CMB Content marketing performance review Episode 3: scorpionsoft

www.contentmarketingblueprint.com
Content Marketing Performance Review
Client: Scorpion Software
Agency: Innovative Marketing
Resources
Every Thursday @3pm Eastern

Max Traylor
VP Business Development
Content Marketer’s Blueprint
+MaxTraylor
Linkedin/in/maxtraylor

What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s
Blueprint.
Join the Conversation
@CMBlueprint
or
+ContentMarketersBlueprint

Today’s Schedule
15 minutes: Scorpion Software performance overview
30 minutes: Team recommendations & deep dive
Tools: HubSpot & CMB Lead Quality Report

After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

Quarter 1 Report
Today’s Client:
www.ScorpionSoft.com

Company Profile
 Scorpion Software produces “user authentication”
software that provides numerous for determining that a
user is who they say they are.
 Can sell globally.
 Their software helps with a ton of industry compliance
laws such as CJIS, HIPAA, and PCI DSS
 The only sell through their channel partners.

Engine Snapshot (Blueprint)
 Buyer Persona – IT Service/Managed Service Provider
 Info Categories – Password security, multi-factor
authentication, compliance
 Awareness offers – Approx 15
 Consideration offer – 10+
 Decision offer – Product demo, assessment and pricing
offers

Resource Center
Resources broken up by
Buyer’s Journey
 Product Focused Section
 Educational Section
 Webinar Section

Industry Specific Assets

Two Blogs
Blog.scorpionsoft.com
 Linked to on main site
homepage
 Technical and product focused
 3x/week
Insights.scorpionsoft.co
m
 Not linked to from main website
 Educational & not technical
 Focused on business owners
 2x/week
Lesson Learned:
Don’t let your clients put your new blog on an island… it will take
longer to get noticed when you should be able to leverage existing
website traffic day 1.

Historical Results:
Success
 Phenomenal YOY growth in lead volume.
 Over 50% growth in leads generated per month.
 Many of our leads are sales qualified ( 25% request pricing)
 Organic is our primary driver of SQLs (55%) and sales (61%)
 Rounds of A/B testing have proven successful
 LinkedIn advertising campaigns convert at very high rates (some
above 20-40%) which means a low CPL

Historical Results: Lead
Quality
C-Level Overview

(Lead Quality Report C-Level Overview)

Historical Results:
Success Continued
 Overall keyword performance has been strong since we started
blogging in July 2013.
 Our section of the blog “Insights in IT Security” has had long-term
sustained growth
 It only grows “organically”. We pull in traffic from highly targeted
keywords.
 Traffic to Insights converts at higher rates than the same sources to
the main site.
 We’ve been able to push from 1.1% total conversion rate (prior to
working with us) to 1.5%+

Historical Results:
Success Continued

Historical Results:
Problem Areas
 A few months ago, a new client contact took over. He was
the VP of Sales and is now the VP of Sales and Marketing.
 Our blog is “hidden” from view. You can’t find it from the
main site. The only way to find it is through organic sources
of traffic.
 The site is built on wordpress, of which we don’t have
access. There’s little we can do to adjust individual pages.
They have yet to find an internal web dev after losing theirs
in January.

Historical Results:
Problem Areas Continued
 Content demands are heavy. They require two whitepapers
per month, and 12 blogs.
 We’re working towards a 2% sitewide conversion
rate, but 50% of their traffic goes to pages not meant for
marketing.
 Software tutorials
 File downloads
 Help documents
 Despite strong long-term growth, client will get concerned
about monthly, and even weekly, fluctuations.
 We are not hitting our Social Media KPIs

Q1 Insights
 We’re up 6.5% in traffic and 4.16% in leads over last quarter.
 Paid search and AB testing has paid off. However, conversion is
down 0.03%. Content production has increased this quarter (10-
12 per month) vs. much of last quarter (8 per month).
 In the short-term, moving towards our goal of 2%
conversion is heavily dependent on paid search due to
it’s high conversion rate

Paid Visits and Conversions

Paid Lead Quality

Organic Visits and
Conversions

Q1 Insights Continued
 We’re not receiving the volume we need from paid
search. If we can increase linkedin ad traffic, while
maintaining a 10%+ conversion rate, that will really
help in driving up our site-wide conversion rate.
 How can we increase social media results along the
following KPIs:
 Fan/follower counts
 Leads
 Customers

Q1 Insights Continued
 Our hands are partially tied in regards to conversion rate.
We have plenty of offers, we do A/B testing, but we’re
subject to the following limitations:
 Can’t adjust internal site pages for conversion due to lack of
access
 Half of our traffic is not meant to convert (i.e. downloading
essential software files or accessing help documents
 Despite these conditions, are there other things we
could be doing to push conversion rates up?

Recommendations from Q1
 Emphasis on Linkedin advertising to hit 2%
conversion KPI
 Premium link building campaign to increase organic
traffic & overall lead quality.
 Retargeter ads through Visiseek to help increase lead
quality of paid search. This is somewhat of a hybrid
because the ads will only be shown to previous
organic, direct, referral visitors (historically high quality
leads).

Next Session: Tuesday
April 1st @3pm
“Retargeting with Visiseek”
Featuring: Brant Chlebowski | Visiseek
Signup at: www.contentmarketingblueprint.com/2014-webinars

CMB Content marketing performance review Episode 3: scorpionsoft

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CMB Content marketing performance review Episode 3: scorpionsoft