2. About Hot Banana
• Hot Banana is wholly-owned
subsidiary of J.L. Halsey - a publicly
traded company
• Web Content Management for SME
marketers
3. Presentation Topics
• Web Site Lead Generation Overview
• Web Site Tools
• The Evolution of Web Content
Management Systems (Web CMS)
• Case Study – A Lead Generation
Scenerio
4. Old View Of Lead Generation
Source - Lead Generation For the Complex Sale by Brian Carroll
(McGraw-Hill 2006)
5. Old View Of Lead Generation
Source - Lead Generation For the Complex Sale by Brian Carroll
(McGraw-Hill 2006)
6. New View Of Lead Generation
eMarketing
Source - Lead Generation For the Complex Sale by Brian Carroll
(McGraw-Hill 2006)
7. Your Web Site Is At The Center …
Email
Print
Public
Marketing
Advertising
Relations
Television Events
Web
Search Loyalty
Banners
Marketing Programs
Partners & Direct
Branding
Affiliates Mail
8. … The Center of All Marketing Activities
Print
Public Email
Advertising
Relations Marketing
Television Events
WEB
Web
Search Loyalty
Marketing Programs
Partners & Direct
Branding
Affiliates Mail
9. So The Web Site Has Mission Critical JOB TO DO!
Print
Public Email
Advertising
Relations Marketing
Television Events
WEB
Search Loyalty
Marketing Programs
Partners & Direct
Branding
Affiliates Mail
10. The Web Site Has A Job To Do!
But Does It Have The
Tools To Do The Job?
Optimize
Your Maximize
• SEO / SEM / PPC
Increase
Web Site
Target
Web Site
• Editing Content
Traffic Visitors
• Brand design lock down
• Internal Search
Acquire
Sales
• email Marketing
Qualified
Results !!!
Leads • Micro Sites
• Landing Pages with A/B Testing
Engage • Web Forms
Track and Convert
Measure Leads
Prospects
• Web Analytics
• Content Personalization
& Customization
11. Traditional Web Site Tools …
• A Traditional Web Site Has
An Adhoc Collection of
eMarketing Tools
• Many Are Custom Built
And Out Of Sync With Other
Tools
12. … To Web Site Engines
• Today - A Web Site Can Be A
Fully Integrated eMarketing
Platform
• It Can Be Optimized And
Automated And Turned Into A
Lead Generation Engine
• Everything Seamlessly
Working Together For
Maximum Web Site
Performance
13. The Evolution Of Web Content Management
Optimized
Proactive
Advanced Email marketing management
Link Management
Single-sourced Search engine optimization
Content
control and
Behavior pattern recognition
categorization/
metadata
Basic segmentation Analytics
Rich media
Author/edit Personalization Campaign-based reporting
management
Site based-control Calls to Action CRM/SFA integration
Multi-site
Delivery Multi-channel A/B Testing
management
Archiving distribution Lead Generation Engines
Open API for
Scalability integration
Low eMarketing Campaign Value High
Source : The Gilbane Group (2007)
14. “The availability of solutions that deliver this
reality is an extremely important industry
breakthrough.”
Leonor Ciarlone, Senior Analyst,
The Gilbane Group
Strategic eMarketing: Converting Leads Into Profits,
April 2007
15. The Evolution Of Web Content Management
What Type of Web Content Management
System Do You Have?
• Basic
• Advanced
• Proactive
• Optimized
17. What Are We Looking For?
Integrated Brand Management Positive Customer
Experiences
Positive Results
ROMI = Measurement and Analysis
18. Web Content Management - The Enabler
Content Usability
Consistency
Tracking &
Context Measurement
19. Web CMS - Content Consistency
The Digital Asset Manager (DAM) is key for Brand
Management
• Establish product terminology: manage it through centralized access
• Eliminate content creation redundancy: collaborate instead and strive for
one voice
• Keep it short: less copy equals more conversions
• Be persuasive and “action-oriented”: write, re-write, edit and test to
make sure the content is on target
• Invest in a style guide: synchronize color, fonts, and text emphasis
techniques
• Reuse published content
20. Web CMS - Usability and Context
Understand accessibility standards and follow them – create
a great visitor experience
• Up to 20% of all Internet users have some form of disability and 10% of
males are colorblind
• Context begets relevance: know your customers and talk in their
“language”
• Personalize landing pages according to customer segment, the
message (the offer) and the promotion or product
• Design effortless interactivity: lengthy forms, surveys, and registration
pages are lead generation inhibitors
• Ban even the possibility of a “dead” link
21. Web CMS - Web Site Optimization
Fine tune and optimize the Web site for peak marketing
performance - Optimize the Web site so it works!
• Search Engine Optimization – SEO Laser focus on keywords, robots.txt,
metadata, h1 tags, alt tags, page titles
• Design Optimization – Implementing XHTML, W3C & CSS best practices
and standards – accessability and usability
• Web Analytics – On site behaviour, lead source, conversion and
measurement – ROMI
• Performance Optimization – speed of refresh and image loading
22. Web CMS - Web Site Automation
The process for acquiring, converting and transferring leads
from Web Forms to sales
• Create a “Closed Loop” process
Email, landing page, Web form to CRM/SFA
• Launch and manage eMarketing campaigns
Email Marketing
Newsletters
Media Releases
Event and Survey Management
• Landing Pages with A/B Testing
• Web Forms with lead scrubbing, verification and deep SFA/CRM
integration
23. Web CMS - Measurement and Analysis
Use Web Analytics and implement improvements of what you
learn
• Design targeted campaigns based on specific consumer and market
information
• Execute automated campaigns with integrated, multi-faceted
components
• Track, compile, and analyze volume, response, and conversion rates to
identify successes and failures
• Integrate campaign results with SFA and CRM resources
• Refine and improve campaigns based on timely, accurate data
accessible to a coordinated marketing, sales, and customer service team.
24. Some Challenges
eMarketing: as much a strategy as
a set of technologies and processes
People Process
Typical Challenging Goals: YIELD
– Increasing Web site traffic & visitors
– Targeted & qualified lead generation
– Maximized lead conversion Technology
– Brand consistency
– Consistent retention and nurturing communications
– Promote up-sell/cross-sell opportunities
– Precise analytics for measurement
– Continual, closed-loop campaign improvement
25. More Challenges …
• Tight budgets, limited resources
• IT departments, Webmasters and
outside suppliers who take their time People Process
making changes or improvements
YIELD
• Speculative goals (and results) at best
• Lack of complimentary marketing,
sales, and customer service processes Technology
• Lack of integration between eMarketing
tools, analytics, and Web site
management
• High price points for disparate
technologies
26. Even More Challenges …
And add an array of technologies:
• Search engine marketing, both paid and People Process
“organic” tools
• Personalized Web landing pages YIELD
• RSS-driven content distribution
• Event registrations, interactive surveys
and forms
• Rich media advertising including video Technology
and podcasting
• Social media advertising within Internet
communities, blogs, and wikis
• Database and CRM marketing
27. Case Study:
A Simplified
Web Site to Sales
Lead Generation
Scenario
28. Lead Generation Scenario
• A technology company spends $10,000 per month on online marketing
- banner ads, Google Adwords, email marketing, etc.
• The Web site gets 4,500 unique visitors that month
• By applying Web analytics we determine:
– 1,500 visitors are from organic sources
• Breakdown
– 50% search engines by organic keywords
– 50% referrals, bookmarks, editorials, PR, directories etc
– 3,000 visitors from paid traffic sources
• Breakdown
– 60% PPC ads by keywords and search engines
– 40% email & other paid sources
29. Lead Generation Scenario
• The goal is to convert the maximum amount of raw visitor traffic into
qualified sales leads by using a specific “Call to Action”
» Webinar
» Demo
» Trial
» Free White Paper
» Newsletter
» Request For Pricing
» Event and Survey Registration
• A well designed Web Form captures the information and closes the lead
• A Web Form to Sales CRM process transfers the leads to a CRM or
SFA, such as salesforce.com, and an email notifies a sales rep
immediately to respond
• That qualified lead now enters the sales team pipeline as a warm
suspect
30. The Web Site Pipeline Process
5. Captured Lead Transferred to Sales CRM As A
200
Warm Suspect
4. Fill Out Form And Capture Data 225
3. Directed Traffic Going To A “Call To Action”
500
Web Page
2. Check Out Pricing And Product
1500
Information Pages
1. Raw Unique Visitor Traffic On
4500
The Web Site
% close rate of visitors to leads = 4.4%
31. Typical Inside Sales Pipeline Process
100% - 10 deals closed
• 100% - Deal Closed – Won and Paid!
95%
• 95% - Contract Signed
90%
• 90% - Commitment Made
• 80% - Price Negotiated 80%
• 70% - Solution Evaluated 70%
• 60% - Solution Presented
60%
• 50% - Solution Developed
• 40% - Pain Points Discussed 50%
• 30% - Prospect Completes Demo
40%
30%
• 20% - Suspect Becomes A Qualified Prospect
20%
• 10% - Warm Suspects – Web Site Leads
10% - 200 leads
• 5% - Cold Suspects – Trade Show Leads 5%
% close rate of leads to sales = 5%
32. Leads To Sales Results
1. Can go deeper on the data
Web Site Conversion
Metrics: – Track which lead sources generates
the actual sales
– Tag and track return visitors when
Out of 4,500 Web site visitors – we
they come back to the Web site
have 200 qualified leads
2. Use Web metrics as a way to
forecast lead generation and
% close rate of visitors to leads = 4.4%
predict new sales
Total Marketing Cost = $10,000 – Does an Increased marketing spend
of 100% to $20,000 per month =
Cost Per lead = $10,000 / 200 = $50
Increase of traffic, leads and sales by
100%?
% close rate of leads to sales = 5%
– Law of diminishing returns does kick
# of closed sales per month = 10
in … but a model can be built
Av. sale size $30,000
Revenue from Web site = $300,000 per month
33. What Could We Improve?
1. Get more out of the marketing budget – more leads
2. Lower the cost per lead – From $50 to $45
3. Attract more traffic – Extra 500 visitors
4. Track the lead source and assign $ revenue to the actual marketing
activity
5. Improve the Web site conversion rate 4.4% to 5%
6. Optimize and Automate the Web site pipeline to make the entire lead
generation process more slick, efficient and effective
7. Get the sales team to be more productive and efficient 5% To 6%
34. Best Practices To Remember
1. Implement the best Web analytics programs to track back leads to specific
marketing campaigns
2. Select the most cost effective marketing channels to generate the most leads
3. Optimize and automate as much of the Web site as possible – including
building Web Forms that are tested and generate results
4. Set your Conversion % Goals – measure where you’re at today and then set
month by month goals to improve your metrics
5. Calculate the number of visitors to leads ratio and leads to sales ratio – what is
required to meet the sales revenue goals?
6. Continually demonstrate ROMI
36. Essential Components of Profitable eMarketing
• Multi-Channel eMarketing is a dizzying array of techniques and
technologies:
• email marketing
• Search engine marketing – paid and organic (SEO)
• Personalized Web landing pages with A/B Testing
• RSS-driven content distribution
• Event registration, interactive surveys and Web forms
• Rich media advertising including video and Podcasting
• Social media advertising within Internet communities, blogs and Wiki's
• Each technique has a technology silo related to it
• It’s time to consolidate? But onto what platform?
• Email
• Analytics
• CRM / SFA
• Web CMS
37. What Are Marketers Looking For?
1. A technology that’s easy-to-use and non-technical
2. Save time, money and people resources
3. Total Control over eMarketing campaigns and programs
4. Manage, Automate And Optimize the Web site
5. Minimal IT support time and outside resources
6. Create Landing Pages with A/B Testing and Web Forms on-the-fly
7. Integrated and automated Web analytics and email marketing
8. Send Web Form Data to CRM / SFA, databases and emails
9. Search Engine Friendly – SEO and SEM
10. Social Media Optimization
11. Need a Single eMarketing platform
38. It Is Becoming Real!
Think Of The Web Site As An
Automated Sales Rep
• Rather than a wild dream, this scenario is becoming a reality by utilizing
a Web CMS-driven eMarketing platform
• Web Content Management is a Software that allows you to take control
of your Web site and manage content changes
• The Web site is now the center of all marketing activity and is therefore
becoming a critical lead generation engine
• Technology prices are falling - broadening implementation opportunities
to an array of small and mid-size organizations
• Software-as-a-Service (SaaS) models continue to have the greatest
impact on this trend, allowing marketers to deploy and manage
eMarketing programs with lower upfront costs and reduced risk.
39. A Web Content Management
System Is The eMarketing
Platform Of The Future
40. Conclusion
eMarketing is a strategy and a set of compelling technologies and
practices – so focus them at the Web site and set goals accordingly
1. 90% of eMarketing activities run through the Web site – So the Web Site
has to be Optimized and Automated
2. Persuasive content and communications that’s tested and measurable
3. The Web Site Has A Job To Do – Turn Your Web Site Into A Lead
Generation Engine - A Robot Outside Sales Rep!
1. Maximize Web Site Traffic
2. Capture Sales Leads
3. Convert Leads Into Prospects
4. Transfer Leads to Sales
4. Auto populate the CRM, SFA, email Marketing databases
5. eMarketing should drive sales, period.
41. Thank You!
Thank You!
Download A Free Hot Banana / Gilbane Group Whitepaper:
Strategic eMarketing:
Converting Leads Into Profits -
http://www.hotbanana.com/
company/resource-center/white-papers/
gilbane-whitepaper/
David Terry - VP Marketing,
Hot Banana Software, Inc.
Tel: 705-792-3880 x2222
Email: david@hotbanana.com
