V1.01

The webinar will begin in just a few moments….

Powering Your Inbound

Machine: Creating an Inbound

Website

Powering Your Inbound Machine

#InboundWebsite

Jim CarneyInbound Marketing Manager

Ektron@JimmCarney

Bob Canaway VP of Marketing

Ektron@BobCanaway

• For audio choose “Use Mic & Speakers” or “Use Telephone” in your Audio window

• Submit your text question using the Questions pane

• Note: A recording will be made available

HOUSEKEEPING

How to participate

• Founded in 1998

• Headquarters in Nashua, NH

- Worldwide offices in Australia, Canada, and the United Kingdom

• 200+ Employees

• Over 3,700 customers and 12,000 sites

MISSION: Empower marketers to connect content to revenue through best-in-class solutions for WCM and DXM

WEB CONTENT MANAGEMENT

Create, deploy, and manage enterprise-scale, global, dynamic websites.

DIGITAL EXPERIENCE MANAGEMENT

Personalize, analyze, and optimize content delivery to digital channels – web, mobile, and social.

About Ektron

The Way Things Were

The Old Way• Tactics:

• Email• Email• Email• Tradeshows• Email• Email

• Email outstripped other marketing by 2:1

• Results: • Cost per lead way

above industry norm• Cost per qualified leads

unreasonable• Reputation as a

“spammer”• Low Conversions

There Has to be a Better Way

EVERYONE IS TIRED OF MARKETERS INTERRUPTING THEIR LIVES.

IT’S TIME TO CHANGE THE WAY YOU

MARKET TO YOUR CUSTOMERS – AND THAT MEANS FOCUSING ON

CUSTOMER EXPERIENCE

UNDERSTAND YOUR CUSTOMERS

Creating content and mapping it to the buyers journey

Digital Experience Management

BE RELEVANT

BE CONSISTENT

ANALYZE+

OPTIMIZE

GET FOUND

The Way Things ARE

The NEW Way• Tactics:

• SEO• Syndication • Social• Tradeshows• Nurturing• Referral • Email

• Our mix is much more balanced

• Results: • Cost per lead below

industry norm• Cost per qualified leads

sustainable• Reputation as a

company that practices what we preach

• Targeted content converts at 2x the rate

Take Control of your Content

Engage Your Visitors

Always think about these questions when you blog

• Who is this piece of content for?• What stage in the buying process are

they at? • Be social, not sales social, just be

social. • Follow the 10:2:1 rule

CONVERSION: WHAT YOU WANT TO HAPPEN

Awareness

ConsiderationConversion

Visitor

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

CONVERSION: WHAT REALLY HAPPENS

AwarenessConsideration

Conversion

Visitor

WAYS TO TARGET CONTENT

Anonymous Visitors• Geolocation• Search term• Industry• Company• Time• Device type

Known Visitors• Geolocation• Search terms• Industry• Company• Title • Role• Customer status

(prospect or customer)• Social graph• Behavioral attributes

(previously consumed content)

Example of Content

Targeting

How and What to Measure

-Search terms-What people are looking for-Frequency

-CTR of your site-Video drop off/interaction-content clicked-Time-frequency vs recency -Visitor flow-Device accessed-GeoLocation

-scroll speed-social sharing/social profile-company-time spent on certain pages-most popular content-video drop off

-Name-Industry-content consumed/interacted with-Email-Buyer status-ROI of online marketing efforts

-Proprietary insight tailored to your specific goals

SearchVisit 1• Your

site• Video

THE BUYER JOURNEY

WHAT THEY DO

YOUR INSIGHT

ANONYMOUS VISITOR CUSTOMER

SYSTEMS

Visit 2• Consume

Tweet• Read blog

Visit 3Download premium content

KNOWN VISITOR

or

Most Important Metrics to Track and Measure

# of visits to any particular piece of content

# of desired actions taken as a result

Your total overall number of leads

# of visitors to your site that give you lead information (MQL)

Total amount of marketing $ spent# of Marketing Qualified Leads(MQL’s)

# of total leads produced# of total leads closed

Conversion Rate

Percentage of Pipeline

Acquisition Cost

Win Rate aka The Holy Grail

Powering Your Inbound Machine

#InboundWebsite

Jim CarneyInbound Marketing Manager

Ektron@JimmCarney

Bob Canaway VP of Marketing

Ektron@BobCanaway