BOB CANAWAY @bobcanaway Vice President, Marketing, EktronADAM KEMPA @adamkempa Senior Software Engineer, Enlighten

#wakeupyourwebsite

#wakeupyourwebsite

WHAT YOU WILL LEARN:

• Website and Digital Marketing Trends

• How to Wake Up Your Website

• Increasing Context and Relevancy with Personas and Content Targeting

• 6 Ways to Capitalize on Mobile

• How Jimmy John’s has a Freaky Fast Mobile Experience

#wakeupyourwebsite

Trends

VISITOR

#wakeupyourwebsite

65+

55-64

45-54

35-44

25-34

18-24

18%

39%

55%

69%

81%

79%

SMARTPHONE OWNERSHIP BY AGE

80% of adults under the age of 34

have a smartphone

#wakeupyourwebsite

MOBILE DATA USAGE

201763% desktop

37%mobile

2 0 12

TIME SPENT ONLINE

#wakeupyourwebsite

#wakeupyourwebsite

#wakeupyourwebsite

67 percent of the buyer’s journey is digital

#wakeupyourwebsite

Your visitors are bombarded by 100’s of digital messages

each day

#wakeupyourwebsite

One every 5 minutes

Busi-ness

email; 101

Per-sonal email;

54

Texts; 30

Sites visited; 10Searches

conducted; 5Facebook posts;

1.2 Your visitors

have one digital

interaction EVERY 5 MINUTES

#wakeupyourwebsite

The only way to cut through the clutter

is TO CONNECT with visitors on a personal

level

#wakeupyourwebsite

DIGITAL MARKETING & WEBSITE TRENDS

#wakeupyourwebsite

Website integration

Develop an influencer relations or ambassador program

Provide direct customer support through social channels

Listen/learn from customers

Develop ongoing dialog and engagement with customers

Content Marketing

0% 10%20%30%40%50%60%

25%

26%

33%

40%

50%

57%

IN 2013, WHAT IS YOUR TOP EXTERNAL SOCIAL STRATEGY OBJECTIVE?

Content Marketing is the top go to market priority in 2013

#wakeupyourwebsite

WHAT PERCENTAGE OF MARKETING BUDGET IS ALLOCATED TO CONTENT MARKETING?

0 10 20 30 40 50 60 70 80 90 100

2.90%

13.30%

20.00%

15.20%

8.70%

6.40%

3.90%4.00%3.70%

1.50%0.60%

Organizations are spending between 20-30% of budget on Content Marketing

B2b Content Marketing Trends 2013

Percentage of budget

#wakeupyourwebsite

50%32%

17%

1%

Increases Increases slightlyStays flat Decreases

82% of organizations are INCREASING their content production

HOW IS CONTENT PRODUCTION ACTIVITY CHANGING IN THE NEXT 12 MONTHS?

B2b Content Marketing Trends 2013

#wakeupyourwebsite

• 44% of B2B Marketing teams have a documented content strategy

• 73% have an individual responsible for content strategy

DO YOU HAVE A DOCUMENTED CONTENT STRATEGY? IS SOMEONE RESPONSIBLE FOR CONTENT STRATEGY?

44%

49%

6%

Yes

No

Unsure

#wakeupyourwebsite

B2B firms are using content to communicate brand, and generate and acquire customers

WHAT ARE YOUR ORGANIZATIONAL GOALS FOR CONTENT MARKETING?

sales

Lead Management/Nurturing

Website Traffic

Customer Retention/Loyalty

Enagement

Thought Leadership

Customer Acquisition

Lead Generation

Brand Awareness

0% 20% 40% 60% 80% 100%

45%

47%

57%

57%

57%

68%

71%

74%

82%

#wakeupyourwebsite

• 77% of organizations have a blog

• But only 15% of blogs are active

77%

DO YOU HAVE A BLOG?

#wakeupyourwebsite

INTEGRATION WITH MARKETING AUTOMATION

We don't use marketing automation

We sporadically use content for marketing automation campaigns

We use marketing automation to engage with customers

We actively create content to feed automated campaigns

We use marketing automation to nurture leads

We use marketing automation to generate leads

39.0%

15.1%

26.0%

28.2%

36.1%

36.7% • Adoption and use of Marketing Automation is on the rise

• < 20% of Ektron customers have marketing automation systems today

B2b Content Marketing Trends 2013

#wakeupyourwebsite

Site search helps your

visitors accomplish their goals,

and helps you DRIVE THEM through your

desired journey

SEARCH

343% longer

97%

BOUNCE RATE VISIT DURATION

209%

PAGE VIEWS

#wakeupyourwebsite

WHAT ARE THE BENEFITS OF USING DATA IN MAKING DECISIONS?

45% of marketers note that DATA is the most underutilized asset in marketingFaster decision

Identified a new opportunity, new competitive advantage

More efficient use of resources, reduced cost

Better business results (revenue, profit, etc)

More accurate decisions

31%

43%

44%

49%

58%

#wakeupyourwebsite

#wakeupyourwebsite

#wakeupyourwebsite

THE BUYER HAS CHANGED

• Savvy, noise resistant, information seekers

• Informed, social, & earned vs. bought

78% start their research with search

78% view vendor websites 4+ pieces of content 5576 emails ~ Exec 10x

#wakeupyourwebsite

CONVERSION: WHAT YOU WANT TO HAPPEN

Awareness

ConsiderationConversion

Visitor

#wakeupyourwebsite

CONVERSION: WHAT REALLY HAPPENS

AwarenessConsideration

Close

Visitor

#wakeupyourwebsite

SearchVisit 1• Your

site• Video

THE BUYER JOURNEY

WHAT THEY DO

ANONYMOUS VISITOR CUSTOMER

SYSTEMS

Visit 2• Consume

Tweet• Read blog

Visit 3Download premium content

KNOWN VISITOR

or

#wakeupyourwebsite

FOCUS ON THE BUYER’S JOURNEY

Not your process

Content Marketing

Drives Engagement

#wakeupyourwebsite

INBOUND WEBSITE

Attract Visitors Blog KeywordsSoc ia lMedia

Convert Leads Targeted CTAs

Landing Pages

Forms

Close Customers M AP + C RM I n t e g ra t i o n

Ta rge te d C o n t e n t

So c i a l N e t w o rk i ng

Delight Happy Customers

Ta rge te d C TAs

M A P + C R M I n t e g r a t i o n

C us to m e r Se rv i ce

#wakeupyourwebsite

#wakeupyourwebsite

#wakeupyourwebsite

BEST VISITOR EXPERIENCE

#wakeupyourwebsite

Inbound• Blogs• SEO

Personas

MobileContent Targeting

#wakeupyourwebsite

BLOGS

#wakeupyourwebsite

Easy, Actionable SEO

#wakeupyourwebsite

PERSONA

Noun – a representation of a segment of customers

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PERSONA MANAGEMENT

#wakeupyourwebsite

CONTENT TARGETINGVerb – Using data about your visitors to provide relevant, contextual content to move them along in the buyer journey

#wakeupyourwebsite

TARGET THAT CONTENT

Content targeting

Desired business results

#wakeupyourwebsite

S

#wakeupyourwebsite

HOW TO GET THERE

Persona

Intent

Actionable view of your

customer

#wakeupyourwebsite

WAYS TO TARGET CONTENT

Anonymous Visitors• Geo-location• Search term• Industry• Company• Device type

Known Visitors• Geolocation• Search terms• Industry• Company• Title • Role• Customer status• Social graph• Behavioral attributes

Personas

#wakeupyourwebsite

Must Have Attributes• Is a customer• With X products• In CanadaNice to have• Responded to upgrade

campaign

Must Have Attributes• Is a prospect• In the Healthcare

industry

Target content“Great web experiences in your patient portal” webinar

Target content“Getting the most out of your CMS” eBook

PERSONA MANAGEMENT

#wakeupyourwebsite

6 ways to CAPITALIZE on

mobile

#wakeupyourwebsite

1. Use Responsive Web Design

#wakeupyourwebsite

BENEFITS OF RESPONSIVE DESIGN

1. Improved SEO

2. Increased Productivity

3. Time to work on strategy not devices

#wakeupyourwebsite

FUTURE PROOFFUTURE PROOF

#wakeupyourwebsite

http://www.ektron.com/Case-Studies/Education/Hendrix-College/

Visit duration

Mobile traffic

Bounce rate

1/320%

150%

#wakeupyourwebsite

2. Define the mobile experience by easily setting breakpoints

#wakeupyourwebsite

3. Upload 1 image and automatically resize

for breakpoints

5 MB

480 px

768 px

940 px1210 px

#wakeupyourwebsite

4. Work faster and smarter by previewing content on

mobile devices

#wakeupyourwebsite

4. Work faster and smarter by previewing content on

mobile devices

#wakeupyourwebsite

5. Increase engagement with content tailored to specific devices

#wakeupyourwebsite

6. Boost context by swapping images for different device types

#wakeupyourwebsite

BEST VISITOR EXPERIENCE

#wakeupyourwebsite

CRM

MARKETING AUTOMATION

SOCIAL

CONTENT MANAGEMENT

MARKETING OPTIMIZATION

E D I T I N G A N D W O R K F LO W

E S Y N CC LO U D

M A N AG E RM O B I L E

V I S U A L PA G E

L AYO U T

S I T E C R E AT I O N A N D M G M T S I T E S E A RC H

C O N TE N T TA RG E T I N G

SE O M V TE ST I N GECOMMERCE

B L O G S & C O M M U N I T I E S

S O C I A L P U B L I S H I N G

P E RSON A M G M T

WEB ANALYTICS

SHAREPOINT

VIDEO

DIGITAL EXPERIENCE MANAGEMENT PLATFORM

#wakeupyourwebsite

HOW TO GET STARTED

1. Start with your strategy and prioritize

2.Know your visitors (personas)3. Build out visitor journeys4. Identify success factors and

what/how to measure5. Start small – NO OCEAN BOIL!6. Analyze, iterate, optimize7. Come to Synergy!!!

#wakeupyourwebsite

Boston, MA ~ May 4-6Training Day on May 7

Marketing, User, DeveloperEarly Bird Discount ~ Save $300!

#wakeupyourwebsite

Bob Canaway@bobcanawaybob.canaway@ektron.com

Adam Kempa@adamkempaakempa@enlighten.com