IS YOUR WEBSITE LEAKING LEADS?

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1 GETSMARTCONTENT ACCOUNT BASED MARKETING IS YOUR WEBSITE LEAKING LEADS? Always Relevant Marketing Catches Missed Opportunities to Connect

2 I. THE DREAM OF THE MARKETER It s the dream of every marketer: for website visitors to submit contact information to access your gated content and for your lead nurture campaigns to successfully prompt a prospect to engage a sales rep. BUT WHAT IF: Your Website Content Doesn t Engage or Convert Visitors? Your is Never Opened? Your Visitors Don t Convert on Your Landing Pages? STOP LEAKING LEADS Today s buyers are educated and know how to get access to the resources they need to research and make a purchase decision without the need for a sales person to hand hold them through the process. resources and tools across each channel that buyers use to make their decisions. If your content doesn t deliver at each and every point buyers look for information, consumers will turn to your competitors for the answers to the challenges they are trying to solve. Display advertising, search marketing, retargeting and social media are great top of the funnel tools to increase leads into your pipeline. marketing and marketing automation helps nurture known leads, with the goal of increasing brand awareness and accelerating their purchase decision process. the common denominator across these channels is that they all drive visitors to your website. Your website is the key resource used by anonymous and known prospects alike to learn about marketing campaigns they ve engaged with. 1

3 Your Website is a critical piece of the sales process that often goes ignored: Think about the last business purchase decision you made. It probably went something like this: You had a business challenge you needed to solve, so you typed that need state into your search back button and bounce, creating a missed opportunity for those guys. On next website or landing page, you may have submitted a form to download a case study, whitepaper or pricing sheet. From there you probably received a few s from that company with more content similar to your original download. A month or so later, your budget is approved, you are now ready to continue the consideration name directly into your search bar. But, when you land on their website, you see the same content experience on the website remained static, leaving you to wade through content on your own. Marketers need to ensure content THE SOLUTION is relevant to the individual at each and every touch point. We call it: Always Relevant Marketing. 2

4 II. HOW TO CREATE AN ALWAYS RELEVANT BUYER JOURNEY PERSONALIZATION IS LIKE MARKETING AUTOMATION FOR YOUR WEBSITE You use marketing automation to automatically connect your leads with the most relevant content, in order to accelerate them through the sales process marketing automation typically uses campaigns as their primary delivery mechanism, personalization acts like marketing automation for your website, delivering the most relevant content experience for each visitor each time campaign they clicked or they previously received, or web content they previously engaged with, creating an always relevant content experience that guides and converts leads along their This positive brand experience means visitors are less likely to bounce and are more likely to complete your calls to action, helping you maximizing return on investment in your marketing 3

5 II. HOW TO CREATE AN ALWAYS RELEVANT BUYER JOURNEY Web personalization connects your advertising, lead nurturing campaigns and your website, allowing marketers to serve the most relevant content to each visitor at every stage of the buying process. While you capture leads and drive brand awareness through display, remarketing and lead nurturing, ensure your website is ALWAYS RELEVANT and ready to convert visitors with the call to action that is most likely to drive them further along in their buyer s journey. With the advent of the Internet, the behavior of buyers the way they identify, understand, evaluate, and buy products has fundamentally changed. This change has led to a revolution in B2B marketing tactics, actually making the B2B marketing function much more important to the B2B sales process. In fact, digital marketers have taken responsibility for much of the relationship building that salespeople used to do face-to-face. They re tracking digital body language and using data-driven methods to s, provide them with the information they need, and then determine the exact moment to pass each lead over to sales. Only then will a salesperson have the chance to meet the prospect and close the sale. 4

6 II. HOW TO CREATE AN ALWAYS RELEVANT BUYER JOURNEY PERSONALIZED WEB CONTENT OPTIMIZES THE VISITOR EXPERIENCE AT EACH STAGE OF THE SALES CYCLE Using behavioral insights, we can now eliminate the anonymous visitor. Before a visitor ever completes a web form, utilize their digital body language data to connect them with content relevant to their audience segment or persona. By personalizing content based on a visitor s geolocation, previous engagement, keyword searched, ad clicked, referring site, etc., you can better engage formerly anonymous visitors with content and CTAs that drives them to convert. For target accounts, who have qualities and challenges that are similar to your existing customers, use personalization to ensure your content is extremely relevant and personalized each time a visitor on your target account list comes to your website. Rather than limiting your target account marketing to advertising and , your number one content resource, your website, is always prepped and ready with content that engages and converts. For known contacts already included in your lead nurturing and marketing automation campaigns, combine campaign interaction data with behavioral data to personalize the web experience of all known visitors, optimizing their engagement path and accelerating their purchase decision process. This doesn t just stop at known prospects. You can also personalize the experience of your known customers, using your website to upsell existing customers with product and training messaging. 5

7 III. THE ROI OF ALWAYS RELEVANT EXPERIENCES WHY PERSONALIZATION AND CUSTOMER-CENTRIC MARKETING MATTER Your content accelerates leads through the b The conversions attributed to your campaign performance improve without increasing ad budget or number of campaigns. Web performance metrics including bounce rate, time on site, pages per visit and web conversions rates on key calls to action increase by providing relevant targeted experiences. Advertising and campaigns receive attribution for conversions generated on the website at a later date. Your website now catches missed conversion opportunities from and ad campaigns. LEARN MORE Stop leaking leads and make always relevant marketing your new reality. If you are interested in creating a seamless cross channel experience that engages visitor, increases conversion rates and accelerates your sales cycle, we d love to show you how Get Smart Content can personalize your content helping you create an always relevant experience. Learn more by ing us at or calling GETSMARTCONTENT 6

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