Knock, Knock - Who's There? Overcoming lead conversion challenges for B2B Marketers: Customers rely on your website as their primary interaction with you, but most B2B sites still force the visitor to do the work. See how leading B2B Marketers are using Real-time identification to dramatically improve engagement and conversion rates Greg Ott, CMO, DemandBase

1. Overcoming Lead Conversion
Challenges for B2B Marketers
…

2. What can you do to
improve the
effectiveness of
every web visit?
2

3. Just because you can, doesn’t mean it is
better for the customer
3

4. Just because you can, doesn’t mean it is
better for the customer
4

5. Just because you can, doesn’t mean it is
better for the customer
5

6. Just because you can, doesn’t mean it is
better for the customer
6

7. Just because you can, doesn’t mean it is
better for the customer
7

8. Just because you can, doesn’t mean it is
better for the customer
8

9. Making hard for them to signal their interest
9

10. Making hard for them to signal their interest
10

11. Making hard for them to signal their interest
11

12. Making hard for them to signal their interest
12

13. Low
engagement…
– But
serve
a
broad
audience
Low
conversion…
– But
need
qualifica8on
data
A
lot
of
data…
– But
need
ac8onable
metrics
13

14. What would you do differently if
you knew the company that was
ABOUT to visit your site?
14

15. 3
Steps
to
Drama8cally
Improve
ROI
1.
Customize
and
Personalize
Content
2.
Shorten
forms
without
losing
data
3.
Op8mize
for
your
most
valuable
visitors

16. Content
for
Healthcare
Companies

17. Content
for
Financial
Svs
Companies

18. 18

19. Shorten
Forms
Dynamic
Sugges9ons

20. 20

21. Inquiry
or
Lead
User
Entered
Data
Automa9c
Addi9onal
Data
21

22. 3. Optimize on the Accounts That Matter

23. Real-time ID Service
CONTACTS ANALYTICS
Proprietary
IP-Bus Data
Business Resolution Platform (800 million)
Internet
Business Registry Crowd Sourced
Contacts Web Traffic (3+ billion IP’s) IP Validation
(30 million) (250 million/mo)
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24. 7.0%
6.0%
• 46% increase in conversion
5.0% rate
4.0% • 17% of ISP email addresses
tied to target customers
3.0%
2.0%
• 14% more real phone
numbers
1.0%
0.0%
Industry Average Crowd Science Demandbase
baseline enabled
Source: Crowd Science

25. With
Real-­‐8me
Iden8fica8on:
1. Customize
and
Personalize
Content
2. Shorten
forms
without
losing
data
3. Op8mize
for
your
most
valuable
visitors
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26. Learn More
Day Customer Webinar:
10:00a PT
October 27th
Demandbase.com/day
Stop by our booth!
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