Presented at B2B Marketing Forum 2013, Amsterdam, March 14th 2013.
Synopsis: Today’s B2B buyer is not only digitally savvy but is also driving the engagement. As B2B marketers we need to make a shift in how we market. Find out how successful brands are moving from a segmented to a personalised approach, using behaviors to drive relevant, profitable relationships.
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Behavioral Marketing : The end of segmentation in B2B marketing
1. Behavioral Marketing :
The end of segmentation
in B2B marketing
John Watton, Silverpop
B2B Marketing Forum, 14th March 2013.
@jwatton , jwatton@silverpop.com #b2bnl
13. The Segmented
Audience Approach
Female
Homeowner
Male
Female College 30-40
Female Male
Homeowner Homeowner Educated
30-40 Female
With kids
Homeowner
College College
Educated Educated Male
With kids With kids 30-40
Male
Female 30-40
Homeowner
Male
30-40
Male Female
30-40 Homeowner
Male
30-40 College
College Educated
Educated With kids College
With kids Educated
Female
Homeowner With kids
#b2bnl
21. 56% of the buying process
is invisible to the seller.
“The empowered
customer is
now in control of the
business relationship.” #b2bnl
Source: IBM CMO Study 2011
22. 70% of B2B buyers use a search
engine at the start of their
buying process
Source: Mediative Whitepaper, Feb 2011
#b2bnl
23. of C-Level executives prefer to
locate information themselves
53%
Source: Carat UK, Mar 2013
#b2bnl
24. 21% of B2B buyers use social
media at some point in the
buying process
Source: BaseOne Buyersphere 2012
#b2bnl
34. Step 4: Personalize channels (e.g. email)
Subject Line Personalization
1 First name personalization
1 Personalized Content
Name and contact info for each customer’s
2 6 personal rep
Dynamic Subject Lines
2 The subject line changes based on the type and
duration of club membership
Individualized Content Lists
3 For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
E-commerce-driven Personalization
4 Display totals and other engaging content to drive
follow-on purchases.
7 Website-driven Content
5 Directly track each customer’s web activity and
prompt them to visit new areas of the site.
Send Time Optimization
3 6 The message arrives in each individual’s inbox at
precisely the time that individual is most likely to
1 check email.
Data-driven Dynamic Image
7 Image is selected based on demographic and
4 profile info
8 Score-driven Dynamic Offer
5 8 Discounts/prices vary by social influence #b2bnl
and time
since last purchase
36. Lead score on demographics & behaviors
Heavy Behavior Low
Interest Interest
Profile 1 2 3 4
Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
#b2bnl
37. Prioritize “sales-ready” leads
Heavy Behavior Low
Interest Interest
Profile 1 2 3 4
Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
#b2bnl
38. Behavior Driven Automation
Campaign Campaign
Program A Program B 260% lift in product Sales
than non automated emails
– Empowering Parents
Only 4% of emails have been
automated thus far yet they
drive 40% of email revenue –
S&S Worldwide
Conversion rates went up
136% with automation -
SmartPak
#b2bnl
39. Dell/Trend Micro
Trend Trend Segment Time
Database
Micro #1 #4
Database POS Segment
Post Purchase Survey Welcome Campaign
Regular Monthly Campaigns
Trend FTP Site Data put on to Default
FTP site daily Customer
Communications
Ad Hoc Campaigns
Mid Term Survey Renewal Reminders
CleverTouch #1 #4
Data Data
manipulated In Trial Segment
Transformation
ready for Welcome Campaign
silverpop
Post Trial #1 #2
Activation Activate - Y
Segment Post Purchase Survey Welcome Campaign
Silverpop FTP Data uploaded
Site to silverpop for
#1
scheduled Activate - N
daily import
Survey #2 Extended Trial Period Campaign
Win Back
Campaign
New contacts
Silverpop added to #8
Database Database
Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) #b2bnl
5 routes & 9 languages and multi-touch= 250+ scheduled communications
41. 1 day 3 days
Try Why you
wizard should
1. Wizard
Overview
1 day 3 days It will
Almost
Done… help
2. Started you
Wizard
1 day 3 days
Wizard Custom
3. Completed Results for you
Wizard
1 day
4. Add to Did you x days
forget ….
Cart
Responding 5. Placed Thank You x days
….
to Website Order
Behaviors #b2bnl