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B2B Marketing Meetup

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A talk given by Brent Harrison of SmokeJumper Strategy to the founders, CEO's and marketing leads of a Silicon Valley venture firm's portfolio of B2B and biotech companies.

A talk given by Brent Harrison of SmokeJumper Strategy to the founders, CEO's and marketing leads of a Silicon Valley venture firm's portfolio of B2B and biotech companies.

Published in: Business

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  • 1. Marketing Meetup February, 2010Strictly confidential
  • 2. Who . . .. . . has a website?. . . optimized for search?. . . knows where traffic comes from?. . . knows the most popular content?. . . how much a visit costs?. . . visitor to lead conversion rate?2 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 3. And who . . .. . . published a white paper?. . . a customer success story?. . . posts to a blog?. . . issued a “2.0” Press Release?. . . is on Twitter?. . . uses bit.ly?. . . moderates a forum on LinkedIn?. . . syndicates video online?3 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 4. Intro . . . Brent Harrison•  Founder & President, SmokeJumper Strategy –  Over 30 projects in Marketing Strategy, Product Innovation and Online Marketing –  B2B: Ariba, Emerson, MerchantCircle, VeriSign –  B2C: MyWire, Veoh, Yahoo!, Yakima –  Biotech: BD Biosciences –  Development: M7 (BEA) –  Education: McGraw-Hill, SchoolLoop, SunGard Public Sector•  Founder, Savvy Cellar Wines & Organic Wine Review•  Vice President, Marketing @ Apple•  Executive Director & GM @ AOL and Netscape•  “Smokejumper”, parachuting into forest fires4 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 5. Marketing . . . Then & Now Limited Dynamic Access Predefined Maturing Fixed Infinite Consumption Controlled Open Measurement Impressions ROI5 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 6. . . . Challenges Still Abound•  Great if you are a consumer company – but what about enterprise markets?•  Markets are fractured – how best to access them in a scalable or cost-efficient manner?•  Prospects seem to have ADD – how do we engage?•  We have a website, issue whitepapers and press releases periodically – isn’t that enough?•  How to focus those that provide greatest impact?•  Online marketing won’t work for me - I still need a salesperson to “sell” and close deals.•  How do I embrace marketing analytics and measurement as core to how we function (when I didn’t come from that world)?6 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 7. Situation: Top 25 Search Terms Search Volume (Avg. Per Month) - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 0 antivirus software antivirus “Rank” in Organic Search Results virus scan antivirus firewall 20 antivirus firewall software 40 virus adware 60 80 100 120 spyware 140 160 180 spam compliance viruses phish firewall risk 2007 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 8. SEO Report Card & Action Plan Report Card Action Plan •  Overall Grade F 1.  Drive keyword rankings •  Drive top 10 rankings into top •  Keyword Selection F 3 •  Drive top 200 to page 1 (top 10) •  Keyword Density D 2.  Focus on priority •  Webpage Titles C webpages •  Meta Descriptions F •  “Top of funnel” (product and information pages) •  Headers (H1 | H2) D 3.  Change page-by-page •  Inbound Links C •  Titles, descriptions and headers •  Quality inbound link building8 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 9. Improvement Opportunity (Top 10) Avg. 4Q09 4Q09 1Q10 1Q10 Keyword Searches Rank CTR Traffic Rank CTR Trafficvirus 11,100,000 43 1.27% 140,970 69 1.01% 112,110viruses 11,100,000 >200 0.00% - >200 0.00% -antivirus 7,480,000 3 4.60% 344,080 3 4.60% 344,080spyware 6,120,000 121 0.19% 11,628 16 1.54% 94,248risk 5,000,000 >200 0.00% - >200 0.00% -firewall 4,090,000 >200 0.00% - 7 1.90% 77,710spam 4,090,000 >200 0.00% - 20 1.50% 61,350antivirussoftware 2,740,000 1 23.00% 630,200 1 23.00% 630,200phish 2,240,000 >200 0.00% - >200 0.00% -anti virus 1,830,000 3 4.60% 84,180 3 4.60% 84,180 2.17% 1,211,058 2.52% 1,403,878 9 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 10. Results (1Q) Rank CTR Traffic 24% Increase in Visitors $200k+ Additional Revenue >10x ROI10 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 11. SEO As Foundation Malware Virus Spam Protection Spyware Antivirus Endpoint Data Security Compliance Driving Force Site Design Understand search “content” ecosystem11 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential
  • 12. Self-Assessment / What Can I Do? Content as Community Site as Nexus Accelerant PredominanceUse free keyword tools to Calendar blog posts based Establish a presence onunderstand search volumes on your understanding of Twitter, Facebook, LinkedIn& competition keywords Forum – start by observingAssess your site with Invest in authoring industry Advocate issues (notwebsite grader, SEO X-ray best practices guides and products) that are relevant& address deficiencies customer case studies to your space and causeInvest in CMS or savvy Transition as much content Actively support others –developer to optimize for to video: how-to’s, product customers, followers,search demos, exec. message, etc. analysts, media, etc.Invest in search marketing “Syndicate” your content Experiment with socialto drive relevant traffic; user (e.g. YouTube, Technorati, campaigns / promotionsconversion tracking Digg, Reddit, etc.)Use analytics to understand Use analytics to understand Measure engagement withvisitor behavior (attraction, which keywords, content you via free tools such asnavigation, conversion, exit) forms and 3 rd party sites are URL shorteners or social ©2010 driving attractive customers Confidential (Tweetdeck, Hootsuite) apps12 SmokeJumper Strategy Inc. Proprietary and
  • 13. Brent’s Contact InfoWeb: smokejumperstrategy.comBlog: smokejumperstrategy.com/blogTwitter: @SmokeJumperEmail: brent@smokejumperstrategy.comPhone: 650.868.021213 ©2010 SmokeJumper Strategy Inc. Proprietary and Confidential