Engagement Solution Overview

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Introduction

You use Engagement Solution to deliver personalized experiences to visitors from your target accounts. 

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.

Demandbase Engagement Solution lets you deliver targeted, personalized messages and content to visitors from your target accounts – even when they’re unknown.

Engagement Solution includes these powerful personalization capabilities:

View the video below to get an overview of how the solution helps you to make your website relevant and engaging for each visitor at scale.

 

Demandbase  Engagement Video Overview

 

Site Customization

Site Customization enables a hand-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.

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 wish 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

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.

The typical buyer's non-linear journey.

 

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.

Example of a website using Demandbase Site Optimization to display recommended content

Example of a website using Demandbase Site Optimization to display recommended content.

 

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_window.png

Sample site optimization set up within the Demandbase Engagement solution.

 

Example 1

Site optimization with recommended content window collapsed.

 

Example 2

Site optimization 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.

Example of a website using Demandbase Account-Based forms.

 

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.

Data flow for Demandbase Forms.

 

The steps below outline how Demandbase Forms work.

Step 1: Website Visitor - An individual user visits your website.

Step 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.

 

Step 3: Demandbase Database - Demandbase will match the visitor’s IP address to account data in its database.

Step 4: Shortened Form - The detailed account data from the Demandbase database is appended to the visitor’s form fields data using hidden fields.

Step 5: Marketing/Lead Database - The appended data is passed through to the appropriate MAS or CRM tool.

 

Account-Based Marketing Automation

Demandbase Account-Based Marketing Automation works with Oracle Eloqua.

What is Demandbase Account-Based Marketing Automation?

Demandbase Account-Based Marketing Automation (ABMA) is a Demandbase Eloqua Cloud App you can use directly in your Oracle Eloqua Campaign Canvas. It provides additional ABM functionality and is included with your Demandbase Forms purchase.

Example of an Oracle Eloqua Campaign Canvas using Demandbase Account-Based Marketing Automation.

 

How it Works

Demandbase ABMA enables you to update Demandbase firmographic data on your account, contact or custom data objectsIt also groups your contacts in Oracle Eloqua by accounts, and it scores each account by engagement. These capabilities help you identify and categorize all your contacts by accounts so you can take an account-based approach to your B2B nurture campaigns.

Data Append

With the Oracle Eloqua marketing automation integration, Demandbase can append account-level data directly to your Eloqua Contacts and custom data objects. This lets you reconcile all your Eloqua data with validated business information for each individual record – the data cleansing and append is both scalable and ongoing. As you bring in new contacts, they are validated and the records are appended.

The diagram below shows how the data append process works for an individual Eloqua Campaign.

Step 1: For each Eloqua Contact, Demandbase matches the email domain name, IP address, or Demandbase Company ID (SID) using the priority order you set in the Demandbase Eloqua Cloud App. In this example, the priority was set to match the domain name first, and the IP address second. The pre-processed contact records show that Simon was using the company email address but Clint and Jim were using personal emails. Using the specified prioritization, during processing Demandbase used the domain name for Simon to match up the company name. Because the company name for Clint and Jim could not be identified by domain name, Demandbase next used IP address to identify Caterpillar as their company name.

Step 2: Demandbase adds City, State, and Company field data for each Eloqua Contact.

Custom Data Objects

Demandbase's Custom Data Objects feature lets you append account-based data using your own Eloqua custom data objects (CDO). You can set up the feature once for a CDO without having to configure contact mapping for each individual Eloqua Campaign.

The diagram below shows how the data append process works for an Eloqua CDO.

Step 1: For each Eloqua Contact, Demandbase matches the email domain name, IP address, or Demandbase Company ID (SID) using the priority order you set in the Demandbase Eloqua Cloud App.
In this example, the pre-processed CDO record includes fields for Company Name, City, State, and Country. 

Step 2: For each Eloqua Contact, Demandbase populates all of the Eloqua CDO fields you mapped in the Demandbase Eloqua Cloud App.

Built-In Account Score

Demandbase enables Oracle Eloqua to include an Account Score as a level of interest. Use
this feature to identify and detect the buying signals of both anonymous and known contacts on your site. This gives you the best chance to take action and turn your prospects into customers earlier in the buying cycle.

Account Score allows you to track the amount of engagement of your accounts, whether they are known or unknown, over time. The more engaged the account is the higher the account will score. Account Score focuses on real-time, active buying signals, so you can prioritize accounts to take action on.

 

Account-Based Nurture

  • Traditional B2B Nurture: Most B2B marketers today create acquisition programs for prospects, lifecycle programs for new clients, and re-engagement programs for past clients and dead leads. But the content of these programs is generic and are not informed by the exact accounts that are being marketed to, the stage at which those accounts are in the buying cycle, or the vertical content that is most appropriate for those specific accounts.
  • Account-Based Nurture: Demandbase ABMA lets you be much more targeted and contextual with your nurture programs. For example, you can easily send vertically-targeted content only to individuals at companies in that vertical, and you can send content and calls to action that are appropriate for accounts at a specific point in the buying cycle. This helps you accelerate the path to conversion.

 

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.

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.

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.

Example 2

No chat trigger. A customer with lower revenue from a less important segment visits the website and does not get a chat trigger. Instead they are funneled to a support ticket page.

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.

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.

 

 

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