The integrated solutions available to you

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1 FINDING CREATE A AN PERFORMING INTEGRATED SOLUTION MARKETING THAT AUTOMATION WORKS FOR YOUR PLATFORM WEBSITE

2 The integrated solutions available to you There are dozens of website analytic tools available to you, such as lead generation and visitor identification. Whether you want to focus on improving your sales ROI or track your marketing results, the technology available to you can be combined to one website solution. It is important to build a solid foundation with an integrated solution of these web tools to get the best results across all areas of your website. This whitepaper will look at the three integrated solutions available to you. These include CRM integration, website analytics and marketing automation. With a number of statistics and facts, this whitepaper will help you establish the best solution for you. Contents: CRM Integration How CRM integration works for all departments Benefits you can expect from CRM integration Why CRM integration should be your priority Website Analytics What Google Analytics currently offer How UTM values can change the way you report your analytics Benefits of integrating insights to your website Marketing Automation What you can expect from marketing automation How marketing automation helps your marketing results Successful marketing automation solutions

3 CRM Integration For growing B2B businesses, Customer Relationship Management is essential to keep track of prospective, new and current customers. While long-time customers don t require much interaction, prospective and new clients do. That is why it is important that any lead generation technology you use can integrate with your CRM. Often, the most successful lead gen tools are ones that already have lead management built in and mimic a CRM system. Integrating your lead identification and customer information together will make your lead management through the sales process that much simpler.= The 4 key benefits of marketing automation are: It can help you prioritise tasks Executes some marketing tasks on your behalf (such as campaigns) Makes you more productive without taking over your job Helps you reach your goals sooner How CRM integration works for all departments The focus with CRM integration is to combine the initial prospect contact process with constant customer communication. Clearly, this is not a prerogative for marketing. It is, however, a key aspect for sales and account managers who need to delight new and current customers. CRM integration for sales works by showing sales executives which of the leads on their website are new business opportunities and which ones are current customers. You can imagine, calling leads and trying to sell to them when they are already your customer is an embarrassing experience. With CRM integration implemented in your lead generation, you can quickly check your CRM before calling the lead to see if they are already a customer account. If it is, the lead can be automatically assigned to the CRM account holder. This ensures there is no crossover between sales and account management. Pre CRM Integration Sales Lead Account Managed Customer

4 Post CRM Integration Sales Lead CRM Integration Account Managed Customer For account managers, their CRM is enhanced with lead generation. It gives them the ability to track which customers are coming onto the website and spot any upsell opportunities. It also gives them the ability to spot brand ambassadors who frequently use the business or look at the website. These ambassadors can be used by marketing to further promote the business moving forward. Benefits you can expect from CRM integration 1. CRM systems offer clarity With one centralised place to access your visitor identification, there is a smaller chance of miscommunication. This will reflect in your business dealings with customers, improving your customer service record. It will also strengthen the relationship between your sales and account management. With the clarity CRM integration brings, it will be clear where the responsibility divide is within each department. 2. CRM integration is a time saver The CRM integration tool itself saves sales a lot of time. Rather than either department having to check their lead generation and then their CRM, they can simply integrate the two together. This is the quickest way to identify the type of lead on your website and who should be dealing with them. Whether they are a new lead for sales or a current customer for account management, the faster the right department interacts with them the more likely they are to create a positive outcome. 3. Lead Gen & CRM together allow you to track website behaviour A good lead generation provider will offer you more than just company identification. For example, they should be able to tell you when a lead last visited your website and what web pages they looked at. Advanced lead gen should also be able to tell you how interested they are in your business with a lead score. This kind of digital behavioural tracking allows your sales and account management team to personalise their response to each website visitor. These unparalleled insights can also be used by marketing to improve your website user buyer journey.

5 Why CRM integration should be your priority It s important for sales and account management to work together closely to ensure that they are winning over their customer every step of the way. Not only are these customers four times more likely to refer your business to a colleague, but they are also more likely to become a repeat customer when they move to a different company. These customer boomerangs are the basis of a brandfocused business. While we ve always assumed brand promotion lies with marketing, sales and account management have the biggest influence with their behaviour. The transition from prospect to new customer needs to be seamless with a number of interactions along the way. That is why CRM integration as a solution to your website processes is essential for businesses looking to grow exponentially in the next 3-5years. Customers who have a good business experience are 4x more likely to recommend your business to a colleague.

6 Website Analytics Of course, you may be looking for an integrated solution that improves your initial lead generation results from your marketing campaigns. Website analytics and reporting can often be a seen as an additional tool rather than an integrated solution. However, it s surprising how integrating your website analytics with your lead gen tools can improve your results. What Google Analytics currently offer Many businesses assume that Google Analytics will have the widest range of behavioural website tracking tools available to them. While the internet giant certainly offers a wide range of visitor segmentation options, accessing that information can often be complicated and not user-friendly. But they do provide you with free detailed website data. So you would be forgiven for thinking that just using Google Analytics alone with your website would be enough of an integrated solution for you. What if we told you, you could extend the information you receive from Google Analytics? For example, while GA can show you the following data, you can discover more by investing in tools that specialise in each element of data reporting. Companies on your website While GA can reveal around about 10% of the companies visiting your website, IP Lookup can identify up to 90% of your website traffic. This all depends on the database of IP addresses that the company is using. But it goes to show the difference in what Google Analytics can offer in terms of visitor identification compared to identification tools with their own analytic tracking. Suppressing your own IP Of course, one of marketing s biggest goals is driving traffic to the website. However, you must consider that a number of your own employees will be accessing your website for their day to day job. This can skew your marketing reports, resulting in a lack of trust in the current marketing campaigns you are promoting. To remove this element, you can suppress your own IP address so employees do not turn up as new leads. More advanced lead generation can also separate out your customers, partners and suppliers. This allows marketing to truly report on the new business opportunities they are creating. Finding more detailed data Google AdWords are a big part of your marketing strategy, particularly when it comes to SEO and PPC campaigns. Currently, Google can only report on your SEO ranking and how well your PPC adverts are performing. However, there are website tracking tools that allow you to identify the leads who are interacting with your PPC campaigns. This can influence your marketing budget in ways Google Analytics has yet to report on. In summary, Google Analytics is a great starting point for all websites. But if you truly want to make a profit on your marketing strategies, you need a more in-depth website analytic solution integrated into your website. The more detailed the data you receive, the higher your website will perform.

7 How UTM values can change the way you report your analytics If your marketing budget is the real area for concern, UTM tracking may be the solution you need to implement. The reason most look for an integrated analytic solution is to track website behaviour. With UTM tracking, you can take that one step further by identifying the lead who is showing the behaviour. UTM stands for Urchin Tracking Module. Five years ago, Google bought Urchin and rebranded it Google Analytics. Therefore, UTM values are insights within your Google Analytics. UTM tracking allows you to track which of your Google AdWords are performing. To gain more insights into your website traffic, such as where they came from and what search terms they are typing into their search bar, UTM tracking is the solution. Track which campaigns are bringing in the hottest leads and converting your traffic to improve your website results. For more information on how to implement the UTM tracking within your Google AdWords, read our UTM guide. Benefits of integrating website insights to your website Website insights and analytics are the backbone of any marketing strategy. Gone are the days of guess-work. Marketers can now establish what is working on their website and which areas could use improvement. With data flooding your website every day, marketing has a hard task keeping track of it all. This is made ten times harder when using different platforms to track your lead generation, visitor segmentation or website behaviour. With one integrated analytic solution, you can identify your website visitors, track their behaviour and track which marketing campaign they came from too. This gives your marketing team one pipeline to work with. With a website insight solution that also offers segmentation, you increase the detail of the data you are tracking. Understanding every aspect of data is how marketing can truly improve their campaigns in future, improving your other processes in sales and account management too. Indentify Track Individual Track Campaign

8 Marketing Automation The ultimate integrated solution, marketing automation is a suite of technologies designed to streamline, automate and measure your marketing results. With the marketing role expanding, using web analytics to understand your data is just the first step. Marketing automation enhances the solution by allowing your technology to act on what the data is reporting. The main reasons top-performing businesses invest in marketing automation are: Its ability to prioritise your tasks Executes marketing tasks on your behalf, such as campaigns Helps marketing departments nurture leads through to sales sooner Obviously, the ideal integrated solution not only acts on the information it receives, but it also works with all the fundamental website technology discussed in this whitepaper so far. For example, it is not enough to simply rely on CRM integration without offering any benefit to marketing within your solution. Similarly, you shouldn t offer to integrate a website analytics option that doesn t directly benefit sales or account management. We believe that is the reason 79% of top performing businesses have turned to marketing automation as their integrated solution of choice. 79% of top performing businesses use marketing automation What you can expect from marketing automation Currently, marketing automation has been linked to many marketing platforms. Of course, the most effective marketing automation solutions use marketing to nurture leads with time-appropriate, compelling content. This eventually leads to the prospect being converted into a hot lead for sales to close. However, we believe a successfully integrated solution shouldn t just help with lead nurturing and closing (the final two stages of the sales process). The first two stages of the sales process, which marketing are responsible for (attracting and engaging website visitors) still need to be addressed in your marketing automation. While there used to be no technology to help these stages, there is now with the IP lookup and visitor tracking tools we mentioned in the previous section. We believe having these tools within a marketing automation solution can help at every stage of the sales process. It is simply a case of finding a company that offers a combined lead gen, CRM & marketing automation platform. How marketing automation helps your marketing results Before marketing automation software solutions could include other tools such as IP Lookup, they were measured based on the traditional performance structure of an campaign. I.e. open rates, click rates and unsubscribe rates. However, advanced solutions allow you to measure more than just your engagement levels. You should also be able to measure the improvement in the quality & quantity of your leads as well as how

9 many convert month on month. To do this, use your pre-marketing automation results as a benchmark when you start using your marketing automation system. You can still track the marketing automation in the same manner, but you will find that you have to measure your lead attraction and conversion rates in a different way. With a system that features lead nurturing tools, CRM integration and web analytic capabilities, you will be able to monitor and measure each stage of your sales pipeline. Overall, if you use your software as we have recommended in this whitepaper, you should see an improvement in: The quality of your leads The quantity of your leads Your marketing productivity A higher conversion rate, even if there is a slower sales cycle speed Finding your key performance indicators will give you an idea of what may need slight adjustments or improvements to give you the results you are after. Successful marketing automation solutions Like any other successful integrated solution, the end result with marketing automation is to generate new revenue for your website. To do this, the integrated solution you choose needs to identify website visitors, track website behaviour and report on marketing channels. From there, marketing automation also needs to help you act on your results to encourage conversion and ROI results. The definition of an integrated solution is to offer all your website technology in one area. If you do decide to integrate marketing automation as a website solution, you need to make sure it offers a full range of technological needs to meet the following requirements. 1 The solution integrates with your lead generation 2 Your solution integrates with your current CRM 3 Your integrated solution drills down into as much detail for data as possible 4 You have a lead management process that works for both sales and marketing.

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