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Turning Your Website into an AUTOMATED MARKETING
MACHINE
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Janelle JohnsonDirector, Demand [email protected]@janelle_johnson
Linda WestManager, Demand [email protected]@misslindawest
Today’s Presenters
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1. Your Website, Your Greatest Marketing Asset
2. Web Analytics vs Website Visitor Tracking
3. 5 Must-Have Website Features:
1. Search Engine Optimization
2. Website Visitor Tracking
3. Landing Pages & Optimization
4. Lead Scoring
5. Sales Insights
Agenda
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Three Stages of the Marketing Funnel
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More than 100 Billion searches each month
Over 82% of all product research begins with a web search
Inbound leads have an 8x greater likelihood of closing
compared to other leads
Sources: McKinsey & Company, Pew Research, Act-On
Did you know?
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Your Website: Your Greatest Marketing Asset
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Website Visitor Tracking vs Website Analytics
Web analytics
• Broad focus on website optimization and performance
• Measures traffic patterns to help optimize site functionality & online experience
• Common metrics include:– Unique visits & page views– New visitor rates – Bounce rates– Average time on site
Website visitor tracking
• Narrow focus• Individuals’ behaviour while
they’re on your website• Includes:
– Who they are– Where they came from– What precisely they’re clicking on
and engaging with
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SEARCH ENGINE OPTIMIZATION1
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What is Search Engine Marketing?
Putting content in front of people who OVERTLY AND EXPLICITLY
express a desire, via keywords, for a particular PRODUCT, SERVICE
OR PIECE OF INFORMATION.
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What is Search Engine Optimization?
• The process of making a site and its content highly relevant
for both search engines and searchers.
• Successful search marketing helps a site gain top positioning
for relevant words and phrases.
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Make Your SERP Compelling
• Optimize the search
results listing
• Crafted from the
Title and
Description
• It doesn’t matter how
high you rank if
nobody clicks on
your listing
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Don’t Ignore the Long Tail
• Higher conversion rates and better quality traffic
• Long tail keywords are less competitive
• Long tail search helps you rank for difficult terms.
• 70% of search traffic is from long tail search terms
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Keyword Selection
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CAPTURINGWEBSITE VISITORS
2
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How do I Capture Visitors?
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56% of advanced B2B marketers said
content-based offers were their most
successful campaigns.
- Demand Gen Report Research
Create Killer CTAs
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CTAs: Mix Them Up!
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Identifying Anonymous Visitors
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LANDING PAGES: OPTIMIZATION3
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Don’t Get Stuck On Your Homepage
44% of clicks for B2B companies are
directed to a home page, not a landing
page
- MarketingSherpa
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For 2 years running, A/B Testing is the most used method for Improving Conversion.
- Econsultancy
Test, Test, Test!
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What to Test
Subject Line Headline Copy Length
Offers Button copy Colors
Images Form placement
# of Form Fields
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Live Experiment: Control
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Live Experiment: Treatment Overview
Treatment 1 Treatment 2
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Live Experiment: Predicted Winner
Control Treatment 1 Treatment 20%
10%
20%
30%
40%
50%
60%
70%
20%
64%
16%
Predicted Winner
Treatment 1Screen Shot
Treatment 1
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Live Experiment: Actual Results
Versions CR Rel. Diff Stat. Conf
Control – Single Offer, Short Form 58% -- ---
Treatment 1 – Choice of Offer, Short Form 57% -1.3%
Treatment 2 – Choice of Offer, Long Form 51% -11.9%31%
99%
Control Treatment 1 Treatment2
✓
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QUALIFICATION:LEAD SCORING4
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Lead scoring gives your company an objective system for ranking your leads.
Most scoring systems use ranking criteria that fall into two categories:
Group 1: Profile Group 2: Behavior Is the user qualified to buy? Is the user engaged w/ the brand?Demograp
hicsmap
Personauser
Behaviordesktop
Lead Scoring
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All Pages Are Not Equally Important
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Behaviour Point Value
Visitor visited the pricing page. 10
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor clicked on company's Jobs web page. -5
Behavioral Lead Scoring: Online Engagement
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Source: Gartner Research
UP T
O 70
%of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.
Why Use Lead Scoring?
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Source: MarketingSherpa - Jan 2012
The average lead generation ROI for organizations using a lead scoring process is
138%lead generation ROI from those surveyed who were not using a lead scoring process.
78% VS.
Impact of Lead Scoring
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INSIGHT:SALES INTELLIGENCE
5
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Real-time notifications
• Know when prospects or customers visit the site (or even a key page)
Timely engagement
• Be alerted when prospects are most likely ready for a conversation
Sales Intelligence
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• Use every engagement opportunity to learn more
• Share profile data with sales – both demographic and behavioral information
• Gathering intelligence will save sales time and make will allow them to tailor their conversation to the individual
Sales Intelligence
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Next Steps
1. Conduct an SEO Audit
on your website.
2. Identify your lowest
performing pages, and start A/B testing to improve
results
3.Implement website
visitor tracking & behavioral lead scoring
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Free SEO Audit - Act-On Software
Get Started with a Free SEO Audit
Call +1 (877) 530-1555Email [email protected]
Web www.act-on.com
THE FORRESTER WAVE™ LEADERS
QUADRANT
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Janelle JohnsonDirector, Demand [email protected]@janelle_johnson
Linda WestManager, Demand [email protected]@misslindawest
Q&A