ABM in Practice: How to Personalize your Homepage Stephanie RobothamHEAD OF CORPORATE MARKETING, OPTIMIZELY

Steve EbinHEAD OF OPTIMIZATION, OPTIMIZELY

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Housekeeping Details

Stephanie RobothamHead of Corporate Marketing, Optimizely

• Responsible for global pipeline generation

• Driving our ABM strategy and adoption

• Owner of Optimizely’s website and marketing technology stack

• Executive sponsor of the homepage project

• Previously, spent 10 years at Salesforce and Heroku in demand generation and digital marketing roles

Meet Our Speakers

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Steve EbinHead of Optimization, Optimizely

● Responsible for testing, conversion rate optimization, and personalization

● Owner of ‘Optimizely on Optimizely’

● Owner of the homepage project

● Also manages Optimizely’s paid marketing strategy

Meet Our Speakers

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What You’ll Learn

• A high-level overview of ABM

• How personalization works within an ABM strategy

• Whether or not personalization works

• What comes next after the homepage for ABM

Why ABM?The value of Account-

Based Marketing: Why do it?

“Account-Based Marketing is used by B2B marketers to

identify and target the accounts they value most,

opening strategic sales opportunities and supporting

them through the buyer’s journey.

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Why ABM now?

• Focus on quality - Response to ‘inbound mania’• Automation - Ability to deliver marketing programs, content,

and messaging at scale through technology• Data - Do more with the treasure trove of data you’re already

collecting• Customer expectations - Digital experiences are becoming

more targeted in every context

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“B2C experiences have us trained to expect

personalized content, recommendations--soon, searching for content on B2B websites will be a

very disappointing experience.

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Why Web Personalization for ABM?

• Personalization expectation - When they’re not your prospects, they’re consumers

• Data becomes actionable - you have the data - now put it to work

• Targeted messaging and experiences - Website goes from a one-many asset to an action layer for your data and programs

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“Personalizing your website is where your customer

data comes to life. You’ve been collecting it - for

years! But have only been able to use it in limited

use cases.

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Early days of ABM at OptimizelyWe’ll share:

• Our homepage experiment• The first ABM test we ran that

generated $1M in sales pipeline (hint: it’s not the homepage)

• Other pages that have been personalized since the homepage

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Why ABM for Optimizely?

• Lead volume problem = bad conversations for Sales

• Need leads to be better educated, higher quality

• No natural next step if you’re not a user of the product

• Treasure trove of data that was being underutilized

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Homepage Personalizati

onSteve EbinHead of Optimization

Our goals for the homepage

• ‘Show, don’t tell’• Showcase our own technology• Support ABM strategy• Do something easy to

understand

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This is our current homepage. I’d like to spend a few minutes walking through it with you.

The background image and headline changes based on demographic criteria.

The background image and headline changes based on demographic criteria.

The background image and headline changes based on demographic criteria.

The background image and headline changes based on demographic criteria.

The background image and headline changes based on demographic criteria.

When we can’t identify the visitor, they see a time of day message

When we can’t identify the visitor, they see a time of day message

The modules below the hero are personalized based on both demographic and behavioral attributes for each visitor.

Module 1 changes based on behavioral criteria

Module 2 changes based on demographic criteria

Module 3 changes based on demographic criteria

Module 3 changes based on demographic criteria

Customer logos change based on demographic criteria

● Travel prospects see travel logos, retail prospects sees retail logos, etc.

● Everyone else sees our default logos.

Customer logos change based on demographic criteria

● Travel prospects see travel logos, retail prospects sees retail logos, etc.

● Everyone else sees our default logos.

ResultsWhat happened after we

personalized the homepage?

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Qualitative Impact

@caraharshman #CTAConf

B

A+1.5% improvement engagement

+113% improvement views of Solutions page

+117% improvementclicks on secondary CTA

Quantitative Impact

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ProcessHOW WE GOT TO THIS POINT, AND HOW YOU

CAN TOO

What makes this difficult?

• Navigating stakeholders • Unchartered territory• Many audiences creates

complexity• Need high confidence in data

being used for personalization• Goals and results are fuzzier

than in an A/B test

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Step 1. Goals What do you want to achieve?

Step 2. Accounts For whom do you want to achieve this?

Step 3. Design What design will help you achieve that goal with that audience?

Steps to Redesign & Personalize your Homepage

Step 4. Personalize Show the right experience to the right visitor.

Establishing Goals

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STEP 1

Establishing Goals - A reminder of what Optimizely’s goals were

• ‘Show, don’t tell’• Showcase our own

technology• Support ABM strategy• Do something easy to

understand

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Establishing Goals - Figuring it out for Yourself

• Conversion vs. education?• Demonstrate vs. explain?• Explicit vs. implicit

personalization?

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Accounts

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STEP 2

Accounts - for Optimizely

• Cascading approach for different tiers:• Top: account list - 1-to-1 personalization• Middle: industries - 1-to-few

personalization• Bottom: everyone else: 1-to-many

personalization• Other considerations:

• Customer and non-customer audiences• Behavioral audiences• Geographic audiences

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• Do you have an account list?• What are your business goals for

that list?• What is feasible/achievable in your

timeframe?• What other attributes could be

used to segment accounts into audiences?

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Accounts - for Yourself

Design

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STEP 3

Design - for Optimizely

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• Modular design• Hero that can be personalized• Room for personalization modules• Customer validation• Promoted content

Design - for Yourself

• Is my design ‘personalize-able’ today?

• Can I iterate upon the design?• Am I making the best use of

above-the-fold space?• Can I target messages and

content throughout the page?

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Personalize: Create Campaigns

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STEP 4

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Drag picture to placeholder or click icon to add

WANT TO SEE CAMPAIGN CREATION IN ACTION?LET US KNOW!

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What’s Next?ABM in practice

after the homepage

ABM in Practice - Watch Campaign

• Campaign for target list of executives to set up in-person meetings

• For setting up a meeting, AEs gift prospect an Apple Watch

• Tested as an email-only campaign in Q1

• $1M in pipeline opportunities so far

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ABM in Practice - Watch Campaign

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Customers Page

• Visitors see logos from their industry by default

• Customer quote also changes by industry

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Demo Request Page

• Visitors see their website when they land on the page – putting them in center of focus for the experience

• Customer logos personalized to match their industry

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Blog Content Recommendations

• Content recommendations by topic interest (industry, product, etc.)

• Content recommendations based on reading behavior

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OPTICON 2016San Francisco – 9/15

New York – 9/21

SAVE THE DATE