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Dma2012 idss presentationv3


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Convert More Web Traffic and Demand Investment into Tangible Business
Intelligent Digital Self Service

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Dma2012 idss presentationv3

  1. 1. DMA Winter Briefing February 23, 2012Convert More Web Traffic and Demand Investment into Tangible Business Analysis & Opportunity for Agencies Andy McCartney
  2. 2. Intros Andy McCartney – Managing Partner Personifeye Solutions Group • 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 Agency Modernization & Growth Consulting Digital Strategy TechnologyAgencies: Definition6, McKee Wallwork & Execution SOLUTIONSCleveland, St. John & ImplementationPartners, SB&A, Godfrey, LaBreche, MarketVision, TrainingRichter7, ESW Partners, Heinzeroth, NetworkAffiliates, Sawtooth Group, Sigma 2 Agencies: LaBreche, Spalding Jackson
  3. 3. ‘RODI’TODAY Engagement & ConversionTop Digital Priorities What is Conversion and CRO? Oh Yes The Funnel Which Metric(s) Fail, & Why One Possible Solution Opportunity for Agencies
  4. 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. 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. For example • Single step: # visitors who register for a webinar, or request a call with sales • Multi step: # prospects who become customers via several steps/interactions Conversion, conversion optimization, or conversion rate optimization used synonymously
  6. 6. Digital Traditional Situation Marketing Marketing Print/Ads Ads, Blogs, Social SEO/SEM Events/Expos TV/Radio Analysis Websites, Microsites Email / Mobile Telesales Content, Video… Other … Interest / Traffic To Web ‘Zones’ Awareness & Demand Generation Score = B Engagement, Capture & Conversion into ‘Tangible Assets’ (Contacts, Prospects, L eads, Business and Outcome from Online Visits? Ongoing Relationships) Next Step: 2-3% Score = D- Sales: 0.2 - 0.3% Source: Marketing Sherpa6
  7. 7. For Tangible Outcomes, Think Funnel + %s Conversion steps towards digital relationships and ROI differs between organizations and between B2B to B2C: Demand Generation Multiple Steps e.g. Single Step Longer Sales Cycle e.g. B2C Sample B2B stats: 2-3% of web visitors offer % contact information Inquiry to Close Average 0.32% % Good 0.69% Best 1.35%7
  8. 8. 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/monthMore on social sites X 970-980
  9. 9. The World Has ChangedWHY? Decision Making Has Changed Conversational MarketingPromotional Marketing e.g. B2B Source: Marketo
  10. 10. 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 ….”
  11. 11. A Good Example 14% of Clicks• Typical web site, sales phone and contact us/email 86% of Clicks
  12. 12. Minimal Options for Conversion The Only CTA and Next Step
  13. 13. Minimal Options for Conversion Incredible Missed Opportunity Noengagement, interaction or next steps with 97- Phone Number and Email 98% of visitors
  14. 14. Solution = “Intelligent Digital Self Service”Minimally:• 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
  15. 15. A ‘Brochure Site’ with Minimal Engagement
  16. 16. Solution? Add a ConversionMagnet ‘Zone’ Demo site with ConversionMagnetTransforms a ‘brochure’ style site .. into a prospect engagement and lead generation site click on the ‘Take Action Now’ orange button ‘Quick Info Access’ green button or lower right triangle
  17. 17.
  18. 18. PLUS Accelerate the Path of Prospects from Multiple Digital Locations ConversionMagnet Social Conversion Regular Demand Generation Tactics + Zone Engagement Traffic Tactics e.g. URL to zone Add a ‘trapdoor’ link from any social or digital location straight into your white paper conversion zone:
  19. 19. Convert from Any Digital Location Source: Creative Traction Add ConversionMagnet ‘trapdoors’ to content and programs within any channel.20
  20. 20. Success Benchmarks - Type 1 Customers 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
  21. 21. Success Benchmarks - Type 2 Customer Before ConversionMagnet Primary CTA = Evaluation Signup (24 hr) DemandGen Activities 2-3 emails per week Paid Search (Adwords) Ads in Busdev space Press Release 1/month SEO / refresh PRIMARY Direct mail - to site Avg 25 signups / week 2 blogs = 1% Visits to CTA White papers Twitter: 2-3 per week LinkedIn Groups Website: Signups to Close 2,500 Unique Visits Per Week = 3/week = 12% 3 closes per week = 12% of Signups = 0.12% of Visitors to Close
  22. 22. Success Benchmarks - Type 2 Customer With ConversionMagnet in Trial DemandGen Activities Secondary CTA Capture Points = SECONDARY 2-3 emails per week 120: Content packs 5% 3% Paid Search (Adwords) 110: Webinar reruns Ads in Busdev space 2% 50: Assessments Press Release 1/month 40: ROI calculators 75: Alert signups Etc etc PRIMARYPLUS URL to zone Avg 51 signups / weekSocial Trapdoors = 2% Visits to CTA Integrate with CRM & Pardot for nurturing Website: Signups to Close 2,900 Unique Visits Per Week = 6/week = 12% 6 closes per week = 12% of Signups = 0.24% of Visitors to Close
  23. 23. Digital Traditional Marketing Marketing SEO/SEM Ads, Blogs, Social Print/Ads ConversionMagnet Events/Expos Websites, Microsites Email / Mobile TV/Radio Telesales In a Nutshell Content, Video… Other … Collate primary and Interest / Traffic To Master Website secondary Calls-To- Action, content requests, engagement tools and contact options. Engage ConversionMagnet Tactics Connect at all stages of the AIDA funnel via Intelligent Digital Self Service. ConversionMagnet24
  24. 24. Agency Opportunity • ConversionMagnet is a 100% Custom Solution Requiring knowledge, consulting and collaboration with client • ConversionMagnet is Central to Digital Strategy Elevating relationship and stickiness • Revenue Generation: Ongoing Initial Content Full Setup Creation ServiceInitial Design &Implementation$5k - $50k projects Content Fuels the Solution Ongoing SaaS & Full Service $500 - $10,000+ per month! $500 - $2,500 per month
  25. 25. Partnering with Agencies • Personifeye partners with agencies to design innovative and results driven ‘zones’. • Step 1: Run a Situation Analysis – Business/Website objective(s) – Target Market/Personas/Journey – Sales Cycle & Triggers – Self Service, Content & Engagement Options – Digital Locations for Ads and Content (e.g. LinkedIn, Blog) – Capture Options for Each Stage of Decision Cycle – Calls-to-action, Alerts/Triggers, Routing, Automation, Mix with Offline • Never ‘One Size Fits All’. Custom solution based on all the variables for client’s target market, sales cycle and likely self-service prospecting mechanisms.26
  26. 26. Conclusions 1. Have your clients consider the adoption of an ‘intelligent digital self service’ strategy and ongoing solution. 2. Create an ‘engagement, capture & conversion zone’ that maximizes the opportunity to connect digitally with target markets. 3. Pull higher quality traffic from multiple offline and online locations (e.g. magazine QR code, social site, blog) directly into your conversion zone to lift ROI. Thanks! Contact: andy.mccartney@personifeye.com27
  27. 27. DMA Winter Briefing February 23, 2012 Thanks!Contact: