Marketing Reboot: Turn Your Website into a Lead Generating Machine
On September 13th, we had our Marketing Reboot webinar where we demonstrated effective tactics to turn your website into a lead generation machine.
Thank you to everyone who participated in this webinar. Below is the video recording, slide deck, and Q&A.
- The Evolution of Advertising
- 6 Must-Have’s in Your Conversion Funnel
- Focus on CTA
- Website Visitor Tracking
- Landing Pages & Optimization
- Lead Scoring
- Sales Insights
- Tracking & Reporting
Questions & Answers
- Q: Does Act-On work with GoldMine?
A: Yes. We signed up a customer to Act-On last year, and they could connect to GoldMine through an API. Some of the other marketing automation platforms on the market have some difficulty doing that, but Act-On could, and our customer collaborated with our engineers to create a user-friendly interface for the connector. Act-On is very CRM agnostic, which allows us to connect to multiple CRM platforms, including GoldMine.
- Q: Is there a rule of thumb for how many fields perform best in a form?
A: I've seen forms that, to get a white paper, asked for a lot of your information. What we found is, less is more. You should capture the bare minimum that you would need to be able to do a marketing campaign. Generally speaking, on a form, the first name, last name and email address is something you should focus on. Having more than five fields that someone is required to fill out will lead to what's called form friction and the likelihood of someone filling out that form drops off substantially. So, the rule of thumb is less is more. Get the bare minimum and then through something like Act-On with progressive profiling, you can start asking them for more information as they interact with your brand and as they get closer to a buying decision.
- Q: Who should own lead scoring – sales or marketing?
A: The answer is both. Ideally, when you're using a marketing automation platform like Act-On and combining it with a CRM, you want to have both teams involved because when sales and marketing are in alignment, the sales cycles tend to accelerate because sales is getting actionable intelligence that they need from marketing, and sales follow up on leads that marketing is sending over. Sales and Marketing should work together to decide what values should be assigned to individual actions. Marketing may have one idea, but for instance, if sales is seeing that, when contacts click on a particular page, it leads to an accelerated sale, a higher than standard point value should be assigned to that action.
- Q: Is there a best practice for creating lead scores and determining which landing pages on your website should have higher scores?
A: Yes. To find out which landing pages are converting into true sales, use the analytics and reporting tools that Act-On provides. This is how you’re going to see that, when people click on a particular landing page, the conversion rate is much higher, so you should assign a much higher point value to that to get that lead over to the sales person as soon as possible, because based on experience, we've seen that these leads are converting into sales much more quickly. In a nutshell, see which pages get the most traffic that lead to sales. The pages that are getting the most clicks and the most interaction, those are the ones that you should start adding the higher point value too.
- Q: How do we get pricing for Act-On?
A: That would be something we'd want to have an individual discussion for, because it depends on the CRM that you’re using. Act-On is unique in that we don't charge by your database size. The way Act-On works is we want to allow you to put your entire database into the Act-On platform, but we charge based on your active contacts. An active contact is something or someone that you're going to market to within a particular month.
For example, if you have 100,000 contacts in your database, but on a monthly basis you're interacting with only 30,000 or 40,000, Act-On is not going to charge you for the 100,000, but only for the contacts that you interacted with on a particular month. And that number can change month over month. You don't have to communicate to the same people.
In addition to that, if you were to send multiple emails to one contact within a month, it will still only count as one contact. You may want to talk with our services team about what the best practices for email marketing are. For example, if you send three emails to a contact in a month, it counts as one contact, not three. Our pricing model is different than the industry, which some analysts really enjoy.
Act-On has always been praised for having the fastest time to value. The platform is very intuitive and easy to use. That doesn't mean that it isn’t powerful enough or that it isn’t scalable, because it is, but from an analyst's standpoint, the time to value is very quick. We had a customer that I was working with, who asked if they could they could have a campaign up and running two weeks after signing. And we managed to do it. In general, what we like to see is about a 90 day ramp up in which we’re going to work with you to define your goals and your campaigns, but if there are critical situations, we can get you up and running very quickly.
- Q: How does Act-On compare with MailChimp and ConstantContact?
A: Email campaigns are an important part of any company's livelihood, and email is not going away. MailChimp and other email service providers are just giving you the ability to deliver email quickly. They're not offering you complex analytics behind, such as the ability to see if contacts clicked through a link in the email and they’re now visiting your website. That's something that simple email providers can't provide.
Act-On is a full marketing automation platform. It is connecting everything from not only your email, but your social accounts as well. For example, you can connect all of your organization’s social profiles, schedule content for automatic posting and see how they perform. It's the next step that you should be taking from just simple email campaigns. It's understanding your entire customers’ journey from when they interact with you, to when they make a purchase. Simple email service providers, like MailChimp or ConstantContact don’t have those functionalities. Being able to segment down is another differentiator. By segmentation, you can, for instance, send out a campaign to contacts from the state of Washington, located in certain zip codes, who have interacted with your website within the last 30 days, and have visited a particular page. Getting down to that finite detail is something that a simple email service provider can't do. But with Act-On, we can help you get segment your audience as you want.