Lead Forensics MD Paul Thomas discusses how the market-leading software can help B2B organizations discover incredible new business opportunities they never had sight of before, by identifying anonymous website traffic. Lead Forensics is used by over 10,000 businesses worldwide; learn how they achieve success and gain outstanding ROI.

1. How to convert online visibility
into tangible leads and sales
Paul Thomas
Managing Director, Lead Forensics

2. Contents
n 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

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

4. Why measuring online ROI
is more important than ever
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OPTIMI H ENGI
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YOUR WEBSITE
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5. Why measuring online ROI
is more important than ever
n 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

6. Why measuring online ROI
is more important than ever
n 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)

7. Issues for Marketing
n Increased competition for share of traffic
Direct and indirect competitors
›

8. Issues for Marketing
n How to increase
conversion to goal
› Turning web analytics
into actions to improve
site performance

9. Issues for Marketing
n High bounce rates
Balancing the desire for
›
volume against quality

10. Issues for Sales
n Longer sales cycle
› Managing sales pipeline
visibility of individuals
already in your sales
cycle but not yet
converted

11. Issues for Sales
n Cross-sell and up-sell

12. The BIG issues
n Drive more ROI
n Deliver a constant, if not better ROI
as competition increases

13. 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

14. Typical Analytics
Traffic
Increased Conversion
Conversion

15. A Different Solution
Traffic
Non enquirer’s Non enquirer’s
Increased Conversion
Conversion

16. Case Example
LEADING RECRUITMENT CONSULTANCY
n 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

17. The Solution
LEADING RECRUITMENT CONSULTANCY
n 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

18. Case Example
LEADING HOTEL GROUP
n 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

19. The Solution
LEADING HOTEL GROUP
n 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%

20. Case Example
SPECIALISED MANUFACTURING
n 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

21. The Solution
SPECIALISED MANUFACTURING
n 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).

22. Case Example
B2B SOFTWARE RESELLER
n 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

23. The Solution
B2B SOFTWARE RESELLER
n 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

24. 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

25. 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

26. 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

27. 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

28. Questions & Answers
Talk to us to arrange a demonstration:
Paul Thomas
Managing Director
Lead Forensics
0207 206 7293
thomasp@leadforensics.com
www.leadforensics.com