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Powering Your Inbound Machine:Creating an Inbound Website

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Bob Canaway and Jim Carney will be discussing how to effectively use your website to power your Inbound Marketing Machine and deliver real results for your company. They will demonstrate how to do it!

Some of the key takeaways on how to create an Inbound Website that they will cover include:

• What content targeting is, and how it can be applied to increase your Inbound performance
• How to track and measure your Inbound Marketing results
• How to bring your IT, Development and Marketing departments together through an Inbound Website

Published in: Technology
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Powering Your Inbound Machine:Creating an Inbound Website

  1. 1. The webinar will begin in just a few moments….V1.01
  2. 2. Powering Your Inbound Machine:Creating an Inbound Website
  3. 3. Powering Your Inbound Machine Bob Canaway VP of Marketing Ektron @BobCanaway Jim Carney Inbound Marketing Manager Ektron @JimmCarney #InboundWebsite
  4. 4. HOUSEKEEPING How to participate • For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window • Submit your text question using the Questions pane • Note: A recording will be made available
  5. 5. About Ektron• Founded in 1998• Headquarters in Nashua, NH - Worldwide offices in Australia, Canada, and theUnited Kingdom• 200+ Employees• Over 3,700 customers and 12,000 sitesMISSION: Empower marketers to connect content torevenue through best-in-class solutions for WCM andDXM WEB CONTENT MANAGEMENT Create, deploy, and manage enterprise- scale, global, dynamic websites. DIGITAL EXPERIENCE MANAGEMENT Personalize, analyze, and optimize content delivery to digital channels – web, mobile, and social.
  6. 6. The Way Things WereThe Old Way• Tactics: • Results: • Email • Cost per lead way • Email above industry norm • Email • Cost per qualified leads • Tradeshows unreasonable • Email • Reputation as a “spammer” • Email • Low Conversions• Email outstripped other marketing by 2:1
  7. 7. There Has to be a Better Way
  8. 8. EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES.IT’S TIME TO CHANGE THE WAY YOU MARKET TO YOUR CUSTOMERS – AND THAT MEANS FOCUSING ON CUSTOMER EXPERIENCE
  9. 9. UNDERSTANDYOURCUSTOMERSCreatingcontent andmapping it tothe buyersjourney
  10. 10. Digital Experience Management GET FOUND ANALYZE BE RELEVANT + OPTIMIZE BE CONSISTENT
  11. 11. The Way Things AREThe NEW Way• Tactics: • Results: • SEO • Cost per lead below • Syndication industry norm • Social • Cost per qualified leads • Tradeshows sustainable • Nurturing • Reputation as a company that practices • Referral what we preach • Email • Targeted content• Our mix is much converts at 2x the rate more balanced
  12. 12. Take Control of your Content
  13. 13. Engage Your Visitors
  14. 14. Always think about these questions when you blog• Who is this piece of content for?• What stage in the buying process are they at?• Be social, not sales social, just be social. • Follow the 10:2:1 rule
  15. 15. CONVERSION: WHAT YOU WANT TO HAPPEN Awareness Consideration ConversionVisitor
  16. 16. CONTENT TARGETING Verb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey
  17. 17. CONVERSION: WHAT REALLY HAPPENS Awareness Consideration ConversionVisitor
  18. 18. WAYS TO TARGET CONTENTAnonymous Visitors Known Visitors • Geolocation• Geolocation • Search terms• Search term • Industry• Industry • Company • Title• Company • Role• Time • Customer status (prospect or customer)• Device type • Social graph • Behavioral attributes (previously consumed content)
  19. 19. Example of Content Targeting
  20. 20. How and What to Measure
  21. 21. THE BUYER JOURNEY KNOWN ANONYMOUS VISITOR VISITOR CUSTOMERWHAT Visit 1 Visit 2 Visit 3THEY DO Search • Your site • Consume Tweet Download premium • Video • Read blog contentSYSTEMS or -Search terms -CTR of your site -scroll speed -Name -Proprietary insight tailored to your -What people -Video drop -social -Industry specific goals are looking for off/interaction sharing/social -content -Frequency -content clicked profile consumed/intera -Time -company cted with -frequency vs -time spent on -Email recency certain pages -Buyer statusYOUR -Visitor flow -most popular -ROI of onlineINSIGHT -Device accessed content marketing efforts -GeoLocation -video drop off
  22. 22. Most Important Metrics to Track and Measure # of visits to any particular piece of content # of desired actions taken as a result Conversion Rate Your total overall number of leads Percentage of# of visitors to your site that give you lead information (MQL) Pipeline Total amount of marketing $ spent # of Marketing Qualified Leads(MQL’s) Acquisition Cost # of total leads produced # of total leads closed Win Rate aka The Holy Grail
  23. 23. Powering Your Inbound Machine Bob Canaway VP of Marketing Ektron @BobCanaway Jim Carney Inbound Marketing Manager Ektron @JimmCarney #InboundWebsite

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