The document outlines steps in the customer conversion funnel, including focusing on calls-to-action, tracking website visitors, optimizing landing pages, using lead scoring, providing sales insights, and reporting on performance. It discusses testing elements like copy, offers and forms on landing pages. Lead scoring is presented as a way to rank leads based on profile and behavior. Sales intelligence tools can provide real-time notifications about website visits and gather profile data to help sales representatives. Key metrics to track include clicks, conversions, sales and ROI to analyze performance of advertising offers.
I delivered this presentation in Dublin Web Summit in November 2014.
The session aimed at helping startups to decide what and how to track. I covered why metrics matter and what every startup should measure at different stages of their lifecycle. The session also covered Analytics mistakes that startups must avoid and some Analytics best practices.
Details can be found here: http://websummit.net/
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
Katherine Mancuso from Tech Liminal provides an introduction to Google Analytics for the East Bay WordPress Meetup in April 2014: why you need Analytics, how to install the tracking code, what sessions are, how to set up goals and events.
Online Advertising: Using Data to Drive Conversions for National Art Marketin...Erik Gensler
Google, Facebook, and other companies have incredible amounts of consumer behavioral and purchase intent data that art organizations can leverage to create more conversions online. Through case studies and examples, this session will show you how nonprofit arts organizations are using this data to reach their best prospects online
Erik Gensler, President of Capacity Interactive
Ceci Dadisman Director of Marketing & PR Palm Beach Opera
I delivered this presentation in Dublin Web Summit in November 2014.
The session aimed at helping startups to decide what and how to track. I covered why metrics matter and what every startup should measure at different stages of their lifecycle. The session also covered Analytics mistakes that startups must avoid and some Analytics best practices.
Details can be found here: http://websummit.net/
• WhyAnalytics
• Google Analytics Step by Step
• Who are the people who visit my website?
• What brought visitors to your site?
• What they do once they got on the website?
• Did they do what you wanted them to do?
Katherine Mancuso from Tech Liminal provides an introduction to Google Analytics for the East Bay WordPress Meetup in April 2014: why you need Analytics, how to install the tracking code, what sessions are, how to set up goals and events.
Online Advertising: Using Data to Drive Conversions for National Art Marketin...Erik Gensler
Google, Facebook, and other companies have incredible amounts of consumer behavioral and purchase intent data that art organizations can leverage to create more conversions online. Through case studies and examples, this session will show you how nonprofit arts organizations are using this data to reach their best prospects online
Erik Gensler, President of Capacity Interactive
Ceci Dadisman Director of Marketing & PR Palm Beach Opera
Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do.
I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds.
This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.
I delivered this presentation to MSc Digital Marketing class of "The UCD Michael Smurfit Graduate Business School - University College Dublin" in February 2015.
The presentation covers some basics and fundamental information about Google Analytics.
These slides are from Noisy Little Monkey's Google Analytics training session. We run the courses from our offices in the Aardman Animations Studio in Bristol.
The slides cover:
- the basics of Analytics account set up
- what the measures mean and which of them are most useful for your business
- setting up goals
- using custom reports and segments
- if you are using AdWords, how Analytics can help to evaluate your ad spend.
5 instantly actionable insights from google analyticsKelvin Newman
I was very fortunate to be asked by the IDM to present at Internet World in the email and Analytics Theatre. I presented the following slides about five ways you can gain strategic insight from Google Analytics to show you can inform strategy as well extract data from GA.
From ITC Agent Conference 2015...
Do you know where people come from when they land on your insurance agency website? Do those visitors find your website helpful? This session will explore how Google Analytics can answer these questions and more to help refine your online marketing efforts for increased customer acquisition.
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
دیجیتال مارکتینگ در ایران موضوعی بسیار نو است و بسیاری از شرکتها در استفادهی درست از این نوع بازاریابی با مشکل مواجه هستند. در این کنفرانس سعی داریم با استفاده از تجربیات خود در طول چند سال گذشته به صورت اجمالی و خلاصه در خصوص انواع کانالهای دیجیتال صحبت کنیم. تجربیات شرکتهای موفق در بازاریابی دیجیتال را با شما به اشتراک بگذاریم و به شما کمک کنیم تا بتوانید به درستی بودجه خود را در دیجیتال مارکتینگ هزینه کنید.
Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do.
I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds.
This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.
I delivered this presentation to MSc Digital Marketing class of "The UCD Michael Smurfit Graduate Business School - University College Dublin" in February 2015.
The presentation covers some basics and fundamental information about Google Analytics.
These slides are from Noisy Little Monkey's Google Analytics training session. We run the courses from our offices in the Aardman Animations Studio in Bristol.
The slides cover:
- the basics of Analytics account set up
- what the measures mean and which of them are most useful for your business
- setting up goals
- using custom reports and segments
- if you are using AdWords, how Analytics can help to evaluate your ad spend.
5 instantly actionable insights from google analyticsKelvin Newman
I was very fortunate to be asked by the IDM to present at Internet World in the email and Analytics Theatre. I presented the following slides about five ways you can gain strategic insight from Google Analytics to show you can inform strategy as well extract data from GA.
From ITC Agent Conference 2015...
Do you know where people come from when they land on your insurance agency website? Do those visitors find your website helpful? This session will explore how Google Analytics can answer these questions and more to help refine your online marketing efforts for increased customer acquisition.
Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data.
One of the widely used Web Analytics is Google Analytics.
Google Analytics takes minutes to learn but years to master.
Objectives of today’s study to get started with Google Analytics:
> Creating a Google Analytics Account
> Placing Google Analytics on one’s Website
> Obtaining Clean Data on one’s Website
> Setting goals for one’s Website
> Analyzing Content Performance
> Tracking SEO Results in Google Analytics
> Tracking Social Media Activity on one’s Website
> Creating Custom Dashboard for the Business
> What else can you do with Google Analytics?
دیجیتال مارکتینگ در ایران موضوعی بسیار نو است و بسیاری از شرکتها در استفادهی درست از این نوع بازاریابی با مشکل مواجه هستند. در این کنفرانس سعی داریم با استفاده از تجربیات خود در طول چند سال گذشته به صورت اجمالی و خلاصه در خصوص انواع کانالهای دیجیتال صحبت کنیم. تجربیات شرکتهای موفق در بازاریابی دیجیتال را با شما به اشتراک بگذاریم و به شما کمک کنیم تا بتوانید به درستی بودجه خود را در دیجیتال مارکتینگ هزینه کنید.
FayeBSG participated in a joint webinar with SugarCRM and Act-On Software that was focused on closing the gap between sales and marketing.
In this On-Demand webinar you will:
• See how to close the chasm between Marketing and Sales
• Find out how to provide valuable information to Sales to answer your buyer’s needs
• Hear first-hand how Faye Business Systems Group has succeeded, and can help you, too
Speakers
Judy Logan, Director of Customer and Partner Marketing at Act-On Software, John Mertic, ISV Alliances Manager at SugarCRM and Jesse Heller, Director of Marketing from Faye Business Systems Group, as they show you how you can attract, capture, and deliver highly qualified leads to your Sales organization.
Introduction about Quora, Google analytics and Google Ad WordsCode95
The presentation has an introduction about:
Benefits of Quora
Google Ad Words
How to set a successful campaign on Ad Words
Google Analytics
Google analytics approach
Google analytics setup & installation
Data analytics (DA) is the process of examining data sets in order to draw conclusions about the information they contain that help in decision making. Web analytics is a hot topic as there a more number of websites than people in this world and to make your website best you have to know about your website. This provide the basics for web analytics.
How world class companies optimize the digital experienceQualtrics
Learn how the world's most innovative companies execute digital optimisation programs built on website / mobile feedback and customer engagement. Understand specific ways to increase loyalty, engagement and conversion across your digital assets.
The State of B2B Marketing: New Marketing Automation Stats for 2017Act-On Software
Many of the available marketing automation stats we regularly
use – to make strategic decisions, craft presentations, prepare
for sales calls – are getting a bit long in the tooth. So we set
off to uncover the most recent marketing stats by surveying
more than 350 marketing professionals in North America and
Europe to get their take on how investing in marketing
automation impacts business performance. The most
noteworthy results are included below.
Why Content Marketers Should Be Making Unicorn Babies Act-On Software
In this episode of the Rethink Podcast, we interview Larry Kim, CEO of Mobile Monkey, and founder of Wordstream. Larry is recognized as among the Top 50 Most Influential People in Digital Marketing. In this conversation, he talks about the differences between unicorn and donkey content, and how marketers can create unicorn babies.
Trust is a crucial part of attracting, converting, and retaining customers, and email newsletters are a great way to build that trust. A successful newsletter that is regular, reliable, and consistently delivers useful, interesting information can help you effectively nurture existing and future customers.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
Marketing Automation Hacks: The Act-On EditionAct-On Software
If you’re already using Act-On, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
Act-On's Director of Digital Marketing, Linda West shares various #MAHacks to help you get ahead!
Rethinking the Role of Marketing, reveals that top performing marketing teams are taking full control of the customer lifecycle – everything from customer acquisition, to the more lucrative customer retention and expansion.
Looking to make a lasting impression on potential buyers? Check out this presentation for the tips & tricks you need to really dazzle with your content!
Having a tough time selling your C-suite on the benefits of marketing automation? Give this presentation a gander for the tips, tricks, and best practices necessary to build the strongest possible business case for marketing automation!
Learn to separate the signals from the noise when it comes to search engine marketing in this exciting presentation on SEO basics, brought to you by Website Magazine!
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
Ever wondered what makes for exceptional marketing content, or struggled to strike a proper balance between selling and serving? Lucky for you, Act-On's top demand gen personnel have tips and tricks to share that are sure to help your online offers really resonate! Get to know the ins and outs of crafting killer content in this exciting presentation.
Looking to move beyond a batch-and-blast approach when it comes to emails you send? Find out how to create more targeted offers with our crash course on lead nurturing basics!
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Act-On Software
Get to know the ins & outs of Canada's latest anti-spam legislation in this exciting webinar led by David Fowler, Act-On's Chief Deliverability Officer!
Who Is The Modern Customer? How Do They Want You to Talk to Them?Act-On Software
Ever wondered what makes the modern customer tick? See what some of today's top brands have done to engage buyers (and what buyers themselves have to say about brands) in this exciting presentation on leveraging social for brand awareness!
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
2. www.act-on.com | @ActOnSoftware | #ActOnSW
Janelle Johnson
Director, Demand Gen
janelle.johnson@act-on.com
@janelle_johnson
Linda West
Manager, Demand Gen
linda.west@act-on.com
@misslindawest
Today’s Presenters
3. www.act-on.com | @ActOnSoftware | #ActOnSW
1. The Evolution of Advertising
2. 6 Must-Have’s in Your Conversion Funnel
1. Focus on CTA
2. Website Visitor Tracking
3. Landing Pages & Optimization
4. Lead Scoring
5. Sales Insights
6. Tracking & Reporting
Agenda
4. www.act-on.com | @ActOnSoftware | #ActOnSW
The Evolution of Advertising
• Saturation has been the focus of advertising since the ‘50s
• Messaging centered around conformity & narrow ideals
5. www.act-on.com | @ActOnSoftware | #ActOnSW
The Evolution of Advertising
Access
+
Choice
_________________
Shift to Consumer
Control
9. www.act-on.com | @ActOnSoftware | #ActOnSW
Your CTA Checklist
Format – match it to your medium
Language - be clear and direct; Use active.
Content - Make it engaging and encouraging.
Size - Make your CTA big enough to grab attention.
Color - Use color to draw attention to your CTA
Placement - Put your CTA on prime real estate.
Repetition - Repeat the suggestion to click if space allows.
White space - Let your CTA have room to breathe.
Icons and images - Incorporate visual clues.
GET YOUR CHECKLIST
Free Checklist – 9 Elements of
Killer Calls-To-Action.
Get your checklist, and start
creating killer CTA’s today.
10. www.act-on.com | @ActOnSoftware | #ActOnSW
56% of advanced B2B marketers said
content-based offers were their most
successful campaigns.
- Demand Gen Report Research
Create Killer CTAs
13. www.act-on.com | @ActOnSoftware | #ActOnSW
Website Visitor Tracking vs Website Analytics
Web analytics
• Broad focus on website
optimization and performance
• Measures traffic patterns to help
optimize site functionality &
online experience
• Common metrics include:
– Unique visits & page views
– New visitor rates
– Bounce rates
– Average time on site
Website visitor tracking
• Narrow focus
• Individuals’ behaviour while
they’re on your website
• Includes:
– Who they are
– Where they came from
– What precisely they’re clicking on
and engaging with
18. www.act-on.com | @ActOnSoftware | #ActOnSW
Don’t Get Stuck On Your Homepage
44% of clicks for B2B companies are
directed to a home page, not a landing
page
- MarketingSherpa
19. www.act-on.com | @ActOnSoftware | #ActOnSW
For 2 years running, A/B
Testing is the most used
method for Improving
Conversion.
- Econsultancy
Test, Test, Test!
20. www.act-on.com | @ActOnSoftware | #ActOnSW
What to Test
Subject Line Headline Copy Length
Offers Button copy Colors
Images
Form
placement
# of Form
Fields
24. www.act-on.com | @ActOnSoftware | #ActOnSW
Live Experiment: Actual Results
Versions CR Rel. Diff Stat. Conf
Control – Single Offer, Short Form 58% -- ---
Treatment 1 – Choice of Offer, Short Form 57% -1.3%
Treatment 2 – Choice of Offer, Long Form 51% -11.9%
31%
99%
Control Treatment 1 Treatment2
✓
26. www.act-on.com | @ActOnSoftware | #ActOnSW
Lead scoring gives your company an objective system for
ranking your leads.
Group 1: Profile Group 2: Behavior
Is the user qualified to buy? Is the user engaged w/ the brand?
Demographi
cs
Persona
Behavior
Lead Scoring
28. www.act-on.com | @ActOnSoftware | #ActOnSW
Behaviour Point
Value
Visitor visited the pricing page. 10
Visitor downloaded the How Do We Compare To Our
Competition white paper 5
Visitor browsed company website multiple times in the past 7
days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor clicked on company's Jobs web page. -5
Behavioral Lead Scoring: Online Engagement
29. www.act-on.com | @ActOnSoftware | #ActOnSW
Source: Gartner Research
UPTO
70
%
of sales leads are not properly
leveraged or are completely
ignored, thus wasting
marketing program dollars.
Why Use Lead Scoring?
30. www.act-on.com | @ActOnSoftware | #ActOnSW
Source: MarketingSherpa - Jan 2012
The average lead
generation ROI for
organizations using a
lead scoring process
is
138%
lead generation ROI from
those surveyed who were
not using a lead scoring
process.
78%
VS.
Impact of Lead Scoring
32. www.act-on.com | @ActOnSoftware | #ActOnSW
Real-time notifications
• Know when prospects or
customers visit the site (or
even a key page)
Timely engagement
• Be alerted when
prospects are most likely
ready for a conversation
Sales Intelligence
33. www.act-on.com | @ActOnSoftware | #ActOnSW
• Use every
engagement
opportunity to learn
more
• Share profile data
with sales – both
demographic and
behavioral information
• Gathering intelligence
will save sales time
and allow them to
tailor their
conversation to the
individual
Sales Intelligence
35. www.act-on.com | @ActOnSoftware | #ActOnSW
What to Track
What To Track:
• Total Clicks by offer and
by ad medium
• Click through rates by
offer and by ad medium
What To Track:
• Total Page Conversions by
offer and by referral source
• Conversion rates by offer
and by referral source
What To Track:
• Total Sales by offer type
and referral source
• Sales conversion rates by
offer and by referral source
36. www.act-on.com | @ActOnSoftware | #ActOnSW
Revenue Impact Analysis
TOTAL CLICKS: 1,000
TOTAL LEADS: 500
TOTAL SALES: 100
(Value of Sales Generated - Ad Spend)
Ad Spend
_______________________________ = ROI
50%
20%
38. www.act-on.com | @ActOnSoftware | #ActOnSW
Learn More about Act-On
Interested in a Demo?
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
THE FORRESTER
WAVE™ LEADERS
QUADRANT
39. www.act-on.com | @ActOnSoftware | #ActOnSW
Janelle Johnson
Director, Demand Gen
janelle.johnson@act-
on.com
@janelle_johnson
Linda West
Manager, Demand Gen
linda.west@act-on.com
@misslindawest
Q&A
Editor's Notes
1:40In the 1950s and 1960s, the goal of advertising was to get as my eyeballs on your brand as humanly possible. And that’s because the most efficient way into the American psyche at that time was to just completely saturate the media with your brand message. You had to build a massive amount of brand awareness to create trust with your audience. The more ads you could get on bus benches, and on the radio, and in the local paper, the better. So with this “canvas the universe” approach, you had no way of knowing if your messaging was working. You had to just get the message out there, sit back, and pray that the customers would come knocking on your door.
1:10But now, with the evolution of technology, access to information is unlimited. Access to choice is unlimited. So, this has created a paradigm shift in marketing where consumers, not advertisers, define the buying process. Consumers are in the drivers seat. They have the power to find and discover products at their own leisure, and direct their own buying journey. So from a marketing perspective, this means that advertising and media saturation is not as significant as it used to be. Consumers are constantly bombarded with messages, and they can and will choose to tune you out. So it’s no longer enough hang your hat on “total reach” figures or number of impressions in advertising campaigns. You have to dig further into the buying journey, and understand that your job as a marketer now extends into measuring engagement, measuring conversion, and understanding ultimately how online advertising dollars are contributing to the bottom line.
Format: Your call to action (CTA) can be image- or text-based; do remember that buttons often out-perform text links. Make sure you’re linking to something that will fulfill the expectation the CTA sets—a landing page, a form, etc. Language: Be clear and direct; let the reader know exactly why to click and what to expect. Use active verbs to add a sense of urgency. Content: Make it engaging and encouraging. Your body text should support your CTA, and design elements should help focus attention toward the CTA. Size: Because people have short attention spans and scan rather than read closely, make your CTA big enough to grab attention, without being overpowering. Text should be easily legible and complement the CTA. Color: Use color to draw attention to your CTA, and make it different from the background. Keep your overall branding color palette in mind. Placement: Put your CTA above the fold; don’t count on a busy reader scrolling to the bottom of your message. Repetition: Repeating the suggestion to click strengthens your message. Sprinkle clickable elements throughout your message, and ensure that logos, headlines, images, and so on link to appropriate pages, to maximize conversion. White space: Let your CTA have room to breathe; give it balanced negative space from other text and images, so it’s a focal point. Icons and images: Incorporating visual clues can help a reader understand and take action. For example, a shopping cart icon is both recognizable and helpful.
According to DemandGenReport, 56% of advanced B2B marketers said content based offers were most successful. Content is critical throughout all stages of the demand gen process – from attracting visitors to your site, to converting them to leads – and into customers.
The best advice I can give when creating calls to action is to mix it up. When trying to convert visitors to leads, offer a variety of different content types, such as video, surveys, whitepapers and webinars. Different folks prefer to consume content in different ways – some want to attend a webinar and get the information, others would prefer to download a whitepaper they can print out and review later. By offering a variety of formats, you’ll increase the number of visitors that engage with you.
Website visitor tracking allows you to see – often in real time – who is visiting your website and, based of their trackablebehaviors: why they’re on your site, what their issues, interests, and/or pain points are, and where they are in the buying process.The ability to “see” what individuals – both known and anonymous visitors – are doing on your website gives you the ability to target them; meaning you can deliver valuable content that’s tailored to their needs and encourages them to take the next step. (Yes, this is possible with anonymous visitors. It just takes a little bit of investigative work using visitor-tracking filters and integration into a tool such as Data.com.)As a result, processes are streamlined for everyone; marketers can gauge the effectiveness of their content and nurture campaigns, sales teams can optimize their time by focusing on the highest-priority leads, and prospective customers can move at their own pace to a purchase decision.
Website visitor tracking is a specialized subset of the generic category called Web Analytics.They’re interrelated and complementary, but not all web analytics tools offer website visitor tracking. For those that do, it might be included in the overall solution or available as an additional for-fee service. (The Act-On platform includes website visitor tracking.) For simplicity here’s a way to parse the terms:Web analytics has a broad focus on website optimization and performance. It measures traffic patterns to help companies optimize site functionality, the online experience, and marketing initiatives. Common metrics include unique visits, page views, pages per visit, new visitor rates, bounce rates, average time on site, and conversions (note that “conversion” covers many actions, depending on the business and/or campaign). Website visitor tracking has a narrow focus on individuals’ behaviour while they’re on your website, including who they are, where they came from, what precisely they’re clicking on and downloading and engaging with, how recently, and how frequently. It goes beyond that aggregate level, and looks at activity on an individual contact level.The combined use of both capabilities forges a powerful tool for sales and marketing efforts. Web analytics provides the solid understanding of how your site is working … or not. And website visitor tracking provides in-depth information about the specific individuals and companies engaging with your site.The net:net is a veritable motherload of knowledge that directly benefits your lead-gen and sales efforts, including their efficiency and their revenue numbers.This is a really important distinction to make, and as we go through today’s presentation, we’ll show how the data sets from both types of tools are used to impact both website performance and business performance.
So, Linda spoke about increasing clicks and traffic with the right call to action. Once you’ve got them looking at your content, it’s time to find out who they are.Converting visitors to leads–is a crucial step in the demand gen process. It focuses on the ability to drive prospects to specific call to actions where a company can capture an individual’s contact information for future marketing activities. The use of web forms, landing pages, surveys, offers, newsletters and website visitor tracking comes into play. This step focuses on turning unknown visitors into an identifiable lead that you can then market and sell to. For example, the Act-On home page offers a variety of actions a visitor can take to get more information, such as signing up for a webinar.
The use of web forms, landing pages, surveys, offers, newsletters and website visitor tracking comes into play. This step focuses on turning unknown visitors into an identifiable lead that you can then market and sell to. For example, the Act-On home page offers a variety of actions a visitor can take to get more information, such as signing up for a webinar.
If you’ve implemented website visitor tracking, and you’re doing an awesome driving traffic to your website through ads and other marketing channels, then chances are you’ll have a lot of “anonymous” or unknown visitors coming to your site. An important feature to look for in a website visitor tracking system is the ability to identify anonymous visitor IP addresses so that you can tie the activity back to at minimum, a specific company. That way, you can target communications and calls to companies that have visited your site, but may not have made their way to your lead database. Also, make sure you have a system implemented that can connect that anonymous user data directly to a profile, once that user is identified by filling in a form, or clicking on an email that you’ve sent.
To optimize something, quite literally, means to make as effective, perfect, or useful as possible. So, to optimize a landing page would be to make it as effective as possible to achieve the goals it was created for. Generally, within direct marketing or demand gen, it’s to get the visitor to take a specific action – perhaps filling out a form.So, let’s look at a couple ways we can optimize landing pages.
It’s interesting to note that many B2B companies are directing clicks to their home page rather than a specific landing page. This puts a lot of pressure on the web visitor to sort through your site to find what they are interested in. Think of your home-page as a store entrance. It’s a menu of content, which highlights key areas that might interest people most. It’s an entrance point. In the context of search or online ads, or email, the last thing you want to do if someone raises their hand to indicate interest is direct them to the front-door. You want to take them inside, and show them the exact shelf and product they need. Direct them to the specific piece of content that will solve their problem, meet their need, or answer their question.
But how can you ensure that the landing pages that you are directing traffic to are optimized for converting leads? You’ll want to test these pages to ensure the best possible results.A/B testing is the preferred method for marketers to test best performing elements – including emails, landing pages and forms.
There are a lot of things that you can tests! As long as you isolate each variable, and test one thing at a time, you can test a plethora of page elements to make sure that the effort that you put into developing a page is actually paying off. A/B testing will incrementally improve your results so that you’re getting the maximum conversion rate on your page.Let’s talk a look at a test we did a couple months ago with our friends over at MarketingSherpa.
At the lead gen summit last fall, we partnered with Sherpa to test landing page conversion. This was a very interactive test, with conference attendees voting on some of the elements being tested. Testing starts with a control. The control for our test – seen on this slide – featured a single whitepaper with 4 data fields required to get the paper.
There were two other treatments that we tested – one being a choice of offers and the other being number of fields requested on a form with the choice of forms. These treatments stemmed from 2 hypotheses:Hypothesis A By offering prospects a choice between three incentive options, we will add to the perceived value of the offer and increase the Lead Gen Rate.Hypothesis B By increasing the perceived value with the additional incentive options, we can collect additional information without negatively impacting the overall Lead Gen Rate.The question we were trying to anwer was: Which incentive approach is more effective for generating leads?
It’s interesting to note why testing is so important. It’s based on actual data with your target audience – not just what you as the marketer BELIEVE will happen. Often times in marketing, we go with a “gut feel” or “belief” that something will perform better. But with running a test, you can get proof with actual data.So, in the instance of our test, we asked the audience to predict which treatment would win. As you can see on this chart, the audience overwhelmngly believed treatment 1 would be the winner.Were they correct?
In actuality, the control won out! For this specific test, with our target audience, we had 3 key learnings:Learning: A choice of incentive does not increase perceived valueLearning: The perceived value does not outweigh the perceived cost Learning: The additional Job Title field reduced Lead Gen Rate by 11%So, before changing your landing pages based on a hunch – test it out!
I’m going to switch gears a bit and focus on how you can continue to engage, track and measure your web visitors. Lead scoring provides a great way of doing this. Once someone has filled out a form on your site, converting from a visitor to a lead, you can continue to learn about their needs and base your interactions on their behaviors. Let’s dive into this a bit more.
Lead scoring gives your company an objective system for ranking your leads.Most scoring systems use ranking criteria that fall into two categories:In Group 1, the user profile, we are looking at whether are not the contact is an ideal customer, and whether or not the individual is qualified to buy the product. This group is primarily composed of demographic and firmographic data, but some elements of psychographic or persona data might also come into play here. In group two, the behavioral data, we are measuring the contact’s engagement with the brand, and their readiness to buy. This is where we use all of that awesome website visitor tracking data to understand where they are in the buying process, and how close they are to making a purchase decision.
So we’re tracking online interactions like email clicks, whitepaper downloads, and the pages they have visited online. Here’s a quick example from the act-on website. Here are two unique pages on our website. One is our pricing page, and the second is our careers page. If a contact visits our pricing page, that indicates a certain amount of intent, and it indicates that they are interested enough in our product to investigate cost. This is often one of the last steps in the buying process, so we know that someone visiting our pricing page is a really hot prospect, so we attribute a high lead score to anyone who visits that page. If a contact visits the second page you see on screen, our careers page, we can definitely infer an intent from that, but it’s not an intent to buy. That’s a strong indication that this person is interested in seeking employment with the company, and they aren’t very likely to buy the product. Therefore, we attribute a negative lead score to anyone who visits our career page.
So, how does that translate into a lead scoring program? If you recall from a couple of slides back, a lead scoring program looks at two major groups of information. Group 1 looks at profile data, which includes demographic and firmographic data. Group 2 looks at behavioral data, most of which is going to be collected on your website. Your marketing team most likely already has a lot of great demographic and firmographic data that they can score, but the missing piece of the puzzle is often this behavioral layer. Here’s an example of a behavioral lead scoring program that looks at website activity.
Let’s look at a few stats on the importance of lead scoring. 70% of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars. And leads aren’t being ignored because sales is lazy – it’s because they need to prioritize their time. Lead scoring can help with this prioritization.
And lastly, according to MarketingSherpa, the average lead generation ROI for organizations using a lead scoring process is 138%.In comparison to 78% from those who were not using a lead scoring process. Lead scoring not only increases lead gen ROI, but also helps bring sales and marketing into alignment on common, agreed-upon goals and objectives.
Another benefit of website visitor tracking, is all that great information and intelligence you are gathering can be passed on to your sales team. Because this data is connected to an individual, it can be displayed in your CRM, whether it’s saleforce, or sugar, or microsoft dynamics.Website visitor tracking provides sales reps with a real-time monitor and alerts system for prospect engagement. The salesperson can set alerts to get real-time notifications when prospects or customers visit the site (or even a key page), allowing for timely engagement when prospects are most likely ready to have a conversation.Marketing automation has the ability to identify and serve up those prospects with the highest probability of buying or moving to the next stage of the buying process.
This means that every interaction that a customer has with your brand is an opportunity to learn more about who that prospect is, what they care about, and what they want from you– and we can take this way beyond the on-page experience, all the way to a conversation with a sales rep.You see on the right a quick screen grab of what that might look like to a sales person. They can see what pages the prospect has visited, how often they’ve visited, a long with a lot of other great information about how they have engaged with other digital marketing campaigns. Think of this as aggregate data for reporting and trend watching for that individual, data that will indicate if there is a spike in activity or a leaning toward consuming a particular type of web content. This brings the work you are doing on the website full circle. It helps the sales team determine how and when to have sales conversations with prospects. This saves a ton of time in the sales process. Sales reps don’t need to spend the first three calls doing this dance with a prospect to determine what they are interested in. They can now have more informed interactions, and tailor their conversation based on the prospect’s online body language.
We’ve made it to #6! Our last must-have feature is Tracking & Reporting. This is crucial to connect the dots between your ad spend an the rest of the process we’ve just gone through today, all the way to the sale.
Ready to Learn MoreWe already have quite a few questions coming in, so really quickly before moving to Q&A, you probably are ready to learn more, so please feel free to give us a call, send us an email, or visit us on the web to get more information on what Act-On’s marketing automation solution can do for you and your business. As you may know, Act-On Software is a leading provider of cloud-based integrated marketing automation software and was named a leader among lead-to-revenue management vendors in the 2014 Forrester Wave, was rank on the Inc. 500 List of America’s Fastest Growing Companies, named to the Forbes "America's Most Promising Companies" list of 100 U.S.-based, privately held, high-growth companies and ranked 48th on Deloitte’s 2013 Technology Fast 500 list of fastest growing technology companies in North America.