Amiro Consulting - Cloud Marketing Solutions


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Amiro Consulting is a leading Cloud Marketing Solutions provider. We deliver scalable products and on-demand professional services to help enterprises accelerate their adoption of cloud applications and platforms.

Our world-class portfolio proves that we bring innovation and best practices to every project. From demand generation to marketing automation, CRM implementation and cloud strategy, we guarantee that our Solutions deliver the increased productivity, revenues and ROI that you expect.

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Amiro Consulting - Cloud Marketing Solutions

  1. 1. Amiro Consulting Online Marketing on Demand Martin Tantow, President [email_address] +1 (408) 594-5250 +49 (163) 1703350
  2. 2. What is Web Marketing? <ul><li>Web Marketing (also: online marketing, internet marketing) is the marketing of products and services over the Internet . </li></ul>
  3. 3. Why is it important? <ul><li>Because your customers are already on the Internet. </li></ul><ul><li>Because your customers are talking about you on the Internet right now . </li></ul><ul><li>Because your customers would like to engage with you on the Internet. </li></ul>
  4. 4. <ul><li>The WWW has over 1 trillion unique URLs, that’s a ‘1’ and 12 zeros: 1,000,000,000,000 </li></ul><ul><li>Are you sure your target customers will FIND YOU …? Will they ENGAGE with you…? </li></ul>Will they find you?
  5. 5. <ul><li>Web Marketing should be an investment, not an expense. </li></ul><ul><li>Set realistic KPIs </li></ul><ul><li>Track performance </li></ul><ul><li>Create sustainable ROI </li></ul>You’ll need a strategy & execute well!
  6. 6. Generating leads by optimizing your online presence Be Seen <ul><li>Build a search engine friendly website to gain visibility on the web </li></ul><ul><li>The website should have great content and ease of navigation </li></ul><ul><li>The importance of search rankings </li></ul>Be Found <ul><li>Combine SEO efforts and PPC campaigns </li></ul><ul><li>Use SEM and SEO to rank high for the keywords that match your products </li></ul><ul><li>Use social media to bring interest to your site </li></ul>Capture & Engage <ul><li>Capture the interest of visitors and drive them to register on the site by optimizing your landing pages </li></ul><ul><li>Engage with people, ask for their opinion </li></ul><ul><li>Listen! </li></ul>Convert <ul><li>Create tight integration between your web and CRM to follow up with leads and turn them into sales </li></ul><ul><li>Optimize and analyze the sales process </li></ul>Analyze <ul><li>Track web sources that are driving sales </li></ul><ul><li>Analyze keyword coversion </li></ul><ul><li>Allocate budget to the best sale generating sources </li></ul>Website Search marketing Lead generation Sales strategy Web Analytics
  7. 7. Be Seen
  8. 8. Be Seen: Build a professional website <ul><li>Search engine friendly (architecture, content, links, keywords) </li></ul><ul><li>States clearly what the business is </li></ul><ul><li>Show credibility (awards, certifications) </li></ul><ul><li>Easy to understand main page (quick, relevant information) </li></ul><ul><li>Easy to navigate </li></ul>Unique visitors Page views Time spent Key KPIs:
  9. 9. Be Seen: Quick SEO Overview (1/2) <ul><li>Web site structures: </li></ul><ul><ul><li>Reliable web hosting </li></ul></ul><ul><ul><li>Choosing a good domain name </li></ul></ul><ul><ul><li>Browser optimization </li></ul></ul><ul><ul><li>Web site architecture, publish sitemap </li></ul></ul><ul><ul><li>Create “About us” page, privacy policy (+T&C) </li></ul></ul><ul><li>Advanced tools </li></ul><ul><ul><li>Spam protection </li></ul></ul><ul><ul><li>Redirects etc. </li></ul></ul>
  10. 10. Be Seen: Quick SEO Overview (2/2) <ul><li>The basic technical on-site factors: </li></ul><ul><ul><li>File names, title/header tags, meta tags (description, keyword, robot) </li></ul></ul><ul><ul><li>Keywords / text modifiers </li></ul></ul><ul><ul><li>Image Optimization </li></ul></ul><ul><ul><li>Link creation and optimization </li></ul></ul><ul><ul><li>HTML validation </li></ul></ul>
  11. 11. Be Seen: Make sure your site can weather the storm <ul><li>If your site is slow, people will leave! </li></ul><ul><li>This has significant effect on your performance </li></ul><ul><li>Bounce rate may be due to latency </li></ul><ul><ul><li>Website performance monitoring tools: Keynote , Gomez (Compuware), AlertSite or WebMetrics </li></ul></ul>Website performance is critical. Money is well spent!
  12. 12. Be Seen: The importance of search rankings <ul><li>41% of Internet searchers never make it beyond the first page of search results… </li></ul><ul><li>... 68% never go beyond the first few </li></ul><ul><li>Increase from 50% in earlier studies (2002) </li></ul>Source: iProspect Blended Search Results Study, April 2008 First page Only a few Over 3 pages First 3 pages First 2 pages Being on the first page on search results is critical.
  13. 13. Do you remember these Websites? Be Seen: How popular website looked when they were launched Well, that’s how they look like today! Source:
  14. 14. Be Found
  15. 15. Be Found: Organic vs. Paid (PPC) Search Engine Traffic Organic <ul><li>Premise: “free”, but complicated algorithm </li></ul><ul><li>Takes time and expertise (SEO) </li></ul><ul><li>Efforts have lasting effect </li></ul><ul><li>Best for long-term strategy </li></ul>Paid (PPC) <ul><li>Premise: paid, managed auction </li></ul><ul><li>Can be expensive, budget dictates longevity </li></ul><ul><li>Professional campaign management necessary </li></ul><ul><li>Avoid testing, isolated events </li></ul>Organic and paid search engine traffic campaigns should be part of every Online Marketing strategy
  16. 16. Be Found: SEO & PPC working in tandem <ul><li>Search engine optimization (SEO) </li></ul><ul><ul><li>Identify targeted keywords that potential customers would use </li></ul></ul><ul><ul><li>Assess what attaining competitive organic positions would cost </li></ul></ul><ul><ul><li>Create a plan to secure targeted organic positions </li></ul></ul><ul><li>Pay-per-click (PPC) </li></ul><ul><ul><li>Research and test PPC viability </li></ul></ul><ul><ul><li>Leverage PPC for validation and hard-to-attain keywords </li></ul></ul><ul><li>Measure ROI </li></ul><ul><ul><li>Measure the effectiveness of your keywords and adjust </li></ul></ul><ul><ul><li>Review keyword search patterns regularly </li></ul></ul>Approach
  17. 17. Be Found: Pay-per-click (PPC) Sponsored = paid “ Organic” search result <ul><li>How to increase ad ranking: </li></ul><ul><ul><li>Relevant ad text </li></ul></ul><ul><ul><li>Relevant landing page </li></ul></ul><ul><ul><li>High click-through-rate (CTR) </li></ul></ul><ul><ul><li>Out-bidding others </li></ul></ul><ul><li>Exact match : Exact keyword phrase = “Car dealer” </li></ul><ul><li>Campaign management: </li></ul><ul><ul><li>Geo targeting </li></ul></ul><ul><ul><li>Display time </li></ul></ul><ul><ul><li>Audience demographics </li></ul></ul>PPC Campaigns
  18. 18. Be Found: Heat Maps Heat maps give visibility to where people look on the screen; here: search result Why is SEO/SEM so important? Because you want to be listed in that upper left corner!
  19. 19. Be Found: Local Search <ul><li>Display of local businesses on search engines and websites </li></ul><ul><ul><li>Google, Yahoo, Ask, etc. </li></ul></ul><ul><ul><li>Yelp, CitySearch, Yellow Pages, etc. </li></ul></ul><ul><li>On search engines, “local” can be stated, detected, or implied </li></ul><ul><ul><li>By keyword “restaurant” </li></ul></ul><ul><ul><li>Reserve IP lookup </li></ul></ul>Local search, like traditional search can be optimized
  20. 20. Be Found: Summary Your local listing Your PPC ads Your organic search results
  21. 21. Be Found: Participate in Social Media
  22. 22. Be Found: Getting Started with Social Media <ul><li>Start with ‘what’ not ‘how’ </li></ul><ul><ul><li>Determine what you want to do </li></ul></ul><ul><ul><li>The decide which tool suits you best </li></ul></ul><ul><li>Be ready for the commitment </li></ul><ul><ul><li>Understand the ground rules </li></ul></ul><ul><ul><li>Don’t over-think it </li></ul></ul><ul><ul><li>What would your best customer service person do? </li></ul></ul>
  23. 23. Be Found: Social Media = Trust in Advertising
  24. 24. Be Found: Social Media = Conversational Media The good... Address, Tel, URL, etc Opening hours Good reviews Map
  25. 25. Be Found: Social Media = Conversational Media ...and the ugly... Bad reviews Bad reviews Competitors Competitors Competitors Competitors
  26. 26. Be Found: Social Media Insights <ul><li>68% of 45-54 year olds use social media </li></ul><ul><li>75% of people online use some form of social media </li></ul><ul><li>97% of review readers believe them to be accurate  This impacts destination, hotel, dining and spa decisions </li></ul>
  27. 27. Be Found: What’s Right for your Brand <ul><li>Listening & learning </li></ul><ul><ul><li>Conversations about you are happening, learn from them </li></ul></ul><ul><ul><li>Blog search, forums,, Google Alerts </li></ul></ul><ul><li>Content publishing </li></ul><ul><ul><li>Leverage social environments for distribution of socially relevant content </li></ul></ul><ul><ul><li>YouTube, Twitter, blogging </li></ul></ul><ul><li>Providing exceptional customer service </li></ul><ul><ul><li>Use what you can hear from social media as an opportunity to extend customer service beyond the property </li></ul></ul><ul><ul><li>, TripAdvisor, GetSatisfaction </li></ul></ul><ul><li>Fostering an active advocate community </li></ul><ul><ul><li>Contribute content to social environments and encourage community contribution </li></ul></ul><ul><ul><li>Facebook page, Twitter account, LinkedIn account </li></ul></ul>Commitment & return low high
  28. 28. Capture & Engage
  29. 29. Capture & Engage: Create Registration Pages Build registration pages to collect user information
  30. 30. Capture & Engage: Ask people what they think <ul><li>Do you know how your customers use your site, what they like and what they disliked ?? </li></ul><ul><li>Ask them! </li></ul><ul><li>There are several excellent tools out there: 4Q, Kampyle, GetSatisfaction, UserVoice etc </li></ul><ul><li>Then *act* according to what you learn from your customers. </li></ul>
  31. 31. Capture & Engage: Have a Simple Call To Action <ul><li>Make it obvious what people are supposed to do on the website: </li></ul><ul><ul><li>Signing up </li></ul></ul><ul><ul><li>Permission to contact them later </li></ul></ul><ul><ul><li>Just trying it out </li></ul></ul><ul><ul><li>Tell friends about it </li></ul></ul><ul><li>Don’t give them several choices, give them 1. </li></ul><ul><li>95% of visitors are just trying to find out what the site is about. Tell them! </li></ul><ul><li> is a great tool to improve website conversions. </li></ul>
  32. 32. Listen!!
  33. 33. Capture & Engage: Listen and Learn <ul><li>Listen to your users! </li></ul><ul><li>Learn from them! </li></ul><ul><li>Respond to them! </li></ul><ul><li>There are a number of excellent tools out there: ScoutLabs, TechRigy or Radian6 </li></ul><ul><li>Set up searches for keywords that matter and find conversations that concern you. </li></ul><ul><li>User Twitter Search and Google Alerts </li></ul><ul><li>The first impression counts!! </li></ul>
  34. 34. Convert
  35. 35. Convert: Integrate with a CRM System go CLOUD
  36. 36. Convert: Integrate with a CRM System <ul><li>Collect visitor information in the CRM for sales rep to contact </li></ul><ul><li>Build reports and dashboards to analyze performance of online marketing spend </li></ul>
  37. 37. Convert: Optimize your sales process <ul><li>Your sales process may be broken without you noticing it. </li></ul><ul><li>Opportunities are lost because leads are not followed up with or sales reps cannot prioritize leads </li></ul><ul><li>Amiro Consulting works closely with you to: </li></ul><ul><ul><li>Define and develop your sales processes </li></ul></ul><ul><ul><li>Identify best practices within your organization </li></ul></ul><ul><ul><li>Build models that easily and automatically replicate these processes and practices </li></ul></ul><ul><ul><li>Measure the results to ensure ROI </li></ul></ul>?
  38. 38. Convert: Analyze the sales process <ul><li>In order to monitor success, it is imperative to perform a Sales Analysis of your business before any changes occur. Such analysis will determine: </li></ul><ul><ul><li>The length of your sales cycles (both actual and desired) </li></ul></ul><ul><ul><li>The efforts and costs required to close an order. </li></ul></ul><ul><ul><li>How many leads are required to close an order (leads vs. sales) </li></ul></ul><ul><ul><li>What the annual sales expectations should be for a single sales rep </li></ul></ul><ul><ul><li>Once completed, this “benchmark” can be used as a measurement for improvement over time. Once the sales process is implemented and rolled out, management reports can determine what performance tune-ups might be necessary, and adjustments made accordingly. </li></ul></ul>
  39. 39. Web Form Lead Capture Import Data Web Site Visitors Inbound Calls Lists Marketing Campaign • Google AdWords • Email Marketing • Partners • Banner Ad • Webcast • Trade Shows • PR <ul><li>• Set up auto-response emails </li></ul><ul><li>- ”Thank you for your interest” </li></ul><ul><li>- Your trial information </li></ul><ul><li>- Event details </li></ul><ul><li>Assignment rules </li></ul><ul><li>- Geography </li></ul><ul><li>- Company size </li></ul><ul><li>- Product of interest </li></ul>• Use the Jigsaw connector to import your leads • Marketing Imports the Tradeshow leads • Jigsaw Integration • Trade show • Site Registration • Ask the Expert Form • Webcast Registration • Organic Web traffic • AdWords/Paid Ad referrals • Direct Web Traffic • Word-of-mouth referrals Create New Leads <ul><li>Search for the customer in Salesforce </li></ul><ul><li>If one doesn’t exist, create a new lead </li></ul>Leads are captured through a variety of channels including: Website Registration, Tradeshow, Event Sign up, Inbound calls and sales inquiry forms. The chart below explains how leads are created in the CRM system through different lead sources. A campaign is an outbound marketing project that marketing plans, manages, and tracks within Salesforce. It can be a Pay per Click Ad, Live event, Banner advertisement, email, or other type of marketing initiative. Campaigns Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Google AdWords A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on the company’s website. Leads Convert: Sales Lead Generation Source:
  40. 40. Converted Leads by Month Lead by Status Lead Conversion % Qualified? Set up different views to manage your leads. For example, today’s leads or leads sorted by lead type. Yes When you’re working a lead, you’ll set up a series of tasks, which might vary based on the type of lead. For example: Day 1: Personalize mass email Day 2: Call/voicemail Day 4: Call/voicemail Day 7: Personalize mass email Establish Contact? My Open Leads Duplicate Lead? Working Leads The find duplicate button searches for similar leads or contacts in Salesforce. If a lead turns out to be a duplicate, easily merge the two records. Salesforce has a number of AppExchange partners that provide high volume de-duplication and data cleansing tools. Yes No Use email marketing and call downs to re-market to your archived leads. Keep an archive of your dead leads. No Create a set of qualification questions, such as current situation, product of interest, timeframe, key decision makers If the lead is qualified, convert it into a contact, with an associated opportunity and account. Top Sales Reps Create a closed-loop follow-up process so leads don’t slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology . Convert: Lead Qualification Process Source:
  41. 41. Convert: Converting Opportunities into Customers Source: Month-to-Date Trending Closed Business by Month Top Sales Reps Top 10 Deals Presentation Proposal Negotiation Won Yes No Open Opportunities You can monitor your opportunities reports and dashboards to keep track of your top deals and prioritize your time. Customize Salesforce to fit your internal sales methodologies and processes, making it easier to monitor your sales pipeline. Use email marketing and call downs to re-market to your archived opportunities. Keep an archive of your dead opportunities. Salesforce gives your entire company a 360-degree view of your customers and facilitates collaboration across your organization, helping you build strong, lasting customer relationships. Sales Support Marketing New Customers Close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions. Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.
  42. 42. Convert: Marketing Automation E-Mail Marketing E-Mail Marketing is one of the most important effective tools if used in the right way <ul><li>ROI </li></ul><ul><ul><li>Consistently rated first or second by marketers </li></ul></ul><ul><li>Cost effective </li></ul><ul><ul><li>Continued customer contact for ‘zero’ cost </li></ul></ul><ul><li>Efficient </li></ul><ul><ul><li>Ability to automate follow-ups </li></ul></ul><ul><li>Use trusted e-mail providers </li></ul><ul><ul><li>Deliverability </li></ul></ul><ul><ul><li>SPAM compliance </li></ul></ul><ul><li>Segment lists </li></ul><ul><ul><li>Customers, leads, demographics, personas </li></ul></ul><ul><li>Create an email marketing calendar </li></ul><ul><ul><li>Events, holidays, promotions </li></ul></ul><ul><li>Best results </li></ul><ul><ul><li>Personalize </li></ul></ul><ul><ul><li>Engage subject line </li></ul></ul><ul><ul><li>One key point </li></ul></ul><ul><ul><li>Clear call(s)-to-action </li></ul></ul><ul><li>Test </li></ul><ul><ul><li>Offer, subject line, creative, day-of-week/time-of-day </li></ul></ul>Recommendations
  43. 43. Convert: ROI by marketing activity Source: Search Marketing Benchmark Guide 2008, MarketingSherpa
  44. 44. Analyze
  45. 45. Analyze: Keyword Research Example: Car Industry <ul><li>Keyword analysis and campaign management for the car industry </li></ul><ul><li>Identifying keywords for in the car industry: “car deals” (Jan ’08 – Nov ’09) </li></ul>
  46. 46. Analyze: Keyword Research <ul><li>Looks good, </li></ul><ul><li>But… </li></ul><ul><ul><li>Is the keyword “car deals” the best keyword to use in a PPC campaign </li></ul></ul><ul><ul><li>Which other keywords are relevant? </li></ul></ul><ul><ul><li>How do we need to finetune the campaign based on </li></ul></ul><ul><li>Seasonal adjustments </li></ul><ul><ul><ul><li>Geographic adjustments </li></ul></ul></ul>
  47. 47. Analyze: Web Analytics: Keyword Research <ul><li>Google AdWords Keyword Tool allows data entry through descriptive words or phrases and website content (input through URL) </li></ul>Keyword Tool
  48. 48. Analyze: Keyword Research Prius Cheap car Car deals Hybrid Car deal <ul><li>Keyword “Cheap car” is the clear winner… </li></ul><ul><li>... But “Prius” was popular from May ’08 to August ’08 </li></ul>Prius / Hybrid hype Hype for cheap cars Google Insights for Search Analysis
  49. 49. Analyze: Keyword Research Searches for “Cheap Car” in California Searches for “Cheap Car” in Northern California State level City level Bay Area
  50. 50. Analyze: Google Analytics is not enough <ul><li>Google Analytics is an excellent tool, however it lacks real-time analytics. </li></ul><ul><li>Excellent real-time analytics tools are available from GetClicky or Woopra </li></ul><ul><li>Work closely with KPIs and have people monitoring them closely </li></ul>GetClicky Woopra
  51. 51. Analyze: Measure people’s behavior and improve website Heatmaps and Confetti view (CrazyEgg) Site Overlay (Google Analytics) <ul><li>Web Interaction Analytics tools measures click behavior and provide graphical heatmaps or site overlays (  Customer Experience Management) </li></ul><ul><ul><li>Google Analytics provides some basic click data (see left) </li></ul></ul><ul><ul><li>Other players include  CrazyEgg , ClickTale , ClickTracks for smaller sites or enterprise solutions like  Coradiant or  Tealeaf . </li></ul></ul>
  52. 52. will help you to Close more deals! Generate more leads from the Web Increase conversion rate from lead to prospect Increase your pipeline with higher conversion
  53. 53. Get ROI
  54. 54. <ul><li>Amiro Consulting </li></ul><ul><li>855 Folsom St, Suite 511 </li></ul><ul><li>San Francisco, CA 94107 </li></ul><ul><li>U.S.A. </li></ul><ul><li>Tel: +1 (415) 935-3615 </li></ul><ul><li>Amiro Consulting </li></ul><ul><li>EMEA </li></ul><ul><li>Landsbergerstr. 302 </li></ul><ul><li>80687 München </li></ul><ul><li>Germany </li></ul><ul><li>Tel: +49 (89) 23513103 </li></ul>We understand Online Marketing Talk to us [email_address] @amiroconsulting