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Track your B2B prospects online journey
 

Track your B2B prospects online journey

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DRP Group marketing manager Callum Gill spoke during a seminar session on behalf of Lead Forensics at Marketing Week Live 2013. Callum explained how using Lead Forensics helped his company identify ...

DRP Group marketing manager Callum Gill spoke during a seminar session on behalf of Lead Forensics at Marketing Week Live 2013. Callum explained how using Lead Forensics helped his company identify exactly what was happening on their website.

These new website metrics and analytic data helped DRP Group to generate new business.

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    Track your B2B prospects online journey Track your B2B prospects online journey Presentation Transcript

    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 1 Track your B2B prospects online journey Presented by: Ray Wright Head of Partnership Lead Forensics Callum Gill Marketing Manager drpgroup
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 2 Integrated communication and production specialist group of agencies: • drpvideo • drpevents • drpdigitalmedia • drpdesign&print Who are drpgroup?
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 3 drpgroup clients
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 4 • Outdated website and no idea what was contributing to the business • Using Google Analytics but not comprehensive enough • Wanted full analysis of everything onsite and measure impact of new website versus the old one The problem
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 5 Using Lead Forensics drpgroup were able to see details of exactly what was happening on their website: • Businesses that visited their site • Which pages they spent time on and how long • Which channel they came from and topics most interested in • Identifies traffic generated from large sponsorship and events that previously unable to track Immediate benefits – solid metrics of site visitors The solution
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 6 Categorise by: • Prospects not qualified • Hot prospects • Hot not qualified • Clients • Competitors • Venues – for venue sourcing • Press Generate new business
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 7 • Focus on the right visitors, filter by hot prospects, pages visited and target based on services and case studies viewed • Use LinkedIn to identify relevant job titles in network , normally Head of Communications • 9 times out of 10 its the Head of Communications or Communication Manager that has been on site • drpgroup invite to hospitality event, next stage Head Office tour • Build relationship with prospect ahead of the pitch stage Generate new business
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 8 Invaluable for sponsorship of events - drpgroup can see web traffic spikes. Identifies which external links are driving prospects and visibility of what they are looking at. drpgroup achieved a 2100% return on investment from Lead Forensics in year 1 The benefits
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 9 • Lead Forensics identified Jaguar Land Rover visited drpgroup’s site • Jaguar Land Rover were categorised as prospect not qualified, drpgroup continued to track how many times they came back to their website • drpgroup chose not to make contact straight away, but to monitor their next actions • Lead Forensics identified Jaguar Land Rover returned to the site, looking at digital, video and event solutions • It was obvious to drpgroup that Jaguar Land Rover were looking for an internal communications solution and using LinkedIn they identified the Head of Internal Communications How drpgroup landed Jaguar Land Rover
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 10 When they placed a call to the Head of Communications he said: That’s funny I’ve been looking at your website. How drpgroup landed Jaguar Land Rover
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 11 • Contact invited to a Royal Ascot event, allowing both parties to learn more about each other • Immediately after the event drpgroup saw a spike in web visits from Jaguar Land Rover - resulted in the communications team touring the drpgroup Head Office • drpgroup saw yet another spike in web traffic after the Head Office tour, which they later found out was the senior management team visiting their site How drpgroup landed Jaguar Land Rover
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 12 drpgroup pitched for and won a video project with Jaguar Land Rover. Since then they’ve worked on numerous projects together, their relationship keeps growing and the projects keep coming. How drpgroup landed Jaguar Land Rover
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 13 Primary driver for Lead Forensics: • Extremely useful sales tool Secondary benefits: • Provides in-depth visibility of site visitors and their actions • Insight allowed drpgroup to adapt how their website is managed • Visibility of what does and doesn’t work on their website, identified what they needed more of to drive more traffic and engagement • Ability to see length of time prospects spend on site and what they look at is great for lead generation and also helps to manage the site more effectively Benefits
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 14 Intelligence from Lead Forensics has enabled drpgroup to: • Double web traffic on a monthly basis • Increase page views by a factor of 2.5 The ROI of 2100% speaks for itself and removes hours and hours of work. Lead Forensics is so simple to use due to its intuitive nature. I don’t hesitate in recommending Lead Forensics. Callum Gill, Marketing Manager drpgroup Story of success
    • Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 08/07/2013 15 0203 131 3250 mwl2013@leadforensics.com www.leadforensics.com @leadforensics #mwlive2013 Slides can be downloaded from www.leadforensics.com Download “IP tracking to drive ROI” at www.leadforensics.com/leadtrackingdrivingroi http://bit.ly/VOp4eD Visit Lead Forensics at stand A413 for a product demo