CMB Content marketing performance review Episode 3: scorpionsoft


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An enterprise software company has been using inbound marketing to generate leads for over a year. In this episode we look at the success and challenges this client has faced from an inbound marketing agency's perspective, to offer insights to other agencies and clients implementing inbound and content marketing for themselves.

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CMB Content marketing performance review Episode 3: scorpionsoft

  1. 1. Content Marketing Performance Review Client: Scorpion Software Agency: Innovative Marketing Resources Every Thursday @3pm Eastern
  2. 2. Max Traylor VP Business Development Content Marketer’s Blueprint +MaxTraylor Linkedin/in/maxtraylor
  3. 3. 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
  4. 4. Today’s Schedule 15 minutes: Scorpion Software performance overview 30 minutes: Team recommendations & deep dive Tools: HubSpot & CMB Lead Quality Report
  5. 5. After the Webinar • Webinar recording • Slides • Blog article
  6. 6. Quarter 1 Report Today’s Client:
  7. 7. 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.
  8. 8. 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
  9. 9. Resource Center Resources broken up by Buyer’s Journey  Product Focused Section  Educational Section  Webinar Section
  10. 10. Industry Specific Assets
  11. 11. Two Blogs  Linked to on main site homepage  Technical and product focused  3x/week 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.
  12. 12. 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
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  15. 15. Historical Results: Lead Quality C-Level Overview
  16. 16. (Lead Quality Report C-Level Overview)
  17. 17. 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%+
  18. 18. Historical Results: Success Continued
  19. 19. 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.
  20. 20. 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
  21. 21. 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
  22. 22. Paid Visits and Conversions
  23. 23. Paid Lead Quality
  24. 24. Organic Visits and Conversions
  25. 25. Organic Visits and Conversions
  26. 26. 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
  27. 27. 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?
  28. 28. 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).
  29. 29. Next Session: Tuesday April 1st @3pm “Retargeting with Visiseek” Featuring: Brant Chlebowski | Visiseek Signup at: