A recent survey* of B2B marketing executives revealed that corporate websites are the #1 online source of new leads and yet 80% of marketers felt that their websites are not delivering on their potential. In this webinar, we will share 7 simple tactics to help you turn more of your website visitors into qualified leads, based on Marqui's experience working with many leading B2B businesses. You should attend if you are… • VP or Director of Marketing • Digital Marketing Manager • Responsible for website content

1. Webinar: 7 Tips to Get More Leads from Your
Website
November 23, 2011
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2. GoToWebinar Controls
• Click the button with the arrows to
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• Type your questions for us into the
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3. About the Presenters
• Dan Biggs, Digital Strategist at Station X
Communications
• Adam Koebel, Client Success Specialist at Marqui
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4. Agenda
• Introduction
• 7 Tips to Get More Leads from
Your Website
• Summary
• Q+A
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5. Introduction – B2B Marketing
It’s All About Priorities! Facebook
Slideshare twitter
CRM
SEO
content
marketing
Blogging
microsite
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6. Introduction – B2B Marketing
• Lead Generation = HIGH PRIORITY. Yet, differing perceptions of lead
Slideshare twitter
across the business can create confusion and misalignment
• Marketers : “Leads refer to those who express a general interest in
CRM
SEO
your products or services”
• Sales: “A lead refers to those who are ready to have a conversation
with a sales representative”
microsite
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7. Introduction – Before You Begin…
• With your organization, ensure you have a clear definition of what
constitutes a lead, and put it in writing!
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8. 1. Know What Your Current Situation Is
• Track your site’s conversion rate
• Understand industry benchmarks and compare your site’s
performance
• Ask yourself:
o Where are my site visitors coming
from?
o What marketing sources drive
the most leads?
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9. 2. Know What Your Visitors Want
• Walk a mile in their shoes:
o Gather as much direct intelligence as you can from your customers
o Use customer feedback tools (i.e survey) to gather deeper insight
• Use analytics tools to find the most-searched keywords
• Based on their needs, understand what content drives the
most leads
o Types of content (i.e blog posts vs. whitepapers)
o Topics of interest
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10. 3. Make a Good First Impression
• Establish a sense of legitimacy
• Copy, images or video should communicate why
your prospect can’t live without your product/service
• Deliver content that aligns with keywords that your prospects
are using to find you
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11. 4. Content – A Guiding Principle
Lisa Horner, Director of Campaigns at Citrix Online gives
the following advice when it comes to content creation:
“ Develop content to help customers be successful in their
businesses. Prospects don’t care about your products or
services. They care about what your products and services
can do for them in their business.”
*eMarketer, 2011
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12. 4. Content – The Reward
• Think of your content as a reward for visiting your site and
converting
• Your promise to your potential leads = a useful and rewarding visit.
The more intentionality you have in creating and updating
content, the better a position you’ll be in to fulfill your promise.
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13. 4. Content – In All Its Glorious Forms
• Content marketing is
what fuels the lead
gen engine of today
• KEEP IT FRESH! New
content means higher
traffic, higher return
to the site and
increased loyalty
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14. 5. Control the Conversion Path – Some Tricks
Think like a user
Move beyond testing
Know when to pull the trigger
QUESTIONS TO ASK
How hard is it to convert?
Where does the call to action
fall in that process?
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15. 5. Control the Conversion Path - CTAs
• Be transparent - privacy and
communication policies
• Customize their engagement
• Repeat CTAs need different, valuable rewards, but don’t
repeat yourself
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16. 5. Conversion - A Fool-Proof Recipe
One part INFORMATION
One part TARGETED INTEREST
One part BRIBERY
=
CONVERSION
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17. 6. Cast Your Net Over Multiple Channels
• People consume info across
channels, and all can serve as
extensions of your marketing
process
• Keep content unique to the
channel
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18. 6. Multiple Channels – Don’t Isolate, Invite!
• Give people an easy path into your site
• These other tools are as valid start points as Google, for
example
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19. 7. Experiment and Test
The most exciting tools in a marketer’s toolbox!
• Be willing to experiment, and most importantly, willing to fail
• Keep an open mind – you might be surprised
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20. 7. Put it to the Test
• Learn from EVERYTHING
(ie. analyze everything)
• Some things to test:
o Platforms - multichannel
o Content - headers, text, offerings,
presentation
o Design - where to put the CTA, how
much to “give away”
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21. Summary
1. Know What Your Current Situation Is
2. Know What Your Visitors Want
3. Make a Good First Impression
4. Build Strong Content and Update it Frequently
5. Control the Conversion Path
6. Cast Your Net Over Multiple Channels
7. Experiment and Test
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22. Q+A
Dan Biggs, Digital Strategist
Station X Communications
Dan.Biggs@stationx.co
Adam Koebel, Client Success Specialist
Marqui
Adam.Koebel@marqui.com
Feedback? Questions?
Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS
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