Email: contact@edynamic.

net North America: 1-877-339-6264 India: +91-124-4951900-50

Get Them toTable of contents Introduction Visit eDynamic

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A CMS can use this information to understand what specific key terms are used within the search phrase (e.g. Laptop vs. server vs. pad) to drive the initial content that is seen when the visitor first comes to the website.

Get Them to Reciprocate Respond to Them

Four Steps to Deliver Conclusion Lead Sales-Ready Leads Nurturing CMS Generation and using Web
Content Management System (CMS)

Wed Love To Hear Continue the DialogFrom You Conclusion Abstract:

NEW YORK

TORONTO

PHOENIX

LOS ANGELES

DUBAI

GURGAON

7 5 4 3 6

Email: contact@edynamic.net North America: 1-877-339-6264 India: +91-124-4951900-50

Get Them toTable of contents Introduction Visit eDynamic

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Get Them to Reciprocate Respond to Them

Four Steps to Deliver Conclusion Lead Sales-Ready Leads Nurturing CMS Generation and using Web
Content Management System (CMS)

Wed Love To Hear Continue the DialogFrom You Conclusion Abstract:

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Introduction
Digital marketing channelsincluding web, email, communities, mobile and social networkshave forced organizations to transform their approach to lead generation and customer acquisition. Central to these digital mediums is the websitethe de facto communications channel for virtually all businesses of any size. In most organizations, the need to update website content frequently by marketers has led to the widespread adoption of web content management systems (CMS). The CMS is now the tool that not only enables marketers to manage content on their websites, but provides an ever growing set of capabilities that extend the web channel from a mere communications platform, to a prospect and customer engagement platformone that is now capable of engaging visitors with a dialoga true two-way conversation. Taking the next logical step, marketers can extend the single channel of web communication to a coordinated engagement experience across multiple channels. The lines of responsibilities blur as an increasing number of mid-range to upper-range CMS platforms incorporate content optimization, personalization, community, marketing automation and analytics capabilities with the platform capabilities that have been traditionally found in standalone platforms outside of the CMS. This paper explores how lead generation and customer acquisition is propelled forward with the integration of these capabilities within a CMS. Our focus will be on four steps to delivering sales-ready leads to your organization.

Lead Generation and Nurturing

The challenge faced by marketers is not just the generation of leads, but rather the generation of qualified leads. First, how do we get people to your website and how do we know when they sales-ready leads? What do we do with leads that are not yet committed to a buying decisionhow do we continue to nurture them? We all dream of the bluebird leads where both the Prospect Contact and organization have already chosen your product or service and are ready to buy. Unfortunately this is not the reality that most marketing and sales people experience. Getting qualified leads into the sales funnel that mature to prospective buyers is difficult, but emerging tools and practices make it easier.

Generating high-quality leads Marketing to a lengthening sales cycle Creating perceived value in cutting edge product benefits Generating a high volume of leads Marketing to growing number of people in the buying process Generating public relations buzz Competing in lead generation across multiple media 0% 39% 37% 35% 33% 33% 27% 20% 40%

69%

% challenged

60%

80%
2009

Soure: MarketingSherpa B2B Marketing Benchmark Survey 2009 Methodology: Fielded April 15-20, 2009, N=1, 147

Most Significant Challenges for B2B Marketers to Overcome Today

What are the steps that bring us to mature, sales-ready lead? By identifying these steps, we can begin to understand how individual actions, working together, can deliver the leads we desire.

1. Get Them to Visit: Our first objective is get the potential buyer to your website, where we have an
opportunity to begin a dialog with them.

2. Respond to Them: Once the potential buyer is at your website, you will now look to start a dialog
with themto respond to them in a meaningful, relevant way while they browse your website.

3. Get Them to Reciprocate: The next step is importantit is when you are granted permission to
continue the dialog. We want to collect information about the buyeroften just an email address.

4. Continue The Dialog: This is step is a repeat of steps 2-3 in which we want to continue the dialog
with the lead, nurture themat their pacethrough the buying cycle until they have matured into a sales-ready lead.

Get Them to Visit

People visit websites for a purposethey either have pain or motivation that will lead them to a site. People will go seek solutions that address their pain or satisfy their motivations. In our digital world that typically starts with search on the web using Google, Bing and other popular search engines. People enter the pain they have (e.g. frequent flat tires) or what they believe will address their pain (e.g. tire sealant) to find vendors that can address their needs. The same approach applies to motivations (e.g. better grades) and something that can satisfy their motivation (e.g. math tutoring). In each situation, the person has an idea of what would he like to find. This leads them to several possible sources of information that relate to their pain or motivation.

1. The Vendor Website: The most ideal situation is when a search engine lists a vendor in the initial

search results page for the search phrase entered by the person. Search engine optimization of your website content is required to take advantage of this. website. Publishing both native blogs (i.e. those within your website) and syndicated blogs (i.e. those found on external systems) provide leads with information to find your organization.

2. Blogs: Content-relevant blogs are search engine findable and can drive readers to directly to your

3. Thought Leadership Content: Subject education and exploration through white papers,

presentations and videos that are search engine findable can drive readers to directly to your website. Use syndication networks like Slideshare, YouTube and others to get your content on the web. provide another solution to drive people to your website.

4. Paid Advertisement: Finally, paid advertising driven by the search phrases that people use, can

Other than the optimization of your website for search engine findability, most of the other effortsblogs, thought leadership content and paid advertisementoccur outside your website. These efforts are focused on capturing the attention of people with specific pains or motivations, and getting them to your website. If they never get there, we cannot continue with the other steps that were identified.

Many CMS platforms now provide built in support for search engine optimization and blogging. Here is what to look for:

1. Search Engine Optimization:

Lots of systems now advertise that they are "search engine ready" or "search engine friendly", but be sure to look at the fine print --- what they often mean is that a programmer can modify the system with add-ons to not damage search engine results. This kind of approach can certainly work, but it does require developers available who know CMS systems and SEO as well as the ability to add modules or change the configuration of your Web server. A much better solution is a CMS that directly implements common SEO tasks (human/search engine readable URLs, 301 redirects, meta tags) right in the tool with no additional server configuration required. In order to get the best of both worlds --- the convenience and management advantages of a CMS and the site promotion advantages of SEO --- you need a search engine optimizing CMS. At a minimum, the CMS should not create URLs and content that engines refuse to index because it looks dynamic. The system should also allow you to create relevant, per-page meta tags and titles. And, the system should present content using navigation menus that search engines will follow.

To really make the most of your content in reaching better search engine rankings, your CMS users must easily be able to optimize content as they create it. For this, you need a CMS that allows non-technical users to easily specify keyword rich URLs, title tags, descriptions and image alt text. The system should provide feedback on these elements in terms of how they will impact the page's performance for selected keywords. This kind of CMS allows users to create and optimize content in one tool rather than having to switch back and forth between a CMS and a set of SEO tools.

2. Blogging: While selecting a CMS, its important to choose a CMS that provides integrated

blogging tools. Ability to start a blog, or multiple blogs right on your primary website, writing, editing, displaying blog posts on multiple pages, schedule posts, manage existing posts, add tags, and edit comments are some of the important features to look for, while you select your CMS. No matter what your purpose is, the CMS should give you a number of options for your blog.

Respond to Them
Getting people to your website is just the first step, now we need to get their attention, make them believe that we understand their pain points and know how to address it, or we understand their motivation and know how to satisfy it. In many cases, we only have but a single opportunity to have them realize that we are listening and understand them. The content the visitor reads on the website is our initial response from us. That initial once over by the visitor coming to your home page should quickly enable them to feel a connectionthese guys address my need, they really understand who I am. Your websites content is the primary way to provide that connectionbut only if it addresses some key relevance factors. 1. Speak to The Market Segment: Content must acknowledge the market segments that you sell to. People want to know that you understand their business and unique problems.

2. Speak to Audience: Content must discriminate between audiences. The marketer and engineer will
each expect from you to acknowledge them, understand their needs and speak their language.

3. Speak to The Buyer Mindset: Most visitors are far from ready to buy when they reach your website.

They are there to educate themselves about options, to add vendors to their evaluation list or confirm what they read somewhere else.

For most, these three relevance factors for content is Marketing 101 and is delivered through the analysis of market segments, audience and buying cycles, while creating a content map that supports the resulting content permutations. More challenging for most marketers, though, is how to get your website to display the correct content at the right time? How does your website know who is coming to your site, what they are looking for and how to respond to them? Fortunately these questions can be addressed by many contemporary CMS platforms. These platforms provide built-in tools that enable the marketer define where and when content should be displayed to a visitor. Let us explore this capability with several scenarios.

Scenario One: Organic Search Visitors are coming from an organic search (e.g. Google, Bing, etc.) results page and land on your website. When visitor click through to our website, the search engines provide us with various information, including the search phrase used by the visitor.
A CMS can use this information to understand what specific key terms are used within the search phrase (e.g. Laptop vs. server vs. pad) to drive the initial content that is seen when the visitor first comes to the website.
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Scenario Two: Pay per Click (PPC) Advertisements

Like organic search, PPC can be configured to provide details around what advertisement the person clicked on, and when used in conjunction with search engines, they can also provide what search phrase was used to get to the advertisement. Visitors coming to your website via a PPC advertisement click on a link. This link can have an associated query string that contains a variety of information (e.g. market segment, pain, motivation, etc.) that based on the advertisements association with one or more search phrases. A CMS can use this information to dynamically present a home page that aligns with the specific visitor. If their initial search contained the term laptop, then we know what the person is looking for and can present content that meets their expectations.

Scenario Three: Web user journey (i.e. Clickstream details)

Imagine a user seeing a billboard that contains your web address. Finally in front of a computer, they enter the address and are taken to your website. What do we know about them at this pointnot much, as we do not have details from a referrer. Ideally, our website copy for the anonymous user engages them sufficiently for them to click on one or more links. Immediately, these actions taken by the visitor can tell us what is on their mindwhat problem they have, what audience they are and what market segment they are from. The homepage must be organized to enable visitors to tell us who they are and what they are thinking based on the actions they take. A CMS can provide real-time capture, analysis and response to the users journey. We can collect what links they have clicked on and how long they stay on a page. Between these two factors, we can deduce many details that the CMS can immediately respond to by replacing anonymous content with content that aligns with the visitors expectations.

How does a CMS provide this? Many CMS platforms provide content personalization that can hide and show content based on parameters that marketers set. For example, we may configure the system to present a list of Key features of our laptops on the home page if we know the person came to us via a search phrase that contained laptop. More specifically, if the visitor came via the search phrase lowest price laptop, then we present our Starter laptops with limited time specials. The CMS can control any part of the web page content and presentation, actually enabling complete control over the engagement experience the visitor has.

Many CMS platform now provide built in support for content personalization with built-in analytics and rules-engines. Here is what to look for:

1. Analytics: CMS platforms now incorporate analytics capabilities that are competitive with

many standalone products. The value of having integrated analytics for the marketer is two-fold: the ability to utilize first-person cookies, which enables us to recognize returning visitors who typically delete or block third-person cookies; secondly, integrated CMS analytics are real-time, enabling personalization to act on the analytics data while the visitor is navigating the website. For many marketers, a combination of integrated analytics with tools provided by Google can provide a good basis, while third-party products, like Omniture provides even greater details.

2. Personalization: When you want your website to adapt to the customer, as they are

navigating the site, then the CMS will need capabilities that enable marketers to change banners, images, content and downloadable documents based on rules. These rules are typically defined within the wizard or graphical flow-charting tool that enable marketers to create and manage their personalization with technical intervention.

Get Them to Reciprocate

Once we have engaged the buyer on our website, we want them to tell us details about themselves that we cannot glean from visitor journey. The effectiveness of understanding the user journey is limited to their time on our website, but what happens when they leave? Eventually, people do leave our websites, but our objective is now to have them respond to us by providing actionable detailsmost importantly their email address. Typically, people are reluctant to give their email address, knowing that it may unleash a barrage of unwanted emails into their inbox. For them to release their email, we need to provide not only the assurance not to misuse their trust, but a compelling offer. Throughout the visitor journey, we have an opportunity to engage them with personalized offers that speak directly to their market segment, audience type and buyer mindset. From this information, which is gathered from the referrer and the visitor journey, we can present them with the high-value offeringslike guides, white papers and meaningful toolsthat they could download. In exchange for downloading these assets, we will request information about the individual in return, starting with the email address. Most visitors are willing to answer a short form or provide a limited amount of information early in the relationship, but additional profile information, used to improve content personalization on the website or to qualify sales-ready leads, can be progressively captured as the visitor returns to the website and additional offers are presented to them. This progressive approach to build a visitor profile offers higher results than trying to capture every detail in one session. The progressive capture of a visitor profile will require planning which involves the following steps:

1. Selecting the Information Fields to Capture: Both marketers and sales people want to get as

much information about a prospect as possible, often for different purposes. Both teams need to work together to identify information that can improve the dialog with the customer, through marketing, while providing sales with sufficient insight to qualify and act on the opportunity.

2. Prioritizing the Fields: Once the collection of information fields is selected, then the team will need
to prioritize what fields are most important. Note, we cannot ask for all information at once, but rather in an unobtrusive, incremental manner that may require multiple visits.

3. Plan the Progressive Request of Information: After deciding upon the priority of fields, we can

begin to plan how many fields would be collected during each capture event. One can estimate 2-3 opportunities to capture information, with 1-3 fields of information captured during each opportunity.

4. Identify Strong Offers for Each Capture Event: We need to identify compelling offers for the
capture events. These should align with the buyers mindset, where the progressive visits move the buyer from understanding their problem, to searching for solutions and eventually to comparing solutions.

The capabilities required to support the steps above are best delivered within a CMS, where marketers have direct control over how the form appears and what downloadable content is associated with the form. In addition, we must guarantee that captured information is stored in systems, like your CRM or marketing automation, where it becomes actionable.

Many CMS platforms now provide built in support for forms capture, document management and integration. Here is what to look for:

1. Marketing Forms: These enable marketers to create forms with little to no assistance from

the technical staff. These forms are simple to create and quick to deploy. These forms should work with the personalization and security capabilities of the CMS to enable control over what fields are shown under specific situations.

2. Document Management and Security: The ability to upload and manage documents

natively within a CMS makes it easy to provide downloadable offers to visitors. Most CMS platforms should enable marketers to upload, manipulate and manage various digital assetsincluding documents, graphics, video and audiofrom within the same environment in which they edit content. Once uploaded, the marketer should be able to create links to the assets form download, while securing them with built-in capabilities that gate the asset until certain requirements are metlike the submittal of form information. integrated with CMS systems can reduce latency by giving you access to real-time sales, marketing and service information and visibility into interactions at varied stages of customer engagement. The integration of CRM and CMS systems allows you to easily manage high volume of interpersonal interactions with customers through multiple contact channels, and with globally dispersed resources. Such integration provides benefits including: increased lead generation, simplified customer interactions, faster response times, greater accuracy and improved levels of customer service

3. CRM Integration: Customer Relationship Management Systems (CRM) that are tightly

Continue the Dialog

Continuing a digital dialog with visitors requires two-way communication. The communication is not overt, but rather occurs when the visitor leaves a digital footprintincluding referrer details, the visitor journey and captured profile informationthat informs us how to respond to them with personalized content, offers and emails. Visitors will not realize that our communicationthrough the website and emailis specific to them, they will assume that we have the right solution to their needs. The website content and emails are the two mechanisms that enable us to respond to the visitor. Creating and publishing website content is not a one time event, but an activity that must reflect changing in market expectations. This activity is known as content optimization, during which we adjust the content to best speak to the visitor-prospect. A common tool that enables content optimization is multivariate testing (e.g. also known by A/B testing) that enable marketers to create and publish two or more variants of the same content. Marketers can for instance, publish their home page with two banners that are presented to visitors in a round-robin manner, here the home page appears with the different banners depending on the visitor. The objective is to understand which home page banner garners the better responsewhich may be a combination of goals, like a smaller bounce rate and click-through on the banner.

In addition to improving the website content, we will want to deploy email once we have captured the email address of visitor. Though simple email capabilities are fine when performing emails in mass, the needs for a digital dialog requires that we respond to the visitor with specific emails under specific conditions. This level of control is found in more advanced tools, some of which finding their way into CMS platforms, but most are still found as external, third-party services. A marketing automation platform sends emails based on rules that act on information captured through website analytics and forms, to enable a personalized email experience for the web visitor. In the same way personalization can assemble a web page that is specific to a visitor, marketing automation systems provide similar capabilities to dynamically assemble a personalized email. With all these powerful capabilities now provided by CMS and marketing automation solutions, organizations will require more effort spent on strategy, planning and execution to get the most from these systems. Many CMS platforms now provide built - in support for campaign management. Here is what to look for:

1. Multivariate or A/B Testing: A/B Testing is a vital part of content optimization, especially for

enabling marketers to deliver online experiences that are tailored to satisfy a targeted audience. Using the A/B Testing tool you can compare a number of different versions of the same web page concurrently and see which one elicits the best response. What this means is that you can create more than one version of the same page i.e. alter the content modify the look and feel, or rearrange the layout of the alternate pages, and then actually test them on the audience to determine which one is the most preferred version. The data gleaned from the tests can then be used to produce even more compelling web pages that attract more visitors and improve lead conversion rates. marketing automation platforms provide another level of sophistication and capabilities. It combines the capabilities of email marketing, rules-based personalization and filtering with customer profile management. Combining, these capabilities enable marketers to target prospects with precise email messages and offers at the appropriate time. Evaluate capabilities built into CMS platforms next to best-of-breed offerings like Eloqua and others.

2. Marketing Automation: For those familiar with email campaign management software,

Conclusion
Todays CMS platforms contain capabilities that enable marketers to control the engagement with the visitor, by personalizing the web and email experience in alignment with prospect expectations. Finding the right CMS platform that provides the correct balance of capabilities, cost and ease-of-use can be challenging. We invite you to consider other eDynamic papers, including those that guide you through the CMS selection process, to align CMS capabilities to your needs.

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