The document discusses how websites can be turned into automated marketing machines. It promotes Act-On software and covers topics like search engine optimization, website visitor tracking, landing page optimization, lead scoring, and sales insights. The presentation provides information on setting up an optimized website that can generate and qualify leads through tracking visitor behavior and testing different content.
Why micro-influencers aren't the only solution to a case of Marketing FOMO. BrightonSEO talk from Allyson Griffiths, Strategy Director at iCrossing, September 2017.
Published by Amir Jabbari, the document provides the reader with an introductory explanation of web analytics, the main skills needed to become a proficient web analyst, main terminology related to the field of web analytics, and how to interpret the metrics in a meaningful way.
SearchLeeds 2018 - Purna Virji - Microsoft - Intelligent search and intellige...Branded3
Purna's SearchLeeds 2018 talk explored how in this AI era, search engines are no longer about waiting for people to tell them what they need. Rather, it’s moving to where search can start to predict what you need, via intelligent assistants and conversational inputs. Purna shared insights into how AI is changing how we behave as consumers and what we need to do as marketers to adapt.
Why micro-influencers aren't the only solution to a case of Marketing FOMO. BrightonSEO talk from Allyson Griffiths, Strategy Director at iCrossing, September 2017.
Published by Amir Jabbari, the document provides the reader with an introductory explanation of web analytics, the main skills needed to become a proficient web analyst, main terminology related to the field of web analytics, and how to interpret the metrics in a meaningful way.
SearchLeeds 2018 - Purna Virji - Microsoft - Intelligent search and intellige...Branded3
Purna's SearchLeeds 2018 talk explored how in this AI era, search engines are no longer about waiting for people to tell them what they need. Rather, it’s moving to where search can start to predict what you need, via intelligent assistants and conversational inputs. Purna shared insights into how AI is changing how we behave as consumers and what we need to do as marketers to adapt.
Getting prospective students to a website is one thing, but marketing strategies can't stop there. Learn how to use Google Analytics, a free but feature-rich tool, to understand and optimize the website experience. Topics to be covered include understanding basic web analytics metrics, understanding and using conversion goals and tips for measuring ROI.
PCG Digital Marketing Provides Scalable SEO Services with ConductorBrian Pasch
PCG Digital Marketing was awarded a 2014 Searchie Award for Best Scaled SEO Solution. PCG specializes in SEO services for automotive retailers. http://www.pcgdigitalmarketing.com/webinar-building-a-scalable-seo-solution/
Data modelling presentation by Andrew Hood, MD of Lynchpin . Creating clusters in data to target and predict behaviour for profit. There are some handy links for tools including R and rattle.
Quickbooks Helpline Number +1(888)403-0506, Our QuickBooks Enterprise Support Number will interface a connection among you and our best specialized help. It will bolster you in tackling your specialized issues applicable to QuickBooks Enterprise in a split second. You don't require to determine the related issues to QuickBooks Services on your own as our experts will help you in each pace of understanding it.
Our specialized assistance will offer you quick and confided in results
We give you master and talented expert help
We have confidence in 100% purchaser all out fulfillment
Remote access to master administrations
It would be ideal if you pause for a minute to call our without toll QuickBooks Enterprise Support Number anyplace. Genius Accounting Support settle every one of your worries significant to QuickBooks Enterprise.
Website Analysis Services in Noida| Bittargetbittarget94
Bittarget is a digital marketing services provider company managed by professionals whose focus is to devise an endless rapport with their clients to serve the way there business wants. Being in IT industry from many years now BitTarget Services has a very talented, skilled and experienced team of IT proficient’s.
As presented at the Search London conference Mike Essex explains the five common issues that stop blogs achieving greatness. From misunderstanding their audience to presenting content in the wrong way and even facing legal issues that could easily have been avoided.
Getting Started with Google Analytics...and How Not to Get Lost!Ball State University
This presentation was made for the Anderson Digital Media Circle on June 25, 2015. It uses the practice of the ABC's of Google Analytics and provides a starting point for small businesses and organizations.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Many affiliates have become big brands that stand alone in their own right. We will deconstruct these mega-brand affiliates and the data-driven metrics that make them successful.
Google Wildfire For Automotive Social Media Advertising Brian Pasch
Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.
Many people are interested in learning about Google Analytics, but are intimidated by it. This presentation is meant to help you understand why Google Analytics is an essential tool for most businesses and how it can help achieve business goals on your website.
5 Instantly Actionable Insights from Google AnalyticsSiteVisibility
Our very own Kelvin Newman's presentation at Internet World 2012 in the email and Analytics Theatre. He talks about five ways you can gain strategic insights from Google.
Some basic tips and tricks to improve your website, and a deep dive on Google Analytics. Specifically for not-for-profits but tips for all kinds of organisations.
Basic content covered includes:
What is your website trying to do?
Accessibility basics
Content Management Systems
Images for web
Are your domains setup correctly?
Is your website consistent?
Mobile basics
Website structure
Google Analytics – what it can do and how to set it up
You need to continuously be aware of how your site is performing and how users are interacting with it. And you need to adapt to what you find out. For all of this, you need website & user analytics.
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.
Getting prospective students to a website is one thing, but marketing strategies can't stop there. Learn how to use Google Analytics, a free but feature-rich tool, to understand and optimize the website experience. Topics to be covered include understanding basic web analytics metrics, understanding and using conversion goals and tips for measuring ROI.
PCG Digital Marketing Provides Scalable SEO Services with ConductorBrian Pasch
PCG Digital Marketing was awarded a 2014 Searchie Award for Best Scaled SEO Solution. PCG specializes in SEO services for automotive retailers. http://www.pcgdigitalmarketing.com/webinar-building-a-scalable-seo-solution/
Data modelling presentation by Andrew Hood, MD of Lynchpin . Creating clusters in data to target and predict behaviour for profit. There are some handy links for tools including R and rattle.
Quickbooks Helpline Number +1(888)403-0506, Our QuickBooks Enterprise Support Number will interface a connection among you and our best specialized help. It will bolster you in tackling your specialized issues applicable to QuickBooks Enterprise in a split second. You don't require to determine the related issues to QuickBooks Services on your own as our experts will help you in each pace of understanding it.
Our specialized assistance will offer you quick and confided in results
We give you master and talented expert help
We have confidence in 100% purchaser all out fulfillment
Remote access to master administrations
It would be ideal if you pause for a minute to call our without toll QuickBooks Enterprise Support Number anyplace. Genius Accounting Support settle every one of your worries significant to QuickBooks Enterprise.
Website Analysis Services in Noida| Bittargetbittarget94
Bittarget is a digital marketing services provider company managed by professionals whose focus is to devise an endless rapport with their clients to serve the way there business wants. Being in IT industry from many years now BitTarget Services has a very talented, skilled and experienced team of IT proficient’s.
As presented at the Search London conference Mike Essex explains the five common issues that stop blogs achieving greatness. From misunderstanding their audience to presenting content in the wrong way and even facing legal issues that could easily have been avoided.
Getting Started with Google Analytics...and How Not to Get Lost!Ball State University
This presentation was made for the Anderson Digital Media Circle on June 25, 2015. It uses the practice of the ABC's of Google Analytics and provides a starting point for small businesses and organizations.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Many affiliates have become big brands that stand alone in their own right. We will deconstruct these mega-brand affiliates and the data-driven metrics that make them successful.
Google Wildfire For Automotive Social Media Advertising Brian Pasch
Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.
Many people are interested in learning about Google Analytics, but are intimidated by it. This presentation is meant to help you understand why Google Analytics is an essential tool for most businesses and how it can help achieve business goals on your website.
5 Instantly Actionable Insights from Google AnalyticsSiteVisibility
Our very own Kelvin Newman's presentation at Internet World 2012 in the email and Analytics Theatre. He talks about five ways you can gain strategic insights from Google.
Some basic tips and tricks to improve your website, and a deep dive on Google Analytics. Specifically for not-for-profits but tips for all kinds of organisations.
Basic content covered includes:
What is your website trying to do?
Accessibility basics
Content Management Systems
Images for web
Are your domains setup correctly?
Is your website consistent?
Mobile basics
Website structure
Google Analytics – what it can do and how to set it up
You need to continuously be aware of how your site is performing and how users are interacting with it. And you need to adapt to what you find out. For all of this, you need website & user analytics.
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.
Making Sense of Internet Marketing for Manufacturers for the 2010 CMBCSite-Seeker, Inc.
Making Sense of Internet Marketing for Manufacturers was given at the 2010 CONNSTEP Manufacturers and Business Conference. It outlines many different techniques to help manufacturers grow their business online through the use of SEO, SEM, Social Media, and Web Analytics.
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.
In part 1 of AIS Media Inc., 2-part webinar series: Attract & Convert New Patients, we cover why mobile search is essential in the patient journey. Patients are across all devices when researching to compare, discover, review and locate. When it comes to booking the appointment, digital content is key in decision making. Google’s new rules for mobile compatibility redefined the web April 21. Learn to manage for this new paradigm and grow leads, traffic and sales.
Leveraging Web Analytics to Increase Conversion - Market STL PresentationErin Moloney
In this presentation given to a group of attendees at the Market St. Louis Interactive Marketing Conference on April 1, 2010, I go over the basics of using Google Analytics to track activity on your site, increase conversion rate, gain business intelligence about your customers, and use alerts & reports to measure performance.
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!
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.
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
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.
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
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
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.
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/
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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. Your Website, Your Greatest Marketing
Asset
2. Web Analytics vs Website Visitor
Tracking
3. 5 Must-Have Website Features:
1. Search Engine Optimization
2. Website Visitor Tracking
3. Landing Pages & Optimization
4. Lead Scoring
5. Sales Insights
Agenda
5. www.act-on.com | @ActOnSoftware | #ActOnSW
More than 100 Billion searches
each month
Over 82% of all product research
begins with a web search
Inbound leads have an
8x greater likelihood of closing
compared to other leads
Sources: McKinsey & Company, Pew Research, Act-On
Did you know?
7. 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
9. www.act-on.com | @ActOnSoftware | #ActOnSW
What is Search Engine Marketing?
Putting content in front of people who
OVERTLY AND EXPLICITLY
express a desire, via keywords,
for a particular PRODUCT, SERVICE
OR PIECE OF INFORMATION.
10. www.act-on.com | @ActOnSoftware | #ActOnSW
What is Search Engine Optimization?
• The process of making a site and its content highly relevant
for both search engines and searchers.
• Successful search marketing helps a site gain top positioning
for relevant words and phrases.
11. www.act-on.com | @ActOnSoftware | #ActOnSW
Make Your SERP Compelling
• Optimize the search
results listing
• Crafted from the
Title and
Description
• It doesn’t matter how
high you rank if
nobody clicks on
your listing
12. www.act-on.com | @ActOnSoftware | #ActOnSW
Don’t Ignore the Long Tail
• Higher conversion rates and better quality traffic
• Long tail keywords are less competitive
• Long tail search helps you rank for difficult
terms.
• 70% of search traffic is from long tail search
terms
16. 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
20. 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
21. 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!
22. www.act-on.com | @ActOnSoftware | #ActOnSW
What to Test
Subject Line Headline Copy Length
Offers Button copy Colors
Images
Form
placement
# of Form
Fields
26. 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
✓
28. www.act-on.com | @ActOnSoftware | #ActOnSW
Lead scoring gives your company an objective
system for ranking your leads.
Most scoring systems use ranking criteria that fall
into two categories:
Group 1: Profile Group 2:
Behavior
Is the user qualified to buy? Is the user engaged w/ the
brand?
Demographi
cs
map
Personauser
Behaviordesktop
Lead Scoring
30. 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
31. 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?
32. 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
34. 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
35. 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 make will allow
them to tailor their
conversation to the
individual
Sales Intelligence
36. www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
1.
Conduct an SEO Audit
on your website.
2.
Identify your lowest
performing pages, and start
A/B testing to improve
results
3.
Implement website
visitor tracking &
behavioral lead scoring
37. www.act-on.com | @ActOnSoftware | #ActOnSW
Free SEO Audit - Act-On Software
Get Started with a Free SEO
Audit
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
THE FORRESTER
WAVE™ LEADERS
QUADRANT
38. 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
[Read off stats]With the evolution of technology, a consumer’s access to information and choice is virtually unlimited. This puts consumers 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. What is significant? Intelligence. Now, it’s important to understand what customers are looking for online through search, and how consumers respond online to your brand presence. Consumers drive the bus; businesses just need to understand what consumers want, and where they are in their decision making process so that they can they can serve up targeted messages that will trigger a purchase or a next-step toward a purchase.
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. 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.
The average searcher spends less than 6 seconds on the SERP before taking an action. They glance through the titles to see what looks most relevant to them and then read the description to make sure they are likely to find relevant content if they click through. Use the SEO audit and pay attention to the SERP preview at the top. This is what a searcher will see in the results. Make sure it is compelling!
Don’t ignore the long tail. It is great to rank for major industry terms, but these are often extremely competitive. Long tail terms (5-7 words) are usually less competitive and are often better quality. For example, you don’t know much about someone that searches for “computer”, but you know exactly what someone that searches for “where do I buy a gaming computer in San Francisco, CA” is looking for.
When selecting keywords, you want to consider three primary factors:Monthlysearch volume – if you rank for a term that only generates a few hundred searched a month, you won’t get much yield out of that. The long tail is certainly important, but make sure you balance that against the effort it will take you to rank for the keyword in question. You also want to target search terms with low competition from other content providers. Pick the low-hanging fruit first. Then, if there are a couple higher-competition words you want to rank for, you can work on those over time. Lastly, and probably most importantly, the keyword needs to have high relevance to your product or a clear intent that might indicate the right type of interest.
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.
So, Linda spoke about attracting visitors to your site. 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.
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.
If you’ve implemented website visitor tracking, and you’re doing an awesome job ranking well in search engines, 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.
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 surface those prospects with the highest probability of buying or moving to the next stage of the buying process.
Intelligence. Think of this as aggregate data for reporting and trend watching, and aggregate data on an individual that indicates next steps.Campaign Results and Conversions – Marketing automation reports on campaign results and conversions help marketing become accountable for a portion of sales revenue. Traditionallysilo’ed form sales, Marketing is now part of the profit continuum.Inbound Marketing – these features can track AdWords conversions, providing intelligence and guidance for media buys,budget establishment, and keyword optimization for organic search.Marketing Database Access – Salespeople can access entries in the marketing database (from their sales force automation dashboard, so it’s not disruptive) to see aggregate data including demographic and behavioral, search terms used, etc. Seen holistically, the data provides intelligence the sales rep uses to take the next step – including knowing when the customer is ready to buy and it’s time to close the deal.
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.