Scared your marketing is getting ignored? Learn the tricks of how revenue marketers deliver messages that engage prospects in today’s media-saturated landscape.
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
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
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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
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
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