Do you struggle to get customers to your site? Are you unsure where you should focus your time and resource when people actually start engaging with your content? Confused about where you should be collecting data and how to showcase success to your stakeholders? Join Phil McGuin, Demand Generation Director and Will Garbutt, CRO and UX Manager from digital agency Stickyeyes as they show you how to maximise your end-to-end customer journey to create an amazing user experience that converts prospects and drives commercial success. With experience in both B2B and B2C markets across a range of industries, they’ll draw on real-world case studies to show you: - How you can engage customers with your website and proposition; - The importance of acquisition mapping and capturing the right customer information; - How to navigate your customers through their lifecycle stages to encourage conversion and advocacy; and - Examples of the tools you can use and the data you should be collecting to measure and optimise success.

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Top tips for driving leads and optimising
conversions in 2020
Philip McGuin
Director of Demand Generation
Stickyeyes
@
Digital Marketing Priorities 2020 brought to you by
Will Garbutt
UX and CRO Manager
Stickyeyes
@stickyeyes

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Looking at the front-end user journey
Section 1
Will Garbutt
UX and CRO Manager
@stickyeyes
Digital Marketing Priorities 2020 brought to you by
@stickyeyes

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***
A fully formed strategy for optimising lead management consists of 2 key areas:
End-to-end lead management
Getting users to engage with the website
& proposition & ensuring that they are
routed key acquisition where quality data
is captured.
FRONT END
USER JOURNEY
BACK OFFICE
USER JOURNEY
This is about transitioning the user
acquisition data across various sales life
cycle stages or gates so they can become
a customer.

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***
This section looks at how we can analyse the user journey to increase conversions.
End-to-end lead management
Getting users to engage with the website
& proposition & ensuring that they are
routed key acquisition where quality data
is captured.
FRONT END
USER JOURNEY
BACK OFFICE
USER JOURNEY
This is about transitioning the user
acquisition data across various sales life
cycle stages or gates so they can become
a customer.

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Front-end user journey
• How do we get users engaged with the site?
• How do we ensure they are routed to the key
acquisition point on the website?
• How do we ensure we capture the right user
information that is relevant for business success?

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***
The key to answering those questions involves following a process similar to the below:
The process
DEFINE
OBJECTIVES
Ensure you have a clear view of
what success looks like
STEP 1
UNDERSTAND
YOUR USERS
What do they want?
What are they doing?
How are they doing it?
STEP 2
OPTIMISE
EXPERIENCE
Continuous testing & learning
STEP 3

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Step 1
Ensure you have clear objectives

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1 - Define your objectives
• What are you trying to achieve?
• How are you defining success?
• Is everything in place to track end-to-end success?
***
It’s important to be structured in your approach and ensure all stakeholders understand the objectives.

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Step 2
Gain an understanding of your users

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2 - Understanding your users
Ask yourself WHY:
• Why should they choose your offering over others?
• Why should they trust you?
• Why should they take the time to fill out this form?

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2 - Understanding your users
***
There are a number of other tasks that can be carried out in order to gain an understanding of your
users, how they interact with your site, and what they are looking for.
Analytics Heatmaps
Competitor
Research
Live Chat /
Customer
Service
Customer
Surveys
User
Testing
Howtheycurrentlybehaveon-site Whattheyseeon
othersites
Whattheysaytheywant

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2 - Understanding your users
Current on-site behaviour:
• Where are people entering
your site?
• What pages are most
important to conversion?
• How are people engaging
with key pages?

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Analytics tells you WHAT
Your users tell you WHY

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2 - Understanding your users
Customer research:
• Customer Surveys
• User Testing
• Interviews (internal + user)

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Your users spend
99.9% of their time on
OTHER WEBSITES

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2 - Understanding your users
Benchmarking competitors:
• Strength of messaging
• Proposition
• Content quality
• Ease of task completion
• Mobile experience

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Step 3
Optimise the experience

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3 - Optimise the experience
After identifying any potential issues
with your site:
• Create new designs
• Test the solution
• Measure the results
This should form part of a full
CRO Strategy

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Best Practices
Remember, these should still be tested on YOUR users

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Data capture best practices
• Concise bulleted list of reasons to sign up.
• Preview of what the users gets in exchange.
• Clear trust signals.
• Persistent CTAs (calls to action).
• Minimal number of required fields.

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Smart Insights - example
• Preview of what users get
in exchange.
• Clear trust signals.
• Minimal number of
required fields.

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Smart Insights - example
 Preview of what users get
in exchange.
• Clear trust signals.
• Minimal number of
required fields.

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Smart Insights - example
• Preview of what users get
in exchange.
 Clear trust signals.
• Minimal number of
required fields.

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Smart Insights - example
• Preview of what users get
in exchange.
• Clear trust signals.
 Minimal number of
required fields.

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The only way you can be
certain that something will
work is by testing on
YOUR USERS.

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Data quality vs quantity
How much are you willing to give up for a conversion?

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Increasing conversion rate
is easy – just give away
everything for FREE.

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Data: quality vs quantity
QUALITY OF
DATA
EASE OF
FORM
COMPLETION

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Data: quality vs quantity
• How much will you give up for a conversion?
• Are you offering a fair value exchange?
• Explain the value in the data – eg: to get more
personalised information.
• Ask for a little early on, and then more information
as the relationship is fostered.

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In summary…

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In summary…
• Ensure you have clear, measurable objectives.
• Ask yourself why…?
• Perform research to understand your users.
• Focus on what value you can give your users.
• Test, test, test.

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Looking at the back-office user journey
Section 2
Philip McGuin
Director of Demand Generation
@stickyeyes
Digital Marketing Priorities 2020 brought to you by
@stickyeyes

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***
Within this section we now look at the back-office optimisation of the lead management process.
End-to-end lead management optimisation
Getting users to engage with the website
& proposition & ensuring that they are
routed key acquisition where quality data
is captured.
FRONT END
USER JOURNEY
1
BACK OFFICE
USER JOURNEY
2
This is about transitioning the user
acquisition data across various sales life
cycle stages or gates so they can become
a customer.

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Optimising the lead management back-office
is about understanding the life cycle of a lead
& its journey within the business.
We then identify key improvements within
these life cycle stages through better processes
& user management, data accuracy, data
integration & software usage.

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Types of optimisation scenarios
***
There are typically three types of lead management & audit deployment scenarios.
FIX IT
Corrective action on existing
processes & infrastructure.
SCENARIO 1
EXPAND IT
Incremental components need to be
added to existing processes &
infrastructure.
SCENARIO 2
BUILD IT
Implementation of a new set
of processes & infrastructure.
SCENARIO 3

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***
Stage two is all about mapping out the pre-existing lead management process & identifying key problems.
Defining clear benefits for the business
CAMPAIGN & CHANNEL BENEFITS
1. Campaign & channel accountability.
2. Better manage campaign investment.
3. Align marketing & sales management efforts.
4. Support campaign & website optimisation.
5. End-to-end campaign reporting.
BUSINESS & OPERATIONAL BENEFITS
1. Improve lead capture & accuracy.
2. Improve lead data quality.
3. Better support the customer life cycle.
4. Improve internal processes & efficiencies.
5. Improve software & related systems.

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Explaining lead management terminology
***
Below are a number of key terms that are used within lead management.
LEAD DATA
This is the individual data
points that make up a lead.
This will differ between B2B
& B2C, but they typically
include prospect contact
information & area / product
/ services of interest.
LIFE CYCLE STAGES
The key stages or gates a
lead goes through within the
business to become a
customer.
For example the B2B
marketing life cycle stage
include Lead, MQL, SQL,
Opportunity & Sales.
USER JOURNEYS
This is the range of users
involved within the
management process.
In essence there are typically
a range of user journeys with
different people dealing with
the data in very different
ways.
PROCESS FLOWS
Visual steps for completing a
lead process.
Process flows will include
user flows, document flows,
manual & automated flows
as well as how software
solutions are utilised.
DATA FLOWS
Visual flow of lead data
through an information
system.
For example this includes
physical data flows as well as
logic / conditional
information data flows.

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Back-office optimisation methodology
***
There are 6 key stages to back-office lead management optimisation, these include the following:
Stakeholders
& Project
Objectives
User
Processes &
Data Audit
Solution &
Systems
Audit
Scenario
Planning &
Selection
Design
New Solution
Architecture
Deploy New
Solution
Architecture
Identifyleadmanagementoptimisationproblems Developmentnewleadmanagementsolution
1 2 3 4 5 6
Identify leadmanagementoptimisationproblemsviaa series of
systems & processaudits
Developmentof new optimisationleadmanagementsolutionvia the
implementationof a series of new systems & processes

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Stage 1
Objectives & Project Stakeholders

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Identifying key project stakeholders
***
It’s essential to build a cohesive project team that brings in a range of stakeholders across the business.
MARKETING
STAKEHOLDERS
SALES
STAKEHOLDERS
TECHNICAL
STAKEHOLDERS
OPERATIONAL
STAKEHOLDERS
EXECUTIVE
STAKEHOLDERS&SPONSORS
1 2 3 4
6
ENDUSERS
STAKEHOLDERS
5

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Defining clear project objectives & outcomes
It is essential to put in place a road map that plans out what will be achieved, how and why.
Lead Processes &
Road Blocks
Objective / Outcome 2:
Identify key lead process
problems & issues that
impact lead quality &
hinder the sales &
customer process.
Lead Management
Architecture
Objective / Outcome 1:
Map out the current lead
management landscape,
from lead capture through
to sales closure &
customer onboarding.
Process RAG
Recommendations
Objective / Outcome 3:
Produce based a detailed
RAG recommendations,
identifying a range of
short, medium and long
terms fixes.
Data Management
Improvements
Objective / Outcome 4:
Look specifically at data
management and identify
how it can improve the life
cycle of a lead within the
business.
Systems / Software
Improvements
Objectives / Outcome 5:
Look specifically at
systems/software &
identify how they can
improve the life cycle of a
lead within the business.

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Stage 2
Process & Workflow Audit

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***
Stage two is all about mapping out the pre-existing lead management process & identifying key problems.
Life cycle, users, process & data flows
LIFE CYCLE, USERS & PROCESS FLOWS
1. Map out the life cycle of lead data.
2. Identify users journeys with the lead data.
3. Map out key visuals processes & data flows.
4. Identify relevant solution & systems.
5. Build visual process maps & data flows.
PROBLEM IDENTIFICATION AREAS
1. How leads are captured & stored?
2. How leads are routed through the life cycle?
3. How leads are processed & validated?
4. How does software facilitate the life cycle?
5. Which processes are manual / automated?

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***
The process map below is an example of how you start to bring the pieces of the jigsaw together.
Example visual process map
MARKETING AUTOMATION
CAMPAIGN
DEPLOYMENT
MARKETING TEAM
NEW LEAD
GENERATION
&
LEAD
NURTURE
&
WEB ASSETS
CAMPAIGN
STRATEGY
SALES
ENGAGEMENT
MEETING /
DEMO
SALES
NURTURE
START WORK /
DELIVERABLES
DIRECT SALES TEAM
REQUEST
QUOTE
SUBMIT
PROPOSAL /
QUOTE
NO
YES
QUOTE
AGREED
NEGOTIATION
/ REVIEW
CONTRACT
SIGNED
YES
NO
END OF
SALES
PROCESS
NO
SALES AUTOMATION
CUSTOMER
NEEDS
QUALIFICATION
OUTBOUND SALES TEAM
YES
NO
OR
RELATIONSHIP
MANAGEMENT

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Stage 3
Solutions & Systems Audit

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The core technology stack
***
Core technology stack consists of two key platforms - 1) marketing automation and 2) sales / CRM automation
Online ContentMarketing Automation Solution
Automated management of lead data
capture, marketing campaigns & lead
nurture process. Bringing the lead to
the door step of the sales team.
Sales Automation
Management of the lead & sales life
cycle & relationship process i.e.
convert the lead to a customer.
Core Technology Stack

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Solution feature set & capability
***
It is important to checklist key features & then see if they are being used & if not, why?
Email Marketing Capability
Landing Pages & Forms
List & Workflow Capability
Personalisation Capability
Custom Field Creation
Reporting & Data Management
API & Data Management
Contact / Pipeline Management
Call / Email Management
Activity / Task Management
Workflow Capability
Custom Field Creation
Reporting & Data Management
API & Data Management
SALESAUTOMATION
MARKETINGAUTOMATION
Integration?

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Identifying the wider technology stack
***
As part of the audit you will need to consider the wider technology stack & integration points.
Insert
Marketing Automation
Solution
ESP / Marketing Automation
systems to manage ongoing email
campaigns and communications
Insert
SalesAutomation
Solution
eCRM to manage the on-boarding
process of volunteers & other
reader stakeholders
Insert
API/Integration
Solutions
Rest API to manage technical
integrations between the various
software solutions
Insert
3rd Party
Solutions
Capability to integrate with 3rd
Party business tools such as sage,
Eventbrite, Magento
Core Technology Stack Wider Technology Stack

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Bringing it together into a global schematic
***
This is a detailed visual presentation that breaks down all key processes areas & identifies exact problem areas.
1) WebAssets
2) LifeCycleStages
3) DataCaptureMethods
4) User Journeys&Goals
5) ProcessSteps/Methods
6) DataTransferMethods
7) IntegrationPoints
8) Software/SystemIntegration

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Stage 4
Scenario Planning & Selection

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Developing a range of optimisation scenarios
***
You need to produce a number of scenarios. Each will have different risks, costs dependencies & outcomes.
SCENARIO1
Minimal fixes to key
processes & data areas.
SCENARIO2
Extensive re-configuration of
existing processes & software
systems.
SCENARIO3
Full process replacement &
upgrade to new software
solution.
Shorter Deployment Time Frame Longer Deployment Time Frame
Lower Cost & Lower Business Impact Higher Cost & Higher Business Impact

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RAG base scenario score card
***
This compares & contrasts the impact of each scenario & their propensity to deliver the desired outcome.
Key Recommendations:
1. Data Recommendations.
2. Workflow Recommendations.
3. Software Recommendations.
4. Asset Recommendations.
5. Process Recommendations.
6. Administration Recommendations.

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Stage 5
Design New Solution Architecture

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Scenario selection process
***
It is essential to select a scenario that is the most realistic to deploy but also scales with the business
SCALABILITY
Does the scenario have the feature
capability & flexibility to scale with the
business
API INTEGRATION
Does the scenario have capability to
integrate with solution and will it leverage
API
PROCESS IMPROVEMENT
Does the scenario definitively seek to
improve a relevant process
FEATURE CAPABILITY
Does the scenario seek to meet the
necessary feature requirements
BRAND QUAILITY
Does the scenario focus notable,
established or a reputable solutions
SOLUTION PRICING
Does the scenario pricing potentially make
it a minimum viable outcome

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***
New architecture involves check listing all the problems & identifying resolutions based on the selected scenario.
Problem, impact & resolution check listing
Problem:
Limited or incorrect lead
data captured
Impact:
Poor lead qualification & lead
validation resulting in excessive
wastage impacting time & ROI
Resolution
Build new data points into web
assets & automate capture into the
eCRM solution stack
POOR DATA QUALITY
Problem:
Key parts of the life cycle process
are reliant on manual intervention
Impact:
Impacts resource time, process
accuracy, decision making quality
& customer response times
Resolution
Provide automated eCRM
workflows & validation trapping at
each life cycle stage
EXCESSIVE MANUAL PROCESS
Problem:
Supporting solutions unable to
facilitate a range of key actions for
the marketing & sales teams
Impact:
A key impact is that the business
being unable to scale & flex the
marketing & sales process to
ongoing business needs
Resolution
Implement new eCRM solution
that addresses their capability
LIMITED SYSTEMS CAPABILITY
Problem:
Limited or poor communication
between the various web assets,
software solutions & 3rd party tools
Impact:
A key impact is data quality as well
as leading excessive manual tasks
such as data inputting & reporting
Resolution
Implement a new tool that
integrates all these via API scripts
& workflows management
WEAK SYSTEMS INTEGRATION

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Developing the new solution architecture
***
The final element is then to develop a new global schematic that showcases the new architecture & resolutions.
Marketing Solution
SalesSolution
Integration
solutions
Website Assets
3rd Party Solutions i.e.Sage, SMS, Events & Survey Solutions
Transactions

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Stage 6
Deploying New Solution Architecture

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Optimisation deployment process
***
The optimisation deployment process contains five sequential key areas each with a range of tasks & outcomes.
DataFramework
User &DataMapping
DefiningDataTypes
DataDictionaryBuild
DataExtraction
AREA1
DataCleaning
User/SystemsAdmin
DataObjectConfiguration
UserInterfaceConfiguration
DataFrameworkMigration
AREA2
CAMPAIGNSSTREAMSSolutionConfiguration
SystemsTesting
DataImport
DataBinding/Relationships
DataValidation
Data Submission
AREA3
CAMPAIGNSSTREAMSDataMigration
DataTesting
Pre-ScriptConnectionTesting
SolutionFeatureChecklisting
SolutionWorkflowPlanning
SolutionScriptDevelopment
AREA4
CAMPAIGNSSTREAMSAPI/
3rd PartyIntegration
ScriptTesting
ReportWireframes
ReportingDataDictionary
Report/DashboardBuilds
DataImport/Population
AREA5
CAMPAIGNSSTREAMSReporting&Dashboards
ReportTesting

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Architecture testing process
***
Successful deployment of the new optimised architecture is predicated on robust & iterative testing.
AUTOMATION TESTING
Testing automated actions such as setting
field logic and decision making outcomes.
USER ROLE TESTING
Testing functionality specific to user roles
such as fields that should & should not be
visible to an individuals roles & task.
CRUD TESTING
Testing the simplest functionality of the
system: creating, reading, updating and
deleting records.
FIELD TESTING
Testing individual field functionality to
ensure that individual parts work as
intended.
USER ACCEPTANCE TESTING
Testing with end users to complete their
user journey and see where processes are
falling down.
COMPREHENSIVE TESTING
Testing all previous steps together to
ensure that all combined features work.

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Solution rollout, BAU & iteration
***
Final rollout needs to including sign-off & user training, but also provide for ongoing process iteration & support.
STEP 1
Testing Sign-off
STEP 2
User Training
STEP 3
Systems Rollout
STEP 5
Support Services
STEP 4
BAU & Iteration

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