 26. What does success look like? Results ● Increase form submission / inquiries ● Reduce bounce rate ● Improve time on site ● Marketing sourced pipeline ● Marketing influenced pipeline ● Improve sales velocity ● Improve number of stakeholders in an opportunity ● Improve sales close rate ● Uptick in NPS score Agile marketing to drive highest lift
  • 27. Rockwell Personalization Programs ▸ Role based (TCE: The Connected Enterprise) ▸Measuring site-wide engagement & goal conversion of known supervisors, versus industry-based targeting minus role (LI), versus geo-targeting ▸ Industry based (Automotive) - Pipeline Acceleration ▸Measuring site-wide engagement & goal conversion of Automotive Industry Prospects (Eloqua) vs. non-targeted Automotive Visitors (behavioral) ▸ Industry based (Oil and Gas) ▸Measuring site-wide engagement & goal conversion of Targeted Oil & Gas industry visitors (LinkedIn) vs. non-targeted Oil & Gas visitors (behavioral)
  • 28. Role based: “Supervisor” Personalization Solutions Conversion Optimization Plays Role based Targeting Eloqua Tactics Homepage hero graphic personalization Results Increase CTR
  • 29. 360 Persona Technology™ Manifestation Data Sources: Eloqua, Bound Eloqua ▿ DATA TYPE ATTRIBUTE MATCH CONDITION AND/OR Eloqua ▿ Segment ▿ Matches exactly ▿ TCE_Manager_FY17 ▿ OR ▿ Geographic ▿ Segment ▿ Matches exactly ▿ TCE_Supervisor_FY17 ▿ AND ▿ Location ▿ Matches exactly ▿ EMEA ▿ Persona Name: EMEA Global TCE Managers and Supervisors
  • 30. TCE Hero Campaign Performance by Segment Audience: ABM - Known Mgr/Sup (MA Platform – Highly targeted) Audience: Industry-based Audience: Geo-based CTR 8.57% CTR 0.68% CTR 0.87%
  • 31. Automotive Industry Personalization Solutions Site engagement Pipeline acceleration Plays Industry based (Automotive) Targeting Eloqua Account List Tactics Fly-ins to Tata Motors case study Results Grow pages per visit Improve time on site Form submission
  • 32. KPI Without Personalization With Personalization Lift Pages per Session 6.3 8.2 30% Visit Duration 8:01 9:17 16% Subsequent Inquiries 12.9% 23.6% 82% Automotive Industry Personalization
  • 33. Oil and Gas Industry Personalization Solutions Site engagement Plays Industry based (Oil and Gas) Targeting Linkedin Tactics Text and graphic swap out Results Grow pages per visit Improve time on site Reduce bounce rate Increase form submission
  • 34. Oil and Gas Industry Personalization
  • 35. Oil and Gas Industry Personalization KPI Without Personalization With Personalization Lift Sessions 12,586 1,375 - Pages per Session 4.9 9.2 87% Visit Duration 8:01 9:17 16% Bounce Rate 29% 19% -52% Subsequent Inquiries 0.62% 1.38% 122%
  • 36. How did Nina get started? 1st: Audience Insights 2nd: Strategy Development 3rd: Campaign Launch
  • 37. Visitor Engagement Quadrant High HighLow Engagement Ratio Traffic Optimize content for your target personas Evaluate and replicate content strategy Verify/Optimize target audience focus Increase traffic for target personas
  • 38. Audience Insights Report Also by - Seniority, Occupation, Industry, off-site research topics, company size & more. Top Sub Industries
  • 39. You need a dedicated team We do it for youWe help you do it Managed ServicesConsulting Services Choose ours or yours
  • 40. Questions? Get your free audience insights report today! www.bound360.com Brands that trust us: