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Search Engine Marketing in Complex Sales Cycles
 

Search Engine Marketing in Complex Sales Cycles

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Description of a model for success for using search as a marketing channel when the product sales cycle is long and complex. Presented by Tracy Earles, VP marketing at Parallel Path Corp., at SMX West ...

Description of a model for success for using search as a marketing channel when the product sales cycle is long and complex. Presented by Tracy Earles, VP marketing at Parallel Path Corp., at SMX West 2011.

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    Search Engine Marketing in Complex Sales Cycles Search Engine Marketing in Complex Sales Cycles Presentation Transcript

    • Search and the Complex Sale
      A Model for Success
      © Parallel Path Corp. 2011
    • The Challenge of the Online Agency
      Agencies rely on their client’s performance to ensure success
      With long, complex sales cycles, agencies need help from client’s sales operations
      Many such markets are still relatively new to search as a lead gen tool
      © Parallel Path Corp. 2011
    • Keys to Success
      Short term feedback:
      Identify early indicators of likely high-quality leads
      Use this to optimize campaigns
      Long term feedback:
      Study past leads to see which turned in to sales
      Use this to re-optimize and adjust channel mix
      © Parallel Path Corp. 2011
    • The Complex Sale Optimization Loop
      Marketing Campaigns
      Short-Term Qualification
      Long-Term Validation
      Optimization
      Optimization
      This model is appropriate for ALL marketing channels, not just search.
      © Parallel Path Corp. 2011
    • Possible Short-Term Qualification Criteria
      Unsophisticated
      Not competitor
      Not personal email domain (comcast.net, hotmail.com)
      Valid phone number or email?
      How much contact information provided?
      Sophisticated
      What actions did prospect take on website?
      Multiple interactions?
      © Parallel Path Corp. 2011
    • Long-Term Validation Challenges
      Time-to-sale means traceability is impaired
      Tools change, staff evolves
      Leads for complex sales often go through a variety of sales channels
      Resellers, manufacturer’s reps, distributors, consultants …
      Channels have little motivation to help the agency
      Leads from different marketing channels have different nurturing needs
      © Parallel Path Corp. 2011
    • The Sales Organization Must Participate
      They must qualify leads
      They must define a search-specific qualification process
      Trade shows, inbound calls, email, direct mail leads all have their own characteristics and must be handled differently
      Some leads are perishable and need immediate follow-up, others long-term nurturing
      © Parallel Path Corp. 2011
    • Case Study 1: Database Software
      Marketing Campaigns
      Short-Term Qualification
      Long-Term Validation
      Performance improvement software for large database users
      Small company in big search environment
      PASS
      All leads immediately qualified with email or phone contact
      Optimization

      Optimization
      © Parallel Path Corp. 2011
    • Case Study 1: Database Software
      Marketing Campaigns
      Short-Term Qualification
      Long-Term Validation
      Performance improvement software for large database users
      Small company in big search environment
      PASS
      Detailed review of past leads led to conclusion: invest in search exclusively
      Optimization

      Optimization
      © Parallel Path Corp. 2011
    • Case Study 2: Logistics Software
      Marketing Campaigns
      Short-Term Qualification
      Long-Term Validation
      Logistics software for large shippers
      1000 target firms worldwide
      Disqualified prospects using personal email addresses
      FAIL
      Optimization

      Optimization
      © Parallel Path Corp. 2011
    • Case Study 3: CAD Software
      Design software tools, up to $2M purchase price
      Very complicated purchase process
      Marketing Campaigns
      Short-Term Qualification
      Long-Term Validation
      PASS
      Search leads optimized for “visit-interactions”; interactions given score based on presumed correlation to sale
      Optimization

      Optimization
      © Parallel Path Corp. 2011
    • Case Study 3: CAD Software
      Design software tools, up to $2M purchase price
      Very complicated purchase process
      Marketing Campaigns
      Short-Term Qualification
      Long-Term Validation
      PASS
      Leads are tracked throughout their lifecycle, and acceptable CPA is established by source channel
      Optimization

      Optimization
      © Parallel Path Corp. 2011
    • Success Requires Commitment
      Validation can take up to a year
      Requires long-term commitment to channel validation
      Successful search campaigns in these markets require a commitment to this model before campaigns begin.
      © Parallel Path Corp. 2011
    • Thank You