Driving Success with Personalization. for B2B Tech Marketers

Transcription

1 Driving Success with Personalization for B2B Tech Marketers

2 Driving Success with Personalization for B2B Tech Marketers In a business-to-business environment, the individual decision makers you are targeting are consumers too. Done well, many of the tactics that make consumer marketing successful can provide a competitive advantage in B2B, especially for technology and software-as-a-service (SaaS) companies where lead generation and customer retention are critical. In this ebook, Evergage identifies some of the top business challenges B2B tech companies are facing and explains how real-time personalization can transform those challenges into business advantages. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 2

3 DEMAND GENERATION & ACCOUNT-BASED MARKETING Make the homepage relevant You spend a lot of time and money driving traffic to your site. The last thing you want to do is lose those visitors before they get the chance to evaluate whether your solution meets their needs. To capture their attention and lower your bounce rate, you need to ensure that your homepage or any page a visitor lands on is immediately relevant to that person. You can do this by leveraging explicit, identifiable data about each visitor to personalize the page based on location, referring site, campaign source, industry or even specific company. Driving Innovation in the Insurance Industry INSURANCE SOLUTIONS Driving Innovation in the Insurance Industry Best Practices for Insurers 1. When visitor lands on homepage, his industry is recognized, and hero image, copy and CTA are personalized. DOWNLOAD EBOOK EXPLORE SOLUTIONS 2. When he navigates to the solutions tab, he is offered an ebook relevant to that industry. CASE STUDY As a key part of its account-based marketing (ABM) efforts, Mendix, a leader in the emerging application Platform-as-a-Service (apaas) market, presents relevant content and calls-to-action (CTAs) to target accounts and prospects on its website. Visitors are instantly recognized and shown personalized content based on their respective industries. For example, someone in the insurance industry sees a different asset or CTA than someone in the manufacturing industry. After implementation, Mendix saw a 10% lift in content downloads, and saw its homepage bounce rate drop by 6%. Read the full story: bit.ly/evergage_mendix DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 3

4 Optimize your landing pages and carry the conversation forward When you run an , social or paid search campaign, you often create landing pages that relate specifically to the content or offer you are promoting. This ensures that the visitor lands on a page that is relevant and engaging. With multiple campaigns running with different offers, it can quickly become unwieldy to manage the volume of landing pages. Real-time personalization can be used to dynamically insert messages or adjust headlines, images and copy on your landing pages based on the campaign source, ensuring they re relevant and engaging to each visitor. And be sure to use A/B testing to optimize the pages for different segments. You ll improve your conversion rates, and avoid landing page proliferation and the associated maintenance headaches. But what happens when the visitor leaves that page? Her experience throughout your site in the current visit or any future visit should continue the conversation that the campaign and landing page began. You ll also want to be able to measure conversions by source for effective attribution analysis. LEARN MORE 1. Viewer clicks on paid advertisement. 2. Then he views one or more product pages. Still interested in our hosting plans? LEARN MORE 3. Homepage reflects visitor s interest in the product he spent the most time researching. EXAMPLE A visitor clicks on one of your PPC campaigns and is taken to a landing page about one of your products. The landing page incorporates a message acknowledging the visitor s source. She then spends time reviewing the product details. When she navigates to your homepage, she sees a video about the product she was researching in the hero area. After watching the video and returning to the site later, the hero features additional information about the product and a CTA asking if she d like to book a demo to learn more about it. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 4

5 Improve engagement throughout site The B2B buyer s journey is complex. In many cases, a prospect will conduct extensive research online before engaging with a salesperson. It is up to you to ensure that prospects are guided along that journey, providing appropriate content to pique their interest enough to speak to a salesperson. You probably have a variety of content already produced that s oriented to different buyer personas and different stages of the journey. But how confident are you that it is being seen by the right prospects at the right time? Are you just hoping they are able to find it themselves on your site? COMPANY BLOG CREATE BETTER CUSTOMER EXPERIENCES IN E-COMMERCE NEXT POST FOR YOU: 3 TIPS TO DIFFERENTIATE IN E-COMMERCE LEARN MORE 1. Visitor reading a blog article is recommended another article in the same category. Want to Learn More About Our Solutions for E-Commerce? E-COMMERCE EBOOK DOWNLOAD EBOOK 2. When she visits the homepage, she is offered an ebook for that same category. EXAMPLE A visitor lands on a blog article specific to a use case of one of your products. Before she leaves the article, another article relevant to that use case is suggested to her. When she navigates to your homepage, the hero section contains a CTA encouraging her to download a relevant ebook that she hasn t yet downloaded in the past to learn more about that use case. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 5

6 Turn engagement into leads and customers Improving engagement on your site is critical, but you won t see any results if you can t convert that engagement into action. One of your primary goals is to drive conversions in the many ways that conversion is defined by B2B marketers: capturing leads from your blog, securing downloads of ebooks, driving webinar registrations and demo sign-ups, facilitating purchases from free trials, etc. Timing and relevance are critical here. Using personalization to present offers or suggest downloads only after the visitor has completed certain actions or spent a specific amount of time on particular pages on your site will ensure that your CTAs are timed appropriately with relevant content. The same concept applies to free trials. Your top priority is to ensure that free trial users have good experiences to encourage them to purchase. Messages, videos, help content, etc. within the free trial experience that are tailored to the persona of the individual help to ensure the person understands the value of the solution during the trial and the benefits of purchasing. TIME LEFT IN FREE TRIAL: 22 HOURS Get Started Here X Customer is provided with real-time messages in-app to guide him through his free trial. CASE STUDY Mindflash, a leading online platform for employee and customer training, creates relevant messages for its audiences, based on where they are in the customer lifecycle. To convert visitors on its marketing site, Mindflash offers relevant content and CTAs based on referring source. Meanwhile, free trial users are delivered real-time messaging in-app, guiding them through the onboarding process and encouraging them to try out important features. As a result, Mindflash saw a 30% increase in leads collected from organic search and a 15% increase in free trial users trying out sample courses (a critical action within the product). DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 6

7 Personalize campaigns in real time marketing is an incredibly effective tool for lead nurturing in B2B marketing. You have a lot of powerful content that you want to get in the hands of your leads, but you risk decreasing open rates or worse, increasing unsubscribe rates if you send them something that they don t find relevant. Use personalization to deliver up-to-the-second personalized content and recommendations to campaigns each time they are opened, not just the one time when they are sent. How to Grow Customer Loyalty The Ultimate Guide to Growing Loyalty with Your Customers How to Grow Customer Loyalty EBOOK DOWNLOADED Show All x 1. Prospect receives suggesting an ebook. LOYALTY WEBINAR WATCH NOW 2. When he opens the same later after downloading the ebook the now suggests a webinar on the same topic. EXAMPLE A visitor gives his address to you after visiting your site. You know he has not yet downloaded your high-level ebook, so your first to him encourages him to do so. But before he opens the , he visits your site again and downloads the ebook. When he opens the later, the CTA is updated automatically to recommend that he sign-up for a relevant webinar instead. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 7

8 CUSTOMER SUCCESS Promote product adoption and retention Once a prospect becomes a customer, retention becomes your top goal. If users fail to adopt a new platform, it quickly falls by the wayside or is replaced by other priorities. It s important that administrators and potential power users understand the value early, so that they are driven to motivate their teams to make the most of your solution. After all, the longer adoption rates remain low, the less likely a client is to renew. With real-time personalization, you can serve real-time user help such as time-saving tips or benefits associated with their professional goals. Or you can make in-session offers for online training or guided support when a user appears to be struggling in a particular area. Getting started with our product in the Healthcare industry COMPLETE YOUR PROFILE! X 1. When the user logs in for the first time he sees an introductory video specific to his industry. 2. After he views the video, he sees a message encouraging him to finish filling out his profile. EXAMPLE The first time a user logs into your product, he sees an introductory video that highlights the most important steps to take as he gets started. After he views the video, it is replaced by a message suggesting that he finish filling out his profile and offers a link to help him get started. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 8

9 Drive upsell and cross-sell opportunities Upsells and cross-sells are an important revenue source for many businesses. Loyal customers that already understand the value of your services are a great market for selling additional features and products. But since these users are already your customers, you want to ensure that your appeals to purchase more are not seen as annoying or disruptive. By tracking the engagement levels and behaviors, you can identify the best opportunities for upsells and cross-sells and present relevant offers based on what features users have interacted with in your product. And you can deliver upsell and cross-sell messages at the optimal moment to encourage conversions. 50% OFF x Upgrade your plan today! UPGRADE NOW Customer sees relevant upsell message timed appropriately based on her level of engagement with key features. CASE STUDY Endurance International Group, provider of cloud-based platform solutions designed to help small and medium-sized business owners succeed online, achieved a 71% increase in conversion rate from targeted upselling vs. a control. By segmenting users of its web hosting services, Endurance is able to use in-app messaging to offer a premium website creation tool to specific audiences at the best time. Read the full story: bit.ly/evergage_eig DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 9

10 Reduce customer support time and costs Keeping response time for support tickets low is something your customer success team continuously strives for, but even the fastest response by your support staff won t be in real time. In-app messaging allows you to reduce friction in product usage and decrease contacts to the support team through self service. Take a look at specific actions or page views that trigger large shares of support inquiries. Improve efficiency and customer service by automatically serving up messages with links to helpful content and tips that address these challenges. Do you need help with this feature? X CHECK OUT FAQs HERE > User is directed to appropriate FAQ when she spends too much time on a particular action. EXAMPLE A customer is using your product but spends 5 minutes taking an action that typically takes around 2 minutes. She sees a message asking if she is stuck, and directing her to the appropriate page in your help content. Later, she begins a task that requires her to fill out a form. She enters information that has led to many help tickets in the past. To help explain a potentially confusing situation to her, she is served a message that advises her on how to accomplish this task and directs her to the help content that can explain in more detail. Capture customer feedback and analyze user behavior Equally critical to client retention in business-to-business is customer communication, including the ability to collect feedback and use the information to make improvements to your product or online application. Companies use a variety of methods to maintain a feedback loop with their customers: user groups, customer advisory councils, interactive forums, and knowledge bases. But these methods lack immediacy. Real-time personalization opens the opportunities to communicate with customers in-session and capture their feedback when they are engaged and using your product or platform. Analytics enable you to monitor real-time user behavior for a better understanding of how users are interacting with your product or service. And the opportunity to engage in real time with surveys and conversations will provide more direct and honest input. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 10

11 How likely are you to recommend our product to a friend or colleague? SUBMIT Customer is provided with quick NPS survey within the application based on usage patterns. CASE STUDY Apperian, the leading enterprise-class mobile application management (MAM ) and security platform, leverages in-app surveys as part of its mechanism to understand how customers use the Apperian platform and continually improve the experience for them. After A/B testing multiple versions of an NPS survey and identifying that option B received almost two times the response rate of option A, the survey remains the primary way of collecting results over other communications channels. The team uses the results to close the loop with all respondents who provide feedback by immediately following up on their comments and suggestions. Read the full story: bit.ly/evergage_apperian It s Time for B2B to Be Real-Time It s time to create the best digital experience for your visitors and customers. Evergage understands what s most effective in boosting conversion rates, increasing engagement, improving adoption and customer retention, and enhancing customer communication. The proof is in how consistently we deliver these results for our clients like Apperian, Intuit, Mindflash, Mendix, Buildium, Endurance International Group, Autodesk, Nuxeo, and over 120 other leading organizations. DRIVING SUCCESS WITH PERSONALIZATION FOR B2B TECH MARKETERS 11

12 Real-Time Personalization Evergage s cloud-based platform empowers digital marketers to increase engagement and conversions of their visitors and users through real-time 1:1 personalization based on deep behavioral analytics and customer data. Contact Evergage at to speak to an expert about your needs today!