Marketing Masters Advanced Web Analytics


Published on

New webinar from SalesFUSION - part of the marketing masters for b2b webinar series. Advanced b2b website analytics.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Marketing Masters Advanced Web Analytics

  1. 1. 2011 B2B Marketing Masters <br />Webinar Series<br />Online Workshop <br />October 13, 2011<br />Mastering the metrics behind your b2b website<br />
  2. 2. About SalesFUSION<br /><ul><li>Leading SaaS marketing automation solution
  3. 3. HQ – Atlanta, GA, offices in Philadelphia
  4. 4. Focus on Marketing to Sales integration
  5. 5. Operating in 11 countries
  6. 6. MarketingUnlimited program
  7. 7. Innovative client service model
  8. 8. 200+ Clients, 40 Partners
  9. 9. 90% Product dev. – customer driven
  10. 10. High growth – 110 new clients in 2010</li></ul>SalesFUSION’s clients have an average “active life span” of 2.5 years<br />
  11. 11. About the Speaker – Kevin Miller<br /><ul><li>EVP Marketing Principal at SalesFUSION
  12. 12. 18 Years of database marketing, marketing promotions experience
  13. 13. Developed Consumer Promotion Campaigns for Sony, Toyota, Guinness, Discovery Channel, NASCAR, WWF, TNT
  14. 14. Direct Marketing practitioner
  15. 15. Built and executed over 300 Webinar Campaigns since 1999
  16. 16. Involved with B2B Marketing Automation since inception
  17. 17. Former user of many email & marketing software apps– Constant Contact, Vertical Response, Emma, MailChimp, CheetahMail, Unica, NuEdge Systems, Marketbright
  18. 18. Connect with me on LinkedIn or Follow on Twitter, Follow us on Facebook</li></ul>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” <br />
  19. 19. About the Marketing Masters Series<br /><ul><li>Focused on advanced-level b2b marketing topics
  20. 20. Education on how to best leverage emerging marketing technology
  21. 21. Series based on the industry best-practices and over 200+ companies
  22. 22. Complemented with Live, Public demonstrations of marketing automation software technology
  23. 23. Guest speakers/industry leaders</li></ul>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<br />
  24. 24. Today’s Session<br /><ul><li>The web analytics behind your website
  25. 25. Understanding the nature of the digitial conversation
  26. 26. Web analytics vs website visitor tracking
  27. 27. Cookies, reverse IP append and page tracking
  28. 28. Practical use of website visitor metrics
  29. 29. Lead Scoring
  30. 30. Sales Alerts
  31. 31. Nurture campaigns</li></ul>110% client focused<br /> Dedicated client services<br /> Unlimited training<br />
  32. 32. Survey of tactics and trends in channels<br />Which of the following tactics does your marketing organization use?<br />Base: 249 B2B marketers at companies with 50 or more employees<br />(multiple responses accepted, does not include “other”)<br />
  33. 33. B2B Marketing trends that are here to stay<br /><ul><li>Marketers must master multiple channels
  34. 34. Marketers must master multi-dimensional channels
  35. 35. B2B marketing is driven by content (web, social, webinar, email)
  36. 36. Learn new technologies
  37. 37. Integration of marketing/sales processes
  38. 38. Adopt integrated social media strategy
  39. 39. Adopt integrated nurture strategies that tie in sales to the process
  40. 40. Lead scoring is rapidly becoming a foundational technology…not a nice to have
  41. 41. Sales and marketing alignment is a broken process that must be fixed by technology and process</li></li></ul><li>The Role of the corporate website in your marketing mix<br /><ul><li>Center of your marketing universe
  42. 42. All channels lead to it
  43. 43. Social
  44. 44. PPC
  45. 45. Online ads
  46. 46. Email
  47. 47. SEO
  48. 48. All prospective buyers end up on it at some point
  49. 49. 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!</li></li></ul><li>Some of the biggest challenges you will face <br /><ul><li>Developing multi-dimensional content
  50. 50. Mastering how, when and where to use this content
  51. 51. Understanding the role of content in lead generation
  52. 52. Mastering how content drives nurture marketing
  53. 53. Mastering how to use content on the web
  54. 54. Interpreting and using the massive amounts of new data
  55. 55. Aligning marketing and sales goals, technology and process….</li></li></ul><li>Advanced b2b web analytics<br /><ul><li>“Who’s on my site” vs “How is my site performing”
  56. 56. Analytics focused on leads and lead conversion
  57. 57. Analytics integrated into the lead gen process
  58. 58. Analytics that trigger events and alerts
  59. 59. Information is captured and appended to CRM
  60. 60. Information is used by sales in addition to marketing/webs team</li></li></ul><li>What is website visitor tracking<br /><ul><li>The identification and tracking of individuals and companies visiting your website
  61. 61. Enabled by placement of a 1st party cookie on the visitor’s pc and relation of their IP address to their email address
  62. 62. Tracks the visit detail in the context of lead generation
  63. 63. Information gathered includes pages, downloads, time on site, location and much more..
  64. 64. Information gathered is integrated with CRM
  65. 65. Information gathered is actionable and drives sales-related processes</li></li></ul><li>Google Analytics vs website visitor tracking<br />Google Analytics <br /><ul><li>Performance of website
  66. 66. Geographic information
  67. 67. Top pages
  68. 68. Bounce rate
  69. 69. Visit depth
  70. 70. Return visitors
  71. 71. Information used by web team for site optimization</li></ul>Website visitor tracking<br /><ul><li>Places 1st-party cookie
  72. 72. Tracks a person or company
  73. 73. Identifies companies based on reverse IP append
  74. 74. Information is used in lead scoring/nurture marketing
  75. 75. Information is embedded in CRM
  76. 76. Information drives sales lead alerting via email</li></li></ul><li>Important metrics to b2b sites<br /><ul><li>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.
  77. 77. 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.
  78. 78. 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.</li></li></ul><li>Trends in b2b web analytics<br />Information is moving from analytical to actionable – companies want information gathered/presented in ways that can be used in sales funnel advancement<br />Incorporating social metrics – monetizing social media efforts will depend on integrated web analytics and website visitor tracking<br />Integrated approach – Disconnected tools being replaced with integrated solutions that can automatically act on web activity<br />
  79. 79. What are we capturing in b2b web visitor tracking?<br />Known visitors – previously identified by email click/form completion<br />Known companies – identified by reverse IP append<br />Unknown visitors – raw SEO data<br />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.<br />
  80. 80. What are we capturing in b2b web visitor tracking?<br />Combination of traditional analytics plus unique visitor demographics and site behavior<br />IP-level detail<br />Geo-location<br />SEO information<br />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.<br />Page-level detail<br />
  81. 81. How do we capture and display this information?<br />Email click through – assuming the email/WVT solution is the same<br />Form completion<br />First-party cookie is placed on PC<br />Related to IP Address and Email Address and CRM GUID (if applicable)<br /><ul><li>Not 100%
  82. 82. People can clear cookies or browse on a different machine
  83. 83. Good content increases identified individuals
  84. 84. Give people a compelling reason to self-identify </li></li></ul><li>Data appending for known companies<br />Appends additional company detail to identified organizations<br />Can allow users to search and purchase contacts from data appending solutions – Jigsaw…etc.<br />Purchased users – can be enrolled into campaigns….you may get lucky!<br />
  85. 85. Using website visitor information in practical b2b ways<br />
  86. 86. How do we use the data in a practical way for b2b?<br /><ul><li>Append data to your CRM
  87. 87. Alert sales when valuable activity occurs
  88. 88. Data uses to create accurate lead scoring models
  89. 89. Data appended to account, lead contact records in CRM
  90. 90. Data drives automated campaigns (nurture/trigger)</li></li></ul><li>How do we use the data in a practical way for b2b?<br />Sales reports – companies on the site<br /><ul><li>Meaningful reports
  91. 91. Delivered via email
  92. 92. Filtered based on role/geo
  93. 93. Make information actionable – click to open in CRM</li></li></ul><li>How do we use the data in a practical way for b2b?<br />Contact/Account level alerts<br /><ul><li>Controlled by lead scoring
  94. 94. Managed by lead assignment rules (from CRM?)
  95. 95. Leads on a silver platter for sales
  96. 96. Beware of overkill – throttle the alerts accordingly</li></li></ul><li>Integrating with CRM – driving towards higher value <br />Contact Center<br />SERVICE<br />iCRM<br />Marketing Automation<br /><ul><li>Implicit Data
  97. 97. Explicit Data
  98. 98. Marketing & Sales Alignment
  99. 99. Multi-Channel Integration</li></ul>Email Marketing<br /><ul><li>Implicit Data
  100. 100. Behavior </li></ul>Robustness of Solution<br />MARKETING<br />Web Analytics<br /><ul><li>Implicit Data
  101. 101. Behavior </li></ul>CRM<br />Customer Intelligence<br /><ul><li>Data Augmentation
  102. 102. Data Quality .</li></ul>Sales Performance Mgmt<br /><ul><li>Incentive Comp
  103. 103. Sales Analytics</li></ul>SALES<br />Sales Force Automation<br /><ul><li>Contact Mgmt
  104. 104. Pipeline Mgmt</li></ul>SFA<br />Value Derived<br />Source - Gleanster<br />
  105. 105. What marketing data do top performing companies integrate to CRM?<br />Source – Gleanster, Inc.<br />
  106. 106. What does good CRM integration look like <br /><ul><li>Separate from sales activity history
  107. 107. Graphical – show sales quickly if someone is active
  108. 108. Drill down into detail
  109. 109. Data should be in table fields
  110. 110. Allow for reporting and workflow</li></li></ul><li>Brief Demo of CRM Integration<br />
  111. 111. Web Visitor tracking in lead scoring<br /><ul><li>Implicit behavior – strong determinant of product interest
  112. 112. Key metrics – visit frequency, visit duration, visit depth, page views
  113. 113. Scores are typically combined with explicit data like email CTR</li></li></ul><li>Inside sales use of website tracking<br />Website monitoring<br />Research anonymous visitors – append with contacts – enroll in campaigns<br />Inside Sales Teams are leveraging new email marketing tools for b2b<br /><ul><li>Respond to leads with HTML email templates
  114. 114. Enroll new suspects in intro nurture campaigns
  115. 115. Enroll cold but not dead leads in nurture campaigns
  116. 116. Increased touch-points with larger number of suspects </li></ul>Pop email alert when high-value activity occurs – assign task for call<br />If no phone contact made – enroll in trigger campaign<br />Receive on-going alerts when lead returns to site/responds<br />
  117. 117. Things to consider?<br /><ul><li>Is anonymous activity worthwhile data?
  118. 118. Is WVT as a stand alone solution viable?
  119. 119. Will the recent issues in EU carry over to the US on privacy?
  120. 120. How can we best handle privacy issues?
  121. 121. Should we reference this information in prospect calls?</li></li></ul><li>What does SalesFUSION Offer?<br /><ul><li>Email Marketing
  122. 122. Nurture Marketing
  123. 123. Social Media
  124. 124. Online/Offline Marketing
  125. 125. Dashboards
  126. 126. Linked to CRM oppt.
  127. 127. Real-time analytics
  128. 128. Campaign spend analysis
  129. 129. Landing Pages
  130. 130. Web visitor tracking
  131. 131. Feedback loop from CRM to FUSION CRM
  132. 132. Lead Scoring
  133. 133. Lead Routing
  134. 134. Real time alerts</li></li></ul><li>Thank you! <br /><ul><li>Q&A
  135. 135. Visit our online resource center
  136. 136. PDF Materials & Video will be available
  137. 137. White paper – Published on 9/15
  138. 138. Visit our online resource center
  139. 139. More “Marketing Masters” series webinars coming through Q4</li></ul>Integrated Marketing Automation for…<br /><ul><li>Focused 100% on integrating Marketing and CRM
  140. 140. Clients are raving fans of hands-on service
  141. 141. Most aggressive pricing in market
  142. 142. 30-day Live Trial
  143. 143. Pre-integrated to more CRM systems than any other vendors in our space</li>