2. CONFIDENTIAL – Not For Distribution
AGENDA
• User buying cycle review
• Targeting user at each layer of buying cycle
• Strategy overview
3. CONFIDENTIAL – Not For Distribution
TRADITIONAL WEBSITE CONVERSION RATES
B2B convert on average
1.6%*
of web visitors to
prospects.
*Optify: 2012 B2B Marketing Benchmark Report
Really good industrial
marketers converted
3%-5%
of web visitors to prospects.
4. CONFIDENTIAL – Not For Distribution
THE OPPORTUNITY
But what about the other
95%+
web visitors who didn’t
become prospects?
Were they too early
in the buying
process to want to
pick up the phone?
Did they just
educate themselves
with your content
and move on?
What could you have done to keep
them engaged with you?
5. CONFIDENTIAL – Not For Distribution
USER BUYING CYCLE
I need to
understand
this better…
How do I get this
product now?
What is the
difference
between these?
I hope I picked the
right company!
Need to target the
users at every level of
the buying process to
not lose opportunities!
6. CONFIDENTIAL – Not For Distribution
TOP OF THE FUNNEL: ENGAGE WITH EDUCATIONAL CONTENT
STEP #1: Engage prospects who are in
educational process to provide their
contact information with appropriate
information such as:
• How your product or service can be used
to solve a need
• Different industries that utilize your
product or service
• Basic knowledge necessary to discuss
your products or services
STEP #2: Nurture these prospects into the
evaluation phase using customized emails
reinforcing the evaluation information available.
7. CONFIDENTIAL – Not For Distribution
MIDDLE OF THE FUNNEL: ENGAGE WITH EVALUATION CONTENT
STEP #3: Engage prospects in the
evaluation process with technical
information about your product or service
such as
• Advantages of one product over another
• Curves or graphs for use case data
• Case studies on how your products or
services can save time or money
STEP #4: Nurture these prospects into a
user action using customized emails
reinforcing the actions available
8. CONFIDENTIAL – Not For Distribution
BOTTOM OF THE FUNNEL: ENGAGE WITH A USER ACTION
STEP #5: Engage prospects to take a user
action for your product or service such as:
• E-Commerce purchase
• RFQ
• Request for Information
• Design Review
STEP #6: Nurture these prospects into
longtime customers and brand advocates by
reinforcing their good decision to work with
you through additional information.
9. CONFIDENTIAL – Not For Distribution
GOAL: KEEP THEM IN YOUR FUNNEL!
This approach allows you to
engage users no matter their
current interest level.
By continually engaging these
users, you stay top of mind and
increase your chances for
conversion.
The key is to
keep them in your funnel
and not someone else’s.
10. CONFIDENTIAL – Not For Distribution
BASIC STRATEGY OVERVIEW
• Setup marketing funnel targeted for most important
persona (purchasing, design engineers, etc.) using
marketing offers and email nurturing
• Focus on driving traffic into funnel to collect and
nurture leads using SEO, PPC, Social Media, Blogs,
etc.
• Setup new funnels and revise/expand initial funnel
• Repeat
