Empower Your Business with airSlate SignNow for Converting Traffic into Leads for Corporations

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good afternoon everybody and welcome to the webinar transforming anonymous website traffic into leads my name's John Cheney and we're really going to spend the next 30 to 40 minutes talking about how we can help you maximize your investment in marketing and convert more of your website racket traffic into actionable leads so in terms of the agenda for today we're just going to set the scene a little bit to start with what are the current challenges we all face as marketing teams in converting our leads then we're going to talk about how web insights can really help achieve some of those outcomes and then we'll drop into a very brief demonstration of the platform so you can see how it really works in the workbooks environment so let's start with the challenges as marketers we're all busy investing time money and energy in driving traffic to our websites that's from various different sources paid search social media clearly email marketing is the cornerstone of most organizations marketing strategy blogs social media etc and all that is costing us time money and energy to drive people to the website and once we get to the website we've got lots of information about what those visitors are doing so what pages they're visiting what content they read how many times they've been backwards and forwards to the websites but a key challenge for us is all that data is anonymized we don't really know who those people are and the very first time we find out who those visitors are is when we can convince them to convert through a form so most of us are driving people to some kind of conversion page on the website whether that's a contact us form or a white paper download or a free trial but that's really the very first time that we get some indication of who those visitors are and what they've been interested in and typically if you're getting a two to four percent website conversion rate you're doing reasonably well so we're driving a lot of traffic to websites but it's challenging as a marketeer to understand which of those are converting through and who those people are on your website so let's let's hope they convert through the form and then what do we do well at the very least we don't you send that email out to yourself theme so our sales team know there's a new lead to follow up and we hope your slightly more sophisticated than that and that leads actually going straight into your CRM platform and providing actionable insight for your sales team to follow up on but currently it's actually pretty challenging to get the knowledge and contents that we learnt during the website phase into the sales and marketing team so by the time it converts through the form typically we lose details of what pages they've used how many times have been on the website what content they've read and so on so we've just got a pretty basic lead to start the next page in the sales next stage of the sales follow-up process with but what if he was a bit different what if we could identify those visitors on your website before they completed that conversion form and we could use that information to drive more effective campaigns what if we could enrich that information not just with their company details but details about revenues industries and they operate in number employees that they use what if we could spot which visitors are in the buying cycle based on the pages that they're viewing so you'll know that certain pages on our website are more indicative and buying made yeah so looking at pricing pages or case study pages very different from those of those visitors but looking at recruitment pages for example and what if we could combine that knowledge about their digital footprints with the knowledge we already hold about those people inside our CRM platform knowledge that our sales teams have develops and augmented and we've learnt over the years of engaging the prospects and customers if we can do those things then we believe that from a marketing perspective we can build much more effective marketing campaigns build lead nurturing campaigns that target the right sorts of people that will drive conversion rates and ultimately drive more leads through to the sales team and from a sales perspective we expect sales to improve their execution they'll have better knowledge about those leads where they came from what people are interested in when they were navigating through your website and hopefully we can help them close deals more effectively by providing them with knowledge of website traffic in from through the sales process and that's really what we're going to talk about for the next 2025 minutes is how were books where insights can help you do those sorts of things so the core of web insights we really do combine web analytics with the content that's already held in your CRM system so we're combining together details about website views page views page they visited page schools and I'll talk more about that and we're combining that with the knowledge we've already got inside CRM details about people the organizations they work for whether they're active pipeline prospects they're in our sales funnel today whether they've been in our sales funnel in the past or whether they're completely net new to us and the combination of that information will allow us to drive more leads close sales more effectively and reopen opportunities that perhaps have gone cold or stale in the past so let's take a step back and talk a bit about web analytics so I'm sure pretty much all of you will have analytics on your website nearly everybody will have Google Analytics and Google Analytics is fantastic at providing us with details about what goes on across the user journey on our website but it's completely anonymous we don't know who those users are and the very first time we find out is when they convert into some kind of form and there are some technologies around technologies like Lee forensics how the spot can be do Gator leads that actually will do a better job of identifying those visitors helping us identify organizations and individuals why cookies that are on your website and that's really what workbooks web insight does to start with we can replace that technology with a technology that's much more integrated into CRM and in our case we built workbooks web insights on top of their technology from a company called communicator so that's part of a gator leads technology you may have seen before and that really is what powers part of our webbing site solution so what does web insights actually do well fundamentally and identity Anonymous is on your website creating more leads it enables us to score their digital footprint so we can identify what pages they viewed and which of those indicate buying signs we can enrich that data not just with the company names and people names but also with other data that can help us decide whether these are the right sort of prospects for us and we can synchronize all of that content with workbooks CRM and into CRM to really maximize the opportunity we've got of driving new leads and new sales from that data what we're going to talk about now is how that actually works so how does web insights identify new visitors well at a very basic level we start by adding tracking code to your website very similar to Google Analytics it needs to go on pretty much every page of your websites and it's relatively straightforward to add we group things like Google tag manager then as visitors come through your website we will look up every IP address that we that we see and we will benchmark it against a database to identify organizations that are on your website and we automatically filter else ISPs cafes hotels we get about a 40% hit rate of people visiting most corporate b2b websites and with that we can identify the organization on your website but at this point we can't yet identify the individuals and that's really the next phase of this so using cookie technology we can actually combine that with some email marketing techniques to identify the visitors themselves the individuals that are on your website and use that information to drive our marketing agenda now let's just start with IP address lookup so what typically would you get back inside CRM if all we can identify is the organization by IP address so here's an example of a new lead in workbooks and what you can see on the screen is I've got details about the organisation their address the industry that they're in and I've got augmented on that lead details from the in-flight platform so number of employees their revenues their score so their total digital footprint score and their score over the last few days and a short summary of you organizational information that we've been able to capture that data is fully automatic so adding all that information automatically to the CRM platform just by the very fact we've identified that this organization is on your website however at this stage we don't know who the person is on your website and so what we can now look at doing is how do we use email marketing to help us identify the individuals so from an email marketing perspective we can start by building a segmented campaign inside our CRM platform identifying the types of organizations that were looking to target and building up a mailing list of those organizations and people that we want to actively drive to our website we're going to integrate that with our email marketing tool and we're going to send out a mail shots to that mailing list but importantly the call-to-action that we use inside the mail shots is going to include a personalized URL I'll explain more about that a few minutes but that allows us to connect the individual person to the website then hopefully your content will be compelling enough that they will visit the website and what happens at this point is that we will drop a tracking cookie down onto their PC and that connects that individual so that mail shot back into the CRM database and then what we do is we synchronize all that Analytics information between the CRM platform and the website analytics platform and completely closed the loop so by creating a marketing campaign in CRM creating a metal shop to our target audience by including a personalized URL in that mail shots which allows us to identify that individual person we now know that that person was on your website and moving forward we can see all of the web pages and all of the interactions that they've had with your websites from this point onwards unless of course they clear their cookies or brows and honestly on your websites but assuming they don't do that without complete visibility of their website user journey inside the CRM platform so now we've identified the users this is how we would build a mailshots that creates that personalized URL so on the left hand side you can see a mouth shop that you may have actually received from us so this is an email suggesting that you read our are calculating ROI white paper and the call-to-action the download buttons contain a URL and that URL uses what we call URL parameters to embed on the end of that the email the personal email address of the recipient that's receiving the email now if you're using the email marketing platform that we are about to launch later on this quarter then we will do that for you automatically if you're using an email marketing platform why don't mail or mail chain for example connect into workbooks then you need to craft that URL using the substitution tools then those email systems do provide but it's entirely possible with those sorts of platforms and what that personalized URL does is allow us to connect back the clicking of that call-to-action to in this case Sheryl so we know that it was Cheryl that clicked on that link but also when Sheryl comes back to the website either via this email or just directly back to the website that come she's come straight back to the workbooks on website separately we can track that user Jay so the next phase is having identified the individuals we really want to funnel those down to be the individuals that we think are most interested in moving through the marketing and sales process to the next stage people that are in the buying cycle and we can also do that with web insights so part of the configuration of the web insights setup is that you can rank and score the pages on your website with different values so an individual in our case for example looking at our pricing page we're looking at case study page we would score more highly than somebody who is looking at a knowledge base for example because that might be indicative of a customer or somebody that's reading our recruitment pages who's much more indicative of somebody that is looking for a job here or is a recruitment consultant trying to sell us their services and we can track that over time because it might be that your prospects as we know don't do all their research in one day they may come back to your website over a multiple multiple visits and we can build up their scoring based on the different pages that they're seeing and the amount of times that they've been to your website to drive those visitors to the top end of your funnel with the highest score and be the ones that are most likely to convert into real prospects and then ultimately into real sales so with the insights technology we can firstly identify visitors earlier in marketing and engagement process and we can score those visitors that we believe are most likely to move forward into the purchase process and by some technology from us so how does that actually work well what we do first is we need to implement the tracking code on your website it's a relatively straightforward exercise if you want to try the technology with us we can make that tracking code easily available and it's pretty simple to put it on next to Google Analytics and it's now tracking all the visits the next stage is we need to connect the tracking code to workbooks and there's our connector in workbooks that you can now use and again you can try all that and our support team will actually set it up for you if you ask them so we'll do it for you automatically and that will start taking all of the online activities that we see from your website and bringing them into workbooks as an online activity record and then in addition to that we will connect those online activity records into the existing records that you've got inside CRM so we will connect them to organization records if we can connect the online activity to an organization via their domain name for example we will connect it to a person record if we can match the online visitor to an individual person via their email address and using the tracking URLs I was talking about VAR email marketing and if we can't connect it to an organization or a person in your existing database we'll create your brand new lead for you to follow up and you can follow up the lead as a potential new inquiring for your organization so an online activity record in workbooks looks like this we've got details of the online activity the type in this case a page view we can see the action in this case the page that they view and down here we've got the detailed URL of the the actual page that they viewed we've got when it occurred we've got a score associated with that activity accessing the pricing page and we've got the individual email address of the person that accessed the page and because we've got that we've been able to connect it to an individual person record in workbooks and we've been able to connect it to a organization record in workbooks so now we've got online activity records inside the CRM platform we can begin to identify three different types of users or visitors we can firstly identify new prospects prospects that either we didn't have in the database at all then when they were in our CRM system at all and they've been generated as new leads all we can identify organizations and people inside the workbooks database they have had no previous engagement from us ie there's been no sales lead or sales opportunity or engagement from from the sales team in any way but on the back of our successful marketing activity they've now been engaged enough to come to the website and we can see who those people and organizations are and which ones are accessing the website on the back of your marketing activities and I'll show you in a few minutes what that looks like in the world of CRM system but we can also identify people that have been engaged by sales so we can identify those people and organizations that have an open opportunity in the workbook system and that's very powerful for your sales team that are developing relationships with prospects to know that they're re-engage with you and specifically what pages on the website are they visiting so they could be visiting in our case the implementation pages they could be looking at the integration pages and all that might inform our sales team on how best to approach the next stage of the sales process with a climb if if we know they've been looking at the building our ry pages on our website maybe we can offer to help them put together the business case to invest in CRM so webbing folks won't just help you generate more leads but it will help your sales teams close these listing opportunities of they've got more effectively and more quickly it'll also identify those organizations and people that you've either qualified out of your sales process because you couldn't get them engaged or maybe you've lost deals with in the past but I've had some engagement with and we can join all that data up together the last community of people that you can see using insights in solve is your existing customers and that may be relevant to help you improve your customer services delivery again we use that information to see which of our forum pages for example are being read by which sorts of customers that enables us to tailor our content delivery online based on these pages are very popular we need to do more of those or these pages aren't very popular at all we need to improve the content or the navigation to those pages so they're more accessible to a user community so those are the three communities of users that we can reach via web insights and really understand and identify inside your marketing and CRM prospect base how we progress those in the right and most effective way so for those of you that are workbooks customers then this is the sort of reports that you can use to help you drive that agenda now it's quite a lot of detail on this report so let me just explain what you're looking at and you can see how we can use it so this is a report of online activities including the person name of the person that was on the website the organization they work for their role whether they're any open opportunities for this company sorry any open opportunities here whether they're any closed opportunities for this organization what a mystery they're in what our revenues are our country and so on and what they're in Skype insight scores are so we can see these people here have been the most active and have the - slight score over the last 30 days these are these people here have got the highest in skites in sight score over the last seven days so I can also see whether they've been downloading content and how many pages that they viewed on the website so let's look at this information in a bit more detail and let me highlight these two rows so what I can see here is I've got two people both from the same company that have been on the website both have been pretty active they've viewed over 63 pages between the two of them but importantly they're both attached to an organization where we have an open opportunity associated with it in this case you can also see they've got some closed opportunities as well so they've been involved in our funnel before but the sales guy that's running those opportunities will want to know that they're on the website what pages they've been looking at and how they might help him develop in the next stage of the sales process let's look at this one so these guys are in our database Adrian's in our database looking at the industry that is in and looking at country that is in there in the right profile for us that the right sorts of organizations that we would want to follow up but I can see there's been no opportunities at all with this individual or organization so this is a net new opportunity for me we can begin to develop that and understand where there really is an opportunity for us to reach out now at this stage you might decide to do more marketing nurturing or you might decide to have the sales guys pick up the phone and attempt to follow up but at least then we've got visibility of that and we can see what the right course of action is going to be based on the analytics coming off the website and then lastly we've got this bit of data down here and we can see that Krystal has been in our pipeline before didn't successfully convert last time but clearly is interested again now and so we are going to keep an eye on that opportunity over the next few weeks and see whether we can drive more engaging contents to raise our awareness racer school so we can move our through into the next phase of the sales next phase of the sales process so let me actually log into workbooks and show you what that really looks like so bear with me a second while I do that one you so I've logged into workbooks now and I brought up a dashboard which is what we call the web insight dashboard and I'll come back to that and show you how that works in a bit more detail in a second but I'm just going to start down here by looking at online activities so if your workbooks customer and you're you're now using the latest version of alerts which you all will be then online activities are now standard part of the product but these are populated by the workbooks connector and they give us details about who's been on the website and what they've been looking at and if I sort this by score for example you'll see the highest scoring pages on our website and in this case this is all about looking at these pages the pricing page all these pricing pages were viewed and I can see here the individuals and the organizations that have been viewing those pages so I go and open up Henri's record you'll see that Henry now has this online activities tab and this online that killeth his tab will show me all of the pages that he's been looking at over the past few days or few weeks what schools they've got where he's going and what are you doing and I can leverage all that information to decide how best to follow up this potential either existing prospects or potential new opportunity for the system I'll also get information like this so when was your last summer play or on this on the system what's his score over the last 25 days 30 days 3 what's he score over the total life of his website engagements so what we're doing here is we're adding information directly to the people records with a summary of their digital footprints we're adding details of their online activity records against the individual person and then using the reporting tools that we've got in workbooks we can report all that information in the context of our the marketing pipeline so here you can see now on this dashboard I've got all of the new leads that were generated by our insights I can see their scores and based on the scores we can give them all different star ratings so from a sales perspective I'm going to follow up the leads that I've got the highest rating as my net new lead into CRM and down here I've got a similar report or when I showed you on the slide of organizations with open opportunities that were also recently on the websites and what their last website date visit was and their number of employees and so on so these are the people you're going to follow up next inside your active pipeline so hopefully just a brief flavor of how the insights technology manifests itself inside the workbook CRM platform and how you can use the information to join together your digital footprint of your website visitors with a CRM data so to give you some idea of cost because that question nearly always comes up on these these sorts of webinars it's based on the number of page visits that you get per year so if you get below 8,000 pages visits a month to your website then the insights technology will cost you about 150 pound a month if you get less than 50,000 visits 550 pound a month and swords you can see that detail on the screen and as a summary web insights is all about helping you really maximize your return on investments so we're doing great marketing activities driving great people to our website great content but it's about identifying which of those visitors are the most active the hottest and allowing those to move through the sales process more effectively identifying which of your visitors were already engaged in yourself pipeline and using the information to drive sales behavior and convert deals more more effectively they invaluable insight to close your sales cycles make sure you never miss an opportunity identifying those people that are coming back and Riaan gauging and also maximizing the opportunity for upsell and cross-sell from your existing customer base by identifying which of your existing customers are browsing parts of your website that would indicate they're looking at products they haven't already purchased from you and ultimately using those tools to help you deliver a better service for your clients so hopefully in that 30-minute session we've given you a pretty good insight pardon the pun on how you can use web insights to improve your marketing improve your sales execution if you're currently workbooks client you're welcome to sign up for a free trial of that and that will provide us I think real insight again pardon the pun on what's going on with your website and how that relates to the CRM data that you've currently got the trials relatively straightforward to set up so you've got to set up the tracking code on your website and the connector but we'll the connector for you and it's also worth mentioning that as well as these slightly more strategic webinars that we run we also run regular online webinars to help customers improve their adoption and success of workbooks and you can sign up for all of our webinar series from that URL so I'm hoping that were useful and I'm going to open up the session now to a few questions so if you've got any questions please add them into the questions box I'd also like to add that we are going to send out a copy of this presentation in email to all of you so you don't need to write down all the details on the screen all those will go out and there will be a recorded version of this webinar on the website later on that you can also use so um can I open up so any questions [Music] so the first question I've got is we have a lot of webpages do you recommend we score all of them or where you echo Emily starts so when you first implement insights we will begin to track automatically all of the pages that are being viewed by your users inside the insights configuration tool and then we will help you identify those frequently visited and from that you can decide which ones you want to score so you don't need to score every page by default will give every page a scoring of one and what you're really going to do is look to score those pages that you think are most relevant to identify potential converts so typically that might be twenty or thirty pages of course your website's not going to be hundreds and hundreds you want to focus on those that are the most leading indicator of a potential buying prospect so second question how do you recommend we notify our self seems to follow up on the website activities so I know depends a little bit on the way sell things are structured but broadly speaking I articulated that there are two sorts of prospects we identify those that are met new so those are either create new leads or new online activities against existing people and organization records those might typically go into a business development team or a qualification team and you can use email reports or dashboards coming out every day to identify those leads or people that fall into that category for your sales teams to follow up and then the other sorts of online activities you typically identify those to your existing prospect base and how do we and again you can use email reports to segment those to the other sources how things okay if you've got open opportunity records associated with those people and organizations then those emails would be sent to the salespeople that are assigned to those individual opportunity records so a question about b2c how does this stuff work in the b2c environment it absolutely absolutely works in the same way we can identify people via email we can also identify email people via form fields and if you're in a beef sea world then you have some added benefits here really because often you're selling online or driving people through a conversion process on your website and again we can bring that same analytics data into the CRM plan so if for example you have a shopping cart or checkout process on your website in a big sea environment we can also pass the cookie information into the website analytics platform at the same time so we can identify those individuals that have converted through the website in that way again if you're a b2c customer you could also potentially store the order history inside workbooks because we have all the order order records inside the CRM platform that you could you could also see so in some ways if you operate in a busy environment you can you got more capability with this because you can see people converting through your website you can see what pages they're visiting through the website and you can also store the order information through the checkout process inside CRM that really does give you a fantastic way of joining up the ROI because you've got real order data sitting alongside the web analytics data to work out with your marketing campaigns are being effective so it says you've been unclear about how you identify any individual from an organization's IP address so to be clear we can't identify an individual from an organization's IP address we can identify an individual based on the fact that you sent them an email and that email was compelling enough for them to come back and visit your website so we identify individuals earlier in that process by connecting together email web analytics and CRM into a joined up set of tools that allow you to do that and you will be able to do that with pretty much any mainstream email marketing platform that you're using or clearly if you're using ours that would be automatic but there's a little bit of work you need to do with email marketing tools to make sure that we're sending out the right kind of URLs on the call to actions to make sure we can track the individuals from that process so do we have any further questions okay well I think that's the the last question for today so let me take the opportunity to thank you all for your time I hope you found that session useful and as I mentioned that recording will be on the website and will be fired up by our email in the future and if you are interested then please find out for the trial and see what kind of insights you can get from own size technology thank you all very much