Do these kinds of request ring a bell with you?
- Are you marketing budgets being slashed due to the difficulty in justifying marketing expenditures to C level executives?
- Do you have any way of measuring the results of the various marketing programs you put so much effort and dollars into?
- Do you have an efficient process for measuring the number of leads and qualified leads your site receives.
- Do you have the ability to quickly report on qualified leads and pass them to your sales team?
- Does you current Web analysis tool tell you who (by name) is going where and doing what on your website?
- Do you have the ability to run user-selectable reports that actually provide meaningful information on leads to sales, and ROI on marketing program investment?
HiPoint Marketing has produced three modules for making sure you are getting the most from your marketing dollar, and providing you with useful feedback, giving you the ability to tweak programs that aren't successful.
The STT is a tool that monitors traffic based on the parameters you specify. In conjunction with the UGS security module, the STT can track anyone who has logged into your site. On the admin side, you determine exactly what behaviors you wish to track. For example, you may determine that anyone who has visited a specific product page, downloaded a brochure, reviewed a case study, and has attended your booth at a trade show is considered a qualified lead. Once set, anytime someone meets this criteria, no matter what period of time it takes, they get flagged and the reporting tool provides you with notification.
Features of the STT:
- Intuitive administration area requiring no programming skills to set up
- The ability to report on all movements a user makes on a site, or specify which behaviors to monitor
- E-mail based auto-responder to let you know when a user has met your predetermined behavior
- In conjunction with the RT, provides you an unlimited amount of reporting based on your criteria
Benefits of the STT:
- The chance of you missing a qualified lead from your site is reduced dramatically
- You can actually qualify a lead just by watching their behaviour
- Every company utilizes different sales methodologies, but this tool allows you to adapt to your own
The RT is a completely configurable tool that provides in-depth reports on the movements of visitor (collected by the STT) through the site. Essentially, any piece of information captured into the database can be reported upon. The delivery of these reports is also user adjustable and can come by way of e-mail in multiple formats, or can be automatically dumped into an existing database from any SFA or CRM that is ODBC compliant.
The ROI Tracker tool allows marketers to justify their expenditures and automate the process of determining the cost per lead. This tool combines calculation and measurement features to determine the ROI. For example, if you run an advertisement with a call to action to visit the website and download a case study. ROI is calculated using the cost of the ad, the start and expected end date of the ad, and the audience size. The download page would be created through the STT. At the start date of the campaign, the ROIT would start monitoring the download page and would measure how many people hit the page, and how many people downloaded the file. The tool would then receive reports from the STT as to future movement on the site. Finally, if a sale is made, the information would be added to the database and combined to give you a full report. Reports include cost per lead, ROI of program, sales per program, etc. All reports are user configurable and HiPoint Marketing can work with you to build the reports you require.
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