Web tip: an insider’s look at B2B marketing integration

caitlinThis week, we welcome a guest post from one of our Online Marketing Managers, Caitlin Kelly. Caitlin played an integral role in setting up the Popware and A Mere Truffle websites, demo environments that show in real-time how Silverpop can be used to integrate behavioral marketing directly into your website. Here, she gives you a behind the scenes look at Popware. Let’s take a closer look…

What is behavioral marketing?

The idea behind behavioral marketing is simple: you can take bits of data gleaned from customer interaction, and use this to personalize all future contact. Sounds like a no-brainer, right?

This type of marketing engages customers on an individual level. Doing so can really help bump up conversions and other important metrics; our client Paper Style, for example, saw a 330% increase in revenue per mailing with the addition of a wedding-targeted behavioral marketing email campaign! (See our free case study for more information on the Paper Style campaign.)

Behavioral marketing isn’t just limited to use in email, however. These tactics can be implemented on any number of different levels, from email to social or even website platforms.

To see an example of behavioral marketing in action on a website, check out the Popware demo site we created for Silverpop at popwaredemo.com. As you move through the site, you’ll notice various content updates based on your behavior and the data you provide. Let’s take a look at a few examples of behavioral marketing on the Popware site and explain how we did it:

Popware: Homepage

Industry form: to the right of the large tablet + phone image, you’ll see a progressive form with dynamic content on the confirmation page. Selecting the appropriate information will result in a different customized solution (based on a lead’s indicated industry and company size). The link sends the visitor to the specific industry product page in which they are interested.

Try it: answer a question, and then refresh the homepage. You will see a new question appear. (Note: you would not need to refresh during the course of a traditional visit to the site, since pages automatically update as you return to them. However, refreshing pages now will let you take a look at this process in ‘fast-forward.’)

PW-industryVideo: the demo video on the Popware home page incorporates custom event tracking, so the action is recorded (and added to your lead score!) without needing to submit a form.

Whitepaper download: this is another progressive form which shows one question from a selected list at a time, each adapting based on the previous answer. This ensures customers won’t be overwhelmed with questions, but relevant information can still be collected.

Try it: Click download and make note of the question. Refresh the homepage and click download again.

Email: the Popware site takes behavioral marketing one step further by tying website behaviors into email campaigns.

For example, the act of submitting the whitepaper form triggers an auto-responder whitepaper email, personalized with profile information collected on site. The whitepaper email even contains dynamic content, triggered off of the lead’s Free Trial status (see more information about the Free Trial page below).

For example, if leads have not submitted the free trial form, dynamic content in the whitepaper email encourages them to do so. If the free trial form was submitted, this dynamic content field wishes them well and expresses a hope that they are enjoying the trial.

Either way, personalized content in the auto-triggered whitepaper email demonstrates that Popware knows what a lead is looking for, and they’re working to provide that exact information or service.

Popware: product detail pages

Pricing content
: pricing is another dynamic field. If a visitor has not yet entered a value for ‘company size,’ then the question will appear. If the visitor has a value, pricing for that company size will display, with a link to the Free Trial page.

Try it: fill out the form and then refresh the page.

Popware: My Resources


Content resources: each resource is a separate piece of dynamic content, which updates depending on the visitor’s profile. In this instance, the visitor selected Technology as their industry on the home page, so that preference is reflected back in type of material provided on the resource page.

Next to each piece of content is an icon, which the user can click on in order to download the resource. This icon uses the same type of progressive form used to download the whitepaper on the homepage.

My profile: this section is a Silverpop landing page that summarizes all personalized information collected so far on the Popware site.

Lead score: the lead score is dynamic based on a lead model we created for Popware. This lead model tallies the actions and importance of things a user completes on the website – for example, the more forms they submit, videos they watch, or white papers they download, the higher the Lead Score.

(For more on this concept, read the lead scoring model section of our latest blog post).

Lead Rank is a dynamic measurement built off of Lead Score, which assigns users a ‘level.’ To help illustrate all of Silverpop’s functionalities, we have accelerated lead rank. For example, a score of 1-2 defines Level 1 customers, a score of 3-4 makes them Level 2 customers, and a score of 5-6 makes them Level 3 customers.

Popware: Free Trial

Video: this demo video incorporates custom event tracking, so the action is recorded (and added to your lead score!) without needing to submit a form, just like on the homepage.

Free trial form: this form auto-populates with all data available on file. When the form is submitted, an email is automatically sent with the free trial details.

Additionally, users are given the opportunity to see what their sales reps may see with the ‘get your own lead alert’ form. If a visitor submits their own information, they can experience what types of data their sales reps will see.

The takeaways

Why make your site one-size-fits-all, when you could be making it something truly unique?  By integrating behavioral marketing tools into your website, you let customers’ behavior dictate what they see.

And the more closely targeted your marketing is to their interests, the more likely you are to start a lifelong relationship. Don’t let that chance slip by!