Madrid, October 2013 - Lead Generation and Nurture

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SEO strategy, social media, content generation and planning, demand generation and the lead nurture program. …

SEO strategy, social media, content generation and planning, demand generation and the lead nurture program.

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  • 1. Demand and Lead Generation Digital and Social Media Madrid, October 2013
  • 2. Agenda •  SEO strategy •  Social media, content generation and planning •  Demand Generation •  Coffee Break •  Lead Nurture program •  Coffee Break •  Group Exercise
  • 3. MD/Owner Head of Search & Social
  • 4. •  Global MSB •  Worked with Microsoft for five years •  Audited more than 100 Partner websites •  Manage Microsoft Western Europe Social Media •  Set up Global Digital Marketing Program •  Setting up Partner Empowerment Program
  • 5. “If you can’t explain it simply you don’t understand it well enough” Albert Einstein
  • 6. Traditional sales and marketing overvie Demand Generation Lead Nurture
  • 7. The Complete Lead Engine Demand Lead Nurture Measure return on investment
  • 8. People decide over a time span
  • 9. Bringing it all together The Balanced Scorecard §  By Robert S.Kaplan and David P Norton (1996) §  “A Landmark Achiement” Michael Hammer
  • 10. The online marketing balanced scorecard Audit SEO PPC Content Social Email Plan Action Measure Results
  • 11. The perfect balanced scorecard Audit SEO PPC Content Social Email Plan Action Measure Results
  • 12. Change. Windows 1.01 (1985) Windows 3.1 (1992)
  • 13. The perfect balanced scorecard Windows 2000 (2000) Windows 95 (1995)
  • 14. The perfect balanced scorecard Windows XP Windows 7
  • 15. The perfect balanced scorecard
  • 16. Mobile Search
  • 17. Is your website mobile ready?
  • 18. Change, convergence is with us
  • 19. Technology continues to evolve
  • 20. Behaviour  is   changing   Geo-location continues to increase
  • 21. And video is now huge and growing
  • 22. Channels
  • 23. Free Guide 42 Tips on how to generate more business from your website http://business.whitehatmedia.com
  • 24. Change in sales and marketing 1 •  Collateral 2 3 •  Telemarketing •  Events
  • 25. Change in sales and marketing Social Media Collateral 8 7 Content 1 Telemarketing 6 2 PPC Events 5 SEO 3 4 Email
  • 26. What does this mean to you Challenges More resources New strategies Measurement
  • 27. More people are needed
  • 28. You can outsource to specialists
  • 29. White Hat Media are specialists Work with 70 Partners Focus on lead generation Microsoft approved Global program Value measurement
  • 30. The integration of all teams is vital sales marketing development Process finance logistics human resources
  • 31. Demand Generation, let’s look at some channels
  • 32. Channels
  • 33. Steven Gradidge Head of Search and Social Brighton & Hove Albion FC Fan
  • 34. Search Engine Optimisation (SEO) Factors Onpage Offpage Competitors
  • 35. Importance Of Off-Page
  • 36. The SEO Customer Journey 1) Search 5) Purchase 4) Calls To Action 2) Results 3) Landing Page
  • 37. The Triangle of Trust
  • 38. Universal Search
  • 39. Now, a strong linking strategy is required
  • 40. The SEO Process Benchmark Keywords Competitors On-Page Off-Page Measure
  • 41. Seasonality: The Problems of Measuring Traffic Source: Google Insights
  • 42. Seasonality: Take a guess what key phrase this is: Gareth Bale
  • 43. Benchmark early Check and monitor positions
  • 44. Keywords: Search can be confusing
  • 45. Search Engine Results Pages for ‘Windows’
  • 46. If I Wanted Apples…To Eat
  • 47. Target Phrases: Generic Vs. Long Tail
  • 48. Very generic e.g. CRM Retail SMB Social System Cloud Best
  • 49. Sources of Data For SEO Market Data Reputation management applications Analytics Other applications KPI’s Internal Systems
  • 50. Measure Where You Are You Competitors Keyphrase 1 Keyphrase 2 Keyphrase 3 Keyphrase 4 Keyphrase 5 Positions, then why?
  • 51. You cannot win a Grand Prix with one of these Digital Marketing – Search Engine Marketing |
  • 52. The right highly tuned ‘vehicle’ is needed
  • 53. Three Areas to Consider: On-page 1 Code 2 Content 3 Structure
  • 54. Landing pages: Must be Optimised for Search •  Title tags •  H1, H2, H3 •  Link text •  Alt image text •  URLs
  • 55. Back Links: Online PR
  • 56. Bank Link Quality Social media, influence, trusted Specialist, PR Blog, forum Directories, paid, low quality article Better quality, more difficult to achieve
  • 57. Link directly from Social Media …and encourage others to do so through shares, re-tweets etc.
  • 58. Support supporting content
  • 59. Online Press and PR §  Best liaised directly exclusives stories or content §  Offer
  • 60. Invite guests bloggers
  • 61. Their networks will link to the post
  • 62. Guest post on other sites and link back Guest Post Post Link
  • 63. But share what they want And not what they don’t
  • 64. Global Dynamics Partner §  Four months campaign §  Traffic has increased 43% §  Organic §  42 traffic has increased 134% targeted keywords now on the first page
  • 65. Best for B2B Sales Based on relationships and supports the concept of ‘Trusted Advisor’
  • 66. Social Media
  • 67. Search and social together create trust •  High positions •  Easy access •  Visibility SEO Trust Social Media •  Good content •  Mention •  Visibility
  • 68. People belong to tribes
  • 69. People belong to tribes
  • 70. “Choice is and continues to be dictated by social relations. People choose to go where their friends are” Doctor Danah Boyd PHD, Microsoft Research Centre
  • 71. Social Media is not a Cure
  • 72. The Network effect Update Network 150 Virality 22,500
  • 73. What’s in it for me?
  • 74. Content has become centre stage
  • 75. What is good content? Trusted Expert Interesting Valuable Well written Shareable Funny Educational
  • 76. Content has become centre stage Polls Competitions Photography Blog Videos Discounts
  • 77. Content: Give Them What They Want Want Need These are where the leads are!
  • 78. Humanise Your Content eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment, Inter/AC Milan
  • 79. Good Content Takes Time “The amount of time required to develop a presentation is directly proportional to how high the stakes are” Nancy Duarte Slideology
  • 80. August Content Calendar FB Pi G+ G+ FB Tw Tw FB IG Pi Tw G+ FB IG FB
  • 81. Tips For Successful Social/Content J Seamless sign-off process J Minimal stakeholder involvement J Accountability J Great content J Measure, benchmark and report
  • 82. Be where the people are
  • 83. Good Content is not always found. Make it shareable!
  • 84. Blog Success •  B2B companies that blog generate 67% more leads per month than those who do not •  66% of marketers say their company blog is “critical” or “important” to their business •  77% of Internet users read blogs Source: KBK Communications
  • 85. Reasons Why Blogs Fail •  •  •  •  •  Self promotional Too ‘salesy’ No clear purpose No accountability No plan
  • 86. White Hat Media Blog
  • 87. Facebook Algorithm: EdgeRank Affinity Edge Weight Decay
  • 88. EdgeRank Brother Old Friend Brand
  • 89. Brother Brand •  Heavy WEIGHT •  High AFFINITY •  Low DECAY High EDGE •  Low WEIGHT •  Low AFFINITY •  High DECAY Low EDGE
  • 90. Facebook: Brand Pages HIGH LOW HIGH
  • 91. Social Media Crisis 1 2 3
  • 92. Social Media Crisis •  All stakeholders within any given crisis to know their role within the process (chain-of-command) •  Each stakeholder understands their accountability within online and offline communication channels •  Each crisis level has a clearly defined response time •  A social media crisis document should be developed before an actual crisis occurs •  Confirmed channels: Email? Telephone? SMS?
  • 93. Tools to measure ROI
  • 94. KPI’s: Which ones?
  • 95. Traditional sales and marketing overvie Demand Generation Lead Nurture
  • 96. The Complete Lead Engine Demand Lead Nurture Measure return on investment
  • 97. Build a Lead Engine
  • 98. More than 100 Microsoft Partners’ sites audited in the last five months
  • 99. ‘After our site was audited and recommendations by White Hat Media our traffic and enquiries quadrupled’ Comment made in public at a Microsoft event in Berlin to 60+ Partners by Sander Schoneveld, General Manager, K3.
  • 100. Free Digital Marketing Gap Analysis for 8 Partners ü  Identify areas which can be improved ü  Multiple recommendations ü  More website business
  • 101. Q: Who are your leads today? People who… •  Read your blogs? •  Respond to your email? •  Download your eBooks? •  Attend your webinars? •  Watch your videos? •  Visit your website?
  • 102. Tele-market through content Create content Follow up download Call Share on social media Email
  • 103. Training and consultancy A continuous source of enquiries and prospects.
  • 104. Example,  LinkedIn  inbound  content  
  • 105. Example,  LinkedIn,  Slideshare  combo  
  • 106. Case study; content marketing
  • 107. Content marketing
  • 108. Content marketing
  • 109. Customer Services Monitor Listening Posts Anticipate Respond rapidly
  • 110. Support customer services Set up communities Customers share in her network Customer becomes advocate Listen Respond
  • 111. What do you think?
  • 112. What do you think?
  • 113. Content creation •  eBooks, white papers •  Blogs •  Video •  Polls, surveys •  Webinars
  • 114. Example,  reaching  out  lead  nurture  
  • 115. Data capture and squeeze page
  • 116. Drive  leads  through  content   Content schedule Track and monitor
  • 117. Why Lead Nurture?
  • 118. 4 types of Lead Nurture Welcome •  Introduction •  Opt in to something else Education •  Engage to further profile •  Educate about value prop Why us? •  Differentiate •  Re-iterate value prop Accelerate •  Provide decision tools
  • 119. Segment  and  personalise  
  • 120. Why people unsubscribe
  • 121. Routes to ROI – get yourself seen Top 3 factors that affect opening rates Know and trust the sender: Subject Line: 59.2% 41.1%
 Previously opened and thought valuable: 30.1% (source: ReturnPath)
  • 122. The most impactful change; the subject line. What do you think of the following?
  • 123. ‘Net Results Newsletter’
  • 124. ‘78% of SAPs customers are SME’
  • 125. ‘6 Online Community Tips You Should Steal Today’
  • 126. ‘How to Build an All-Star Social Media Team’
  • 127. Why people unsubscribe
  • 128. But what is the best frequency? Test Gather feedback Test again
  • 129. Plan Your content calendar Who? When? What?
  • 130. Track success with analytics
  • 131. A few more tips n Always n Never personalise use capitals n Auto-complete forms n Always offer an un-subscribe option n Nurture and follow up
  • 132. Personalise  
  • 133. Progressively  profile   Learn  more  
  • 134. Automation Automated Marketing
  • 135. AutomaAcally  track  acAvity   ‘Downloaded; Best Practices for Creating a Content Marketing Strategy’
  • 136. Automate  and  score  
  • 137. Building  Readiness  to  Buy   Ready   To  Buy   Time   TOFU MOFU BOFU
  • 138. Clearly  idenAfy  and  measure  your  goals   •  Increase number of leads •  Increase volume of sales •  Reduce CCA •  Reduce lead time
  • 139. The Complete Lead Engine Demand Lead Nurture Measure return on investment
  • 140. What  The  Lead  Engine  means  to  sales   talktome@whitehatmedia.com   subject:  lead  engine  
  • 141. Business Case - Proposal   You have joined a software solution provider as the Marketing Director. To date, the company has enjoyed limited success marketing and selling.   To support growth plans, the business needs to invest more time and money in digital marketing. This is to be done through creating and implementing a successful demand generation, and lead and customer nurture plan.   Elements that need to be considered are: Objectives Planning Resources Channels and tactics for (i) lead nurture and (ii) customer nurture programmes Content Impact and value of digital marketing Delivering value to your customer’s customers Measurement
  • 142. Business Case - Proposal Company 1 •  •  •  •  Business to business Software for retail Target market Austria Consider strategy, demand generation, channels, nurture Company 2 •  •  •  •  Business to business Software for financial services Target Market Western Europe Consider strategy, demand generation, channels, nurture
  • 143. Let’s  sum  it  all  up…  
  • 144. Make  sure  your  site  is  as  good  as  it  can  be   Q:  How?                                    A:  Audit  and  acAon  
  • 145. Drive  Demand  to  your  website  
  • 146. Build  your  Lead  Engine  
  • 147. Nurture  and  build  trust  through  content   talktome@whitehatmedia.com  
  • 148. Segment,  personalise,  profile  
  • 149. Automate  and  measure,  ROI   Track     Score   Goals  
  • 150. Enjoy  your  success  
  • 151. We  can  help…   Call  0044  1273  704771   www.whitehatmedia.com   talktome@whitehatmedia.com   subject:  lead  engine