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Attracting, Engaging and Converting in the Buyer 2.0 World

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NavigationArts’ Senior Consultant Mark Davenport shows you how to optimize your website for an effective online marketing and sales funnel. Learn how to attract, engage, and convert prospects.

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Webinar Mark Davenport Senior Consultant April 6, 2011 Attracting, Engaging and Converting in the Buyer 2.0 World
What We’ll Cover ,[object Object],[object Object],[object Object],[object Object]
Once Upon a Time… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Buyer 2.0 – This Isn’t Your Father’s Demand Generation ,[object Object],[object Object],[object Object],[object Object],[object Object],DG F2F Tele Web Demand Generation Tele/F2F Sales Web B2B Funnel 2000 2011
Buyer 2.0 Does Not Rely Upon a Vendor or its Website One-to-many marketing has been replaced with many-to-many, and you are not in all of the conversations going on about you
The User Experience Now Spans a Digital Ecosystem ,[object Object],Owned Campaign Sites Newsletters Partner Sites Earned Social Online Media Blogs SEO Paid Pay-per-click Banners Paid Blogs Website
Guiding Principles for the Buyer 2.0 World ,[object Object],[object Object],[object Object],[object Object]
Guiding Principle – Create Integrated Persuasion ,[object Object],[object Object],[object Object],SEO Does your story make sense? Campaign Site Website Peers, Experts Website Newsletter Sales Reviews $$$ Audience Prospects Leads Opportunities
Guiding Principle – Shift to an Inbound Mindset ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Guiding Principle – Actively Manage and Nurture Leads ,[object Object],[object Object],[object Object],[object Object],[object Object],$$$ Audience Prospects Leads Opportunities
Guiding Principle – Test, Measure and Refine ,[object Object],[object Object],[object Object],15% 15% .1% 15% 16% 1% Targets __________ Conversion Rates __________ Conversion Rates __________ Conversion Rates Responses MQLs Wins Segment 1 Segment 3 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],7% 12% .8% Segment 2
Getting Focused: Attracting, Engaging and Converting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Attracting qualified website visitors – Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Attracting qualified website visitors – Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Engaging Audiences with Relevant Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Converting them into customers – Offer pathways ,[object Object],[object Object],[object Object],[object Object]
Converting them into customers – Incremental Steps ,[object Object],[object Object],[object Object],[object Object],[object Object]
Converting them into customers – Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object]
Bringing it All Together ,[object Object],[object Object],[object Object],[object Object]
Next Steps ,[object Object],[object Object],[object Object],[object Object],Connect with NavArts ,[object Object],[object Object],[object Object]

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Attracting, Engaging and Converting in the Buyer 2.0 World

  • 1. Webinar Mark Davenport Senior Consultant April 6, 2011 Attracting, Engaging and Converting in the Buyer 2.0 World
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  • 5. Buyer 2.0 Does Not Rely Upon a Vendor or its Website One-to-many marketing has been replaced with many-to-many, and you are not in all of the conversations going on about you
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