Your Website – The Hub of Marketing

Jon Cline, Enthusiast Web SolutionsBrett Crosby, GoogleKraig Swensrud, salesforce.com

The Heart of Your Marketing Strategy

Your Website

QUESTIONS:

How many people came to your website last week?

Where did they come from?

How many of them came from paid search?

What did they click on?

How many of them did you capture?

What is your expected pipeline from those visitors?

What will those numbers be next week?

The Traditional Marketing/Sales Funnel

Customers

Leads

Pipeline

Web Initiatives Fill the Lead Funnel

Customers

Leads

Pipeline

Next Actions

Visitors

All Programs Fill the Web Visitor Funnel

Customers

Leads

Pipeline

Next Actions

Visitors

Impressions

Clicks

Building Your Web Funnel

Jon ClineAcquiring Web Vistors

Brett CrosbyAnalyzing Web Traffic

Kraig SwensrudWeb Conversions and ROI

New Customers

Acquiring Website VisitorsOn-boarding Your Virtual Salesperson

Jon ClineDirector of MarketingEnthusiast Web Solutions

sfdc.whatsthegoal.com

The Web Sales Language

100,000,000 + Internet users

20,000,000 + Internet users

1,000,000 + Internet users

“All economic activity is by definition high risk. And defending yesterday - that is, not innovating - is far more risky than making tomorrow.” -Peter Drucker

Hyperlink

Email

Open 24x7

Search

Interaction

Syndication

The Hyperlink / Bookmark

Build reputation/rapport Maximize relationships

Email

Most Efficient

Notification

Testing

The Internet is Open 24x7

Your best sales person Clear next actions

Asynchronous conversation

Relevance!

Grow archive equity

Search and Association

“Live your life honestly, because whatever you do, whatever mistakes you make, will be searchable one day”

– Thomas Friedman, ‘The World Is Flat’

Interaction with Offline Programs

Your Website

Integrate web offers

with offline programs

Deliver online

relevance with

offline programs

Use obvious and

clear next actions

Syndication and Blogging / RSS

Example: MAP Consulting

Challenges Limited resources (1 person) Website not part of strategy

Solution Set goals and measurements Integrated with CRM Sales team trained on new site

Results (180 days later) 34% increase in unique visitors 40% increase in page views 560% increase in search referrals

www.mapconsulting.com

Your Action Plan 5 Steps to Guaranteed Progress Tomorrow

1. D - Develop sales/marketing plan with vital web role

2. R - Record next actions to measure success

3. E - Execute next actions in simple and clear ways

4. A - Assess results and adapt

5. M - Meet your audience in new innovative ways

Analyzing Website Visitors

Brett CrosbySenior ManagerGoogle Analytics

analytics.google.com

19

Think of Your Business as a House

20

Think of Your Business as a House

Same With Building a Business

Drive Traffic

• Clear call to action

Targeted Landing Page2

Succeed online

1

Recipe for successYou need this to succeed,Success made simple!www.companyx.com

Recipe for successYou need this to succeed,Success made simple!www.companyx.com

• Variety of marketing campaigns

• Sale, lead capture, branding, etc

Generate Lead3

Start with a plan and a goal, drive people to that

goal, measure and improve

How Web Analytics Works

Data Collector Report Data

Recipe for successYou need this to succeedSuccess made simple!www.companyx.com

Recipe for successYou need this to succeedSuccess made simple!www.companyx.com

Your Website

23

Website Analytics

Your Website

Determine which marketing initiatives are driving the best traffic to your site

Analyze Your Marketing Campaigns

25

Referral Dashboard: Macro View

A

B

C D

26

Where Are My Visitors Coming From?

27

Content Performance: Macro View

A

B

C

28

Content Performance: Micro View

A

BC

Where are Visitors Dropping Out?

Next Actions

Visitors

Opens

Impressions

X

30

A

B

C D

Where’s the Leakage?

31

AB

Website Overlay

Website Optimizer: Test Your Pages

?

?Test an Image

Test a Headline

Test Multiple Combinations

Test Multiple Combinations

Test Multiple Combinations

Watch the Results of Your Tests

Increased Advertising ROI by 190%

Goal

Speak to a new audience through search-

based advertising

Tactics

Discovered how customers found them

Identified keywords that worked the best

Improved their sites to enhance content and

visitor experience

International footwear companyTeva sandals, Simple shoes, UGG

Your Action: Get the Right Tools, Use Them

Consider adding:

Web Analytics

Multivariate testing

Start improving your “lead generation machine”

Web Conversions and ROI

Kraig SwensrudSalesforce Marketing

salesforce.com/marketing

Web Initiatives Fill the Sales Funnel

Customers

Leads

Pipeline

Next Actions

Visitors

Opens

Impressions

X

Take Me to the Web

FACT:4 out of every 5 Salesforce

customers direct traffic from email

and searchmarketing campaigns

to their homepage

Converting Visitors With Landing Pages

Home Page Landing Pagewww.yamaha.com www.yamaha.com/disklavieroffer

Boats, Guitars, Motorcycles, Speakers, Keyboards, MP3 Players, Amplifiers, Gold carts, Mixing Boards….

The Disklavier Digital Piano

Breakin’ It Down to the Essentials

Offer

Call-to-Action

RelevantProductImagery

Web-to-Lead Form

Description

Branding

Best Practices

Clear Offer Presented with bright font color

Eliminate fields and don’t scare me away with crazy validation

Color the CTA button and use an actionable verb

Above the fold at 1024x768

What does this imagery have to do with the offer?

Keep it simple! Don’t over do it with excessive flash or funky javascript

Branding

Take Me to the Web

Measure, Tweak, Repeat

10.8% Lead Capture7.9% Lead Capture

B outperformed A by 36%

Copy Above FormDouble-Column Form

Copy Left of FormSingle-Column Form

Web Source Tracking (Released in Spring ’07)“How Did You Hear About Us?”

Measure Success with Salesforce Dashboards

Your Action Plan7 Steps to Guaranteed Progress Tomorrow

D - Develop sales/marketing plan with vital web role

R - Record next actions to measure success

E - Execute next actions in simple and clear ways

A - Assess results and adapt

M - Meet your audience in new innovative ways

Q&AJon Cline, Enthusiast Web Solutions

Brett Crosby, GoogleKraig Swensrud, salesforce.com