Turn Your B2B Website into a Demand Generation Engine
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This document discusses strategies for improving website conversion rates through demand generation. It recommends understanding the buyer's journey, segmenting audiences, mapping content to the buying cycle, and using contextual engagement. It also emphasizes the importance of testing and optimizing through A/B testing. Key technologies discussed include web content management systems, site search, analytics, and marketing automation to provide personalized experiences across channels based on a common understanding of the customer context.
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Turn Your B2B Website into a Demand Generation Engine
- 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Turn your B2B Website into a Demand Generation Engine
- 2. 1 $88.5 billion was spent in the year 2012 on generation website traffic , however only 22% of the companies were satisfied with their conversion rates ZenithOptimedia, Econsultancy – research @2012
- 3. 22 Websites Don't have a TRAFFIC problem, rather a CONVERSION problem Source:@ Bryan Eisenberg
- 4. 3 Buyer 2.0 There is a new buyer in control of the acquisition process; they drive the process and the website is a key tool of engagement Source: marketing Sherpa B2B benchmarking report
- 5. 4 AVERAGE CONVERSION RATES ARE LOW
- 6. 5 92:1 COMPANIES TYPICALLY SPEND $92 TO BRING CUSTOMERS TO THEIR SITE BUT ONLY $1 TO CONVERT THEM @ Bryan Eisenberg
- 7. 6 YOU HAVE 0-8 SECONDS TO MAKE A COMPELLING HEADLINE AND LANDING PAGE. AFTER 8 SECONDS, THE MAJORITY OF VISITORS LEAVE Source - interactivemarketinginc.com APPROXIMATELY 96% OF VISITORS THAT COME TO YOUR WEBSITE ARE NOT READY TO BUY Source - @hubspot PRODUCT VIDEOS CAN INCREASE PURCHASES OF THE PRODUCT BY 144% 1 SECOND DELAY IN YOUR SITE SPEED CAN RESULT IN A 7% REDUCTION IN CONVERSIONS Source - @internetretailer Source - @kissmetrics
- 8. 7 So, how do you make you generate demand from your website?
- 9. 8 THE ROAD TO SUCCESS TO DRIVE CONVERSION
- 10. 9 • Rethink how you turn traffic to leads • Your website is on the critical path to conversion Integrated Demand Generation • Experience and structure are key to driving conversion • Dynamic experiences are in vogue • Content strategy Contextual Engagement • The most important driver of conversion Testing and optimization • Technology that enables conversion • CMS Technology • Analytics • Site Search • Many more.. Technology that enables HOW CAN YOU IMPROVE CONVERSION
- 11. 10 • Customer acquisition doesn’t happen inan instant • Buying lifecycle needs tobe targeted Integrated Demand Generation Awareness Lead generation Opportunity Customer acquisition Need Recognition/ Awareness Information Search Evaluate Options Decision Engagement
- 12. 11 • Critical totarget customers at each stage of the buying lifecycle • Website influences many stages at varying degrees Target customers
- 13. 12 The B2B Customer Life Cycle Website influences the buying lifecycle across many stages 1 2 3 4 6 RetentionAcquisition Digital Marketing Awareness Search Evaluation Purchase Support 5 Upsell SEO Analytics CRM Content Marketing Campaign Marketing CMS Social Media Community Marketing Automation Digital Marketing Technology Website
- 14. 13 Issocial media important for lead generation? • 56% of B2B marketers acquired new customers using social media in2011 Social Media drives demand and engagement
- 15. 14 Link social media toyour main content asset – your website Drive social messaging tocontent assets onyour website Approaches TwitterforLeadGen ■ Organic and promotional Facebook ■ Your customers are people, people who are on Facebook Slideshare Linked-In YouTube Google+ Social Media
- 16. 15 Build link traffic back to the website by using online article distribution, public relations, blogging and social media. Search engines use that traffic to determine relevancy. Regularly publishing new content containing “long tail” key words Long tail traffic can precisely target articles, micro-sites and web content. SEO Generate link-back traffic and long-tail searches through internal and external article distribution, social media and blogs 15
- 17. 16 Your website is part of an integrated demand generation approach
- 19. 18 • 82% of prospects say content targeted totheir specific industry is more valuable • 67% say content targeted totheir jobfunction is more valuable • 49% say content targeted totheir company size is more valuable • 29% prefer content targeted totheir geography *MarketingSherpa2012 Contextual Engagement drives Conversion
- 20. 19 1. Understanding the customer—step intotheir shoes 2. Align withtheir expectations—understand their mindset 3. Know them better than themselves—augment your data Understanding Context Context is about leveraging information about the visitor to optimize the interaction and engagement across all channels “Although the rudiments of context- aware computing have been around for some time now, it is a disruptive technology that has the potential to be a real ‘game changer’ in terms of competitive advantage” Gartner 2009
- 21. 20 Contextual websites Matching content to context Visitor-aligned channel Listen and then respond How context drives engagement Informs delivery of relevant content Informs the experience expectations Creates a reflective dialog Builds commitment Context drives Engagement Context places the experience in the control of the visitor, aligning to their expectations, leading them to the next steps Informational: First-generation websites that were digital recreations of brochures Transactional: Creation of web- based interfaces to business applications Persuasive: Web becomes the primary engagement channel for customers
- 22. 21 Visitor generated: Implicit information captured from the website journey—the “digital footprints” left by the visitor Indicators of preference, predispositions, lead maturity Visitor supplied: Explicit information supplied by the visitor as they complete questionnaires, quizzes and other facilities Common demographics—name, age, gender, interests Externally supplied: Information captured by external service providers, emerging context-enriched services Location, presence, social attributes, cross-vendor buying habits How do you Identify Visitor Context? Context can be identified through implicit, explicit or external means.
- 23. 22 Context starts with understanding what customers want…master the buying lifecycle
- 24. 23 Mastering the Buying Cycle So, you understand what the prospect wants. When do you engage? • Delivering content at the right time iskey tokeeping a prospect interested. • Understanding the Buying Cycle is the next step • When you understand the mindset of the prospect, you know whatdata todeliver, and when.
- 25. 24 Understand your buying cycle Understand your customer’s mindset through the buying cycle journey Segment your audience Determine the target groups within your audience Map the messages Understand and align the messages with the segment and their objections Implement the platforms Implement the multi-channel platforms Using Buying Cycle to Define Engagement Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
- 26. 25 Understand your Buying Cycle Typically, prospects pass through 5-6 stages, from the point of need recognition to a purchase decision.
- 27. 26 Segment your Audience Who is buying from you? Understand the distinct buying groups within your prospect population Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
- 28. 27 Align Content to the Segmentation Identify content that addresses customer expectations. Consider buying cycle, segmentation, pain points and motivators Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
- 29. 28 Mapping content Per stage in the buying cycle Per segment Put yourself in their shoes What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be overcome? Map the Messaging Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would
- 30. 29 Target content against the buying lifecycle The types of content should be valuable and meaningful to buyers ineach stage Having the right content available whenabuyer is looking for it can make or break the possibility of you winningthat business. Content Strategy should be driven by buying lifecycle Buyers will seek out different kinds of content depending on where they are in the buying cycle
- 31. 3030
- 32. 31 Need Recognition Information Search Evaluate Alternatives Decision Engagement In-House counsel – Manufacturing Industry How do we solve these problems What type of employment issues do we have to protect ourselves against? Deeply evaluate preferred option Shortlist providers Other ongoing issues - help with corporate law What services are necessary to reduce our risk? what risks are exposed to? ReferencesEvaluate Each one Research website to find information Who is an expert in this field? Who are the providers out there? How have they solved similar problems who in the firm is the best attorney? Build Relationship Example of a Buying lifecycle In-house counsel (segment) in a manufacturing firm searching for a firm to handle an employee dispute
- 34. 33 Personalization Matters Users need data relevant to them. The more effective you are at delivering it, the more likely you’ll turn that visitor into a lead. • When you deliver content that matters tothe visitor, inreal- time, visitors take notice. • The less time a user spends searching, the closer they are to converting. • When you align the data tothe customer’s expectations, you’re leading them downthe path toconversion.
- 35. 34 Do you segment and target your marketing based on an integrated view of the consumer’s behavior? The Integrated View Top performers use an integrated view to deliver personalization across multiple channels Forbes | Insights Bringing 20/20 Foresight To Marketing 2011 What information does this integrated view include?
- 36. 35 Get Personal So how do you put it into practice? 1. Understand customer context, develop holistic view of the customer 2. Develop the content that matters 3. Deliver the content and engage the customer inreal-time withaligned, unified, multichannel messaging
- 37. 36 • Technology has enabled marketers tofocus on quality over quantity. • Mapping content tospecific audience segments and profiles allowsmarketers todeliver highly refined messages to small groups. • Targeted messaging –delivering the data prospects are looking for, sooner –leads the prospect downthe conversion path. Understanding Prospects Micro-segment your prospects to target and elicit a higher response
- 38. 37 Personalization Example Based on user behavior and digital footprint you can segment users… Next time the person comes back to the site, relevant information is presented on the home page banner Navigates to services page and related content
- 39. 38 Personalization Example Based on user behavior and digital footprint you can segment users… Determines user is customer depending on footprint User is an existing customer
- 40. 39 Drive Experience wrapped around Buying lifecycle An experience that gives prospects what they need and when they need it by reading their Digital Body Language
- 41. 4040 Improve call to action
- 42. 41 •Merchandise your product – make whitepaper seem like a significant item •Create Scent - Cues that people use to drive if path is interesting •Simple and persuasive content •Obvious and Engaging call to action •Simple forms •Relevance, value and what happens next Call to action tips the prospects Call to action is key to driving conversion
- 43. 42 - Call to action buttons, offers, copy and navigation What tactics drive conversion? Simple tactics drive leads
- 44. 4343 The #1 way to improve conversion…
- 45. 44 MORE COMPANIES SHOULD TEST
- 46. 45 - Several capabilities in marketing's hands - A/B, Analytics review and Segmentation are must haves for B2B marketers - 53% said it was “highly valuable” and a further - 42% said they believed it was “quite valuable”.* - MVT is not widely used despite effectiveness - If you do this – you will see improvement - “The majority of client-side respondents (70%) reported improved conversion rates in the past 12 months.” *eMarkerter Test, Test and test some more! Testing and optimizing is the most important strategy to improve testing; *eMarketer
- 47. 46 Test, Test and test some more! A/B testing is becoming the preferred method that has brought a lot of the companies the most success.
- 48. 4747 Digital Technologies that drive conversion
- 49. 48 What technologies impact conversion Several platforms engage to drive conversion.
- 50. 49 Trends to watch Vendors are focused on differentiation, as CMS capabilities are commoditized Vendors are encroaching on other solutions: marketing/email automation, digital asset management Focus on customer engagement through personalization and context Acquisition and consolidation Web Content Management Systems WCMS is typically the center of a digital platform strategy that becomes the foundation for other surrounding solutions Considerations Technology platform Focus on how rather what Beyond CMS; extension of core capabilities User expectations Ease of use Same features, different approach Platforms Sitecore, Day, SDL Tridion, Microsoft, Drupal , Autonomy, Fatwire, Ektron
- 51. 50 Trends to watch Solutions are providing unified search across platforms Semantic search will quickly become common place Faceted search is now available in most search solutions Site Search Site search has typically been included as part of many CMS platforms, but search must now work across digital platforms Considerations Will the CMS-integrated search work across platforms Structure bias of your content Control over the search results Sophistication of visitors Out-of-the-box connectors Platforms FAST, Coveo, Autonomy, Endeca, Lucene
- 52. 51 Industry Trends Vendors focus on driving actions, not just reports Support of integrated marketing across channels is common Social media listening tools are gaining notice and value Measurement of visitor engagement across sessions Mobile analytics become an integrated part of the picture Analytics Analytics is becoming more common within CMS platforms, but cross-platform analytics may warrant an external solution Considerations Will pre-integrated CMS Analytics work across platforms Using platform-specific Analytics platforms Out-of-the-box connectors Fewer options Platforms Omniture, Unica, Coremetrics, Webtrends, Nedstat
- 53. 52 The Trifecta for Richer Engagement Unifying three technology platforms delivers an customer experience based on a common context Web CMS Marketing AutomationCRM Common Customer Context