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Leveraging Data in e-marketing programs: experience feedback
in B2B
20th March 2015
Plan
1. Which Data do we leverage
2. How we collect and process it
3. How we use Data throughout the sales funnel
4. Q&A
25 million
visitorsfrom 157 countries
50 million
searches
1,1 billion
click-stream
Website in 26 languages
Data 2014 - source comScore digital analytix
▬Freemium model▬Multimedia
content (Text, pictures, catalogue, video, PDF, website & social links)
▬Content translated into 15 languages
Our core product: E*Page
Our core product: E*Page
▬Freemium model▬Multimedia
content (Text, pictures, catalogue, video, PDF, website & social links)
▬Content translated into 15 languages
Within a wide range of solutions
▬Comprehensive range of B2B e-marketing solutions
TRAFFIC ENGAGEMENT
+ +CONTENT =LEAD
Generatesanonymous
ROI Stats
A NON IDENTIFIED VISITOR
He searches companies and products on EUROPAGES and clicks to members
websites
Generates identified ROI Stats
AN AUTHENTIFIED
USERHe signs up to contact
members
Social networks
SEO
Corporate& Partnerships Br
and
Equi
ty
Visitors engagement process
A FREE MEMBERHe creates his E*Page.
He posts content on EUROPAGES.
Generates identified ROI Stats
Data collected from the visitors’ journey
Type of Visitor Derived data
Anonymous Browsing activity
• Search expressions• Origin (geographic & referrers)• # E*Page viewed • # Clicks to websites• # Emails sent• Areas & countries of interest
Identified(has sent email) Visitors details
• @• Emailing behavior, RFM,…
Registered Content • Text, videos, pictures, PDF’s, …
Clients & Free Members
Tracking
Data leveraged pursuing 3 main objectives
• Triggered emails to improve E*Page completion
• Interactive maps of searches
• Statistics Newsletter• Trigger email teasers
‘’anonymous’’ visitors• Selling offers
• Enriched ROI Stats NewsLetter
• Triggered emails ‘’identified’’ visitors
• Up-selling emails
Enrich Content Improve Customer Loyalty
Drive Free MembersConversion
Datamining insights
• Reach modeling: key visibility drivers of E*Page
• Free Members scoring: profile openers/clickers vs. non-…
• Customer profiling: propensity to purchase
E*Page completion impacts:• Free member reach > quality of lead• Overall content quality > site reach
System scans each completion item and issues triggered emails
Lacks 2 headings
No documents
Enrich Content #1
E*Page completion impacts:• Free member reach > quality of lead• Overall content quality > site reach
System scans each completion item and issues triggered emails
Lacks 2 headings
No documents Added 2
headings
Added pictures
Doc tab generated
Enrich Content #1
Emails to members to improve E*Page completion• Campaigns towards existing
members base• Ongoing triggered emails to
recent members
Improves content > traffic Re-engages Free Members through
improving their reach
Enrich Content #1
Search data is leveraged to generate content and provide visitors with insights
Enrich Content #2
User generated
dataData
processing& enrichment
Company rendered
knowledge
Search data is leveraged to generate content and provide visitors with insights
Enrich Content #2
Enriches content Improves UX & engagement Drives loyalty
Monthly Newsletter displaying visibility statistics• 1M per month• 50 countries• 12 linguistic versions• Avg. open rate 2014: 17.3%
Nurtures relationship Engages Free Members
Drive Free Members Conversion
Derived data monetization
Triggered email « teasers » with anonymous contact info• Each time an E*Page is viewed or a
click performed
Drive Free Members Conversion
Communicates Europages value Generates leads for the salesforce
« A professional in the cereals driers sector located in France has visited your website on 12-02-2015 »
Want to know more?
CONTACT US
Monthly Newsletter displaying ROI statistics• Transparency on ROI figures at the
core of the value proposition
Builds confidence Facilitates renewal
Improve Customer Loyalty
Improve Customer Loyalty
Triggered email with detailed contact info• Each time an E*Page is viewed or a
click is performed
Generates leads for customers
« Mr Dimityr Kezham procurement officer in the domain of auto switch sector located in Belarus has visited your website on 08-01-2015»
SEE THE FULL REPORT
Improve Customer Loyalty
Customer LeadGen report
Improve Customer Loyalty
On-site E-mailing On-demand
NewsLetters and triggers
