Today’s buyer makes 70% of their purchase decision based on the content on your website. Does your website have the content elements, interactive features and more importantly—stories—that are needed to turn your website into a lead generating machine? Join our webinar to learn what you can add to your website today to help attract and convert more customers.

1. Turn Your Website
into a Lead Gen
Machine
Adam Higgins
MarTech Consultant
HighRoad Solution

2. Today’s buyer makes 70%
of their purchase decision
based on the content on
your website.

3. • Inbound Marketing
• What is Interactive Content
• Interactive Content Examples
– Self-Assessments
– Calculators
• Buyer’s Journey
• Closing Tips
Agenda

4. Inbound
Marketing

5. • Using Content to Drive Conversions
or Sales
• Content is Contextual
• Automated Marketing Messages
based on Prospects Actions
• One-to-One Conversation with the
Prospect
• Build a Connection
Inbound Marketing

6. Inbound Method

7. “56% of all customer interactions
happen during a multi-event, multi-
channel journey”
Research by McKinsey & Company
Digital Relevance, Ardath Albee

8. Buyer’s Journey

9. • There are Several Touchpoints
Before the Buyer Purchases
• Marketing Automation Programs
Tracks the Touchpoints
• Trigger Contextual Content Based
on the Touchpoints
• Context Drives the Purchase
• Marketing Automation Provides ROI
on Activity
Buyer’s Journey is Not Linear

10. “Buyers view 8 content assets on
average during their buying
process”
IDG Customer Engagement Study
Digital Relevance, Ardath Albee

11. Attract: Search
Fundraising advice and tips

12. Attract: Read Blog
Enter email…
SUBSCRIBE

13. Connect: Subscribes
Enter email…
SUBSCRIBE

14. Engage: Contextual Ads

15. Engage: Contextual Emails

16. What is
Interactive
Content?

17. • Interactive Content Components
– Self - Assessments
– Calculators
– Quizzes / Trivia / Gamification
– Polls / Surveys
• Can add to any program to create a
stand-alone experience or work into
existing content
Interactive Content

18. • Content that results in prospect
engagement
– Beyond the action of just reading
content
– Beyond the action of viewing content
Engaging

19. • What type of engagement?
– Something that results in value for the
prospect
– Creates a two-way channel – shift from
Push Marketing to Pull Marketing
Value

20. • Marketers are creating more content
today than they were a year ago
• Educate the Buyer
• In user-centric view, have to address
the “what’s in it for me?” factor
• Move towards Pull Marketing
• Gather more insights!
Why?

21. Educating the Buyer

22. Self-Assessments

23. • Certification / Degree
• Where You Are in Your Career?
• Find the Right Career Path
• Is the Annual Conference the Right Event to
Attend?
• Am I a Good Fit for a Committee / Chapter /
Volunteer Position?
Ideas for Associations

24. • People rank themselves via assessments
• Natural curiosity to see where they rank
amongst peers or in industry
• Add data to better profile the prospects
• Build a persona
WHY?

25. Self-Assessments

26. Self-Assessments

27. Self-Assessments

28. Self-Assessments

29. Self-Assessments

30. Self-Assessments

31. Calculators

32. • What You Save as a Member
• How Much More You Would Earn with a
Certification?
• How Much of an Impact Your Participation
Makes in the Community?
Ideas for Associations

33. • Prospects identify specific parameters when
using a calculator
• Detailed numbers to aggregate across all
prospects
• Quickly identify the persona
Why?

34. Calculators

35. Calculators

36. Buyer’s
Journey

37. 1. Searched Google
2. Read Blogs
3. Completed Calculator
4. Clicked Ad
5. Read Email
6. Click CTA in Email
7. Viewed Product Page
Touchpoints

38. 8. Added Product to Cart
9. Viewed Payment Form
10. Submitted Payment Form
11. Viewed Confirmation Page
12. Lead Converted to Customer
Touchpoints

39. “Organizations using lead
scoring experience a 77%
increase in lead generation
ROI”
Sharpspring

40. • Attribute each touchpoint to a weighted
scoring system.
• Find where leads fall on the bell curve
• Setup triggered messages based on a lead’s
score
• Helps to identify lead’s ready to buy
Lead Scoring

41. 1. Searched Google (0)
2. Read Blogs (+10)
3. Completed Calculator (+15)
4. Clicked Ad (+20)
5. Read Email (+10)
6. Click CTA in Email (+15)
7. Viewed Product Page (+10)
Score Each Touchpoint

42. 8. Added Product to Cart (+30)
9. Viewed Payment Form (+40)
10.Submitted Payment Form (+50)
11.Viewed Confirmation Page
12.Lead Converted to Customer
Score Each Touchpoint

43. Find Engaged Leads

44. • Going beyond the click, and
determine if the email generated
revenue.
– Email Campaign Generated $1400.
– Email Types of Fundraising Generated
$20,000 over the last Year
Attribute Revenue to Content

45. • Attribute campaigns to organization and
departments goals
• Organization Goal
– Grow Products Sales by 5% in the next Year
Campaigns Align with Goals

46. Tips

47. • Use Interactive Content Components to
engage with a prospect
– Start the dialogue
– Collect actionable insights
– Identify / Optimize your personas
Engage

48. • Be inspired by Retail / For Profit approach
– Many ideas to extrapolate and apply to
association programs
Be Inspired

49. • Remember value of Personalization when
creating interactive content
– Context
– What’s In It for Me?
Personalization

50. Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Adam Higgins
Phone: 703.297.8254
Email: ahiggins@highroadsolution.com
www.highroadsolution.com
www.highroadu.com