Slides - The Missing Link to a Truly Connected Buyer Journey - Folloze Website Engager

Check out the slide deck from our webinar

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The Missing Link to a Truly Connected Buyer Journey

February 2024

Webinar

Speakers

David Brutman Co-founder &

Chief Product Officer

Mary Gilbert Chief Marketing Officer

Eric Dinh Senior Customer

Solutions Engineer

Engagement is the currency

vs.

Not Engaged

Up to 13% revenue decrease

Engaged

23% revenue increase

Source: Gallup

Digital Buyer Journey

Modern Buying Experience requires Connected and Compelling buyer journey

~15% of buyer journey is spent on the website.

Awareness Personalized Website

Majority of time spent learning. Target, relevance, and high value

are key.

Discovery Targeted Programs:

ABM, Demand Generation, Content Marketing, Events

Consideration / Purchase

Sales Process assisted by Digital Assets

Experience is a differentiator and accelerator.

Introducing:

Folloze Website Engager

Turn your website visits into engaging, personalized experiences

● Generate rich 1st party engagement insights

● Use as a Launchpad for a Full Digital Buyer Journey

● Boost pipeline generation performance

Use Cases Smart Content Journey Personalized ABX Sections ABX Campaign Page

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Key Capabilities

Personalization and Identity

Native Embedding of a Board in a Webpage

Deep Analytics of every Interaction

Marketing & Sales Connected Touchpoints

On-brand experience Content Experience & SEO

Demo

Process steps

Identify host page

Build board to be embedded

Copy script from Board and Embed in page (1:1 relationship between hosting page and board)

Make changes on the board that propagate immediately

● Enable Embedded Board - required for embedding

● Host Page will be used for all campaigning and links

● Allow to bring Folloze scripts or use instead, website scripts

Setting

Campaigning

● Support for Folloze campaigns, Outreach,

campaign links, etc.

● Landing on board or item

● All identity and tracking is executed

● Unlocks Sales enablement use cases

State Of The Business - CONFIDENTIAL

Analytics

● Instead of visit board,

an event of Viewed

page is presented

● In Pulse and Account

Dashboard

State Of The Business - CONFIDENTIAL

● Enrich the experience with Recommended Content

● Recommendations based on content and visitor correlation and similarity models

● Full AI based recommendations or add predefined content assets

● On-page content viewing experience to keep visitors within the journey

Amplify Website Engagement With AI

ABX Funnel Playbook

Industry case study, offer 30 mts consultancy, drive to ABX campaign

page

Mid funnel content, CTAs to

keep moving them, ROI calculator, exec. thought

leadership

Current partnership info, learn more, cross sell offer, connect

with sales

Launch a content journey with

options to reveal intent or identity

Target accounts Accounts in motion Existing customers Unknown

Thank You Turn your website into a buyer journey accelerator. Integrate full campaign boards, personalized content, or content journeys into your website and watch your engagement grow.

Visit our webpage for details.

Use Cases

Content Journey

Embedding content tracks w/out personalization/ AI

Personalized sections

Add Intelligent offers, meet my account team, custom content

Personalized Campaign Pages

Demand/ABM landing page with personalization/campaigning

Top of funnel/Early interest Engagement, Nurture, Education, Sales Acceleration, Deal Execution

Targeted continuous buyer journey Traditional website (initial journey)

Only 10%-20% of digital journey happens on the website

Pervasive media hub

Rich content centers

Personalized Campaigns

Customer Marketing

Executive Engagement

Nurturing

Deal Rooms

Upsell Campaigns

Website

Personalized content/offers

ABM Awareness Account

Engagement

Targeted Events

Winning demand strategy requires a complete buyer journey empowerment

10%-20% 80%-90%

Buyer Journey Some visual/stats that shows that the buyer journey starts in the website but most of the time is spent in targeted journey paths (next slide can be somewhat leveraged)

The goal is to create Compelling and Connected experiences, with complete visibility

Need to differentiate Folloze Engagement approach from plain Website personalization

Folloze Website Engagement Toolkit (WET) compared to classical Website Personalization

Folloze WET Website personalization

Content Management

AI Content Engine to Power Experience, Standalone Landing Pages

None to developer led content management

A/B Testing Possible, Cannot Route Traffic to Different Variants

Generally Possible

Developer Involvement

None, Self-Service for any Marketers for both creating pages to personalization and advanced features

Initial setup is developer led with involvement in any advanced configuration

Folloze Website Engagement Toolkit (WET) compared to classical Website Personalization

Folloze WET Website personalization

Goal Generate Buyer Engagement that drives interest and pipeline

Improve Website Conversion

Use cases Entire Journey (TOFU+MOFU+BOFU): Personalized story, Content Journey, Campaigning, ABM, Events, Sales Development

(TOFU) Personalize Web Page, A/B Testing

Identity and channels

Inbound and Outbound, known and unknown, unique 6sense/DB integration

Inbound, unknown

Personalization Rich Sections, images, CTA, and Content Tracks via account, industry, intent, contact,...

Varies but focused on sections with limited or no content journey capability

Analytics and Insights

Account, contacts, Engagement, journey insight Variants, Some Person level metrics

Sales Engagement

Sales leveraging personalization (pointing to relevant content in web pages)

Limited to No Sales Engagement

Content and Engagement

Data and AI

Experience and Personalization

Folloze is Designed for B2B buyer Journey

No-code, Personalized Experience, On brand,

Content-powered, Generates 1st Party

Intent signals

Marketers are taking responsibility for the full funnel

Awareness Research and Consideration Evaluation Purchase Implement and

Service Renew, Expand,

and Advocate

The First And Only No-Code Digital Experience Platform: USE CASE TOFU MOFU BOFU

APPLICATION

● Website Personalization - Product pages

● Website Resource Centers

● Ad/ Conversion

● ABX Awareness ● Lead Nurture ● Event

Registration/ Post Event

● ABX Landing Pages/ Microsites ● Sales Development ● Content Resource Hubs ● Executive Events ● Website Personalization -

Industry Pages

● Deal Rooms ● RFP Responses ● Customer

Onboarding

PRODUCT CAPABILITY

Platform

● No-code board designer ● AI powered Content Center with support for 120+

types of content including streaming and articles ● Personalization Engine ● Engagement Dashboards ● Turnkey integrations with MAP, CRM and ABX Data

providers ● Campaign links ● SEO

+ Sales Development + Sales Enablement

● Collaborator access(contact card, engagement alerts

● On-Behalf-Of campaigns ● CRM integration, Outreach

integration ● Embedded account dashboard

● Protected board (2FA, Password)

○ Identity resolution via 2FA

● Content access per email

+ Website Engagement & Personalization Tools Embedded Boards/ Sections/ Content, Resource center/ Media hub, Content binging modal, SEO mapping, Website URLs, Website Engagement Analytics

+ Events Event Registration, Auto email confirmation, Calendar support, Simulive/On-demand/Real-time delivery, Event Media hubs

Engagement is the new currency

Only way to win is to focus on Engagement

Here’s how we’re doing it.

1st Party Engagement Signals: “Engagement Valets” handoff from digital to human

Here’s how we handoff:

Folloze Engagement Dashboard

Access all your engagement metrics and analytics in one place—see the big picture for an account, multiple accounts, or drill down to the individual level.

Engagement Program Launch

It’s powered by a new set of priorities

INSIGHT

● Uncover buyers with persistent identity

● First party intent to guide the next best action

● Fully integrated CRM/MAP/ABM platforms

AGILITY

● Campaign execution in days, not months

● Everyone on the GTM team acting together

● Speed-to-market advantage

ENGAGEMENT

● Personalized, engaging digital experiences

● Full customer life cycle

● The same level of experience across all touchpoints

Yesterday’s campaigns: A few web developers, dozens of marketers/sales people waiting

Today’s campaigns: No developers, dozens of marketers all running in sync

Cost

Slow Broad Generic 2% conversion

Q1 Plan

Q2 Build

Q3 Execute

Fast Relevant Targeted 5x more pipeline

Unlimited Campaigns

Scale, cost savings, 5x results

Get Unmatched Agility: Save Time and $$

Buyer Centric, Targeted, High-Value Digital Experiences Engaging Experiences in Your Demand Generation and ABM Programs

ABM 1:1 Industry Resource Center Segment Marketing Ad Campaign ABM 1:many

Folloze - The Connective Tissue: Driving Engagement And Deep Insight (1st Party, Contact +Account) Along The Entire Buyer Journey

Contact (PII) + Account Behavioral Analytics

B2B Buyer Jou rney Powered

By The Folloz e

Website/ in-app modules

Ad conversion Nurture

Live Events Sales/ CS Engagement

Slides - The Missing Link to a Truly Connected Buyer Journey - Folloze Website Engager

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