B2B Marketing…

Putting Behavior at the Center

Before we get started:

This guy…

Note: Billy Beane is not on Twitter

Agenda

• Who We Are

• The History

• The New Plan

• Building a Smart Website

• Results

• Questions

Meet NetProspex

Let’s go back in time…

In 2011, NetProspex had a disconnect

Sales and Marketing did not get along.

Neither did our systems…

We had very little content…

And our website was all about us, not our customers... Our

Story

Our Data

Our Way

It was time for a

change…

To Do List:

1. Get Aligned with Sales

2. Understand Our Buyers and their Journey

3. Build Up a Content Library

Develop Common DictionaryGoal 1 – Sales Alignment

Marketing

SLA

Goal 1 – Sales Alignment

Sales

Agree on deliverables

Build Our Personas

Demand Gen Operations(Data Management) Sales Leadership

Tech Non-Tech Tech Non-Tech Tech Non-Tech

Christina Ruben Steve

Goal 2 – Understand

Our Buyers

ComprehensivePersona Elements:

• Profile• Key Motivators & Goals• Challenges• Profile Narrative

Goal 2 – Understand

Our Buyers

Smarter DataImprove form conversions, make leads more actionable

110 New Pieces of Content!

Offer Library

Goal 3 – Build Up a Content Library

Content Framework

InventoryAssignCategorize

DG DM SP

10 Actions

B2B DM Guide

Sales Pro Sector

Plano-Gram

What Not to Do

Try a Search

5 Strategies

4 Reasons

10 Cold Calls

CAN SPAM Compliance

DQ Video

Try a Search

ConfioCase Study

Why Outsource

AG Salesworks

SD Profile

SD Profile

SP Tool Guide

Engage

Propensity

Decision

Goal 3 – Build Up a Content Library

Marketing Automatio

n

CRM

Website

Direct Mail

Social

Email

Put Buyer First

To Fill the Pipeline

Once we took care of the basics, it was time to put it all together.

So to explain, let’s get physical technical.

CRM

Data Enrichment

Engine

Marketing Automatio

n

Email

Landing Pages

Behavior Tracking

Dynamic Content Delivery

Our Technology Toolkit

Content Management

System

DesignSEO

Web DevelopmentData Infrastructure

Web TrackingLanding Pages

Automation

Persona DevelopmentContent CreationContent Hierarchy

Framework

Design and Implementation Team

Meet Whereoware

• Create engaging emails, websites, and mobile apps• Platinum partner, largest Silverpop agency partner• 2011 Silverpop Agency partner of the year• Team of 14 full-time Silverpop certified admins, 3 designers on

staff• Over 50 Silverpop clients• Creative + planning for A Mere Truffle website and app

Peter Bergen – Senior Project ManagerSilverpop Professional CertifiedCertified Salesforce AdminMECLAB-trained2+ years full-time Silverpop experience

Who is Christina?

• What is her role?

• What are her needs?

• How can NetProspex contact + engage her?

Progressive Data Collection

• Start with Anonymous Visitor, gradually build a full profile

• Implicit profiling: make assumptions based on behavior

• Explicit profiling: visitor gives you data in exchange for valuable resources

• Based on data gathered, dynamically offer relevant and valuable resources in exchange for more data

WebsiteProfiling strategy

Infer persona(home page)

Serve up DC(resource pg)

Gather data(webforms)

Engage(programs)

WebsiteContent flow

WebsiteEngage Toolkit

Landing Pages

Progressive Webforms

Dynamic Content

Automated Programs

…and only 2 database fields

Let’s start the journey…

Christina’s profile

DG DM SP

Engage Propensity Decision

Profile Data

Christina’s profile

DG DM SP

Engage Propensity Decision

Profile Data

DG

Engage

Christina’s profile

DG DM SP

Engage Propensity Decision

Profile DataEmail: christina@company.comMarketer Type: B2BTech Marketer? Yes

DG

Engage

Christina’s profile

DM SP

Propensity Decision

Profile DataEmail: christina@company.comMarketer Type: B2BTech Marketer? Yes

DG

Engage

Christina’s profile

DM SP

Propensity Decision

Profile DataEmail: christina@company.comMarketer Type: B2BTech Marketer? Yes

DG

Engage PropensityEngage

Christina’s profile

DM SP

Decision

Profile Data

DG

Engage Propensity Decision

Email: christina@company.comMarketer Type: B2BTech Marketer? YesName: Christina SmithTitle: Director of Marketing

Propensity

This is Christina

Started with an anonymous visitor

Used seamlessly-integrated webforms to implicitly define persona + buying stage

Used landing pages + dynamic content to present Christina valuable resources in exchange for more data

Kept her engaged with an automated email program

With their power combined

…leads to success here

Success here…

Results to Date:

1. 12.5 x increase in visit duration

2. Doubled # of pages visited

3. 30% reduction in bounce rate

4. 7% increase in conversion rate

Lessons Learned• Keep it Simple• Snackable Content• Stay in Sync with Sales

Think smart…

Think wicked smaht!

Questions?

Lauren BrubakerDemand Gen ManagerNetProspex

lbrubaker@netprospex.com@B2BLauren

Peter BergenSenior Project ManagerWhereoware

pbergen@whereoware.com

For more info on this project, check out the appendix on the

following slides…

Appendix

Home Page Rotating Banners

• If persona not yet set, buttons within banners will set the persona• If persona has been set, the slide order is dynamic based on persona. How this

works:• Each of the 5 banners is an iframe of an SPOP landing page• Each landing page contains 5 blocks of DC• Visitor’s persona determines which of the 5 blocks is chosen for each iframe.

The DC was configured such that no page is displayed twice.

Resource Page iFrame/DC Breakdown

Header: displays based on persona

Top 2 Related Content: display based on persona + stage

Main content: displays based on persona + stage

Bottom 2 Related Content: display based on persona + stage

Boilerplate + Reset buttons: display based on persona

Webform: displays based on persona + stage

“Reset” buttons

• This section is an iframe referencing an Engage landing page with three DC blocks (one for each persona). Each DC block renders buttons for the 2 personas not chosen (ex: if visitor has chosen the Sales persona, the buttons will display Data Management and Demand Gen)

• Each button is actually a webform submit button; when clicked, the button will update the visitor’s persona, reset their lifecycle stage, and refresh the page such that the visitor instantly sees content related to their new persona of choice.

Progressive forms

• Each form is a unique progressive webform that simply removes any fields for which NetProspex has already gathered data.• For example – if “are you a technology marketer” is already known for the

visitor, the field disappears from the form, reducing friction• Each form contains ‘lifecycle’ stage as a hidden field; when the form is submitted,

the field has a new value inserted that pushes the visitor to the next lifecycle stage.

Programs

• Each program corresponds with a specific persona• Each program contains the following:

• One track for each piece of content in the content flow• Two emails within each track (initial send and resend)• A modify profile action in each track that updates ‘lifecycle stage’ when a visitor has seen a page, then gone

a week without taking action• Global track routes that route contacts to the appropriate track based on their buying lifecycle stage• End tracks that kick contacts out when they ‘reset’ their persona or finish the content flow