The document discusses lead generation and lead nurturing strategies using marketing automation tools. It covers organic and paid search engine marketing, social media marketing, content creation and distribution, segmentation and targeting, marketing automation workflows, and how these strategies can increase revenue by 46% and lower cost per lead by 25%. The presentation provides an overview of key tactics and channels for generating and converting leads using a marketing automation platform.

1. Lead Generation and Lead
Nurturing
Presented by:
Nick Footer | Anvil Media, Inc. | Business Development Executive
Twitter: @nickfooter | nickf@anvilmediainc.com
Jeff Linton | Act-On Software | Senior Manager, Product Marketing
Twitter: @ActOnSoftware | Jeff.Linton@ActOnSoftware.com

2. Anvil | Digital Marketing Agency
Anvil Media, Inc. is a digital marketing agency specializing in search engine
optimization, pay-per-click management, online reputation management,
mobile marketing, social media marketing, web analytics, and site conversion
optimization services.

3. Anvil | What Is A Keyword?
Anvil | Keyword Research

4. Anvil | Why Should You Care?
Title
Anvil | Keyword Research
Do you own one of these?

5. Anvil | Impact Of Google Instant
Anvil | Keyword Research

6. Anvil | Keyword Tools
Anvil | Keyword Research

7. Anvil | Organic Listings

8. Anvil | SEO - Content
Blog
Whitepapers
Reviews/FAQ
Videos
Webinars
Podcasts
Press Releases
Articles
Glossary
Newsletter Archives

9. Anvil | SEO - Code
HTML text
CSS (Cascading Style Sheets)
Breadcrumb navigation
Robots.txt File
404 Error Pages
301 redirects & Canonicalization
XML & HTML Sitemap

10. Anvil | Code – 404s

11. Anvil | Code – Tag Optimization
Keyword used in title tag
Keyword used in meta description (for click throughs)

12. Anvil | Credibility - Links
Why Do Search Engines Care About Links?
Links are a “vote” for your website
Each site that links to you tells the search
engines that your site must be useful and
important.
Another
Your site must be good
Site
since others link to it. I Another Another
will rank it higher! Site Site
Your
Site

13. Anvil | Credibility – Anchor Text
Anchor Text: The text that, when clicked on, links to
another website. Images don’t have anchor text.
The anchor text in
this link is “ROI
Revolution”
Nofollow: Only visible in website code. Tells search
engines NOT to pass any “link” value.

14. Anvil | Local SEO
Local Search Stats | Growing
Local Results Constantly Changing

15. Anvil | Local SEO Example

16. Anvil | Paid – Search Engines

17. Anvil | Paid – Components
Search
Engine
Conversion Keywords
Landing
Ad Creative
Pages

18. Anvil | Paid – Ads
Headline = 25 Characters
Description Line = 35 Characters x 2
Display URL = 35 Characters

19. Anvil | Landing Pages
Keywords in Headline
It’s all about
Fast Loading
Images & Page User
Keywords in Experience
Body Copy
Clear Call to
Action &
Relevancy to Ad
Privacy Policy - About Us

20. Anvil | Paid - Conversion
In the end, we need to get the user to do what we
want them to do.

21. Anvil | Paid – Display Networks
Contextually based results
We call this the “Content Network” or “Display
Network”
1000’s of Websites in Network

22. Anvil | Text Display Ads

23. Anvil | Display Image Ads

24. Anvil | Paid – Social
Lots Of Networks | Demographic Targeting
Hyper Targeted Ads | User Data
Free Advertising | Test First
Landing Pages | Convert

25. Anvil | Social - Facebook
800 LB Guerrilla | 1 billion users by August
Unique Content | Landing Tabs
Build Prospects Lists

26. Anvil | Social - Facebook

27. Anvil | Social - Twitter
Customer Service | Listening Programs

28. Anvil | Social - Twitter
Engage | Not Push Marketing Platform

29. Anvil | Social - LinkedIn
Q&A | Proven Thought Leadership

30. Anvil | Social - LinkedIn
Groups | Foster Collaboration

31. Anvil | Social - YouTube
Recently Updated | Premium Channels

32. Anvil | Social - YouTube
Sales Tool | Interactive

33. Anvil | Social – Google+
Fastest Growing | 100 Million Users

34. Lead Generation Channels
Organic, Paid, Social Leads | Now Convert!

35. Act-On | Marketing Automation
2008 | Beaverton Oregon
Raghu Raghavan | CEO
Founder of Responsys | 2 IPO’s
Fastest Growing SaaS
600 | 2 Years

36. Marketing Automation | Success
46% Increase | Annual Revenue
26% Increase | Lead Conversions
25% Decrease | Cost Per Lead

37. Importance | Marketing Automation
Sales | Marketing
Align
Sales | Marketing | Customer Buying Process
Remove the Unknown for Sales
Why is this a Lead
Removes the Complexity
All-in-One
Marketing
Bigger | Stronger | More Effective for Less

38. Lead Nurturing | Conversions
Understanding | Targeting
Segmentation | Planning
Nurture | Drip | Re-Market
Demo | Free Trail | Contact Sales
Top Performing organizations outperformed everyone else by 2-3x
in revenue growth and lead-to-sales conversion. These organizations
are 3x more likely to use a Marketing Automation tool.
Gleanster Research - 2011

39. Steps to Increase Revenue Today
Develop Content
Keep Score
Cadence | Progression
Align | Handoff
Track | Measure &
Refine | Repeat

40. Revenue | Content
Focus | End in Mind
Solving Specific Issues
Why it that Important
Who Gets What
Specific Content
Create a Plan

41. Revenue | Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.
Value = 10..20..30

42. Revenue | Cadence & Progression
Timing
When
How Much
How Often
Automation Tools
Progressive Forms (pre-fill)
Landing Pages - Email
Convert | Track | Report

43. Revenue | Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers

44. Increase Revenue Today
Track | Measure | Refine | Repeat
Landing Pages
Drip Marketing
Content
Website
Webinars
Segmentation
Registration Forms

45. Start Today
Plan with End in Mind
Start Simple | K.I.S.S.
Marketing Automation
{ 46% Increase in Revenue }
{ 26% Increase in Lead Conversions }
{ 25% Decrease in Cost / Lead }
Informative Webinar Topics - Videos – Best Practices

46. Contact
Nick Footer
Business Development Executive
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
503.595.6050 x228 office
503.481.6629 cell
nickf@anvilmediainc.com
Twitter: @nickfooter
LinkedIn: nickfooter

47. Upcoming Anvil Webinars
March 21st, 2012 – 10am PST
Local SEO
April 18th, 2012 – 10am PST
Site Search
May 16th, 2012 – 10am PST
Advanced Analytics
Find Out More and Register
http://www.anvilmediainc.com/search-engine-marketing-webinars