Cyber Security Account Based Personalization webinar march 2021
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How Cyber Marketers can use personalization to reduce friction along their buyer journeys? Join Tenable's Limor Danai and Avishai Sharon from Trendemon as they discuss these topics and more.
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Cyber Security Account Based Personalization webinar march 2021
- 1. How Cyber Marketers use personalization to ensure enterprise buyers stay on track Live Webinar + Post-Webinar Discussion Groups
- 2. 2 Hello! Limor Danai Marketing Director Tenable Avishai Sharon CEO Trendemon
- 3. 4 The Cost of Friction within your buyer journeys.
- 5. Reducing Friction in your Buyer Journeys Selected Customers Get a Demo Avishai Sharon CEO Halel Porat COO Lena Brenner CTO Founders with over 12 years of domain expertise.
- 6. How We Stack Up? TrenDemon’s position in typical customers’ stacks
- 7. homepage product page MQL >> SQL >> WON What companies typically see October 22 2020 Desktop Google Organic What actually happened October 20 2020 Mobile LinkedIn September 29 2020 Desktop Remarketing PPC June 4 2020 Desktop ABM Campaign August 15 2020 Mobile Direct read post watched video read product page User Journey Starts Here The Customer Journey is Online Entire Journey Last Session
- 8. Our Methodology 1. Map 2. Attribute 3. Personalize Map customer journeys to goals in your MA and CRM Measure the impact of your assets and channels on business outcomes. Serve the relevant content and messages on your site to the relevant audiences.
- 11. Trendemon
- 12. 14 About Tenable
- 13. EMPOWER ALL ORGANIZATIONS TO UNDERSTAND AND REDUCE THEIR CYBERSECURITY RISK
- 14. 16 SEE EVERYTHING PREDICT WHAT MATTERS ACT TO ADDRESS RISK
- 15. Why Personalization at Tenable 17 Personas Large product offering with different buyer personas Sale Cycle Different sale cycle for each product Needs/Requirements Consuming different material based on interests or needs Global Global market, localization, languages
- 16. 18
- 17. Personalization Levels 19 WHO? GEO, LANGUAGE WHEN/WHERE? BEHAVIOR, PAGE VISITS, READ TIME ATTRIBUTION? WHAT ARE THEY CONSUMING ACCOUNT / INDUSTRY ULTIMATE PERSONALIZATION
- 18. 20 DIGITAL CAMPAIGNS – Retargeting, ABM, Paid Social CRM – Feeds into sales, gets intent data PERSONALIZATION TOOL – CTAs, Analytics, Intent MARKETING AUTOMATION – provides data on the lead lifecycle status. eMail marketing/ nurture CONVERSATIONAL TOOL ABM TOOL – Intent data CONTENT CONSUMPTION TOOL
- 19. 21 DIGITAL CAMPAIGNS – Retargeting, ABM, Paid Social CRM – Feeds into sales, gets intent data PERSONALIZATION TOOL – CTAs, Analytics, Intent MARKETING AUTOMATION – provides data on the lead lifecycle status. eMail marketing/ nurture CONVERSATIONAL TOOL ABM TOOL – Intent data CONTENT CONSUMPTION TOOL
- 20. Is Personalization Right for Everyone • Company Size (budget, buy in from management, at what stage) • Content • Personnel (do you have the dedicated person to run it) • Implementation (set up) • Testing and more testing 22
- 22. 24 Meet your new B2B Buyer 78% of Gen-xers to Millenials won’t fill a form to get information via business-review survey
- 23. Known contact 20% 4-7 reads Engagement - Establish Need signs up Anonymous Research on your site 45% 10-15 reads Education - Establish Expertise 25 The External, Unknown and Known Stages of the B2B Journey External Exposure & Research 35% 8-12 exposures Exposure - Establish Trust visits website
- 24. 26 The best CTR forms (over 2%) have 1 field Stats & Stories If you don’t have to capture multiple fields, don’t. FRICTION.
- 25. 27 1) Most successful (=highest CTR) companies run 10 or more personalization campaigns on their site. 2) Highest CTR campaigns have double triggers (scroll & exit/time) 3) Content Hubs reach double digit CTRs! 4) Surveys are great ways to find target personas and are highly engaging. Flash Stats & Takeaways
- 28. 30 Mastering Personalization Buckets, Flows, Pools & Pipeline
- 30. 32 Enable flow between items in that pool
- 31. 33 The Process we see work Buckets (Audiences) Product/Persona A Product/Persona B Product/Persona C Pools (Content and Stage) Assets for Persona A Assets for Persona B Assets for Persona C Landing Nurture Conversion Ensure easy access between assets within the pool
- 32. 34 Breakout Rooms: 1. Personalization Stats, Methodologies, and Playbooks 2. Tech Stacks & Tools for Success
- 33. 35 Thank You! Learn more on how to uncover & improve your customers’ digital journey at Trendemon.com Connect with me: avishai@trendemon.com