"With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with TARGET businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools and content systems are now adapting to this new B2B buyer, as companies are learning how to engage and connect content to target audiences in order to nurture and accelerate leads to sales. Hear how Adobe has embarked on a journey to connect data from analytics, testing tools and visitor identification technologies to understand their targets, personalize their web experiences and better serve content to the accounts that are not only most likely to convert, but also most likely to buy.
Top tactics for identifying, engaging and converting visitors from your most important web segments Identify the top conversion metrics to pay attention to and optimize against Learn how to engage visitors—and keep them engaged—utilizing personalization technology"
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Content Targeting and Personalization: Improving Engagement at the Account Level Jeff Fuhriman | Manager Digital Marketing Optimization Sunny Beck | Manager, Conversion Optimization
Welcome and Overview 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Q & A 5
§ Learn to leverage all available data to create and categorize content for the highest value segments and profiles.
§ Identify third-party data/tools that can provide account level data and supplement or replace expensive qualitative data. Doing so will help you create content more efficiently and make it more effective for current and prospective customers.
§ Let your research findings drive your content marketing and your product development/management efforts.
Executive summary and core message 1 Catapult Yourself Up the Digital Marketing Sophistication Curve 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Takeaways and Q & A’s 5
3 Steps to move from “anonymous” to targeted content
Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Predict, Allocate, and Measure Key Performance, not just the Indicators 3 Transactional B2B examples and results 4 Takeaways and Q & A’s 5
Adobe Target & Demandbase Targeted Campaign to E-Retailers *Demandbase plugin and Adobe Target campaign set up to serve targeted content based on reverse IP lookup
Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Optimize the Marketing & Media Mix 4 Takeaways and Q & A’s 5 Transactional B2B examples and results
Executive summary and core message 1 3 Steps to move from “anonymous” to targeted content 2 Complex sales cycle examples and results 3 Transactional B2B examples and results 4 Q & A 5 Takeaways and Q & A’s
§ Learn to leverage all available data to create and categorize content for the highest value segments and profiles.
§ Identify third-party data/tools that can provide account level data and supplement or replace expensive qualitative data. Doing so will help you create content more efficiently and make it more effective for current and prospective customers.
§ Let your research findings drive your content marketing and your product development/management efforts.