#FlipMyFunnel Atlanta Why Web Personalization is the Key to Effective ABM
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#FlipMyFunnel AtlantaWhy Web Personalization is the Key to Effective ABM
#FlipMyFunnel #ABM@Evergage
Andy ZimmermanCMO
Evergage
Ben AlvordWeb Marketing Manager
Mendix
Only Evergage’s real-time personalization platform delivers The Power of 1, enabling digital marketers to transform the dream of 1:1 customer engagement into reality.
About Evergage
Welcome
About MendixMendix drives digital transformation by empowering customers to bring new digital products to market and developing applications at the speed of ideas.
#FlipMyFunnel #ABM@Evergage
ABM Background Mendix Case Study Evergage Examples Challenges & Solutions Q & A
Agenda
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Background
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Key tactics– List Dev’t– Email– Direct Mail– Events– Social
ABM Background
– Online Ads– Website Personalization
Account-based marketing (ABM) is the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. It also includes support for the post-sale customer lifecycle using marketing’s toolkit to contribute to the overall customer experience.
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What’s the most important tactic?
Key audiences– Companies from target industries– Named prospects– Install bases (e.g. competitive,
complementary)– Customer accounts– Competitors
ABM Background (cont’d)
Key data– Industry/sub-industry– Account name– Geography– Source– Behavior
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Case Study / Examples
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Fastest & easiest Rapid Application Development platform for delivering web and mobile applications at scale
Enterprise-class application platform
Cross-industry solution (but target specific ones)
1.5 years using Evergage, integrated with Salesforce
Mendix – A Quick Overview
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Home Page Examples
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Additional Examples Across Site
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Driving Event Signups
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10% increase in overall leads generated
6% reduction in homepage bounce rate
12% increase in traffic to industry pages
20% of all event signups driven through personalization
Results
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Auto-filter lists on select pages based on industry segment– Resources and Customers pages
Modify content on key pages based on industry segment – Central overview page – E.g. Insert relevant customer story
“Our customer Bank took advantage of our security features in building their account origination system.”
Future Plans
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Industry Targeting on Evergage.com
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Prospect-Specific Targeting on Evergage.com
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Install Base Targeting
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VIP Customers– Promote relevant help resources– Geo-based user group meetings / events– Connect with your account executive– Inform visitors that they are customers
Trial Customers– Expiration info, account rep, tips/tricks– Pass activity data to sales team
Customer-Specific Targeting
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Challenges & Solutions
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Remember *69?
Reverse IP Lookup
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Coverage Challenge
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Detection Challenge
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IP Look-up– Company– Industry/sub-industry– Geo-location
Previously Identified– Form fields– Logged in
Campaign Source Identification– Email– Ads– UTM codes
Behavioral Targeting– Favorites/preferred category
Data-Driven ABM
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Industry Detection
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Expanding the Segment
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Expanding the Segment Further
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Account-Specific Targeting
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Salesforce Integration
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Target Account Activity Alerts
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Target Account Analytics
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Thank You and Q&A
Learn more
evergage.com
Get a Demo of Evergage
evergage.com/demo
Free Personalization Resources
evergage.com/resources
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#FlipMyFunnel #ABM@Evergage
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