Mastering the metrics behind your b2b

website

2011 B2B Marketing Masters Webinar Series

Online Workshop October 13, 2011

SalesFUSION’s clients have an average “active life span” of 2.5 years

About SalesFUSION

Leading SaaS marketing automation solution HQ – Atlanta, GA, offices in Philadelphia Focus on Marketing to Sales integration Operating in 11 countries MarketingUnlimited program Innovative client service model 200+ Clients, 40 Partners 90% Product dev. – customer driven High growth – 110 new clients in 2010

About the Speaker – Kevin Miller EVP Marketing Principal at SalesFUSION 18 Years of database marketing, marketing promotions

experience Developed Consumer Promotion Campaigns for Sony, Toyota,

Guinness, Discovery Channel, NASCAR, WWF, TNT Direct Marketing practitioner Built and executed over 300 Webinar Campaigns since 1999 Involved with B2B Marketing Automation since inception Former user of many email & marketing software apps–

Constant Contact, Vertical Response, Emma, MailChimp, CheetahMail, Unica, NuEdge Systems, Marketbright

Connect with me on LinkedIn or Follow on Twitter, Follow us on Facebook

Professional Marketing Philosophy: “Marketing is about results…period. Without tangible metrics to prove the efficacy of a campaign through the realization of increased revenue….we are simply throwing darts at a board and hoping for the best”

Marketing automation technology combines technology and best practices from virtually all marketing disciplines and forces the end-user to become moderately fluent in all aspects of b2b marketing

About the Marketing Masters Series Focused on advanced-level b2b marketing topics Education on how to best leverage emerging marketing

technology Series based on the industry best-practices and over 200+

companies Complemented with Live, Public demonstrations of marketing

automation software technology Guest speakers/industry leaders

110% client focused

Dedicated client services

Unlimited training

Today’s Session The web analytics behind your website Understanding the nature of the digitial conversation Web analytics vs website visitor tracking Cookies, reverse IP append and page tracking Practical use of website visitor metrics

Lead Scoring Sales Alerts Nurture campaigns

Which of the following tactics does your marketing organization use?

Base: 249 B2B marketers at companies with 50 or more employees

(multiple responses accepted, does not include “other”)

Survey of tactics and trends in channels

B2B Marketing trends that are here to stay

• Marketers must master multiple channels• Marketers must master multi-dimensional channels• B2B marketing is driven by content (web, social, webinar, email)• Learn new technologies • Integration of marketing/sales processes• Adopt integrated social media strategy• Adopt integrated nurture strategies that tie in sales to the process• Lead scoring is rapidly becoming a foundational technology…not a

nice to have• Sales and marketing alignment is a broken process that must be

fixed by technology and process

The Role of the corporate website in your marketing mix

• Center of your marketing universe• All channels lead to it• Social• PPC• Online ads• Email • SEO

• All prospective buyers end up on it at some point• We spend a ridiculous amount of time and money getting people to our site…and have no idea what to do with them when they get there!

Some of the biggest challenges you will face

• Developing multi-dimensional content• Mastering how, when and where to use this content• Understanding the role of content in lead

generation• Mastering how content drives nurture marketing• Mastering how to use content on the web• Interpreting and using the massive amounts of new

data• Aligning marketing and sales goals,

technology and process….

Advanced b2b web analytics “Who’s on my site” vs “How is my site performing” Analytics focused on leads and lead conversion Analytics integrated into the lead gen process Analytics that trigger events and alerts Information is captured and appended to CRM Information is used by sales in addition to marketing/webs

team

What is website visitor tracking The identification and tracking of individuals and companies

visiting your website Enabled by placement of a 1st party cookie on the visitor’s pc

and relation of their IP address to their email address Tracks the visit detail in the context of lead generation Information gathered includes pages, downloads, time on site,

location and much more.. Information gathered is integrated with CRM Information gathered is actionable and drives sales-related

processes

Google Analytics vs website visitor tracking

Google Analytics

Performance of website Geographic information Top pages Bounce rate Visit depth Return visitors Information used by web

team for site optimization

Website visitor tracking

Places 1st-party cookie Tracks a person or company Identifies companies based

on reverse IP append Information is used in lead

scoring/nurture marketing Information is embedded in

CRM Information drives sales lead

alerting via email

Important metrics to b2b sites

Visitor Loyalty - How often do visitors visit the site? Do your visitors visit once a month? 3 times a month? 10 times a month? Compare this metric over a period of time, for example compare this month to last month or this quarter to last quarter.

Visitor Recency - How long has it been since a visitor last visited? Again, compare this to two different time periods to see if there is a change or did things remain the same.

Depth of Visit - Measures the number of pages viewed by your visitors. Here you will be able to view how many pages visitors view on your site. Always compare metrics over a period of time and try to get an insight into whether visitors are viewing more pages or less.

Trends in b2b web analytics

Information is moving from analytical to actionable – companies want information gathered/presented in ways that can be used in sales funnel advancementIncorporating social metrics – monetizing social media efforts will depend on integrated web analytics and website visitor trackingIntegrated approach – Disconnected tools being replaced with integrated solutions that can automatically act on web activity

Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.

What are we capturing in b2b web visitor tracking?

1. Known visitors – previously identified by email click/form completion

2. Known companies – identified by reverse IP append3. Unknown visitors – raw SEO data

Email marketers who recognize and act on the changes that have taken place in the ways their customers choose to communicate with them and with each other will be in the best position to adapt their email programs and stay relevant.

Geo-location

SEO information

Page-level detail

IP-level detail

What are we capturing in b2b web visitor tracking?

Combination of traditional analytics plus unique visitor demographics and site behavior

How do we capture and display this information?

1. Email click through – assuming the email/WVT solution is the same

2. Form completion3. First-party cookie is placed on PC4. Related to IP Address and Email Address and CRM GUID (if

applicable)• Not 100%• People can clear cookies or

browse on a different machine

• Good content increases identified individuals

• Give people a compelling reason to self-identify

Data appending for known companies

1. Appends additional company detail to identified organizations

2. Can allow users to search and purchase contacts from data appending solutions – Jigsaw…etc.

3. Purchased users – can be enrolled into campaigns….you may get lucky!

Using website visitor information in

practical b2b ways

• Append data to your CRM• Alert sales when valuable activity occurs• Data uses to create accurate lead scoring

models• Data appended to account, lead contact records

in CRM• Data drives automated campaigns

(nurture/trigger)

How do we use the data in a practical way for b2b?

Sales reports – companies on the site

• Meaningful reports• Delivered via email• Filtered based on role/geo• Make information actionable –

click to open in CRM

How do we use the data in a practical way for b2b?

Contact/Account level alerts

• Controlled by lead scoring• Managed by lead assignment

rules (from CRM?)• Leads on a silver platter for

sales• Beware of overkill – throttle

the alerts accordingly

How do we use the data in a practical way for b2b?

Value Derived

Robust

ness

of

Solu

tion

iCRM

CRM

SFASales Force Automation• Contact Mgmt• Pipeline Mgmt

Sales Performance Mgmt• Incentive Comp• Sales Analytics

Customer Intelligence• Data

Augmentation• Data

Quality .

Web Analytics• Implicit Data• Behavior

Email Marketing• Implicit Data• Behavior

Marketing Automation• Implicit Data• Explicit Data• Marketing & Sales

Alignment• Multi-Channel

Integration

Contact Center

SA

LES

MA

RK

ETIN

GSER

VIC

E

Integrating with CRM – driving towards higher value

Source - Gleanster

Event Attendance

Landing Page Click Throughs

Landing Page Visits

Email Campaign History

Website Page Visits

0% 20% 40% 60% 80%

5%

4%

12%

22%

34%

25%

32%

33%

56%

28%

34%

43%

49%

56%

58%

63%

67%

73%

Top Performers Everyone Else

What marketing data do top performing companies integrate to CRM?

Source – Gleanster, Inc.

What does good CRM integration look like

• Separate from sales activity history• Graphical – show sales quickly if someone is active• Drill down into detail• Data should be in table fields • Allow for reporting and workflow

Brief Demo of CRM Integration

Web Visitor tracking in lead scoring

• Implicit behavior – strong determinant of product interest• Key metrics – visit frequency, visit duration, visit depth,

page views• Scores are typically combined with explicit data like email

CTR

Inside sales use of website trackingWebsite

monitoringResearch

anonymous visitors – append with contacts –

enroll in campaigns

Pop email alert when high-value activity occurs – assign task for

call

If no phone contact made – enroll in trigger

campaign

Receive on-going alerts when lead

returns to site/responds

Inside Sales Teams are leveraging new email marketing tools for b2b• Respond to leads with HTML

email templates• Enroll new suspects in intro

nurture campaigns• Enroll cold but not dead leads in

nurture campaigns• Increased touch-points with

larger number of suspects

Things to consider?

• Is anonymous activity worthwhile data?• Is WVT as a stand alone solution viable?• Will the recent issues in EU carry over to the US on privacy?• How can we best handle privacy issues?• Should we reference this information in prospect calls?

Generate Leads

Capture Leads

Route Leads

Track Sales Opportuniti

es

Revenue Analysis

• Email Marketing• Nurture Marketing• Social Media• Online/Offline

Marketing

• Landing Pages

• Web visitor tracking

• Lead Scoring • Lead Routing• Real time

alerts

• Feedback loop from CRM to FUSION CRM

• Dashboards• Linked to

CRM oppt.• Real-time

analytics• Campaign

spend analysis

What does SalesFUSION Offer?

Focused 100% on integrating Marketing and CRM Clients are raving fans of hands-on service Most aggressive pricing in market 30-day Live Trial Pre-integrated to more CRM systems than any other vendors

in our space

Thank you! Q&A Visit our online resource center PDF Materials & Video will be available White paper – Published on 9/15 Visit our online resource center More “Marketing Masters” series webinars coming through Q4

Integrated Marketing Automation for…