B2B Advertising, Personalization, and Landing Page Best Practices

CREATIVE & LANDING PAGE BEST
PRACTICES FOR B2B
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

© 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Agenda
§  Why B2B Marketing is different than B2C
§  What should B2B Marketers focus on
§  Defining campaign strategy
§  Best Practices
§  A/B Testing
§  UTM Parameters
§  Getting Started

3
B2B Landscape

4
Where are B2B marketers spending?
DIGITAL
$35B
PRINT, EVENTS,
TV, OUTDOOR
$82B
WEBSITE - 26%
DISPLAY - 25%
SEARCH - 14%
EMAIL - 10%
WEBINARS - 8%
SOCIAL - 7%
MKTG AUTO. - 5%
MOBILE - 3%
VIRTUAL SHOWS - 3%
11%
GROWTH
IN 2015
Source: Averaged from reports by Forrester, Gartner & Outsell (2014)

5
There are lots of places to spend it…

6
85%
of website visitors
are not potential
customers
80%
of web visitors
abandon a site
In < 5 seconds
97%
of website visitors
will ignore
call to action
Basic methods aren’t driving results

7
§  Who do I care about?
§  What content do I want them to engage with?
§  What is my desired result?
§  How do I measure?
What should B2B focus on?

8
Your website is a critical marketing tool
channel in making the
purchase decision.
70% of buyers
have indicated that the
VENDOR’S WEBSITE
MOST INFLUENTIAL
was the
Source: DemandGen Report

9
Who: Identifying traffic and traffic patterns
§  Know what companies are coming to your website
§  Learn what content and which pages are getting
results – and not engaging with
§  Are form fills not worthy of SQL or MQLs?
§  Make changes
§  Measure impact of changes
§  Repeat

10
What: Streamline Content
Better quality,
costs less
Quality over
quantity
Invest more in the
right content,
reduce overall
Less code, less
infrastructure
Reduce technical
overhead – effort
and cost
Shift staff from
maintenance to
innovation
Less customer
confusion
Fewer pages
Simpler information
architecture

11
Results
§  Better Engagement with Prospects
à Faster conversions
à More net-new revenue
§  Happy Customers
à Better renewal rates
à More upsell

12
Advertising and Landing Page
Best Practices

13
ü  Attracting the right companies to your website -
Speaking to them directly through personalization
ü  Engaging them with personalized content that
prompts action and further consideration
ü  Measuring and iterating through a/b testing to
maximize conversions
What should B2B Focus on?

14
Overall Advertising Campaign Strategy
Strategy
What are the campaign objectives for each segment?
How will we attract and engage target accounts both
on the web and onsite?
2
Identify your Most Valuable Companies
Target
Account List1
What creative messaging to present to each segment
throughout the buyer’s journey?
Personalization3
KPIs for advertising and website are different.Results4

15
Creative Best Practices
§  The more you try to say, the less people will hear.
Tell your story in one to three frames.
§  High quality imagery
§  Have all ad frames fully communicate the takeaway
§  Utilize the dynamic personalized nature of the creative to your advantage
§  Have a clear call-to-action. (e.g. “Learn More”, “Read our
recommendations”, etc.) Avoid using CTAs such as “Download Now” or
“Click Here” - CTAs that suggest immediate action directly
§  A/B Test

16
Personalized Creative
*For demonstration purposes only. Not a case study.
GENERAL COMPANY-TARGETED
Customer
Upsell Opportunity
Industry
Healthcare
Co. Size
Enterprise
Personalized creative with a clear Call To Action
results in higher CTR and higher site engagement.

17
Landing Page Best Practices for Engagement
§  Have continuity between ad creative and landing page
§  Customize the experience for each company with personalized
advertising and landing pages
§  Sending the audience to a blend of product and solutions pages
increases site engagement, but don’t have too many options
§  We recommend strategic routing based on the buyer’s journey -
Let visitors consider your product before the hand raise
§  Retarget visitors with a lower funnel related message to push for a
conversion

18
Landing Page Best Practices for Conversion
§  100% Gated pages result in high bounce rates and fewer conversions.
§  Have clear call to action and a thorough description of the offering above
the fold.
§  Included secondary and tertiary content below the fold
§  Keep action to goal ratio low
§  Shorter forms lead to high conversions – only include 4-5 fields of the
most important data to collect
§  Privacy statements with forms very important
§  Thank you page should have links out to main site and suggested
content, “You might also be interested in…”

19
Personalize call-to-action and navigation
OPTIONS:
Industry/Vertical1
2 Company Size
3 Account Watch

20
Ad to Onsite Personalization

21
High Engagement Landing Page

22
A/B Test – What do I need to know?
§  Know what you’re testing and why
§  Define success
§  Test one element or variable at the same time
§  Run the test at the beginning of a campaign
§  Run for short period of time until the sample size is
valid
§  Ensure your primary objective is still intact

23
Creative A/B Test – Keep it simple
A: PERSONALIZED
Acme Corp.,
Get your app in
the cloud
Learn more »
cloud ware
Get your app in
the cloud
Learn more »
cloud ware
B: NON-PERSONALIZED
Get your app in
the cloud
Learn more »
cloud ware
Get your app in
the cloud
Learn more »
cloud ware
A: BLUE BUTTON B: GREEN BUTTON
cloudware
Get your app in the cloud
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Nam quis urna vel lacus congue molestie id eu
est. Aenean lacinia vulputate risus ac lacinia. Duis
mollis odio erat, sed rhoncus nulla dictum eget. Nunc
sit amet turpis sodales, imperdiet mi nec, ullamcorper
sem. Aliquam lacinia lorem quis pharetra iaculis.
Nulla eget justo id elit consequat sodales.
Submit
DOWNLOAD
cloudware
Submit
DOWNLOAD

24
Get your app in
the cloud
Learn more »
cloudware
cloudware
Submit
DOWNLOAD
cloudware
Acme Corp.,
Submit
DOWNLOAD
Landing Page A/B Test
B: NON-PERSONALIZED
A: PERSONALIZED
Get your app in
the cloud
Learn more »
cloudware
cloudware
Submit
DOWNLOAD
cloudware
Submit
DOWNLOAD
A: ORANGE
A: DARK BLUE

25
Attribution through UTM
Parameters

26
Pro Tip: UTM Parameters
§  UTM stands for Urchin Tracking Module; the format used by
Google to track your unique URLs
§  Tag your campaign with UTM parameters to accurately
determine which element of your online marketing strategy
was most effective in getting your target audience to your site.
§  We *highly* recommend Google Analytics URL Builder to
create Urls for your landing pages, assigning source names to
each vendors
http://sarahnels.com?
utm_source=Dbase&utm_medium=banner&utm_campaign=upsell

27
UTM parameters Use Cases
Social Media
§  Determine whether the
links in your Twitter
posts or LinkedIn
profiles are more
effective?
Email Campaign
§  Track which email
newsletter performed
best?
§  Track which element of
that newsletter benefits
your campaign the
most: the banner in the
email, a product image,
some other CTA?
Banner Ads
§  Determine which ad
brought more UTILITY
COMPANIES to the site
§  Determine ROI based
on the number of
GOALS completions for
ELECTRIC SERVICES
COMPANIES > $1B

28
Traffic Source Dimensions
Medium – Type of traffic
§  CPC is paid traffic
§  Organic is from a search engine (specific hostnames)
§  Referral is from a non-search engine site
§  Direct has no referral information
Source – Referring site, search engine or (direct)
Medium/Source provides unique combinations for all of
your campaigns

29
Building UTM Parameters
Three dimensions are set using UTM parameters:
§  Campaign – utm_campaign
§  Medium – utm_medium
§  Source – utm_source
§  Parameters should be added to EVERY link that is
published as part of a campaign: Email, display, social,
newsletters, etc.

30
Using Google URL Builder

31
Sample Campaign
Campaign Source =
Demandbase
Campaign Medium =
Banner
Campaign Content =
size of banner, or
information about offering

32
Summary
§  B2B Marketing is different from B2C, and needs a
different approach
§  Plan, Test, Execute, Measure
§  Use UTM parameters to track your various digital
marketing activities
§  Be thoughtful when setting up B2B buyer’s journey
– think beyond the landing page!

33
THANK YOU

B2B Advertising, Personalization, and Landing Page Best Practices

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