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Inside Intralinks:
0 to SEO
John C. Fernandez
Director, Online Marketing, Intralinks
SEPTEMBER 19, 2013
Who Am I?
John C. Fernandez
Director, Online Marketing
Intralinks (NYSE: IL)
jfernandez@Intralinks.com
Twitter: @JFernande...
About Intralinks NYSE: IL
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 4
3,500+CLIENTS
90,000+ORGANIZATIONS...
About Intralinks NYSE: IL
55,000+TRANSACTIONS TOTALING
$23.5T
$217M
2012 REVENUE
SEPT 19, 2013 INTRALINKS :: C3: INSIDE IN...
Industrial
Consumer
Pharmaceutical
Energy
Legal
Financial
Transportation
Federal / State
SEPT 19, 2013 INTRALINKS :: C3: I...
Our Challenge
In Online Marketing, our job
was to re-design the
website, but there was a
problem…
Company had over
$100 mi...
How Low?
4,987MQLs
Any lead passed to sales (Includes
every gated form, webform, phone call,
email)
436OPPs Sales validate...
The Inbound World In 2008…
DRUPAL
RIGHT
NOW
MANUAL
E-MAIL
MANUAL
WEB-TO-LEAD
No trackability
Very manual
No consistent pro...
The Inbound World In 2008…
DRUPAL
Everything goes through Eloqua!
Full trackability, e-mail notifications,
and use of cont...
Steps To Our Solution
Clean Up The Website!
Used to take 3 clicks to get to a form, made it 0
Used to take 4 clicks to get...
Your Contact Form
Ask 3 Questions
What do You really need?
What does Sales really need?
And, more importantly…
What does t...
Form Analytics
Google Analytics
Funnel!
Cost us about $2,500 to build and
implement – Vendor: ROI Labs
Gives us clear data...
What % of sales requests
check this box on our form?
Have someone call me
immediately
46%
SEPT 19, 2013 INTRALINKS :: C3: ...
What % of non-sales request
check this box?
Have someone call me
immediately
83%
SEPT 19, 2013 INTRALINKS :: C3: INSIDE IN...
We were completely
misrouting everything!
Have someone call me
immediately
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALIN...
Steps To Our Solution
Pick Up The Phone!
Check every phone number on your website, collateral, etc.
• Who picks it up duri...
Steps To Our Solution
No more e-mail!
Created Eloqua Forms in plain
HTML for internal Customer
Service representatives to
...
What About Sales?
No, we did not have any SLAs
with Sales…
SLAs to us are magical unicorns
which do not exist in our
unive...
What About Sales?
But, we can try a few things:
• Decide to focus on very key to-dos
for Sales, and creating reports for
S...
The Science of Our Success
2008
4,987MQLs 3,296
$10.7KAVG$ $10.8K
$4.68MPIPELINE $34.45M
2011
436OPPs
8%
3,171
96%
-34%
62...
And now
for my next trick…
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 22
What Was Missing?
There were a lot of things I didn’t talk about! What about…
Online Advertising
SEO
Marketing
All I was d...
Let’s give an example…
A very important keyword for us is
“Virtual Data Room”
“A virtual data room is an online
repository...
“Virtual Data Room”
Compared to Soda…
BRAND LEADER
Intralinks
BRAND FOLLOWER
V-Rooms
GENERIC
Virtual Data Room
SEPT 19, 20...
Paid Search Conversions: 1/2010 -
2/2012
In looking at paid search,
Virtual Data Room and its family
dominates all non-Int...
Organic Search Traffic: 1/2010 - 2/2012
However, in looking at Natural
Search (non-Paid), the keywords
skew very much towa...
Here’s What I Had…
Tons of B2B Websites talk like this!
• No Images.
• Tons and tons of boring text.
Where was my “Virtual...
And now…
For the first time, we were able to
have a page dedicated to “Virtual
Data Room.” In fact, we never had
this in o...
Who here gets e-mails like this?
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 30
But Why Is This?
On-Site Analytics Off-Site Analytics
Banners
E-mail
Social
PPC
SEO
SEPT 19, 2013 INTRALINKS :: C3: INSIDE...
We have Searchlight now!
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 32
Searchlight Recommendations
Searchlight had identified many issues on the keyword
“Virtual Data Room” which we needed to a...
How has our rank gone up?
1
3
5
7
9
11
13
15
Rank
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 34
Does our traffic confirm this?
0
50
100
150
200
250
300
January
February
March
April
May
June
July
August
September
Octobe...
This helps our PPC, also!
$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
$1,600.00
January
February
M...
And now
for my next trick…
AGAIN!
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 37
Lightning Only Struck Once
I did well on one page,
and it took me 3 ½ years.
So what?
• HiPPO Problems Still Exist
• Analy...
What’s a HiPPO?
HiPPO = Highest Paid Person’s Opinion
SEOs are never the highest paid person in the room…
(maybe we should...
Remember this e-mail?
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 40
They keep coming!!!
Actual quotes from e-mails sent in
2013 to me from HiPPOs about SEO:
• “SEO is free”
• “Our rank isn’t...
Educate, Educate, Educate!
You have to educate your
HiPPOs about SEO:
• Be Proactive!
• Show Success!
• Show Failure!
• … ...
Remember what Reagan said?
“Доверяй,
но проверяй.”
– President Ronald Reagan
Remember what Reagan said?
“Trust,
but verify.”
– Russian Proverb
Remember This Slide?
2008
4,987MQLs 3,296
$10.7KAVG$ $10.8K
$4.68MPIPELINE $34.45M
2011
436OPPs
8%
3,171
96%
-34%
627%
1%
...
How Do You Like It Now?
2008
4,987MQLs 3,296
$10.7KAVG$ $10.8K
$4.68MPIPELINE $68.90M
2011
436OPPs
8%
3,171
96%
-34%
627%
...
See The Problem?
Grown-up companies need grown-up
reporting and analytics
• Excel & PowerPoint are “Black
Boxes”
• Every t...
No longer this…
2008
4,987MQLs 3,296
$10.7KAVG$ $10.8K
$4.68MPIPELINE $34.45M
2011
436OPPs
8%
3,171
96%
-34%
627%
1%
636%
...
But this!
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 49
No longer this…
1
3
5
7
9
11
13
15
Rank
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 50
But this!
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 51
But SEO’s can’t do it
alone.
We need support from everyone.
… Why?
• Content comes from Everywhere
• SEO isn’t about traff...
Center of Excellence?
Yes, many of you are getting to that
integrated Center of Excellence
… we’re not
… yet.
• Product Ma...
Lessons Learned
• Search is a life-long journey. No matter where you start, you
can get forward. Even if you start from as...
See the head fake?
Most of this deck isn’t for you…
It’s really for me.
• This is how I can help build a business case
• F...
So How Did I Do?
What was my main goal?
• 4 ½ years later, my goal is still
to increase revenue from
digital
• To educate ...
Did You See The Job Qualifications?
SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 57
I couldn’t have gotten ...
Thank You John C. Fernandez
Director, Online Marketing
Intralinks
jfernandez@Intralinks.com
Twitter: @JFernandez
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Inside Intralinks 0 to SEO

  1. 1. Inside Intralinks: 0 to SEO John C. Fernandez Director, Online Marketing, Intralinks SEPTEMBER 19, 2013
  2. 2. Who Am I? John C. Fernandez Director, Online Marketing Intralinks (NYSE: IL) jfernandez@Intralinks.com Twitter: @JFernandez Conductor Customer Since 2012 Eloqua Customer since 2006 SFDC Customer since 2001 Doing “this” since 1999
  3. 3. About Intralinks NYSE: IL SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 4 3,500+CLIENTS 90,000+ORGANIZATIONS 2,700,000+USERS GLOBALLY 988 USERS INCLUDE OF THE FORTUNE 1000
  4. 4. About Intralinks NYSE: IL 55,000+TRANSACTIONS TOTALING $23.5T $217M 2012 REVENUE SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 5
  5. 5. Industrial Consumer Pharmaceutical Energy Legal Financial Transportation Federal / State SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 6
  6. 6. Our Challenge In Online Marketing, our job was to re-design the website, but there was a problem… Company had over $100 million in revenue Inbound Pipeline (not even revenue!) was very low! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 7
  7. 7. How Low? 4,987MQLs Any lead passed to sales (Includes every gated form, webform, phone call, email) 436OPPs Sales validated opportunities $10.7KAVG$ Average Dollar Value of Opps $4.68MPIPELINE Total Value of Opps 9% = = = = 2008 SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 8 REVENUE Total Value of Wins=$2.46M
  8. 8. The Inbound World In 2008… DRUPAL RIGHT NOW MANUAL E-MAIL MANUAL WEB-TO-LEAD No trackability Very manual No consistent process SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 9
  9. 9. The Inbound World In 2008… DRUPAL Everything goes through Eloqua! Full trackability, e-mail notifications, and use of contact groups for archival. RIGHT NOW SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 10
  10. 10. Steps To Our Solution Clean Up The Website! Used to take 3 clicks to get to a form, made it 0 Used to take 4 clicks to get to a phone number, made it 0 Un-gated all of our content (Whitepapers, Webcasts, etc.) SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 11
  11. 11. Your Contact Form Ask 3 Questions What do You really need? What does Sales really need? And, more importantly… What does the User really need to give you? SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 12
  12. 12. Form Analytics Google Analytics Funnel! Cost us about $2,500 to build and implement – Vendor: ROI Labs Gives us clear data on how users proceed through the Contact Us form, where they abandon, and where they go to upon leaving SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 13
  13. 13. What % of sales requests check this box on our form? Have someone call me immediately 46% SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 14
  14. 14. What % of non-sales request check this box? Have someone call me immediately 83% SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 15
  15. 15. We were completely misrouting everything! Have someone call me immediately SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 16
  16. 16. Steps To Our Solution Pick Up The Phone! Check every phone number on your website, collateral, etc. • Who picks it up during office hours? Off hours? Weekends? • Made sure to have either: • 24/7 Coverage, by either Inside Sales or MarketOne • Message-taking capabilities, and reference to 24/7 number SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 17
  17. 17. Steps To Our Solution No more e-mail! Created Eloqua Forms in plain HTML for internal Customer Service representatives to create leads in Salesforce that can be tracked SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 18
  18. 18. What About Sales? No, we did not have any SLAs with Sales… SLAs to us are magical unicorns which do not exist in our universe… SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 19
  19. 19. What About Sales? But, we can try a few things: • Decide to focus on very key to-dos for Sales, and creating reports for Sales Management, even if they do not have SLAs, can bring about very positive Sales behavior! • Mailed directly by Salesforce to Sales! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 20
  20. 20. The Science of Our Success 2008 4,987MQLs 3,296 $10.7KAVG$ $10.8K $4.68MPIPELINE $34.45M 2011 436OPPs 8% 3,171 96% -34% 627% 1% 636% SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 21 $2.46MREVENUE $15.43M527%
  21. 21. And now for my next trick… SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 22
  22. 22. What Was Missing? There were a lot of things I didn’t talk about! What about… Online Advertising SEO Marketing All I was doing was infrastructure! PPC Search SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 23
  23. 23. Let’s give an example… A very important keyword for us is “Virtual Data Room” “A virtual data room is an online repository of information that is used for the storing and distribution of documents.” -Wikipedia SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 24
  24. 24. “Virtual Data Room” Compared to Soda… BRAND LEADER Intralinks BRAND FOLLOWER V-Rooms GENERIC Virtual Data Room SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 25
  25. 25. Paid Search Conversions: 1/2010 - 2/2012 In looking at paid search, Virtual Data Room and its family dominates all non-Intralinks brand in keywords where a conversion (Form Fill-Out to Sales) took place. Rank Keyword #1 Intralinks #2 Intralink #3 Virtual Dataroom #4 Virtual Data Room #5 Interlinks #6 Document Repository #7 Data Room Services #8 Intralinks Data Room #9 Online Data Rooms #10 Intra links #11 Electronic Data Room #12 Intralinks Com SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 26
  26. 26. Organic Search Traffic: 1/2010 - 2/2012 However, in looking at Natural Search (non-Paid), the keywords skew very much towards our brand, but Virtual Data Room only ranks #88 in terms of traffic. Rank Keyword #1 Intralinks #2 Intralinks.com #3 www.Intralinks.com #4 Intralink #5 Intralinks Login #6 Interlinks #7 Intralinks Designer #8 Intra links #9 Interlinks.com #10 ww.Intralinks.com #11 www.Intralinks.cm #88 Virtual Data Room SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 27
  27. 27. Here’s What I Had… Tons of B2B Websites talk like this! • No Images. • Tons and tons of boring text. Where was my “Virtual Data Room” keyword? SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 28
  28. 28. And now… For the first time, we were able to have a page dedicated to “Virtual Data Room.” In fact, we never had this in our content to begin with! Also added: • Solution Descriptors • Solution-Specific Images • Solution Infographic • Case Studies • Contact Form SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 29
  29. 29. Who here gets e-mails like this? SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 30
  30. 30. But Why Is This? On-Site Analytics Off-Site Analytics Banners E-mail Social PPC SEO SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 31
  31. 31. We have Searchlight now! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 32
  32. 32. Searchlight Recommendations Searchlight had identified many issues on the keyword “Virtual Data Room” which we needed to address: • The keyword not being included in ALT text • Meta Description Too Long • Numerous Images with missing ALT Attributes • Multiple H1 Tags • Etc… SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 33
  33. 33. How has our rank gone up? 1 3 5 7 9 11 13 15 Rank SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 34
  34. 34. Does our traffic confirm this? 0 50 100 150 200 250 300 January February March April May June July August September October November December January February March April May June July August Visits SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 35
  35. 35. This helps our PPC, also! $0.00 $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 $1,400.00 $1,600.00 January February March April May June July August September October November December January February March April May June July Cost/Conversion SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 36
  36. 36. And now for my next trick… AGAIN! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 37
  37. 37. Lightning Only Struck Once I did well on one page, and it took me 3 ½ years. So what? • HiPPO Problems Still Exist • Analytics Need To Grow Up • SEO Is Too Hard to do it Alone SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 38
  38. 38. What’s a HiPPO? HiPPO = Highest Paid Person’s Opinion SEOs are never the highest paid person in the room… (maybe we should be?)
  39. 39. Remember this e-mail? SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 40
  40. 40. They keep coming!!! Actual quotes from e-mails sent in 2013 to me from HiPPOs about SEO: • “SEO is free” • “Our rank isn’t good for [keyword]” • “Why is [competitor] winning?” • “Wikipedia can do it, and they’re begging for money!” SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 41 …about SEO
  41. 41. Educate, Educate, Educate! You have to educate your HiPPOs about SEO: • Be Proactive! • Show Success! • Show Failure! • … but most importantly, Show a Plan • … and Measure Against It! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 42
  42. 42. Remember what Reagan said? “Доверяй, но проверяй.” – President Ronald Reagan
  43. 43. Remember what Reagan said? “Trust, but verify.” – Russian Proverb
  44. 44. Remember This Slide? 2008 4,987MQLs 3,296 $10.7KAVG$ $10.8K $4.68MPIPELINE $34.45M 2011 436OPPs 8% 3,171 96% -34% 627% 1% 636% SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 45 $2.46MREVENUE $15.43M527%
  45. 45. How Do You Like It Now? 2008 4,987MQLs 3,296 $10.7KAVG$ $10.8K $4.68MPIPELINE $68.90M 2011 436OPPs 8% 3,171 96% -34% 627% 1% 1372% SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 46 $2.46MREVENUE $30.86M1154%
  46. 46. See The Problem? Grown-up companies need grown-up reporting and analytics • Excel & PowerPoint are “Black Boxes” • Every tool you use today has an ability to report in a professional manner (*cough* Searchlight) • If it doesn’t, you shouldn’t be using it! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 47
  47. 47. No longer this… 2008 4,987MQLs 3,296 $10.7KAVG$ $10.8K $4.68MPIPELINE $34.45M 2011 436OPPs 8% 3,171 96% -34% 627% 1% 636% SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 48 $2.46MREVENUE $15.43M527%
  48. 48. But this! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 49
  49. 49. No longer this… 1 3 5 7 9 11 13 15 Rank SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 50
  50. 50. But this! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 51
  51. 51. But SEO’s can’t do it alone. We need support from everyone. … Why? • Content comes from Everywhere • SEO isn’t about traffic • It’s about the Customer Lifecycle • SEO impacts Revenue • Revenue impacts Everyone
  52. 52. Center of Excellence? Yes, many of you are getting to that integrated Center of Excellence … we’re not … yet. • Product Marketing creates strategy and messaging • Field Marketing creates the campaigns • Marketing Communications creates the content - …so do Corp. Communications, Investor Relations and Legal! • Sales uses all the content • IT runs the technology • C-Levels and Board see (and demand) results! SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 53
  53. 53. Lessons Learned • Search is a life-long journey. No matter where you start, you can get forward. Even if you start from as far back as we did. • You are the expert. Inform, lead, teach. • … but, don’t run too far ahead, even if you can. • Focus on communicating with everyone internal and external to your organization. SEO impacts revenue which impacts everybody! • You can’t do it alone. SEO is too hard a problem for that now. SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 54
  54. 54. See the head fake? Most of this deck isn’t for you… It’s really for me. • This is how I can help build a business case • For Digital… For Search… For SEO… For Searchlight • This deck is designed to be educational • For You, of course… but also for Me… and also for My Bosses SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 55
  55. 55. So How Did I Do? What was my main goal? • 4 ½ years later, my goal is still to increase revenue from digital • To educate and evangelize, yes… • … but to get resources, too! • Finally – there is a job req out there for search! • SEO, PPC, Digital AdvertisingSEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 56
  56. 56. Did You See The Job Qualifications? SEPT 19, 2013 INTRALINKS :: C3: INSIDE INTRALINKS: 0 TO SEO 57 I couldn’t have gotten this far without Searchlight. … but I won’t get where I’m going without out, either.
  57. 57. Thank You John C. Fernandez Director, Online Marketing Intralinks jfernandez@Intralinks.com Twitter: @JFernandez

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