WordPress for B2B lead generation and brand positioning The Student Room | Jamie O’Connell
Agenda <ul><li>About The Student Room </li></ul><ul><li>Our need for B2B marketing </li></ul><ul><li>Steps for developing ...
The world's largest student community <ul><li>4.5 million unique student users per month </li></ul><ul><li>Peer support & ...
Our need for B2B marketing <ul><li>2007 - 2010 we outsourced sales so ZERO contact with our customers and no CRM system. <...
What we wanted to understand  <ul><li>Who they were – gender, age etc.? </li></ul><ul><li>Where they spent their online bu...
What we learnt <ul><li>25 – 35 year old females </li></ul><ul><li>Poor awareness in some sectors </li></ul><ul><li>Very on...
Steps to developing the website <ul><li>1. What are we looking to achieve? </li></ul><ul><li>Lead gen </li></ul><ul><li>Re...
<ul><li>3. Content creation model? </li></ul><ul><li>Recruit B2B marketing exec </li></ul><ul><li>Student editorial team <...
<ul><li>5. How to get visitors? </li></ul><ul><li>SEO/Links </li></ul><ul><li>Google Adwords, LinkedIn </li></ul><ul><li>C...
Site traffic a year in… <ul><li>Top referring keywords: </li></ul><ul><li>Recruit graduates </li></ul><ul><li>Student adve...
Lead generation Corporate Nov Dec Jan Feb March April May June July August Insight enquiry 22 25 39 61 26 24 39 31 41 25 I...
Direct conversions and contacts <ul><li>Total value of campaigns through Insight:  £18,267.50  </li></ul><ul><li>£25,500  ...
Thank You <ul><li>Jamie O’Connell </li></ul><ul><li>Marketing Director </li></ul><ul><li>Phone: 01273 624 948 </li></ul><u...
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Jamie O'Connell at WP-Brighton 2011 - WordPress for B2B Lead Generation and Brand Positioning

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  • Acquired as part of 80% Acumen PI purchase by Chris Newson &amp; partners in 2006 in 2007 First employee hired, investment, rebrand and commercialisation began in 2007 18 employees based out of Brighton &amp; London, plus a volunteer team of over 150
  • Jamie O'Connell at WP-Brighton 2011 - WordPress for B2B Lead Generation and Brand Positioning

    1. 2. WordPress for B2B lead generation and brand positioning The Student Room | Jamie O’Connell
    2. 3. Agenda <ul><li>About The Student Room </li></ul><ul><li>Our need for B2B marketing </li></ul><ul><li>Steps for developing our B2B facing microsite </li></ul><ul><li>The website </li></ul><ul><li>Effectiveness to date </li></ul><ul><li>Q&A </li></ul>
    3. 4. The world's largest student community <ul><li>4.5 million unique student users per month </li></ul><ul><li>Peer support & socialising for all students: </li></ul><ul><ul><li>Study help </li></ul></ul><ul><ul><li>Applying to university </li></ul></ul><ul><ul><li>Careers </li></ul></ul><ul><ul><li>Personal life & fun </li></ul></ul><ul><li>Founded 10 years ago, acquired in 2006, commercialised in 2007 </li></ul><ul><li>Named -#1 top performing online SME in the UK 2010 and 2011 </li></ul><ul><li>B2B advertising business model </li></ul>www.thestudentroom.co.uk
    4. 5. Our need for B2B marketing <ul><li>2007 - 2010 we outsourced sales so ZERO contact with our customers and no CRM system. </li></ul><ul><li>In 2010 we bought sales in-house and had to begin marketing to our business audiences </li></ul><ul><li>We conducted a perception audit in each of our key markets to understand their needs and our position: </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Recruitment </li></ul></ul><ul><ul><li>Consumer </li></ul></ul>
    5. 6. What we wanted to understand <ul><li>Who they were – gender, age etc.? </li></ul><ul><li>Where they spent their online budgets to reach young people/students? </li></ul><ul><li>Whether they had heard of TSR and if so what their perception was of our products and services? </li></ul><ul><li>What key factors influenced their buying decisions? </li></ul><ul><li>Where they heard about publishers, industry news, trends etc.? </li></ul><ul><li>What they wanted... </li></ul>
    6. 7. What we learnt <ul><li>25 – 35 year old females </li></ul><ul><li>Poor awareness in some sectors </li></ul><ul><li>Very online savvy </li></ul><ul><li>Need for market research and industry insights </li></ul><ul><li>ROI, sales relationships, targeting, service quality/support main influencers. </li></ul><ul><li>How we applied the audit findings: </li></ul><ul><li>Clear B2B positioning for each sector </li></ul><ul><ul><li>B2B strap line ‘We get students’ </li></ul></ul><ul><ul><li>Sales materials and training </li></ul></ul><ul><ul><li>B2B facing microsite </li></ul></ul>
    7. 8. Steps to developing the website <ul><li>1. What are we looking to achieve? </li></ul><ul><li>Lead gen </li></ul><ul><li>Reinforce positioning </li></ul><ul><li>Relationship building </li></ul><ul><li>2. How can we deliver it? </li></ul><ul><li>Outsource – time and cost </li></ul><ul><li>Find local person we can work closely with – wiredsussex.com </li></ul><ul><li>Platform recommendation - WordPress </li></ul><ul><li>Structure/navigation - Categories </li></ul><ul><li>Hosting </li></ul><ul><li>Domain name </li></ul><ul><li>Design </li></ul><ul><li>Project management </li></ul>http://insight.thestudentroom.co.uk
    8. 9. <ul><li>3. Content creation model? </li></ul><ul><li>Recruit B2B marketing exec </li></ul><ul><li>Student editorial team </li></ul><ul><li>Guest blogs </li></ul><ul><li>4. CRM integration - Sugarcrm.com </li></ul><ul><li>5. Data collection </li></ul><ul><li>Form fields </li></ul><ul><li>CRM integration </li></ul>
    9. 10. <ul><li>5. How to get visitors? </li></ul><ul><li>SEO/Links </li></ul><ul><li>Google Adwords, LinkedIn </li></ul><ul><li>Campaigns – Guardian </li></ul><ul><li>Sales people & literature </li></ul><ul><li>Social media bookmarking </li></ul><ul><li>Insight Twitter a/c </li></ul><ul><li>Newsletter </li></ul><ul><li>Feedburner </li></ul><ul><li>6. Tracking </li></ul><ul><li>Google Analytics </li></ul>
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    13. 14. Site traffic a year in… <ul><li>Top referring keywords: </li></ul><ul><li>Recruit graduates </li></ul><ul><li>Student advertising </li></ul><ul><li>Student marketing </li></ul><ul><li>Recruit students </li></ul><ul><li>Insight blog TSR </li></ul>
    14. 15. Lead generation Corporate Nov Dec Jan Feb March April May June July August Insight enquiry 22 25 39 61 26 24 39 31 41 25 Insight newsletter subs 6 9 9 5 16 10 7 3 12 4 Education Insight enquiry 15 9 17 17 20 12 32 12 15 19 Insight newsletter subs 10 30 15 21 30 16 25 22 23 7 Government Insight enquiry 10 12 15 14 5 12 12 14 20 13 Insight newsletter subs 2 6 3 1 2 2 2 1 4 5 Other (pls specify) 7 9 10 8 17 6 1 4 10 2 TOTALS 72 100 108 92 118 82 108 87 125 75
    15. 16. Direct conversions and contacts <ul><li>Total value of campaigns through Insight: £18,267.50 </li></ul><ul><li>£25,500 in the pipeline </li></ul>Twitter Followers – 1,316 Following – 1,991 Newsletter Subscribers Education Corporate Recruitment Contacts 2301 1381 2311 Leads 508 207 287 Total 2809 1588 2598 6995
    16. 17. Thank You <ul><li>Jamie O’Connell </li></ul><ul><li>Marketing Director </li></ul><ul><li>Phone: 01273 624 948 </li></ul><ul><li>Mobile: 07825 795 707 </li></ul><ul><li>[email_address] </li></ul>

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