Authentia randomly selected 100 North American control system integrators and assessed their digital marketing effectiveness against 32 separate objective criteria. The results indicate areas of opportunity for control system integrators to take advantage of industry-wide latencies. Owners, business developers, and marketing professionals will find this information valuable in assessing their own efforts and opportunities against their peers and competitors.
2. 1
Assessing the state of online marketing in the control system integrator
industry...
We randomly selected 100 North American
Control System Integrators.
3. 2
The study focused on 32 metrics within 5 major performance groups...
Design & Usability: How well does the
website welcome visitors and communicate
the company’s unique value proposition?
4. 3
The study focused on 32 metrics within 5 major performance groups...
Search Engine Marketing (SEM): Is the
website optimized in order to receive organic
search traffic and is paid search being
leveraged?
5. 4
The study focused on 32 metrics within 5 major performance groups...
Content Marketing: Is there content
available on the website to attract visitors
and generate links because it offers value
to prospective leads?
6. 5
The study focused on 32 metrics within 5 major performance groups...
Social Media: Does the website connect
with multiple, active and engaged social
media channels?
7. 6
The study focused on 32 metrics within 5 major performance groups...
Marketing Funnel: Are there offers for
visitors to enter the marketing funnel at
every stage, not simply the bottom, sales
stage?
8. The CSI Industry Lags Behind
When compared to
other B2B
industries, Control
System Integrators
lag overall and in
every individual
category.
7
0
1
2
3
4
Design & Usability SEM Content Marketing Social media Marketing Funnel
Digital Marketing Performance
System Integrators B2B Industries SI Avg B2B Avg
13. Immobility
Yes, Even In B2B
Mobile is preferred over the PC
for executives conducting
research during and after office
hours, according to the IDG
Global Mobile Survey 2014.
12
30. Leaky Funnels
System integrators are
largely ignoring the top of
the marketing funnel,
focusing primarily on
evaluation and purchase.
29
31. Leaky Funnels
Offering content at every
stage in the marketing funnel
generates more leads.
• White paper
• ebook
• Kit
• Tip sheet
• Checklist
• How-to video
• Educational webinar
TOFU
•Product webinar
•Case study
•Sample
•FAQ
• Data sheet
• Demo
MOFU
• Free trial
• Live Demo
• Consultation
• Estimate
• Coupon
BOFU
30
32. Calls to Action
84% of websites lacked
compelling, visually
distinctive call-to-action
buttons.
31
33. Calls to Action
Calls to action prompt
visitors to take the actions
that help meet your goals for
success.
32
34. Landing Pages
95% of websites failed to use
landing pages, which contain
an offer designed to collect
information from prospects.
33
36. Download the Complete Report
Download the entire 33-page report, complete with marketing trends and graphs for all 35 criteria.
Each result is presented along with a detailed explanation and tips for implementation and
improvement.
www.authentiasoft.com/2015-csi