INTELLIGENT WEBSITE REDESIGN WHAT EVERY B2B MARKETER NEEDS TO KNOW

Let’s get real about your website. If you’re a B2B company, your website is an essential tool to drive leads and generate demand. Your website is the first place a prospect will go to learn more about your product or services and it is the last place a prospect will go before completing a transaction. Unfortunately, the sad fact is that too many B2B companies fail at building a website that attracts visitors and ultimately lead generation. Many of these websites lack the functionality needed to convert a prospect to a lead, provide intelligence that gets to the quality of that lead, and nurture a lead over time until they are ready to buy. With this eBook, B2B marketers can now come to grips with whether your website could benefit from a redesign and if so the functionality that will need to be added to your website to make it more intelligent and better support your lead generation efforts.

INTELLIGENT WEBSITE REDESIGN WHAT EVERY B2B MARKETER NEEDS TO KNOW Bislr – Intelligent Website Redesign 2 INTRODUCTION Let’s get real about your website. If you’re a B2B company, your website is an essential tool to drive leads and generate demand. Your website is the rst place a prospect will go to learn more about your product or services and it is the last place a prospect will go before completing a transaction. Unfortunately, the sad fact is that too many B2B companies fail at building a website that attracts visitors and ultimately lead generation. Many of these websites lack the functionality needed to convert a prospect to a lead, provide intelligence that gets to the quality of that lead, and nurture a lead over time until they are ready to buy. With this eBook, B2B marketers can now come to grips with whether your website could benet from a redesign and if so the functionality that will need to be added to your website to make it more intelligent and better support your lead generation efforts. Bislr – Intelligent Website Redesign 3 How to decide if you need a website redesign? Here’s a simple checklist you can use to get focused on the issues of importance. What is an ‘Intelligent Website’ A website that is built from the ground up to support: • Lead Generation • Mobile Optimization • Blogging • Social Networks • Email Marketing • Landing Pages • Calls-To-Action • A/B Testing • Customer Insight • Lead Handling • Metrics “ ” ? Bislr – Intelligent Website Redesign 4 CHECKLIST: Lead Generation Are you generating enough leads? Do you know the quality of your leads? Do you have mechanisms in place to nurture leads over time? Mobile Optimization Does your website work on smartphones and tablets? Blogging Do you have a blog? Is it hosted on your domain or somewhere else? Social Networks Does your website drive trac to social networks and vice versa? Email Marketing Do you have a email marketing service that support simple and complex lead nurturing campaigns? Has your email been optimized for viewing on smart phones and tablets? Landing Pages Can you author branded, best practice landing pages with ease? Calls-To-Action Can you develop and place calls-to-action with ease? A/B Testing Can you create and execute A/B testing on the y? Can you test not just email subject lines but other elements of your emailing? Can you apply A/B testing to your landing pages? Customer Insight Do you know who is visiting your site and what content they are viewing? Can you make this information available to sales so they can use it when talking with customers? Lead Handling As you generate leads from your website, can you route them to sales reps in an automated fashion? Metrics Do you have the metrics you need to prove ROI? 1 LEAD GENERATION Bislr – Intelligent Website Redesign 6 To get started redesigning your website to better support lead generation, take a good hard look at the content. Is the content compelling and relevant? Is the navigation simple and does it work well on smartphones and tablets? Have you built in content-rich offers and merchandised them throughout the site? The most compelling and relevant content aligns with the buyer’s journey, the steps that most buyers will go through as they make a purchase decision: LEAD GENERATION EPIPHANY EXPLORATION & AWARENESS INTEREST & CONSIDERATION CONFIDENCE LOYALT Y winner Bislr – Intelligent Website Redesign 7 Simplify your navigation to make it easy for your prospect to understand what portions of your website are meant for them. This will also give you more intelligence about visitors to your website whom – for one reason or another – choose to remain anonymous. Make sure that you are making content-rich offers that showcase the fact that your company has the expertise to solve a prospect’s problem in a unique way. Most of the time, it makes sense to put these offers behind a form, to encourage prospects to tell you a little about themselves and their company. Ideally, look for a website solution that adds intelligence to the data the prospect provides, to give you more insight into their needs, wants, and desires: 2 MOBILE OPTIMIZATION Bislr – Intelligent Website Redesign 9 MOBILE OPTIMIZATION If your website is more than 3 years old, it is likely that it does not provide an optimal experience when viewed from a smartphone or tablet. Modern websites rely on a technique called “responsive design” that did not even exist 3 years ago. Regardless, many believe – including Mashable – 2013 is becoming the year of responsive web design. One big benet of responsive design is that there is only one set of content and code base you need to create and maintain. Bislr – Intelligent Website Redesign 10 “(not provided)” now accounts for almost 40% of referring trac data from organic search, an increase of 171% since originally introduced a year ago. If you think optimizing your website experience for mobile is not important, think again. According to Google (September, 2012): • 67% of users are more likely to buy from a mobile-friendly site • 61% of people said that they’d quickly move onto another site if they didn’t nd what they were looking for right away on a mobile site • 52% of users said that a bad mobile experience made them less likely to engage with a company In all likelihood the analytics you have understate the number of visitors to your website from smartphones and tablets. 80% of trac from iOS devices like iPad and iPhone show up in your Google Analytics data as “referrer not provided.” “ ” – Optify [...]... as the rest of your website A blog hosted at another domain does not provide these benefits Bislr – Intelligent Website Redesign 12 4 SOCIAL NETWORKS SOCIAL NETWORKS Does your website drive traffic to your social media channels and vice versa? Many B2B marketers still discount the importance of social media because they believe it is self-serving only to B2C marketers What many B2B marketers don’t realize... wired” and difficult to change unless you know how to code yourself or have access to someone who does Look for a solution that allows you to create landing pages in less than 10 minutes without coding Bislr – Intelligent Website Redesign 19 7 CALLS -TO- ACTION CALLS -TO- ACTION Thinking on calls -to- actions has changed of late, due to the rise of smartphones and tablets Instead of crafting websites as a series... bottom of the page • Blog Entries – Place calls -to- action at the bottom of each entry Look for a solution that allows you to take control of your calls -to- action, to create them without a graphic artist, and place them on the top / bottom / and possibly the sidebar of your site Bislr – Intelligent Website Redesign 22 8 A/B TESTING A/B TESTING A/B testing is the single most powerful lever available to. .. responsibility of the prospect where it is then turned into a new customer Bislr – Intelligent Website Redesign 32 ABOUT BISLR Bislr is for marketers looking to generate better results We make an all-in-one suite of intelligent marketing tools to support best practices in inbound marketing It all starts by building out a website inside Bislr using our drag–and–drop tools You can do this yourself using one of the... insight they need to frame the conversation to close the sale This should include: • What web pages the prospect visited? • How much time they spent on your site? • Is this a first time visitor or a repeat visitor? • What offers has the prospect been exposed to – either at your site or by email? • What was their response? • What do you know about the prospect or the company they work for? Many marketers think... considering redesigning your site so it adheres to this new and – increasingly popular – design pattern As part of your redesign, you’ll need to figure out where to place your call -to- actions The emerging best practice is this: • Website Home Page – Include room to merchandise at least 3 different calls -to- action • Section Headers – These are your most trafficked pages Put the calls -to- action at the top... After your blog, email is likely to be the second most important driver of leads for your business Email works to keep you top-of-mind with prospects until they are ready to buy What to look for in an email solution: Mobile-ready templates According to Pardot, less than 25% of B2B marketers optimize their emailings for mobile Which means an opportunity lost According to Strong Mail, 42% of email is... landing page in accordance with best practices to maximize conversion 2 1 6 5 7 3 4 8 1 Page Headline 2 Clear Headlines 3 Impeccable Grammar 4 Trust Indicators 5 Strong Calls -To- Action 6 Minimal Links 7 Image/Video That Relates 8 Stay Above The Fold 9 Always Be Testing Bislr – Intelligent Website Redesign 18 Many marketing automation products include tools to create landing pages based on templates But... lever available to marketers who want to generate more leads A/B testing can be used to boost the response you see from your email marketing campaigns and also up the conversion value of your landing pages The first step in setting up an effective A/B test is deciding what to test To get actionable results, you need to stay focused, disciplined, and test only one thing at a time WHAT TO TEST EMAIL LANDING... Typically, all you need to do is author two (or more) different versions of your emailing or landing page The system you choose should have the intelligence necessary to put the two versions in rotation, track results, and decide on the winning version Bislr – Intelligent Website Redesign 25 9 CUSTOMER INSIGHT CUSTOMER INSIGHT Never send your sales rep into a meeting with potential customer unprepared Give . INTELLIGENT WEBSITE REDESIGN WHAT EVERY B2B MARKETER NEEDS TO KNOW Bislr – Intelligent Website Redesign 2 INTRODUCTION Let’s get real about your website. . need a website redesign? Here’s a simple checklist you can use to get focused on the issues of importance. What is an ‘Intelligent Website A website