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#SPEAKEASYASIA Edition 5: Traffic & Lead Generation

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The first step is always the hardest: creating leads. Managing traffic and lead generation is a constant struggle for modern marketers, yet one of the most important KPIs for all companies, especially during this fast-changing digital age.

At #SPEAKEASYASIA Edition 5, our respected speakers from Microsoft, LinkedIn and 2Stallions shared their insights and best practices on how they solved the challenge of generating more leads and traffic, in order to seamlessly turn these leads into sales, from the perspectives of both large corporation to rising start-ups.

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#SPEAKEASYASIA Edition 5: Traffic & Lead Generation

  1. 1. TRAFFIC AND LEAD GENERATION
  2. 2. OUR NOTABLE CLIENTS
  3. 3. A N D W E AR E TH E OR GA N IZER O F ”Informal. Online. And Engaging.” John Traas, Regional Director at Booking.com
  4. 4. SEPTEMBER 2015 C R E AT I N G C H AN G E G L O B AL LY
  5. 5. MAY 2016 C U S TO M E R L O YALT Y AN D G R O W T H
  6. 6. SEPTEMBER 2016 D I S R U P T I O N AN D R AP I D E X PAN S I O N
  7. 7. APRIL 2017 D I G I TAL E N G AG E M E N T AN D C O N V E R S I O N
  8. 8. AUGUST 2017 TRAFFIC AND LEAD GENERATION Organized by:
  9. 9. OUR SPEAKERS RA DANIËL HEERKENS DIGITAL MARKETING STRATEGY DIRECTOR POOJA CHHABRIA CUSTOMER MARKETING LEAD, APAC RAVEESH GUPTA REGIONAL DIRECTOR, CMO, APAC
  10. 10. THE PROGRAM FOR THE NIGHT 7:15PM - 8:00PM Speaker presentations (15 minutes each) 8:00PM – 8:30PM Panel discussion (30 minutes) 8:30PM – 9:00PM Networking!
  11. 11. RAVEESH GUPTA REGIONAL DIRECTOR, CMO OUR FIRST SPEAKER Organized by:
  12. 12. Demand Generation & Leads Management Raveesh Gupta Regional Director, CMO, Asia-Pacific, Microsoft Corporation Commercial & Enterprise; Industry & Vertical Marketing; Digital Transformation
  13. 13. Microsoft
  14. 14. Marketing should generate leads What is a GOOD Lead? Digital Marketing? Manage Traffic & Track Results
  15. 15. Lead… I need a lead… Is that a real lead…?? Or is it a mirage?
  16. 16. Sellers don’t need Leads… Sellers don’t “just” need leads Sellers need “Good” Leads What “is” a “Good” Lead
  17. 17. IMPACT-BASED MARKETING. Some thoughts… • Leads are an outcome: are you doing too much? • We all want insights and not data, but do we get them? • Integrated not isolated marketing: sounds attractive! • Measure reality, not desired results • Understand your customer… “really”…, yes, really • What is the real problem? • An agreement is worth a thousand arguments • Are you balancing the “art” and the “science”?
  18. 18. Scott Guthrie, New Ways to Drive your Business Forward T. K. “Ranga” Rengarajan, corporate vice president, Data Platform and Joseph Sirosh, corporate vice president, Machine Learning New Azure services help more people realize the possibilities of big data Joseph Sirosh - Corporate Vice President, Data Group, Microsoft Microsoft acquires Metanautix to help customers connect data for business insights
  19. 19. Prof. Florian Zettlemeyer
  20. 20. In Summary…
  21. 21. Thank you!
  22. 22. AUGUST 2017 TRAFFIC AND LEAD GENERATION Organized by:
  23. 23. 2STALLIONS.COURSES CONTENT MARKETING ON STEROIDS ONLINE COURSE 40% OFF
  24. 24. OUR SECOND SPEAKER DANIËL HEERKENS DIGITAL MARKETING STRATEGY DIRECTOR
  25. 25. 28 Engage Asia. Go Digital.
  26. 26. Hello, I’m Daniël
  27. 27. 1. Challenges for Marketers in Asia 12
  28. 28. Most Important KPIs for Marketers in Asia 14 1. Converting contracts/leads to customers 2. Growing traffic to the website 3. Providing the ROI of your marketing activities Source: State of Inbound 2017 report
  29. 29. Marketers Inbound Marketing Priorities 14 Source: State of Inbound 2017 report
  30. 30. 13 - Econsultancy and Google, Analytics and measurement survey 2017 - 95% of Leading Marketers agree that “to truly matter, marketing analytics’ KPIs must be tied to broader business goals” Great we have our focus now! How about the Business Goals?
  31. 31. 2. Evolution of Marketing & Customer Behaviour 3
  32. 32. 4 Marketing, The Story So Far 1995-2004 | Traditional Marketing + Web 2005-2009 | Web-centric Marketing Company Website, Video & Mobile News- paper Direct Mail TV Email WEBRadio PPC Outdoor SEO Company News- paper Direct Mail TV WEB Radio Outdoor Beginnings of engagement‘Good’ old days
  33. 33. 5 Engagement & Conversion 2010| Modern Marketing buyers are already 60% through their buying cycle when they approach vendors. 60% Why Digital Marketing is important Company Website, Video & Mobile News- paper Direct Mail Social TV Marketing Auto WEB Media Buy PPC Outdo or SEO
  34. 34. 6 The Customer Journey is Changing (1) Source: http://on-the-mark.com/omnichannel-organization-designs-biggest-test/
  35. 35. 6 The Customer Journey is Changing (2) Source:http://on-the-mark.com/omnichannel-organization-designs-biggest-test/
  36. 36. 6 The Customer Journey is Changing
  37. 37. 11 PURCHASEINTENTHIGHLOW Social Post Website / Online Potential Leads Goal: Brand Awareness 1. Direct Contact Leads Goal: Product Knowledge 2. Opportunities Goal: Closed Deal 3. Traffic & lead generation: The 3-Step Guide to Generate More Leads & Active Customers
  38. 38. p 4124
  39. 39. 3.Tracking Performance 15
  40. 40. EVERYONE KNOWS WHAT ANALYTICS is and has at least Google Analytics installed. Assumption 16
  41. 41. • To get the best out of your analytics, your objectives should be top of your mind. What are your Objectives ? 17 e.g. If you want to establish thought leadership, your demographics, social shares and sessions would be important for an overall picture. • Your analytics are meant to inform you based on your objectives.
  42. 42. Content Marketing KPIs 18 • Traffic On Site ❖ Number of unique site visitors ❖ Return visits to website Shows your content is sought after/attractive ❖ Bounce Rate • (Micro) Conversions to Mailing List Readership that can become advocates & future sales • Sales Advertising / eCommerce/Off line Sales
  43. 43. Important Traffic Metrics 20 Traffic Sources • Direct: visit based on type url • Search: visit based on search query • Referral: visit based on mention on another site • Social: visit from social media platforms • Campaign: traffic from the various campaigns SEM, Social etc. • Mobile traffic : visit from mobile phone
  44. 44. Success Indicators Search (1) . 1. Number of lead conversions assisted by organic search 2. Number of customer conversions assisted by organic search 3. Percentage of traffic associated with branded keywords (related to your brand e.g. heineken) 4. Percentage of traffic associated with unbranded keywords (best beer in the world)
  45. 45. Success Indicators – Web (2) . 1. An increase in volume from any traffic source, while maintaining consistent traffic from other channels. 2. A high or improving goal conversion rate related to any traffic source.
  46. 46. Success Indicators Social (3) . 1. A high level of (social) engagement that corresponds to the completion of key marketing objectives. 2. Viral posts that require little or no nurturing on your behalf. 3. Sustained engagement over a long period of time.
  47. 47. 23 Case Study: Wavin Group Asia Pacific
  48. 48. 23 Case Study: Wavin Group Asia Pacific
  49. 49. Objective: The Everlasting Customer Funnel! 22
  50. 50. Daniël Heerkens +65 9155 4446 daniel@2stallions.com 2stallions.com Get in touch with me! 21
  51. 51. AUGUST 2017 TRAFFIC AND LEAD GENERATION Organized by:
  52. 52. EXCLUSIVE OFFER FREE ON-SITE SEO ANALYSIS
  53. 53. POOJA CHHABRIA CUSTOMER MARKETING LEAD OUR THIRD SPEAKER
  54. 54. The Last Mile of the Marathon All views are personal and not those of my employer
  55. 55. Inquiry Lead The Marketing World The Sales World The Demand Generation & Fulfillment Funnel Oppty
  56. 56. Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17 Q4'17 LEADS GENERATED Q1'16 Q2'16 Q3'16 Q4'16 Q1'17 Q2'17 Q3'17 Q4'17 SALES ($M)
  57. 57. Product Market Fit Pricing Wrong target audience Wrong messaging Sales Efficacy Sales Efficiency
  58. 58. Investment you made is driving sales for your competitor !
  59. 59. The Modern Marketer’s toolkit is impressive Scale through multi-channel strategy Data analytics through visualization CRM systems & marketing automation Tracking and attribution technology
  60. 60. The Last Mile of Demand Generation Demand Management
  61. 61. Demand management is a planning methodology used to forecast, plan for and manage the demand for products and services
  62. 62. Marketing & Sales Partnership Have a shared vision and goals Define together a ‘good lead’ 360 degree feedback Nurture strategy & sales enablement Alternate channels of fulfillment Build predictability
  63. 63. Align before demand generation kick starts
  64. 64. Change the conversation ROI Leads ROI $
  65. 65. AUGUST 2017 TRAFFIC AND LEAD GENERATION Organized by:
  66. 66. DON’T FORGET! CONTENT MARKETING ON STEROIDS 40% OFF https://2stallions.courses FREE ON-SITE SEO ANALYSIS
  67. 67. DON’T FORGET! GET UPDATES ON FUTURE EVENTS & OFFERS with #SPEAKEASYASIA NEWSLETTER https://speakeasyasia.co
  68. 68. AUGUST 2017 TRAFFIC AND LEAD GENERATION Organized by:

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