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Slide 1: ------------------------------------ Web Site Optimization & Automation The Path To Maximizing Lead Generation and Conversion ------------------------------------ Presented By: David Terry VP Marketing Hot Banana Software Inc.
Slide 2: About Hot Banana • Hot Banana is wholly-owned subsidiary of J.L. Halsey - a publicly traded company Web Content Management for SME marketers •
Slide 3: Presentation Topics • • • Web Site Lead Generation Overview Web Site Tools The Evolution of Web Content Management Systems (Web CMS) Case Study – A Lead Generation Scenerio •
Slide 4: Old View Of Lead Generation Source - Lead Generation For the Complex Sale by Brian Carroll (McGraw-Hill 2006)
Slide 5: Old View Of Lead Generation Source - Lead Generation For the Complex Sale by Brian Carroll (McGraw-Hill 2006)
Slide 6: New View Of Lead Generation eMarketing Source - Lead Generation For the Complex Sale by Brian Carroll (McGraw-Hill 2006)
Slide 7: Your Web Site Is At The Center … Public Relations Television Search Marketing Partners & Affiliates Print Advertising Web Banners Email Marketing Events Loyalty Programs Direct Mail Branding
Slide 8: … The Center of All Marketing Activities Public Relations Print Advertising Email Marketing Television Events WEB Web Search Marketing Loyalty Programs Partners & Affiliates Branding Direct Mail
Slide 9: So The Web Site Has Mission Critical JOB TO DO! Public Relations Print Advertising Email Marketing Television Events WEB Search Marketing Loyalty Programs Partners & Affiliates Branding Direct Mail
Slide 10: The Web Site Has A Job To Do! Optimize Your Web Site Maximize Target Traffic Increase Web Site Visitors But Does It Have The Tools To Do The Job? • SEO / SEM / PPC • Editing Content • Brand design lock down Sales Results !!! Acquire Qualified Leads • Internal Search • email Marketing • Micro Sites • Landing Pages with A/B Testing Track and Measure Engage Prospects Convert Leads • Web Forms • Web Analytics • Content Personalization & Customization
Slide 11: Traditional Web Site Tools … • A Traditional Web Site Has An Adhoc Collection of eMarketing Tools • Many Are Custom Built And Out Of Sync With Other Tools
Slide 12: … To Web Site Engines • Today - A Web Site Can Be A Fully Integrated eMarketing Platform • It Can Be Optimized And Automated And Turned Into A Lead Generation Engine • Everything Seamlessly Working Together For Maximum Web Site Performance
Slide 13: The Evolution Of Web Content Management Proactive Advanced Basic Author/edit Site based-control Delivery Archiving Scalability Single-sourced control and metadata Rich media management Multi-site management Open API for integration Link Management Content categorization/ segmentation Personalization Calls to Action Multi-channel distribution Optimized Email marketing management Search engine optimization Behavior pattern recognition Analytics Campaign-based reporting CRM/SFA integration A/B Testing Lead Generation Engines Low eMarketing Campaign Value High Source : The Gilbane Group (2007)
Slide 14: “The availability of solutions that deliver this reality is an extremely important industry breakthrough.” Leonor Ciarlone, Senior Analyst, The Gilbane Group Strategic eMarketing: Converting Leads Into Profits, April 2007
Slide 15: The Evolution Of Web Content Management What Type of Web Content Management System Do You Have? • Basic • Advanced • Proactive • Optimized
Slide 16: How Do We Unlock The Power Of A Web Site?
Slide 17: What Are We Looking For? Integrated Brand Management Positive Customer Experiences Positive Results ROMI = Measurement and Analysis
Slide 18: Web Content Management - The Enabler Content Consistency Usability Context Tracking & Measurement
Slide 19: Web CMS - Content Consistency The Digital Asset Manager (DAM) is key for Brand Management • Establish product terminology: manage it through centralized access • Eliminate content creation redundancy: collaborate instead and strive for one voice • Keep it short: less copy equals more conversions • Be persuasive and “action-oriented”: write, re-write, edit and test to make sure the content is on target • Invest in a style guide: synchronize color, fonts, and text emphasis techniques • Reuse published content
Slide 20: Web CMS - Usability and Context Understand accessibility standards and follow them – create a great visitor experience • Up to 20% of all Internet users have some form of disability and 10% of males are colorblind • Context begets relevance: know your customers and talk in their “language” • Personalize landing pages according to customer segment, the message (the offer) and the promotion or product • Design effortless interactivity: lengthy forms, surveys, and registration pages are lead generation inhibitors • Ban even the possibility of a “dead” link
Slide 21: Web CMS - Web Site Optimization Fine tune and optimize the Web site for peak marketing performance - Optimize the Web site so it works! • Search Engine Optimization – SEO Laser focus on keywords, robots.txt, metadata, h1 tags, alt tags, page titles • Design Optimization – Implementing XHTML, W3C & CSS best practices and standards – accessability and usability • Web Analytics – On site behaviour, lead source, conversion and measurement – ROMI • Performance Optimization – speed of refresh and image loading
Slide 22: Web CMS - Web Site Automation The process for acquiring, converting and transferring leads from Web Forms to sales • Create a “Closed Loop” process Email, landing page, Web form to CRM/SFA • Launch and manage eMarketing campaigns Email Marketing Newsletters Media Releases Event and Survey Management • Landing Pages with A/B Testing • Web Forms with lead scrubbing, verification and deep SFA/CRM integration
Slide 23: Web CMS - Measurement and Analysis Use Web Analytics and implement improvements of what you learn • Design targeted campaigns based on specific consumer and market information • Execute automated campaigns with integrated, multi-faceted components • Track, compile, and analyze volume, response, and conversion rates to identify successes and failures • Integrate campaign results with SFA and CRM resources • Refine and improve campaigns based on timely, accurate data accessible to a coordinated marketing, sales, and customer service team.
Slide 24: Some Challenges eMarketing: as much a strategy as a set of technologies and processes People Process YIELD Typical Challenging Goals: – – – – – – – – Increasing Web site traffic & visitors Targeted & qualified lead generation Maximized lead conversion Technology Brand consistency Consistent retention and nurturing communications Promote up-sell/cross-sell opportunities Precise analytics for measurement Continual, closed-loop campaign improvement
Slide 25: More Challenges … • • Tight budgets, limited resources IT departments, Webmasters and outside suppliers who take their time making changes or improvements Speculative goals (and results) at best Lack of complimentary marketing, sales, and customer service processes Lack of integration between eMarketing tools, analytics, and Web site management High price points for disparate technologies People YIELD Process • • • Technology •
Slide 26: Even More Challenges … And add an array of technologies: • • • • • • • Search engine marketing, both paid and “organic” tools Personalized Web landing pages RSS-driven content distribution Event registrations, interactive surveys and forms Rich media advertising including video and podcasting Social media advertising within Internet communities, blogs, and wikis Database and CRM marketing People YIELD Process Technology
Slide 27: Case Study: A Simplified Web Site to Sales Lead Generation Scenario
Slide 28: Lead Generation Scenario • A technology company spends $10,000 per month on online marketing - banner ads, Google Adwords, email marketing, etc. The Web site gets 4,500 unique visitors that month By applying Web analytics we determine: – 1,500 visitors are from organic sources • Breakdown – 50% search engines by organic keywords – 50% referrals, bookmarks, editorials, PR, directories etc • • – 3,000 visitors from paid traffic sources • Breakdown – 60% PPC ads by keywords and search engines – 40% email & other paid sources
Slide 29: Lead Generation Scenario • The goal is to convert the maximum amount of raw visitor traffic into qualified sales leads by using a specific “Call to Action” » » » » » » » Webinar Demo Trial Free White Paper Newsletter Request For Pricing Event and Survey Registration • • A well designed Web Form captures the information and closes the lead A Web Form to Sales CRM process transfers the leads to a CRM or SFA, such as salesforce.com, and an email notifies a sales rep immediately to respond That qualified lead now enters the sales team pipeline as a warm suspect •
Slide 30: The Web Site Pipeline Process 5. Captured Lead Transferred to Sales CRM As A Warm Suspect Fill Out Form And Capture Data Directed Traffic Going To A “Call To Action” Web Page Check Out Pricing And Product Information Pages Raw Unique Visitor Traffic On The Web Site 200 4. 3. 225 500 2. 1500 1. 4500 % close rate of visitors to leads = 4.4%
Slide 31: Typical Inside Sales Pipeline Process • • • • • • • • • • • • 100% - Deal Closed – Won and Paid! 95% - Contract Signed 90% - Commitment Made 80% - Price Negotiated 70% - Solution Evaluated 60% - Solution Presented 50% - Solution Developed 40% - Pain Points Discussed 30% - Prospect Completes Demo 20% - Suspect Becomes A Qualified Prospect 10% - Warm Suspects – Web Site Leads 5% - Cold Suspects – Trade Show Leads 100% - 10 deals closed 95% 90% 80% 70% 60% 50% 40% 30% 20% 10% - 200 leads 5% % close rate of leads to sales = 5%
Slide 32: Leads To Sales Results Web Site Conversion Metrics: Out of 4,500 Web site visitors – we have 200 qualified leads 1. – – Can go deeper on the data Track which lead sources generates the actual sales Tag and track return visitors when they come back to the Web site 2. % close rate of visitors to leads = 4.4% Total Marketing Cost = $10,000 Cost Per lead = $10,000 / 200 = $50 % close rate of leads to sales = 5% # of closed sales per month = 10 Av. sale size $30,000 Revenue from Web site = $300,000 per month Use Web metrics as a way to forecast lead generation and predict new sales – Does an Increased marketing spend of 100% to $20,000 per month = Increase of traffic, leads and sales by 100%? Law of diminishing returns does kick in … but a model can be built –
Slide 33: What Could We Improve? 1. 2. 3. 4. Get more out of the marketing budget – more leads Lower the cost per lead – From $50 to $45 Attract more traffic – Extra 500 visitors Track the lead source and assign $ revenue to the actual marketing activity Improve the Web site conversion rate 4.4% to 5% Optimize and Automate the Web site pipeline to make the entire lead generation process more slick, efficient and effective Get the sales team to be more productive and efficient 5% To 6% 5. 6. 7.
Slide 34: Best Practices To Remember 1. Implement the best Web analytics programs to track back leads to specific marketing campaigns Select the most cost effective marketing channels to generate the most leads Optimize and automate as much of the Web site as possible – including building Web Forms that are tested and generate results Set your Conversion % Goals – measure where you’re at today and then set month by month goals to improve your metrics Calculate the number of visitors to leads ratio and leads to sales ratio – what is required to meet the sales revenue goals? Continually demonstrate ROMI 2. 3. 4. 5. 6.
Slide 35: So Which Technology/ies Should We Use?
Slide 36: Essential Components of Profitable eMarketing • Multi-Channel eMarketing is a dizzying array of techniques and technologies: • • • • • • • email marketing Search engine marketing – paid and organic (SEO) Personalized Web landing pages with A/B Testing RSS-driven content distribution Event registration, interactive surveys and Web forms Rich media advertising including video and Podcasting Social media advertising within Internet communities, blogs and Wiki's • • Each technique has a technology silo related to it It’s time to consolidate? But onto what platform? • • • • Email Analytics CRM / SFA Web CMS
Slide 37: What Are Marketers Looking For? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. A technology that’s easy-to-use and non-technical Save time, money and people resources Total Control over eMarketing campaigns and programs Manage, Automate And Optimize the Web site Minimal IT support time and outside resources Create Landing Pages with A/B Testing and Web Forms on-the-fly Integrated and automated Web analytics and email marketing Send Web Form Data to CRM / SFA, databases and emails Search Engine Friendly – SEO and SEM Social Media Optimization Need a Single eMarketing platform
Slide 38: It Is Becoming Real! Think Of The Web Site As An Automated Sales Rep • • • Rather than a wild dream, this scenario is becoming a reality by utilizing a Web CMS-driven eMarketing platform Web Content Management is a Software that allows you to take control of your Web site and manage content changes The Web site is now the center of all marketing activity and is therefore becoming a critical lead generation engine Technology prices are falling - broadening implementation opportunities to an array of small and mid-size organizations Software-as-a-Service (SaaS) models continue to have the greatest impact on this trend, allowing marketers to deploy and manage eMarketing programs with lower upfront costs and reduced risk. • •
Slide 39: A Web Content Management System Is The eMarketing Platform Of The Future
Slide 40: Conclusion eMarketing is a strategy and a set of compelling technologies and practices – so focus them at the Web site and set goals accordingly 1. 90% of eMarketing activities run through the Web site – So the Web Site has to be Optimized and Automated 2. Persuasive content and communications that’s tested and measurable 3. The Web Site Has A Job To Do – Turn Your Web Site Into A Lead Generation Engine - A Robot Outside Sales Rep! 1. 2. 3. 4. Maximize Web Site Traffic Capture Sales Leads Convert Leads Into Prospects Transfer Leads to Sales 4. Auto populate the CRM, SFA, email Marketing databases 5. eMarketing should drive sales, period.
Slide 41: Thank You! Thank You! Download A Free Hot Banana / Gilbane Group Whitepaper: Strategic eMarketing: Converting Leads Into Profits http://www.hotbanana.com/ company/resource-center/white-papers/ gilbane-whitepaper/ David Terry - VP Marketing, Hot Banana Software, Inc. Tel: 705-792-3880 x2222 Email: david@hotbanana.com