Let’s get real about your website. If you’re a B2B company, your website is an essential tool to drive leads and generate demand. Your website is the first place a prospect will go to learn more about your product or services and it is the last place a prospect will go before completing a transaction. Unfortunately, the sad fact is that too many B2B companies fail at building a website that attracts visitors and ultimately lead generation. Many of these websites lack the functionality needed to convert a prospect to a lead, provide intelligence that gets to the quality of that lead, and nurture a lead over time until they are ready to buy. With this eBook, B2B marketers can now come to grips with whether your website could benefit from a redesign and if so the functionality that will need to be added to your website to make it more intelligent and better support your lead generation efforts.
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WHAT EVERY B2B MARKETER
NEEDS TO KNOW
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INTRODUCTION
Let’s get real about your website If you’re a B2B
company, your website is an essential tool to drive leads and generate demand Your website is the first place
a prospect will go to learn more about your product or services and it is the last place a prospect will go before completing a transaction
Unfortunately, the sad fact is that too many B2B
companies fail at building a website that attracts
visitors and ultimately lead generation Many of these websites lack the functionality needed to convert a prospect to a lead, provide intelligence that gets to the quality of that lead, and nurture a lead over time until they are ready to buy
With this eBook, B2B marketers can now come to grips with whether your website could benefit from a redesign and if so the functionality that will need to be added to your website to make it more intelligent and better support your lead generation efforts
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How to decide if you need a website redesign? Here’s a simple checklist you can use to get focused on the issues of importance
What is an ‘Intelligent Website’
A website that is built from the ground up
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CHECKLIST:
Lead Generation
Are you generating enough leads?
Do you know the quality of your leads?
Do you have mechanisms in place to nurture leads over time?
Do you have a blog?
Is it hosted on your domain or somewhere else?
Social Networks
Does your website drive traffic to social networks and vice versa?
Email Marketing
Do you have a email marketing service that support simple and complex
lead nurturing campaigns?
Has your email been optimized for viewing on smart phones and tablets?
Can you create and execute A/B testing on the fly?
Can you test not just email subject lines but other elements of your emailing?
Can you apply A/B testing to your landing pages?
Customer Insight
Do you know who is visiting your site and what content they are viewing?
Can you make this information available to sales so they can use it when talking with customers?
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To get started redesigning your website to better support lead generation, take a good hard look at the content
Is the content compelling and relevant?
Is the navigation simple and does it work well on smartphones and tablets?
Have you built in content-rich offers and merchandised them throughout the site?
that most buyers will go through as they make a purchase decision:
LEAD GENERATION
EPIPHANY EXPLORATION & AWARENESS INTEREST & CONSIDERATION CONFIDENCE LOYALTY
winner
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Simplify your navigation to make it easy for your prospect to understand what
portions of your website are meant for them This will also give you more intelligence about visitors to your website whom – for one reason or another – choose to
remain anonymous
company has the expertise to solve a prospect’s problem in a unique way Most of the time, it makes sense to put these offers behind a form, to encourage prospects to tell you a little about themselves and their company Ideally, look for a website solution that adds intelligence to the data the prospect provides, to give you more insight into their needs, wants, and desires:
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MOBILE OPTIMIZATION
If your website is more than 3 years old, it is likely that it does not
provide an optimal experience when viewed from a smartphone
or tablet
exist 3 years ago Regardless, many believe – including Mashable – 2013 is becoming the year of responsive web design
base you need to create and maintain
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“(not provided)” now accounts for almost 40% of referring traffic data from
organic search, an increase of 171%
since originally introduced a year ago.
If you think optimizing your website experience for mobile is not important, think again According to Google (September, 2012):
• 67% of users are more likely to buy from a mobile-friendly site
• 61% of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site
• 52% of users said that a bad mobile experience made them less
likely to engage with a company
In all likelihood the analytics you have understate the number of visitors to your
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BLOGGING
Do you have a blog?
Companies that blog see
• 55% more visitors
• 97% more inbound links
• 434% more indexed pages
Since the Panda update, Google and the other seach engines have focused on
putting only current content on page 1 of the SERP (search-engine results page) So to
be more visible in search, you need to blog and blog regularly
How often is enough? 3x per month is the minimum; 2-3x per week is ideal
Note that to accrue the benefits of blogging, you must have a blog that ‘looks like’
domain does not provide these benefits
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Does your website drive traffic to your social media channels and vice versa?
Many B2B marketers still discount the importance of social media because they believe it is self-serving only to B2C marketers What many B2B marketers don’t realize is that social media accounts are not only key in engaging with customers but will also help your company’s website get found in search (!)
Recent findings from MarketingProfs say that companies that are active on social media gain a 185% lift in web traffic after achieving 1,000 Facebook likes, and
businesses with 51 to 100 Twitter followers generate 106% more traffic than those with 25 or fewer followers
Now the question is how can B2B marketers convert social media followers into leads
SOCIAL NETWORKS
1 Measure How Much Traffic Your
Website Receives From Social Media
This all depends on how sophisticated
the analytics on your website is, but with
many softwares out there, B2B marketers
can now examine where visitors are
coming from whether it is via LinkedIn
or Pinterest By figuring out where most
of your visitors are coming, you can
re-organize your social media efforts on
networks that matter instead of trying to
stretch yourself too thin
2 Be Original
A majority of the content you share on
social media will be cherry picked on
your blog but social media is a great
place to decide what type of content
tools B2B marketers should invest in For
example, if an old eBook landing page
is still being retweeted and attracting
visitors from LinkedIn, consider turning
this eBook into a fresh blog post Again,
it is not about quantity, it is about quality and B2B marketers can achieve this
salesperson) when they see a follower
on Twitter say how much they love their product to a Community Manager (from the Marketing department) Allow me to digress, with sales, you’re ready to go full force With marketing, it is more important to create a loyal customer than a one-time customer, so simply recommending more resources to learn more makes more sense than telling
a social media follower to contact a salesperson Social media lead nurturing is a growing concept that if a B2B business can comprehend it, they will be able to more successful in the long-run
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EMAIL MARKETING
your business Email works to keep you top-of-mind with prospects until they are ready to buy
What to look for in an email solution:
Mobile-ready templates.According to
Pardot, less than 25% of B2B marketers
optimize their emailings for mobile Which
means an opportunity lost According to
a mobile device, which is expected to rise
to more than 50% in 2013
Support for both newsletters and drip
campaigns While email newsletters are
sent out on a regular basis, drip campaigns
are typically triggered by some interaction
the prospect has with your company at
your website Making integration with your
website a must
Mobile ready templates will allow your company to field promotions like these
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LANDING PAGES
Can you author branded, best practice landing pages with ease?
Often the first experience a prospect will have with your company will happen on one
and feel of your site Of equal importance, set up the landing page in accordance with
best practices to maximize conversion
3 4
5
6
7
8
3 Impeccable Grammar 8Stay Above The Fold
5 Strong Calls-To-Action
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Many marketing automation products include tools to create landing pages based on
unless you know how to code yourself or have access to someone who does
without coding.
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CALLS-TO-ACTION
tablets Instead of crafting websites as a series of pages, more websites are being
With this style of website, there is no such thing as “the fold” Instead, the focus is on understanding how the eye travels across the page
In short, sites use to look like this: And now they look like this:
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What this means for you is that you may already be considering redesigning your site
so it adheres to this new and – increasingly popular – design pattern As part of your redesign, you’ll need to figure out where to place your call-to-actions
The emerging best practice is this:
calls-to-action
• Section Headers – These are your most trafficked pages Put the
• Blog Entries – Place calls-to-action at the bottom of each entry
Look for a solution that allows you to take control of your calls-to-action, to create
sidebar of your site
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A/B TESTING
to generate more leads A/B testing can be used to boost the response you see from your email marketing campaigns and also up the conversion value of your
landing pages
actionable results, you need to stay focused, disciplined, and test only one thing
at a time
WHAT TO TEST
Calls-to-Action (Example: “Buy Now!” vs “See
Plans & Pricing”)
vs “Discounts on Product XYZ”)
Testimonials to include (or whether to
include them at all)
Personalization (Example: “Mr Smith” vs “Joe”)
Body Text
Headline
Closing Text
Images
The Specific Offer (Example: “Save 20%” vs
“Get free shipping”)
The Main Headline (which typically contains a succinct rendering of your product/offer/
service core value proposition).
The Calls-To-Action (CTA) – typically the text
on the button that represents your page’s conversion goal.
Hero Shot Try a variation of your main photo (if you have one) – preferably showing your product or service being used in context.
Button Design Use design principles to accentuate the appearance of your CTA (contrast, whitespace, size) Above all, try making it bigger.
Button Color – green for go, blue for link color, orange or red for emotional reaction.
usage, you will want to minimize the amount of fields that visitors are required to complete
Long Copy vs Short Copy Often shorter is better, but for certain products detail is important in the decision making process Test it and see.
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Look for a solution that allows you to do A/B testing on the fly, without a lot of hands
different versions of your emailing or landing page The system you choose should have the intelligence necessary to put the two versions in rotation, track results, and decide on the winning version
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CUSTOMER INSIGHT
Never send your sales rep into a meeting with potential customer unprepared
Give them the insight they need to frame the conversation to close the sale This should include:
• What web pages the prospect visited?
• How much time they spent on your site?
• Is this a first time visitor or a repeat visitor?
• What offers has the prospect been exposed to – either at your site
or by email?
• What was their response?
• What do you know about the prospect or the company they work for?
Many marketers think that the only way to get answers to these questions is by having the prospect fill out one very long form or multiple forms over time The rule
system that can take the prospect’s email address and match it up to their social media profiles in real time
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LEAD HANDLING
When it comes to handling a lead, response time and persistence matters Which is why it pays to automate the entire process
You don’t want leads that are ready to buy sitting around and going stale Studies
show that when a prospect is ready to buy, your company needs to get in touch
nimble competitor
Companies that automate lead management processes can increase
revenue by at least 10% within 6-9
months, despite the uncertain economy.
“– Gartner Group (2009) ”
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But if the prospect is not ready to buy, moving them to sales prematurely will turn
them off Instead, prospects that are not ready to buy need to be placed on a
lead-nurturing track:
with flexibility at various stages of the funnel
LEAD NURTURING
TRACK ENLIGHTEN ILLUMINATE
APPRECIATE EXPLAIN HELP
INSPIRE
• Create awareness around the opportunities you present and the problems you solve.
• Educate &
empathize.
• Interpret the impact & spell out potential for prospects.
• Discuss related trends.
• Clarify solution options.
• Outline best practices &
next steps.
• Compare &
contrast solutions
in relation to prospects goals.
• Offer decision aids, cost calculators, &
useful tools.
• Thank customers.
• Reinforce your value.
• Provide personalized resources & support.
• Reward loyalty
• Celebrate customer achievements
• Ask for referrals & testimonials.
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METRICS
Many marketers find it almost impossible to measure how their marketing is doing
Many marketers will tell you that the one yardstick that matters is ROI or return
on investment
True, we like ROI a lot But in the real world, we find that ROI can be impossible to
doing more of what works, and less of what doesn’t
LATHER RINSE REPEAT
Look for systems that calculate conversion rates and make them available in a
dashboard format, to support your real-time marketing needs
Leads MQLs SALs Opps Deals
$
Leads: Leads come from multiple sources They are raw, unqualified and generally uneducated about a company’s product or service.
Marketing Qualified Leads (MQL): Based upon
a Marketing Department’s scoring, these leads are deemed “an ideal customer” and ready to
be addressed by a Lead Qualification rep.
Sales Accepted Leads (SAL): A Lead Qualification rep has accepted the MQL and deemed it a qualified lead to reach out to and connect with.
Opportunity: A Lead Qual rep has connected with a lead and they are willing to evaluate the product or service The lead is then passed and accepted by an Account Executive.
Deals: An Account Executive owns the responsibility of the prospect where it is then turned into a new customer.