Measuring the effectiveness of digital marketing efforts with metrics like leads and lead conversion in the B2B space can be quite complex. Sales cycles are long and often many people from a company participate in the sales process. Marketing campaigns acquire new leads but also nurture people already in the sales process and often the people influencing the sale are unknown (never become a lead).
- Understand the true value of your digital marketing efforts in a B2B world:
- Measure success of search and all digital marketing channels based on the whole sales funnel
- How to aggregate metrics from individuals at the company level (see all influencers in the evaluation process)
- Measure success of marketing campaigns and assets based on their intent.
- Show these concepts applied in a specific case study to optimize digital marketing, re-market, support sales and influence campaign development.
Content is King (ReadyTalk Webinar Series)BusinessOnline
This document discusses developing a content strategy and mapping content. It begins with some statistics showing that people spend a significant amount of time online and expect companies to have an online presence. It then discusses how Prego developed multiple pasta sauce varieties to meet different customer preferences. This shows how understanding audiences is important. The presentation then defines content as the packaging of a concept in a format for a target audience. It provides examples of different types of content and discusses how content supports marketing objectives and drives information flow between companies and consumers.
Figaro Digital Marketing Conference: Content really is still king - Joe Griff...Branded3
This session and case study details the benefits of developing a content-led strategy for one of Branded3’s major clients in the travel sector; a worldwide leading tour operator. The session shows how the implementation of user-focused content can drive business from acquisition right through to engagement and critically, conversion.
QR Codes - The Basics, plus recommendations for how to use themBusinessOnline
This is a presentation that was orginaly produced to share with our Agency. However, it came out so well, we thought we would share on slideshare. This is a good overview of QR codes, Microsoft tags and how to use them in support of your online marketing efforts.
Leverage social media to achieve better seo results BusinessOnline
Social media can positively impact SEO in several ways. Social search results on Google and Bing are influenced by a user's social connections and activity. Local search results are also affected by social metrics like reviews, check-ins and social media shares of localized content. Both Google and Bing also directly factor some social media metrics like tweets, shares and +1s into their general search algorithms to determine a page's authority and trust. Implementing features like Google's rel=author can help increase click through rates, though they do not currently impact search rankings directly. Maintaining social media profiles and sharing high quality blog posts is recommended to best leverage these opportunities.
Identifying your goals and measuring results is essential to creating a successful web presence. And, testing every aspect of your online presence/campaigns is the only way to determine if your efforts are truly effective and how they can be further optimized.
Saavy marketers are utilizing various testing techniques to answer vital questions regarding site and campaign performance – testing everything from wording, placement, color, processing, and flow. The objective is to understand your user’s preferences and goals, and then to identify the best way to present your information so that it enables them to accomplish their goal and compels them toward the desired action.
Information Architecture: Get Your Blue Prints in OrderBusinessOnline
Information architecture is the most critical component of your site, yet it’s often overlooked. When done correctly, it enables users to navigate logically through a site, confidently find the information they seek, and accomplish their goals. Without defining a website's structure, hierarchy, and navigation, you cannot ensure a consistent user-experience, and run the risk of frustrating visitors, and ultimately, losing them for good.
Going Mobile: Serving the Always On, Always ConnectedBusinessOnline
The Mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively interact and engage with customers accessing your site on their mobile devices, you must first develop a solid mobile marketing strategy and better understand the differences, limitations and opportunities that mobile offers.
Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like Tweets and reviews making their way into search results, but Google’s new social search is a clear indicator that social media’s effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.
Content is King (ReadyTalk Webinar Series)BusinessOnline
This document discusses developing a content strategy and mapping content. It begins with some statistics showing that people spend a significant amount of time online and expect companies to have an online presence. It then discusses how Prego developed multiple pasta sauce varieties to meet different customer preferences. This shows how understanding audiences is important. The presentation then defines content as the packaging of a concept in a format for a target audience. It provides examples of different types of content and discusses how content supports marketing objectives and drives information flow between companies and consumers.
Figaro Digital Marketing Conference: Content really is still king - Joe Griff...Branded3
This session and case study details the benefits of developing a content-led strategy for one of Branded3’s major clients in the travel sector; a worldwide leading tour operator. The session shows how the implementation of user-focused content can drive business from acquisition right through to engagement and critically, conversion.
QR Codes - The Basics, plus recommendations for how to use themBusinessOnline
This is a presentation that was orginaly produced to share with our Agency. However, it came out so well, we thought we would share on slideshare. This is a good overview of QR codes, Microsoft tags and how to use them in support of your online marketing efforts.
Leverage social media to achieve better seo results BusinessOnline
Social media can positively impact SEO in several ways. Social search results on Google and Bing are influenced by a user's social connections and activity. Local search results are also affected by social metrics like reviews, check-ins and social media shares of localized content. Both Google and Bing also directly factor some social media metrics like tweets, shares and +1s into their general search algorithms to determine a page's authority and trust. Implementing features like Google's rel=author can help increase click through rates, though they do not currently impact search rankings directly. Maintaining social media profiles and sharing high quality blog posts is recommended to best leverage these opportunities.
Identifying your goals and measuring results is essential to creating a successful web presence. And, testing every aspect of your online presence/campaigns is the only way to determine if your efforts are truly effective and how they can be further optimized.
Saavy marketers are utilizing various testing techniques to answer vital questions regarding site and campaign performance – testing everything from wording, placement, color, processing, and flow. The objective is to understand your user’s preferences and goals, and then to identify the best way to present your information so that it enables them to accomplish their goal and compels them toward the desired action.
Information Architecture: Get Your Blue Prints in OrderBusinessOnline
Information architecture is the most critical component of your site, yet it’s often overlooked. When done correctly, it enables users to navigate logically through a site, confidently find the information they seek, and accomplish their goals. Without defining a website's structure, hierarchy, and navigation, you cannot ensure a consistent user-experience, and run the risk of frustrating visitors, and ultimately, losing them for good.
Going Mobile: Serving the Always On, Always ConnectedBusinessOnline
The Mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively interact and engage with customers accessing your site on their mobile devices, you must first develop a solid mobile marketing strategy and better understand the differences, limitations and opportunities that mobile offers.
Social Media and SEO have never been more intertwined than they are today. Not only are social media elements like Tweets and reviews making their way into search results, but Google’s new social search is a clear indicator that social media’s effect on search is going to continue to grow in importance. By aligning your social media campaign with SEO best practices and your optimization strategy, you not only maximize the ROI of your social media program, but you begin to set the foundation for future organic search success.
Video is quickly becoming an essential element of search engine marketing (SEM), and as technology continues to progress, the method for obtaining search rankings will evolve. Video has the potential to drive traffic and increase brand awareness—but marketers must first develop a clear understanding of how to optimize videos for Search Engines.
International SEO: How to Establish a Global Web Presence with a Localized FeelBusinessOnline
Expanding your online business? You may need a global web strategy. An effective strategy includes a content management system that can handle multiple languages/regions and a process for developing, localizing and promoting content within your targeted countries. Implementing International SEO strategies and tactics also helps increase traffic to your website from countries outside your home market in addition to increasing visibility/findability for locals in foreign markets.
Tapping Into The SEO Goldmine - The Customer NetworkBusinessOnline
Did you know your customers are your secret weapon for SEO? Join BusinessOnLine, and featured guest, Lithium Technologies, for an engaging discussion about the value delivered by online communities and the role they play in search engine optimization.
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
Leveraging Analytics To Improve Your Marketing Efforts:BusinessOnline
When it comes to marketing…we should assume nothing, and test everything. There are hundreds of variables affecting your website and campaign performance. How do you know which elements are working and which ones are holding you back? You test.
BusinessOnline & Crowd factory - Creating Social Campaigns on Your WebsiteBusinessOnline
Sponsored by ReadyTalk webinar series, see how BusinessOnline and Crowdfactory have partnered to add social media features to your most valuable online asset ... your website. This presentation provides inspiration for how to add social features to generate earned media and boost your website performance.
Paid Search is a key element in your online marketing strategy, and when leveraged properly, can be used to attract highly targeted traffic to your site. However, when utilizing sophisticated tools such as Google AdWords, costs can increase, and often times, completely drain your budget if not implemented properly. Join BusinessOnLine as we discuss hidden opportunities and key tactics for managing your account and making the most of your dollars spent.
See how brands like the American Red Cross have leverages social media technology to add engagement features to redcrossblood.org. This webinar highlight technology provided by Crowdfactory.
This is a deck that we developed to brief the agency, but thought would be good to share. The presentation highlights the issues facing Facebook users when the privacy policies were updated in early 2010.
"Conversion vs. Conversation" - Measure Social Media ROI (2010)BusinessOnline
This deck was presented at a BMA luncheon where we discuss approaches for tracking social media marketing efforts and return on investment. This is a great deck for anyone who wants to learn about how to begin thinking about social media marketing attribution.
This deck was presented at an ABM event in LA. The deck is intended to teach how to plan for a website relaunch. If you are interested in making sure your website development project is a success, make sure to check out this deck before getting started.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Video is quickly becoming an essential element of search engine marketing (SEM), and as technology continues to progress, the method for obtaining search rankings will evolve. Video has the potential to drive traffic and increase brand awareness—but marketers must first develop a clear understanding of how to optimize videos for Search Engines.
International SEO: How to Establish a Global Web Presence with a Localized FeelBusinessOnline
Expanding your online business? You may need a global web strategy. An effective strategy includes a content management system that can handle multiple languages/regions and a process for developing, localizing and promoting content within your targeted countries. Implementing International SEO strategies and tactics also helps increase traffic to your website from countries outside your home market in addition to increasing visibility/findability for locals in foreign markets.
Tapping Into The SEO Goldmine - The Customer NetworkBusinessOnline
Did you know your customers are your secret weapon for SEO? Join BusinessOnLine, and featured guest, Lithium Technologies, for an engaging discussion about the value delivered by online communities and the role they play in search engine optimization.
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
Leveraging Analytics To Improve Your Marketing Efforts:BusinessOnline
When it comes to marketing…we should assume nothing, and test everything. There are hundreds of variables affecting your website and campaign performance. How do you know which elements are working and which ones are holding you back? You test.
BusinessOnline & Crowd factory - Creating Social Campaigns on Your WebsiteBusinessOnline
Sponsored by ReadyTalk webinar series, see how BusinessOnline and Crowdfactory have partnered to add social media features to your most valuable online asset ... your website. This presentation provides inspiration for how to add social features to generate earned media and boost your website performance.
Paid Search is a key element in your online marketing strategy, and when leveraged properly, can be used to attract highly targeted traffic to your site. However, when utilizing sophisticated tools such as Google AdWords, costs can increase, and often times, completely drain your budget if not implemented properly. Join BusinessOnLine as we discuss hidden opportunities and key tactics for managing your account and making the most of your dollars spent.
See how brands like the American Red Cross have leverages social media technology to add engagement features to redcrossblood.org. This webinar highlight technology provided by Crowdfactory.
This is a deck that we developed to brief the agency, but thought would be good to share. The presentation highlights the issues facing Facebook users when the privacy policies were updated in early 2010.
"Conversion vs. Conversation" - Measure Social Media ROI (2010)BusinessOnline
This deck was presented at a BMA luncheon where we discuss approaches for tracking social media marketing efforts and return on investment. This is a great deck for anyone who wants to learn about how to begin thinking about social media marketing attribution.
This deck was presented at an ABM event in LA. The deck is intended to teach how to plan for a website relaunch. If you are interested in making sure your website development project is a success, make sure to check out this deck before getting started.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Call8328958814 satta matka Kalyan result satta guessing➑➌➋➑➒➎➑➑➊➍
Satta Matka Kalyan Main Mumbai Fastest Results
Satta Matka ❋ Sattamatka ❋ New Mumbai Ratan Satta Matka ❋ Fast Matka ❋ Milan Market ❋ Kalyan Matka Results ❋ Satta Game ❋ Matka Game ❋ Satta Matka ❋ Kalyan Satta Matka ❋ Mumbai Main ❋ Online Matka Results ❋ Satta Matka Tips ❋ Milan Chart ❋ Satta Matka Boss❋ New Star Day ❋ Satta King ❋ Live Satta Matka Results ❋ Satta Matka Company ❋ Indian Matka ❋ Satta Matka 143❋ Kalyan Night Matka..
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
Top 10 Free Accounting and Bookkeeping Apps for Small BusinessesYourLegal Accounting
Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations.
However, managing finances without an entire accounting staff can be challenging for small businesses.
Accounting apps can help with that! They resemble your private money manager.
They organize all of your transactions automatically as soon as you link them to your corporate bank account. Additionally, they are compatible with your phone, allowing you to monitor your finances from anywhere. Cool, right?
Thus, we’ll be looking at several fantastic accounting apps in this blog that will help you develop your business and save time.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
1. The B2B Challenge
Value and Attribution
Rob Cataford
Business Online
VP Analytics and Customer Intelligence
San Francisco| August 13–17
2. San Francisco | August 13–17, 2012 | #sessf
B2B Digital Marketers are asking, “How do I…”
1. Demonstrate the value of marketing and content
development?
2. Focus budget and effort to the most effective
channels and content?
3. Become a partner with sales and go beyond simply
providing leads?
3. San Francisco | August 13–17, 2012 | #sessf
Solutions to These Questions
1. Demonstrate the value of marketing
• Apply the correct attribution
• Look at company-level „opportunities‟
2. Focus budget and effort
• Measure and optimize based on full sales funnel
• Measure and optimize based on marketing objectives
3. Become a partner with sales
• Inform sales on prospect behavior
• Alert sales on new potential and hot prospects
4. San Francisco | August 13–17, 2012 | #sessf
Solutions to These Questions
1. Demonstrate the value of marketing
• Apply the correct attribution
• Look at company-level „opportunities‟
2. Focus budget and effort
• Measure and optimize based on full sales funnel
• Measure and optimize based on marketing objectives
3. Become a partner with sales
• Inform sales on prospect behavior
• Alert sales on new potential and hot prospects
5. San Francisco | August 13–17, 2012 | #sessf
Demonstrate the value of marketing
• Apply the correct attribution
• Look at company-level
„opportunities‟
6. San Francisco | August 13–17, 2012 | #sessf
Let’s start with a story…
No,
A “True Story”
what’s really happening
behind the scenes
7. San Francisco | August 13–17, 2012 | #sessf
I really need to find
that solution that will
solve everything!
8. San Francisco | August 13–17, 2012 | #sessf
We Rule!
YOU happen to develop and
market an enterprise software
solution that solves everything
9. San Francisco | August 13–17, 2012 | #sessf
(but you have competitors)
10. San Francisco | August 13–17, 2012 | #sessf
So…
what happens at XYZ
Company?
11. San Francisco | August 13–17, 2012 | #sessf
“XYZ” assigns Jim and Susan to lead the
investigation and vendor selection process.
Conducts some non branded searches like “Software
solutions that solve everything”
Clicks an organic link to your site
Ignores the PPC links – expects he would be presented with
a landing page and some kind of call to action – he’s just
researching
Reads some analyst reviews and learns that your company
is a leader in the space.
Reviews your products and value proposition on your web
site.
Jim – Marketing manager: early research
12. San Francisco | August 13–17, 2012 | #sessf
“XYZ” assigns Jim and Susan to lead the
investigation and vendor selection process.
Conducts some searches which lead to some blogs and
other social networking sites for you and your competitors.
Starts following you and your competitor’s twitter handle.
Sees your company sprinkled across the blogs and reviews
and the sentiment appears positive.
Clicks on a link from a blog to your site and starts browsing.
Susan – part of investigation and vendor selection process
13. San Francisco | August 13–17, 2012 | #sessf
Jim and Susan call a meeting with key stakeholders to start
discussing things – you are in their list of possibilities.
Has concerns on the security and maintenance behind
some of the solutions.
Wants to make sure the solution will fulfill the long term
needs to solve everything forever.
IT Manager
CFO
My people will be using the system – need to ensure
training and support are available and the system is easy to
use.
Operations
Manager They all take actions to research further…
14. San Francisco | August 13–17, 2012 | #sessf
A group of IT, Operations and Financial staff go to your site
(via mostly branded search – PPC and Organic)
Reports that he has been getting emails from your
company each month with various topics, whitepapers etc.
He saw you at an event last year and left his card.
Reports that she has seen some display advertising for your
company and that you must be a big player in the space.
Fills out a form on your site to get to a whitepaper.
Also fills out a form after a PPC search.
15. San Francisco | August 13–17, 2012 | #sessf
Your sales people reach out to the people who filled out the
forms and start the direct sales process.
In the mean time…
IT personnel download some white papers on the technical
solution.
Jim starts to build a competitive matrix with information
from your web site..
The CFO attends a sales pitch and goes back to the web site
to check out the management team – he also goes to
LinkedIn.
Operations staff download some product demos and watch
some videos to understand how the product is going to
work for them.
16. San Francisco | August 13–17, 2012 | #sessf
You become shortlisted and are asked to conduct a small pilot.
The audience for the summary presentation is around 20 people.
Before the presentation most of the audience researches you on the web site.
A couple of key people read a whitepaper that clearly differentiates your solution.
17. San Francisco | August 13–17, 2012 | #sessf
They select you! … its due diligence time and contracting time.
They research the web looking for negative sentiment.
They read your customer use cases online and ask to speak to those customers.
The contract is signed!
18. San Francisco | August 13–17, 2012 | #sessf
Back to the question…
“How do I show the organization the value of my digital
marketing and content development?”
19. San Francisco | August 13–17, 2012 | #sessf
Did your reporting and analysis say…
• Search drove one lead and one lead came from a bookmark or typed url.
Or did your reporting and analysis say…
• This $1M sales was assisted by…
• Non branded organic search driving initial awareness
• Social marketing driving awareness and nurturing the prospects
• Events, display and email driving brand recognition
• Web site general content educating the prospect
• Branded SEO and PPC making leading to engagement and prospect nurturing
• Technical web content dealing with specific objections
• Product demos and videos helping late in the sales cycle
• Leadership bio’s and case studies acting as references
• Over 20 people, all influencers, engaging with multiple marketing channels and web site
assets
Were you able to inform sales that this company was a “hot” lead
and where there may have been issues during the sales cycle?
20. San Francisco | August 13–17, 2012 | #sessf
Use Case – Demonstration of the Key Principles
Get the attribution right.
• Use the data to understand the attribution
• Apply the correct model
• Model may be different depending on intent
• Pay attention to cross channel
21. San Francisco | August 13–17, 2012 | #sessf
Attribution Models
In Visit – Participatory Model In Visit – Last Touch Model
One Week– Participatory Model One Week– Last Touch Model
Investigate different models to determine which is best
suited. In this case “One Week - Last Touch Model”
22. San Francisco | August 13–17, 2012 | #sessf
Channel Crossover Analysis
Majority of traffic is
single channel
Use cross
When there is
channel analysis crossover, patterns
to determine if it of channel flow
emerge
should built into
attribution model
23. San Francisco | August 13–17, 2012 | #sessf
Use Case – Demonstration of the Key Principles
Measure at the Individual and Opportunity level
• Aggregate individuals into opportunities
• By IP Address (unknown visitors)
• By eMail domain (known visitors)
• By company (known visitors)
• By direct connection to an opportunity (known visitors connected
to CRM)
• Measure marketing based on connection to an opportunity rather than
an individual conversion
24. San Francisco | August 13–17, 2012 | #sessf
Example Opportunity “Lookback”
Opportunity Reporting report
Campaigns and Website
Assets touched Pages
by Opportunity touched by
Visitors Opportunity
Visitors
25. San Francisco | August 13–17, 2012 | #sessf
Opportunity Based Metrics
“Pct Opportunity Visitors” identifies people associated with a CRM opportunity
– even if they are unknown.
Channels that drive leads do not necessarily align with channels that
nurture the pipeline
Evaluate
campaigns and
Marketing Assets
based on
Opportunity
nurturing.
26. San Francisco | August 13–17, 2012 | #sessf
#2 - Focus budget and effort
Measure & Optimize on:
> full sales funnel
> marketing objectives
27. San Francisco | August 13–17, 2012 | #sessf
Use Case – Demonstration of the Key Principles
Measure based on the full sales funnel
• Connect the web to lead nurturing
and CRM systems
• Create conversion metrics
based on the funnel stages
28. San Francisco | August 13–17, 2012 | #sessf
Funnel Based Metrics
Channel
Web site based Lead Nurturing and CRM
metrics based metrics
Campaign or Asset
29. San Francisco | August 13–17, 2012 | #sessf
Use Case – Demonstration of the Key Principles
Measure based on marketing objective
• Awareness, Interest, Action and Value
• Create metrics and rollup metrics
that evaluate objective vs. intent
30. San Francisco | August 13–17, 2012 | #sessf
Metrics by Intent
Acquisition/Awareness
Metrics
Interest/Engagement
Metrics
Action/Conversion
Metrics
Value Metrics
31. San Francisco | August 13–17, 2012 | #sessf
Intent Scoring
Metrics Weighted and
Aggregated into
General Scores
32. San Francisco | August 13–17, 2012 | #sessf
# 3 - Become a partner with sales
> Inform sales on
prospect behavior
> Alert sales on
new potential
and hot prospects
33. San Francisco | August 13–17, 2012 | #sessf
• If you are applying these principles, you
have the ability to inform sales…
• Which opportunities are engaged and
active.
• Which individuals are active.
• What different roles are interested in
within the opportunity
• Predict which companies are in the
pre-opportunity stage
34. San Francisco | August 13–17, 2012 | #sessf
Engagement as a Sales Predictor
Measure of Change in
Recent Web Activity engagement engagement for Factor
(predictor to previous period representing
sales) engagement and
change
35. San Francisco | August 13–17, 2012 | #sessf
Activity Report
eMail
addresses
Campaigns and Web Site Pages
Assets touched by touched by
Company Visitors Company Visitors
36. San Francisco | August 13–17, 2012 | #sessf
Re-Cap
1. Demonstrate the value of marketing
• Apply the correct attribution
• Look at company-level ‘opportunities’
2. Focus budget and effort
• Measure and optimize based on full sales funnel
• Measure and optimize based on marketing objectives
3. Become a partner with sales
• Inform sales on prospect behavior
• Alert sales on new potential and hot prospects
37. San Francisco | August 13–17, 2012 | #sessf
Discussion / Questions
I’m Rob Cataford, VP Customer
Intelligence BusinessOnline
Based in Ottowa, Canada
Rob.Cataford@businessol.com
http://ca.linkedin.com/in/robcataford
You can find this deck on
the SES website or at
Slideshare.net/BusinessOnline
Editor's Notes
Let’s start with a story… not that kind of story <click>A True Story – what’s really happening behind the scenes at your business.
I want to find what are the most powerful combination channels