Turning Your Website into an Automated Marketing Machine

www.act-on.com | @ActOnSoftware | #ActOnSW

Turning Your Website into an AUTOMATED MARKETING

MACHINE


Janelle JohnsonDirector, Demand [email protected]@janelle_johnson

Linda WestManager, Demand [email protected]@misslindawest

Today’s Presenters


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


Three Stages of the Marketing Funnel


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?


Your Website: Your Greatest Marketing Asset


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


SEARCH ENGINE OPTIMIZATION1


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.


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.


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


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


Keyword Selection


CAPTURINGWEBSITE VISITORS

2


How do I Capture Visitors?


56% of advanced B2B marketers said

content-based offers were their most

successful campaigns.

- Demand Gen Report Research

Create Killer CTAs


CTAs: Mix Them Up!


Identifying Anonymous Visitors


LANDING PAGES: OPTIMIZATION3


Don’t Get Stuck On Your Homepage

44% of clicks for B2B companies are

directed to a home page, not a landing

page

- MarketingSherpa


For 2 years running, A/B Testing is the most used method for Improving Conversion.

- Econsultancy

Test, Test, Test!


What to Test

Subject Line Headline Copy Length

Offers Button copy Colors

Images Form placement

# of Form Fields


Live Experiment: Control


Live Experiment: Treatment Overview

Treatment 1 Treatment 2


Live Experiment: Predicted Winner

Control Treatment 1 Treatment 20%

10%

20%

30%

40%

50%

60%

70%

20%

64%

16%

Predicted Winner

Treatment 1Screen Shot

Treatment 1


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

✓


QUALIFICATION:LEAD SCORING4


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?Demograp

hicsmap

Personauser

Behaviordesktop

Lead Scoring


All Pages Are Not Equally Important


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


Source: Gartner Research

UP T

O 70

%of sales leads are not properly leveraged or are completely ignored, thus wasting marketing program dollars.

Why Use Lead Scoring?


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


INSIGHT:SALES INTELLIGENCE

5


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


• 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


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


Free SEO Audit - Act-On Software

Get Started with a Free SEO Audit

Call +1 (877) 530-1555Email [email protected]

Web www.act-on.com

THE FORRESTER WAVE™ LEADERS

QUADRANT


Janelle JohnsonDirector, Demand [email protected]@janelle_johnson

Linda WestManager, Demand [email protected]@misslindawest

Q&A