Buyers are evolving and becoming more demanding. If you want to compete in the modern B2B world, you need to change the way you approach user experience. In a world where everything we do is defined by the results we generate, how can we effectively experiment with user experience without damaging ROI in the process? Tim Burge will take you through a structured approach for applying common practice B2C techniques to the B2B world.

1. an initiative of:
Delivering data driven user experience

2. Delivering data driven
user experiences
Tim Burge
Director, Marketing Strategy
www.linkedin.com/in/timburge
@TimBurge

4. Marketers stake their future on User
Experience
of marketing leaders view a
consistent, strong customer
experience across channels
as the centerpiece of their
competitive differentiation.
- Gartner
89%

5. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Predictive
Automated
Manual
Mass Segmented 1:1
Omni Channel
Multiple Channel
Single Channel
Digital User Experience

6. 6
Your buyers

16. “An experience in which firms consistently deliver
content, functionality, and messaging that is
tailored to individual needs and behaviors to
drive improved satisfaction, engagement, and
ROI.”
Forrester
What is an optimized user experience?

17. Confidential – Oracle Internal/Restricted/Highly Restricted 17
Where does that happen
in the B2B world?
Copyright © 2017 Oracle and/or its affiliates. All rights reserved. |
Acquisition
Targeting
Personalisation
Cross-channel
Orchestration
Lead
Management
Performance
Optimisation

18. A/B and MV Testing
Remove guesswork and let
data tell you what works
for your audience
Data
Actionable insight and
usable analytics
Personalization
Create unique and relevant
experiences based on a rich
data profile
How do you optimize user experience?

19. “An experience in which firms consistently deliver
content, functionality, and messaging that is
tailored to individual needs and behaviors to
drive improved satisfaction, engagement, and
ROI.”
Forrester
Using data to drive experience

20. Using data to drive experience
“An experience in which firms consistently deliver
content, functionality, and messaging that is
tailored to individual needs and behaviors to
drive improved satisfaction, engagement, and
ROI.”
Forrester

22. Discovery
Strategy &
Planning
Continuous
learning

23. Explore problems, customer needs and
opportunities through
• Analytics
• Labs/User feedback - Usability and Psychological
research
• Competitor analysis
• CRO Experts
Discovery

24. Start with quick wins reaching the “many” to gain
insights
• Best practice starting point: Landing pages
Move onto more complex tests and personalization
based on your business objectives
Strategy
& Planning

25. Make iterations based on learnings from previous
campaigns
Review your strategy regularly
Continuous
learning

26. Themes: What are the primary optimization themes?
Opportunities: What opportunities are there in those areas?
Hypothesis: What could positively change visitors’ behaviour?
Metrics: How will any changes in behaviour be measured?
1
2
3
4
Strategy
& Planning

27. Themes: What are the primary optimization themes?
Opportunities: What opportunities are there in those areas?
Hypothesis: What could positively change visitors’ behaviour?
Metrics: How will any changes in behaviour be measured?
1
2
3
4
Strategy
& Planning

28. Themes
Research &
Inspiration
Search &
Selection
Guidance
Confidence
Add-ons
Loyalty
Strategy
& Planning

29. Themes: What are the primary optimization themes?
Opportunities: What opportunities are there in those areas?
Hypothesis: What could positively change visitors’ behaviour?
Metrics: How will any changes in behaviour be measured?
1
2
3
4
Strategy
& Planning

30. Theme: Confidence
Opportunity: Generate more leads/quotes
Hypothesis: Using video to clearly show our product value
and expertise will increase the number of leads generated
Strategy
& Planning

31. Themes: What are the primary optimization themes?
Opportunities: What opportunities are there in those areas?
Hypothesis: What could positively change visitors’ behaviour?
Metrics: How will any changes in behaviour be measured?
1
2
3
4
Strategy
& Planning

32. Increase conversion rates (Leads, Quotes, Sign ups)
Improve engagement (Leads, Sign ups)
Renewals & Upgrades
Increase pipeline velocity
B2B objectives

33. Theme: Confidence
Opportunity: Generate more leads/quotes
Hypothesis: Using video to clearly show our product value
and expertise will increase the number of leads generated
Metrics: Number of leads and quotes generated
Strategy
& Planning

36. B2B Challenges
Low traffic
Multiple influencers in decision making
Long purchase cycles

38. CLEAR OWNERSHIP
ORGANIZATIONAL BUY-IN
AVAILABLE RESOURCE
Optimization
READY

42. an initiative of: