Convert More Web Traffic and Demand Investment into Tangible Business

Analysis & Opportunity for AgenciesAndy McCartney

DMA Winter BriefingFebruary 23, 2012

Intros

2Agencies: LaBreche, Spalding Jackson

Agency Modernization& Growth Consulting

Agencies: Definition6, McKee Wallwork & Cleveland, St. John & Partners, SB&A, Godfrey, LaBreche, MarketVision, Richter7, ESW Partners, Heinzeroth, Network Affiliates, Sawtooth Group, Sigma Marketing, Hult Marketing.

Andy McCartney – Managing PartnerPersonifeye Solutions Group•25 years experience in marketing, analytics and software•15 years of ‘eMarketing’ - leadership and practitioner•2 time VP of marketing •2 time VP of strategy/services for eMarketing Agencies•Thought leader with CCO, Econsultancy, CMI, DigitalConverts •Focus on digital, demand generation and lead management•20 years in US, dual nationality (British), Atlanta based

Implementation

TechnologyDigital Strategy

Execution

Training

SOLUTIONS

Top Digital Priorities

What is Conversion and CRO?

Oh Yes The Funnel

Which Metric(s) Fail, & Why

One Possible Solution

Opportunity for Agencies

‘RODI’ Engagement &

ConversionTODAY

Digital Priorities for 2012?

Source: Econsultancy Quarterly Digital Intelligence Briefing: Digital Trends for 2012600 client-side and agency respondents

B2B and B2C, US and Europe

Conversion – What Is It?

Conversion, conversion optimization, or conversion rate optimization used synonymously 

• Very Ambiguous Term. In web terms:o Is it ‘% of Visitors who fill in a Form’?

o Is it ‘% of Visits to Close’?

• It can be many things, but in essence it is the conversion from one status to another, via a single or combination of steps to fulfill an online/stated objective.

For example• Single step: # visitors who register for a

webinar, or request a call with sales• Multi step: # prospects who become

customers via several steps/interactions

Digital Marketing

Ads, Blogs, SocialSEO/SEM

Email / MobileWebsites, Microsites

Traditional Marketing

Print/Ads

TV/RadioEvents/Expos

Telesales

Interest / TrafficTo Web ‘Zones’ Awareness & Demand

Generation Score = B

Engagement, Capture & Conversion into ‘Tangible Assets’

(Contacts, Prospects, Leads, Business and

Ongoing Relationships)Score = D-

Other …Content, Video…

Situation Analysis

6

Outcome from Online Visits?Next Step: 2-3%Sales: 0.2 - 0.3%

Source: Marketing Sherpa

For Tangible Outcomes, Think Funnel + %sConversion steps towards digital relationships and ROI differs between organizations and between B2B to B2C:

Sample B2B stats:

2-3% of web visitors offer contact information

Inquiry to CloseAverage 0.32%Good 0.69%Best 1.35%

7

Demand Generation Single Stepe.g. B2C

Multiple Steps e.g. Longer Sales Cycle

%

%

A Significant Statistic to Care About• 97-98% of online visits do NOT result in a next step• WHY?

1000/monthMore on social sites

next step

20-30/monthX 970-980

The World Has ChangedDecision Making Has ChangedWHY?

Source: Marketoe.g. B2B

Prom

otion

al M

arke

ting

Conversational Marketing

Visitors are not Clicking / ConvertingWHY?• “Nowadays people don’t want to talk to sales

until they are 60-70% along their decision cycle” (Sirius Decisions)

• Therefore if the only next step or CTA is ‘talk to sales’ then very likely no contact, no prospect.

• Common Problem = minimal next step options (or leaky websites with random next steps)

“I’m not ready to talk, but I might engage earlier in the (AIDA) cycle if there was reason to ….”

A Good Example

• Typical web site, sales phone and contact us/email

14% of Clicks

86% of Clicks

Minimal Options for Conversion

The Only CTA and Next Step

Minimal Options for Conversion

Phone Number and Email

Incredible Missed Opportunity

No engagement, interaction or next steps with 97-98% of visitors

Solution=

“Intelligent Digital Self Service”

Minimally:• Offer More Engagement Options, Next Steps and Calls-

To-Action along all stages of the AIDA decision cycle• Make Options available in all places (no leaks!)• For B2Bs and more complex sales cycles: Leverage,

map & deliver content based on decision cycles.• Transform all web ‘zones’ into lead generation engines,

and drive educational and promotional traffic there.

A ‘Brochure Site’ with Minimal Engagement

Solution? Add a ConversionMagnet ‘Zone’

http://www.personifeye.com/demos/wp

Demo site with ConversionMagnet

Transforms a ‘brochure’ style site .. into a prospect engagement and lead generation site

http://www.mikewittenstein.com click on the ‘Take Action Now’ orange button

http://www.banyancapital.com‘Quick Info Access’ green button or lower right triangle

http://www.personifeye.com

ConversionMagnet Social ConversionAccelerate the Path of Prospects from Multiple Digital Locations

Regular Demand Generation Tactics

Engagement Zone Traffic Tactics

URL to zone

+

e.g. http://bit.ly/yueTPD

PLUS

Add a ‘trapdoor’ link from any social or digital location straight into your white paper conversion zone: http://bit.ly/yueTPD

20

Convert from Any Digital Location

Source: Creative Traction Add ConversionMagnet ‘trapdoors’ to content and

programs within any channel.

Success Benchmarks - Type 1 Customers

OUTCOME • 3X as many prospects engaging and taking next steps• Twice as much business sourced from digital

OUTCOME• 400% bigger funnel, 3x as many sales ready leads• Growth of prospecting database and ability to form

ongoing business relationship (initially via digital)

OUTCOME• Before: 2-3 promising leads from website per month

(limited universe)• Now: 10-15 prospects engaging with content packs,

assessments, requesting meetings

Before ConversionMagnet

DemandGen Activities 2-3 emails per week Paid Search (Adwords) Ads in Busdev space Press Release 1/month SEO / refresh Direct mail - to site 2 blogs White papers Twitter: 2-3 per week LinkedIn Groups

Website:2,500 Unique Visits Per Week

PRIMARYAvg 25 signups / week = 1% Visits to CTA

Signups to Close= 3/week = 12%

Primary CTA = Evaluation Signup (24 hr)

3 closes per week = 12% of Signups = 0.12% of Visitors to Close

Success Benchmarks - Type 2 Customer

DemandGen Activities 2-3 emails per week Paid Search (Adwords) Ads in Busdev space Press Release 1/month Etc etc

Website:2,900 Unique Visits Per Week

PRIMARYAvg 51 signups / week = 2% Visits to CTA

Integrate with CRM & Pardot for nurturing

Signups to Close= 6/week = 12%

6 closes per week = 12% of Signups = 0.24% of Visitors to Close

URL to zone

Secondary CTA Capture Points = SECONDARY120: Content packs110: Webinar reruns50: Assessments40: ROI calculators75: Alert signups

PLUS Social Trapdoors

5% 3%

2%

With ConversionMagnet in TrialSuccess Benchmarks - Type 2 Customer

Traditional Marketing

Print/Ads

TV/RadioEvents/Expos

Telesales

Collate primary and secondary Calls-To-

Action, content requests, engagement

tools and contact options.

Connect at all stages of the AIDA funnel viaIntelligent Digital

Self Service.

Conv

ersi

onM

agne

t

ConversionMagnet

EngageTactics

24

Digital Marketing

Ads, Blogs, SocialSEO/SEM

Email / MobileWebsites, Microsites

Traditional Marketing

Print/Ads

TV/RadioEvents/Expos

Telesales

Interest / TrafficTo Master Website

Other …Content, Video…

ConversionMagnetIn a Nutshell

Agency Opportunity

• ConversionMagnet is a 100% Custom SolutionRequiring knowledge, consulting and collaboration with client

• ConversionMagnet is Central to Digital StrategyElevating relationship and stickiness

• Revenue Generation:

Initial Setup

Ongoing Full

Service

Content Creation

Initial Design & Implementation$5k - $50k projects

Ongoing SaaS & Full Service$500 - $2,500 per month

Content Fuels the Solution$500 - $10,000+ per month!

Partnering with Agencies• Personifeye partners with agencies to design innovative and

results driven ‘zones’.

• Step 1: Run a Situation Analysis– Business/Website objective(s)– Target Market/Personas/Journey – Sales Cycle & Triggers– Self Service, Content & Engagement Options– Digital Locations for Ads and Content (e.g. LinkedIn, Blog)– Capture Options for Each Stage of Decision Cycle– Calls-to-action, Alerts/Triggers, Routing, Automation, Mix with Offline

• Never ‘One Size Fits All’. Custom solution based on all the variables for client’s target market, sales cycle and likely self-service prospecting mechanisms.

26

Conclusions1. Have your clients consider the adoption of an ‘intelligent

digital self service’ strategy and ongoing solution.

2. Create an ‘engagement, capture & conversion zone’ that maximizes the opportunity to connect digitally with target markets.

3. Pull higher quality traffic from multiple offline and online locations (e.g. magazine QR code, social site, blog) directly into your conversion zone to lift ROI.

27

Thanks!Contact: andy.mccartney@personifeye.com

Thanks!Contact: andy.mccartney@personifeye.com

DMA Winter BriefingFebruary 23, 2012