B2B Search Marketing Tips, as presented by Lauren Vaccarello User Summit

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B2B Search Marketing Tips, as presented by Lauren Vaccarello User Summit

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B2B search marketing goes beyond getting the form complete. Learn paid search tips that will help grow your SEM program without overextending your budget.

B2B search marketing goes beyond getting the form complete. Learn paid search tips that will help grow your SEM program without overextending your budget.

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  • 1. Merging Offline Metrics with Online Advertising Lauren Vaccarello @LaurenV
  • 2. Agenda 1 Do You Have Suboptimal Optimization? o What types of conversion metrics are suboptimal? o Pop Quiz 2 Using Data Integration for Optimization o What to Integrate With Your CRM o Different Tools That Pass Data 3 What To Do Once You Have The Tools o Who to Involve Post CRM Integration o Sales Team o Operations
  • 3. 1 Do You Have Suboptimal Optimization? o What types of conversion metrics are suboptimal? o Pop Quiz 2 Using Data Integration for Optimization o What to Integrate With Your CRM o Different Tools That Pass Data 3 What To Do Once You Have The Tools o Who to Involve Post CRM Integration o Sales Team o Operations
  • 4. Where do I BUY?
  • 5. What Do We Typically Measure?  Clicks  Cost  Impressions  CTR  Repeat Visits  Form Completes
  • 6. What Can We Measure Metrics: Sales Revenue Opportunities Pipeline Closed Deals
  • 7. Suboptimal Optimization  Looking to online form completes instead of offline conversions  Tracking not set up properly  No tracking set up at all
  • 8. POP QUIZ!!! 1 Do You Have Suboptimal Optimization? o What types of conversion metrics are suboptimal? o Pop Quiz 2 Using Data Integration for Optimization o What to Integrate With Your CRM o Different Tools That Pass Data 3 What To Do Once You Have The Tools o Who to Involve Post CRM Integration o Sales Team o Operations
  • 9. Does What You Are Tracking Really Matter? # Opportunities Created: 0 # Opportunities Created: 31 Weekly revenue: $145,000
  • 10. If you kept ‘blue widgets’  Loses you $470k a year in Adwords spend  Makes you $0  Wastes countless hours of sales reps time # Opportunities Created: 0
  • 11. By Integrating Online and Offline Data  $7M+ in annual revenue  Highest ROI keywords  Prioritize these leads with sales team # of Opportunities Created: 31 Weekly Revenue:$145,000
  • 12. How To Optimize Optimally  Best Practice Implementation: – Proper tracking implemented – Integrating your different data sources – Base your strategy on what drives revenue not web based leads
  • 13. 1 Do You Have Suboptimal Optimization? o What types of conversion metrics are suboptimal? o Pop Quiz 2 Using Data Integration for Optimization o What to Integrate With Your CRM o Different Tools That Pass Data 3 What To Do Once You Have The Tools o Who to Involve Post CRM Integration o Sales Team o Operations
  • 14. Basic Data Integration 1 2 3 Google Website salesforce
  • 15. Getting Started with Salesforce for Google AdWords
  • 16. Pre-built Reporting and Dashboards Help You Track Your Best Performing Terms  Track pipeline by keyword  Total marketing revenue  Leads by stage
  • 17. Online Advertising + CRM Integration Hidden field to capture campaign ID
  • 18. Online Advertising + CRM Integration  Integrates all online traffic drivers with CRM – Hidden field to grab referral URL – Use unique Campaign IDs and grab those via hidden field – Build reports to determine best performing keywords, display ads etc
  • 19. CRM + Web Analytics Integration Sample Data
  • 20. CRM + Web Analytics Integration  Create segments based on traffic drivers  Understand what traffic drivers lead to repeat visitation and secondary revenue
  • 21. 1 Do You Have Suboptimal Optimization? o What types of conversion metrics are suboptimal? o Pop Quiz 2 Using Data Integration for Optimization o What to Integrate With Your CRM o Different Tools That Pass Data 3 What To Do Once You Have The Tools o Who to Involve Post CRM Integration o Sales Team o Operations
  • 22. CRM + SEM Bidding Solution Bidding Tools: Marin Software Click equations Etc.
  • 23. CRM + Marketing Automation  Identify which leads are ready to buy  Lead nurturing  Help segment out the most qualified leads  Score leads based on what pages they view on the site
  • 24. Get The Most Out Of Your Best Keywords  Create separate strategies/bidding portfolios/ and goals for awareness keywords and action keywords
  • 25. Work with Your Sales Team  Educate them on where the leads come from  Build follow-up processes based on lead source  Work to build lead prioritization queues based on online channels
  • 26. In conclusion . . . . . 1. Spend the time to integrate your offline data with your online advertising 2. Optimize to your offline metrics if the sale takes place offline 3. Automated solutions are a key element in scaling your program
  • 27. Thanks and have a great day!! Lauren Vaccarello lvaccarello@salesforce.com @laurenv