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Advance your ROI on PPC and email campaigns in ways you didn’t think possible. What if you could provide an adaptable, personalized experience onsite for your top-funnel prospects, even while they are still “unknown”? Well you can, and even better yet, you can use this same machine-learning platform to deliver adaptive landing pages, adjusting in real-time to advance conversions. Curious to learn how? View the presentation.
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Webinar:Personalization, Your Landing Page Breakthrough
April 2, 2013
Mike Telem VP of Business Development & Co-founder
Webinar Overview
1. Current B2B Campaigns
2. Real-time B2B Personalization
3. Relevancy and Success (Auto-Tune)
4. Personalizing and Optimizing • Landing Pages• Pay Per Click (PPC) • Email
“Only 11% of the decisions that marketers make are based on data.
50% of marketers surveyed said they mostly rely on intuition.”
Harvard Business Review – August 2012
MARKETERS AND DATA:
Current B2B Campaigns
• 98% traffic anonymous and un-addressable
• 70% of the buying process is done before contact
• Free analytics tools, but expensive analysis
• Time and resource shortage for proper data analysis
• Post-mortem insights and campaign optimization
Are your B2B Tools good enough?
Tools
• Data Analysis, A/B Testing, Segmentation, Personalization, Web Analytics
The Challenge
• Speed
• Timing
• Relevancy
• Segments Inbound prospects in real-time based on:
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
Real-time B2B Personalization
Relevancy and Success (Auto-Tune)
• Learning and optimization tool
• Automatically runs highest converting campaigns
• No more guesswork
• Most relevant content for top-funnel prospects
Personalizing & Optimizing Landing Pages
• Firmographic Relevancy
• Behavior-based
• Knowing the user's device (mobile, tablet)
• Selects the most converting Calls to Action
• Real-time decision to display content
• Intuitive, learning algorithms that maximize ROI
Landing Page Personalization Campaign
A prospect from the Governmental Industry
Header Change
Reduce Fields
CTA Change
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Landing Page Personalization Campaign
Knowing the prospect’s device from the Governmental Industry
Personalizing & Optimizing Landing Pages
Real Life Use Case
• Organization: Insightera
• Campaign: High Value Lead Gen.
• Target Audience: Advanced marketer
• Segment: Specific Google + Linkedin ads
• Campaign Auto-Tune: ABM messaging vs RTM messaging
• Channel: Insightera.com
• Results: Account Based marketing converted 4x more
Personalization & Optimization
PPC and Email Campaigns
2012 IDC tech marketing barometer study
Digital Marketing Budgets
1. SEO, PPC and Display account for 42% of budget 2. Email 2nd most important digital marketing program 3. Investment in company websites on the rise
Personalizing & Optimizing PPC Campaigns
SEO, PPC and Display Ads - 42% of marketing budgets*
How can you optimize?
• Landing page optimization
• Based on source, industry & location
• Dynamic keyword insertion / messaging on landing page
• Use Auto-Tune findings in PPC adverts
• Redirect SEO traffic to relevant landing page
*2012 IDC tech marketing barometer study
Personalizing & Optimizing Emails
16% of digital budgets spent on email marketing*
How can you optimize?
• Real-time learning and Auto-Tune on the fly
• Identified prospects - Email account based marketing
• Change the B2B to personalized B2P
*2012 IDC tech marketing barometer study
Conclusion - Personalization, Your Landing Page Breakthrough
• Advancing your ROI on Landing pages, PPC and Email
• Real-time, Auto-Tune – continuous optimization
• Personalization – relevancy and success
• Invest in onsite, attentive traffic
• Change the B2B to B2P
Questions?
insightera.com/blog
facebook.com/insightera
twitter.com/insightera
Mike Telem - [email protected]
David Myers - [email protected]
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