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Business to Business Forum

Business to Business Forum. December 5, 2006 Paul Slack CEO www.webdex.biz 469-568-4200. Agenda. 1. B2B Sales Cycle. 2. Who to Target. 3. How They Search. 4. Developing an Internet Marketing Strategy. Research Possible Solutions. Short List of Vendors. Go to Bid.

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Business to Business Forum

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  1. Business to Business Forum December 5, 2006 Paul Slack CEO www.webdex.biz 469-568-4200

  2. Agenda 1 B2B Sales Cycle 2 Who to Target 3 How They Search 4 Developing an Internet Marketing Strategy Connecting Customers to our Clients

  3. Research Possible Solutions Short List of Vendors Go to Bid Search Engine Marketing Make a Decision B2B Sales Cycle Uncover Need Connecting Customers to our Clients

  4. Awareness 8.7% Consideration or Research 68.3% B2B Opportunity Decision 42.6% Purchase 28.2% Buying Funnel Search Engine Buying Funnel Source: Enquiro Connecting Customers to our Clients

  5. Targeting Your Audience Two critical players who will use search engines …..and they search differently. • Influencers • Decision Makers Connecting Customers to our Clients

  6. Influencers often begin a sales cycle Influencers • Specific Searches • 4 or More Words • Looking for a solution to a problem • More likely to respond to a “Call to Action” • Will typically bite on: • Comparison Matrix • Webinars • Trials, Demo’s, etc. • Sources of Content • Spec Sheets • White Papers • Product Pages • Newsletters How Can You Make Their Job Easier? Connecting Customers to our Clients

  7. Nerc 1300 White Paper Offer to download white paper Influencer Example Connecting Customers to our Clients

  8. Results (H1) 93 Extremely Targeted Leads Over 17% Conversion Rate Connecting Customers to our Clients

  9. Need to be found for validation Decision Makers • High Level Searches • 2 or 3 Words • Company or Competitor Name • Industry Segment • Less likely to respond to a “Call to Action” • More likely to pick up the phone and call. • Or delegate the research to someone else • Sources of Content • Home pages • About Us pages • Comparison Matrix Connecting Customers to our Clients

  10. Call to Action Extremely Competitive C-Level Ad Bulleted Benefit Statements Targeting Decision Markers Connecting Customers to our Clients

  11. Internet Marketing Strategy Websites don’t exist for their own sake, but to fulfill a specific purpose and to satisfy a specific consumer need. • Define • Goal and Objectives • Target Audience • Conversion Activities • Budget • Resources • Measure • Performance Goals • Cost Per Lead • Cost Per Acquisition • Refine • Make Changes for Improvement • Create New Objectives Connecting Customers to our Clients

  12. Comparative Analysis (CPL, CPA & Breakeven) Cost Per Lead: • Cost Per Acquisition: • CPL X (lead:sale ratio) = CPA • $371.79 X 4 = $1,487.16 • Breakeven Analysis: • Online Marketing Budget / CPA • $100,000 / $1,487.16 = 68 Sales • 68 X 4 (lead:sale ratio) = 272 Leads Connecting Customers to our Clients

  13. Summary • Remember to: • Begin with the end in mind • Who are you wanting to target? • How do they search? • What do you want them to do on your site? • How will you measure success? • Identify the content that would be of interest to your search visitors. • Make sure targeted visitors can find this content when searching. Connecting Customers to our Clients

  14. How to Contact WebDex Paul Slack Phone:469-635-4200X100 Email:pauls@webdex.biz Website:www.webdex.biz

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