Trebling Leads @
IBM Cognos
February 16, 2011
John Blackmore
Gerry McGovern
Time
50 ms
100 ms
200 ms
400 ms
Daily
Searches
None
-0.2
-0.29
-0.59
Time
Clicks
50 ms
None
200 ms -0.30%
500 ms
-1%
1 sec
-2%
2 sec
-4.40%
Time to
Click
Revenue
None
None
500 ms
None
1.2 sec
-1.20%
2 sec
-2.80%
3 sec
-4.30%
2009
A
B
279%
IBM Software
Web Marketing with Purpose
February, 2011
John Blackmore, Web Marketing Best Practices, IBM Software
© 2010 IBM Corporation
1
3
Why Web matters
In 2005, our team started
with a focus on demand
generation.
Web Organic Pipeline
$140,000,000
Previously, we were
reactive ‘putter uppers’
$120,000,000
$100,000,000
$80,000,000
2004: We converted 1 in
25 visitors.
$60,000,000
Today: We convert 1 in 8.
$40,000,000
$20,000,000
These results are entirely
repeatable.
$0
CY 05
CY 06
CY 07
CY 08
CY 09
© 2010 IBM Corporation
Rule #1: Focus
What is your Website trying
to do?
14
© 2010 IBM Corporation
Rule #1: Focus
Intercept demand =
Generate responses
15
© 2010 IBM Corporation
Insight: Traffic is Web marketing’s strength
Then, Four people per minute.
Now, One person per second.
© 2010 IBM Corporation
Insight: You are the advocate for this traffic
Web visitors are real people.
What do they want?
What is their value?
Visitor
IBM
© 2010 IBM Corporation
Web visitors are motivated customers
80% of the time customers find the vendor.
Search and vendor Websites are the top tools
they use to find their vendor.
You can stop waving.
© 2010 IBM Corporation
Previously: Waving at you furiously
2002:
No
offers
on the
page.
X
X
© 2010 IBM Corporation
Web marketing with purpose: Inside page evolution
Titles don’t
coordinate…
RH Nav mix &
match…
No “thesis” to
the page
© 2010 IBM Corporation
…to this…
Eliminate the
walls of text.
Bullets are
easier to scan.
Headings that
make sense.
But, RH Nav
still without
thesis
© 2010 IBM Corporation
…And before acquisition…
Page
has a
thesis
© 2010 IBM Corporation
Web Farming pre-sunset
Field
Crops
Basic principle
People come for
our information;
offers are part of
our story.
You can’t trick
Web visitors.
© 2010 IBM Corporation
Visitors vote with their clicks
#1
#4
#2
Presented
properly,
people choose
offers to
understand the
story.
© 2010 IBM Corporation
People
scroll!
#3
Visitors will
scan the
whole page,
drawn by the
terms that
interest
them.
#6
Put offers at
the bottom
of the page.
#9
#13
© 2010 IBM Corporation
Good farming = Good SEO
Search on
“scorecarding software” too
© 2010 IBM Corporation
What drives our results
Approach: Five principles
What are you trying to do?
Model: Web marketing funnel
Monthly uniques
Pick marketing battles you can win.
Low hanging fruit first.
No focus. No excellence.
View
Test. Measure. Change. Repeat.
Comp
Pipe
$
$
Accountability: One team responsible
One team to create & deploy content: agility
Alignment on strategy, targets, tactics: focus
Shared learning across Web efforts: constant progress
© 2010 IBM Corporation
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