Probably everyone has heard about some stats that are in MarketingSherpa's “Business Technology Marketing Benchmark Guide 2007-08.” Namely, that:
1. 80% of your new customers think they found you
2. And 83% of those used Google to do it.
But are you using the most effective means of converting those buyers into customers? A B2B marketer should be using this opportunity to educate the buyer. You should frame the discussion and establish your company's brand as a trusted adviser who understands the buyer's problems and knows how to solve them.
You should speak the buyer's language, using words they use as keywords in your search engine marketing and optimization campaigns. Ads that use those or similar words are more like to be clicked, and landing pages that continue the "conversation" by also using those words are more likely to result in conversions.
So, to that end, we have created an eBook as a primer to landing pages, 'Building Effective Landing Pages,' where we explain why landing pages are an important part of your online marketing campaigns and list the top ten ways to build landing pages that will increase your conversion rates.
Download Now: Building Effective Landing Pages eBook
29.8.07
Salesforce Marketing at Dreamforce!
It’s been awhile since we’ve posted here but we’ve been busy this summer building tons of great new features and content to share with you at Dreamforce! We’re excited to announce that Salesforce Marketing will have 2 tracks at Dreamforce this year which will be held Sept 16-18 in San Francisco.
The first track, Marketing I: Building the Funnel is geared towards users who are either new to Salesforce or new to certain aspects of the marketing product. We will be covering the entire range of marketing topics including lead management, search engine marketing, campaign management, email marketing, analytics and more.
The second track, Marketing II: Advanced Strategies will be focused on just that – advanced strategies! If you’ve been using Salesforce Marketing for awhile now you might be looking to take it up a notch and that’s exactly what this track is designed for. We’ll be discussing best practices in lead scoring, integrated website tracking, search engine marketing techniques and extending beyond Salesforce reporting just to name a few. This is a track even you seasoned veterans won’t want to miss!
For more details on Dreamforce check out the conference website at www.dreamforce.com.
Hope to see you there!
The first track, Marketing I: Building the Funnel is geared towards users who are either new to Salesforce or new to certain aspects of the marketing product. We will be covering the entire range of marketing topics including lead management, search engine marketing, campaign management, email marketing, analytics and more.
The second track, Marketing II: Advanced Strategies will be focused on just that – advanced strategies! If you’ve been using Salesforce Marketing for awhile now you might be looking to take it up a notch and that’s exactly what this track is designed for. We’ll be discussing best practices in lead scoring, integrated website tracking, search engine marketing techniques and extending beyond Salesforce reporting just to name a few. This is a track even you seasoned veterans won’t want to miss!
For more details on Dreamforce check out the conference website at www.dreamforce.com.
Hope to see you there!
Podcast: Landing Pages Double your Conversion Rates
Jon talks with Heather Lutze of Lutze Consulting about Marketo Pay Per Click and Landing
Pages. Heather asks Jon why use landing pages, and he gave some great statistics:
- 6.3% average conversion rate for home pages
- 9.3% average conversion rate for loosely relevant landing pages
- 12% average conversion rate for highly relevant, targeted landing page
Jon talks about the Marketo Landing Pages on-demand application, which includes the ability to easily create landing page templates and pages, as well as conduct A/B testing. Marketo Landing Pages is available as a Test Drive and 30 Day Free Trial, both available at www.marketo.com.
Pages. Heather asks Jon why use landing pages, and he gave some great statistics:
- 6.3% average conversion rate for home pages
- 9.3% average conversion rate for loosely relevant landing pages
- 12% average conversion rate for highly relevant, targeted landing page
Jon talks about the Marketo Landing Pages on-demand application, which includes the ability to easily create landing page templates and pages, as well as conduct A/B testing. Marketo Landing Pages is available as a Test Drive and 30 Day Free Trial, both available at www.marketo.com.
15.8.07
Salesforce.com Dominates Australia's Software as a Service Market
Accelerates past 1,000 customers in Australia & New Zealand winning customers like Amcor, CGU, Challenger Financial Services, Fairfax Publishing, Flight Centre, Lend Lease and Smorgon Steel Frost & Sullivan confirms that salesforce.com holds approximately 50 percent share of Australia's on-demand application market in 2006MELBOURNE - salesforce.com Summer '07 Launch Event - July 16, 2007 - Salesforce.com [NYSE: CRM], the market and technology leader in on-demand business services, today announced that more than 1,000 companies in Australia are now using its on-demand CRM application suite and platform.
Growing demand for Software-as-a-Service (SaaS) - especially among the nation's enterprises - is providing salesforce.com's Australian operations with tremendous customer and subscriber growth. In addition to continued adoption among small-to-medium sized businesses, salesforce.com signed its first 1,000 subscriber customer in the region and has secured major local enterprises including Amcor Limited, BlueScope Buildings, Challenger Financial Services, CGU, Fairfax Publishing, Flight Centre, IDP, Lend Lease, SKILLED Group Limited, and Smorgon Steel in the last twelve months. "Momentum and adoption of salesforce.com's on-demand model is reaching new heights in Australia as our customers realize the success that is possible through our vision of 'No Software'," said Marc Benioff, chairman and CEO of salesforce.com. Salesforce.com was founded in San Francisco in 1999 and established its Australian operations in June 2003.
The company has pioneered the SaaS phenomenon which allows organizations to abandon traditional software delivery models and embrace enterprise class software as a service via a web browser and subscription payment model - with no software to license, install and upgrade. Demand for SaaS solutions by Australian companies of all sizes is forecasted to increase significantly. Frost & Sullivan predicts that the Australian SaaS market will experience a 40 percent compound annual growth rate (CAGR) through 2009. The company has only been in Australia for three years but according to Andrew Milroy, consulting director at Frost & Sullivan, "controlled approximately 50 percent of the market in 2006." According to ACA research, a leading market research firm and authors of The Australian SaaS Market Index[1], up to 85 percent of Australian companies are likely to consider SaaS over on-premise solutions.
"One of the most compelling findings is that as users switch to an on-demand or SaaS model, they experience measurable business benefits. Fifty eight percent of respondents using SaaS recorded significant gains in operational efficiency. Forty percent have experienced increases in revenue," said Dr. Catriona Wallace, Director, ACA Research. In contrast, respondents reported they are struggling with on-premise software maintenance. More than 40 percent of respondents spent over a quarter of their IT budget on in-house software maintenance [excluding staff costs]. Respondents also indicated they were struggling with software upgrades and staff shortages. According to Bruce Kaider, general manager, Business Development and Strategy for Western Bulldogs, "Salesforce.com requires low up-front costs and minimal new infrastructure. It can quickly and easily scale as our business grows and integrates seamlessly with our existing applications."
Grant Waldeck, Marketing Manager of Flight Centre Australia's corporate arm FCm Travel Solutions adds that the SaaS model eliminates the upgrade issues that plague traditional client-server software.
“Our business relies on e-mail connectivity, so it is also a huge benefit to us moving forward that we can communicate to our customers via salesforce.com for any late breaking news in our industry that may be effecting their travelers". We know it’s in safe hands and that we’r e getting the very latest tools,” he said.
Growing demand for Software-as-a-Service (SaaS) - especially among the nation's enterprises - is providing salesforce.com's Australian operations with tremendous customer and subscriber growth. In addition to continued adoption among small-to-medium sized businesses, salesforce.com signed its first 1,000 subscriber customer in the region and has secured major local enterprises including Amcor Limited, BlueScope Buildings, Challenger Financial Services, CGU, Fairfax Publishing, Flight Centre, IDP, Lend Lease, SKILLED Group Limited, and Smorgon Steel in the last twelve months. "Momentum and adoption of salesforce.com's on-demand model is reaching new heights in Australia as our customers realize the success that is possible through our vision of 'No Software'," said Marc Benioff, chairman and CEO of salesforce.com. Salesforce.com was founded in San Francisco in 1999 and established its Australian operations in June 2003.
The company has pioneered the SaaS phenomenon which allows organizations to abandon traditional software delivery models and embrace enterprise class software as a service via a web browser and subscription payment model - with no software to license, install and upgrade. Demand for SaaS solutions by Australian companies of all sizes is forecasted to increase significantly. Frost & Sullivan predicts that the Australian SaaS market will experience a 40 percent compound annual growth rate (CAGR) through 2009. The company has only been in Australia for three years but according to Andrew Milroy, consulting director at Frost & Sullivan, "controlled approximately 50 percent of the market in 2006." According to ACA research, a leading market research firm and authors of The Australian SaaS Market Index[1], up to 85 percent of Australian companies are likely to consider SaaS over on-premise solutions.
"One of the most compelling findings is that as users switch to an on-demand or SaaS model, they experience measurable business benefits. Fifty eight percent of respondents using SaaS recorded significant gains in operational efficiency. Forty percent have experienced increases in revenue," said Dr. Catriona Wallace, Director, ACA Research. In contrast, respondents reported they are struggling with on-premise software maintenance. More than 40 percent of respondents spent over a quarter of their IT budget on in-house software maintenance [excluding staff costs]. Respondents also indicated they were struggling with software upgrades and staff shortages. According to Bruce Kaider, general manager, Business Development and Strategy for Western Bulldogs, "Salesforce.com requires low up-front costs and minimal new infrastructure. It can quickly and easily scale as our business grows and integrates seamlessly with our existing applications."
Grant Waldeck, Marketing Manager of Flight Centre Australia's corporate arm FCm Travel Solutions adds that the SaaS model eliminates the upgrade issues that plague traditional client-server software.
“Our business relies on e-mail connectivity, so it is also a huge benefit to us moving forward that we can communicate to our customers via salesforce.com for any late breaking news in our industry that may be effecting their travelers". We know it’s in safe hands and that we’r e getting the very latest tools,” he said.
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