Dma2012 idss presentationv3
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Convert More Web Traffic and Demand Investment into Tangible Business via Intelligent Digital Self Service
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Dma2012 idss presentationv3
- 1. DMA Winter Briefing February 23, 2012 Convert More Web Traffic and Demand Investment into Tangible Business Analysis & Opportunity for Agencies Andy McCartney
- 2. Intros Andy McCartney – Managing Partner Personifeye Solutions Group • 25 years experience in marketing, analytics and software • 15 years of ‘eMarketing’ - leadership and practitioner • 2 time VP of marketing • 2 time VP of strategy/services for eMarketing Agencies • Thought leader with CCO, Econsultancy, CMI, DigitalConverts • Focus on digital, demand generation and lead management • 20 years in US, dual nationality (British), Atlanta based Agency Modernization & Growth Consulting Digital Strategy Technology Agencies: Definition6, McKee Wallwork & Execution SOLUTIONS Cleveland, St. John & Implementation Partners, SB&A, Godfrey, LaBreche, MarketVision, Training Richter7, ESW Partners, Heinzeroth, Network Affiliates, Sawtooth Group, Sigma 2 Agencies: LaBreche, Spalding Jackson
- 3. ‘RODI’ TODAY Engagement & Conversion Top Digital Priorities What is Conversion and CRO? Oh Yes The Funnel Which Metric(s) Fail, & Why One Possible Solution Opportunity for Agencies
- 4. Digital Priorities for 2012? Source: Econsultancy Quarterly Digital Intelligence Briefing: 600 client-side and agency respondents Digital Trends for 2012 B2B and B2C, US and Europe
- 5. Conversion – What Is It? • Very Ambiguous Term. In web terms: o Is it ‘% of Visitors who fill in a Form’? o Is it ‘% of Visits to Close’? • It can be many things, but in essence it is the conversion from one status to another, via a single or combination of steps to fulfill an online/stated objective. For example • Single step: # visitors who register for a webinar, or request a call with sales • Multi step: # prospects who become customers via several steps/interactions Conversion, conversion optimization, or conversion rate optimization used synonymously
- 6. Digital Traditional Situation Marketing Marketing Print/Ads Ads, Blogs, Social SEO/SEM Events/Expos TV/Radio Analysis Websites, Microsites Email / Mobile Telesales Content, Video… Other … Interest / Traffic To Web ‘Zones’ Awareness & Demand Generation Score = B Engagement, Capture & Conversion into ‘Tangible Assets’ (Contacts, Prospects, L eads, Business and Outcome from Online Visits? Ongoing Relationships) Next Step: 2-3% Score = D- Sales: 0.2 - 0.3% Source: Marketing Sherpa 6
- 7. For Tangible Outcomes, Think Funnel + %s Conversion steps towards digital relationships and ROI differs between organizations and between B2B to B2C: Demand Generation Multiple Steps e.g. Single Step Longer Sales Cycle e.g. B2C Sample B2B stats: 2-3% of web visitors offer % contact information Inquiry to Close Average 0.32% % Good 0.69% Best 1.35% 7
- 8. A Significant Statistic to Care About • 97-98% of online visits do NOT result in a next step • WHY? next step 1000/month 20-30/month More on social sites X 970-980
- 9. The World Has Changed WHY? Decision Making Has Changed Conversational Marketing Promotional Marketing e.g. B2B Source: Marketo
- 10. WHY? Visitors are not Clicking / Converting • “Nowadays people don’t want to talk to sales until they are 60-70% along their decision cycle” (Sirius Decisions) • Therefore if the only next step or CTA is ‘talk to sales’ then very likely no contact, no prospect. • Common Problem = minimal next step options (or leaky websites with random next steps) “I’m not ready to talk, but I might engage earlier in the (AIDA) cycle if there was reason to ….”
- 11. A Good Example 14% of Clicks • Typical web site, sales phone and contact us/email 86% of Clicks
- 12. Minimal Options for Conversion The Only CTA and Next Step
- 13. Minimal Options for Conversion Incredible Missed Opportunity No engagement, interaction or next steps with 97- Phone Number and Email 98% of visitors
- 14. Solution = “Intelligent Digital Self Service” Minimally: • Offer More Engagement Options, Next Steps and Calls- To-Action along all stages of the AIDA decision cycle • Make Options available in all places (no leaks!) • For B2Bs and more complex sales cycles: Leverage, map & deliver content based on decision cycles. • Transform all web ‘zones’ into lead generation engines, and drive educational and promotional traffic
- 15. A ‘Brochure Site’ with Minimal Engagement
- 16. Solution? Add a ConversionMagnet ‘Zone’ http://www.personifeye.com/demos/wp Demo site with ConversionMagnet Transforms a ‘brochure’ style site .. into a prospect engagement and lead generation site http://www.mikewittenstein.com click on the ‘Take Action Now’ orange button http://www.banyancapital.com ‘Quick Info Access’ green button or lower right triangle
- 19. PLUS Accelerate the Path of Prospects from Multiple Digital Locations ConversionMagnet Social Conversion Regular Demand Generation Tactics + Zone Engagement Traffic Tactics e.g. http://bit.ly/yueTPD URL to zone Add a ‘trapdoor’ link from any social or digital location straight into your white paper conversion zone: http://bit.ly/yueTPD
- 20. Convert from Any Digital Location Source: Creative Traction Add ConversionMagnet ‘trapdoors’ to content and programs within any channel. 20
- 21. Success Benchmarks - Type 1 Customers OUTCOME • 3X as many prospects engaging and taking next steps • Twice as much business sourced from digital OUTCOME • 400% bigger funnel, 3x as many sales ready leads • Growth of prospecting database and ability to form ongoing business relationship (initially via digital) OUTCOME • Before: 2-3 promising leads from website per month (limited universe) • Now: 10-15 prospects engaging with content packs, assessments, requesting meetings
- 22. Success Benchmarks - Type 2 Customer Before ConversionMagnet Primary CTA = Evaluation Signup (24 hr) DemandGen Activities 2-3 emails per week Paid Search (Adwords) Ads in Busdev space Press Release 1/month SEO / refresh PRIMARY Direct mail - to site Avg 25 signups / week 2 blogs = 1% Visits to CTA White papers Twitter: 2-3 per week LinkedIn Groups Website: Signups to Close 2,500 Unique Visits Per Week = 3/week = 12% 3 closes per week = 12% of Signups = 0.12% of Visitors to Close
- 23. Success Benchmarks - Type 2 Customer With ConversionMagnet in Trial DemandGen Activities Secondary CTA Capture Points = SECONDARY 2-3 emails per week 120: Content packs 5% 3% Paid Search (Adwords) 110: Webinar reruns Ads in Busdev space 2% 50: Assessments Press Release 1/month 40: ROI calculators 75: Alert signups Etc etc PRIMARY PLUS URL to zone Avg 51 signups / week Social Trapdoors = 2% Visits to CTA Integrate with CRM & Pardot for nurturing Website: Signups to Close 2,900 Unique Visits Per Week = 6/week = 12% 6 closes per week = 12% of Signups = 0.24% of Visitors to Close
- 24. Digital Traditional Marketing Marketing SEO/SEM Ads, Blogs, Social Print/Ads ConversionMagnet Events/Expos Websites, Microsites Email / Mobile TV/Radio Telesales In a Nutshell Content, Video… Other … Collate primary and Interest / Traffic To Master Website secondary Calls-To- Action, content requests, engagement tools and contact options. Engage ConversionMagnet Tactics Connect at all stages of the AIDA funnel via Intelligent Digital Self Service. ConversionMagnet 24
- 25. Agency Opportunity • ConversionMagnet is a 100% Custom Solution Requiring knowledge, consulting and collaboration with client • ConversionMagnet is Central to Digital Strategy Elevating relationship and stickiness • Revenue Generation: Ongoing Initial Content Full Setup Creation Service Initial Design & Implementation $5k - $50k projects Content Fuels the Solution Ongoing SaaS & Full Service $500 - $10,000+ per month! $500 - $2,500 per month
- 26. Partnering with Agencies • Personifeye partners with agencies to design innovative and results driven ‘zones’. • Step 1: Run a Situation Analysis – Business/Website objective(s) – Target Market/Personas/Journey – Sales Cycle & Triggers – Self Service, Content & Engagement Options – Digital Locations for Ads and Content (e.g. LinkedIn, Blog) – Capture Options for Each Stage of Decision Cycle – Calls-to-action, Alerts/Triggers, Routing, Automation, Mix with Offline • Never ‘One Size Fits All’. Custom solution based on all the variables for client’s target market, sales cycle and likely self-service prospecting mechanisms. 26
- 27. Conclusions 1. Have your clients consider the adoption of an ‘intelligent digital self service’ strategy and ongoing solution. 2. Create an ‘engagement, capture & conversion zone’ that maximizes the opportunity to connect digitally with target markets. 3. Pull higher quality traffic from multiple offline and online locations (e.g. magazine QR code, social site, blog) directly into your conversion zone to lift ROI. Thanks! Contact: andy.mccartney@personifeye.com 27
- 28. DMA Winter Briefing February 23, 2012 Thanks! Contact: andy.mccartney@personifeye.com
Hinweis der Redaktion
- Limited Calls to Action which are hard to findFor example: workshops, free consultations, downloadable content, free trial, events/webinars, newsletters, referral, feedback, current promotions, etc. Reliance on “Contact Us form” Auto-responders are Anti-relationship Site Maps are Inefficient Overall Poor Website Visitor Experience Growing Demand for More Privacy on the Internet – “DO NOT TRACK”
- Digital ROI and ConversionTop Priorities for Marketers Right Now?Status Check: Demand vs ConversionWhat Exactly is Conversion and CRO?Metrics and the Funnel, B2B and B2CHow Can We Improve the Key Metric/WaterfallOne Solution Approach – ConversionMagnetCustomization and Opportunity for Agencies
- This fourth Quarterly Digital Intelligence Briefing is based on an online survey of more than 600 client-side and agency respondents. Adobe and Econsultancy promoted the survey to their respective databases of marketers. Geography: Just over a quarter (27%) of respondents are based in North America and around two-thirds (67%) in Europe. Other countries and regions represented include Australia, South America and the Middle East. Respondents work across a wide range of different industry sectors. The best represented sectors are retail and mail order (15%), education (9%), professional services (9%) and financial services (8%). Just over a quarter of respondents (29%) specify ‘other’ as their sector. Other sectors included public sector/not-for profit and IT. Business focus: The chart below shows to what extent businesses are focused on B2B, B2C, or both. Just under half of respondents (42%) are exclusively focused on B2C, while around a third (32%) are B2B focused. Just over a quarter (26%) are focused on both B2B and B2C.
- Marketing’s Expanding Complexity and Closer Role with Sales Marketing has changed dramatically over the last 5 years, where prospects and customers need to be engaged on their terms with relevant content, engagement and respectful communication. Marketing’s role has also expanded and coexists more with sales than ever before, especially as 90% of all purchases are researched online and decision makers no longer want to talk to sales until they are 60-70% down the decision cycle. The purchasing process has also changed significantly, and so must your ability to create and leverage your digital ‘assets’. Marketing must attract and move prospects much deeper into the funnel than ever before, intelligently monitoring and engaging them with easily accessible content and automating more self-service until they are ready to connect with sales or business development.
- Situation Analysis: Organizations are employing a variety of digital sales and marketing tactics, tools, channels, assets and practices to generate awareness and traffic to their online web presence. The percentage of that traffic converted to contacts, prospects, leads and actual business is unacceptably low – enter ConversionMagnetWhy is Digital based Business Generation so Poor? Disconnected digital strategy, not aligning with company mission and sales/marketing objectives.Prospects no longer wish to talk to sales until they are 60-70% down the decision cycle.Sites not engaging prospects/leads at all stages of the ‘aida’ sales cycle, equaling opportunity loss of 70-80%. ‘Leaky’ web sites have poor/random access to content, calls-to-action and next steps, missing many engagements‘Contact Us’ form and ‘Call Us’ are the engagement mechanisms, only targeting the bottom of the funnelWhat is Needed?A strong strategy that aligns ‘aida’ tactics with target markets, company mission & sales/marketing goals Coordinated and synchronized traffic generation + engagement/conversion solution.Ability to capture prospects/leads at any stage of the sales funnel, not just at ‘action’ stageAbility to automatically nurture, qualify and convert leads to sales for high percentage closesAutomation of process to minimize lost leads and maximize engagement throughout funnelConversionMagnetis a fully customizable digital ‘piggyback’ solution that transforms a ‘brochure’ style website into an ‘Engagement, Qualification and Conversion’ engine, which results in the generation of significantly more credible and actionable leads for sales closure, as well as the warming and nurturing of leads that do not initially close.
- So what approach should we take if we want to increase conversion and ROI. Think %, funnel stages and how to optimize each step of the journey.Limitations with Today’s Online Conversion Strategies:Disconnected digital strategy, not aligning with company mission and sales/marketing objectives.Prospects no longer wish to talk to sales until they are 60-70% down the decision cycle.Sites not engaging prospects/leads at all stages of the ‘aida’ sales cycle, equaling opportunity loss of 70-80%. ‘Leaky’ web sites have poor/random access to content, calls-to-action and next steps, missing many engagements‘Contact Us’ form and ‘Call Us’ are the engagement mechanisms, only targeting the bottom of the funnelWhat is Needed?A strong strategy that aligns ‘aida’ tactics with target markets, company mission & sales/marketing goals Coordinated and synchronized traffic generation + engagement/conversion solution.Ability to capture prospects/leads at any stage of the sales funnel, not just at ‘action’ stageAbility to automatically nurture, qualify and convert leads to sales for high percentage closesAutomation of process to minimize lost leads and maximize engagement throughout funnel
- What’s different about the B2B selling process compared to say, 5 or 10 years ago?Before the Internet, the B2B buyer making a complex decision had relatively few sources of information. Vendors leveraged that knowledge gap. The vendor sales person was the primary gateway to information the buyer needed to decide – a tremendously powerful position. Fast forward to today. The Internet and social media have triggered a turbulent change – the rich dialog has shifted on-line and away from the sales person. Plus, B2B buyers have become expert buyers. They often know more than sales people. They engage with sales people later in the buying process. If your company has been persuasive on-line, you’ll make the short list. If not, there’s little hope for recovery. The impact on sales productivity is big and irreversible. CSO Insights reports that sales productivity is at a 15-year low point. IDC Sales Advisory says that only half of sales people make quota.
- Problem also = Leaky Websites. Poor navigation and location of next steps. “Can’t find it”What does that mean for digital … when people are not ready to commit to your primary call to action, how else can you engage?Provide secondary calls-to-action and intelligent digital self service
- Offer More Engagement Options, Next Steps and Calls-To-Action along all stages of the AIDA and decision cycle.Make Options available at all times (no leaks!)For B2Bs and more complex sales cycles: Understand and map content to decision cycles, present in an intuitive/timely manner.Transform any web asset into a lead generation engine
- http://www.safeguardcorporation.com‘Quick Info Access’ orange button
- Type 1 – New to Digital, or Basic Online Presence (like a brochure style site)
- Situation Analysis: Organizations are employing a variety of digital sales and marketing tactics, tools, channels, assets and practices to generate awareness and traffic to their online web presence. The percentage of that traffic converted to contacts, prospects, leads and actual business is unacceptably low – enter ConversionMagnetWhy is Digital based Business Generation so Poor? Disconnected digital strategy, not aligning with company mission and sales/marketing objectives.Prospects no longer wish to talk to sales until they are 60-70% down the decision cycle.Sites not engaging prospects/leads at all stages of the ‘aida’ sales cycle, equaling opportunity loss of 70-80%. ‘Leaky’ web sites have poor/random access to content, calls-to-action and next steps, missing many engagements‘Contact Us’ form and ‘Call Us’ are the engagement mechanisms, only targeting the bottom of the funnelWhat is Needed?A strong strategy that aligns ‘aida’ tactics with target markets, company mission & sales/marketing goals Coordinated and synchronized traffic generation + engagement/conversion solution.Ability to capture prospects/leads at any stage of the sales funnel, not just at ‘action’ stageAbility to automatically nurture, qualify and convert leads to sales for high percentage closesAutomation of process to minimize lost leads and maximize engagement throughout funnelConversionMagnetis a fully customizable digital ‘piggyback’ solution that transforms a ‘brochure’ style website into an ‘Engagement, Qualification and Conversion’ engine, which results in the generation of significantly more credible and actionable leads for sales closure, as well as the warming and nurturing of leads that do not initially close.
- Limited Calls to Action which are hard to findFor example: workshops, free consultations, downloadable content, free trial, events/webinars, newsletters, referral, feedback, current promotions, etc. Reliance on “Contact Us form” Auto-responders are Anti-relationship Site Maps are Inefficient Overall Poor Website Visitor Experience Growing Demand for More Privacy on the Internet – “DO NOT TRACK”