eMarketing value + tips & tricks John Blackmore Program Director, Business Analytics Web Marketing Web Best Practices, IBM SWG
Agenda <ul><ul><li>Why Pull Marketing has value </li></ul></ul><ul><ul><li>Some steps on our journey </li></ul></ul><ul><ul><li>How Web complements marketing success </li></ul></ul>
Why this matters Our team began a journey in 2005 and had no idea we’d end up here. These results are entirely repeatable. In 2005, we converted one in 20 visitors. Today, we convert one in seven.
Rule #1: Focus What is your Website trying to do?
Traffic is Web marketing’s strength SWG Web reaches the audience of an Impact or IOD… 12 times per day, every day. 2.8 million unique people at SWG Web door per month
You are the advocate for this traffic <ul><li>Web visitors are real people. </li></ul><ul><li>What do they want? </li></ul><ul><li>What is their value? </li></ul>Visitor IBM
Web visitors are customers 80% of the time customers find the vendor. Search and vendor Websites are the top tools they use to find their vendor.
The Informavore <ul><li>Foraging for information on your site </li></ul><ul><li>Me generation, Now generation, & ADD </li></ul><ul><li>Intelligent, active, & impatient </li></ul><ul><li>“ Lazy, selfish, and ruthless.” </li></ul><ul><li>Jakob Nielsen </li></ul>
Reaching the Informavore Marketer Psychologist Story-teller Mathematician
Case study: Homepage evolution 2002: No offers on the page. X X
… To this 2006 Offers, and a lot of “me” X X X X
… and constant evolution (recently)… Recent… Confirm they’re in the right spot. Go where they want. Get the lead
… and before our sunset… SEO traffic page (Value of SEO + content on one team)
Web 2.0 is not Twitter,blogs, and other technologies. It is a philosophy—the Visitor defines (and designs) your Website.
Today Lesson learned: Integrating our Website was not migrating content…it was migrating traffic.
What would you rather win? Visitors set your language, not corporate. Or deal with poor results. (Web 2.0 101)
<ul><li>What is the key Web marketing metric? </li></ul><ul><li>(or how did we make those pipeline numbers? </li></ul>
Our website = The Web marketing funnel Increase topline traffic into the site… People click on an offer… People complete the offer form… BDRs pick up the lead, and sales turns it into a deal. View Monthly uniques Complete $ $ Pipe
Inside page evolution Marchitecture is usually about me. Me trying to explain myself to me.
… to this… Eliminate the walls of text. Bullets are easier to scan. Headings that make sense.
… And before acquisition… Show rather than tell.
Web Farming pre-sunset Field Crops Basic principle People come for our information; offers are part of our story.
Visitors vote with their clicks #1 #2 #4 Presented properly, people choose offers to understand the story.
#3 #6 #9 #13 People scroll! Visitors will scan the whole page, drawn by the terms that interest them. Put offers at the bottom of the page.
Good farming = Good SEO Search on “ scorecarding software” too
5 th Gen Optimized PPC Lead Gen Landing Page This page has helped to achieve a 20% conversion rate. How many conversion boosters do you see?
Looking at organic Web share of Marketing results Pipeline$$ Responses YTD Sept 1
Observation: Web responses (and Direct Programs’) fuel Field results. Web in the marketing mix raises everyone’s game.
Marketing evolution viewed through demand & lead gen Solitudes “ Stick” Continuum “ Spear” Cycle “ Wheel”
Two solitudes Demand Gen Lead Gen Display Advertising Public relations Analyst relations Website Speaking Opps BiS Events Direct mail email Communications separated from Marketing; Website with IT; Heavy traditional tool focus Key metric: # of people at events
Continuum Display Advertising Public relations Analyst relations Website Speaking Opps BiS Events Direct mail email Paid search, Banner ads Blogs YouTube/ iTunes Twitter/etc. Communications and Marketing at same able; Website marketing tool; New media tools Key metrics: # of emails sent; # of leads Demand Gen Lead Gen Paid search, Banner ads
Virtuous cycle Pipeline $ Traffic Leads Lists Website, Paid search, SEO ( Awareness ) PR, AR, ads, Speaking ops, Web 2.0, Trade shows, newsletters Direct mail, email, eNurturing, Cold-call Push Lead gen Pull Lead gen Demand gen Awareness, Push & Pull work together & interdependent; Tactics feedback to strategy Key metrics: Conversion rates, marketing pipeline, cost per lead
If you’re the marketing VP… Push Lead gen Pull Lead gen Demand gen YOUR DECISIONS How much do you fund each lever? What target do you give each lever? What targets do you ensure all levers share? YOU NEED TO UNDERSTAND What is each lever good at? How do prospects interact with each in the buy cycle? What are our tactical strengths/ weaknesses?
Conditions for Evolution <ul><li>Supportive Marketing leadership </li></ul><ul><li>Measurement systems & metrics </li></ul><ul><li>Metrics-driven decision-making </li></ul><ul><li>Common, clearly defined goals </li></ul>
What drives our results <ul><li>What are you trying to do? </li></ul><ul><li>Pick marketing battles you can win. </li></ul><ul><li>Low hanging fruit first. </li></ul><ul><li>No focus. No excellence. </li></ul><ul><li>Test. Measure. Change. Repeat. </li></ul>Approach: Five principles Model: Web marketing funnel Accountability: One team responsible One team to create & deploy content: agility Alignment on strategy, targets, tactics: focus Shared learning across Web efforts: constant progress View Monthly uniques Comp $ $ Pipe
Acknowledgements… <ul><li>Google: Gerry McGovern, Jim Sterne, googletrends, wayback machine, Jakob Nielsen, marketingprofs, marketing sherpa, sirius decisions </li></ul>