Engagement Solution Overview

  • Updated

Introduction

You only have about 10-20 seconds to capture the attention of B2B buyers on your website. If your buyers don’t see what they’re looking for, they’re likely to get frustrated and leave. An effective website personalization strategy enables you to immediately engage target accounts with an experience that is relevant to them and move them through every phase of their journey.

The Demandbase Engagement Solution lets you deliver targeted, personalized messages and content to visitors from your target accounts – even when they’re unknown. It includes these powerful personalization capabilities.

Site Customization

Site Customization enables a hands-on, rules-based approach to personalizing your website. Site Customization is a capability that lets you display content you specify for different target accounts and segments. You can integrate it into your existing CMS or personalization solution, or you can use the Demandbase Set-up tool.

Example of a website using Demandbase Site Customization to deliver content personalized by account.

 

How Site Customization Works

To customize your site, you select the page and page elements you want to personalize for a given audience segment, such as a hero image, message, or call to action. Demandbase will deliver the personalized content you’ve specified based on visitor segment.

Data flow for Site Customization

Site Optimization

Site Optimization automatically recommends content to visitors to surface what is most relevant to them.

The Buyer's Non-Linear Journey

The buyer’s journey isn’t linear – it’s more like a bumble bee's. Visitors are coming in and out of the journey, checking out some of your pages and then leaking out. They’re also continuing their journey outside of sites you control. And there are multiple decision makers in the journey with unknown levels of understanding.

What is Site Optimization?

Site Optimization is a turn-key approach to website personalization. You specify the high-value content and goals using Demandbase’s site optimization set up tool. Demandbase then applies its Artificial Intelligence (AI) technology to automatically recommend specific web pages to visitors based on their company interests and behavior.

Demandbase AI removes the barrier of ongoing manual analysis of what content should be recommended, allowing you to significantly scale your website personalization efforts and deliver a tailored experience for any visitor. This accelerates the visitor’s path to finding the most relevant content and high-value pages, and speeds up conversion.

mckesson.png

How Site Optimization Works

Site Optimization uses proprietary Demandbase AI technology to analyze a combination of firmographic data, historical traffic data, and real-time visitor behavior to understand each buyer and streamlines their conversion path. The AI technology learns from historical traffic and behavior to understand what content is consumed by visitors and the paths they take to conversion.

The algorithm takes into consideration multiple variables to choose content to recommend. The data points include company firmographics, intent, web engagement, buyer interest, content style and semantics. It also learns behavior over time as visitors browse the web.

Site Optimization understands the intent and engagement, both off-site and on-site at an individual level as well as at an account level. When it can, it recommends website content based not only on a successful buyer’s journey for the visitor’s account or IP address, but specifically for that individual comparing their on-site and off-site web page visits with other people’s similar behavior.

site_optimization.jpg

Site Optimization Example

With recommended content window collapsed:

With recommended content window expanded:

Site optimization with recommended content window expanded

Forms

Demandbase Forms capability automatically populates form fields with visitor company data.

Advantages of Using Demandbase Forms

Demandbase Forms give you several advantages that result in better efficiency and business results.

  • Shorter forms = more leads:  Many forms have 15+ fields and ask for detailed company information used to score and route leads. While all of this detail helps you with routing leads, your conversion rates will increase for each form field you can eliminate. By giving visitors a shorter form experience, you’ll see more form completions and leads.
  • Automate lead segmentation and routing: The company-specific attributes populated from Demandbase’s database enable you to automate lead segmentation and routing.
  • Cleaner data across your systems: Demandbase gives you standardized company details from multiple sources. The company identification data is triple-verified which gives you cleaner data. This helps you better manage your own systems data because you can more efficiently standardize and normalize data within your internal MAS or CRM tools.

How Demandbase Forms Work

Demandbase Forms lets you shorten forms without sacrificing important company details. The detailed Demandbase company information is passed through using hidden fields for each lead and captured in your MAS or CRM tool.

  1. Website Visitor: An individual user visits your website.
  2. Demandbase Code on Your Website: Demandbase Tag, a snippet of Javascript code you place on your website pages, contains an API key that passes the visitor’s IP address to Demandbase.
  3. Demandbase Database: Demandbase will match the visitor’s IP address to account data in its database.
  4. Shortened Form: The detailed account data from the Demandbase database is appended to the visitor’s form fields data using hidden fields.
  5. Marketing/Lead Database: The appended data is passed through to the appropriate MAS or CRM tool.

Live Chat

Demandbase Live Chat helps engage accounts through more informed, successful conversations.

Demandbase Live Chat is an integration that works with your existing chat solution. It lets you proactively offer chat only to visitors at target accounts and efficiently route chat sessions to sales or support. Your chat reps will see full company details about the visitor, including any first-party data you integrate, creating a more intelligent conversation that’s more likely to end in success.

Demandbase Live Chat Examples

Take a closer look at these three examples of how Demandbase Live Chat can be used to efficiently route website visitors.

Sales Chat Example

In this example a chat trigger routes visitors to Sales. A target account for IT Services visits the website and gets a chat trigger routed to Sales. Information from the chat is passed into the database.

Example 1: Chat trigger routes customer to Sales. A prospect target account for IT Services visits the website and gets a chat trigger routed to Sales. Information from the chat is passed into the database.

No Chat Example

In this example there is no chat trigger. A visitor from a lower revenue account segment visits the website and does not get a chat trigger. Instead they are funneled to a support ticket page.

Support Chat Example

In this example a chat trigger routes visitors to Support. A customer from a high revenue, high priority account visits the website and get a chat trigger routed to Support to ensure a quick response.

Example 3: Chat trigger routed to Support.A customer from a high revenue, high priority target account visits the website and get a chat trigger routed to Support to ensure a quick response.

Was this article helpful?

12 out of 12 found this helpful