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Mastering the metrics behind your b2b
website
2011 B2B Marketing Masters Webinar Series
Online Workshop October 13, 2011
SalesFUSION’s clients have an average “active life span” of 2.5 years
About SalesFUSION
Leading SaaS marketing automation solution HQ – Atlanta, GA, offices in Philadelphia Focus on Marketing to Sales integration Operating in 11 countries MarketingUnlimited program Innovative client service model 200+ Clients, 40 Partners 90% Product dev. – customer driven High growth – 110 new clients in 2010
About the Speaker – Kevin Miller EVP Marketing Principal at SalesFUSION 18 Years of database marketing, marketing promotions
experience Developed Consumer Promotion Campaigns for Sony, Toyota,
Guinness, Discovery Channel, NASCAR, WWF, TNT Direct Marketing practitioner Built and executed over 300 Webinar Campaigns since 1999 Involved with B2B Marketing Automation since inception Former user of many email & marketing software apps–
Constant Contact, Vertical Response, Emma, MailChimp, CheetahMail, Unica, NuEdge Systems, Marketbright
Connect with me on LinkedIn or Follow on Twitter, Follow us on Facebook
Professional Marketing Philosophy: “Marketing is about results…period. Without tangible metrics to prove the efficacy of a campaign through the realization of increased revenue….we are simply throwing darts at a board and hoping for the best”
Marketing automation technology combines technology and best practices from virtually all marketing disciplines and forces the end-user to become moderately fluent in all aspects of b2b marketing
About the Marketing Masters Series Focused on advanced-level b2b marketing topics Education on how to best leverage emerging marketing
technology Series based on the industry best-practices and over 200+
companies Complemented with Live, Public demonstrations of marketing
automation software technology Guest speakers/industry leaders
110% client focused
Dedicated client services
Unlimited training
Today’s Session The web analytics behind your website Understanding the nature of the digitial conversation Web analytics vs website visitor tracking Cookies, reverse IP append and page tracking Practical use of website visitor metrics
Lead Scoring Sales Alerts Nurture campaigns
Which of the following tactics does your marketing organization use?
Base: 249 B2B marketers at companies with 50 or more employees
(multiple responses accepted, does not include “other”)
Survey of tactics and trends in channels
B2B Marketing trends that are here to stay
• Marketers must master multiple channels• Marketers must master multi-dimensional channels• B2B marketing is driven by content (web, social, webinar, email)• Learn new technologies • Integration of marketing/sales processes• Adopt integrated social media strategy• Adopt integrated nurture strategies that tie in sales to the process• Lead scoring is rapidly becoming a foundational technology…not a
nice to have• Sales and marketing alignment is a broken process that must be
fixed by technology and process
The Role of the corporate website in your marketing mix
• Center of your marketing universe• All channels lead to it• Social• PPC• Online ads• Email • SEO
• All prospective buyers end up on it at some point• We spend a ridiculous amount of time and money getting people to our site…and have no idea what to do with them when they get there!
Some of the biggest challenges you will face
• Developing multi-dimensional content• Mastering how, when and where to use this content• Understanding the role of content in lead
generation• Mastering how content drives nurture marketing• Mastering how to use content on the web• Interpreting and using the massive amounts of new
data• Aligning marketing and sales goals,
technology and process….
Advanced b2b web analytics “Who’s on my site” vs “How is my site performing” Analytics focused on leads and lead conversion Analytics integrated into the lead gen process Analytics that trigger events and alerts Information is captured and appended to CRM Information is used by sales in addition to marketing/webs
team
What is website visitor tracking The identification and tracking of individuals and companies
visiting your website Enabled by placement of a 1st party cookie on the visitor’s pc
and relation of their IP address to their email address Tracks the visit detail in the context of lead generation Information gathered includes pages, downloads, time on site,
location and much more.. Information gathered is integrated with CRM Information gathered is actionable and drives sales-related
processes
Google Analytics vs website visitor tracking
Google Analytics
Performance of website Geographic information Top pages Bounce rate Visit depth Return visitors Information used by web
team for site optimization
Website visitor tracking
Places 1st-party cookie Tracks a person or company Identifies companies based
on reverse IP append Information is used in lead
scoring/nurture marketing Information is embedded in
CRM Information drives sales lead
alerting via email
Important metrics to b2b sites
Visitor Loyalty - How often do visitors visit the site? Do your visitors visit once a month? 3 times a month? 10 times a month? Compare this metric over a period of time, for example compare this month to last month or this quarter to last quarter.
Visitor Recency - How long has it been since a visitor last visited? Again, compare this to two different time periods to see if there is a change or did things remain the same.
Depth of Visit - Measures the number of pages viewed by your visitors. Here you will be able to view how many pages visitors view on your site. Always compare metrics over a period of time and try to get an insight into whether visitors are viewing more pages or less.
Trends in b2b web analytics
Information is moving from analytical to actionable – companies want information gathered/presented in ways that can be used in sales funnel advancementIncorporating social metrics – monetizing social media efforts will depend on integrated web analytics and website visitor trackingIntegrated approach – Disconnected tools being replaced with integrated solutions that can automatically act on web activity
Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.
What are we capturing in b2b web visitor tracking?
1. Known visitors – previously identified by email click/form completion
2. Known companies – identified by reverse IP append3. Unknown visitors – raw SEO data
Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.
Geo-location
SEO information
Page-level detail
IP-level detail
What are we capturing in b2b web visitor tracking?
Combination of traditional analytics plus unique visitor demographics and site behavior
How do we capture and display this information?
1. Email click through – assuming the email/WVT solution is the same
2. Form completion3. First-party cookie is placed on PC4. Related to IP Address and Email Address and CRM GUID (if
applicable)• Not 100%• People can clear cookies or
browse on a different machine
• Good content increases identified individuals
• Give people a compelling reason to self-identify
Data appending for known companies
1. Appends additional company detail to identified organizations
2. Can allow users to search and purchase contacts from data appending solutions – Jigsaw…etc.
3. Purchased users – can be enrolled into campaigns….you may get lucky!
Using website visitor information in
practical b2b ways
• Append data to your CRM• Alert sales when valuable activity occurs• Data uses to create accurate lead scoring
models• Data appended to account, lead contact records
in CRM• Data drives automated campaigns
(nurture/trigger)
How do we use the data in a practical way for b2b?
Sales reports – companies on the site
• Meaningful reports• Delivered via email• Filtered based on role/geo• Make information actionable –
click to open in CRM
How do we use the data in a practical way for b2b?
Contact/Account level alerts
• Controlled by lead scoring• Managed by lead assignment
rules (from CRM?)• Leads on a silver platter for
sales• Beware of overkill – throttle
the alerts accordingly
How do we use the data in a practical way for b2b?
Value Derived
Robust
ness
of
Solu
tion
iCRM
CRM
SFASales Force Automation• Contact Mgmt• Pipeline Mgmt
Sales Performance Mgmt• Incentive Comp• Sales Analytics
Customer Intelligence• Data
Augmentation• Data
Quality .
Web Analytics• Implicit Data• Behavior
Email Marketing• Implicit Data• Behavior
Marketing Automation• Implicit Data• Explicit Data• Marketing & Sales
Alignment• Multi-Channel
Integration
Contact Center
SA
LES
MA
RK
ETIN
GSER
VIC
E
Integrating with CRM – driving towards higher value
Source - Gleanster
Event Attendance
Landing Page Click Throughs
Landing Page Visits
Email Campaign History
Website Page Visits
0% 20% 40% 60% 80%
5%
4%
12%
22%
34%
25%
32%
33%
56%
28%
34%
43%
49%
56%
58%
63%
67%
73%
Top Performers Everyone Else
What marketing data do top performing companies integrate to CRM?
Source – Gleanster, Inc.
What does good CRM integration look like
• Separate from sales activity history• Graphical – show sales quickly if someone is active• Drill down into detail• Data should be in table fields • Allow for reporting and workflow
Brief Demo of CRM Integration
Web Visitor tracking in lead scoring
• Implicit behavior – strong determinant of product interest• Key metrics – visit frequency, visit duration, visit depth,
page views• Scores are typically combined with explicit data like email
CTR
Inside sales use of website trackingWebsite
monitoringResearch
anonymous visitors – append with contacts –
enroll in campaigns
Pop email alert when high-value activity occurs – assign task for
call
If no phone contact made – enroll in trigger
campaign
Receive on-going alerts when lead
returns to site/responds
Inside Sales Teams are leveraging new email marketing tools for b2b• Respond to leads with HTML
email templates• Enroll new suspects in intro
nurture campaigns• Enroll cold but not dead leads in
nurture campaigns• Increased touch-points with
larger number of suspects
Things to consider?
• Is anonymous activity worthwhile data?• Is WVT as a stand alone solution viable?• Will the recent issues in EU carry over to the US on privacy?• How can we best handle privacy issues?• Should we reference this information in prospect calls?
Generate Leads
Capture Leads
Route Leads
Track Sales Opportuniti
es
Revenue Analysis
• Email Marketing• Nurture Marketing• Social Media• Online/Offline
Marketing
• Landing Pages
• Web visitor tracking
• Lead Scoring • Lead Routing• Real time
alerts
• Feedback loop from CRM to FUSION CRM
• Dashboards• Linked to
CRM oppt.• Real-time
analytics• Campaign
spend analysis
What does SalesFUSION Offer?
Focused 100% on integrating Marketing and CRM Clients are raving fans of hands-on service Most aggressive pricing in market 30-day Live Trial Pre-integrated to more CRM systems than any other vendors
in our space
Thank you! Q&A Visit our online resource center PDF Materials & Video will be available White paper – Published on 9/15 Visit our online resource center More “Marketing Masters” series webinars coming through Q4
Integrated Marketing Automation for…