Your Website – The Hub of Marketing Jon Cline, Enthusiast Web Solutions Brett Crosby, Google Kraig Swensrud, salesforce.com

The Heart of Your Marketing Strategy Your Website

QUESTIONS: How many people came to your website last week? Where did they come from? How many of them came from paid search? What did they click on? How many of them did you capture? What is your expected pipeline from those visitors? What will those numbers be next week?

How many people came to your website last week?

Where did they come from?

How many of them came from paid search?

What did they click on?

How many of them did you capture?

What is your expected pipeline from those visitors?

What will those numbers be next week?

The Traditional Marketing/Sales Funnel Customers Leads Pipeline

Web Initiatives Fill the Lead Funnel Customers Leads Pipeline Next Actions Visitors

All Programs Fill the Web Visitor Funnel Customers Leads Pipeline Next Actions Visitors Impressions Clicks

Building Your Web Funnel Jon Cline Acquiring Web Vistors Brett Crosby Analyzing Web Traffic Kraig Swensrud Web Conversions and ROI New Customers

Acquiring Website Visitors On-boarding Your Virtual Salesperson Jon Cline Director of Marketing Enthusiast Web Solutions sfdc.whatsthegoal.com

The Web Sales Language Hyperlink Email Open 24x7 Search Interaction Syndication “ All economic activity is by definition high risk . And defending yesterday - that is, not innovating - is far more risky than making tomorrow.” -Peter Drucker 100,000,000 + Internet users 20,000,000 + Internet users 1,000,000 + Internet users

Hyperlink

Email

Open 24x7

Search

Interaction

Syndication

The Hyperlink / Bookmark Build reputation/rapport Maximize relationships

Build reputation/rapport

Maximize relationships

Email Most Efficient Notification Testing

Most Efficient

Notification

Testing

The Internet is Open 24x7 Your best sales person Clear next actions

Your best sales person

Clear next actions

Asynchronous conversation Relevance! Grow archive equity Search and Association “ Live your life honestly, because whatever you do, whatever mistakes you make, will be searchable one day” – Thomas Friedman, ‘The World Is Flat’

Asynchronous conversation

Relevance!

Grow archive equity

Interaction with Offline Programs Integrate web offers with offline programs Deliver online relevance with offline programs Use obvious and clear next actions Your Website

Integrate web offers with offline programs

Deliver online relevance with offline programs

Use obvious and clear next actions

Syndication and Blogging / RSS

Example: MAP Consulting Challenges Limited resources (1 person) Website not part of strategy Solution Set goals and measurements Integrated with CRM Sales team trained on new site Results (180 days later) 34% increase in unique visitors 40% increase in page views 560% increase in search referrals www.mapconsulting.com

Challenges

Limited resources (1 person)

Website not part of strategy

Solution

Set goals and measurements

Integrated with CRM

Sales team trained on new site

Results (180 days later)

34% increase in unique visitors

40% increase in page views

560% increase in search referrals

Your Action Plan 5 Steps to Guaranteed Progress Tomorrow D - Develop sales/marketing plan with vital web role R - Record next actions to measure success E - Execute next actions in simple and clear ways A - Assess results and adapt M - Meet your audience in new innovative ways

D - Develop sales/marketing plan with vital web role

R - Record next actions to measure success

E - Execute next actions in simple and clear ways

A - Assess results and adapt

M - Meet your audience in new innovative ways

Analyzing Website Visitors Brett Crosby Senior Manager Google Analytics analytics.google.com

Think of Your Business as a House

Think of Your Business as a House

Same With Building a Business Start with a plan and a goal, drive people to that goal, measure and improve Drive Traffic • Clear call to action Targeted Landing Page 2 Succeed online 1 Recipe for success You need this to succeed, Success made simple! www.companyx.com • Variety of marketing campaigns • Sale, lead capture, branding, etc Generate Lead 3

Start with a plan and a goal, drive people to that goal, measure and improve

How Web Analytics Works Data Collector Report Data Recipe for success You need this to succeed Success made simple! www.companyx.com Your Website

Website Analytics

Analyze Your Marketing Campaigns Your Website Determine which marketing initiatives are driving the best traffic to your site

Referral Dashboard: Macro View A B C D

Where Are My Visitors Coming From?

Content Performance: Macro View A B C

Content Performance: Micro View A B C

Where are Visitors Dropping Out? Next Actions Visitors Opens Impressions X

A B C D Where’s the Leakage?

A B Website Overlay

Website Optimizer: Test Your Pages ? ? Test an Image Test a Headline

Test Multiple Combinations

Test Multiple Combinations

Test Multiple Combinations

Watch the Results of Your Tests

Increased Advertising ROI by 190% Goal Speak to a new audience through search-based advertising Tactics Discovered how customers found them Identified keywords that worked the best Improved their sites to enhance content and visitor experience International footwear company Teva sandals, Simple shoes, UGG

Goal

Speak to a new audience through search-based advertising

Tactics

Discovered how customers found them

Identified keywords that worked the best

Improved their sites to enhance content and visitor experience

International footwear company

Teva sandals, Simple shoes, UGG

Your Action: Get the Right Tools, Use Them Consider adding: Web Analytics Multivariate testing Start improving your “lead generation machine”

Consider adding:

Web Analytics

Multivariate testing

Start improving your “lead generation machine”

Web Conversions and ROI Kraig Swensrud Salesforce Marketing salesforce.com/marketing

Web Initiatives Fill the Sales Funnel Customers Leads Pipeline Next Actions Visitors Opens Impressions X

Take Me to the Web

FACT: 4 out of every 5 Salesforce customers direct traffic from email and searchmarketing campaigns to their homepage

4 out of every 5 Salesforce customers direct traffic from email and searchmarketing campaigns to their homepage

Converting Visitors With Landing Pages Home Page Landing Page www.yamaha.com www.yamaha.com/disklavieroffer Boats, Guitars, Motorcycles, Speakers, Keyboards, MP3 Players, Amplifiers, Gold carts, Mixing Boards…. The Disklavier Digital Piano

Breakin’ It Down to the Essentials Offer Call-to-Action Relevant Product Imagery Web-to-Lead Form Description Branding

Best Practices Clear Offer Presented with bright font color Eliminate fields and don’t scare me away with crazy validation Color the CTA button and use an actionable verb Above the fold at 1024x768 What does this imagery have to do with the offer? Keep it simple! Don’t over do it with excessive flash or funky javascript Branding

Take Me to the Web

Measure, Tweak, Repeat 10.8% Lead Capture 7.9% Lead Capture B outperformed A by 36% Copy Above Form Double-Column Form Copy Left of Form Single-Column Form

“ How Did You Hear About Us?” Web Source Tracking (Released in Spring ’07)

Measure Success with Salesforce Dashboards

Your Action Plan 7 Steps to Guaranteed Progress Tomorrow D - Develop sales/marketing plan with vital web role R - Record next actions to measure success E - Execute next actions in simple and clear ways A - Assess results and adapt M - Meet your audience in new innovative ways

D - Develop sales/marketing plan with vital web role

R - Record next actions to measure success

E - Execute next actions in simple and clear ways

A - Assess results and adapt

M - Meet your audience in new innovative ways

Q&A Jon Cline, Enthusiast Web Solutions Brett Crosby, Google Kraig Swensrud, salesforce.com