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Overview of the key components and architecture of the low-touch sales environment.
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How to build a low-touch sales channel with the Internet marketing
Boris ElpinerV.P. of Online Marketing
Egnyte, Inc.
What products can be sold online? What is a low-touch sales engine? Key components of online sales engine Is your product ready for online sales? Understanding your competitors Who should drive your sales engine? Summary Q&A
If your prospects are searching for it online, you can sell it online.
A complete sales environment designed to acquire customers with minimum human involvement◦ Lowest cost of acquisition◦ Low startup costs◦ Quick startup period◦ Scales as your business grows◦ In-depth customer insight
Data Warehouse
&Analytics
Engine
Test Engine
End-user Marketing
Automation
CRM
Sales Team
Self-support Environment
Web Site
Traffic Generation
Social Media
Web Analytics
Customer Database
Lost Customer Recovery
3rd Party Data
Billing & Finance
Web site designed to self-convert a majority of customers
Multi-channel online lead generation Integrated tele-sales operation to maximize
revenue Self-support system to increase customer
satisfaction and minimize support costs Analytics
Data Warehouse
&Analytics
Engine
Data Warehouse
&Analytics
Engine
End-user MarketingAutomation
End-user MarketingAutomation
CRMCRM
Sales TeamSales Team
Self-support Environment
Self-support Environment
Traffic GenerationTraffic Generation
Social MediaSocial Media
Customer DatabaseCustomer Database
3rd Party Data3rd Party Data
Test Engine Web Site
Web Analytics
Lost Customer Recovery
Billing & Finance
It’s not just about landing pages◦ Engineered traffic management from an entry point to a
conversion point◦ Dynamic content and navigation to match visitors’ interest
Focus on a product◦ Detailed features descriptions◦ Clear explanation of how it works◦ Easy-to-understand pricing presentation◦ Confidence building information
Persistent call-to-action throughout the site◦ Click, call and chat
Lost conversions recovery◦ Capture contact info early◦ Present a more appealing offer on follow up
Test everything◦ A/B Testing◦ Multi-variable testing
Popular test tools◦ Google Web Optimizer – Free◦ Omniture Test & Target
Web site analytics◦ Google Analytics – Free◦ Omniture Site Catalyst
Never-ending optimization process
Data Warehouse
&Analytics
Engine
Data Warehouse
&Analytics
Engine
Test Engine
Test Engine
End-user Marketing
Automation
End-user Marketing
Automation
CRMCRM
Sales TeamSales Team
Self-support EnvironmentSelf-support Environment
Web SiteWeb Site
Traffic Generation
Social Media
Web Analytics
Web Analytics
Customer DatabaseCustomer Database
Lost Customer Recovery
Lost Customer Recovery
3rd Party Data3rd Party Data
Billing & Finance
Pay-per-click campaigns across all engines◦ Start with Google AdWords and expand
Organic search◦ Web site design◦ Rich multimedia content◦ Links from relevant high ranking sites
PR Social media Referral program Affiliate program Partners
How affiliate marketing works Getting affiliates attention
◦ Your product should generate more revenue than competition
◦ Provide sales tools and reports◦ Nurture and support your best affiliates
Avoid channel conflicts Major affiliate sites
◦ Commission Junction (CJ)◦ LinkShare◦ TradeDoubler for European markets
Generate awareness Improve conversion with user ratings Engaging your customers
◦ Maintain an active presence on main social sites◦ Provide easy links to follow your company◦ Provide a way to rate your products◦ Stimulate your community – provide topics to chat about
Data Warehouse
&Analytics
Engine
Data Warehouse
&Analytics
Engine
Test Engine
Test Engine
End-user Marketing
Automation
CRM
Sales TeamSales Team
Self-support Environment
Self-support Environment
Web SiteWeb Site
Traffic GenerationTraffic Generation
Social MediaSocial Media
Web Analytics
Web Analytics
Lost Customer Recovery
Lost Customer Recovery
3rd Party Data3rd Party Data
Customer Database
Customer Database
Billing & Finance
Maximizing revenue◦ Increase conversion rates◦ Close larger deals◦ Up-sell/cross-sell ◦ Improve customer retention
Fully integrated into the online sales process
Data Warehouse
&Analytics
Engine
Data Warehouse
&Analytics
Engine
Test Engine
Test Engine
End-user Marketing
Automation
CRM
Sales TeamSales Team
Self-support Environment
Self-support Environment
Web SiteWeb Site
Traffic GenerationTraffic Generation
Social MediaSocial Media
Web Analytics
Web Analytics
Lost Customer Recovery
Lost Customer Recovery
3rd Party Data3rd Party Data
Customer Database
Customer Database
Billing & Finance
Data Warehouse
&Analytics
Engine
Test Engine
Test Engine
End-user Marketing
Automation
End-user Marketing
Automation
CRMCRM
Sales TeamSales Team
Self-support EnvironmentSelf-support Environment
Web SiteWeb Site
Traffic GenerationTraffic Generation
Social MediaSocial Media
Web Analytics
Customer DatabaseCustomer Database
Lost Customer Recovery
Lost Customer Recovery
3rd Party Data
Billing & Finance
Monitoring Online Sales Engine Efficiency ◦ Lead & sales data from your database◦ Cost and click data from search engines, affiliates,
partners etc◦ Post-sale revenue data
Near Real-time Data Presentation Web site analytics - Optimizing conversion
process
Data Warehouse
&Analytics
Engine
Test Engine
End-user Marketing
Automation
CRM
Sales Team
Self-support Environment
Web Site
Traffic Generation
Social Media
Web Analytics
Customer Database
Lost Customer Recovery
3rd Party Data
Billing & Finance
Online shoppers compare everything◦ Features◦ Pricing◦ Social media “buzz” - What others are saying
Free tools to gauge your competitors Compete.com Spyfu.com
www.spyfu.com
Company should control the overall management of the program in-house
Develop in-house analytics expertise Maintain in-house web site management Role of agencies Use specialists/outsource for specific tasks
◦ SEO optimization◦ Graphics design◦ Content development◦ Social media management◦ PR
Low-touch sales engine◦ The most cost effective sales channel◦ Easy to scale◦ Gives you in-depth insight into your customers◦ Allows you quickly react to market changes
