Leveraging Post-Click Marketing for Successful Online Demand Generation

Intelligent marketing for sales ready leads

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Leveraging Post-Click Marketing For Successful On-line

Demand Generation

• Outbound - “interruption” - marketing doesn’t work any more

• Voice mail never answered, response rates low, attendance down

• Results consistently mediocre to abysmal

Reality #1

Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget

The Numbers are Not on Your Side

Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months

Once the prospect decides they want what you are offering they enter their purchasing cycle. Nine times out of ten, the next step is to research other suppliers – Your competition!

Traditional Sales Approach - Complex, High Value Service/Product

Total selling cycle 6-12 months!

• Marketing Sherpa:

“90% of technology product

purchasing cycles start with a Google Search”

• If you’re not visible on the internet you’re losing opportunities

Reality #2

Improved Timeline

2. Inbound Centric Sales Approach

Prospect business pain motivates a search for a solution. They find you on-line and start to research your offering.

Selling and purchasing cycle aligned – Deal can be completed in 3-6 months

Deals can now close in half the time – because you engage with the customer as they start their purchasing cycle

Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget

Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months

Once the prospect decides they want what you are offering they enter a purchasing cycle. Nine times out of ten, next step is to research your competition!

1. Traditional Sales Approach

6-12 months

• However, in the B2B Technology arena, web sites typically inform, they don’t ‘sell’

• ‘Selling’ complex, high value products happens off-line, face to face

• Need is to leverage web presence to generate leads

Being Visible is One Thing……

• Smart Post-Click Marketing

• Turbo-charges both paid and organic search

• Capture inbound lead

• Come again, what’s that?

Solution:

Google Search 101

These areall paid ads – You control everything

So are these

These are the organic listings – they point directly to web content

• Lots of good SEM vendors

• Most are fixated on clicks

• Few focus on conversions

• Even fewer understand high value, complex B2B technology sales processes

• An example…..

Search Engine Marketing

The visitor is searching for Telecom Provisioning, clicks on an ad about Telecom NGOSS and is brought to a page about Billing Services. This creates significant discontinuity. Chances are they will simply ‘bounce’ away.

• Conversions – AKA registrations - NOT just clicks

• For paid search = landing page programs

• For organic search = Persuasion Architecture

What B2B Companies Need

LandingPage

Programs

Persuasion Architecture

LeadNurturing

Three Steps To Successful Online Demand Generation AKA “Post-Click Marketing”

PaidSearch

SearchEngine

Optimization

• Landing pages allow you to control the post-click experience end-to-end

• Singular objective - capture contact information

• Deliver empirical insights into most relevant keyword phrases for site optimization

Leveraging Landing Pages

Let’s imagine a user does a search for “Telecom Provisioning Software”…….

Ideally, a pre-conversion segmentation page should be served up before the landing page

Are you:

An Enterprise

A Telecom Service Provider

This asks the visitor to “self segment” so that the landing page that is served up next can be tailored more closely to their particular profile.

This simple segmentation step also confirms to the user that they are “in the right place” since one of the segment choices refers directly to them. It also signals to them that they are important to you

Pre-conversion segmentation can increase visitor conversions by up to 20%

Minimize mandatory fields -Minimizes registration friction and maximizes conversions

Reinforce search term used by the visitor in the landing page headline – to show them they are in the right place

Avoid all unnecessary navigational links. Ensures visitor is not distracted

Provide a clear and compelling offer supported by a short abstract that “sells” the content. Supported by a ”hero shot”, ideally

Landing Page Example

• Enhance interaction and information sharing

• Yield richer contact information

• Provide more selling opportunities

Post Conversion Strategies

Get Access Now

30-40% of visitors that complete the landing page typically also complete the second stage form

Validate all fields to improve data accuracy

Pre-populate contact info from landing page

Include qualifying question to establish stage of purchasing cycle

Thank you page offers access to more content in exchange for more contact info

Second Stage Form

Repeat thank you page offer. Just because they didn’t complete the second stage form before doesn’t mean that they won’t do so now

The visitor will open this email - so use it to do some additional selling.

Confirmation Emails

It is important to use confirmation email to validate visitors email address

Tell visitors what the site owner wants them to hear:About Us, Our Products, Our Team, Our News, etc.

A better approach….

Think from the visitors perspective: “Who might come and what are they looking for exactly?”

This is the starting point for developing a compellingPersuasion Architecture

Most Web Sites….

These are the organic listings – they point directly to web content

Essential for organic traffic – actually any traffic

Two key goals:

1. Meet information needs of different stakeholders - User/their manager, recommender, economic buyer, decision maker etc.

2. Provide visitors multiple opportunities to self-identify

Demonstrates understanding of business pains

Responding to feedback from persona research to have pricing and ROI information available right on the site

Provides access to value added content for lead harvesting

Speak directly to prospect pain points right on home page

Expanded service and support section provides richer detail, prices etc. and underlines customer service commitment post purchase

Highlight key product benefits with links to in-depth content

Additional access to value added content for lead harvesting

Lots of Opportunities to Register

Lead Nurturing

• Many prospects aren’t ready to talk to a sales rep yet

• They’re just researching your product offering

• Lead nurturing develops dialogue with prospects until they’re ready to buy - lead scoring

• A full range of customized lead nurturing and lead qualification programs

Getting Prospects Ready for Sales

• Companies either lack resources, expertise and knowledge to develop effective programs

• Or simply don’t have the bandwidth

• Unqualified service providers or DIY approach

• Online world developing at warp speed – specialization critical for best practices

Barriers to Successful Online Lead Generation

• Define/develop/deploy post-click marketing programs

• Provide point or end-to-end project management - as needed

• Brings together best-of-breed suppliers to deliver projects

• From, simple low cost consulting projects……

• …. to full turnkey solutions encompassing all stages of the demand generation process

FunnelBuilders Expert Services

• Deep knowledge of current online best practices

• Proven results in inbound lead generation

• 20+ year experience in all facets of technology marketing

Credentials

sean@funnelbuilders.com416 836 4545

www.funnelbuilders.com/blogTwitter: @funnelbuildersLinkedIn: seanodonovan

Leveraging Post-Click Marketing for Successful Online Demand Generation

Technology

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