We’ve all done it – invited people over for a Saturday night dinner and then when the time comes, we say “ugh – why did I do that?” As much as we would like to shut off the lights, close the shades and pull on our sweats, we know that wouldn’t be the right thing to do. Our guests would turn around and leave in frustration never to come back again. So, we smile, open the door, let the folks in and, hopefully, engage in lively conversation.
Think about this analogy when it comes to planning your ABM strategy. As B2B marketers, we spend a lot of time and money driving visitors to our websites. We invest in display advertising, PR, SEO, SEM, content, and various social channels. And while we may be successful in attracting visitors to our sites, the game is far from over once they arrive.
Our next, and arguably larger challenge is to deliver better, more relevant site experiences in order to get our prospects and customers to engage with us—to keep coming, stay longer, and more actively engage with our offers and content. Why? Because better connections with our customers can result in higher profits. In fact, Demandbase found that target accounts who saw our ads and engaged on our website were 60% more likely to turn into opportunities.
Based on our experience with hundreds of B2B companies, we’ve found that the simpler the personalized experience is, the better. Often times companies begin their engagement strategies with small changes, like a shift in industry messaging, and see great success by simply adjusting the home page banner to be industry-specific. For example, a different visual and/or headline for each of your target industries.
The first and most important step is to prepare, prepare, prepare. Discuss your web engagement strategy with your marketing teams, web team, product marketing team (for content and messaging), and other stakeholders.
Over time, think more about proactively prescribing the journey through your web. If they click on your ad (and we know fewer than 2% do), you will most likely take them to a landing page. Then what? What additional high-value content do you want to share? What other channels will you use to drive engagement? Tactics such as events and direct mail can play an important role in your ABM strategy. If they don’t click on your ad, and they come to the home page, what will you present to them first? Then what?
If you’d like to take a deeper look at driving engagement best practices, take a look at the Demandbase Engagement playbook. Just don’t do it on Saturday night. Invite someone over and let them in.
of website visitors
never fill out a form
of website visitors leave
after 10-20 seconds
(Nielsen Norman Group)
Sixty percent of buyers
10% – 30%
Up to thirty percent increase
in the efficiency of marketing
spend due to personalization
(McKinsey & Company)
5% – 15%
Up to fifteen percent in
lifted revenues as a result
(McKinsey & Company)
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