Software Business Website Best Practices

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Software Business Website Best Practices

  1. 1. 0 eDynamic, Friday, May 2, 2014 0 DigitalMarketing forB2BSoftware Companies NumberOneinaSeries
  2. 2. 1 eDynamic, Friday, May 2, 2014 1 1 2 3 4 5 THE BACKDROP CUSTOMER JOURNEY MARKETING CHALLENGES CUSTOMER ACQUISITION MAKING IT HAPPEN
  3. 3. 2 eDynamic, Friday, May 2, 2014 24% SUBSCRIPTION REVENUE (INCLUDING SAAS) TO GROW AT A 17.5% COMPOUNDED ANNUAL RATE, REACHING 24% OF TOTAL SOFTWARE REVENUE BY 2016 IDC, 2013
  4. 4. 3 eDynamic, Friday, May 2, 2014 67% 67PERCENT OF CIOS SURVEYED SAY THAT THEY HAVE TECHNOLOGY PROJECTS MOVING FORWARD WITHOUT GUIDANCE FROM THE CIO OR IT DEPARTMENTS Vanson Bourne, 2011
  5. 5. 4 eDynamic, Friday, May 2, 2014 65% MARKETING DEPARTMENTS WILL OUTSPEND TECHNOLOGY DEPARTMENTS ON INFORMATION TECHNOLOGY WITHIN FIVE YEARS, WITH 65% OF CMOS HAVING THEIR OWN CAPITAL BUDGETS AT THAT TIME Gartner, 2012
  6. 6. 5 eDynamic, Friday, May 2, 2014 AlthoughSaaSrepresented only4.9percentoftotal softwarerevenuesin2011,a consistentandsignificant shifttowardsSaaSis occurring. Subscriptionsoftware purchaseswillreach24%of totalsoftwarerevenueby 2016. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% License Growth Subscription Growth Annual Growth TheBusinessofSoftwareisChanging PwC Global 100 Software Leaders,May 2013 4% 17.5%
  7. 7. 6 eDynamic, Friday, May 2, 2014 Cloud,SaaSandother subscriptionmodelsmakeit easierforcustomersto switchvendors. Asubscriptionbusiness modelplacessignificant focusonrenewals—ongoing customerengagement becomesasimportant(or moreso)thaninitial acquisition. TheSoftware‘Sale’TakesonNewMeaning
  8. 8. 7 eDynamic, Friday, May 2, 2014 CIOsarenolongerthesole decisionmakersinsoftware purchases. Individualswithin organizationsnowbypassIT topurchasesoftwaretoget theirjobdone. Whatdoesitmeanto‘sell’ enterprisesoftwareinthe future? CustomerareAlsoChanging Consumerism of Software BYOD Mobile Apps Low Monthly Subscription Try and Buy
  9. 9. 8 eDynamic, Friday, May 2, 2014 TheCMOisnowseendirectly impactingrevenue: 1. Marketinghasvisibilityinto leadflowandtherefore salesnumbers 2. Metricsattributesales successtoMarketing’s effortsandactions 3. Marketingcanshowdirect accountabilityforrevenue TheCMOisRecognizedasaRevenueDriver
  10. 10. 9 eDynamic, Friday, May 2, 2014 CMOsaretakingonadeeper technologyrolemoving 1. Earliermarketing budgetsweremedia- driven,notdependent upontechnology 2. Technologyisprimary enablerformarketing organizationtoday 3. Marketingtechnologies nowintegratewithsales andsupporttechnologies TheCMOWillDemandandGainMoreBudget Lookingaheadto2014, nearlyhalf(45%)ofB2B marketersareexpecting toseebudgetincreases, muchinpartduetothe popularityofseveral digitalmarketing channels(web,email, socialandSEO). SageFrog Marketing Group 2013 B2B Marketing Mix, 2013
  11. 11. 10 eDynamic, Friday, May 2, 2014 Takeaways 1. Thesoftwareindustryischangingrapidly: New modelstosellandprovisionsoftware(e.g.SaaS, mobileapplications,hybridmodels)changethe ‘classic’softwaremarketingandsalesmodels 2. Expectationsonhowtobuysoftwarehaschanged: Enduserswanttocontroltheirdestiny,outsideof theconstraintsofIT—theyhavebudgettopurchase softwarewithinthesenewmodels. 3. TheCMOisbecomingatechnologist: Morebudget isdevotedtosoftwaretechnologies,lesstomedia— theunderstandingandfocusisquicklyshifting
  12. 12. 11 eDynamic, Friday, May 2, 2014 11 1 2 3 4 5 THE BACKDROP CUSTOMER JOURNEY MARKETING CHALLENGES DEMAND GENERATION MAKING IT HAPPEN
  13. 13. 12 eDynamic, Friday, May 2, 2014 50% OVER 50 PERCENT OF CUSTOMER INTERACTIONS HAPPEN DURING A MULTI-EVENT, MULTI-CHANNEL JOURNEY McKinsey & Company, 2013
  14. 14. 13 eDynamic, Friday, May 2, 2014 15% JOURNEY-LED TRANSFORMATION CAN FUEL REVENUE GROWTH (ACQUISITION, UPSELL AND REDUCE CHURN) BY 15 PERCENT McKinsey & Company, 2013
  15. 15. 14 eDynamic, Friday, May 2, 2014 TheCustomerLifeCycle Thecustomerlifecycleletsusthinkaboutaperson’srelationshipwitha companythroughtheireyes,astheypursuetheirvariousjourneys 1 2 3 4 6 Awareness Search Evaluate Commit Value 5 Advocate Thecustomer recognizesa needand looksfora solution  Hasaproblem tosolve  Goestoa tradeshow  Readsanarticle Thecustomer looksfora solutionto satisfytheir needs  Searches Googlefor solutions  Visitsastore  Accumulates knowledgeof options Thecustomer weighsthe alternative solutions available  Researches vendors  Talkstopeers  Engagesa discussion forum Thecustomer commercially commitsto thesolution andvendor  Compares pricing  Talksto references  Commitstothe vendor Thecustomer realizesthe valuethe vendor provides  Valueisrealized  Differentiation isappreciated Thecustomer communicates thevalueto theirindustry peers  Talkstopeers  Engagesina discussion forum  Further commitstothe brand NewCustomerAcquisitionJourney RetentionAcquisition
  16. 16. 15 eDynamic, Friday, May 2, 2014 HowareCustomerJourneysChanging? A different customer journey for each channel Digital somewhat influence purchase behavior Customers are subdivided in macro segments Content and commerce are clearly separated An expectation that the customer journey is seamless across channels Digital is critical for engaging and converting customers Customer journeys are divided in to micro segments and vary by category Lines between content and commerce are blurring ToFrom
  17. 17. 16 eDynamic, Friday, May 2, 2014 JourneysGuidetheChannels Thejourneycanhelpusidentifythemostappropriatechannelstouseto helpthepersonachievetheirobjectiveattheendofthejourney 1 2 3 4 6 RetentionAcquisition Channels Awareness Search Evaluation Purchase Support 5 Upsell YouTube Email Webinars LinkedIn White Papers Mobile App Private Community Web Content
  18. 18. 17 eDynamic, Friday, May 2, 2014 JourneysGuidetheContent Thejourneycanhelpusidentifythemostappropriatechannelstouseto helpthepersonachievetheirobjectiveattheendofthejourney 1 2 3 4 6 RetentionAcquisition Audience Awareness Search Evaluation Purchase Support 5 Upsell End User Purchasing Manager COO End User Manager
  19. 19. 18 eDynamic, Friday, May 2, 2014 JourneysGuidetheMetrics Thejourneycanhelpusidentifythemostappropriatechannelstouseto helpthepersonachievetheirobjectiveattheendofthejourney 1 2 3 4 6 RetentionAcquisition Awareness Search Evaluation Purchase Support 5 Upsell
  20. 20. 19 eDynamic, Friday, May 2, 2014 Takeaways 1. Acustomerengagesyouonmanyjourneys: A customerlifecyclehasmanyjourneys—acquisition, problemtoresolution,upgrades,upsell… 2. Customerjourneysprovideunderstanding: Youput yourselfinthecustomer’sshoes—whatdecisions aretheymaking,whatcontentdotheyneed, throughwhatdevicesdotheywanttoengageyou? 3. Journeysprovideaframeworkformarketing: A commonperspectiveandlanguageforwhatthe customerexpectsandshouldexperience
  21. 21. 20 eDynamic, Friday, May 2, 2014 20 1 2 3 4 5 THE BACKDROP CUSTOMER JOURNEY MARKETING CHALLENGES CUSTOMER ACQUISITION MAKING IT HAPPEN
  22. 22. 21 eDynamic, Friday, May 2, 2014 42% ONLY 42 PERCENT OF THE MARKETERS CLAIM TO HAVE THE CAPABILITY TO PROVIDE A UNIFIED CUSTOMER VIEW AND HOUSE DATA IN A USABLE, ACCESSIBLE FORMAT Forrester, 2012
  23. 23. 22 eDynamic, Friday, May 2, 2014 300% BY 2013, LEAD MANAGEMENT CAMPAIGNS INTEGRATING 4 OR MORE DIGITAL CHANNELS WILL OUTPERFORM SINGLE- OR DUAL- CHANNEL CAMPAIGNS BY 300% Gartner, 2012
  24. 24. 23 eDynamic, Friday, May 2, 2014 85% WEBSITES ARE THE MOST POPULAR CHANNEL, USED BY 85% OF B2B MARKETERS, FOLLOWED BY EMAIL MARKETING (72%), SOCIAL MEDIA (67%) AND SEARCH ENGINE OPTIMIZATION (56%). SageFrog Marketing Group, 2013 B2B Marketing Mix, 2013
  25. 25. 24 eDynamic, Friday, May 2, 2014 Marketer’sJourney:DigitalOptimization DigitalEnlightenment Digitalmarketing dependentuponweb CMS,marketing automationandCRM Digitalplatformsare identified,evaluated andpurchased Incrementalvalueis gainedfromeach platform DigitalPromises Softwarepurchased andinstalled Resultsnotlivingupto vendorclaimsand internalexpectations Web,emailandsales teamsarenotworking asone Softwareinvestmentis unrealized DigitalIntegration Integrateddigital ecosystem Singlecustomerview Cross-channel engagement Trigger-basednurturing acrosschannels DigitalOptimization Customerlifecycle- drivencontentstrategy Cross-channel personalized experiences Next-best-action marketingbasedon predictiveanalytics Chasmof Disappointment MAP CRM CMS MAP CRM CMS Social
  26. 26. 25 eDynamic, Friday, May 2, 2014 Marketer’sJourney:DigitalOptimization DigitalEnlightenment Digitalmarketing dependentuponweb CMS,marketing automationandCRM Digitalplatformsare identified,evaluated andpurchased Incrementalvalueis gainedfromeach platform DigitalPromises Softwarepurchased andinstalled Resultsnotlivingupto vendorclaimsand internalexpectations Web,emailandsales teamsarenotworking asone Softwareinvestmentis unrealized DigitalIntegration Integrateddigital ecosystem Singlecustomerview Cross-channel engagement Trigger-basednurturing acrosschannels DigitalOptimization Customerlifecycle- drivencontentstrategy Cross-channel personalized experiences Next-best-action marketingbasedon predictiveanalytics Chasmof Disappointment MAP CRM CMS MAP CRM CMS Social
  27. 27. 26 eDynamic, Friday, May 2, 2014 Takeaways 1. Truedigitalintegrationisnoteasy,butitpays: For thoseorganizationthatcanintegrateacrossALL digitalchannels—thereissignificantupside. 2. Asingleviewofthecustomerisrequired: All channels(read‘platforms’)mustbeabletoseeand actonthesameinformation. 3. Focusonintegratingwhatyouhavefirst: Youwillget moremileagebyintegratingwhatyou(e.g.weband email)thatbypilingonnewchannels.
  28. 28. 27 eDynamic, Friday, May 2, 2014 27 1 2 3 4 5 THE BACKDROP CUSTOMER JOURNEY MARKETING CHALLENGES CUSTOMER ACQUISITION MAKING IT HAPPEN
  29. 29. 28 eDynamic, Friday, May 2, 2014 70% 70 PERCENT OF THE BUYER’S JOURNEY IS COMPLETE BEFORE A PROSPECT REACHES OUT TO A SALES PERSON SiriusDecisions, 2012
  30. 30. 29 eDynamic, Friday, May 2, 2014 60% ON AVERAGE (AND WITH LITTLE VARIATION AMONG INDUSTRIES) CUSTOMERS WILL CONTACT A SALES REP WHEN THEY INDEPENDENTLY COMPLETED ABOUT 60% OF THE PURCHASING DECISION PROCESS. Corporate Executive Board (CEB), B2B Marketing Survey, 2011
  31. 31. 30 eDynamic, Friday, May 2, 2014 75% 37% SPEND 75% OF THEIR BUDGET ON ACQUISITION AND 25% OF THEIR BUDGET ON RETENTION/CROSS-- ‐SELL. The Kern Organization, Mid-Year Marketing Trends, 2011
  32. 32. 31 eDynamic, Friday, May 2, 2014 CustomerAcquisitionConsiderations 1. Doweunderstandhowourbuyersmovefromone stageofthejourneytothenext? 2. Arewealigningwithouraudience? 3. Areweansweringthebuyersquestions? 4. Arewetouchingthebuyersufficientlytobuilda relationshipthatleadstocommitment?
  33. 33. 32 eDynamic, Friday, May 2, 2014 Alignment: PlatformAlignment Thebuyingjourneywilloccurwhereitismost convenientforthebuyer—notwhenthat ‘responsive’websiteisready.
  34. 34. 33 eDynamic, Friday, May 2, 2014 Alignment: ChannelImpact ASSISTING channels build awareness, consideration, and intent earlier in the customer journey or “purchase funnel.” LAST INTERACTION channels act as the last point of contact prior to a purchase. http://www.google.com/think/tools/customer-journey-to-online-purchase.html Google’sperspectiveonthechannel’simpact onthe“60%ofthebuyingjourney”
  35. 35. 34 eDynamic, Friday, May 2, 2014 ContentmarketingisBIG now—manyofusarefocused oncreatingmoreofit. Thebiggerquestion—arewe creatingthecontentthat buyersneedtomake decisions? Alignment: ContentRelevance Thebiggestproblemwith currentB2Bdigital approaches:Theyrelyon contentthatisnotatalluseful forcustomersinthemidstofa learningjourney. Mostcontentislowvalue;it maybeinterestingorgetalot of‘engagement,’butit doesn’thelpbuyersmake commercialdecisions. Google and Corporate Executive Board (CEB) 2011 and 2012 Studies
  36. 36. 35 eDynamic, Friday, May 2, 2014 Takeaways 1. Makeiteasyforbuyerstoengageyou: Deliveryour contentonthedevices(e.g.smartphone,tablet, desktop)andnetworks(e.g.Facebook,LinkedIn, Slideshare,etc.)theyuse. 2. Makesurethatyouarespeakingtothemina languagetheyunderstand: Alignyourcontenttothe customer—whatroletheyplay,industrytheyarein andproblemtheywanttosolve—makeitabout them.
  37. 37. 36 eDynamic, Friday, May 2, 2014 36 1 2 3 4 5 THE BACKDROP CUSTOMER JOURNEY MARKETING CHALLENGES CUSTOMER ACQUISITION MAKING IT HAPPEN
  38. 38. 37 eDynamic, Friday, May 2, 2014 64% 64% OF B2B MARKETERS SAY THAT PRODUCING ENOUGH CONTENT IS THEIR BIGGEST CONTENT MARKETING CHALLENGE. Content Marketing Institute, 2013
  39. 39. 38 eDynamic, Friday, May 2, 2014 56% 56 PERCENT OF MARKETERS BELIEVE THE HAVE A SINGLE VIEW OF THE CUSTOMER THAT CAN DRIVE PERSONALIZED ENGAGEMENT ACROSS CHANNELS. Econsultancy, State of customer engagement, 2013
  40. 40. 39 eDynamic, Friday, May 2, 2014 Content Management (CMS) Marketing Automation Analytics Social Networks and Private Community Customer Relationship Management (CRM) 1. Contentmanagement:Delivera relevantexperiencethataligns withyourbuyer 2. Marketingautomation:Nurture therelationship,drivingpeople backtoyourwebsite 3. Analytics:Understandwhat peoplewantandwhatisworking 4. SocialandCommunity:Bewhere peoplespendtheirtime 5. CRM:Collectandactonoffline informationcollectedbythesales andsupportorganizations DigitalEcosystemTablestakes
  41. 41. 40 eDynamic, Friday, May 2, 2014 1. Multipleleadprofiles: Incompleteleadprofilesdrive platform-led,siloed engagement 2. Disrupteddigitaljourney: Buyersencounterdifferent experiencesacrosschannels 3. Irrelevantcommunication: Communicationinvolves“best- guess”personalizationthatis outofcontext Uncoordinatedplatforms createdissonanceforbuyers MakeSureChannelsWorkinUnison
  42. 42. 41 eDynamic, Friday, May 2, 2014 1. Planyourengagementand content: Analyzethebuying journey,segmentationand motivation/painpoint MaketheAcquisitionEngineWork
  43. 43. 42 eDynamic, Friday, May 2, 2014 1. Planyourengagementand content: Analyzethebuying journey,segmentationand motivation/painpoint 2. Createrelevantcontent: Alignanddevelopcontent withbuyerexpectations MaketheAcquisitionEngineWork
  44. 44. 43 eDynamic, Friday, May 2, 2014 1. Planyourengagementand content: Analyzethebuying journey,segmentationand motivation/painpoint 2. Createrelevantcontent: Alignanddevelopcontent withbuyerexpectations 3. Definescoringapproach: Definemetricsthatinform themindsetandmaturityof prospects MaketheAcquisitionEngineWork Completed Poll Download Whitepaper Journey Includes Contact Page Yes Yes Disposition: “Information Search” Lead Score: 20 No Disposition: “Information Search” Lead Score: 15 No Disposition: “Purchase Decision” Lead Score: 40 Yes Disposition: “Evaluate Options” Lead Score: 30 No
  45. 45. 44 eDynamic, Friday, May 2, 2014 1. Planyourengagementand content:Analyzethebuying journey,segmentationand motivation/painpoint 2. Createrelevantcontent:Align anddevelopcontentwith buyerexpectations 3. Definescoringapproach: Definemetricsthatinformthe mindsetandmaturityof prospects 4. Automateacross-channel, closedloopengagement cycle:Employarules-driven approachtoengage prospects MaketheAcquisitionEngineWork
  46. 46. 45 eDynamic, Friday, May 2, 2014 Softwaremarketersaremore likelythantheirB2Bpeersto tailorcontent: 1. Profileofindividual decisionmaker(67%vs. 59%) 2. Companycharacteristics (59%vs.52%) 3. Stageinthebuyingcycle (56%vs.42%) SoftwareMarketersareTailortheirContent
  47. 47. 46 eDynamic, Friday, May 2, 2014 Web Page Landing Page Email CMS CRMMarketing Automation Forms Tracking Tags Content Personalization Engine Behavior Data Rules Engine Profile Data Customer Profile Link Personalized Email Personalized Landing Page Personalized Web Page Prospect 1. Technologyplatforms: Start withwhatyouhaveandbuild onit—itoftenisCMSor marketingautomation 2. Singleviewofthebuyer: Createacommonview—one songsheet—thatall platformsworkfrom 3. Contentmarketingstrategy: Contentmustalignwithyou buyer’sjourney,while speakingtothetheirroles, industries(andother segments) andneeds DrivingValueforOrganizations
  48. 48. 47 eDynamic, Friday, May 2, 2014 Takeaways 1. Donotbecomepre-occupiedwiththetools: Toolsarea BIGpartofdigitalmarketing,butunderstandingyour buyer’sjourneyandneedsisparamounttosuccess. 2. Asingleviewofthecustomerisrequired(Statedagain): Withoutasingleview—howeveritisachieved—channels willcommunicateindependentlywhichcauses confusion. 3. Creatingcontentishard: Oneofthemost overwhelmingaspectsofsuccessfuldigitalmarketingis constantneedforcontent.
  49. 49. 48 eDynamic, Friday, May 2, 2014 Connectwithus 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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