Audaxium Blog

It was only a few years ago that your home page would be where most visitors would begin their experience with your website, but now Google and the other search engines rank your internal pages much more effectively and visitors often ‘land’ on an internal page before reaching the desired start point of your site. So you need to convert these internal web pages into more effective landing pages and get the most leads/sales that you can from them. Here are four simple steps to help you achieve that goal:

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Understanding what visitors are doing on your website is a very important component of your marketing machine, and you are probably familiar with most of the web analytics platforms that are out there today, such as Google Analytics, Webtrends, or Omniture. In fact you probably have an analytics tracking code setup on each page of your web site right now!

What is Web Visitor Analytics?

However the major thing that is missing from the popular web analytics tools is you don’t know what each individual visitor is doing on your website. For instance you have a product page on your website, from your web analytics you can determine that 850 visitors landed on the page last month, and 245 of those visitors picked on a link to watch a video. But can you identify an individual visitor from the 1,000s that visited your site? Where did each visitor go after watching the video? Did they download a white paper? Did they visit your blog or read a customer success story?

This is where Pardot Web Marketing Automation can help you. Pardot is able to track what an individual visitor is doing and how they are using your website.

How does Web Visitor Analytics work?

Pardot seamlessly attaches a cookie to your web visitor’s browser and then tracks their interactions with your site. The visitor reporting will tell you where the visitor came from, and what pages/content they are interacting with. This provides you with immediate insight into what an individual visitor is interested in. In the example Pardot visitor analytics report shown below  you can see a list of the pages that a visitor looked at, the type of action carried out , time spent on each page, and the date and time of the visit.

Visitor Website Interactions Report

When a visitor fills out a lead form on your site to gain access to content, like a white paper, or to contact you for a quote; your visitor then becomes a Prospect. Pardot will store each prospect in a hosted web database (Pardot will sync the prospect data with your CRM system, and works with NetSuite, Salesforce, Microsoft Dynamics, and Sugar CRM).

How can Web Visitor Analytics help me?

Every time your prospect returns to your site and interacts with your web content their activity is tracked, as shown in the figure below.

Prospect Activities Report

Pardot can then help you to nurture your prospect with web marketing automation based on the activity with your website. For instance, if a prospect read a specific customer success story, Pardot could then send them a related white paper or product data sheet automatically without them having to fill out another form or make a request. Or your prospect registered for a webinar and downloaded a guide after the event a salesperson in your company could be alerted automatically by Pardot to contact the prospect.

Conclusion

As you can see having web visitor analytics in addition to your existing website analytics means that you can better utilize your web site, understand how visitors use your site, automate your lead generation activities and nuturing campaigns based on how a visitor interacts with your site.

Want to learn more about Pardot? Contact us to schedule a live demonstration or click here to watch a video and download our Web Automation Guide.

The B2B world of buying and selling has changed. With the power of Google and other web tools, buyers have access to far more information and they are doing more research on their own long before even contacting the vendors. In many cases, by the time the buyer contacts the vendor, they already know everything they need to know to make a buying decision.

The problem is… will they be contacting you? Or will they be contacting your competition? Making your website into a lead generating machine rather than an electronic brochure is now more important than ever!

View our presentation below to learn how the Pardot Web Marketing Suite can help you to obtain more qualified online leads for your sales pipeline. Our presentation includes…

• How to nurture your leads until they are sales-ready.
• How to enhance your website with search tracking, landing pages, and lead capture forms.
• Being perceived as a thought leader, rather than a spammer.
• Automating the process of nurturing a potential buyer through their investigation process.
• How to track what your prospects are doing on your website

Pardot’s a great Application.  Check out the demonstration below.

Here’s a funny video from NetSuite spoofing the Apple vs Mac ads, except this time it’s SAP vs NetSuite.

There are a couple other amusing videos on the NetSuite Youtube channel.

Recently I gave a webinar to about 30 companies who are getting into e-commerce.  They have a large, established customer base but more and more are seeing value from offering many of their products online, as opposed from buying from a Sales Rep.

The real goal is to get the reps more efficient by putting lower margin items online, and have reps spend their time on the larger, more consultative, opportunities.

Here’s a few of the tips I gave them during my presentation on how to properly market their webstores.

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What’s not to love about automation?  Having things done for you is always better than doing them yourself.

Pardot’s email marketing automation solution is a tremendous application for anyone who wants to do a better job sending emails and generating leads. With rules based email, intelligent lead scoring, and integration with NetSuite, Salesforce and SugarCRM it’s sure to improve almost any marketing department that sells B2B.

The first thing to know is that Prospect Insight, Pardot’s application, works just great as a stand alone application.  When you are using it in combination with a CRM tool it’s designed to operate “in front” of your CRM, feeding it with leads when it’s appropriate to contact them.

The image to the right really sums it up.  Pardot will capture web visitors information and activities, score the lead, automate email followups, and then, when you deem it useful, assign the lead to a sales rep.

Do you have problems with large quantities of “junk” leads?

Do you wish you could sort leads by how interested they are in your website?

Do you wish you could nurture cold leads with a call to action that makes sense for that individual contact?

I could ask a hundred more questions.  But if you say yes, then read no more and contact us to see a demo.

Read more if you must…

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Audaxium is always on the look out for great applications.  Especially those that are easy to implement, intelligent, and can add a lot of value to an organization. We also like hosted applications.

With this in mind, when we saw Prospect Insight, Pardot’s email marketing and automation application, we were very impressed.  The application is great, and the team at Pardot is very friendly and helpful, a great combination.

If you’re a NetSuite user, and you’d like to automate your email campaigns, improve reporting in the marketing department, and capture better lead information from your website, then we encourage you to contact us and check out a demo. We know you’ll be impressed.

Every year, probably since the dawn of time, people have been using the relatively arbitrary start date of a new year to think about the future.

Now I don’t typically make resolutions, as I think the’re best done through out the year, but now’s as good a time as any to think about things. Here are some questions that I think you should ask yourself, and the answers just might cause you to take action and contact us.

How much do you spend on employee productivity?

This question is a bit tricky, but a white board, or a paper and pen, along with 10 minutes of your valuable time should give you a ballpark.  You might know exactly how much you spend on marketing, or even exactly how much you spent on employee training, but how much did you spend on all productivity related items. This includes IT related purchases that are supposed to make people better at their jobs.  Now, how much of that was on the periphery? How much was spent on the tools they use most often?  I won’t beat you over the head with the logical conclusion.

How predictable is your business?

Can you know in advance if you are going to hit your targets?  What data points can you use for planning?  Do you have an accurate forecast from your reps?  Do you have a system in place to track that data and make it not a complete PITA for those that work for you?

Do you have unused power at your fingertips?

During the past year I’ve heard “We’re not using the system to it’s fullest.  We just don’t have time to improve.”  C’mon.  2010 is the year to make the list of things that you know you should be doing and tick them off the list.  Need help?  Ask.

How clean is your database?

Do you have someone who is officially, not “should be”, in charge of how clean your customer data is? When was the last time you looked at data that calculates how clean?  When are you going to implement a clean up/refresh plan?  Pro Tip – If you can get your customers to clean it up for you it’s a lot easier.  This is very easy to do in NetSuite… Ask me how.

How intelligent is your marketing?

Do you use rules to segment your leads?  What about customers?  Do you employ drip marketing to nurture contacts and valued clients.  Do you add value to your recipients lives while blasting them with email?  We can fix that…

So… with 2010 upon us, lets do all those things we thought we’d been doing in this space age year.

The team at Audaxium would like to wish everyone a very happy holidays.

This past year has seen us help many NetSuite users, become more productive, launch web stores, and improve customer satisfaction.  In the new year we’ll continue doing that and have a few more exciting announcements.

May you have a great 2010.