How does a 126% increase in revenue impact sound? For marketing executives looking to improve their revenue contribution, the first place to start is increasing conversion rates at different stages of the funnel. In this upcoming webinar titled, "Rev Up Your Lead Gen Engines," we'll hear from Brian Conway, Director of Marketing Operations at CEB. CEB is the world's leading member-based advisory company, serving 16,000 senior leaders from more than 6,000 organizations across 60 countries with the insights and actionable solutions they need to respond quickly to evolving business conditions and transform operations. Brian will share insights into how the company optimized their forms to achieve a 105% increase in form conversion and 126% increase in revenue impact. Attend this webinar to learn how CEB: Improved scoring accuracy and lead treatment Engaged audiences through form personalization Freed up page real estate for additional data capture Enabled richer sales conversations and downstream segmentation This is a complimentary webinar, but seating is limited so please take a moment to register today.

1. Presented
by
Rev
Up
Your
Lead
Gen
Engines
#B2BLeadGen
Sponsored
by
How
CEB
Increased
Conversions
And
Revenue

2. Welcome
Webinar
A:endees
Type
ques>on
here

3. Follow
this
webinar
on
Twi:er
#B2BLeadGen
Demand
Gen
Report:
@DG_Report
Demandbase:
@Demandbase
Shari
Johnston:
@ShariAJohnston
CEB:
@CEB_News

4. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
pracGces
in
lead
generaGon
• NewsleKer
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
pracGces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Panelists
Brian
Conway,
Director
of
MarkeGng
OperaGons,
CEB
•
CerGfied
SFDC
and
Eloqua
Administrator
since
2007
Moderated
by:
Shari
Johnston,
Director
of
Integrated
MarkeGng,
Demandbase
•
Eloqua
user
since
2006
Andrew
Gaffney
Demand
Gen
Report

6. Rev Up Your LeadGen
Engines:
How CEB Increased Conversions and
Revenue

7. Slide 7
@shariajohnston @demandbase @CEB_News
Buyer 2.0
§ Every
Sale
Touches
the
site
– 70% of buyers have indicated that a vendor’s web site was the most influential
channel in making the purchase decision.
–
§ Web
is
the
center
of
the
customer
experience
– Who
are
we
missing?
Who
visits
and
abandons
early
before
engaging?
– Who
and
why
are
they
not
converGng?

8. Slide 8
@shariajohnston @demandbase @CEB_News
“Website
Engagement
Is
the
Single
Biggest
Predictor
of
Buying
Intent”
-­‐CI
Insights
Website Engagement

9. Slide 9
@shariajohnston @demandbase @CEB_News
A
CEB
study
of
more
than
1,400
B2B
customers
across
industries
revealed
that
57%
of
a
typical
purchase
decision
is
made
before
a
customer
even
talks
to
a
supplier.
Buyer 2.0

10. Slide 10
@shariajohnston @demandbase @CEB_News
§ Typical
B2C
Conversion
–
Purchase
• Web
experience
guides
you
to
the
purchase
• Designed
to
show
you
things
you
WANT
to
purchase
• AnalyGcs
tracking
the
purchasing
funnel
to
figure
out
when
you
decided
to
purchase
or
leave
§ Typical
B2B
Conversion
–
RegistraGon/Lead
Capture
• No
purchase
usually
required,
only
your
contact
informaGon
• Web
experience
does
NOT
guide
you
to
conversion
• Only
landing
pages
are
opGmized
to
convert
• Conversion
funnel
analyGcs
usually
limited
to
one
page
rather
than
the
whole
site
The Goal Conversions

11. Slide 11
@shariajohnston @demandbase @CEB_News
Fields, Fields and More Fields

12. Slide 12
@shariajohnston @demandbase @CEB_News
Example
Short Form (5 Fields) Medium Form (7 Fields) Long Form (9 Fields)
13.4% Conversion 12% Conversion 10% Conversion
$31.24/Conversion $34.94/Conversion $41.90 Conversion
Each Additional Field ~ $2.00 Additional Cost
Phone Number ~ $5.00 Additional Cost

13. Slide 13
@shariajohnston @demandbase @CEB_News
B2B Forms Best Practices

14. Slide 14
@shariajohnston @demandbase @CEB_News
CEB Overview
CEB is the world’s leading member-based advisory company. We have a unique view into what
matters — and what works — when capitalizing on drivers of business performance. With 30 years
of experience working with top companies to share, analyze, and apply proven practices, we begin
with great outcomes and reverse engineer to help you unlock your full potential.
More than 87% of the Fortune 500 turn to CEB to tackle emerging and recurring business challenges:

15. Slide 15
@shariajohnston @demandbase @CEB_News
CEB Business Case
How to strike the balance between too many and too few fields while still
accomplishing marketing objectives and keep sales happy at the same time?
Low
completion
rate
Poor data
quality
Wider rift between marketing and sales

16. Slide 16
@shariajohnston @demandbase @CEB_News
CEB Results – CEB Forms Before
Cumbersome Interest box shows
little relevance to the individual,
and leads to inaccurate selection
and potential for misaligned
opportunities
Field name headers
add to the overall
length of the form
Firmographics can
be resolved on the
backend using
Demandbase

17. Slide 17
@shariajohnston @demandbase @CEB_News
CEB Research – Basis for Challenger Marketing
B2B buying will never be the same.

18. Slide 18
@shariajohnston @demandbase @CEB_News
CEB Results – CEB Forms After (Multi-Step)
Not Resolved by Demandbase
Resolved by Demandbase
Function-dependent
Areas of Interest

19. Slide 19
@shariajohnston @demandbase @CEB_News
CEB Results – CEB Forms After (New Real Estate)
Demandbase frees up page real
estate for additional data capture
Resolved by Demandbase

20. Slide 20
@shariajohnston @demandbase @CEB_News
CEB Results – Conversion Rates
Forms increased 105%Total Fields decreased 38%
0
5
10
15
Before After
Number of Fields
0%
10%
20%
30%
40%
Before After
Form Completion Rate
Before After
Revenue from Form Submit
Revenue increased 126%

21. Slide 21
@shariajohnston @demandbase @CEB_News
CEB Solution Recap
Solution: Shorter, multi-step, personalized form enabled by Demandbase
• Fewer manual fields
à increased
completion rate
• More page space à
additional
functionality
• Standardized,
validated
firmographics à
improved scoring
accuracy and lead
treatment
• Richer sales conversations
• Healthier pipeline
• Better downstream segmentation
• Demand for universal form updates

22. Slide 22
@shariajohnston @demandbase @CEB_News
More about CEB Challenger Marketing
Email: bconway@executiveboard.com
LinkedIn: www.linkedin.com/in/bconway/
CEB Marketing: www.executiveboard.com/marketing
CEB Challenger Marketing ebook:
http://ceburl.com/challenger-marketing
THANKS!

23. Welcome
Webinar
A:endees
Type
ques>on
here

24. Q&A
//
Panelists
Brian
Conway,
Director
of
MarkeGng
OperaGons,
CEB
Moderated
by:
Shari
Johnston,
Director
of
Integrated
MarkeGng,
Demandbase
Andrew
Gaffney
Demand
Gen
Report

25. Thank
You
For
A:ending
This
Webinar!
Download this presentation at:
http://http://dg-r.co/b2bleadgenweb