John Blackmore, manager, Web & Content (Cognos SW) & Web Best Practices (IBM SWG) at IBM talked about creating websites that sell.

1. eMarketing value + tips & tricks John Blackmore Program Director, Business Analytics Web Marketing Web Best Practices, IBM SWG

3. Why this matters Our team began a journey in 2005 and had no idea we’d end up here. These results are entirely repeatable. In 2005, we converted one in 20 visitors. Today, we convert one in seven.

4. Rule #1: Focus What is your Website trying to do?

5. Traffic is Web marketing’s strength SWG Web reaches the audience of an Impact or IOD… 12 times per day, every day. 2.8 million unique people at SWG Web door per month

7. Web visitors are customers 80% of the time customers find the vendor. Search and vendor Websites are the top tools they use to find their vendor.

9. Reaching the Informavore Marketer Psychologist Story-teller Mathematician

10. Case study: Homepage evolution 2002: No offers on the page.    X X

11. … To this 2006 Offers, and a lot of “me” X X X X

12. … and constant evolution (recently)… Recent… Confirm they’re in the right spot. Go where they want. Get the lead

13. … and before our sunset… SEO traffic page (Value of SEO + content on one team)

14. Web 2.0 is not Twitter,blogs, and other technologies. It is a philosophy—the Visitor defines (and designs) your Website.

15. Today Lesson learned: Integrating our Website was not migrating content…it was migrating traffic.

16. Looks like Oracle

17. Oracle January 2007

18. The King of Cheap Flights 10 quid is about me.

19. “ We’re low fares, not cheap flights…”

20. Winning cheap flights Ireland

21. Cheap flights Europe

22. Aer Lingus, still the low fares leader

23. What would you rather win? Visitors set your language, not corporate. Or deal with poor results. (Web 2.0 101)

25. Our website = The Web marketing funnel Increase topline traffic into the site… People click on an offer… People complete the offer form… BDRs pick up the lead, and sales turns it into a deal. View Monthly uniques Complete $ $ Pipe

26. Inside page evolution Marchitecture is usually about me. Me trying to explain myself to me.

27. … to this… Eliminate the walls of text. Bullets are easier to scan. Headings that make sense.

28. … And before acquisition… Show rather than tell.

29. Web Farming pre-sunset Field Crops Basic principle People come for our information; offers are part of our story.

30. Visitors vote with their clicks #1 #2 #4 Presented properly, people choose offers to understand the story.

31. #3 #6 #9 #13 People scroll! Visitors will scan the whole page, drawn by the terms that interest them. Put offers at the bottom of the page.

32. Good farming = Good SEO Search on “ scorecarding software” too

33. 5 th Gen Optimized PPC Lead Gen Landing Page This page has helped to achieve a 20% conversion rate. How many conversion boosters do you see?

34. Looking at organic Web share of Marketing results Pipeline$$ Responses YTD Sept 1

35. Observation: Web responses (and Direct Programs’) fuel Field results. Web in the marketing mix raises everyone’s game.

36. Marketing evolution viewed through demand & lead gen Solitudes “ Stick” Continuum “ Spear” Cycle “ Wheel”

37. Two solitudes Demand Gen Lead Gen Display Advertising Public relations Analyst relations Website Speaking Opps BiS Events Direct mail email Communications separated from Marketing; Website with IT; Heavy traditional tool focus Key metric: # of people at events

38. Continuum Display Advertising Public relations Analyst relations Website Speaking Opps BiS Events Direct mail email Paid search, Banner ads Blogs YouTube/ iTunes Twitter/etc. Communications and Marketing at same able; Website marketing tool; New media tools Key metrics: # of emails sent; # of leads Demand Gen Lead Gen Paid search, Banner ads

39. Virtuous cycle Pipeline $ Traffic Leads Lists Website, Paid search, SEO ( Awareness ) PR, AR, ads, Speaking ops, Web 2.0, Trade shows, newsletters Direct mail, email, eNurturing, Cold-call Push Lead gen Pull Lead gen Demand gen Awareness, Push & Pull work together & interdependent; Tactics feedback to strategy Key metrics: Conversion rates, marketing pipeline, cost per lead

40. Evolution works 2001 – 2005: “Beating Sticks” 2006 – 2008: “Throwing Spears” 2009: “Uncovering the Wheel” 2006: $20M/month 2007: $25M/month 2008: $30M/month 2009: $40M/month 100% growth !

41. If you’re the marketing VP… Push Lead gen Pull Lead gen Demand gen YOUR DECISIONS How much do you fund each lever? What target do you give each lever? What targets do you ensure all levers share? YOU NEED TO UNDERSTAND What is each lever good at? How do prospects interact with each in the buy cycle? What are our tactical strengths/ weaknesses?

43. And inside IBM?

44. Cognos digital marketing inside IBM SWG