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Prateeksha PariharIndian Institute of Management Raipur

5/13/2014

2014

Study of Inbound Marketing of Anosales: Improving the digital presence of the company

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Study of Inbound Marketing of Anosales: Improving the digital presence of the company

A Summer Project proposal

For

Fellow Programme in Management

By

Prateeksha Parihar

Under the guidance of

Prof. Vinita Sahay

Professor in Marketing ManagementIIM Raipur

Indian Institute of Management

Raipur

4th June, 2014

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Study of Inbound Marketing of Anosales: Improving the digital presence of the company

By

Prateeksha Parihar

Under the guidance of

Prof. Vinita Sahay

Professor of Marketing ManagementIIM Raipur

Indian Institute of Management

Raipur

June, 2014

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CERTIFICATE OF APPROVAL

The following Summer Internship Report titled “Study of Inbound Marketing of Anosales: Improving the digital presence of the company” is hereby approved as a certified study in management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of Fellowship Programme in Management for which it has been submitted. It is understood that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion expressed or conclusion drawn therein but approve the Summer Internship Report only for the purpose it is submitted.Summer Internship Report Examination Committee for evaluation of Summer Internship Report.

Name Signature

1. Faculty Examiner ___________________ ___________________

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CERTIFICATE FROM SUMMER INTERNSHIP GUIDES

This is to certify that Miss. Prateeksha Parihar, a student of the Fellowship

Programme in Management, has worked under our guidance and supervision. This

Summer Internship Report has the requisite standard and to the best of our knowledge no

part of it has been reproduced from any other summer Internship, monograph, report or

book.

Academic Advisors

Prof. Vinita SahayProfessor of Marketing Management

IIM Raipur

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ABSTRACT

Today when B2B marketing is rapidly changing as B2B Industry transform how

companies do business every year, companies need to be abreast of all the new marketing

and sales techniques to keep itself growing.

Many studies and research papers have been written on how to enhance inbound

marketing technique for B2B. But the B2B industry face many challenges due to

continuous changes in the digital marketing techniques.

Study focuses on improving the digital presence of Anosales to improve its digital

presence. The report mainly provides recommendation on how can the Digital Marketing

challenges be handled by improving inbound marketing and provide better results than

the existing one at Anosales.

This study involves an application of framework based on On and Off-page SEO to drive

the organic traffic to the Webpage i.e. displaying website links on the top positions on a

search page, whenever a business user made a search with keywords relevant with the

business or to display the business links on his search page based on his requirement.

The exploratory research methodology used consisted of following phases:

i. A primary data analysis by interview of CEO to find the challenges at Anosales.

ii. A survey conducted to get in depth understanding of the knowledge about

Inbound Marketing perception of B2B users and recommend changes on the basis

of analysis of Survey.

The methods used for this purpose was interview and internet questionnaire through

which responses were collected. These responses were analyzed with the help of

Descriptive analysis of Primary data and Secondary data. This was followed by

implementing the suggestions made for the problem and administering the results

obtained.

A new website, with all the digital Marketing possible changes applied has been under

development as a result of the recommendations put forward. Personalized email

marketing is also introduced into the campaigns after the recommendations. Content of

the website like Video, Images and Infographic was also introduced.

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ACKNOWLEDGEMENT

This project would be incomplete without the help and support of a number of

individuals. I would like to take an opportunity to thank each and every one of them.

Firstly I would like to thank my Alma Mater Indian Institute of Management Raipur for

giving me the chance of pursuing my Summer Internship at Anosales.

I would like to express my deepest thanks regards to the faculty at IIM Raipur for their

constant guidance, monitoring and encouragement till now. Their blessings and help will

guide me in my journey which has just begun. A special mention must be made of my

faculty guide Prof. Vinita Sahay who was kind to have always encouraged and motivated

me to do better. I want to express my gratitude for Prof. Anagha Shukre for being very

supportive and encouraging which has helped me to come out with my best.

I am highly indebted to Anosales for giving me an opportunity to pursue my internship in

their esteemed organization. I also take this opportunity to express a deep sense of

gratefulness to Mr. Girish Misal at Anosales, for their cordial support, invaluable

guidance and constant help in completing this task through various stages and without

which this interim report would not have been possible. Also I would like to thank all the

other employees of Anosales who were always willing to help and made me feel very

comfortable in the organization.

Lastly, I would like to thank my parents, the almighty, my brothers and my friends for

their constant support and encouragement without which this project would not be

possible.

Prateeksha Parihar13FPM003

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ContentsABSTRACT........................................................................................................................6

ACKNOWLEDGEMENT...................................................................................................7

LIST OF FIGURES...........................................................................................................11

LIST OF APPENDICES....................................................................................................12

ABBREVIATIONS...........................................................................................................13

I INTRODUCTION...........................................................................................................14

1.1 About the Company.................................................................................................14

1.1.1 History..................................................................................................................14

1.1.2 Overview...............................................................................................................14

1.2 Demand generation..................................................................................................14

1.2.1 Process of Demand generation Services:..............................................................15

1.2.1.1 Inquiry or Awareness stage: Creating Awareness by different Marketing techniques......................................................................................................................16

1.2.1.2 Lead Nurturing...................................................................................................17

1.2.1.3 Deal Closing......................................................................................................18

1.3 Research Problem Genesis and Background...........................................................18

1.4 Rationale behind the study.......................................................................................20

Benefits of the study......................................................................................................20

1.5 Scope of the study....................................................................................................21

1.6 Problem Formulation...............................................................................................21

1.6.1 Online Platforms at Anosales and the issues with them.......................................21

1.6.2 Challenges.............................................................................................................23

1.6.3 Change in Digital Marketing at Anosales.............................................................24

1.7 Literature Survey.....................................................................................................24

II RESEARCH PROBLEM...............................................................................................28

III RESEARCH DESIGN..................................................................................................29

3.1 Research Methodology:...........................................................................................29

3.2 Research Types: Primary Research and Secondary Research.................................30

3.2.1 Primary Research:.................................................................................................30

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3.2.2 Secondary Research:.............................................................................................31

3.3 Questionnaire Design...............................................................................................32

3.3.1 Validity and scale of measurement:......................................................................33

3.3.1.1Primary Data Validation.................................................................................33

3.3.1.2Secondary Data validation..............................................................................33

3.3 Sampling plan:....................................................................................................35

3.4.1 Target Population determination......................................................................36

3.3.2 Sampling Frame and Technique..................................................................36

IV DATA ANALYSIS......................................................................................................37

4.1 Data Analysis Techniques.......................................................................................37

4.1.1 Descriptive Analysis....................................................................................37

4.1.2 Correlation Analysis....................................................................................37

4.1.3 Google Analytics tool..................................................................................37

4.1.4 Google and Word stream Keyword finder Tool..........................................37

4.1.5 Reliability Measures....................................................................................37

4.2 Data Analysis Methodology................................................................................37

4.2.1 Data Validation............................................................................................37

4.2.2 Preliminary Analysis...................................................................................38

4.2.3 Correlation analysis.....................................................................................38

4.2.4 Categorical data analysis......................................................................................38

4.2.5 Tool aided analysis...............................................................................................38

4.3 Issues & Challenges in the current Demand generation Industry:..........................39

4.3.1 Single Sales and Marketing team.........................................................................39

4.3.2 Lack of Information & Awareness.......................................................................39

4.3.3 Lack of Personalized Marketing...........................................................................39

4.4 Primary Data Analysis.............................................................................................39

4.4.1 Reliability Analysis..............................................................................................39

4.4.2 Correlation analysis..............................................................................................41

4.4.4 Experimentation after the survey result................................................................43

4.5 Secondary Analysis.................................................................................................43

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V RESULTS AND CONCLUSION:................................................................................48

5.1 Result of Email Campaign Analysis........................................................................48

5.1.1 Email Campaign 1................................................................................................48

5.1.2 Email Campaign 2................................................................................................48

5.2 Results of change in website....................................................................................49

VI RECOMMENDATIONS.............................................................................................51

6.1 With respect to the Market......................................................................................51

6.1.1 Creating Awareness and providing information through Website.......................51

6.1.2 Increasing the Digital presence.............................................................................51

6.1.3 Having more innovative ways of digital presence in the market..........................52

6.2 With respect to the Company..................................................................................52

6.2.1 Development of different and efficient Sale and marketing teams......................52

REFERENCES..................................................................................................................53

APPENDIX........................................................................................................................55

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LIST OF FIGURES

Figure No. DescriptionPage No.

Figure 1.1 Demand Generation Model 15Figure 1.2 Sales cycle 18Figure 1.3 Search results with Anosales keyword 19Figure 1.4 Social media presence of Anosales 23Figure 1.5 Most important change in last 2 years 25Figure 1.6 Most Significant digital trends 27Figure 3.1 Search results with Anosales keyword 31Figure 4.1 Item 6,7,8 from Questionnaire 40Figure 4.2 Item 16,17,18 from Questionnaire 40Figure 4.3 Results from Images and Videos 40Figure 4.4 Most frequently used keywords 41Figure 4.5 Most Important components of email 42Figure 4.6 Alexa Ranking 42Figure 4.7 Initial HTML for Anosales 43Figure 4.8 Web Analytics by Google Analytics 44Figure 4.9 WAI of Anosales 44Figure 4.10 Competitor Analysis of Anosales 45Figure 4.11 Word Stream Keyword Analysis 46Figure 5.1 Email campaign 1 47Figure 5.2 Email campaign 2 47Figure 5.3 Old website of Anosales 48Figure 5.4 New Website of Anosales 48

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LIST OF APPENDICES

Annexure No. Description

Page No.

1 Survey Questionnaire 522 Items of Questionnaire 553 Competitor analysis of Keyword 564 Correlation Analysis 56

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ABBREVIATIONS

FY Financial YearB2B Business to BusinessSERP Search Engine Result Page

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I INTRODUCTION

1.1 About the Company1.1.1 History

Anosales is a multidisciplinary demand generation, data management and technology

firm. Started in 2010, by Mr. Girish Misal it has been growing at a rate of 200% every

year. Today Anosales has grown into a Company employing 20-25 employees with their

office at Pune, India having clients from all over the world. Anosales has been helping its

clients to expand their customer base and increase revenue through their skill sets in their

areas of expertise with their services like building customized B2B prospect databases,

appointment setting and integrated lead generation programs, renewal and maintenance

sales, and database cleansing and appends.

1.1.2 Overview

The company believes in creating a world of endless opportunities for its clients. It

believes in guiding a client through its initial steps in the world of sales and marketing.

Company’s mission to simplify the efforts of their clients by providing state-of-art profit

generating services.

Company’s main aim is to help customers accelerate revenue by identifying, profiling

and contacting the right decision makers within their target accounts. Anosales services

include providing customized B2B prospect databases, appointment settings and lead

generation programs and database cleansing and appends.

1.2 Demand generation

B2B Demand generation is the main function of a marketing department of a company

that creates demand for your product or service and this generated demand in the form of

leads is provided to the sales team for closing deals with the leads generated. Although

this is much more than only lead generation, as it also includes creating awareness by

conversations through mails and activities like teleprospecting that occur prior to the lead

being passed to sales. The techniques involved in Demand Generation are the actual mix

of programs, typically characterized from low-touch when the customer inquire or made

aware of services techniques like search engine marketing, online content syndication,

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traditional direct marketing, etc. are used, for medium touch webinars, traditional trade

shows, etc. are used whereas on up to high-touch telemarketing, executive summits,

dimensional mailers, etc. are used.

Demand generation includes:

Qualifying and prioritizing prospects by emails.

Nurturing qualified leads that want to engage with sales by appointment settings and

account profiling.

Aligning marketing with sales in parallel to avoid the sales time wastage in initial

marketing activities.

Measuring and optimizing the results over time by business intelligence.

Demand generation is more technical, focusing on lead nurture and measuring Return on

Investment (ROI) for analysis.

1.2.1 Process of Demand generation Services:

There are several types of Demand Generation methods which depends on the company

but the process followed everywhere is same.

Figure 1.1 Demand Generation model

Demand generation

Inquiry/Awareness

Inbound Marketing Outbound Marketing

Lead nurturing

MQL/SQL

Closing Sale

Customer

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1.2.1.1 Inquiry or Awareness stage: Creating Awareness by different

Marketing techniques

The two broad categories of marketing for Demand generation include Outbound and

Inbound Marketing:

1. Outbound Marketing

Outbound marketing is the type of marketing that aims at broadcasting the message to a

large audience. It is based on the assumption that with higher reach and frequency, the

message would reach its intended audience and would allow the company to reach its

targeted audience. These are traditionally followed techniques which though popularly

followed have become obsolete and inefficient due to the growing need of customization

among the consumers. Outbound marketing has today become ineffective in generating

qualified leads because of improper targeting. Some of the examples of outbound

marketing are Television Ads, radio Ads, banner Ads, Direct Email etc.

2. Inbound Marketing

Common demand generation techniques that use different marketing techniques mostly

use inbound include blogs, social media, videos, webinars, newsletters, and whitepaper --

content-driven resources like weekly emails campaigns that establish your company as a

thought leader, influencer, and information hub in the B2B industry.

Inbound Marketing is one of the recently evolved marketing methods which is

successfully implemented by many businesses to direct relevant content to their target

audience. Since 2006, Inbound Marketing has been one of the most effective means of

conducting business online. Unlike the traditional methods adopted in Outbound

Marketing, Inbound Marketing aims at marketing products or services to people by

carefully targeting audience that is interested in their products. It is regarded as one of the

best ways of converting strangers into customers and promoters of a business. Inbound

marketing focuses on creating quality content for their customers, aligns this content with

the interest of the customers and pulls people towards a company and its products.

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Inbound Marketing has changed the way in which customers are approached by their

marketers from interruptive to relevant.

In order to carry out inbound marketing, a company needs to first set up an informative

website that attracts visitors naturally by means of search engines, blogs, social media,

product catalogs, etc.

The different ways by which a company practices inbound marketing include:

1 Content: Any inbound campaign is based on the content it generates. Content acts

as the tool or information which attracts the potential customers to the business or to

the website.

2 Social Media Marketing: Social media acts as an amplification tool for the content

created by the businesses. When the content generated is discussed and distributed

across networks of personal relationships, it becomes more authentic and nuanced,

and is more likely to draw qualified customers.

3 Search Engine Optimization: Search engine optimization means optimizing the

search for your content and thus tapping potential customers. It involves

incorporating the best practices of building inbound links and the business website

to maximize and prioritize the website ranking in search engines, where most of the

potential customers begin their buying process.

4 Email marketing: Email marketing is sending a commercial message to a target

group using email. It usually involves using email to send offers, advertisement,

product information, request business and can build loyalty, trust and brand

awareness.

Companies can use individual techniques but a right mix of all of them hand in hand

gives the best results. Through mix of Inbound Marketing as a toll for good digital

presence, through which not only a high quantity of leads, but also quality leads are

achieved for the business.

1.2.1.2 Lead Nurturing

Lead nurturing is about maintaining an ongoing conversation which is more like

maintain relationship with your potential customers. The conversation takes place via

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the marketing techniques used like giving samples, loyalty points, credit points, as well

as the way in which your company communicates with prospects. Nurtured prospects

buy more, require less discounts, and have shorter sales cycles than prospects who

were not nurtured. The result of nurturing is the Marketing Qualified Lead (MQL).

Sales Qualification includes Demos, Conference Calls, F2F Meetings, Follow-ups

where the prospects now become Sale Qualified leads. Once the MQL are sent to sales

funnel they come under sales qualified lead where further teleprospecting takes place.

And once customer is sales Qualified the deal can be closed by the sales team.

Figure 1.2: Sales Cycle

1.2.1.3 Deal Closing

At this stage the sales deal is closed and the lead becomes a customer. A customer has to be retained for recurring business for which continuous follow ups and feedbacks are taken.

1.3 Research Problem Genesis and BackgroundWhen a search for Anosales id done on google the following picture depicts the situation.

Inform

Educate

EngageConvert

Maintain relation

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Source: Google.com

Figure 1.3 :Search result with Anosales keyword

The problem starts from here, google which handles 65% search queries(Comscore,May

2011) when Anosales is searched with its name instead of the website the name of the

developer of the website appears in the search. Also when the services are searched

except for White Paper syndication service no other keyword makes Anosales appear on

the website link within top 10 pages. With this situation it is important for Anosales to

push up the ranking of their Web site within their target market on the Internet by using

keywords that are relevant and appropriate to the product or services that Anosales is

selling. With the increasing use of Google to search services, it should have a well-

optimized Website with SEO. This is essential for its businesses to get themselves above

the fold because if it doesn’t have an optimized Website, it could be missing out on well

qualified traffic and leads. This project thus involves optimizing the search for Anosales

services on Google with recommending and implementing strategies to optimize the

search of services for Anosales anticipating that this will drive the traffic to website and

thus convert online visits to offline sales.

As found out through the interviews held the B2B Demand generation at Anosales is

more focused on Tele calling and needs improved digital marketing to reduce the efforts

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of their sales team. A plethora of research papers have been written as to what factors

hinder the growth of B2B markets and a number of reports have given recommendations

as to how to overcome those problems. Also in spite of repeated efforts of encouraging

more focus on nurturing, the problems remain same. After finding out the factors we will

try to provide recommendations as to how to overcome those issues.

With the help of the research we will be able to find various constraints that might slow

down the growth of the Anosales. The research also helps us to find why digital

marketing is important for B2B. This will help the company in resolving the problems

which have kept their digital presence low.

We have done research on the different description and keywords used by the

competitors by doing competitor’s website analysis. Also through Google Keyword

finder was used a tool for the rightly searched keywords were analyzed and taken for

doing the search engine optimization of the new website. The new content and SEO for

the company is under development right now after which the Off page SEO has to be

taken care to receive better results.

1.4 Rationale behind the studyAnosales has a very low digital presence. In B2B firms good digital presence plays a

pivotal role and can be a source of competitive advantage for better results. A well

developed and strategized digital marketing can play a pivotal role in being the source of

improvement for their digital presence. The principle reason of undertaking the study is

to analyze the Inbound Marketing at Anosales and to use the Inbound Marketing

techniques to improve its digital presence.

Benefits of the study

For Company

The main objective of the changes recommended was to abreast the company with the

other competitors in terms of marketing. With this study we have tried to increase the

credibility of the company amongst the existing and potential customers by developing a

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new Company website. With good marketing tools in hand Anosales will definitely

improve its digital presence.

For Student

I have got an opportunity of hands on experience of the email campaigning, follow ups

on the campaign and its analysis. My knowledge of the B2B demand Generation markets

has greatly enhanced. I have applied Web Assesment model WAI which can be used for

any website for analysis, which has enhanced my knowledge for Content of website.

Overall I got a chance of being a part of the corporate world where I will be able to apply

my theoretical knowledge on practical issues.

1.5 Scope of the studyThe scope of the study will be limited to digital marketing. During the project we will

focus on the issues challenges to find why Anosales lack in digital presence. By

identifying the root cause of the problem we would be able to give suggestions and

recommendations as to how to overcome those problems.

Though there are many ways to overcome digital marketing challenges, the major one to

focus here is SEO provided by Google. It is also important to consider the role played by

Third Party online business directories like social Bookmarking for off page SEO. Thus

in order to achieve the desired results the study was restricted to SEO, content marketing,

Email marketing.

The analysis was restricted to India and mostly to Marketing Managers, Sales and

Marketing Manager, CEO, Interns and consultants of Marketing. The study was done in a

period of 1 month. As most of the managers were not available physically so the survey

was taken online from all over country.

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1.6 Problem Formulation

1.6.1 Online Platforms at Anosales and the issues with them

The following online marketing/advertising formats can be extensively used by Anosales

to reach its customers:

1. Website

Anosales has a fully functional and operational website in place which it uses to

provide information of various services to its customers. It displays the key

information regarding the company, its products and services and blog. But the

website of Anosales is designed in a manner that is dark in colors which is as

observed by Competitor analysis, not a good practice in B2B sales and marketing

industry.

2. Search Engine Marketing

One of the main objectives of Anosales is to draw traffic to the company website.

Hence, the company has to extensively follow Search Engine Marketing to optimize

the search results on Google. It has to constantly aim to update its content and web

pages according to the algorithm of the search engine. Some of the various techniques

that can be used by Anosales to optimize its search results include keyword

optimization, individual web pages for services, updating pictures of the services and

updated addresses on Google Places, One of the main challenges faced by Anosales

includes the presence of very common words i.e. Demand Generation in its

description which makes it difficult to optimize search results. Anosales makes use of

only organic (non-paid) techniques to list higher in the search results.

3. Social Media Marketing

Anosales has a strong social media presence on Facebook and LinkedIn. The

Facebook Fan Page of Anosales has only 54 likes.The main objective of the company

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from using social media is to cause customer engagement on the platform, product

and service promotion, promoting offers and deals, digital campaigning and customer

feedback/customer relationship management. Anosales should now exploring the

potential of newly emerged social media platforms like Pinterest and Instagram to

leverage the benefits that these photo-based media can serve for the brand. The social

media pages of Anosales are handled by an external agency called C delight

technology.

Source: www.facebook.com/Anosales

Figure 1.4: Social Media presence of Anosales

1.6.2 Challenges

The major challenges faced by Anosales in the digital front are:

1. Social Media Platforms: LinkedIn is the best social media platforms. With the

growing limitations on the Facebook model for B2B, it is important for the

company to explore the benefits it can derive from LinkedIn by content addition.

Anosales needs to make a mark on this media.

2. Google Search Algorithm: The Google Search Engine algorithm is keyword,

content based and location based search. Google now also returns location based

search results to its consumers which makes it important for Anosales to update

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its addresses on various social media platforms, tag images of various services,

make services based individual web pages, etc to optimize its search results. A

good landing page on website is one of the most important tool for converting a

visitor into lead.

3. Website: A website offers a platform to generate revenue and should satisfy a

firm’s goal and objectives(Chiou et al., 2010). In Anosales the assessment of

website as for marketing its services online is poor.

1.6.3 Change in Digital Marketing at Anosales

Anosales is a B2B marketing and sales demand generation company. It has over 30

customers with a recurring customer rate of 97% which is a very important factor in B2B

industry. It therefore becomes very important for Anosales to track the perception of its

present customers towards the company, get customer feedbacks on their services,

organize customer centric campaigns and continuously implement changes in their

strategy.

Platforms: A detailed discussion was carried out with the marketing team at Anosales to

understand and analyze the Digital Strategy of Anosales. The following section discusses

about the main objectives of Anosales from the various online platforms and how can the

company uses these platforms to its advantage.

SEO: SEO is very dynamic and Google keeps changing its rules for the same. We hope

that the continuous change is able to attract more clients thus bringing in more revenue

which will affect the company’s bottom-line in a positive way.

The main objectives of Anosales in making extensive use of online marketing include:

Create Visibility for the company

Customer Engagement on Website

Promoting Services

Sharing Latest Product Information/Customer Awareness

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1.7 Literature Survey

There have been many studies, research papers and reports that have been written on the

SEO marketing, content marketing and in them they have analyzed the factors as to how

to improve the digital presence. In this section we will look at some of the past studies

that have been done.

The study which stood out was the “Challenges and solutions for marketing in a digital

era” by Leeflang et. al 2013. According to the paper “The increasing prevalence of

digital media and tools in marketing has most affected companies in the past two years

shown in Figure below. Most companies generate less than 5% of their sales online,

digital marketing is a disruptive force having a profound impact in transforming business

models. Integrating digital tools and technologies into existing business models and

adopting current business models to new and/or disruptive technologies are the most

important strategies to address the challenges of the prevalence of digital tools and

technologies threatening existing business models”.

Source: Smart Insight

Figure 1.5:Most important change in last two years

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Also coming Search engine optimization (SEO) is a set of techniques aimed at having a

site appear toward the top of the search engine results page (SERP) for a certain query

(Malaga, 2007). Practitioner literature reveals that the display order of search engine

results could help shape brand perceptions (e.g., Drèze and Zufryden 2004; Hansell

2005). Despite the increasing importance and rising popularity of search engines,

attention pertaining to search engine effectiveness largely centers on the number of clicks

generated (Kitts and LeBlanc 2004). A website offers a platform to generate revenue and

should satisfy a firm’s goal and objectives(Chiou et al., 2010), so the first focus of a

company should be their website if it is strategically built.

The concept of optimizing a Web site so that it appears toward the top of the results when

somebody searches on a particular word or term has existed since the mid 1990’s. At that

time search engine optimization (SEO) largely consisted of keyword. That is adding the

search term numerous times to the Web site. A typical trick employed was repeating the

search term hundreds of times using white letters on a white background. Thus the search

engines would “see” the text, but a human user would not. But this practice now leads to

penalty.

Another work of influence was the book, Internet Marketing: A Practical Approach by

Alan Charlesworth . The author in chapter 5 of this book explains the importance of

online presence of B2B firms. This chapter also explains the process of Lead generation

and the problem which is present in the lead generation. Further,Chapter 6 gives the

information about Search Engine Optimization (SEO), why SEO is important and

explains On and Off SEO. In this chapter author explains how the SEO marketing can be

helpful to B2B digital presence.

A report published by Smart Insight titled Digital marketing and Ecommerce trends and

predictions for 2014 (Ashley Friedlein, 2013) also shows the following digital marketing

techniques in accordance with their significance. Here Content marketing has topped the

list.

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Source: Smart insight user survey

Figure 1.6:Most significant digital trends

From the literature survey we have seen that some of the major factors responsible for the

low digital presence is the lack of Inbound Markeitng especially SEO, perception of the

customers about Demand generation, adaptability to content change.

Also on the basis of literature review we can narrow-down the factors responsible for

digital presence are lack of marketing techniques, adaptability of the firm to new

marketing techniques.

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II RESEARCH PROBLEM

Anosales wants to focus on the aspect of digital marketing. Mainly the SEO to improve

the display order of search results, and examine whether web business users, especially

those that are relatively unknown, can differentiate their brand offerings by optimizing

their web sites’ display order in search engine results pages (SERPs).

Based on the above findings the research problem can be defined as “To analyze the

inbound marketing of Anosales and improve its digital presence”.With the study we

identify and analyze in detail the factors responsible for low digital presence of Anosales.

And improve it by applying Inbound Marketing techniques so that proper steps can be

recommended to overcome the problems.Continuing on the same lines, another part of

the research problem is to design the right combination of digital marketing techniques,

which consists of SEO marketing, Content marketing, Email Marketing and other digital

marketing techniques.

The objectives of the Study are:

1) To enhance the digital presence of Anosales.

2) To observe and experiment the lead generation process.

3) To streamline the Marketing and sales operation at Anosales.

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III RESEARCH DESIGN

3.1 Research Methodology:

The research undertaken in this project will be of exploratory and descriptive type since

its main purpose is to find out the current state of affairs and to determine how it can be

improved. The methodology can be divided into three parts:

First part, was the collection of the secondary data by Competitor analysis, using tools

like Google analytics, word stream, Alexa (Hernandez, 2009).

Second part was a Questionnaire designed for survey using the experience gained from

first stage analysis and knowledge developed about various digital marketing techniques.

The primary data is collected through an online survey. At some time semi structured

interview method was also used to gain insight into the issue and manual analysis of the

interview was done.

Third part we have used the Experiment. By doing demand generation through Email

Campaigning right from the industry analysis which is targeted to the design of the

template was handled. Later the analysis was also done for the campaign.

Before defining a research methodology type, it is important to describe the important

methods by which services locations can be optimized. Since a major part of this project

deals with On and Off-page SEO, so following important methods were identified to

obtain optimization:

Visual content like infographics and video

Compelling Content

From these facts it can be concluded that users of Demand generation services are mostly

searching for the services either directly or through the search in the Googl search. Since

search forms the major part of traffic, the problem that comes for Anosales is to find a

way to direct the traffic of users searching for services to Anosales’s website and then

converting these online visits to qualified leads. Thus at this stage there Anosales was

facing following challenges:

30

How to drive Business user to Anosales services based on his/her search?

How to rank website high for searches done in Google through keywords?

How to improve Anosales’s digital presence?

For this purpose it was important to determine the important attributes that are searched

in a services. So following mediums were thought for the above mentioned methods

Parameter Method Tools UsedVisual content Images, videos QuestionnaireCompelling Content Keyword analysis Google Analytics tool

3.2 Research Types: Primary Research and Secondary ResearchPrimary research was divided into following parts:

3.2.1 Primary Research:

Using this technique, structured questionnaire was used to understand the attitudes of the

Marketing heads. In the questionnaire fixed-response alternative questions are used.

Following modes were used to collect the survey:

3.2.1.1 Electronic survey:

Email Surveys was used. Email surveys were used with the help of shared Google

Documents in which questionnaire was sent to the email Ids of 10 Employees of

Anosales.

3.2.1.2 Expert Survey:

One Senior Consultant of Marketing from Nvidia was approached with Questionnaire as

well as interview for finding the best practices of Inbound Marketing and to enhance the

digital presence for Anosales.

3.2.1.3 Interview:

Two interview were taken to find out the issues in B2B and discussing the solutions to

them by the senior members of the organization. And Manual Analysis was done to come

to a conclusion about the issues and solutions to them.

31

3.2.2 Secondary Research:

Following tools were used to collect secondary data:

3.2.2.1 Alexa Internet - Alexa Internet, Inc. 

Alexa.com is a subsidiary company of Amazon.com which provides information about

web traffic data. The health of the web site and traffic can be seen on the analysis given

by Alexa.

Figure 3.1: Search result with Anosales keyword

3.2.2.2 Google Keywords Tool

It is a keyword analytics tool from Google which is used for determining search volumes

of keywords (words that are searched using Google).

32

Link:http://googlesearchpositionfinder.com/index.php?

t=account+profiling&d=www.anosales.net&btnGoogle=Find+Google+Search+Position&engine=Google

3.2.2.3 SimilarWeb.com

It is a research tool used to understand competitive environment.

SourceLink: http://www.similarweb.com/website/anosales.net

3.3 Questionnaire Design

Based on the factors a 26 item Questinnaire was designed out of which 3 were

demographic details keeping in mind the following important parameters relevant with

digital presence of Demand Generation business:

Demographic information to analyze the target audience

Attitude information related to the usage pattern of searched results

33

Important feature of website which affect search for services.

Also while designing the questionnaire; following aspects were kept in mind:

Close ended questions were asked which were of the type dichotomous, multiple-

choice and scales. Participants were given options and thus forced response

technique was used.

The opening question was kept as a screening question for the Marketing heads

who believe use internet to find Demand Generation services for them instead of

direct marketing to them.

Funnel Technique of asking questions was used wherein general questions related

to online search were asked earlier and then the question were narrowed down to

specific questions.

3.3.1 Validity and scale of measurement:

3.3.1.1 Primary Data Validation

The variables were measured with a five-point Likert scale (1 = very Important,

2=Important, 3= Neutral, 4= Least Important, 5= Not Important).

In order to check if all the constructs of primary data were statistically free of problems in

terms of reliability of items and adheres to internal consistency of data, Cronbach's alpha

was used.

3.3.1.2 Secondary Data validation

In order to use the secondary data correctly, it was evaluated on the following criteria:

The Secondary data is collected from three sources Alexa web Information Company,

Google keyword analytics tool and SimilarWeb.com Since each company has its own

algorithm to determine this traffic, it is very difficult to comment on the accuracy of the

data. Still the data is analyzed keeping in mind the following characteristics:

34

The items of Questionnaire were taken from literature review and the table is present at

the Appendix Annexure no 2. Also the Keywords For the different services after

Competitor Analysis and secondary analysis are in Appendix Annexure 3.

Parameter of Data Alexa Ranking Similar Web Google Keywords ToolObjective Data collected for

analyzing web traffic commercially.

Similar tool like Alexa with an added advantage of providing competitive analysis on social media

This tool collects information about the frequency of keyword used by users while making a search on Google.

Nature/Content The data collected here is for providing analysis for different websites. The terms used for analyzing traffic is same as required for the research

The data collected here is for providing analysis for different websites. The terms used for analyzing traffic is same as required for the research

The data collected here is for providing analysis for different websites. The terms used for analyzing traffic is same as required for the research

Dependability Dependability is assessed on the basis of user base. As of 2013, Alexa provides traffic data, global rankings and other information on 30 million websitesi1, and its website is visited by over 8.8 million people monthly2

Data comes from proprietary panel of tens of millions of users who have installed our apps3

A Google product based on the data collected from billions of Google users

Currency The data is estimated for past three months

The data is estimated for past three months

The data applies to the latest/current month

Error And Accuracy

Ranks based on tracking information from users using Alexa toolbar available only on Internet Explorer, Firefox and Google Chrome web browsers.

The data combined, normalized, and extrapolated upon to represent the entire internet population is again based on the number of users using

“Trending” and “seasonal” effect can affect search volume queries. Also data available for current month. Since data is for a month it is difficult to extrapolate for a

1 "Alexa.com Site Info". Alexa Internet. Retrieved 22 May 2014.2 "About". Alexa.com. Retrieved 22 May 2014.3 “SimilarWeb.com (2013) Where does SimilarWeb get the data from?, Retrieved 22 May 2014

35

Thus data can be biased. toolbar and is questionable

month. Error

3.3 Sampling plan:

The Sampling Plan involves determination of the appropriate target population, sampling

frame, sampling technique and Sample size. All these are described as follows:

3.4.1 Target Population determination

For Demand Generation services, the target population is the Marketing Manager, sales

and marketing manager, CEO of start-Ups, Consultant and Interns and management

Trainee working B2B firm is taken as a standard.

3.3.2 Sampling Frame and Technique

The sampling frame was defined as business users and decision makers of B2B firms

who are Marketing Manager, Sales and Marketing Manager and Interns outside the

company. From outside the company Consultants, CEO of start Ups and Marketing

Managers were approached for taking the survey. Students interning or management

trainee from management schools were also taken. Among this frame, contacts were

selected using the judgmental sampling techniques.

3.3.2.1 Sample Size

The sample size for the primary data collection was restricted to 42, obtained through

company Records. For the secondary data analysis, the competitors were taken for the

research to identify website components and the keywords searched by the user is the set

of all the keywords entered by different users while searching on Google.

Thus the population here is the internet users and the element is the users searching for

Demand generation on Google.

For the survey conducted, sampling frame consisted of the employees of the company.

We did a total of 2 interviews. Manual analysis has been used on the responses received

from the interviews and have tried to find out the main factors which results in the low

digital presence.

36

In order to design the new marketing techniques we have done analysis of many other

competitors of the same industry.

For the second part I was the part of the observation of employees involved in Demand

generation. I also experimented the process myself by doing Email campaigns and Tele

marketing.

37

IV DATA ANALYSIS

4.1 Data Analysis Techniques

4.1.1 Descriptive Analysis

Descriptive analysis was used in the questionnaire. Bar chart and pie charts were used

to interpret data at first level.

4.1.2 Correlation Analysis

Karl Pearson product-moment correlation coefficient (r) is used to measure

correlation relation between variables.

4.1.3 Google Analytics tool

Google Analytics tool was used to determine the major traffic sources for the website.

4.1.4 Google and Word stream Keyword finder Tool

For finding the keyword for the website Google keyword finder and keyword finder

tool was used.

4.1.5 Reliability Measures

Since multiple Likert questions were contained in a survey/questionnaire that form a

scale, its internal consistency (reliability) was measured by using Cronbach's alpha.

Minimum acceptable level of 0.70 was taken as a standard as recommended by

Nunnally (1978).

4.1.6 Web Assessment Index: The website of Anosales was assessed by WAI by

Miranda and Banagil in 2004. The index is based on 4 factors Accessibility, speed,

navigability and Content of the website. The assessment table is present in the

Appendix. The average value for b2B firm should e above 45 according to this Index.

4.2 Data Analysis Methodology

The method of analyzing the data is described as follows:

4.2.1 Data Validation

Firstly, validation of data has to be done in order to be sure that data is free from any

coding error. This also includes reliability check for the scales of measurement used

38

in the questionnaire. An important part of the research is to make sure that the survey

was directed to the correct set of audiences or the target group.

4.2.2 Preliminary Analysis

In order to check the assumptions made for the research are true and to get some first

impressions of the data, tabular and graphical method was used. The figures in tables

are represented mostly in percentage forms to have a clear understanding of the

important variables. For the graphical representation, both the bar charts and pie-chart

method were used. From the bar charts, demographic interpretation was done.

4.2.3 Correlation analysis

The correlation analysis was carried out to see any violations of the independence

assumption. In this research, a correlation analysis was performed to see that how

users rate the importance inbound marketing and they search till what page wiith

what kind of keywords.

4.2.4 Categorical data analysis

Categorical data analysis was carried out to see whether the data that was correlated

has categorization. In this research, the results that were obtained were checked for

this assumption to see whether gender is having any preference for inbound

marketing. However results interpreted showed that the variables were independent of

such categorization.

4.2.5 Tool aided analysis

Following tool based analysis was performed:

Google keyword tool: Google keyword tool was used to analyze the traffic sources for

the important keywords targeted by Anosales while promoting its business online. This

can be later utilized to see the traffic driven by these keywords for the third party listing

business directories.

Mail Chimp Analysis: This was used to see the impact of the suggestions made. This

tool is used to analyze the number of opening of Emails by using different subject lines.

39

4.3 Issues & Challenges in the current Demand generation Industry:

4.3.1 Single Sales and Marketing team

The lack of different marketing sales and marketing team is a problem as the work of

sales and marketing is different and require different skills. Sales team which also

does marketing by generating demand rather than involved in closing the deals, leads

to wastage of resources and thus decrease the efficiency of the sales team.

Thus there should be a clear difference between the sales and marketing teams in any

B2B organization as the two have different roles to play in the sales cycle which will

help Anosales to enhance their Inbound Marketing in an efficient way.

4.3.2 Lack of Information & Awareness

One of the most important reasons which are pegging back the digital presence is the

lack of Awareness in B2B firms about the various type of Inbound Marketing

advantages due to their main focus on sales. Sometimes even the Demand Generation

is seen as cold sales call and perceived not as a service but forced selling of products.

Many employees find tele-calling as the best method for demand generation. Due to

lack of information about these services or wrong perception of these services B2B

firms are not ready to go ahead with Inbound Marketing.

4.3.3 Lack of Personalized Marketing

The lack of personalization in the Marketing techniques giving the prospect a sense of

commonly sent mails reduces the number of responses by prospects. The 3 Email

campaigns with different subject line shows the difference in the opening rate of the

mail.

4.4 Primary Data Analysis

4.4.1 Reliability Analysis

For the below three items from Questionnaire it can be seen that cronbach alpha is

0.597(moderately acceptable).Measuring importance of inbound marketing.

40

How much do you agree for the following

1)I believe that tele-calling is not the best method of demand generation.

2)I believe Lead nurturing is important for B2B demand Generation

3)I believe perceived value of demand generation in market is like direct selling

Figure 4.1 Item 6,7, 8 from Questionnaire

Cronbach alpha of a scale should be higher than 0.5 and ideally higher than 0.7

(Rivard and Huff, 1988)

For the below three items from Questionnaire it can be seen that cronbach alpha is

0.608(moderately acceptable).

Figure 4.2: Items 16,17,18 from Questionnaire

From the Analysis of the above item from Questionnaire it was found that Images and

Videos are the most preferred and effective medium for information dissemination.

Informa-tive

about advan-

tages of the ser-

vices69%

Infor-mative about ser-

vices26%

Informatives about company culture

5%

Image

2%

Company7%

Culture of the company2%

Services24%

Value of Ser-vices for client

12%

Value of Services for clientÂ

52%

Video

Figure 4.3: Results for Images and video

41

From the abalysis it can clearly seen that 69% respondent strongly prefer images and

52% prefer videos.

4.4.2 Correlation analysis

A correlation was found out between the inbound Marketing as strategy for demand

generation and using website as a tool for it.To find out the correlation, Pearson’s

Correlation coefficient was used as shown below:

Thus it can be concluded that there exists a direct correlation between the people who

like to search for the services themselves using internet and their chance of getting

influenced through a good website.

To determine the various Keywords used by people for finding Demand Generation

services, a multiple choice question was asked to the respondents. Following figure

shows the results for the same:

Figure 4.4:Most frequently used Keywords

So mostly people search for Keyword like Demand generation and Lead generation

looking for the Demand generation services on their own by going through the company

websites.

42

4.4.4 Experimentation after the survey result

It was also found through survey that Personalization and subject line are the most

important factor for the opening or reading of the mail.

Figure 4.5:Most important Components of Email

This was also proved by experimenting through the tool called Mail Chimp where

different subject line were used and the opening rate of the mail changed by 30% . With

initial opening rate as 17.2 to 22.4 in the second Email campaign.

4.5 Secondary Analysis

1) Through Secondary data Analysis it was observed that the ranking of Anosales is 4768407 by Alexa ranking. (Alexa ranking used by Hernandez, Jimenez & Martin, 2009).

Source: Alexa.com accessed 22 April

Figure 4.6: Alexa Ranking

43

2) Through Manual analysis of the website it was found that there were no keywords and

description in the HTML of the page source.As the most effective way of digital

marketing is to stay at the top lists of serach engine (Yalcim and Kose, 2010) depending

on which row on the result page is satisfactory(Iylier, 2009).

Figure 4.7: Initial HTML of Anosales

3) The average no. of visitors is 2.5 per month as observed from data of 1 year and the

month from 22 April to 22 may. Through Google Analytics it was found that the

company getting the web traffic was from website directly. The number of users visiting

the website is very less when observed for a period of a month from april to May.The

figure below shows that only there were only 2 visitors for the period of 30 days from

April 22nd to May 22nd 2014.

44

Figure 4.8: Web Analytics by Google Analytics

Link:http://www.google.co.in/analytics/

4) The WAI calculated is 38.9 for Anosales (WAI proposed by Miranda & Banegil,

2004) which is less than service industry WAI i.e. 46.5(Miranda & Banagil, 2004)

Factors Accessibilty Speed Navigability Content Quality

Components

Search

engine

position Popularity Speed Sitemap

Help

page Menu

Internal

Search Images

Textual

content

Color of

website

DailyWebsite

updates

Value No No Yes No No Yes No Yes Yes No No

Score out of

100 0 89 25 50

Weigtage 0 10 20 50

Total score 0 8.9 5 25

Figure 4.9 WAI of Anosales

45

5) Competitor Analysis shows that Anosales lack in techniques like SEO, Content

marketing and Email marketing.Also as they are not doing regular Email marketing it is

not possible for Anosales to do a good lead nurturing. A regular Email campaign is

required for lead nurtutring.

Company Name/Techniques Email Marketing

Keywords Meta tags Content Infographic Video Blog LinkedIn Twitter Facebook Google+Salesify Yes Yes Yes No No Yes No Yes Yes Yes Yesmarketxpander Yes Yes Yes No No No Yes Yes Yes Yes YesSaleszoomer Yes Yes Yes No No Yes Yes Yes Yes Yes YesXdbscorp Yes Yes Yes No No No Yes Yes Yes Yes Nodgs.co Yes Yes Yes No No No Yes Yes No Yes YesC resolve Yes Yes Yes No No No No Yes Yes Yes YesDemandGen Yes Yes Yes Yes Yes No Yes Yes yes Yes YesSalesGenius Yes Yes Yes No Yes Yes Yes Yes Yes Yes YesMarketo Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes YesAnosales No No Yes No No Yes No Yes No Yes Yes

Social media MarketingContent MarketingSEO

Figure 4.10: Competitor Analysis

6) Keyword Analysis done by Google Keyword finder and word stream also shows the

most.Through this tool yearly data was also observed where out of 939 sessions of the

company website 16 were from organic search, 8 directly to the website and 6 throug

referral.

Link: https://adwords.google.com/ko/KeywordPlanner/Home?__u=6716488992&__c=9605958672

46

Source: http://www.wordstream.com/keyword-niche-finder

Figure 4.11 Word stream Keyword analysis

47

V RESULTS AND CONCLUSION:

5.1 Result of Email Campaign Analysis

5.1.1 Email Campaign 1

Figure5.1: Email Campaign 1

5.1.2 Email Campaign 2

Figure5.2: Email Campaign

5.2 Results of change in website

A website with better WAI is being developed for Anosales than the initial website which has a low WAI of 38.9 compared to industry average of 45.6.

48

Figure 5.3: Old website of Anosales Figure

5.4: Old website of Anosales

49

VI RECOMMENDATIONS

6.1 With respect to the Market

6.1.1 Creating Awareness and providing information through Website

One of the first and foremost requirements today is to create information regarding the

Demand generation services and how they are beneficial for the B2B industry. The

biggest bottleneck in developing a deep and a competent B2B market has been the lack of

information and awareness regarding these services among B2B firms. This has been the

prime reason as to why firms are not involved in investing in Demand Generation

services.

What is required to have is the right dissemination of the content through the right ways

to the right B2B market. This can be achieved when the information is seen as important

by the prospect and when the prospect is aware then nurturing can be done. Also the

information should be such that anyone wanting to find anything related to the services

should be able to access on the website by right and easy content like videos, Info-graphs,

case study or white paper etc.

Having all information in one place on the website with good content will help the pull

the customers. It will also help in knowing a fair value of the current services served by

the B2B firm.

Having a demo or sample for all the information and creating awareness regarding the

services can go a long way in solving a lot of the issues. What it will surely do is to take

care of the first hurdle and make people a lot more interested in the B2B demand

generation services. Lack of awareness is one of the major reasons B2B demand

generation markets having digital presence.

6.1.2 Increasing the Digital presence

The biggest problem is that B2B firms are more focused on quick sales than using

marketing as a tool for long term relationship with the customers. So the foremost thing is

50

to create digital presence by techniques like SEO, content marketing, Email marketing

and other inbound marketing techniques.

6.1.3 Having more innovative ways of digital presence in the market

One of the other major reasons for low digital presence is the disinterest of the marketing

heads and other decision makers. With new innovative ways like free white paper

syndication, Infographic syndication can evoke interest in the potential customers in the

B2B market and can improve Marketing and thus the digital presence of company.

6.2 With respect to the Company

6.2.1 Development of different and efficient Sale and marketing teams

One of the major recommendations after observing the lead generation process a

suggestion to develop different robust and an efficient sales and marketing team in

organization. The different teams with different skills can take care of their task they are

best in.

51

REFERENCES

Chou, Nanacy and Ramdas, Shreesha (2012), Demand Generation Professional

Handbook

Available: http://calliduscloud.com/wp-content/uploads/2012/12/demand-gen-

handbook.pdf [29 April 2014]

Malaga, Ross (2008), ‘Worst practices in Search Engine Optimization’, EBSCO,

DOI: 10.1145/1409360.140938

Lee Y & Kozar K.(2011) Understanding of website usability: Specifying and

measuring constructs and their relationships

Lawrence, S. and C.L. Giles (1999),“Accessibility of Information on the Web,”

Nature, 400, 107–9.

Winer, Russell S. (accepted for publication),“New Communication Approaches

in Marketing: Issues and Research Directions," Journal of Interactive

Marketing

Rangaswamy A, Giles Lee & Sereja Silvisa(2009), A strategic Perspective on

Search Engines, Journal of Interactive Marketing

Bucea-Manea-Tonis, Rocsana (2012), ‘Search Engine Optimization in the current

socio-economic challenges’, EBSCO, ISSN: 2247-6172

Hubspot, ‘Learning SEO from Experts: How to Master Every Aspect of Search

Engine Optimization for Business Success’

McAfee, A. & Brynjolfsson, E. (2012). Race against the machine: How the digital

revolution is accelerating innovation, driving productivity, and irreversibly

transforming employment and the economy, MIT center for Digital Business

Google Guide , ‘Search Engine Optimization Starter Guide’, [online]

Available:http://static.googleusercontent.com/media/www.google.co.jp/ja/jp/intl/

en/webmasters/docs/search-engine-optimization-starter-guide.pdf

Article(2013), The 8 Pillars of Demand Generation for Modern B2B Marketers: A

Holistic Approach to Managing Demand-generation Operations[online]

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Avialable : http://adage.com/article/btob/8-pillars-demand-generation-

modern-b2b-marketers-a-holistic-approach-managing-demand-

generation-operations/290738/

53

APPENDIX

Annexure.1: Questionnaire

54

55

Annexure 2: Items for Questionnaire

Item PaperContent, design Huizingh(2000)Information Quality Wu (2007)Website effectiveness Chakraborty et.al. (2004)SEO Yalcin & Kose (2010)Tele marketing Lichtentha & Eliaz(2001)

Lead GenerationSecondary tool Word stream and Google keyword finder

Content marketing ,Seo, Email marketing Report by Ashley Friedlein publishe by Smart insight

56

Annexure 3: Keyword from Competitor Analysis

Keywords Contact Discovery, Prospect Discovery Services, building business contact list database, B2B contact list building company, custom-built B2b contact lists ,right business contact,contact discovery services, cost effective,Solutions

lead generation, lead generator,best lead generation, qualified lead generation,business leads,best B2B contacts, B2B Sales Leads, lead generation services, For US client, for UK client

white paper Syndication company, B2B white paper distribution,free marketing white papers,, B2B white paper distribution,

Manage data warehousing solution, database management, database management system, database management program,data governance

B2B Appointments, Appointment setting, Appointment setting services, B2B Appointment setting, Appointment setting firm, Quality Appointments US, Appointments,

Annexure 4

Correlations

Que4 Do you think Inbound

Marketing is more 2 than

Outbound Marketing?

Que5 Do you think Company Website

act as a marketing tool for B2B

Demand generation company?

Que4 Do you think Inbound Marketing

is more 2 than Outbound Marketing?

Pearson

Correlation

1 .580**

Sig. (2-tailed) .000

Sum of Squares

and Cross-products

9.643 4.786

Covariance .235 .117

N 42 42

Que5 Do you think Company Website

act as a marketing tool for B2B

Demand generation company?

Pearson

Correlation

.580** 1

Sig. (2-tailed) .000

Sum of Squares

and Cross-products

4.786 7.071

Covariance .117 .172

N 42 42

57

**. Correlation is significant at the 0.01 level (2-tailed).

i