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2015 Control System Integrator
Digital Marketing Benchmark
Report
1
Assessing the state of online marketing in the control system integrator
industry...
We randomly selected 100 North American
Control System Integrators.
2
The study focused on 32 metrics within 5 major performance groups...
Design & Usability: How well does the
website welcome visitors and communicate
the company’s unique value proposition?
3
The study focused on 32 metrics within 5 major performance groups...
Search Engine Marketing (SEM): Is the
website optimized in order to receive organic
search traffic and is paid search being
leveraged?
4
The study focused on 32 metrics within 5 major performance groups...
Content Marketing: Is there content
available on the website to attract visitors
and generate links because it offers value
to prospective leads?
5
The study focused on 32 metrics within 5 major performance groups...
Social Media: Does the website connect
with multiple, active and engaged social
media channels?
6
The study focused on 32 metrics within 5 major performance groups...
Marketing Funnel: Are there offers for
visitors to enter the marketing funnel at
every stage, not simply the bottom, sales
stage?
The CSI Industry Lags Behind
When compared to
other B2B
industries, Control
System Integrators
lag overall and in
every individual
category.
7
0
1
2
3
4
Design & Usability SEM Content Marketing Social media Marketing Funnel
Digital Marketing Performance
System Integrators B2B Industries SI Avg B2B Avg
Key Findings
Website Messaging and Usability
Websites Are Significantly Outdated
Technologies and messaging
on CSI websites have not
advanced with other B2B
industries.
9
Immobility
10
79% of websites are
not mobile-friendly.
Immobility
11
But Mobile Is Critical!
Mobile users overtook desktop
in 2014.
Immobility
Yes, Even In B2B
Mobile is preferred over the PC
for executives conducting
research during and after office
hours, according to the IDG
Global Mobile Survey 2014.
12
Content Mismangement
Nearly half (48%) do not use
a Content Management
System (CMS).
13
Content Mismangement
A CMS makes maintaining
and optimizing a website
faster, less expensive, and
more scalable.
14
Key Findings
Search Engine Marketing
In Search Of…
16
Control System Integrators
are not leveraging search
engines to generate organic
or paid traffic to their
websites.
Authority
85% of websites have a
Domain Authority below 40
(on a scale from 1 to 100).
17
7
42
36
10
3 1 0 0 0 0
0
5
10
15
20
25
30
35
40
45
10 20 30 40 50 60 70 80 90 100
DOMAIN AUTHORITY
Domain Authority
Authority
A domain authority below 40
makes it harder to rank for
important search keywords.
18
Ad Block
Yes No
Just 3% of CSIs are
advertising on Google’s
search engine.
19
Ad Block
A budget of approximately
$100 per day could result in
roughly 25 clicks and 3,000
search impressions per day.
20
Key Findings
Content Marketing
Unremarkable Content
Most of the content on
surveyed websites was
inwardly focused, providing
little value to visitors in early
buying stages.
22
Unremarkable Content
As part of a comprehensive
inbound marketing program,
offering remarkable content
is the foundation of higher
ROI.
23
Bloglessness
Two thirds of CSIs have no
blog or news feed.
Only 12% had a blog that
published industry-focused
content.
24
Bloglessness
Hubspot’s State of Inbound
Marketing report (2014 –
2015) shows that blogs
clearly outperform other lead
sources.
25
Unsociable
Two thirds of CSI websites
exhibited little or no social
media activity.
88% did not incorporate
social sharing buttons.
26
Unsociable
Social media was ranked the
most important lead source.
27
Key Findings
Marketing Funnel
Leaky Funnels
System integrators are
largely ignoring the top of
the marketing funnel,
focusing primarily on
evaluation and purchase.
29
Leaky Funnels
Offering content at every
stage in the marketing funnel
generates more leads.
• White paper
• ebook
• Kit
• Tip sheet
• Checklist
• How-to video
• Educational webinar
TOFU
•Product webinar
•Case study
•Sample
•FAQ
• Data sheet
• Demo
MOFU
• Free trial
• Live Demo
• Consultation
• Estimate
• Coupon
BOFU
30
Calls to Action
84% of websites lacked
compelling, visually
distinctive call-to-action
buttons.
31
Calls to Action
Calls to action prompt
visitors to take the actions
that help meet your goals for
success.
32
Landing Pages
95% of websites failed to use
landing pages, which contain
an offer designed to collect
information from prospects.
33
Landing Pages
Landing pages are the front
door to let prospects into
your marketing funnel.
34
Download the Complete Report
Download the entire 33-page report, complete with marketing trends and graphs for all 35 criteria.
Each result is presented along with a detailed explanation and tips for implementation and
improvement.
www.authentiasoft.com/2015-csi

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2015 Control System Integrators Digital Marketing Benchmark Report

  • 1. 2015 Control System Integrator Digital Marketing Benchmark Report
  • 2. 1 Assessing the state of online marketing in the control system integrator industry... We randomly selected 100 North American Control System Integrators.
  • 3. 2 The study focused on 32 metrics within 5 major performance groups... Design & Usability: How well does the website welcome visitors and communicate the company’s unique value proposition?
  • 4. 3 The study focused on 32 metrics within 5 major performance groups... Search Engine Marketing (SEM): Is the website optimized in order to receive organic search traffic and is paid search being leveraged?
  • 5. 4 The study focused on 32 metrics within 5 major performance groups... Content Marketing: Is there content available on the website to attract visitors and generate links because it offers value to prospective leads?
  • 6. 5 The study focused on 32 metrics within 5 major performance groups... Social Media: Does the website connect with multiple, active and engaged social media channels?
  • 7. 6 The study focused on 32 metrics within 5 major performance groups... Marketing Funnel: Are there offers for visitors to enter the marketing funnel at every stage, not simply the bottom, sales stage?
  • 8. The CSI Industry Lags Behind When compared to other B2B industries, Control System Integrators lag overall and in every individual category. 7 0 1 2 3 4 Design & Usability SEM Content Marketing Social media Marketing Funnel Digital Marketing Performance System Integrators B2B Industries SI Avg B2B Avg
  • 10. Websites Are Significantly Outdated Technologies and messaging on CSI websites have not advanced with other B2B industries. 9
  • 11. Immobility 10 79% of websites are not mobile-friendly.
  • 12. Immobility 11 But Mobile Is Critical! Mobile users overtook desktop in 2014.
  • 13. Immobility Yes, Even In B2B Mobile is preferred over the PC for executives conducting research during and after office hours, according to the IDG Global Mobile Survey 2014. 12
  • 14. Content Mismangement Nearly half (48%) do not use a Content Management System (CMS). 13
  • 15. Content Mismangement A CMS makes maintaining and optimizing a website faster, less expensive, and more scalable. 14
  • 17. In Search Of… 16 Control System Integrators are not leveraging search engines to generate organic or paid traffic to their websites.
  • 18. Authority 85% of websites have a Domain Authority below 40 (on a scale from 1 to 100). 17 7 42 36 10 3 1 0 0 0 0 0 5 10 15 20 25 30 35 40 45 10 20 30 40 50 60 70 80 90 100 DOMAIN AUTHORITY Domain Authority
  • 19. Authority A domain authority below 40 makes it harder to rank for important search keywords. 18
  • 20. Ad Block Yes No Just 3% of CSIs are advertising on Google’s search engine. 19
  • 21. Ad Block A budget of approximately $100 per day could result in roughly 25 clicks and 3,000 search impressions per day. 20
  • 23. Unremarkable Content Most of the content on surveyed websites was inwardly focused, providing little value to visitors in early buying stages. 22
  • 24. Unremarkable Content As part of a comprehensive inbound marketing program, offering remarkable content is the foundation of higher ROI. 23
  • 25. Bloglessness Two thirds of CSIs have no blog or news feed. Only 12% had a blog that published industry-focused content. 24
  • 26. Bloglessness Hubspot’s State of Inbound Marketing report (2014 – 2015) shows that blogs clearly outperform other lead sources. 25
  • 27. Unsociable Two thirds of CSI websites exhibited little or no social media activity. 88% did not incorporate social sharing buttons. 26
  • 28. Unsociable Social media was ranked the most important lead source. 27
  • 30. Leaky Funnels System integrators are largely ignoring the top of the marketing funnel, focusing primarily on evaluation and purchase. 29
  • 31. Leaky Funnels Offering content at every stage in the marketing funnel generates more leads. • White paper • ebook • Kit • Tip sheet • Checklist • How-to video • Educational webinar TOFU •Product webinar •Case study •Sample •FAQ • Data sheet • Demo MOFU • Free trial • Live Demo • Consultation • Estimate • Coupon BOFU 30
  • 32. Calls to Action 84% of websites lacked compelling, visually distinctive call-to-action buttons. 31
  • 33. Calls to Action Calls to action prompt visitors to take the actions that help meet your goals for success. 32
  • 34. Landing Pages 95% of websites failed to use landing pages, which contain an offer designed to collect information from prospects. 33
  • 35. Landing Pages Landing pages are the front door to let prospects into your marketing funnel. 34
  • 36. Download the Complete Report Download the entire 33-page report, complete with marketing trends and graphs for all 35 criteria. Each result is presented along with a detailed explanation and tips for implementation and improvement. www.authentiasoft.com/2015-csi