You’ve heard a lot about the need for a data-driven website…but where do you start? The idea of using data to drive marketing and business decisions is definitely attractive, and all the buzz these days. But with so much data available, and so many areas the B2B website covers, it can be overwhelming. You might have a redesign coming up, a big product launch, or just yearly planning, and you know there’s more you could be doing with your data to help guide those initiatives. Modern analytics and data solutions offer an enormous range of power, and the savvy web marketer can use these tools to help take the guesswork out of their efforts. In this webinar, you’ll learn how to: - Determine goals and priorities - Unlock your existing data and focus on what matters most - Simplify and operationalize reporting and analysis - Close the loop to share and use actionable insights By following the tips set out in this session, your team will no longer have to guess whether your website is an effective B2B marketing tool.

1. BUILDING A
DATA-DRIVEN
WEBSITE

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5 Steps to building a data-driven website
Define
Business Goals
Unlock your Valuable
Data Sources (ABM)
Simplify Analysis:
Attract, Engage, Convert
Take Action Measure Success,
Optimize, Iterate

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What are your website goals/priorities?
• Generate leads/conversions
• Education of prospects
• Partnering/Investing
• Reduce support costs
• Branding/Awareness
• Thought Leadership
• SEO
• Hiring/attracting candidates

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Where are you?

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Demandbase Confidential.
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There’s a lot of data

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Don’t just drive in the quantitative lane
• Key Insights from Google Analytics
• Industry Research
• Competitive Research
• Stakeholder Interviews
• Sales Calls
• Customer Interviews
• Customer Survey through NPS
• Job Candidate Survey
• Best Practices for UI / Heuristic Review
• Critical Review of the Website Today
• SEO Audit

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We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
The website has many
marketing functions
Content
Mktg.
Lead
Gen.
Social
Media
Ads
CRM

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The data you really need

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Account-based is best for B2B
It Supports The Sales Reality
It Helps Focus On The
Best Growth Opportunities
It Delivers Optimal,
Customer-Centric
Experiences

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Attract, Engage, Convert
Website
Goals
Content
Visitor
SegmentsENGAGE CONVERT
ATTRACT
$

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Attract
• Who is coming to the site?
• How are they getting there?
• Focus on key segments:
• Visitor Composition
• Traffic Sources
• Campaign Attribution

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Attract - Visitor Comp. by Industry
4%
4%
2%
2%
1%
1%
1%
1%
1% Consumer Services
Business Services
Financial
Insurance
Healthcare
Entertainment
Law Firms
Manufacturing
Retail
Non-Company
83%
Company
17%
% OF TOTAL UNIQUE VISITORS

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Attract - Traffic Source by Channel
0
50,000
100,000
150,000
200,000
250,000
300,000
Organic Direct Paid Referral Social Other
Non-Company
Company
WEBSITEVISITS

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Engage
• What are key segments doing?
• Are they getting to content created for them?
• Time-on-site (key segments)
• Pageviews/visit/visitor (key segments)
• Simplify using Content Groups/Sections
• Higher engagement = higher conversions?
• Engagement as a buying signal
• Test copy & design/experience

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Engage - Time on Site by Industry
10% 7% 4%
7%
4%
14%
3%
34%
19%
38% 32%
21%
32%
22%
56%
74%
57%
61%
75%
55%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business
Services
Energy Financial Healthcare Insurance Law Firms Life
Sciences
Content A
Content B
Content C

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Convert
• What is a conversion?
• Are key segments completing goals?
• Goals by audience/segment
• Goal start vs. goal complete
• Design, A/B Testing, Optimization

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Convert - Conversion Rate by Size
0%
10%
20%
30%
40%
50%
60%
100 or less 100-250 250-500 500-1k 1k-5k 5k-10k 10k-20k 20k+
EMPLOYEES

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Measure and connect the journey
We have solutions for
all kinds of business,
BIZGROUP
learn more »
PR
Content
Mktg.
Lead
Gen.
Social
Media
Ads CRM
ANALYTICS W/ ACCOUNT-BASED IDENTITY

19. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
19
5 Steps to building a data-driven website
Define
Business Goals
Unlock your Valuable
Data Sources (ABM)
Simplify Analysis:
Attract, Engage, Convert
Take Action Measure Success,
Optimize, Iterate

20. QUESTIONS

21. T H AN K Y O U
Learn more at:
Demandbase.com