Your company’s success depends on your ability to win key accounts, but coming up with new testing ideas to keep key accounts engaged throughout a long deal cycle can be a challenge for even the most creative of thinkers. This session will unpack the B2B buyer’s journey on your site, revealing test ideas that optimize every stage of the B2B funnel, impact key business KPIs and leverage account-based marketing tactics to deliver a seamless experience to your target accounts.

1. Test Ideas to Optimize Every Step of the B2B Funnel
Arun Sivashankaran
Founder & CEO, FunnelEnvy

2. About FunnelEnvy
• Engineers with a
marketing problem
• Account Based
Personalization
Platform
• Conversion
Optimization &
Personalization
Services
OPTIMIZELY SPRING INTO ACTION
Behavioral
Targeting
Intelligence
Reports
Account
Data
Marketing
Integrations
Audience
Management
Campaign Management
Web Analytics
Marketing
Automation/CRM
@asivash
www.funnelenvy.com

3. Select B2B Customers & Clients
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

4. B2B Goals
OPTIMIZELY SPRING INTO ACTION
• Increase key conversion rates
(leads, trials)
• Increase engagement (lead or
account)
• Increase funnel velocity
• Reduce churn / increase LTV
• Renew & expand accounts
• Referrals
@asivash
www.funnelenvy.com

5. B2B Realities
• Less onsite “direct response”
• Long customer journey
• Multiple decision makers (enterprise)
• Attribution is hard (beyond leads)
• Integrate into the stack (MAP, CRM)
• Low traffic
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

6. OPTIMIZELY SPRING INTO ACTION
Customer Distribution
ValueperCustomer
B2C
B2SMB
B2Enterprise
Market Characteristics
@asivash
www.funnelenvy.com

7. Customer Journey Scenarios
Market characteristics and customer journey informs high potential
test ideas
1. Day Trip
• Short, high velocity
2. Multi-City
• Longer, multiple stages
3. Business Class
• Leverages account based characteristics
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

8. The Day Trip
Short, high velocity, low touch

9. OPTIMIZELY SPRING INTO ACTION
Website
Visitor Trial Signup Engaged
Customer
Customer Journey
@asivash
www.funnelenvy.com

10. Goals
•Initial engagement
•Signup (lead, trial, registration)
•Improve user experience, reduce churn
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

11. OPTIMIZELY SPRING INTO ACTION
• Headline & Subheadline
• Above the Fold CTA
• Remove Distractions
• CTA Design
Landing Page Optimization
260%
Lead Conversions

12. OPTIMIZELY SPRING INTO ACTION
Source: http://unbounce.com/landing- page-articles/the-anatomy-of- a-landi ng-page/
• Concise headline expressing USP
• Paid – reflect what was clicked
• Benefits of the offering
• Empathize with customer pain
• Social proof
• Single CTA above the fold
• Hero shot
@asivash
www.funnelenvy.com

13. Form fields
OPTIMIZELY SPRING INTO ACTION
Source: Marketo (http://blog.marketo.com/2008/02/two-practical-l.html)
@asivash
www.funnelenvy.com

14. Problem:
Removing lead fields
makes SDRs angry!
Solutions:
1. Populate hidden
fields
2. Enrich lead data in
Marketing
Automation
OPTIMIZELY SPRING INTO ACTION
<input type=“hidden” name=“industry” value=“Health Care”/>
<input type=“hidden” name=“company” value=“IBM”/>
<input type=“hidden” name=“Employees” value=“500-1000”/>
@asivash
www.funnelenvy.com

15. SEO Content
OPTIMIZELY SPRING INTO ACTION
Don’t do
this!!
@asivash
www.funnelenvy.com

16. SEO Content Recommendations
•Engaged, self segmenting visitors
•Single relevant CTA at the end
•Convert to the next logical stage (e.g. gated
content)
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

17. Pricing Pages
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

18. Pricing Tiers
• Design: clarity and simplicity
• Align pricing with buyer
personas
• Scale pricing tiers through a
core value metric
• Set expectations with CTA
If the customer is still stuck…
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

19. Offer help!
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

20. User Onboarding
• Increase likelihood of user success at first
adoption
• Higher engagement, reduced churn
• Avoid the “ghost town” effect
Higher investment, but can yield very
significant returns
@asivash
www.funnelenvy.com

21. OPTIMIZELY SPRING INTO ACTION
Tour
Get started (jump right in)
Joyride Wizard
@asivash
www.funnelenvy.com

22. Multi-City
Longer, multiple stages

23. OPTIMIZELY SPRING INTO ACTION
Content
Download
Attend
Event
Sales
Meeting
Account
Signup
Activation
Engaged
Customer
Customer Journey
@asivash
www.funnelenvy.com

24. OPTIMIZELY SPRING INTO ACTION
Targeting Tests by Depth of Engagement
Data Dependencies
• Behavioral
– Links, pages, forms
• Application (SaaS)
• Marketing automation
– Lead
– Lead score
– Campaigns
• CRM
– Existing Customers
– Opportunities
– Sales activity
• Possible Goals
• Engagement
• Convert to lead
• Move to the next stage of
journey
• Renewal & expansion
• Advocacy
• Referrals
@asivash
www.funnelenvy.com

25. Remembering the User
OPTIMIZELY SPRING INTO ACTION
Source: http://blog.hubspot.com/marketing/website-personalization-examples-dynamic
First visit: choose role Return visits: personalized content
@asivash
www.funnelenvy.com

26. Moving customers through the journey
OPTIMIZELY SPRING INTO ACTION
Source: http://blog.hubspot.com/marketing/website-personalization-examples-dynamic
eBook downloaded Attend webinar CTA
@asivash
www.funnelenvy.com

27. Talk to Sales or Support
OPTIMIZELY SPRING INTO ACTION
Source: https://zapier.com/learn/ultimate-guide-to-customer-support/best-customer-support-chat-apps/
@asivash
www.funnelenvy.com

28. OPTIMIZELY SPRING INTO ACTION
Referrals & Advocacy
Booker referral program
YesWare: Invite a friend
@asivash
www.funnelenvy.com

29. Business Class
Leverages account based marketing

30. OPTIMIZELY SPRING INTO ACTION
Content
Download
Attend
Event
Sales
Meeting
Account
Signup
Activation
Company
Size
Audiences
Target
Companies
Target
Industries
Customer Journey
Account Based Dimensions
(Companies, Industries)
@asivash
www.funnelenvy.com

31. OPTIMIZELY SPRING INTO ACTION
Customer Distribution
ValueperCustomer
B2C
B2SMB
B2Enterprise
Market Characteristics
@asivash
www.funnelenvy.com

32. OPTIMIZELY SPRING INTO ACTION
Demand Generation Account Based Marketing
@asivash
www.funnelenvy.com

33. Account Based Personalization
•Differentiated, relevant website experience based
on account / firmographic characteristics
•Reflects the value of the account as well as the level
of engagement
•Tightly coupled marketing and sales function
•Fewer leads of higher quality from target accounts
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

34. OPTIMIZELY SPRING INTO ACTION
The Data Dependency
Account Dimensions
• Firmographic
– Company
– Location
– Industry
– Employees
– Revenue
• Contact
- Job Function
- Intent
Engagement Depth
• Behavioral
– Links, pages, forms
• Marketing Automation
– Lead
– Lead score
– Campaigns
• CRM
– Accounts
– Contacts
– Opportunities
– Sales activity
Test
Personalized
Experiences
with Data
@asivash
www.funnelenvy.com

35. OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com
Personalize Content based on Industry

36. OPTIMIZELY SPRING INTO ACTION
Personalized Landing Page Elements
Generic Logo Bar
Technology Industry Travel Industry Insurance Industry
@asivash
www.funnelenvy.com

37. OPTIMIZELY SPRING INTO ACTION
Industry Specific Offer Location Specific Offer
Default content offer
209%
Personalized
Gated Content
@asivash
www.funnelenvy.com

38. Named Account Targeting
OPTIMIZELY SPRING INTO ACTION
Optimizely.com default
@asivash
www.funnelenvy.com

39. OPTIMIZELY SPRING INTO ACTION
Home Page
Personalization by
Target Account
@asivash
www.funnelenvy.com

40. OPTIMIZELY SPRING INTO ACTION
Flexible hero section
Modular personalization bar
Customer validation
Content & Event Promotions
@asivash
www.funnelenvy.com

41. Summary
• Focus on customer experience, increasing engagement and journey
velocity with testing
• Understanding your market and customer journey is essential for
identifying relevant testing and personalization opportunities
• Increased context about the visitor drives more relevant testing ideas
• Targeting based on engagement depth can accelerate velocity
through the journey
• Account Based Personalization can deliver higher quality engagement
with target accounts
OPTIMIZELY SPRING INTO ACTION
@asivash
www.funnelenvy.com

42. Takeaways
• Map out your customer journey
• Identify stages & dimensions
• Clearly define goals, KPIs & metrics
• Find areas of friction through evidence
(quantitative & qualitative)
• Define targeting criteria
• Integrate data sources if required
• Ideas -> hypotheses
• Change, impact, evidence
• Prioritization –potential impact & level of effort
OPTIMIZELY SPRING INTO ACTION

43. Thanks & Contact Info
arun@funnelenvy.com
www.funnelenvy.com
@asivash
@funnelenvy