Business to Business Forum

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LOGO Business to Business Forum December 5, 2006 Paul Slack CEO www.webdex.biz 469-568-4200

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Business to Business Forum. December 5, 2006 Paul Slack CEO www.webdex.biz 469-568-4200. Agenda. 1. B2B Sales Cycle. 2. Who to Target. 3. How They Search. 4. Developing an Internet Marketing Strategy. Research Possible Solutions. Short List of Vendors. Go to Bid. - PowerPoint PPT Presentation

Transcript of Business to Business Forum

Page 1: Business to Business Forum

LOGO

Business to Business Forum

December 5, 2006

Paul Slack

CEO

www.webdex.biz

469-568-4200

Page 2: Business to Business Forum

Connecting Customers to our Clientswww.webdex.biz

469-568-4200

Who to Target

Agenda

B2B Sales Cycle

How They Search

11

22

33

44 Developing an Internet Marketing Strategy

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Uncover NeedUncover Need

Research Possible SolutionsResearch Possible Solutions

Short List of VendorsShort List of Vendors

Go to BidGo to Bid

Make a Make a DecisionDecision

Search Search Engine Engine MarketingMarketing

B2B Sales Cycle

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469-568-4200

Buying Funnel

Search Engine Buying Funnel

Awareness

Consideration or Research

Decision

Purchase

8.7%

68.3%

42.6%

28.2%

Source: Enquiro

B2B Opportunity

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Two critical players who will use search engines …..and they search differently.

Targeting Your Audience

Influencers Decision Makers

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Specific Searches 4 or More Words Looking for a solution to a

problem

More likely to respond to a “Call to Action”

Will typically bite on: Comparison Matrix Webinars Trials, Demo’s, etc.

Sources of Content Spec Sheets White Papers Product Pages Newsletters

Influencers often

begin a sales cycle

Influencers

How Can You Make Their Job Easier?

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Influencer Example

Offer to download white paper

Nerc 1300 White Paper

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Results (H1)

93 Extremely Targeted Leads Over 17% Conversion Rate

Search Terms Clicks Transactions Conversion Ratenerc 1300 443 69 15.58%nerc standard 1300 22 4 18.18%"nerc 1300" 35 3 8.57%standard 1300 nerc 1 2 200.00%nerc cyber security 1300 2 2 100.00%nerc urgent action standard 1300 2 2 100.00%compliance, real-time monitoring 3 2 66.67%north american electric reliability council cyber security 1300 1 1 100.00%"nerc 1300"+"standard"+"security" 1 1 100.00%cyber security standards 1300 1 1 100.00%nerc network security 1 1 100.00%nerc 1300 standard 13 1 7.69% nerc 1200/1300 1 1 100.00%nerc 1300 security requirements 4 1 25.00%nerc cyber 1300 1 1 100.00%north american electric reliability council (nerc) 1200 urgent action cyber security standard. 1 1 100.00%nerc security 2 0 0.00%nerc and security 1 0 0.00%nerc 1300 cyber security asset monitoring 1 0 0.00%north american electric reliability council 1300 cyber security asset monitoring 1 0 0.00% "nerc 1300 standard" 2 0 0.00%Total 539 93 17.25%

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High Level Searches 2 or 3 Words Company or Competitor Name Industry Segment

Less likely to respond to a “Call to Action”

More likely to pick up the phone and call.

Or delegate the research to someone else

Sources of Content Home pages About Us pages Comparison Matrix

Need to be foundfor validation

Decision Makers

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Targeting Decision Markers

C-Level Ad

Extremely Competitive

Bulleted Benefit Statements

Call to Action

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Define

•Goal and Objectives

•Target Audience

•Conversion Activities

•Budget

•Resources

Measure

•Performance Goals

•Cost Per Lead

•Cost Per Acquisition

Refine

•Make Changes for Improvement

•Create New Objectives

Websites don’t exist for their own sake, but to fulfill a specific purpose and to satisfy a specific consumer need.

Internet Marketing Strategy

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Annual Budget for each: % # % CPLDirect Mail $5,000.00 3% 10 3% $500.00

Trade Shows (Describe): vertical market tradeshows $80,000.00 55% 100 26% $800.00

TV/Cable Advertising $0.00 0% 0 0% $0.00

Radio Advertising $0.00 0% 0 0% $0.00

Trade and Mass Media Publications $10,000.00 7% 100 26% $100.00

Directories (I.e. Yellow Pages, Thomas Registry, etc.) $5,000.00 3% 30 8% $166.67

Inside Telemarketing $20,000.00 14% 50 13% $400.00

Outsourced Telemarketing $0.00 0% 0 0% $0.00

$25,000.00 17% 100 26% $250.00

$145,000.00 390 Total Leads $371.79Total DM Budget

Est. Annual Leads

Traditional Direct Marketing Activities: Est. Annual Leads

Est. Annual Leads

Est. Annual Leads

Est. Annual Leads

Est. Annual Leads

Other (Describe): Press releases, whitepapers, editorial, referrals, Sales prospecting, Website, etc.

Est. Annual Leads

Est. Annual Leads

Est. Annual Leads

Cost Per Lead:

Cost Per Acquisition:

CPL X (lead:sale ratio) = CPA

$371.79 X 4 = $1,487.16

Breakeven Analysis:

Online Marketing Budget / CPA

$100,000 / $1,487.16 = 68 Sales

68 X 4 (lead:sale ratio) = 272 Leads

Comparative Analysis (CPL, CPA & Breakeven)

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Remember to: Begin with the end in mind

Who are you wanting to target?

How do they search?

What do you want them to do on your site?

How will you measure success?

Identify the content that would be of interest to your search visitors.

Make sure targeted visitors can find this content when searching.

Summary

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How to Contact WebDexPaul SlackPhone: 469-635-4200 X100Email: [email protected]: www.webdex.biz