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Web Site Optimization & Automation

The Path To Maximizing Lead Generation and Conversion

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Presented By:David Terry

VP MarketingHot Banana Software Inc.

About Hot Banana• Hot Banana is wholly-owned

subsidiary of J.L. Halsey - a publicly traded company

• Web Content Management for SME marketers

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

Source - Lead Generation For the Complex Sale by Brian Carroll (McGraw-Hill 2006)

Old View Of Lead Generation

Source - Lead Generation For the Complex Sale by Brian Carroll (McGraw-Hill 2006)

Old View Of Lead Generation

Source - Lead Generation For the Complex Sale by Brian Carroll (McGraw-Hill 2006)

New View Of Lead Generation

eMarketing

Your Web Site Is At The Center …

Web

Banners

Public Relations

Branding Direct Mail

Email Marketing

Search Marketing

Partners & Affiliates

Print Advertising

Loyalty Programs

Television Events

Web

Public Relations

Direct Mail

Email Marketing

Search Marketing

Partners & Affiliates

Loyalty Programs

Television Events

Branding

Print Advertising

… The Center of All Marketing Activities

WEB

Public Relations

Direct Mail

Email Marketing

Search Marketing

Partners & Affiliates

Loyalty Programs

Television Events

Branding

Print Advertising

So The Web Site Has Mission Critical JOB TO DO!

WEB

The Web Site Has A Job To Do!

Maximize TargetTraffic

Increase Web Site Visitors

Convert Leads

Sales Results !!!

AcquireQualified

Leads

Track and Measure

Optimize Your

Web Site

But Does It Have The Tools To Do The Job?• SEO / SEM / PPC

• Editing Content

• Brand design lock down

• Internal Search

• email Marketing

• Micro Sites

• Landing Pages with A/B Testing

• Web Forms

• Web Analytics

• Content Personalization

& Customization

Engage Prospects

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

… 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

Low HigheMarketing Campaign Value

Proactive

Link ManagementContent

categorization/segmentation

PersonalizationCalls to ActionMulti-channel

distribution

AdvancedSingle-sourced

control and metadata

Rich media management

Multi-site managementOpen API for

integration

BasicAuthor/edit

Site based-controlDelivery

ArchivingScalability

Source : The Gilbane Group (2007)

The Evolution Of Web Content Management

Optimized

Email marketing managementSearch engine optimization

Behavior pattern recognitionAnalytics

Campaign-based reportingCRM/SFA integration

A/B TestingLead Generation Engines

“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

The Evolution Of Web Content Management

What Type of Web Content Management System Do You Have?

• Basic• Advanced• Proactive• Optimized

How Do We Unlock The Power Of

A Web Site?

What Are We Looking For?

ROMI = Measurement and Analysis

Integrated Brand Management Positive Customer Experiences

Positive Results

Web Content Management - The Enabler

Content Consistency

Context

Usability

Tracking &Measurement

Web CMS - Content ConsistencyThe 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

Web CMS - Usability and ContextUnderstand 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

Web CMS - Web Site OptimizationFine 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

Web CMS - Web Site AutomationThe process for acquiring, converting and transferring leads from Web Forms to sales

• Create a “Closed Loop” processEmail, landing page, Web form to CRM/SFA

• Launch and manage eMarketing campaignsEmail MarketingNewslettersMedia ReleasesEvent and Survey Management

• Landing Pages with A/B Testing

• Web Forms with lead scrubbing, verification and deep SFA/CRM integration

Web CMS - Measurement and AnalysisUse 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.

Some ChallengeseMarketing: as much a strategy as

a set of technologies and processes

Typical Challenging Goals:– Increasing Web site traffic & visitors– Targeted & qualified lead generation– Maximized lead conversion – Brand consistency– Consistent retention and nurturing communications– Promote up-sell/cross-sell opportunities– Precise analytics for measurement – Continual, closed-loop campaign improvement

People

Technology

Process

YIELD

People

Technology

Process

YIELD

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

Technology

Process

YIELD

People

Technology

Process

YIELD

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

Technology

Process

YIELD

People

Technology

Process

YIELD

Case Study:

A Simplified Web Site to SalesLead Generation

Scenario

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

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 warmsuspect

The Web Site Pipeline Process

5. Captured Lead Transferred to Sales CRM As A Warm Suspect

4. Fill Out Form And Capture Data

3. Directed Traffic Going To A “Call To Action”Web Page

2. Check Out Pricing And Product Information Pages

1. Raw Unique Visitor Traffic On The Web Site

200

225

500

1500

4500

% close rate of visitors to leads = 4.4%

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%

Leads To Sales Results

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. 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

Out of 4,500 Web site visitors – we have 200 qualified leads

% close rate of visitors to leads = 4.4%

Total Marketing Cost = $10,000Cost Per lead = $10,000 / 200 = $50% close rate of leads to sales = 5%# of closed sales per month = 10Av. sale size $30,000Revenue from Web site = $300,000 per month

Web Site Conversion Metrics:

What Could We Improve?1. Get more out of the marketing budget – more leads

2. Lower the cost per lead – From $50 to $45

3. Attract more traffic – Extra 500 visitors

4. Track the lead source and assign $ revenue to the actual marketing activity

5. Improve the Web site conversion rate 4.4% to 5%

6. Optimize and Automate the Web site pipeline to make the entire lead generation process more slick, efficient and effective

7. Get the sales team to be more productive and efficient 5% To 6%

Best Practices To Remember1. Implement the best Web analytics programs to track back leads to specific

marketing campaigns

2. Select the most cost effective marketing channels to generate the most leads

3. Optimize and automate as much of the Web site as possible – including building Web Forms that are tested and generate results

4. Set your Conversion % Goals – measure where you’re at today and then set month by month goals to improve your metrics

5. Calculate the number of visitors to leads ratio and leads to sales ratio – what is required to meet the sales revenue goals?

6. Continually demonstrate ROMI

So Which Technology/iesShould We Use?

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

What Are Marketers Looking For?1. A technology that’s easy-to-use and non-technical

2. Save time, money and people resources

3. Total Control over eMarketing campaigns and programs

4. Manage, Automate And Optimize the Web site

5. Minimal IT support time and outside resources

6. Create Landing Pages with A/B Testing and Web Forms on-the-fly

7. Integrated and automated Web analytics and email marketing

8. Send Web Form Data to CRM / SFA, databases and emails

9. Search Engine Friendly – SEO and SEM

10. Social Media Optimization

11. Need a Single eMarketing platform

• 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.

It Is Becoming Real!Think Of The Web Site As An

Automated Sales Rep

A Web Content Management System Is The eMarketing

Platform Of The Future

ConclusioneMarketing 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. Maximize Web Site Traffic2. Capture Sales Leads3. Convert Leads Into Prospects4. Transfer Leads to Sales

4. Auto populate the CRM, SFA, email Marketing databases

5. eMarketing should drive sales, period.

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