“We started working more on ABM because we knew the content hub would be more of a long-term play in terms of generating demand, while developing ABM pages would almost immediately influence SQA and pipeline,” said Gerber. “We decided to focus on ABM while we built out a plan for the rest of the experiences around content.”

The Challenge: Shifting From A Lead-Focused Mindset To ABM-Centric

Mindtickle had a lead-focused (MQL) mindset, so Gerber had to flip the script and shift the teams over to an account-based model where leads still mattered, but in a completely different context. Identifying and targeting in-market accounts, engaging them with unique and personalized experiences and handing off a marketing qualified “account” (MQA) to sales was very new to the organization.

As Gerber shifted the focus of the Hushly implementation delivering account-based experiences. She had to scale a 1:1 ABM approach and a 1:Many approach, which meant dynamically creating experiences for any in-market accounts at a particular buying stage. Sales reps were split on the new system: While some account executives loved the automation features, others were uncomfortable with stage-based ABM on their behalf without them knowing.

“We were trying to shift the organization’s perception of what it means to work in an account-based model and programs,” said Gerber. “We really wanted the team to understand the accounts to pick, leverage the predictive and intent models we built out with 6sense and build off of it to move accounts through the buying stages and engage with sales.”

The Solution: Leveraging Hushly’s ABM Platform To Build Stage-Based Models & Custom LPs

Utilizing Hushly’s ABM platform, Mindtickle built a stage-based model that dynamically put web visitors into personalized experiences with relevant content based on what stage of the buying journey (awareness, consideration, decision, purchase) that company was in. Gerber explained that she was transparent with the sales teams and opened lines of communication so she could understand their likes and dislikes with the new processes and systems. After a lot of “negotiations and give-and-takes,” Gerber ultimately united the team with a “we can do this” mindset by listening to their concerns and working to address them.

“With Hushly operationalizing those predicative and intent signals, my time was now spent focused on the message and refining the look and feel of the experiences,” said Gerber. “I was not worried about whether the technology worked.”

On the account experience side, Hushly enabled the Mindtickle team to present the unique account experience for their 1:1 target accounts and Hushly solved the problem of scaling to thousands of in-market accounts with automation.

“We built a template in Hushly with the target accounts and told our account reps, ‘Here are your accounts; we’re going to give you personalized account links — you need to put whatever headline and description message you want that account to see,’” said Gerber. “Obviously sales reps aren’t the strongest writers, so we had our copy editor go through and ‘massage’ the copy to clean it up. And then we uploaded them all into the system so they could preview it.”

The account-based landing pages customized by the sales reps featured the usual header and description, but also included a section with a video message customized to the account. The page was loaded with relevant content that was aligned to different stages of the account’s journey.

“On an account’s initial visit, the landing page served them more top-of-funnel content such as targeted reports, blog posts and thought leadership videos,” said Gerber. “Once they returned to the page, the content automatically swapped for more targeted content, such as product videos, buyer’s guides and data sheets.”    

Along with that, if a visitor showed up from a late-stage account for the first time, the Hushly platform would detect that and change the entire experience from the graphics, all the way down to the content in real-time.

“It’s sort of like a traffic cop saying, ‘This is who you are, here’s what stage you’re in — here’s not only your page, but here’s your content that has multiple dimensions based on the signal we saw,’” Gerber explained. “While we were previously able to do that, we created a better experience with the pages by dropping someone in and out of different pages and experiences, and swapping graphics, texts and imagery based on who the account was and what stage they were in.”

The Results: More Than $2.2M Generated In Pipeline In Under 8 Weeks

Gerber successfully leveraged Hushly to “blow out” Mindtickle’s ABM project. Mindtickle didn’t forget about its content hub, either, as the organization plans on leveraging Hushly’s AI recommendations to serve the right content to visitors while they browse. In fact, the company launched a new website that features embedded content on every solution page to direct visitors and accounts to the appropriate content.

“There were a ton of learnings,” said Gerber. “We learned how clean data has to be to run an account-based model, and that made us realize we had internal data issues. We learned the best ways to track within Hushly when intent insights came from each of the different channels and how we needed to report it to the sales team. We realized that we could make our content better in the long run by analyzing the account and visitor-level activities on the pages at different stages.”

Specific results include:

• An average of two assets consumed per page, with an average page viewing time of 90 seconds to two minutes;
• Out of 100 accounts, sales reps booked 34 meetings, which generated 25 opportunities and more than $2.2 million in pipeline in just under eight weeks; and
• 25% conversion rate with 100 accounts.

“You can only do so much with technology — it can help you build and scale, but you also need to take the time to engage and personalize because technology can’t fully take that off your plate,” said Gerber. “Our Hushly program was successful as a pilot so now we have a model to work off. We have so much more tech; we have chatbots now and Alyce gifting. We took the time and went through the growing pains to figure out what the best way to leverage this technology is.”

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The personalization integrations include:

• Uberflip’s Personalized ABM Destinations leverages Rollworks’ data to create personalized ABM campaign destinations that matches the account’s industry, purchasing intent, etc.;
• Reactful’s Account-based Experience Platform positions Rollworks’ customers to target the high-value website visitors, aligning the website’s messaging and content in real-time for a personalized experience; and
• Hushly’s AI-Powered Personalized Content Experience uses AI to provide content engagement and lead conversion and enrichment to supercharge account-based strategies.

By partnering with multiple personalization orgs, the new Site Visitor API is designed to enable account-level identification and help marketers create personalized web experiences website visitors. The company also announced a new integration with Google Analytics, aiming to provide account-level analysis for alignment with marketers’ strategies.

“Many marketers want to better understand their anonymous website traffic to create a more tailored experience for accounts visiting and analyze trends over time,” said Justin Cooperman, VP of Product at RollWorks, in a statement. “Our Site Visitor API directly addresses this growing use case in ABM and helps improve web, chat, and landing page personalization by identifying accounts that were previously unknown. By integrating these insights with leading personalization partners like Uberflip, Reactful and Hushly, we’re helping customers activate these insights, no matter what platform they may already be using.”

The post RollWorks Announces New Integrations With Multiple Personalization Platforms appeared first on Demand Gen Report.

Ahead of the big deadline, Demand Gen Report reached out to a variety of industry experts and B2B marketers to learn their last-minute tips on preparing for GDPR and what to expect when it comes to enforcement. Plus, hear first-hand what these companies are doing to establish compliancy for GDPR.

Whether you’re a leader or laggard, read on to better prepare yourself for the May 25 deadline.

Stephanie Kidder, CMO, Azalead

While GDPR is just weeks away now, it’s never too late to take the first steps (and a demonstrated effort to become compliant, even if incomplete, may help in the worst-case scenario of an audit). If you are engaged with suppliers of marketing automation tools, a quick first step should be to ensure they are complaint. Under GDPR, liability extends to suppliers. So, if you are using a tool or a vendor that is not compliant — and many are not — you’re liable, too.

To get your internal house in order, there are some basic issues outlined in the regulation. Of course, the devil is in the details and some of these are more complex and time consuming than others. But review this checklist to get an understanding of what you need to do:

• Purge all existing data that is not strictly necessary;
• Ensure data collection is limited to what is allowed by law;
• Have in place adequate security and consent measures;
• Have mechanisms in place to delete or return personal data on request and/or contract end;
• Keep comprehensive records of data processing activities; and
• Cooperate with regulators and data controllers, and provide access rights to systems, premises and records.

As an ABM supplier with its roots in Europe, Azalead has always built its marketing platform to be compliant with strict data privacy regulations. In fact, the marketing approaches we enable are 100% GDPR-compliant. Azalead does not collect any information relating to an identified or identifiable natural person as defined by GDPR.

As far as enforcement, it is likely the authorities would first focus on large B2C companies who use marketing techniques that would present obvious concerns – heavy users of personal email data, for example. There are still a lot of potential loop holes and ambiguity in GDPR as we know it today, and we expect a new ePrivacy regulation from the EU later this year that will provide more clarity on certain issues. For now, it’s better to be safe than sorry and at least take some high-level steps toward compliance.

Jamie Walker, Head of Marketing, Synthio

Data accuracy is top of mind for all marketers now. If it’s not, I’d suggest starting there and then focusing on creative tactics to put in place for last-minute, opt-in campaigns.

We’ve been aggressively working on gathering consent with our opt-in campaigns. Our biggest goal was making sure we were casting a wide net and gathering consent from all targets within our Ideal Customer Profile (ICP).

I believe the EU will start to enforce the new law immediately. This has been in play for a long time. The marketers I’ve spoken to who reside in the EU are ready for this law to pass because it will help reduce the noise that we all are facing in the B2B space. There is a tone that must be set. Because of that I feel the enforcement will not be taken lightly. 

Peter Gillett, CEO, Zuant

Here are seven final things B2B businesses do to prepare for GDPR:

• Appoint a Data Protection Officer to focus on this area and be a source of information training within your organization;
• Make sure privacy notices meet the “transparency” challenge;
• Assess the impact ‘opt-in’ would have on your CRM database(s); ensure that they can store proof of consent and multiple permissions;
• Test and optimize data collection statements, and consider a web-based Preference Center to communicate more intelligently with information your customers and prospects want;
• Review contracts with processors;
• Check whether the type(s) of profiling your organization conducts will need explicit consent; and
• Prepare to fulfil the new rights of natural persons, i.e. requests for information and the right to be forgotten.

In addition, to the above, we at Zuant Mobile need to take this one step further than most companies as we are storing information on a whole array of devices that will not be online all the time. Fully auditable data trails for all data activity will now ensure proof of GDPR compliance for all contacts. A clever data evaporation process will ensure data doesn’t stick around on devices longer than it should.

Annika Svensson, Head of Marketing, Vendemore

Preparing for May 25th, we at Vendemore have secured that our data and thus our services are GDPR compliant. As we advise our clients, we have looked both at our external data providers, as well as our own data to ensure that we don’t store personally identifiable information.

We also believe it is important to be prepared to continue the efforts after May 25th. We all need to continue to manage new practices.

When it comes to enforcement of the regulation, we expect that the EU will enforce GDPR through local authorities. It will, however, take some time to see the results from the first reviews.

In general, this is a good direction and we hope that the regulator will develop guidance and tune practices for ways of working along the way. In a year from now, we believe GDPR will have become common practice. 

Ed King, Founder & CEO, Openprise

If full GDPR compliance is not achievable by the deadline of May 25th, then focus on obtaining consent for existing database contacts, as you are not allowed to contact them for permission after that time. Conduct a database inventory to identify EU data subjects and request opt-in. If you do not have the time or tools to identify EU data subjects, then you should re-opt-in your entire database.

Openprise prepared for GDPR by creating and updating policies for privacy, data retention, third-party management and data handling. We inventoried EU data subjects and requested opt-in. Openprise also implemented privacy language and cookie banners for landing pages, as well as a data subject request process. We asked partners and vendors to sign a data processing agreement.

James Kessinger, Chief Marketing Officer, Hushly

The most prudent thing to do if you haven’t done anything yet is sit down with your legal counsel and define or redefine your privacy policy, so that you have “opt-in” language included in that. Also, be specific regarding circumstances you want to communicate with people about and by which means.

Second, get your rules of engagement defined for treating new contacts and existing contacts from various countries (not just the EU). Segment your contact data accordingly and purge older data where you have not had contact with someone for some period of time or where you know you don’t have double opt-in permissions to have further communications with a person.

Next, look at your martech stack to determine which vendors you are relying on to hold any of your customers’ data or perform some sort of communication on your behalf. Make sure you understand their privacy policy and if they are at odds with your own.  

Finally, if you haven’t already, stop buying lists. You don’t want to run the risk of getting some EU citizen.

I think enforcement will be gradual with some smaller cases at first and more than likely one or two landmark cases that test the limits and help establish some definition and legal precedence.

Caitlin Culbert, Marketo Practice Director, The Pedowitz Group

Depending on the size of your business, engage legal representatives to help determine how much if any risk you want to take on. How are you choosing to interpret the law, and what decisions is that driving in your organization? How large or small is your exposure? What changes to data collection are you making? What changes to your forms are you making; have you implemented a double-opt in? What changes have you made to your use of inferred data? How are you addressing the use of all the public domain email addresses where establishing the country of residence of the recipient is difficult or impossible?

We have identified all the public domain email addresses, and based on the country or inferred country, we are excluding them from our email campaigns until we obtain the double opt-in. We are adding double opt-in to our forms for visitors from outside the U.S. and Canada. We will be changing our website to alert visitors about our use of cookies.

David Raab, Founder, CDP Institute

Alas, many B2B businesses are just starting to look seriously at GDPR. At best, they only have time left for short-term fixes. One easy change is to review your privacy statement and terms of service to ensure they comply. Then, of course, you’ll need to change the underlying processes to match the revisions. This could well mean a halt in much of the data sharing until you’ve secured proper consent. This can be limited to data related to EU persons, so you might put some filters on data-sharing programs to block transmission of those records, without disrupting the rest of your operations.

We never shared data with unaffiliated organizations, so we didn’t really need to change much beyond clarifying our privacy policy. Our CRM vendor deployed some features such as an option for users to review and erase their data, so we are compliant in those areas. We are currently reviewing our opt-in emails and may change some language to include more explicit consent.

One very interesting question is whether GDPR will end up creating a global standard. There’s much less government appetite for privacy enforcement in the U.S. and much more business resistance. But it will be considerably easier for many big companies to apply the same rules globally and some U.S. consumers may be attracted by firms that commit to GDPR-compliant practices.

Brian Hession, President and Founder, Oceanos

Businesses should audit their data and isolate contacts residing in the 28 European Union countries and their associated territories. This is straightforward, but stakeholders should recognize that postal addresses, especially if sourced from third parties, often contain a company’s headquarter address.

With GDPR, you need to understand where the person resides. This requires an overlay of self-reported location data. It’s not uncommon to uncover that up to 4% of records with a U.S. postal address align with a person that resides internationally. This is a hidden risk facing organizations that seek to comply with GDPR in good faith.

Here at Oceanos, we’ve rolled out a complimentary GDPR data screen to help our clients identify contacts residing in the affected geographies. Since there is a lot of confusion with some of the law’s basic terms — such as “data subject” — it’s likely enforcement will be focused on EU organizations first.

The post GDPR Countdown: Experts Sound Off On Last-Minute Preparations appeared first on Demand Gen Report.

The Challenge

Okta’s website features thought leadership white papers, case studies, webinars and more. But to access these resources, as well as live events and virtual training, visitors must complete a request form.

Lennard Fischer, VP of Global Demand Generation at Okta, discovered that roughly 10% of website traffic was being converted into leads, while the other 90% of visitors were abandoning landing pages without further action.

Of the converted traffic, only 0.47% were new-net contacts — half of which included non-business email addresses or false contact information. As a result, Fischer’s team needed to review and filter all new leads before sending them to SDRs.

The Solution

To address the company’s 90% abandonment rate and cultivate both a higher volume and higher quality leads, Fischer utilized Hushly’s Conversion Rate Optimization (CRO) solution, which is designed to reengage website visitors who are about to leave the webpage. The software was added to all of Okta’s landing pages.

When someone moves their mouse towards exiting a web page, Hushly presents a pop-up preview of the resource and prompts the person to watch the video or download the file. It also asks visitors for a verified business email address and LinkedIn profile. By doing so, Hushly aims to convert abandoning visitors into double opt-in leads and generate a verified and enhanced business profile for each person.

“Hushly focuses on getting web abandoners to give their business email in exchange for the [resource] offer,” Fischer said. “Then, Hushly enriches that business email with the additional contact elements you need to create a lead and pass it seamlessly to your marketing automation platform.”

The Result

By applying Hushly’s conversion optimization software to its landing pages, Okta created 126% more high-quality, net-new website leads from visitors who would have previously abandoned the page. As a result, 595 new leads were generated, which led to 293 influence opportunities and 34 closed deals.

“Hushly is an essential element of our martech stack,” said Fischer. “Not only do we convert abandoning visitors into more net-new leads, [but we also] receive human-verified, enriched business profiles. A seamless connection into our website and marketing automation makes things easy.”

The post Okta Elevates Lead Generation 126% With Conversion Optimization appeared first on Demand Gen Report.

FEATURES/FUNCTIONALITY

Hushly aims to detect website abandoners when they are about to leave the web page. The solution intercepts that abandoner and provides a preview of an asset. By showing a content preview, they engage with the asset and are asked only for a business email to gain full access to that content and anything else on the website.

Hushly is also designed to:

• Turn the 90% of website abandoners into double opt-in leads before they leave the website;
• Get website visitors to double opt-in for un-gated content like case studies; and
• Remove the web form just for mobile traffic and get more website visitors to double opt-in.

TARGETED USERS

Hushly targets B2B marketers, including CMOs, VPs of Demand Generation, VPs of Digital Marketing or Director level marketers with demand generation responsibilities. Hushly is used across any vertical using gated content for lead generation.

COMPATIBILITY

Every website lead captured has prospects’ verified business email, is GDPR and CASL compliant, auto-enriched and human-verified with prospects’ LinkedIn Profile.  Hushly publishes human verified website leads, via API to:

• Eloqua;
• Marketo;
• Hubspot;
• Pardot;
• Salesforce; and
• Webhook/Webform.

DELIVERY/PRICING MODELS

Hushly features a tier-based (50 leads per month to 20,000 leads per month) CPL pricing model.  

CURRENT CLIENTS/USERS

Hushly clients include B2B marketers from companies such as Google, Intel, Red Hat, as well as leading security technology companies like Symantec, Palo Alto Networks, Okta and Checkpoint Software.

COMPETITIVE POSITIONING

Hushly turns website visitors who elect not to submit a registration into double opt-in leads, which are GDPR and CASL compliant. Hushly guarantees website leads produced are not “Mickey Mouse” leads, and are human verified against prospects’ LinkedIn profiles.

CONTACT INFO

Hushly

info@hushly.com

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