1. #123webinar | @webmarketing123

2. #123webinar | @webmarketing123
1. Can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123 or use #123webinar.
Yes! Email results@webmarketing123.com.
3. How do I get a live site analysis?
Chat us your website and top 2 keywords.
FAQs

3. #123webinar | @webmarketing123 3
We are a digital marketing agency
focused on demand generation.
Search Engine Optimization
Website Redesign
Paid Search & Display
Content Creation
Top 500 Fastest
Growing Private
US Companies.

4. #123webinar | @webmarketing123
1 Map Your Digital Funnel to Revenue
Get a Handle on the Digital Path to Purchase
2 Benchmark for Digital Success
Identify Weak Areas with a Conversion Analysis
3 Build an Action Plan
Outline Next Steps to Organic & Paid Search
4 Get a Live Site Analysis
Discover How Your Digital Strategy Stacks Up
On the Agenda

5. #123webinar | @webmarketing123
/ Map Your Digital Funnel to Revenue
In theory, benchmarking is simple.
Source: Dictionary.com

6. #123webinar | @webmarketing123
But, it gets complicated in practice.
/ Map Your Digital Funnel to Revenue

7. #123webinar | @webmarketing123
Especially when it comes to digital.
“2/3 of CMOs think ROI will be the primary measure
of marketing effectiveness by 2015. But, HALF feel
insufficiently prepared to provide hard numbers.”
Source: IBM CMO Study, Digital Era Transforming CMO’s Agenda, Revealing Gap in Readiness
/ Map Your Digital Funnel to Revenue

8. #123webinar | @webmarketing123
So, what’s a digital marketer to do?

9. #123webinar | @webmarketing123
1 Know your digital sales funnel.
/ Map Your Digital Funnel to Revenue

10. #123webinar | @webmarketing123
Cost of NOT Ranking on Page 1
Click Through Rate
(7%, Page 1 average)
Visitor to Lead Rate
(1-3%, B2B 1 average)
Raw Lead to Qualified Rate
(15%)
Lead to Sale Rate
(10%)
Monthly Cost
of Not Ranking
Annual Cost
of Not Ranking
71,729
New website visitors
1,793
Leads
269
New qualified leads
27
New deals
$2.7M
Monthly Revenue
$32.4M
Annual Revenue
1 Know your digital sales funnel.
/ Map Your Digital Funnel to Revenue

11. #123webinar | @webmarketing123
Track digital campaigns to revenue.2
It’s not enough to measure leads alone.
/ Map Your Digital Funnel to Revenue

12. #123webinar | @webmarketing123
Evaluate success by tying digital campaigns to revenue in CRM.
2 Track digital campaigns to revenue.
/ Map Your Digital Funnel to Revenue

13. #123webinar | @webmarketing123
1 Map Your Digital Funnel to Revenue
Get a Handle on the Digital Path to Purchase
2 Benchmark for Digital Success
Identify Weak Areas with a Conversion Analysis
3 Build an Action Plan
Outline Next Steps to Organic & Paid Search
4 Get a Live Site Analysis
Discover How Your Digital Strategy Stacks Up
On the Agenda

14. #123webinar | @webmarketing123
Analyze conversion rate
by channel.
Break down offer types
by funnel stage.
1 3
/ Benchmark for Digital Success
Evaluate digital health 3 steps:
Evaluate conversion
rate by device.
2

15. #123webinar | @webmarketing123
1 Analyze CVR by channel
Organic CVR should
not be < 1%
Paid CVR should
not be < 3.5%
/ Benchmark for Digital Success

16. #123webinar | @webmarketing123
1 Analyze CVR by channel
TIP: Start with Google Analytics
“Acquisition Overview” report
summary.
/ Benchmark for Digital Success

17. #123webinar | @webmarketing123
2 Evaluate CVR by device.
Mobile should convert at about 30%
of your desktop conversion rate.
/ Run a Site Conversion Analysis

18. #123webinar | @webmarketing123
2 Evaluate CVR by device.
/ Run a Site Conversion Analysis
TIP: Use Google Analytics
“Devices” report to compare
performance.

19. #123webinar | @webmarketing123
3 Break down offers by funnel stage.
Funnel Stage Offer Type
Top
Middle
Bottom
Educate prospects on the
value of digital marketing &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
/ Benchmark for Digital Success

20. #123webinar | @webmarketing123
1 Map Your Digital Funnel to Revenue
Get a Handle on the Digital Path to Purchase
2 Benchmark for Digital Success
Identify Weak Areas with a Conversion Analysis
3 Build an Action Plan
Outline Next Steps to Organic & Paid Search
4 Get a Live Site Analysis
Discover How Your Digital Strategy Stacks Up
On the Agenda

21. #123webinar | @webmarketing123
Identify agreed upon KPIs
and start tracking your
progress.
Build action plan and assign
individual ownership with
due dates!
/ Build an Action Plan
Benchmark your digital action plan.1

22. #123webinar | @webmarketing123
$
$
$
Qualified Leads (SQL/MQL)
Sales Pipeline Opportunity
Closed Won Revenue
Organic traffic volume.
Organic traffic to preferred
landing pages.
Organic keyword theme
ranking.
These are metrics are essential.
2 Measure the SEO money metrics.
✓
✓
✓
% of keywords ranking for
preferred landing pages.✓
Conversion volume and CVR.
✓
But, take it a step further for revenue.
/ Build an Action Plan

23. #123webinar | @webmarketing123
$
$
$
Qualified Leads
(SQL/MQL)
Sales Pipeline Opportunity
Closed Won Revenue
Cost Per Click (CPC)
Lead volume
Cost Per Lead
(CPL) or Cost Per
Action (CPA)
B2B Brands: Determine lead gen KPIs.
3 Measure the SEM money metrics.
✓
✓
✓
/ Build an Action Plan

24. #123webinar | @webmarketing123
B2C Brands: Determine profit KPIs.
$
$
$
Cost Per Value
(CPV)
Cost Per Profit
(CPP)
Closed Won Revenue
Cost Per Click
(CPC)
Conversion volume
Cost Per Action
(CPA)
B2Cs need to take a step past CPA to measure SEM revenue performance.
3 Measure the SEM money metrics.
✓
✓
✓
/ Build an Action Plan

25. #123webinar | @webmarketing123
/ Maximize SEM ROI
CPA CPV CPP
Cost Per Action
Measures a static
conversion value.
Cost Per Value
Tracks the actual value
returned with each
transaction. Available
in Adwords.
Cost Per Profit
Accounts for profit
margin on each
product. Requires 3rd
party software.
The B2C KPI Faceoff:
3 Measure the SEM money metrics.

26. #123webinar | @webmarketing123
ü B2Bs: Target CPA holds up
for lead generation.
ü B2Cs: Maximize profit with
Return on Ad Spend bidding.
Source: Webmarketing123; 2014 State of Digital Marketing Report
3 Measure the SEM money metrics.
Choose the right bidding option for your goals.
/ Build an Action Plan

27. #123webinar | @webmarketing123
1 Map Your Digital Funnel to Revenue
Get a Handle on the Digital Path to Purchase
2 Benchmark for Digital Success
Identify Weak Areas with a Conversion Analysis
3 Build an Action Plan
Outline Next Steps to Organic & Paid Search
4 Get a Live Site Analysis
Discover How Your Digital Strategy Stacks Up
On the Agenda

28. #123webinar | @webmarketing123
LIVE SITE ANALYSES

29. #123webinar | @webmarketing123
Schedule a free, 30 minute consultation!
Thank you!
Let’s
Talk! Mike Turner, Director of Business Development
e: results@webmarketing123.com t: 800. 619. 1570
Source: Synecore, “10 Examples of Amazing Responsive Design”