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Next Generation B2B High Tech Websites


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Learn how high tech companies can transform their static, non engaging website into a lead conversion engine

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Next Generation B2B High Tech Websites

  1. 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Web Site Best Practices for B2B High Tech Companies Webinar August 2012
  2. 2. 1 Comprehensive Offering that Enables Needs of High Tech Digital Marketers Increase brand awareness Increase lead acquisition & conversion Lower cost of acquisition Lower cost to serve & improve customer service Improved EBITA Site Conversion Tactics UX and IA Creative Experience Content Strategy Email Mobile Marketing Automation CMS Analytics CRM Social Media Community Demand Generation Strategy Personalization Strategy Optimization Strategy Social Media SEO and SEM Campaign Planning Marketing Automation CMS Analytics CRM Social Media Community Demand Generation Strategy Personalization Strategy Optimization Strategy Social Media SEO and SEM Campaign Planning Strategy Experience Technology
  3. 3. 2 1. Importance of websites for high tech companies 2. The challenges that impact success 3. Roadmap to success What We Will Cover Today Our focus is on successful high-tech websites – B2B websites for software products, hardware products and communications companies
  4. 4. 33 The importance of your website
  5. 5. 4 It is the window to your world… It is the first impression … and it could be the last…
  6. 6. 5 The importance of your website cannot be overstated Buyers user the site as a tool to buy 80% of buyers said they found the vendor, not the other way round. Source: MarketingSherpa B2B Marketing Benchmark Survey 2008 Buyers are doing most of their initial research online before initiating conversations. Shift in focus from traditional traditional techniques like mail shots and cold calling, to techniques based on websites and ‘content-based’marketing.
  7. 7. 6 The importance of your website cannot be overstated Website is the most important marketing asset for a b2b organization Website is the number 1 tactic used Source: B2B Technology Marketing Benchmark Survey 2008
  8. 8. 77 Challenges with High Tech Websites?
  9. 9. 8 According to eMarketer, 39% of marketers are not happy with conversion. Spend is $23 Bn, conversion is low 3%  Buyers have too many options - very little time to select and convert  Sites offer confusing and irrelevant content  Simply increasing traffic is not the answer  Lack of multi-channel engagement Website and email automation/CRM not integrated  Not enough focus on conversion. Spend on cost to traffic to conversion is 92:1 (source: Omniture)
  10. 10. 9 Most prospects are finding you through your Web site, which leaves them in control of the conversation. Web Sites have One-way Conversation • Traditionally Web sites are static information repositories; • Prospect searches your site until they either find the information they want/need, or they leave; • If they find the information, they (may) decide to engage with you.
  11. 11. 10 • Websites are Everything for Everyone Prospects have to find information through a rubble of content Sites have little intelligence on who is visiting them and what they want or what engagement has already occurred
  12. 12. 11 Email, Web and Mobile channels don’t work together to engage prospects Messaging that is not consistent across channels that confuse the prospect Technologies don’t work together Data is siloed for channels and don’t work together to drive conversion
  13. 13. 12 Quality of leads is poor Lead to customer conversion is difficult Which leads to focus on Friction between sales and marketing – they say its all junk!
  14. 14. 13 The road to success
  15. 15. 14 •It is important to plan to get to your destination Define your digital strategy •Understand the buyer and target the buying processTarget the buying lifecycle •Personalized Experience •Content structure and managing content •Drive conversion Experience that engages • Under the hood of a website - CMS, Search and Analytics • CRM, Marketing Automation Cohesive digital technology • Email, Mobile and tablet experiencesMulti-channel engagement • The most important driver of conversionTesting and optimization • Ease of finding product and information on the site Importance of Website Search • Utilize communities to drive self service and customer engagementCommunity and social Road to success
  16. 16. 15 1995 Informational •Brochure-ware •Webmaster bottleneck 2000 Transactional •IT-driven •Commerce •Portals •Personalization 2007 Persuasive •Marketing-driven •Focus on business solution 2011+ Contextual & Collaborative •Social •Personal •Interactive •Mobile Changes in the Direction of Websites The content and experience of next generation websites is driven by the visitor context
  17. 17. 16 Focus: • Presence • Brochure-ware • KPI’s are traffic related Focus: • Use web to grow revenues • KPI’s are related to business objectives • Social media is about listening Focus: • Optimize digital presence to get higher engagement • Optimize marketing spend • KPI’s have monthly targets • Social is optimized to enhance the brand and drive leads Focus: • Nurture prospects and customers • Support is automated through peer-to-peer and self help communities • KPI’s are tied with lead generation and revenue • Social is automated & integrated w CRM Focus: • Relevant 1-to-1 conversations with customers, blending offline and online behavior • Building Customer profile with relevant data • KPI’s are linked to CRM and measure wins, revenue & loss through integrated online / offline cross- channels • Deep relationships are formed with advocates Goals • Basic website for branding • Newsletter • Web analytics • Multichannel with mobile presence • Cross-channel engagement analytics • Sales Enablement (B2B) • Segmented e-mail campaigns • Campaign management • Rules based personalization • Optimization • Personas & Profiling • Predictive personalization • Cross digital channel automation • Trigger based e-mail dialogue • Reduced cost • Bridging the online and offline - one view of customer • Integration to CRM • Online and offline automation • Up/cross sell • Effective onboarding • Increased LTV Where are you on the Curve? edynamic works with organizations to move them up the Digital Maturity Curve—we help define the roadmap for you get there Static Tactical Optimizing Automation Engaging
  18. 18. 1717 Buying lifecycle
  19. 19. 18 Buyer 2.0 There is a new buyer in control of the acquisition process; they drive the process and the website is a key tool of engagement Source: marketing Sherpa B2B benchmarking report
  20. 20. 19 Digital marketing can have a strong influence on the buying lifecycle. Marketing and business development align and influence the buying process by aligning on the buying lifecycle Segment your Audience Understand Motivations/Pain Pts Map the Messages Understand Communication Channels
  21. 21. 20 Digital marketing can have a strong influence on the buying lifecycle. Marketing and business development align and influence the buying process by aligning on the buying lifecycle Segment your Audience Understand Motivations/Pain Pts Map the Messages Understand Communication Channels
  22. 22. 21 Need Recognition Information Search Evaluate Options Decision Engagement IT -Technical fit -Product capability -Performance -Costs(budget) -Company credibility -RFI/RFP Stage` Problems that need to be solved -SW proves itself in customer’s environment -Demonstrate the ability to solve their specific problem -Relative to their needs -Demo using their assets -Prof services engaged?? Ongoing support and upsell References Research website to find information Example of a Buying lifecycle IT buyer looking for a b2b software product
  23. 23. 22 Buying lifecycle drives a dynamic personalized expeirence on your website An experience that gives prospects what they need and when they need it by reading their Digital Body Language
  24. 24. 2323 Digital Technologies that drive conversion
  25. 25. 24 What technologies impact conversion Several platforms engage to drive conversion.
  26. 26. 25 Trends to watch  Vendors are focused on differentiation, as CMS capabilities are commoditized  Vendors are encroaching on other solutions: marketing/email automation, digital asset management  Focus on customer engagement through personalization and context  Acquisition and consolidation Web Content Management Systems WCMS is typically the center of a digital platform strategy that becomes the foundation for other surrounding solutions Considerations  Technology platform  Focus on how rather what  Beyond CMS; extension of core capabilities  User expectations  Ease of use  Same features, different approach Platforms  Sitecore, Day, SDL Tridion, Microsoft, Drupal , Autonomy, Fatwire, Ektron
  27. 27. 26 Trends to watch  Solutions are providing unified search across platforms  Semantic search will quickly become common place  Faceted search is now available in most search solutions Site Search Site search has typically been included as part of many CMS platforms, but search must now work across digital platforms Considerations  Will the CMS-integrated search work across platforms  Structure bias of your content  Control over the search results  Sophistication of visitors  Out-of-the-box connectors Platforms  FAST, Coveo, Autonomy, Endeca, Lucene
  28. 28. 27 Industry Trends  Vendors focus on driving actions, not just reports  Support of integrated marketing across channels is common  Social media listening tools are gaining notice and value  Measurement of visitor engagement across sessions  Mobile analytics become an integrated part of the picture Analytics Analytics is becoming more common within CMS platforms, but cross-platform analytics may warrant an external solution Considerations  Will pre-integrated CMS Analytics work across platforms  Using platform-specific Analytics platforms  Out-of-the-box connectors  Fewer options Platforms  Omniture, Unica, Coremetrics, Webtrends, Nedstat
  29. 29. 28 The Trifecta for Richer Engagement Unifying three technology platforms delivers an customer experience based on a common context Web CMS Marketing AutomationCRM Common Customer Context
  30. 30. 29 Technologies Working Together Web CMS, market automation and CRM offer a common view of the customer that drives personalization across web and email
  31. 31. 3030 Engaging experience
  32. 32. 31 Does the site align with your brand positioning? Does the site cater to your users needs? Alignment with branding
  33. 33. 32 Typical high tech sites may have many products and variants Detailed product information • Product information • Specifications • Support & community High Tech websites have complicated content structure and needs
  34. 34. 33 • Strong information architecture • Structured content • CMS that drives structure and allows ease of use and management • Improved user experience by improved findability Content structure is critical to effective experience
  35. 35. 34 Merchandize your products – tangible or intangible. Users are unwilling to wait for price information. Apple’s approach to merchandize products makes the products appealing Merchandize products – looking good!
  36. 36. 35 Personalization B2C sites offer the best examples of personalization Good news is that this technology is now commoditized
  37. 37. 36 Personalization Matters Users need data relevant to them. The more effective you are at delivering it, the more likely you’ll turn that visitor into a lead. • When you deliver content that matters to the visitor, in real time, visitors take notice. • The less time a user spends searching, the closer they are to converting. • When you align the data to the customer’s expectations, you’re leading them down the path to conversion.
  38. 38. 37 Do you segment and target your marketing based on an integrated view of the consumer’s behavior? The Integrated View Top performers use an integrated view to deliver personalization across multiple channels Forbes | Insights Bringing 20/20 Foresight To Marketing 2011 What information does this integrated view include?
  39. 39. 38 Get Personal So how do you put it into practice? 1. Understand customer context, develop holistic view of the customer 2. Develop the content that matters 3. Deliver the content and engage the customer in real-time with aligned, unified, multichannel messaging
  40. 40. 39 1. Understanding the customer—step into their shoes 2. Align with their expectations—understand their mindset 3. Know them better than themselves—augment your data Heres how 1. Visitor generated: Implicit information captured from the website journey—the “digital footprints” left by the visitor  Indicators of preference, predispositions, lead maturity 2. Visitor supplied: Explicit information supplied by the visitor as they complete questionnaires, quizzes and other facilities  Common demographics—name, age, gender, interests 3. Externally supplied: Information captured by external service providers, emerging context-enriched services  Location, presence, social attributes, cross-vendor buying habits Understanding Context Context is about leveraging information about the visitor to optimize the interaction and engagement across all channels
  41. 41. 40 Personalization Example Based on user behavior and digital footprint you can segment users… Next time the person comes back to the site, relevant information is presented on the home page banner Navigates to services page and related content
  42. 42. 41 Personalization Example Based on user behavior and digital footprint you can segment users… Determines user is customer depending on footprint User is an existing customer
  43. 43. 42 • Merchandise your product – make whitepaper seem like a significant item • Create Scent - Cues that people use to drive if path is interesting • Simple and persuasive content • Obvious and Engaging call to action • Simple forms • Relevance, value and what happens next Call to action ‘tips’prospects over Call to action is key to driving conversion
  44. 44. 43 - Call to action buttons, offers, copy and navigation What tactics drive conversion? Simple tactics drive leads
  45. 45. 44 - Several capabilities in marketing's hands - A/B, Analytics review and Segmentation are must haves for B2B marketers - 53% said it was “highly valuable” and a further - 42% said they believed it was “quite valuable”.* - MVT is not widely used despite effectiveness - If you do this – you will see improvement - “The majority of client-side respondents (70%) reported improved conversion rates in the past 12 months.” *eMarkerter Test, Test and test some more! Testing and optimizing is the most important strategy to improve testing; *eMarketer
  46. 46. 4545 Multi – channel Engage with audience where they spend their time—where they get their information.
  47. 47. 46 GETTING TO A MOBILE-FIRST STRATEGY RESPONSIVE DESIGN 1. One website: Not a separate mobile and desktop site 2. HTML5 & CSS3: New technologies to create sites that respond to screen sizes and orientation 3. Future proofing: Do you know what is next?
  48. 48. 47 Responsive Design Considerations
  49. 49. 48 Example: Responsive Design
  50. 50. 49 Example: Boston Globe
  51. 51. 5050 Search…Improve findability
  52. 52. 51 Investments in Search  Technology: Contemporary search platforms—including FAST, Lucene/SOLR, Coveo and others— provide type-ahead, guided and faceted search cost effectively  User Experience: Creating a client- expected experience through proper information architecture and design leverages search technology to meet customer expectations B2B organizations Eye Search Investment in search technologies and implementation are top ranking of digital initiatives with manufacturers for 2012 Manufacturing Website Trends for 2012 Endeca, January 2010
  53. 53. 52 Challenges  Customers must differentiate products and find what they expect quickly or they leave  Thousands or even hundreds of product SKUs can all “look the same” to customers  Navigation and information architecture is overwhelming to users trying to find resources and product details  Customers become frustrated quickly when search expectations are not met Findability as Differentiator Enabling visitors to quickly find products and resources is a key opportunity for manufacturing companies on the web “Instead of the search function being relegated to afterthought status, we are already seeing leading sites put search, navigation, and promotion strategies at the core of their business operations. The key to success in achieving the goal of enhanced visitor experience is rethinking the meaning of relevance.” Next-Generation Site Search: Redefining Relevance for a Personalized Era IDC, December 2010
  54. 54. 53 Type-ahead  Enable people to understand the available content while entering search terms Guided Navigation  Suggestive recommendations by integrating personalization capabilities with the user’s search experience Faceted Search  User quickly filter search results with common parameters Search Opportunities The opportunities provided by today’s search technologies and user experience design high tech organization on the web
  55. 55. 54 Texas Instruments Product Selector TI ‘s design engineer tool asks for input fields to assist them through the product selection process. The end result is quite comprehensive but potentially confusing
  56. 56. 5555 Membership and Community
  57. 57. 56 - Customers become evangelists - Lower costs of servicing - Engagement - Drives innovation - DELL - Commitment to being social as an organization - Ideastorm drives ideas - 5 million page views - Highest ROI Marcom touchpoint Community websites Hi-tech companies are using communities to drive engagement
  58. 58. 57 • Communities bring to convenience of users How do you plan your community
  59. 59. 58 • Apple’s clean interface makes it very easy to understand how to find the answer. For example, “Ask Your Question” is a clear call-to-action • Tutorials are nicely integrated • Each contribution is time stamped • Contributors get kudos • User Tips • Great categorization Apple Support Community
  60. 60. 59 Connect with us 1-877-339-6264