Increasing Adoption of Unified Communications with Proven Marketing Campaigns. Sarita Harris, Senior Director, Marketing

Transcription

1 Increasing Adoption of Unified Communications with Proven Marketing Campaigns Sarita Harris, Senior Director, Marketing

2 Agenda Highlights from End-User Research B2B Purchasing Environment Reaching Influencers and Decision-Makers Campaign Results #BC14 BROADSOFT CONNECTIONS 2014 PAGE 2

3 End User Research Survey Says

4 Research Approach Overview Conducted one-on-one interviews in major US cities Distributed survey in key European countries Targeted participants in key verticals Government, Financial, Legal, Education, Retail Healthcare #BC14 BROADSOFT CONNECTIONS 2014 PAGE 4

5 Shared Work Conditions Across Verticals Overwhelmed and frustrated by Consider presence vital component of any offer Interact with at least 10 different people everyday Believe all information is time sensitive, time is money Colleagues work remotely, from home or on the road Video least used feature due to poor quality Unsolicited webinars with talking heads not engaging or helpful #BC14 BROADSOFT CONNECTIONS 2014 PAGE 5

6 Unique Conditions by Vertical Government Very knowledgeable group appreciated the unifying of communications Most believe their agency technology is behind the times Financial Smaller work-world Presence & screen sharing seen as most valuable services Legal Tech savvy, quickly recognized UC productivity benefits Greatest, immediate recognition of need for external participant options #BC14 BROADSOFT CONNECTIONS 2014 PAGE 6

7 Unique Conditions by Vertical (cont d) Education: Most diverse vertical Primary schools saw limited benefits Universities & private companies with multiple locations saw greatest value Communication not time sensitive, unless an emergency Retail: Most intertwined work & personal life Significant personal phone usage at work Always on, even when not at work Healthcare Most varied use cases Most frequently stated video usage #BC14 BROADSOFT CONNECTIONS 2014 PAGE 7

8 UC Benefits Key Messaging Presence: Know with a quick glance if someone is available, their time zone, in a meeting, on the phone or offline Instant Messaging: Immediate answers to quick questions, speeding decision making and reduces volume Desktop Sharing: Easy collaboration and information sharing, from project status review, to document development of sales presentations File Sharing: Speeds information sharing during meetings. Overcomes file size constraints Video: Builds consensus and camaraderie among remote and geographically dispersed employees. Ensures efficient collaboration through visual cues. #BC14 BROADSOFT CONNECTIONS 2014 PAGE 8

9 Vertical Messages Education: Reinventing the study group, online learning becomes more connected, not a distance experience. Flexible, safe work environment that provides institutions with the ability to improve efficiency, delivering services that attract and empower the best and the brightest. Government Advanced UC services provides organizational innovation and agility from a secure, cloud solution. Enables agencies to quickly scale and deploy employees with demand peaks or when the unexpected happens Hospitality Keeping employees connected, enabling them to swiftly engage and dispatch key staff and resources ensure they deliver a superior guest experience #BC14 BROADSOFT CONNECTIONS 2014 PAGE 9

10 B2B Purchasing Environment More complex, more stakeholders

11 Process getting longer, more complex More executives involved in buying decision An average of 6 executives are now involved and half of those involved do not hold a technical roles More detailed ROI analysis 51% conducted a more in-depth ROI analysis compared to 30% the previous year More time spent searching and researching 58% of B2B buyers reported spending more time researching purchase compared to 48% in last year s study. Source: Text100 Influence Index- Paving the Path to Advocacy #BC14 BROADSOFT CONNECTIONS 2014 PAGE 11

12 Information vital to buyers during initial stage Research conducted to better understand problem or identify. Searches, vendor websites and peer reviews most common sources Prefer content white papers, case studies, video and infographics #BC14 BROADSOFT CONNECTIONS 2014 PAGE 12

13 Search most common resource for buyers 72% of product research for a future business purchase begins on Google 70% conduct further research 2 to 3 times before seeking approval to purchase As research deepens, search terms become more refined 76% prefer different content at each stage of the research process 70% prefer content that is 5 pages or less #BC14 BROADSOFT CONNECTIONS 2014 PAGE 13

14 Buyers experiencing information overload remains most common form of communication in business today use growing in business sector Today, the majority of traffic comes from the business world By 2018, more than billion will be sent and received per day Today, business users send and receive on average 121 s a day Expected to reach 140 s a day by #BC14 BROADSOFT CONNECTIONS 2014 PAGE 14

15 Reaching Influencers & Decision Makers Customer and Prospect Digital Campaigns

16 National Performance Trends Source: Epsilon Q Trends and Benchmarks Report #BC14 BROADSOFT CONNECTIONS 2014 PAGE 16

17 Industry Overall Performance Non-bounce and Open rates for industry just under national average Click and Click-to-open rates for industry just above national average Source: Epsilon Q Trends and Benchmarks Report #BC14 BROADSOFT CONNECTIONS 2014 PAGE 17

18 Customer Nurturing Campaign Construct Data Template Landing Page Infographic #BC14 BROADSOFT CONNECTIONS 2014 PAGE 18

19 Campaign Process Flow #BC14 BROADSOFT CONNECTIONS 2014 PAGE 19

20 Data Hygiene better data, better results Scrub inactive addresses None engagers can have negative impact on CTRs and deliverability Avoid web client addresses Most business addresses have customized domain Remove unsubscribes ing opt outs can hurt your reputation #BC14 BROADSOFT CONNECTIONS 2014 PAGE 20

21 Template #BC14 BROADSOFT CONNECTIONS 2014 PAGE 21

22 UC Benefits Infographic #BC14 BROADSOFT CONNECTIONS 2014 PAGE 22

23 Landing Page #BC14 BROADSOFT CONNECTIONS 2014 PAGE 23

24 Customer Calling It Makes Sense Campaigns that incorporate customer calling outperform those that don t Integrated communication channel strategy key #BC14 BROADSOFT CONNECTIONS 2014 PAGE 24

25 Pay-Per-Click Advertising Benefits #BC14 BROADSOFT CONNECTIONS 2014 PAGE 25

26 Year of Year Paid Search Performance Paid search growth significant year over year Growth attributed to advertiser focus on mobile devices #BC14 BROADSOFT CONNECTIONS 2014 PAGE 26

27 Google AdWords Campaign Construct Keywords Ad Copy Landing Pages Contacting Leads #BC14 BROADSOFT CONNECTIONS 2014 PAGE 27

28 Communications Keywords Ad Group Business Communication Conferencing For Small PBX Keyword Avg. monthly searches USA + Google Only Suggested bid (Estimated Competition CPC) business communication system business communications business messaging service business phone 1,300 1 $ business phone service business phone systems 3,600 1 $ business telephone systems 1,000 1 $ communication technology business hosted communications hosted ip communications $ hosted unified communications information about business communication 10 instant messaging in business communication mobile business communication 10 voice and unified communications 10 1 what is business communication all about 10 small business instant messaging small business video conferencing small business video conferencing small business video conferencing solutions 10 1 small business video solutions 10 1 small business web conferencing 10 1 small business web conferencing 10 1 business hosted pbx $ business pbx 70 1 $ cloud based pbx $ cloud hosted pbx cloud pbx $ cloud pbx providers cloud pbx services $ hosted pbx virtual pbx #BC14 BROADSOFT CONNECTIONS 2014 PAGE 28

29 VoIP Keywords USA + Google Only Suggested Ad Group Keyword Avg. monthly searches bid (Estimated Competition CPC) best business voip $ best voip 1, $ best voip for small business $ best voip provider $ business voip business voip phone service $ business voip providers $ business voip service business voip service providers $ business voip services business voip solutions cloud based voip solutions cloud voip solutions communication voip communications voip hosted business voip how to start voip business $ 5.56 small business phone systems small business voip $ small business voip providers $ Voip solutions voip 10 1 unified communications voip 10 1 voice over ip voip voip and business 10 1 voip and unified communications voip business voip business phone $ voip business service voip business services voip cloud voip cloud service voip cloud services voip communication voip communications voip for business voip instant messaging voip phone voip providers voip service voip solutions for business voip unified communications #BC14 BROADSOFT CONNECTIONS 2014 PAGE 29

30 UC Keywords Ad group Unified Communications Unified Business US Google Only - $50 Bid Keyword Avg. Monthly Searches (exact match only) Competiti on Suggested bid unified communication $ unified communications companies $ unified communications market $ unified communications software $ mobile unified communications unified communications platform $ unified communications products 10 1 $ unified communications vendors $ unified communications uc unified communications applications 10 1 unified communications conference uc unified communications 10 1 unifi communications 40 0 unified communication products 10 1 mobile unified communication 10 unified communications strategies $ uc unified communication 10 1 unified communications presence unified business communications 10 1 $ unified communications for small business 10 1 business unified communications 10 1 unified business services unified communications business 10 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 30

31 Unified Keywords Ad group Unified Business Unified Collaboration Cloud Unified Keyword Avg. Monthly Searches (exact match only) US Google Only Competiti on Suggested bid unified business communications 10 1 $ unified communications for small business 10 1 business unified communications 10 1 unified business services unified communications business 10 unified communications and collaboration $ unified collaboration unified communications & collaboration 10 1 unified communication & collaboration 10 1 unified communications collaboration $ unified collaboration solutions 10 1 unified communication collaboration 10 1 unified communications and collaboration solutions unified collaboration and communication cloud unified communications $ cloud based unified communications 30 1 $ unified communications in the cloud 10 1 $ unified communications cloud services 10 unified communications cloud 10 1 unified cloud communications 10 1 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 31

32 UC Keywords Ad group Uc Unified Messaging Unified Keyword Avg. Monthly Searches (exact match only) US Google Only Competiti on Suggested bid hosted uc $ uc solutions uc voip uc voice uc messaging uc collaboration uc communication cloud based uc unified messaging $ unified messaging service $ 6.64 unified messaging solutions $ 1.84 unified messaging services unified message $ unified messaging solution unified message service unified comms unified comm 10 1 unified comunications 10 1 unified communcations $ unified communicaitons $ unified telephony unified telecommunications $ #BC14 BROADSOFT CONNECTIONS 2014 PAGE 32

33 Ad Text Examples Be Productive On The Go Access unified communication tools on your mobile. Get started today! verygeneric.com Effective UC Business Tools Unified communications that enhance worker productivity. verygeneric.com Easy-to Use Messaging Instant access, instant answers Get a quote today! Verygeneric.com #BC14 BROADSOFT CONNECTIONS 2014 PAGE 33

34 Landing Page Components #BC14 BROADSOFT CONNECTIONS 2014 PAGE 34

35 Landing Page Copy and Form Fill #BC14 BROADSOFT CONNECTIONS 2014 PAGE 35

36 Contacting Form Fills Hot Leads Cool Fast 35% 30% 25% 20% 15% 30% 23% 20% 16% 12% 0-5 Minutes 6-10 Minutes Minutes 10% Minutes 5% 0% Minutes #BC14 BROADSOFT CONNECTIONS 2014 PAGE 36

37 Campaign Results The good, the bad, the opportunity

38 Nurturing Campaign Results Attention spans Sent % Delivered % Opened % Clicked Clicked to Opened Ratio ,943 92% 28.30% 1.70% 5.90% ,917 96% 18.40% 1.40% 7.70% ,905 92% 18.70% 1.80% 9.80% ,896 91% 16.30% 1.90% 11.40% ,857 93% 15.40% 0.60% 4.20% #BC14 BROADSOFT CONNECTIONS 2014 PAGE 38

39 PPC Campaign Results Ad group Business Communication PBX Cost / Click Max. Converted converted conversion Keyword CPC Clicks Impressions CTR Avg. CPC clicks click rate business phone $ , % $ $ % business communications $ , % $ $ % business phone service $ , % $ $ % business telephone systems $ , % $ $ % business communication system $ , % $ $ % mobile business communication $ % $ $ % hosted ip communications $ % $ - 0 $ % hosted pbx $ , % $ $ % cloud pbx $ , % $ $ % business pbx $ , % $ $ % cloud based pbx $ % $ $ % cloud pbx services $ % $ $ % cloud hosted pbx $ % $ $ % cloud pbx providers $ % $ - 0 $ % #BC14 BROADSOFT CONNECTIONS 2014 PAGE 39

40 PPC Campaign Results (cont d) Cost / Click Max. Converted converted conversion Ad group Keyword CPC Clicks Impressions CTR Avg. CPC clicks click rate voip $ , % $ $ % business voip $ , % $ $ % VoIP providers $ , % $ $ % voip for business $ , % $ $ % voip business $ , % $ $ % VoIP hosting $ , % $ $ % voip providers $ , % $ $ % best voip $ , % $ $ % business voip services $ % $ $ % VoIP phone line providers $ , % $ $ % VoIP business voip providers $ % $ $ % business voip phone service $ % $ $ % hosted business voip $ % $ $ % business voip service providers $ % $ $ % small business voip $ % $ - 0 $ % small business voip providers $ % $ - 0 $ % cloud voip solutions $ % $ - 0 $ % cloud based voip solutions $ % $ - 0 $ % Cloud-based VoIP $ % $ - 0 $ % In-house VoIP solutions $ % $ - 0 $ % VoIP phone services + business $ % $ - 0 $ % #BC14 BROADSOFT CONNECTIONS 2014 PAGE 40

41 Digital Campaigns Lessons Learned Nurturing Campaigns Money-saving, limited-time offers resonate Benefits are more compelling than features Interests wane don t save your best for last PPC Campaigns Include keywords in ad text, landing page copy and content Pause low performing keywords even with clicks Optimize often #BC14 BROADSOFT CONNECTIONS 2014 PAGE 41