This presenation gives an overview of where technical buyers are today in utilization of the internet for their research and buying process. It also defines the impact it has had on the sales process and how to design your website for effectiveness with technical buyers. It also discusses how to measure your site's effectiveness and define it's ROI.

1. Websites &Return on Investment Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc.

2. A Show of Hands How many of you… …are currently successfully generating opportunities online? …think you could be doing a better job generating online opportunities? …are not sure where to start?

3. Buyer’s Perspective 5 to 20+ hours a week -- amount of time buyers spend online searching for information - Source: Outsell, Inc

4. Buyer’s Perspective Based on B2B Survey by: Of 1,082 Technical buyers who participated in the survey . . . “We found a heavy reliance on online research in all aspects of the purchase cycle. We also found that as prospects become aware of potential offerings through offline channels, they naturally turn to online sources to find out more about them.” “… we were struck by how integral online research is and how it virtually mirrors the influence of traditional highly influential factors, such as word of mouth, trade shows and trade publications.”

5. How products used to be purchased . . . I need a … Where do I get it? Shop Months Evaluate Negotiate Buy

6. … Today (in the Internet era) I need a … Where do I get it? Online Shop Evaluate Negotiate Prospect contact Buy

8. They are more informed when they do call

9. You must place your website in the path of prospects

11. 74.4% choose an organic link

12. 18.7% choose a sponsored link – 12.2% clicked on a top ad while 6.5% clicked on the right rail ads

14. Searchable Technical Content – easy to navigate

16. Contact Information – easy to find

17. What do other people think about this product or service?“When asked what the top influences were on the purchase decision, respondents across all phases indicated that the website of the vendor . . . and search engines were the most important influencers.”

18. Clear Contact Points Products Organized by Type AND Application

19. Engineering Tools Case Studies

20. Engage your visitors with easy to use Contact Forms

21. Case Study Riverhawk Company “Our Internet marketing program is the single best marketing investment we have made.” – Kevin Sanger, VP Sales & Marketing

22. The Company Riverhawk Company www.riverhawk.com Industry: Hydraulic Mounting Equipment Manufacturing Custom Manufacturer & Engineering Services

23. The Problem 4 year old website Not optimized for organic search No standard terminology to describe offering Not reaching prospects with solutions Existing traffic not converting Poor website navigation

24. The Plan Optimize for organic search Streamline website navigation Increase brand awareness as engineering resource / solution provider Improve use of website real estate Develop valued content Establish website performance baseline and competitive analysis Implement web analytics to evaluate improved website performance ROI as success metric

26. April new site published Site baseline: May-June New site data: May - June Approximately 53% more traffic since new site was launched

27. Client found for “name” searches # of Visitors that searched by NAME – stayed the same

28. Client found for “non-name” searches 95% increase in prospect group traffic

29. Visitors that searched by name are now finding more value and staying on site longer.

30. When you combine the site’s ability to engage users and increase traffic the results can be dramatic.

35. The Payoff 53.2% increase in overall site traffic 94.4% increase in prospect traffic 174.3% more prospects stayed on the new website 50 new inquiries per month (phone and email) with a 26% close ratio First year revenue in excess of $750K ROI = 345% Next steps