WebinarMark DavenportSenior Consultant

April 6, 2011

Attracting, Engaging and Converting in the Buyer 2.0 World

What We’ll Cover• The Current State of Demand Generation: Buyer 2.0• Guiding Principles for this Evolving World• Getting Focused – Attracting, Engaging and Converting Prospects• Next Steps – A Roadmap to Get there

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Once Upon a Time…• There were only a few media channels• The same people owned them all• Their friends in the agencies were the

gatekeepers• “Marketing” meant coming up with a

catchy jingle• Your salesmen (yes, they were men)

had to convert awareness into revenue

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Buyer 2.0 – This Isn’t Your Father’s Demand GenerationThe Web changed the marketing landscape, and now Web 2.0 is changing it further, forcing companies to adapt their selling approaches•There are many channels, and no one gatekeeper•The buyer has more information than ever before and is in control of when and how they engage with you •Vendors must meet prospects where they are and begin a conversation that they will want to continue•Marketing must engage throughout the process

DG F2FTeleWeb Demand Generation

Tele/F2F SalesWeb

B2B Funnel2000 2011

Buyer 2.0 Does Not Rely Upon a Vendor or its Website

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One-to-many marketing has been replaced with many-to-many, and you are not in all of the conversations going on about you

The User Experience Now Spans a Digital EcosystemOrganizations must provide a coherent story across myriad online properties, some they own and many they don’t.

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Owned

Campaign Sites

Newsletters

Partner Sites

Earned

Social

Online Media

Blogs

SEOPaid

Pay-per-click

Banners

Paid BlogsWebsite

Guiding Principles for the Buyer 2.0 World• Creating integrated persuasion• Shifting emphasis to inbound marketing• Actively managing and nurturing leads• Testing, measuring and refining

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Guiding Principle – Create Integrated Persuasion• Weave a coherent, compelling story across your digital ecosystem• Focus on educating buyers, not just selling• Integrate inbound and outbound

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SEO

Does your story make sense?

$$$

Audience

Prospects

Leads

Opportunities

Campaign Site

Website

Peers, Experts

Website

Newsletter

Sales

Reviews

Guiding Principle – Shift to an Inbound Mindset• Cast smaller, more focused nets (less spray and pray)• Generate opt-in and market to this audience• Choose the right amount of awareness for your industry

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Outbound tactics•Broadcast

•Print

•Outdoor

•Events

•Direct Mail

•Telemarketing

Inbound tactics• SEO

• PPC

• Social

• Blogs

• Videos

• Newsletters

Guiding Principle – Actively Manage and Nurture Leads • Follow leads through the entire funnel to revenue• Serve the right content at the right time• Employ progressive profiling and lead scoring• Leverage technology, but don’t overlook people and process

• CRM or Marketing Mgmt software is only as good as how you use it

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$$$

Audience

Prospects

Leads

Opportunities

Guiding Principle – Test, Measure and Refine• Focus on predictive metrics, rather than backward-looking• Aggregate numbers are meaningless – must be segmented• Measure whole lifecycle, tie to revenue

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15%

15%

.1%

15%

16%

1%

Targets __________ Conversion

Rates

__________Conversion

Rates

__________ Conversion

Rates

Responses

MQLs

Wins

Segment 1Segment 1 Segment 3Segment 3

Assessment Low response rate may be due to

lack of awareness or poor messaging

Recommendation Improve off-site visibility and

messaging, SEO, PPC, Blogs, Social

Assessment Conversion at each stage is

strong

Recommendation Candidate for more top-of-

funnel demand generation

Assessment Pointed bottom of funnel

shows poor conversion of leads to wins

More ‘nurturing’ required in pipeline

Recommendation Candidate for pipeline

acceleration programs

7%

12%

.8%

Segment 2Segment 2

Getting Focused: Attracting, Engaging and ConvertingMarketers must master several critical new activities • Keyword research, selection and optimization• Social media community building• Content creation and dissemination• Creating pathways for conversion• Measuring, analyzing and optimizing performance

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Attracting qualified website visitors – Keywords • Use keywords that quality prospects use (sofa vs. couch – 5MM +2.7MM)• Don’t just guess, use PPC campaign to test• Use your keywords offline, too• Mix mass keywords and longtail phrases• Understand what keywords tell you about the buyer’s journey

• “Digital Camera” – 4MM searches/month• “Digital Camera Reviews” – 368K/month• “EOS 5D Mark II” – 200K/month

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Attracting qualified website visitors – Social Media • Have a creative concept• Provide a value exchange• Make the experience authentic—use experts• Augment social with offline• Optimize for mobile social• Galvanize your employees – it takes a village 

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Engaging Audiences with Relevant Content• Use automation and self

selection to segment• By audience• By stage in the process• By behavior

• Adapt mobile version of your site to user context (Toyota)

• Extend the conversation• Pay attention to tonality 

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Converting them into customers – Offer pathways• Provide them with relevant, actionable next steps

• What might someone on this page want to do next?• What would I want them to do?• Review analytics – where did people actually go?

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Converting them into customers – Incremental Steps• Offer incremental next steps that allow visitors to test the waters

• Shorter forms• Progressive disclosure – gives and gets

• Case Study : Walden University• Online Application completion increased by 88% with a streamlined application

Converting them into customers – AnalyticsClose the loop between revenue outcomes and content-based engagement• Figure out WHAT is valuable and track it• Figure out WHO is important and track them• Assess WHY important visitors do valuable things• Extrapolate HOW to improve your site’s financial contribution to the

organization

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Bringing it All Together• Buyer 2.0 forces you to think more holistically about your digital ecosystem

• Create a coherent story that spans channels• Draw people in with relevance and earn a conversation• Measure everything and test alternative approaches

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Next Steps• This week: Walk in your customers’ footsteps – how do they experience you?

• Search for yourself on Google, follow your links on Facebook, find a conversation about you online that you didn’t know about; follow these links, sign up for a newsletter -- do visitors get a compelling story?

• This month: Set up goals and segments within your analytics software• This quarter: Conduct at least one A-B test and follow results through your

funnel

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Connect with NavArts• 703.584.8935• Sales@navigationarts.com • @NavigationArts and #NavArts