1. 1 SBI Mystery Shop Example

2. 2 1: Form Fill Company 1Company 2Company 3 Points of Entry Phone/Form Fill Delayed response (2 days) 800#/Detailed form fill Response in <1 hour Phone/Form fill Response in <1 hour “Contact Us” link easily accessible? Front page, visible Path-to-Form is succinct 1 click 3 clicks to start Criteria is inclusive and exhaustive Light Of the 3, asks for the most info Very light Quick and personalized response ~ 2 days to get personalized attn. < 1 hour directly from sales rep

3. 3 2: Content Company 1Company 2Company 3 Blog None Outdated Hard to find Resources Not User Friendly Ungated Many Mostly inward-out Ungated Mostly inward-out Ungated Webinars/ Events None Content Persona Focused? No

4. 4 3: Web Analytics Company 1Company 2Company 3 Traffic Rank US: 165,000 US: 130,000 US: 210,000 Bounce Rate 55% 44% 71% Page views/User 2.2 3.1 1.4 Time on Site 2:11 2:59 2:45 Website Grader 40 55 29

5. 5 4: Social Presence Company 1Company 2Company 3 LinkedIn 5000 followers Active job postings NO product page 6000 followers Active job postings NO product page 3500 followers Active job postings 1 product listed Twitter 800 followers Semi-active Inward-out 2074 followers Active Inward-out 1600 followers Not very active Facebook 1600 likes Active (current events) Inward-out (promotion) 1000 likes Active Inward-out (promotion) 3800 likes Active Inward-out (promotion) Slideshare None YouTube/Vimeo < 5 videos; old 30 videos, but old 5 old videos 15 videos, 4-7 months old No Vimeo

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