How to convert online visibility into tangible leads and salesPaul Thomas Managing Director, Lead Forensics

Contentsn Why measuring online ROI is more important than ever

n Issues for Marketing

n Issues for Sales

n The BIG Issues

n Case Examples & Solutions

n Actionable Insights

n Q&A

Why measuring online ROI is more important than evern The majority of B2B customer journeys involve visiting a suppliers websiten The website has become the single most important tool for B2B marketersn More prospects than ever are visiting websites to research, filter and qualify

Why measuring online ROI is more important than ever

YOUR WEBSITE

PAID SEARCHSEARCH ENGINE OPTIMISATION

ONLINE PR

DIRECT MAIL

ADVERTISING

SOCIA

L MED

IA

Why measuring online ROI is more important than evern Current economic climate has forced companies to place an even greater emphasis on generating returns from online marketing

n Online lead generation is seen as higher quality, well qualified and cost effective

IDENTIFY CONVERT CROSS-SELL

ONLINE CUSTOMERS

Why measuring online ROI is more important than evern Traditional B2B lead generation budgets are shifting online

n Marketing Sherpa’s 2011 B2B Marketing Benchmark Report highlighted that...

65% of B2B marketers said they would be increasing budgets across online

(web, social media, SEO and PPC)

Issues for Marketing

n Increased competition for share of traffic › Direct and indirect competitors

Issues for Marketing

n How to increase conversion to goal › Turning web analytics into actions to improve site performance

Issues for Marketing

n High bounce rates › Balancing the desire for volume against quality

Issues for Sales

n Longer sales cycle › Managing sales pipeline visibility of individuals already in your sales cycle but not yet converted

Issues for Sales

n Cross-sell and up-sell

The BIG issues

n Drive more ROI

n Deliver a constant, if not better ROI as competition increases

The BIG issues

n Current analytics tells us the WHAT but not the WHO › Reams of analysis available on WHAT is happening on the website (i.e. visitor volume, page views, click through rates, exit pages etc). › Difficult to identify WHO is doing WHAT

Typical AnalyticsTraffic

Conversion

Increased Conversion

A Different Solution

Traffic

Increased Conversion

Non enquirer’s Non enquirer’s

Conversion

Case Example LEADING RECRUITMENT CONSULTANCYn Spending £36.5k per month on paid search and SEO

n Wanted to increase volume of leads

n Recently invested in a website redevelopment to increase conversion

n Needed to make ROI improvements immediately to impact sales

The Solution LEADING RECRUITMENT CONSULTANCYn Next generation analytics added to the website

n Increased visibility of actual businesses visiting the website

n Provided contact information, analysis on search terms used to find the site and the pages viewed

n Client was able to make contact with organisations who had visited site but not converted to enquiry

n The follow-up approach was tailored based on the pages the prospect viewed (i.e. IT recruitment as opposed to Manufacturing recruitment)

n As a direct result, in just four months the client had generated 52 new business appointments, 10 new clients, 14 roles and 2 placements delivering an ROI of 1:21.4

Case Example LEADING HOTEL GROUPn Previously getting 35% of leads from pay-per-click

n Increased competition resulted in reduced lead volume from Google coupled with an increase in spend

n Wanted to identify a way of improving ROI from paid search to make it perform harder

The Solution LEADING HOTEL GROUPn Already using detailed analytic software, the client supplemented this with Lead Forensics due to its ability to provide visitors’ business details

n Through the use of trigger reports, leads were passed directly to the internal sales team to follow-up

n The enhanced visibility helped make the corporate site work harder in generating leads which would otherwise not be found

n Despite the increased competition from paid search, the overall online cost-per-acquisition decreased by 21%

Case Example SPECIALISED MANUFACTURINGn Highly competitive

n Long-sales cycle (12mths+)

n Wanted to establish relationships with potential new clients prior to any tenders being announced, increasing the sales pipeline

The Solution SPECIALISED MANUFACTURINGn Lead Forensics gave greater visibility of businesses visiting the website, how they got there and what they did on the site

n Through the client’s experience of decision maker, the client was able to send through credentials to the businesses who had visited the site but not enquired

n By following up these businesses, the client is able to foster relationships and secure placement on tenders which may have otherwise been missed – the client has seen an increase in sales pipeline by 25%

n As a direct result of the Lead Forensics information, the marketing team were able to make changes to the website based on standard information (page views, search terms etc).

Case Example B2B SOFTWARE RESELLERn Client had a significant lack of account management focus on their mid-tier clients

n Needed to be able to identify key contacts and understand their potential requirements and generate additional business from them

The Solution B2B SOFTWARE RESELLERn As an existing Lead Forensics client already receiving new business leads, it was identified that existing mid-tier customers were returning to the site and viewing additional products they had not already bought

n With the ability to categorise first-time visitors as existing customers, the analytics automatically triggers an email to the existing account manager when client visits the site

n Information is provided on search terms and product pages viewed so the account manager can make contact even if a sales enquiry was not generated by the contact form

n Mid-tier existing customer sales have increased by 33% in the first six months resulting in an ROI of 1:16.5

Actionable Insights

Prospect visitors who didn’t enquire

n Attempt follow-up (telemarketing)

n Tailor your sales approach

n Increase your pipeline of unique leads

n Provide marketing with additional intelligence to inform the wider strategy

Actionable Insights

Existing customers who didn’t enquire

n Decide who will handle the lead internally

n Identify existing customer product interests

n Send a tailored email or call your customer immediately

n Segment your marketing communications to reduce wastage

Actionable Insights

Existing sales prospects not yet converted

n Automatic email to notify lead ‘owner’

n Send a tailored email or call your prospect immediately

n Attempt to close your prospect to deliver

Actionable Insights

Most importantly, keep ROI firmly on the agenda

n There are immediate opportunities to increase revenue from your website

n Driving greater ROI from your site

n Making the most of all your traffic

Questions & AnswersTalk to us to arrange a demonstration: Paul Thomas Managing Director

Lead Forensics 0207 206 7293

thomasp@leadforensics.com www.leadforensics.com