Adopting the Latest in Online Lead Generation Tactics January 17th, 2007
Introduction
! Welcome ! Topics to be covered today include:
- Leveraging other websites to generate leads (listing of content) - Attracting visitors to your website - Converting visitors on your website to leads - Marketing Dashboard for Online Leads - Integrating Online Lead Generation into Salesforce.com or equivalent
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Introduction: Kevin Joyce
Senior marketing executive with 24 years of experience in the high-tech industry, in engineering, marketing and sales. Ideally suited to help firms who have complex products and markets, looking for rapid growth
! ! ! ! ! !
CEO of Rubicon Marketing Group Former Vice President of Marketing at Unicru Director of Sales at IBM Director of Product Marketing at Sequent Computer Engineer at Floating Point Systems MBA in Marketing from the University of Portland
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Introduction: Jeff Cram
Jeff Cram co-founded ISITE Design in 1997 and leads ISITE Design’s strategy group and Boston office.
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Helped establish ISITE Design as national leader in Web strategy, design and technology services Has consulted for Siemens, Xerox, Nike, Nintendo, WebTrends and others Speaks frequently on topics including web analytics, online marketing, search engine marketing and web usability Prior experience working in online roles at Nike and WebTrends
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Definition
! For the duration of this webinar: LEAD: ‘A suspect or a target becomes a lead when you establish at least one means of communicating with them.’ ! This webinar centers around driving suspects to opt-in with their information for the first time and thereby become leads
Suspects Visitors
Conversion Rate
Leads
Qualified Leads
Conversion Rate
Opportunities
Deals
Conversion Rate
Win Rate
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Online Lead Generation Context
! Online lead generation methods
1. Leveraging other websites and people 2. Leveraging your own website
a. attracting visitors (SEM, PPC, Banner Ads, Blogs, Forums, RSS, Links, emails etc) b. converting visitors (Registration forms, inquiries etc)
Content Listing
1.
Your Site
2.
SFA
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Examples of Content Listing Vendors ! Excludes Magazine/Directory listings that drive visitors to your site ! Excludes Comparison Shopping websites such as shopping.com or shopzilla ! The list below can be classified as Information Exchange
-KnowledgeStorm (business and technology) -TechTarget/BitPipe (35 IT niche sites including Forbes.com) -CNET / TechRepublic (and other properties including ZDNET) -InfoTech -To some extent the industry analysts
! ReliableRemodeler.com is more “multiple fee” oriented
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May I Take Your Order?
Today’s Menu
Appetizers E-mail Newsletter Link Building Main Dishes Pay Per Click Co-Registration Word of Mouth Public Relations New Specials Rich Media Video Podcasts SEO Send to a Friend
Banners Sponsorships E-mail Segmentation Offline Advertising
RSS Multivariate Testing Behavioral Targeting
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Successful online lead generation is a conversation
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Join the Ecosystem
Your Website
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Tools to Extend Your Reach
RSS Flash
Podcasts Video
Sitemap XML Feed
Shopping Feeds
Website
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Digg
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You Tube
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Del.icio.us
del.icio.us.com
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Squidoo
squidoo.com
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Feedburner
feedburner.com
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Technorati
Technorati.com
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Business and Social Media Usage
Which of the following types of social media does your company use?
35% 30% 25% 20% 15% 10% 5% 0%
ds ar Bo
33% 27% 24% 19% 17% 11%
tin lle Bu e/ ag ss e M
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ng O n lin e
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is d Po c
t as
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Source: Report, “The Hype is Real: Social Media Invades the Inc. 500,” Mattson, Barnes, January 2007, based on survey of 121 firms
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Business and Social Media Usage
How important is social media to your business/marketing strategy
45% 40%
40%
35% 30%
26%
25% 20% 15%
19% 13%
10% 5% 0%
2% Very important Somewhat Important Somewhat Unimportant Very Unimportant No Response
Source: Report, “The Hype is Real: Social Media Invades the Inc. 500,” Mattson, Barnes, January 2007, based on survey of 121 firms
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Content is King
It starts with relevant and compelling content
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Co-Registration
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So you got them to your site. Now What?
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Conversion Rate – Know Yours?
4%
1% 15%
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Optimizing Website Conversion
Dynamic landing pages & Multivariate Testing
A
B
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Landing Page Optimization Tips
! Keep the forms short (and appropriate) ! Content aligns with prior message (am I in the right place?) ! Clear call to action ! Keep key content above the fold ! Fast loading ! Customer and benefit focused copy ! Remove extra site navigation ! Go beyond the landing page where necessary ! Create unique thank you pages for each form ! Use AJAX to make the forms dynamic ! Test, Test and Test
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Rich Media – Don’t be Boring
Create engaging & persuasive experiences with rich media
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Expand Your Lead Gen Offers
! ! Find the balance between free and registration-based content Standard lead generation
E-mail newsletter Information request Contact a sales representative
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Develop valuable educational offers and services
Pre-recorded webcasts and podcasts Upcoming webinar and event signup Educational white papers and eBooks Live Chat Product trial or downloads Online demo requests Product alerts (E-mail & RSS)
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What’s Next? Behavioral Targeting…
! Watch and track user behavior and use the information to provide them with more relevant content and offers ! Your site gets smarter as more people use it ! Automates the process of acting on analytics ! Emerging vendors such as Baynote and Touch Clarity
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Measurements
! Weekly Reviews
Measure weekly trend for visitors, conversions, leads Measure conversion rate, bounce rate, behavioral statistics
! Monthly Reviews
Measure historical trends for Visitors, Conversions, Leads Integrate SFA Lead data with Marketing Automation data Measure Sales Funnel health to meet forecasted needs
! Quarterly Reviews
Measure Campaign efficacy Measure Marketing ROI Measure funnel created versus goals
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Weekly Marketing Dashboard
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Weekly Marketing Dashboard
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Monthly Dashboard
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Monthly Visitors-to-Lead Flow
SFA Data
Media Text 500 1000
Whitepaper Quote Request Demo Urgent Info Request Podcast eBook Webcast Blank Evaluations Trial Download Event A 1250 43 238 128 38 4 48 0 6 8 1
Ad
Newsletter/ Email/Other Organic Non-Brand Organic Brand Conversions 26500 Downloader Browser Bouncer
550
Keywords-NB Keywords-B Sites
Keywords-PPC Ads Bid value
2000 6000 5000 2000 10000
1950 Case Study 14000 10000 Whitepaper Datasheet Brochure Other PPT ZIP MP3 1306 1722 999 16 175 75 20 76
Visitors
Referral PPC Direct
Web Data
Marketing Data
SFA Data
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Tracking Every Lead in your SFA
Lead Type Sales Marketing
Lead Source Website Incoming Email Partner Telemarketing Listed Content List Purchase
Conversion Source Whitepaper Podcast Online demo Trial Download Information Request Webcast Newsletter signup
Track Activities (Marketing database) AND Track Leads (SFA)
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Thank You!
For more information, or to contact the speakers directly: Kevin Joyce, CEO, Rubicon Marketing Group www.rubiconway.com kevin.joyce@rubiconway.com Jeff Cram, Co-Founder, ISITE Design www.isitedesign.com jcram@isitedesign.com
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