Tell Them What They Want to Hear

1. Tell Them What They Want to Hear: Optimizing the B2B Web Site with Account-Based Targeted Content

2. Agenda • Website Conversion Optimization • Website as your Marketing Hub • Why Landing Pages Aren’t Enough • Real World Examples with DocuSign • The ArcSight Experience • Roadmap for DocuSign • Q&A • Post questions in chat window • Tweet questions to #WCO @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 2

3. Speakers Meagen Eisenberg VP of Demand Generation, DocuSign @meisenberg Jason Stewart Director of Marketing, Demandbase @jstewart_1 @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 3

4. Top Lead Sources? Which of the following sources provides your business with the most leads? 1. Corporate Web Site 2. Email 3. Advertising (banners, pay per click, search engine marketing, etc) 4. Social Media (video, Twitter, LinkedIn, etc) 5. Personal Connections and Referrals 6. Other @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 4

7. One Size Fits All? Not a sale happens that doesn’t at some “We spend 9X more point touch my $ driving traffic to website websites than 100% of survey improving respondents reported conversions” reading company web content to evaluate a technology purchase. @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 7

9. Site Lead Generation Performance? In terms of generating leads for sales, do you feel like your business leverages its company website to it’s maximum potential? 1. Yes 2. No @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 9

12. The Goal Conversions • Typical B2C Conversion – Purchase • Web experience guides you to the purchase • Designed to show you things you WANT to purchase • Analytics tracking the purchasing funnel to figure out when you decided to purchase or leave • Typical B2B Conversion -- Registration/Lead Capture • No purchase usually required, only your contact information • Web experience does NOT guide you to conversion • Only landing pages are optimized to convert • Conversion funnel analytics usually limited to one page rather than the whole site @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 12

13. Fact: B2B Marketing is fundamentally different from B2C 1. Sales are low volume, high value – relative to B2C. – Not engaging the valuable visitors hurts revenue 2. Sales are sold over time and not in a single session. 3. You are not selling to one person. 4. Attributes of relevance are identity based. @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 13

14. B2B Conversion Optimization: Focus on the Landing Page • Shorter Forms • Less Friction • Establish Trust • Clear Offer/CTA • Deliver What They Expect • Content Above the Fold • Focus On Payoff • Test, Test, Test http://tinyurl.com/vue2011 @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 14

17. What is WCO? Web Conversion Optimization: Make interactions more effective by creating environments that attract, engage, qualify and measure targeted visitors @ meisenberg | @jstewart_1 | #WCO Confidential | © Demandbase 2012 All rights reserved. Slide 17

19. Tell Them What They Want to Hear with Account Based Content Targeting Real-world examples Meagen Eisenberg @meisenberg

20. Deliver relevant industry and company size content upon hitting our website 20 @ meisenberg | @jstewart_1 | #WCO

21. Personalization by industry with high value content improves click through and conversion rates Utilities Government Medical Finance @demandbase @funnelholic @jasondemandbase @ meisenberg | @jstewart_1 | #WCO

22. Better understand and segment visitors to improve online purchase and quality of SQLs (Opportunities)  Enhanced lead information with Demandbase Forms ID (company rev, size, industry, location):  Quality: Improves lead scoring – sales qualification speed  Efficiency: Increases sales efficiency for prioritization  Reduced the number of form questions, which increased conversions  Provision trials based on Demandbase info: 22

23. Next steps: Continue to improve conversion rates with Analytics and Content key  Analytics  Understand the breakdown of our audience and the path they take  Where do they bounce?  What is the best route per size of company or industry and insights to optimize?  Content  Load by size of company and relevant industry content  Highlight appropriate packages for size of company 23 @ meisenberg | @jstewart_1 | #WCO

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