Intelligent digital self_service_andy_mccartney

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This presentation shows how to convert more web traffic and demand investment into tangible business via: …

This presentation shows how to convert more web traffic and demand investment into tangible business via:
"Intelligent Digital Self Service"

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  • Limited Calls to Action which are hard to findFor example: workshops, free consultations, downloadable content, free trial, events/webinars, newsletters, referral, feedback, current promotions, etc. Reliance on “Contact Us form” Auto-responders are Anti-relationship Site Maps are Inefficient Overall Poor Website Visitor Experience Growing Demand for More Privacy on the Internet – “DO NOT TRACK”
  • Digital ROI and ConversionTop Priorities for Marketers Right Now?Status Check: Demand vs ConversionWhat Exactly is Conversion and CRO?Metrics and the Funnel, B2B and B2CHow Can We Improve the Key Metric/WaterfallOne Solution Approach – ConversionMagnetCustomization and Opportunity for Agencies
  • This fourth Quarterly Digital Intelligence Briefing is based on an online survey of more than 600 client-side and agency respondents. Adobe and Econsultancy promoted the survey to their respective databases of marketers. Geography: Just over a quarter (27%) of respondents are based in North America and around two-thirds (67%) in Europe. Other countries and regions represented include Australia, South America and the Middle East. Respondents work across a wide range of different industry sectors. The best represented sectors are retail and mail order (15%), education (9%), professional services (9%) and financial services (8%). Just over a quarter of respondents (29%) specify ‘other’ as their sector. Other sectors included public sector/not-for profit and IT. Business focus: The chart below shows to what extent businesses are focused on B2B, B2C, or both. Just under half of respondents (42%) are exclusively focused on B2C, while around a third (32%) are B2B focused. Just over a quarter (26%) are focused on both B2B and B2C.
  • For exampleSingle step: # visitors who register for a webinar, or request a call with salesMulti step: # prospects who become customers via several steps/interactionsMarketing’s Expanding Complexity and Closer Role with Sales Marketing has changed dramatically over the last 5 years, where prospects and customers need to be engaged on their terms with relevant content, engagement and respectful communication. Marketing’s role has also expanded and coexists more with sales than ever before, especially as 90% of all purchases are researched online and decision makers no longer want to talk to sales until they are 60-70% down the decision cycle. The purchasing process has also changed significantly, and so must your ability to create and leverage your digital ‘assets’. Marketing must attract and move prospects much deeper into the funnel than ever before, intelligently monitoring and engaging them with easily accessible content and automating more self-service until they are ready to connect with sales or business development.
  • Situation Analysis: Organizations are employing a variety of digital sales and marketing tactics, tools, channels, assets and practices to generate awareness and traffic to their online web presence. The percentage of that traffic converted to contacts, prospects, leads and actual business is unacceptably low – enter ConversionMagnetWhy is Digital based Business Generation so Poor? Disconnected digital strategy, not aligning with company mission and sales/marketing objectives.Prospects no longer wish to talk to sales until they are 60-70% down the decision cycle.Sites not engaging prospects/leads at all stages of the ‘aida’ sales cycle, equaling opportunity loss of 70-80%. ‘Leaky’ web sites have poor/random access to content, calls-to-action and next steps, missing many engagements‘Contact Us’ form and ‘Call Us’ are the engagement mechanisms, only targeting the bottom of the funnelWhat is Needed?A strong strategy that aligns ‘aida’ tactics with target markets, company mission & sales/marketing goals Coordinated and synchronized traffic generation + engagement/conversion solution.Ability to capture prospects/leads at any stage of the sales funnel, not just at ‘action’ stageAbility to automatically nurture, qualify and convert leads to sales for high percentage closesAutomation of process to minimize lost leads and maximize engagement throughout funnelConversionMagnetis a fully customizable digital ‘piggyback’ solution that transforms a ‘brochure’ style website into an ‘Engagement, Qualification and Conversion’ engine, which results in the generation of significantly more credible and actionable leads for sales closure, as well as the warming and nurturing of leads that do not initially close.
  • What’s different about the B2B selling process compared to say, 5 or 10 years ago?Before the Internet, the B2B buyer making a complex decision had relatively few sources of information. Vendors leveraged that knowledge gap. The vendor sales person was the primary gateway to information the buyer needed to decide – a tremendously powerful position. Fast forward to today. The Internet and social media have triggered a turbulent change – the rich dialog has shifted on-line and away from the sales person. Plus, B2B buyers have become expert buyers. They often know more than sales people. They engage with sales people later in the buying process. If your company has been persuasive on-line, you’ll make the short list. If not, there’s little hope for recovery. The impact on sales productivity is big and irreversible. CSO Insights reports that sales productivity is at a 15-year low point. IDC Sales Advisory says that only half of sales people make quota.
  • Problem also = Leaky Websites. Poor navigation and location of next steps. “Can’t find it”What does that mean for digital … when people are not ready to commit to your primary call to action, how else can you engage?Provide secondary calls-to-action and intelligent digital self service
  • Offer More Engagement Options, Next Steps and Calls-To-Action along all stages of the AIDA and decision cycle.Make Options available at all times (no leaks!)For B2Bs and more complex sales cycles: Understand and map content to decision cycles, present in an intuitive/timely manner.Transform any web asset into a lead generation engine
  • http://www.safeguardcorporation.com‘Quick Info Access’ orange button
  • Type 1 – New to Digital, or Basic Online Presence (like a brochure style site)
  • Situation Analysis: Organizations are employing a variety of digital sales and marketing tactics, tools, channels, assets and practices to generate awareness and traffic to their online web presence. The percentage of that traffic converted to contacts, prospects, leads and actual business is unacceptably low – enter ConversionMagnetWhy is Digital based Business Generation so Poor? Disconnected digital strategy, not aligning with company mission and sales/marketing objectives.Prospects no longer wish to talk to sales until they are 60-70% down the decision cycle.Sites not engaging prospects/leads at all stages of the ‘aida’ sales cycle, equaling opportunity loss of 70-80%. ‘Leaky’ web sites have poor/random access to content, calls-to-action and next steps, missing many engagements‘Contact Us’ form and ‘Call Us’ are the engagement mechanisms, only targeting the bottom of the funnelWhat is Needed?A strong strategy that aligns ‘aida’ tactics with target markets, company mission & sales/marketing goals Coordinated and synchronized traffic generation + engagement/conversion solution.Ability to capture prospects/leads at any stage of the sales funnel, not just at ‘action’ stageAbility to automatically nurture, qualify and convert leads to sales for high percentage closesAutomation of process to minimize lost leads and maximize engagement throughout funnelConversionMagnetis a fully customizable digital ‘piggyback’ solution that transforms a ‘brochure’ style website into an ‘Engagement, Qualification and Conversion’ engine, which results in the generation of significantly more credible and actionable leads for sales closure, as well as the warming and nurturing of leads that do not initially close.

Transcript

  • 1. Convert More Web Traffic and Demand Investment into Tangible Business Intelligent Digital Self Service Analysis & Opportunity Andy McCartney
  • 2. Andy McCartney Managing Partner Founder Personifeye Solutions Group DigitalConverts • 25 years experience in marketing, analytics and software • 15 years of ‘eMarketing’ - leadership and practitioner • 2 time VP of marketing • 2 time VP of strategy/services for eMarketing Agencies • Thought leader with CCO, Econsultancy, CMI, DigitalConverts • Focus on digital, demand generation and lead management • 20 years in US, dual nationality (British), Atlanta based Digital Strategy Technology Digital Sales and Marketing Solutions Conversion Implementation Training2
  • 3. Return on DigitalTODAY InvestmentSo you use a variety of online and offline tactics togenerate demand for your online presence How Effective is Your Conversion and CRO? Oh Yes The Funnel Which Metric(s) Fail, & Why A Solution Approach
  • 4. Digital Priorities for 2012? Source: Econsultancy Quarterly Digital Intelligence Briefing:600 client-side and agency respondents Digital Trends for 2012B2B and B2C, US and Europe
  • 5. Conversion – What Is It?• Very Ambiguous Term. In web terms: o Is it ‘% of Visitors who fill in a Form’? o Is it ‘% of Visits to Close’?• It can be many things, but in essence it is the conversion from one status to another, via a single or combination of steps to fulfill an online/stated objective. Email recipients A to B Webinar Signup Web Visitors A to B to C to D Customers
  • 6. Digital Marketing SEO/SEM Ads, Blogs, Social Print/Ads Traditional Marketing Situation Websites, Microsites Email / Mobile TV/Radio Events/Expos Telesales Analysis Content, Video… Other … Interest / Traffic Awareness & Demand To Web ‘Zones’ Generation Industry Score = B Engagement, Capture & Conversion into ‘Tangible Assets’ (Contacts, Prospects, Leads, Business and Ongoing Relationships) Outcome from Online Visits? Industry Score = D- Next Step: 2-3% Sales: 0.2 - 0.3% Need to do both well, or Source: Marketing Sherpa6 little end result!
  • 7. A Significant Statistic to Care About • 97-98% of online visits do NOT result in a next step • WHY? next step 1000/month  20-30/monthPlus social site visits X 970-980
  • 8. The World Has ChangedWHY? Decision Making Has Changed Conversational MarketingPromotional Marketing e.g. B2B Source: Marketo
  • 9. WHY? Visitors are not Clicking / Converting• “Nowadays people don’t want to talk to sales until they are 60-70% along their decision cycle” (Sirius Decisions)• Therefore if the only next step or CTA is ‘talk to sales’ then very likely no contact, no prospect.• Common Problem = minimal next step options (or leaky websites with random next steps) “I’m not ready to talk, but I might engage earlier in the (AIDA) cycle if there was reason to ….”
  • 10. A Good Example 14% of Clicks• Typical web site, sales phone and contact us/email 86% of Clicks
  • 11. Minimal Options for Conversion The Only CTA and Next Step
  • 12. Minimal Options for Conversion Incredible Missed Opportunity No engagement,interaction or next steps Phone Number and Email with 97-98% of visitors
  • 13. Solution = “Intelligent Digital Self Service”Create an Engagement and Conversion Zone:• Offer More Engagement Options, Next Steps and Calls- To-Action along all stages of the AIDA decision cycle• Make Options available in all places (no leaks!)• For B2Bs and more complex sales cycles: Leverage, map & deliver content based on decision cycles.• Transform all web ‘zones’ into lead generation engines, and drive educational and promotional traffic there.
  • 14. Take a ‘Brochure Site’ with Minimal Engagement
  • 15. Solution? Add a Conversion ‘Zone’ Mockups and live examples belowhttp://www.personifeye.com/demos/wp http://www.mikewittenstein.com/ http://www.personifeye.com/ http://www.banyancapital.com/Transform a ‘brochure’ style site ... into a prospect engagement and lead generation site
  • 16. Think Conversion from Any Digital Location Social Conversion Add a ‘trapdoor’ link from any social or digital location straight Source: Creative Traction into your white paper conversion zone, e.g.16 http://bit.ly/yueTPD
  • 17. Success Benchmarks OUTCOME • 3X as many prospects engaging and taking next steps • Twice as much business sourced from digital OUTCOME • 400% bigger funnel, 3x as many sales ready leads • Growth of prospecting database and ability to form ongoing business relationship (initially via digital) OUTCOME • Before: 2-3 promising leads from website per month (limited universe) • Now: 10-15 prospects engaging with content packs, assessments, requesting meetings
  • 18. Digital Marketing Traditional Marketing Supercharge Your Digital SEO/SEM Ads, Blogs, Social Print/Ads Business Engine with a Websites, Microsites Email / Mobile TV/Radio Events/Expos Conversion Zone Telesales Content, Video… Other … Interest / Traffic Collate primary and To Master Website secondary Calls-To-Action, content requests, engagement tools and contact options. Connect at all stages of the Engage AIDA funnel and from any ConversionMagnet Tactics digital location via: Intelligent Digital Self Service. See ConversionMagnet at Sales and Marketing Engine www.digitalconverts.com18