Chances are, you’re under the gun to convert more leads from your website. To increase conversion, your site needs high-quality content, user-friendly navigation paths, and calls to action that appeal to your target customers. But how do you go about this? And wouldn’t it be great to see some real-world examples from B2B companies that are doing it successfully? Kellie de Leon, VP of marketing and strategy at B2B agency The Mx Group, works with marketers every day to help them create and execute customer-centric strategies and content that increase web engagement and conversion. In this webinar, she'll discuss how to make your website more customer-centric.

1. Customer-Centric Websites: Successful
Strategies to Engage B2B Buyers
Kellie de Leon Hannah Flynn
With: Moderated by:
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3. About Kellie de Leon
Kellie joined The Mx Group in 2013. She brings over 15 years of client- and agency-side experience working in
marketing across a variety of industries, including industrial products, healthcare, software, non-profit and professional
services. Kellie leads the strategy and internal marketing functions for the agency, managing demand generation and
sales enablement to propel the company’s continued growth. She enjoys facilitating workshops, think tanks and group
discussions with other marketing pros. In her (limited) free time, she enjoys traveling with her family — everywhere
from Iceland to the Philippines. Kellie holds a B.A. in communications and theatre from Marquette University in
Milwaukee, Wisconsin.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites such as
Product Management Today, B2B Marketing Zone, Supply Chain Brief.

4. May 16, 2019
Customer-Centric Websites:
Successful Strategies to Engage B2B Buyers

5. Today’s Webinar ▪ What does it mean to be
customer-centric?
▪ Website Examples
• Customer-Focused
• Persona-Based
• Personalized
▪ Wrap up, Q&A

6. What does it mean to be
customer-centric?

9. Full Lifecycle

10. Personalized

11. Orchestrated but not controlled

12. Three signs you’re
doing it wrong…

13. 1. You don’t know your competition

14. 2. You’re too focused on yourself

15. 3. Your messages and tactics don’t fit your customers

18. Desire Paths

19. Websites
Develop a tailored website experience for
better conversions

20. Millennials
involved in B2Bpurchasedecisions
Source: Merit B2B Report Millennials

21. Millennials
soledecision-makers
Source: Merit B2B Report Millennials

22. ThoughI’mnottechnicallythesoledecision-maker,I
have alot ofinfluenceonwhat we buy. Ibasicallydo
theresearchtomaketheshortlist andmysupervisor
almostalways approvesmyrecommendation– as
longasIhave thefactsto supportit.”
—Kendell
“
Source: Merit B2B Report Millennials

23. Millennials are digital by default
indicate that digital channels are the most important
for researching new products and services
Source: Merit B2B Report Millennials

24. Customer-Centric websites must be:
SMOOTH & FAST VALUABLE CONVERSATIONAL

25. Smooth & Fast
▪ Frictionless
▪ Easily find what they want
▪ Intuitive UI
• Consistent
• Navigation
• Lexicon
▪ CTAs do what they say
▪ Remove gates?

26. Valuable
▪ Answer questions and needs
▪ Across full lifecycle
▪ Content that replicates their
experience (industry, application,
etc.)
▪ Help them understand the nitty gritty
• Selectors, distributors, pricing, etc.
▪ Can they try or buy right now?
• How can digital transformation create a
new experience that sets your company
apart?

27. Conversational
▪ Stop thinking of your website as a
broadcast channel
▪ Begin by thinking about sales
conversations you need to replace
▪ But don’t stop there…
▪ How can your website deliver “sales at
scale” by sharing content and
experiences that not only replicate sales
conversations, but actually lead to
people wanting to have real
conversations?

28. CASE STUDIES:
Customer-Centric
Websites

29. Customer-Centric Personalization Spectrum
Generic
Customer-
Focused
Persona-
Based
Personalized

30. POLL

31. Customer-Focused

38. Persona-Based

41. Personalized

45. ▪ Location
▪ Industry
▪ Persona
▪ Account
▪ Behaviors
• Visits, pages visited, search terms
Personalization Use Cases

46. ▪ Content Management Systems (CMS)
• Episerver, Sitecore, etc.
▪ e-Commerce
• RichRelevance, Certona, etc.
▪ Personalization SaaS
• Optimizely, Evergage, etc.
▪ MarketingAutomation
• Marketo, HubSpot, etc.
Real-Time Personalization Providers

49. ▪ A customer-centric approach puts customers at the center of
everything you do – It’s the next step in the evolution of sales
and marketing!
▪ Millennials are in control of research – ensure your website
experience meets or exceeds their expectations
▪ Your site needs to be smooth / fast, valuable and
Conversational – taking the place of a sales interaction
▪ 3 approaches for your site – customer-focused, persona-based,
personalized. Crawl, walk, run!
▪ Test, listen and learn
Key Takeaways

50. TheMxGroup.com/CustomerWorkbook

51. 51
Q&A
Vice President of Marketing & Strategy,
The Mx Group
Linkedin page: in/kelliedeleon
Twitter ID: @Kellie_deLeon
Website: TheMxGroup.com
Site Editor, B2B Marketing Zone
Linkedin page: in/hannahmichaelflynn/
Twitter ID: @B2bMarketingZ
Website: b2bmarketingzone.com
Kellie de Leon
With:
Hannah Flynn
Moderated by:
www.b2bmarketingzone.com/webinar-series/trends-in-b2b-
marketing