Please submit all questions using the questions tab on your  GoToWebinar interface.
Using Blogs to Generate and Nurture Demand into Closed Business featuring Chris Baggott CEO/CoFounder  Compendium Blogware...
Who benefits most from Information?
Source: Pew Internet & American Life Project *Not online As Much As 80% of all web interactions begin with search 0% 10% 2...
43% Increase
Website SEO  PPC Campaigns 0 1,000’s Keyword Phrases Targeted Search Strategies
 
“… the overwhelming dominance of search engines is facing little, if any, threat from social networks.”   eMarketer Octobe...
Almost All Blog Traffic Looks Like This: “ Organic Search Traffic is the most critical metric I track.” Kelly Feller Socia...
© 2009 Compendium Blogware, All Rights Reserved Winning Search: Targeted messages delivered around  specific keywords .
© 2009 Compendium Blogware, All Rights Reserved Create multiple web pages, each titled with specific keywords and/or phras...
 
What  About The Others? Identified 5,000 terms
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved
 
 
 
 
 
Keywords <ul><li>&quot;Think about what people are going to type...and talk about that&quot; </li></ul><ul><ul><ul><ul><ul...
 
250 Blogs….48 In Top 10  In Three Weeks
Solicit Content
User Generated Content
Over 450 Clients Nationwide
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved Cvent : The largest US based web survey and event management organization....
 
 
 
Results <ul><li>45% Unique Visitors Actually sign up </li></ul><ul><li>80% Become customers or are in the sales process. <...
© 2009 Compendium Blogware, All Rights Reserved
© 2009 Compendium Blogware, All Rights Reserved GK Elite : GK Elite Sportswear is the most recognized manufacturer of gymn...
 
 
 
Takeaways for Common Success <ul><li>Blogging Strategy Built for Search </li></ul><ul><li>Thorough Keyword Analysis </li><...
Who We Are <ul><li>Customer Lifecycle Marketing Platform </li></ul><ul><ul><li>Multi-touch, multi-channel Communications  ...
5Buckets On-demand Software <ul><li>Lifecycle Communications </li></ul><ul><li>Connect disparate data sources with marketi...
The Customer Lifecycle 12/09/09 © 2009 Right On Interactive <ul><li>Initiate –  A constituent is identified or initially e...
Lifecycle Map™ 12/09/09 Right On Interactive
Blog to Lead Conversion 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Fur...
What Often Happens… <ul><li>Qualified – Transfer to Sales </li></ul><ul><ul><li>Marketing communications cease during sale...
What Should Happen… <ul><li>Programmatic drip nurture campaign </li></ul><ul><ul><li>Individualized content and cadence </...
Quadruple Buyer Engagement 12/09/09 Right On Interactive 20% 15% 10% 5% 0% Nurture Communications Series Response Index Cu...
Add to Campaign Results 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Fur...
Auto Nurture the Blog Lead 12/09/09 Right On Interactive Send higher quality leads to the sales team Cultivate future pote...
Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 0 14
Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 21 0 14
Segment & Schedule 12/09/09 Right On Interactive
Automated Lead Nurturing <ul><li>Drive More Revenue </li></ul><ul><ul><li>Increase engagement up to 400% or more! </li></u...
Initiate, Develop, Convert Stages 12/09/09 Right On Interactive Informational articles address common fears and objections...
Adopt Stage 12/09/09 Right On Interactive Since implementing Content Quest: Customers reach critical mass in record time 4...
<ul><li>Richard Cunningham </li></ul><ul><li>Vice President, Marketing </li></ul><ul><li>[email_address] </li></ul><ul><li...
Questions & Answers <ul><li>Chris Baggott </li></ul><ul><li>[email_address] </li></ul><ul><li>www.compendium.com </li></ul...
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Using Blogs to Generate and Nurture Demand into Closed Business

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Using Blogs to Generate and Nurture Demand into Closed Business

  1. 1. Please submit all questions using the questions tab on your GoToWebinar interface.
  2. 2. Using Blogs to Generate and Nurture Demand into Closed Business featuring Chris Baggott CEO/CoFounder Compendium Blogware Richard Cunningham VP of Marketing Right On Interactive +
  3. 3. Who benefits most from Information?
  4. 4. Source: Pew Internet & American Life Project *Not online As Much As 80% of all web interactions begin with search 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Search Audio/Video Instant Message Text Message* Social Networking
  5. 5. 43% Increase
  6. 6. Website SEO PPC Campaigns 0 1,000’s Keyword Phrases Targeted Search Strategies
  7. 8. “… the overwhelming dominance of search engines is facing little, if any, threat from social networks.” eMarketer October 2009
  8. 9. Almost All Blog Traffic Looks Like This: “ Organic Search Traffic is the most critical metric I track.” Kelly Feller Social Media Manager - Intel
  9. 10. © 2009 Compendium Blogware, All Rights Reserved Winning Search: Targeted messages delivered around specific keywords .
  10. 11. © 2009 Compendium Blogware, All Rights Reserved Create multiple web pages, each titled with specific keywords and/or phrases, populated with relevant (human) content.
  11. 13. What About The Others? Identified 5,000 terms
  12. 14. © 2009 Compendium Blogware, All Rights Reserved
  13. 15. © 2009 Compendium Blogware, All Rights Reserved
  14. 16. © 2009 Compendium Blogware, All Rights Reserved
  15. 22. Keywords <ul><li>&quot;Think about what people are going to type...and talk about that&quot; </li></ul><ul><ul><ul><ul><ul><li>Matt Cutts: Google </li></ul></ul></ul></ul></ul>3,000,000 Searches/ 200 Terms
  16. 24. 250 Blogs….48 In Top 10 In Three Weeks
  17. 25. Solicit Content
  18. 26. User Generated Content
  19. 27. Over 450 Clients Nationwide
  20. 28. © 2009 Compendium Blogware, All Rights Reserved
  21. 29. © 2009 Compendium Blogware, All Rights Reserved Cvent : The largest US based web survey and event management organization. Blogging since September 2008. 433% ROI as of October 2009. 399% Lift in click rate since July due to continuous testing. 500% Increase in keyword reach compared to paid search activity. Three program expansions to-date.
  22. 33. Results <ul><li>45% Unique Visitors Actually sign up </li></ul><ul><li>80% Become customers or are in the sales process. </li></ul>
  23. 34. © 2009 Compendium Blogware, All Rights Reserved
  24. 35. © 2009 Compendium Blogware, All Rights Reserved GK Elite : GK Elite Sportswear is the most recognized manufacturer of gymnastics apparel in the world. Blogging since December 2008. 976% ROI as of October 2009. 39% lift in sales, 30% traced directly back to blogs. Recently tripled program size due to success.
  25. 39. Takeaways for Common Success <ul><li>Blogging Strategy Built for Search </li></ul><ul><li>Thorough Keyword Analysis </li></ul><ul><li>Consistent Content Creation </li></ul><ul><li>Strong Calls to Action </li></ul><ul><li>Metrics and Analytics </li></ul>
  26. 40. Who We Are <ul><li>Customer Lifecycle Marketing Platform </li></ul><ul><ul><li>Multi-touch, multi-channel Communications </li></ul></ul><ul><ul><li>Headquarters in Indianapolis, IN </li></ul></ul><ul><ul><li>Over 300 active customers </li></ul></ul><ul><ul><li>Increase new sales, retention, and customer lifetime value </li></ul></ul>12/09/09 © 2009 Right On Interactive
  27. 41. 5Buckets On-demand Software <ul><li>Lifecycle Communications </li></ul><ul><li>Connect disparate data sources with marketing communication technologies </li></ul><ul><li>Segment, schedule, trigger outbound communications and tasks </li></ul>12/09/09 © 2009 Right On Interactive
  28. 42. The Customer Lifecycle 12/09/09 © 2009 Right On Interactive <ul><li>Initiate – A constituent is identified or initially engages with the company. </li></ul><ul><li>Develop – Based on their behavior, etc., out-bound communications continue to engage the constituent. </li></ul><ul><li>Convert – The constituent moves into an active buying cycle. </li></ul><ul><li>Adopt – The new customer begins to use or consume the product or service. </li></ul><ul><li>Value – The customer gains tangible value through the product or service. </li></ul><ul><li>Advocate – The customer actively promotes the company and products to friends and colleagues. </li></ul>
  29. 43. Lifecycle Map™ 12/09/09 Right On Interactive
  30. 44. Blog to Lead Conversion 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Furniture Bulletin
  31. 45. What Often Happens… <ul><li>Qualified – Transfer to Sales </li></ul><ul><ul><li>Marketing communications cease during sales cycle </li></ul></ul><ul><ul><li>Inactive sales leads remain out of communication loop </li></ul></ul><ul><li>Unable to Qualify – Add to newsletter list </li></ul><ul><ul><li>Everyone receives the same content </li></ul></ul><ul><ul><li>Everyone is on the same monthly/quarterly cadence </li></ul></ul>12/09/09 Right On Interactive
  32. 46. What Should Happen… <ul><li>Programmatic drip nurture campaign </li></ul><ul><ul><li>Individualized content and cadence </li></ul></ul><ul><ul><li>Reengage inactive sales leads </li></ul></ul>12/09/09 Right On Interactive 0 Week 1 2 3 4 5 6 7 8 9 10 11 12 13 1 0 2 3 4 5 6 3 4 5 6 4 5 6 5 6 6
  33. 47. Quadruple Buyer Engagement 12/09/09 Right On Interactive 20% 15% 10% 5% 0% Nurture Communications Series Response Index Cumulative Response Rate Population Completed All Six Nurture Communications
  34. 48. Add to Campaign Results 12/09/09 Right On Interactive Sign Up for the Rental Furniture Bulletin Sign Up for the Rental Furniture Bulletin
  35. 49. Auto Nurture the Blog Lead 12/09/09 Right On Interactive Send higher quality leads to the sales team Cultivate future potential sales Reclaim and recycle inactive sales leads Nurture1 Sales Follow-up Email Nurture 2 Nurture 3 Nurture 4 Nurture 5 Nurture 6 Week 0 Week 1 Week 2 Week 4 Week 7 Week 11 Week 15 Full Name Sum of Engagement Score Shows engaged contacts and leads Engagement________________________________ John Smith 13 Brian Vessel 12 Pat O’Toole 12 Jim Colts 10 Jamie Thompson 9 Maria Burke 9 Tom Gearhart 9 Kelly Baker 6
  36. 50. Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
  37. 51. Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
  38. 52. Communication Frequency Control 12/09/09 Right On Interactive Nurture 2 Nurture 3 0 14
  39. 53. Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 0 14
  40. 54. Communication Frequency Control 12/09/09 Right On Interactive Nurture 3 Nurture 2 21 0 14
  41. 55. Segment & Schedule 12/09/09 Right On Interactive
  42. 56. Automated Lead Nurturing <ul><li>Drive More Revenue </li></ul><ul><ul><li>Increase engagement up to 400% or more! </li></ul></ul><ul><ul><li>Convert higher quality sales opportunities </li></ul></ul><ul><li>Accomplish More with Available Resources </li></ul><ul><ul><li>Eliminate manual list and campaign management </li></ul></ul><ul><ul><li>Improve personalization, relevance, and cadence </li></ul></ul><ul><li>Align Sales & Marketing </li></ul><ul><ul><li>Smooth lead management process </li></ul></ul><ul><ul><li>Reclaim, recycle inactive sales leads </li></ul></ul>12/09/09 Right On Interactive
  43. 57. Initiate, Develop, Convert Stages 12/09/09 Right On Interactive Informational articles address common fears and objections Newsletter series on nutrition, exercise, and inspirational successes Forms, instructions, day-before confirmation Web Inquiry Task to Lead Team Personal Consultation Not Ready for Consultation Yes Decision PC-Nurture 1 PC-Nurture 2 NC-Incubate1 NC-Incubate 2 Task to Lead Team Personal Consultation Fax Forms Voice Reminder
  44. 58. Adopt Stage 12/09/09 Right On Interactive Since implementing Content Quest: Customers reach critical mass in record time 41.5 % average weekly improvement in posts per week compared to all customers Administrator Bloggers Content Quest is a sophisticated customer communications program that would be impossible to execute without the automation that 5Buckets is providing.” “ Initial Account Set-up Task to Client Success Team 1 2 3 4 Task Call 5 6 7 8 Task Call 1-3 4-6 7-9 10-12 11-13 14-16 17-19 20-22
  45. 59. <ul><li>Richard Cunningham </li></ul><ul><li>Vice President, Marketing </li></ul><ul><li>[email_address] </li></ul><ul><li>317.225.5874 </li></ul><ul><li>New whitepaper </li></ul><ul><li>“ Action Guide to Lead Management Success” </li></ul><ul><li>www.rightoninteractive.com </li></ul>12/09/09 © 2009 Right On Interactive
  46. 60. Questions & Answers <ul><li>Chris Baggott </li></ul><ul><li>[email_address] </li></ul><ul><li>www.compendium.com </li></ul><ul><li>Richard Cunningham </li></ul><ul><li>[email_address] </li></ul><ul><li>www.rightoninteractive.com </li></ul>
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