Why a Data-Driven Website is Key to B2B Marketing Success

BUILDING A

DATA-DRIVEN

WEBSITE

Jim Hopkins

Senior Manager, Product Marketing

Demandbase

@jimbohops

https://www.linkedin.com/in/jimbohops

Leah Allen

Web Director

Demandbase

@Demandbase

#b2bmarketing

Confidential | © Demandbase 2014 All rights reserved.

5 Steps to building a data-driven website

Define Business Goals

Unlock your Valuable Data Sources (ABM)

Simplify Analysis: Attract, Engage, Convert

Take Action Measure Success, Optimize, Iterate


What are your website goals/priorities?

• Generate leads/conversions

• Education of prospects

• Partnering/Investing

• Reduce support costs

• Branding/Awareness

• Ecommerce

• Hiring/attracting candidates

What else…?


Where are you?


There’s a lot of data


Don’t just drive in the quantitative lane

• Key Insights from Google Analytics

• Industry Research

• Competitive Research

• Stakeholder Interviews

• Sales Calls

• Customer Interviews

• Customer Survey through NPS

• Job Candidate Survey

• Best Practices for UI / Heuristic Review

• Critical Review of the Website Today

• SEO Audit


We have solutions for

all kinds of business,

BIZGROUP

learn more »

PR

The website has many marketing functions

Content

Mktg.

Lead

Gen. Social

Media

Ads

CRM


The data you really need


Account-based is best for B2B

It Supports The Sales Reality

It Helps Focus On The

Best Growth Opportunities

It Delivers Optimal,

Customer-Centric

Experiences


Attract, Engage, Convert

Website

Goals Content

Visitor

Segments ENGAGE CONVERT

ATTRACT

$


Attract

• Who is coming to the site?

• How are they getting there?

• Focus on key segments:

• Visitor Composition

• Traffic Sources

• Campaign Attribution


Attract - Visitor Comp. by Industry

4%

4%

2%

2%

1%

1%

1%

1%

1% Consumer Services

Business Services

Financial

Insurance

Healthcare

Entertainment

Law Firms

Manufacturing

Retail

Non-Company

83%

Company

17%

% OF TOTAL UNIQUE VISITORS


Attract - Traffic Source by Channel

0

50,000

100,000

150,000

200,000

250,000

300,000

Organic Direct Paid Referral Social Other

Non-Company

Company

WE

BS

ITE

VIS

ITS


Engage

• What are key segments doing?

• Are they getting to content created for them?

• Time-on-site (key segments)

• Pageviews/visit/visitor (key segments)

• Simplify using Content Groups/Sections

• Higher engagement = higher conversions?

• Engagement as a buying signal

• Test copy & design/experience


Engage - Time on Site by Industry

10% 7% 4%

7% 4%

14%

3%

34%

19%

38% 32%

21%

32%

22%

56%

74%

57% 61%

75%

55%

75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BusinessServices

Energy Financial Healthcare Insurance Law Firms LifeSciences

Content A

Content B

Content C


Convert

• What is a conversion?

• Are key segments completing goals?

• Goals by audience/segment

• Goal start vs. goal complete

• Design, A/B Testing, Optimization


Convert - Conversion Rate by Size

0%

10%

20%

30%

40%

50%

60%

100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+

EMPLOYEES


Measure and connect the journey

We have solutions for

all kinds of business,

BIZGROUP

learn more »

PR Content

Mktg.

Lead

Gen.

Social

Media Ads CRM

ANALYTICS W/ ACCOUNT-BASED IDENTITY


5 Steps to building a data-driven website

Define Business Goals

Unlock your Valuable Data Sources (ABM)

Simplify Analysis: Attract, Engage, Convert

Take Action Measure Success, Optimize, Iterate

Jim Hopkins

Senior Manager, Product Marketing

Demandbase

@jimbohops

https://www.linkedin.com/in/jimbohops

Leah Allen

Web Director

Demandbase @Demandbase

#b2bmarketing

Q&A

B2B Data -Dr iven Marketer Forum

http://www.linkedin.com/groups/B2B-DataDriven-Marketer-Forum-663805

Discuss best practices and

emerging trends in analytics.

Ask tough questions, get

actionable answers, and learn

how to use analytics to improve

and shape your organization's

marketing strategy.