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@marketingmojo | #mojowebinar | marketing-mojo.com
GET MORE LEADS
FROM SEARCH
WITH MARKETING AUTOMATION
Janet Driscoll Miller
President and CEO
Marketing Mojo
October 18, 2012
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
› Content marketing creation
• Headquartered in Charlottesville, Va
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua,
Silverpop and Hubspot
@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS
@marketingmojo | #mojowebinar | marketing-mojo.com
AGENDA
• Search and the funnel
• Forms
› Lead update
› Reducing form fields
› Social and forms
• A|B testing
• Marketing Gates
@marketingmojo | #mojowebinar | marketing-mojo.com
SEARCH AND
THE FUNNEL
@marketingmojo | #mojowebinar | marketing-mojo.com
HOW SEARCH DRIVES LEADS
• 93% of B2B buyers use search to begin
the buying process*
*Source: iMedia Connection
@marketingmojo | #mojowebinar | marketing-mojo.com
HOW MARKETING AUTOMATION
IMPROVES SALES
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment
for long-term ROI”, June 2010
@marketingmojo | #mojowebinar | marketing-mojo.com
SEARCH AND THE SALES CYCLE
• Search puts
leads in the
funnel
• Marketing
automation
nurtures leads
so they can
become
opportunities
Lead
Opportunity
Sale
Marketing
Automation
@marketingmojo | #mojowebinar | marketing-mojo.com
THE HANDSHAKE
• Search brings visitors
• Marketing automation helps search efforts convert
visitors to leads
• Marketing automation then takes the lead to
convert visitors to opportunities via nurturing
@marketingmojo | #mojowebinar | marketing-mojo.com
FORMS
@marketingmojo | #mojowebinar | marketing-mojo.com
LEAD UPDATE
• Marketing automation UPDATES a lead’s
profile instead of creating a new lead
With Marketing Automation Without Marketing Automation
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY REDUCE FORM FIELDS?
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS PROGRESSIVE
PROFILING?
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
@marketingmojo | #mojowebinar | marketing-mojo.com
USE PROGRESSIVE PROFILING
• Inside of the tool
› Use the Progressive Profiling form feature
• Outside of the tool
› Use the API
» Helpful for website pages, marketing
library logins
@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS A CONVERSION PATH?
Initial
Landing
Page
Option 1
Option1a Option1b
Option 2
Option 2a
@marketingmojo | #mojowebinar | marketing-mojo.com
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
@marketingmojo | #mojowebinar | marketing-mojo.com
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
@marketingmojo | #mojowebinar | marketing-mojo.com
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
23% Increase
in Conversions
(Downloads)
@marketingmojo | #mojowebinar | marketing-mojo.com
RAXCO EXAMPLE
Initial
Landing
Page
Home
Users
Business
Users
PC
Virtualized
Server
Server
@marketingmojo | #mojowebinar | marketing-mojo.com
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
@marketingmojo | #mojowebinar | marketing-mojo.com
EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
42.3% of
Respondents
Fill Out
Additional
Information
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY SOCIAL?
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
@marketingmojo | #mojowebinar | marketing-mojo.com
IMPLEMENTING SOCIAL LOGIN
ON FORMS
• Marketing automation
• Third-party tool
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields
@marketingmojo | #mojowebinar | marketing-mojo.com
A|B TESTING
@marketingmojo | #mojowebinar | marketing-mojo.com
TESTING VERSIONS
@marketingmojo | #mojowebinar | marketing-mojo.com
MARKETING GATES
@marketingmojo | #mojowebinar | marketing-mojo.com
MARKETING GATE
• Benefits
› Gain more leads from content resources
› Get more information from existing leads
• Challenge
› More form fields = lower conversion
› Can be a barrier to content sharing
@marketingmojo | #mojowebinar | marketing-mojo.com
@marketingmojo | #mojowebinar | marketing-mojo.com
SOLUTION: SOCIAL LOGIN
• Built in to several marketing
automation tools
› May need to use API to activate
› Program separately if needed
• Benefits:
› Fast signup
› Likely leads to higher conversion
› Learn additional information (demographics)
› Spam reduction
@marketingmojo | #mojowebinar | marketing-mojo.com
CAUTION! ALLOW FOR INDEXING BOTS
• Search engines cannot fill out forms
› Same problem as seen with store locators
and other types of forms
• Ensure that you allow bots a way
AROUND the form
› Allows for content to still be indexed, ranked
› Allows for visitors to still receive wall
@marketingmojo | #mojowebinar | marketing-mojo.com
MARKETING AUTOMATION TOOLS
• Marketo
• Eloqua
• Hubspot
• InfusionSoft
• Silverpop
• Pardot
• And many more…
@marketingmojo | #mojowebinar | marketing-mojo.com
IN SUMMARY…
• Consider employing marketing automation
• Reduce form fields
› Progressive profiling
• Try using social logins
• Test to find your best options
@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT’S NEXT?
• Interested in hearing
more about Marketing
Mojo’s services?
• Reach out to Janet &
start a conversation!
jmiller@marketing-mojo.com
800-939-5938 x101
@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller

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Get More Leads from Search with Marketing Automation

  • 1. @marketingmojo | #mojowebinar | marketing-mojo.com GET MORE LEADS FROM SEARCH WITH MARKETING AUTOMATION Janet Driscoll Miller President and CEO Marketing Mojo October 18, 2012
  • 2. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management › Content marketing creation • Headquartered in Charlottesville, Va › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot
  • 3. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  • 4. @marketingmojo | #mojowebinar | marketing-mojo.com AGENDA • Search and the funnel • Forms › Lead update › Reducing form fields › Social and forms • A|B testing • Marketing Gates
  • 5. @marketingmojo | #mojowebinar | marketing-mojo.com SEARCH AND THE FUNNEL
  • 6. @marketingmojo | #mojowebinar | marketing-mojo.com HOW SEARCH DRIVES LEADS • 93% of B2B buyers use search to begin the buying process* *Source: iMedia Connection
  • 7. @marketingmojo | #mojowebinar | marketing-mojo.com HOW MARKETING AUTOMATION IMPROVES SALES • 107% better lead conversion rate • 40% greater average deal size • 20% higher team attainment of quota • 17% better forecast accuracy Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI”, June 2010
  • 8. @marketingmojo | #mojowebinar | marketing-mojo.com SEARCH AND THE SALES CYCLE • Search puts leads in the funnel • Marketing automation nurtures leads so they can become opportunities Lead Opportunity Sale Marketing Automation
  • 9. @marketingmojo | #mojowebinar | marketing-mojo.com THE HANDSHAKE • Search brings visitors • Marketing automation helps search efforts convert visitors to leads • Marketing automation then takes the lead to convert visitors to opportunities via nurturing
  • 10. @marketingmojo | #mojowebinar | marketing-mojo.com FORMS
  • 11. @marketingmojo | #mojowebinar | marketing-mojo.com LEAD UPDATE • Marketing automation UPDATES a lead’s profile instead of creating a new lead With Marketing Automation Without Marketing Automation
  • 12. @marketingmojo | #mojowebinar | marketing-mojo.com WHY REDUCE FORM FIELDS? • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments
  • 13. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture
  • 14. @marketingmojo | #mojowebinar | marketing-mojo.com USE PROGRESSIVE PROFILING • Inside of the tool › Use the Progressive Profiling form feature • Outside of the tool › Use the API » Helpful for website pages, marketing library logins
  • 15. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IS A CONVERSION PATH? Initial Landing Page Option 1 Option1a Option1b Option 2 Option 2a
  • 16. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
  • 17. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
  • 18. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 23% Increase in Conversions (Downloads)
  • 19. @marketingmojo | #mojowebinar | marketing-mojo.com RAXCO EXAMPLE Initial Landing Page Home Users Business Users PC Virtualized Server Server
  • 20. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
  • 21. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information
  • 22. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SOCIAL? Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
  • 23. @marketingmojo | #mojowebinar | marketing-mojo.com IMPLEMENTING SOCIAL LOGIN ON FORMS • Marketing automation • Third-party tool • API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields
  • 24. @marketingmojo | #mojowebinar | marketing-mojo.com A|B TESTING
  • 25. @marketingmojo | #mojowebinar | marketing-mojo.com TESTING VERSIONS
  • 26. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING GATES
  • 27. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING GATE • Benefits › Gain more leads from content resources › Get more information from existing leads • Challenge › More form fields = lower conversion › Can be a barrier to content sharing
  • 28. @marketingmojo | #mojowebinar | marketing-mojo.com
  • 29. @marketingmojo | #mojowebinar | marketing-mojo.com SOLUTION: SOCIAL LOGIN • Built in to several marketing automation tools › May need to use API to activate › Program separately if needed • Benefits: › Fast signup › Likely leads to higher conversion › Learn additional information (demographics) › Spam reduction
  • 30. @marketingmojo | #mojowebinar | marketing-mojo.com CAUTION! ALLOW FOR INDEXING BOTS • Search engines cannot fill out forms › Same problem as seen with store locators and other types of forms • Ensure that you allow bots a way AROUND the form › Allows for content to still be indexed, ranked › Allows for visitors to still receive wall
  • 31. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING AUTOMATION TOOLS • Marketo • Eloqua • Hubspot • InfusionSoft • Silverpop • Pardot • And many more…
  • 32. @marketingmojo | #mojowebinar | marketing-mojo.com IN SUMMARY… • Consider employing marketing automation • Reduce form fields › Progressive profiling • Try using social logins • Test to find your best options
  • 33. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT’S NEXT? • Interested in hearing more about Marketing Mojo’s services? • Reach out to Janet & start a conversation! jmiller@marketing-mojo.com 800-939-5938 x101
  • 34. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller jmiller@marketing-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller Twitter: @janetdmiller

Notas del editor

  1. A little about us…
  2. Gain knowledge along a path; cookie user responses Siphon off those you don’t want in the sales queue
  3. Hidden field in form – add information about the user based on the path he/she took
  4. Up to 80%
  5. Offer additional asset Form is completely optional Up to 80% fill out the optional form