B2B  Optimization Secrets

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Are you getting the most out of your B2B marketing campaigns? These slides taken from the B2B optimization webinar, Secrets to B2B Marketing Success, will help your company continually create more......

Are you getting the most out of your B2B marketing campaigns? These slides taken from the B2B optimization webinar, Secrets to B2B Marketing Success, will help your company continually create more effective campaigns – pre-click, post-click and post conversion.

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  • 1. B2B Optimization Secrets !""#$%%"&'#()*+,&-# .&&,#(,/"012)'#3)&#3&4"0,256"# 7,01,#8"09)/1&)'#7,0-"4)# © 2010 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. B2B Optimization Pre-Click •  Driving people to your website Post- Click •  Creating conversions Post- Conversion •  Communicating with your prospects :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 2
  • 3. Lee Odden @leeodden TopRankMarketing.com PRE CLICK OPTIMIZATION © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 3
  • 4. B2B Digital Marketing Newsletters SEO PPC Sponsorships Video Website Email Social Media White Papers Webinars Page 4
  • 5. Digital Marketing Trends !"##$%&$#'($%$)#*+,' "   B<C#)D#E,0-"4"0F#*/,&#4)#4,-"#E)&"?#,G,?#D0)E#40,%15)&,/#E,0-"5&9# ,&%#F*"&%#14#)&#1&4"0,256"#,%F#1&F4",%# "   HIC#)D#4J,4#1&4"0,256"#F*"&%#G1//#9)#4)G,0%F#KL$#,&%#88@# Page 5
  • 6. SEO = Increased Conversions SEO is the most effective Online Marketing tactic for conversions 62% of B2B Marketers to Increase SEM Budgets in 2010 *eMarketer Source: Forbes Ad Effectiveness Survey June 2009 Page 6
  • 7. Pre-Click SEO K",02J#E,0-"5&9#1F#,&#1E*)04,&4#F4"*#4)#20",4"# ,G,0"&"FF'#&M04M0"#,&%#2)&6"04#/",%F# K",02J#E,0-"5&9#1F#,&#)&9)1&9#F40,4"9?#4J,4#EMF4#N"# 0"A&"%#)6"0#5E"# Page 7
  • 8. Case Study: Association prsa.org "  3&20",F"%#2)E*"55)&# "  O"G#F14"#*/,P)0E# "  KL$#.M%14#Q#!1&-1&9# "  K",02J#0"D"00,/F#1&20",F"%# RH<C# "  !1&-F#1&20",F"%#='<<<C# "  =<HS#T=#+,&-1&9F#)&#U))9/"# Page 8
  • 9. Case Study: Manufacturer chiefmfg.com "  O"G#@7K#Q#K14"#@)&4"&4# "  KL$#.M%14'#7190,5)&#8/,&#Q# !1&-1&9# "  ==<S#T=#+,&-1&9F#)&#U))9/"# "  LVW#XY,4#*,&"/#E)M&4FZ# "  3&N)M&%#/1&-#1&20",F"#RRC# "  Search Engine traffic has increased by 81% # Page 9
  • 10. What Happens With Poor SEO? What we see Page 10
  • 11. What Happens With Poor SEO? What search engines see: Page Title: Stratford Hall | StratfordHall Account Meta Description: No meta description! * Cart Meta Keywords: business holiday cards, business greeting cards, * My Account business birthday cards * My Saved Items * Order Status Stratford Hall Offers Sign In | Cart (0) * Free Catalog Chat Now With a Rep Chat Now With a Rep! | Customer Service | * Sign-Up for Special Offers Order Status * Take Our Survey * Holiday Cards + Best-Sellers Stratford Hall has no Customer Service * Chat Now With a Rep! + New + Recycled/Green ranking for * About Us * Help & FAQ's * Spotlight Logo Holiday Cards + Best-Sellers “business holiday * Contact Us * Sitemap Sitemap + New + Recycled/Green cards” SIGN UP FOR SPECIAL OFFERS! * Identity Greetings Privacy & Security Terms & Conditions ©2010 * Thanksgiving first 5 pages on Stratford Hall. All rights reserved. * Calendars Google Page 11
  • 12. What Happens With Good SEO? What we see Page 12
  • 13. What Happens With Good SEO? What we see Page 13
  • 14. What Happens With Good SEO? What search engines see: -).$'/0&1$,'[MF1&"FF#U0""5&9#@,0%F##@)0*)0,4"#])/1%,?#@J01F4E,F#@,0%F# Greeting cards for business including Corporate Holiday cards and xmas 2$&)'3$%*#045"6W#[MF1&"FF#@J01F4E,F#2,0%F#,&%#@)0*)0,4"#])/1%,?#2,0%F#*"0F)&,/1^"%#G14J# Season's Greetings Christmas cards. Welcome to CardsDirect Greetings! 2MF4)E#1E*01&4'#2)E*,&?#/)9)F'#*01&4"%#*J)4)F'#,&%#E)0"_#@J01F4E,F#(J,&-#?)M#2,0%F#D)0# Looking for Holiday Greeting Cards for Business or Corporate use? 2MF4)E"0F'#2/1"&4F'#,&%#D,E1/?#,4#%1F2)M&4"%#=<R<C#)`#E)F4#0"4,1/#*012"F># CardsDirect is the Premier resource for Business Greeting Cards 2$&)'7$89"#:%W#90""5&9#2,0%F#NMF1&"FF#2J01F4E,F#2,0%F#2)0*)0,4"#J)/1%,?#2MF4)E#NM/-#2)E*,&?# including holiday themes such as Corporate Christmas cards, *"0F)&,/1^"%#VE,F#*J)4)#4J,&-#?)M#F",F)&F# Thanksgiving cards and bulk discount Greeting cards for all your business commerce, corporate, and personal needs. The simple fact is HOME BIRTHDAY CARDS CHRISTMAS CARDS NEW that Holiday Cards and Christmas seasons greetings with your company YEARS CARDS PHOTO CARDS MORE... name and logo are a great way to put your name in front of your Assortment Packs customers and clients, and a cost-effective way to advertise! Birth Announcements Purchasing quality Holiday Christmas greetings for business from Business Holiday Cards CardsDirect is smart, economical, and hassle free. We can #1 on Google Easter Cards professionally imprint company greeting cards and Holiday Cards with Graduation Announcements Hanukkah Cards your business name and your company logo, choice of verse or a custom Invitations - Birthday verse, and envelope return address in a variety of inks and foil stamp Invitations - Holiday colors. Save up to 40% off on Bulk Christmas cards this holiday season. Moving Announcements New Years Cards Recycled Cards Thanksgiving Cards “holiday business cards” Christmas Cards to share and express your warmest wishes and care this holiday season. CardsDirect carries over 2,000 client Christmas cards. Offering personalized custom imprint, business logos, fast stick envelopes, hot foil stamps, and much more. This year show your Valentine Cards commitment to your dedicated employees, faithful customers and clients, Cards - Quick Stick Env. (866) 700-5030 friends and family with one of our personalized Christmas cards or full ( 7am-7pm Central ) color CardsDirect Photo cards. More Featured Cards: Business Greeting Cards Sending custom Business Greeting Cards is an affordable and * Business Greeting Cards * Anniversary Cards excellent way to show your gratitude and acknowledge your customers * Birthday Cards with the extra attention they deserve. Our custom Corporate Greeting * Business Appreciation Cards cards and Business Christmas cards include Thank you cards, Business * Business Referral Cards Corporate Birthday cards, and Sympathy cards. Show your customers and * Congratulations Cards clients your commitment to quality by ordering CardsDirect Business * Post Cards Greeting cards! Greeting Cards Catalog. 10-40% OFF Order Now and Save * Get Well Cards off manufacturer retail prices. * Spanish Cards © 1999-2010 CardsDirect LLC * See All# home about us contact us customer service site map privacy policy blog gift directory wedding invitations Page 14
  • 15. Search Engine Optimization a"A&15)&#)D#KL$W### A set of methodologies that make it easier for search engines to find, index, categorize and rank web content. Page 15
  • 16. Most Common SEO Mistakes !  bF1&9#-"?G)0%F#1E*)04,&4#4)#?)M'#&)4#2MF4)E"0F# !  @)&4"&4#1F#&)4#0",2J,N/"#N?#F",02J#N)4F# !  O"G#2)&4"&4#1F#&)4#,%%"%#*"01)%12,//?# !  @)&4"&4#1F#&)4#)09,&1^"%#/)912,//?#c#,22)0%1&9#4)# 4J"E"Fd2,4"9)01"F# !  e"?G)0%F#E1FF1&9#1&#2)&4"&4#,&%#4"V4#/1&-F# !  !)G#fM,&54?#)D#0"/"6,&4#F14"F#/1&-1&9#1&# !  O)4#E)&14)01&9#e83F#,&%#)&9)1&9#0"A&"E"&4# Page 16
  • 17. 3D#14#2,&#N"#F",02J"%#)&# 0&'*)6';$'"45<0=$:' Page 17
  • 18. SEO Fundamentals Search Keywords Friendly Site Link Building Page 18
  • 19. Keywords Search Sales Funnel 7$89"#:%'%+"9'06&$6&,'' "   [0),%# "   [0,&%F# Research "   K*"21A2F## Consider Buy Page 19
  • 20. Keywords !06:'&+$'>$89"#:%'8"?#'*?%&"<$#%'?%$'&"'@6:'8"?#' 4#":?*&%A%$#B0*$%,' "   [0,1&F4)0E#N,F"%#)&#F)/M5)&F#Q#2MF4)E"0#&""%F# "   3&4"061"G#)0#FM06"?#2MF4)E"0F# "   +"61"G#2M00"&4#G"N#,&,/?52F# "   8)//#F,/"F#Q#2MF4)E"0#F"0612"#F4,`# "   +"61"G#2)E*"54)0#2)&4"&4# Page 20
  • 21. Keyword Glossary •  Category •  Popularity •  Competition •  Relevance Page 21
  • 22. Keyword Optimization Optimize for 1-2 phrases per page •  Title tags •  Headings •  Paragraph titles •  Keywords in body copy •  Anchor text in links •  Image alt text Page 22
  • 23. Search Friendly Website 7,-"#14#",F?#D)0#F",02J#"&91&"F# Easy to Easy to find crawl links & revisit site Site Architectur e Page 23
  • 24. Search Friendly Website Page 24
  • 25. Search Friendly Website CB"0:'D#)9106.'E%%?$%' "   b&&"2"FF,01/?#2)E*/"V#b+!F#Q#F"FF1)&#1%F## "   7M/5*/"#b+!F#4)#%M*/12,4"#2)&4"&4# "   ("E*)0,0?#0"%10"24F# "   K14"#&,619,5)&#G14J#.g,V'#h/,FJ'#i,6,K201*4# Page 25
  • 26. Search Friendly Website 7,-"#b+!F#F",02J#Q#MF"0#D01"&%/?# Page 26
  • 27. Search Friendly Website .6)1%#F14"#&,619,5)&#G14J#h/,FJ'#.g,V#)0#i,6,K201*4# Page 27
  • 28. Search Friendly Website !#$%+F'&+$<$:'*"6&$6&' "   !)912,/#F14"#F40M24M0"W#2,4"9)01"F'#FMN2,4"9)01"F# "   .%%#&"G#2)&4"&4#0"9M/,0/?# Source: webmasterworld.com Page 28
  • 29. Digital Asset Optimization E6*1?:06.'G"*0)1'2$:0)' •  Text •  MS Office Docs •  Images •  Video •  Blog/RSS •  Media Coverage •  Social News/Bookmark Page 29
  • 30. Link Building Tips "  bF"#-"?G)0%F#1&#/1&-#4"V4## "  H$%,##0"%#G1%9"4###I",##2/12-#J"0"# "  L,0&#/1&-F#G14J#90",4#2)&4"&4# "  80)E)4"#)&#F)21,/#&"4G)0-F# "  !1&-#M*#G14J#E,0-"5&9#*,04&"0F# "  @0)FF#/1&-#1&4"0&,//?# "  LEN"%#/1&-F#1&#&"GF#0"/",F"F# "  K)21,/#N))-E,0-#*12-M*F# "  K?&%12,4"#2)&4"&4#61,#+KK# Page 30
  • 31. Link Building Tactics Profiles Optimized Press Releases Transcribe video interviews to text Article Submissions Build and Host Useful Tools as separate posts Unpaid Directories Awards (badge) Apply for industry awards, web site Paid Directories Contest (badge) and blog awards Widgets Cross link company-owned websites Ensure industry groups you’re involved with, link to you Conference Sponsorships Write reviews Create a wiki Association Sponsorships Promote Content on Social Sites Create microsites for causes, Aggregated Content Blog/RSS Feed Directory events, specific purposes Research & Surveys Submissions Affiliate program Blog Reviews Ads on Search Friendly Sites Become resource on Q/A websites Job Listings Classified Ads like Yahoo Answers Testimonials Post Ebook or Substantial Slideshare and similar content Whitepaper Letters to the Editor hosting Contributed Articles Exchange links with marketing/ Monitor 404 stats and ask link business partners sources to fix broken links RSS Feeds Post Surveys Blogroll Solicit links directly from sources Write Guest Posts on Other Blogs Provide ‘link to us’ content on blog Bookmarking Speak at events, offer PPT with and/or web site Social Media Pages links embedded Squidoo Page Leverage publicity and media Donate where a link of donors is relations for links Applications published Digital asset submissions: images, audio, video Page 31
  • 32. Social Media Link Building Blog Page 32
  • 33. Search Analytics e83F#4)#*,?#,j"&5)&#4)W# "   8,9"F#1&%"V"%# "   @0,G/1&9#"00)0F#Q#k"NE,F4"0#())/F#+"*)04F# "   +,&-1&9F#0"/,56"#4)#?)M0#)G&#F14"#)6"0#5E"# "   3&N)M&%#/1&-FW#fM,&54?'#fM,/14?'#/)&9"614?# "   e"?G)0%#0"D"00,/F#D0)E#F",02J# "   !1&-#40,l2# "   K)21,/#E"%1,#214,5)&F#Q#40,l2# "   U),/#*,9"F#Q#2)&6"0F1)&F# Page 33
  • 34. Thank you J$$'K::$6F'DLK' /"4()6>7,0-"5&9>2)E# /"4()6>[/)9>2)E# /90M$#,'m/"")%%"&# /""m4)*0,&-E,0-"5&9>2)E# =noono;BB;n# Page 34
  • 35. Post-Click Optimization Optimized campaign pages boost campaign conversion rates info@ioninteractive.com @ion_interactive ion provides post-click optimization software & services
  • 36. Post-Click Optimization ✓  Campaign-specific pages ✓  Message match ✓  Pre-conversion segmentation ✓  Split testing ✓  Beyond the page info@ioninteractive.com @ion_interactive
  • 37. Differentiate between organic & campaign traffic info@ioninteractive.com @ion_interactive
  • 38. info@ioninteractive.com Websites enable visitors to @ion_interactive go anywhere, from anywhere
  • 39. Roll out the red carpet for visitors with campaign pages info@ioninteractive.com @ion_interactive
  • 40. info@ioninteractive.com @ion_interactive
  • 41. info@ioninteractive.com @ion_interactive
  • 42. info@ioninteractive.com @ion_interactive
  • 43. 800% info@ioninteractive.com @ion_interactive
  • 44. Organic traffic=optimize for Lowest Common Denominator (LCD) Campaign traffic=optimize for the Ad & the Message & the Context (AMC) info@ioninteractive.com @ion_interactive
  • 45. Match your messages & your landing pages info@ioninteractive.com @ion_interactive
  • 46. info@ioninteractive.com @ion_interactive
  • 47. This page is all about a free consultation and doesn’t mention a guide info@ioninteractive.com @ion_interactive
  • 48. info@ioninteractive.com @ion_interactive
  • 49. info@ioninteractive.com @ion_interactive
  • 50. Use pre-conversion segmentation info@ioninteractive.com @ion_interactive
  • 51. All respondents are not the same info@ioninteractive.com @ion_interactive
  • 52. ‣  Allows respondents to self- identify! ‣  Allows you to know who’s clicking your ads and what they are interested in! ‣  Signals to the respondent that they’re in the right place and you have something of interest to them! ‣  Faster path from click through conversion (takes the burden off the user to ‘discover & convert’)! ‣  Relevancy increases odds of conversion ! info@ioninteractive.com @ion_interactive
  • 53. info@ioninteractive.com @ion_interactive
  • 54. info@ioninteractive.com @ion_interactive
  • 55. info@ioninteractive.com @ion_interactive
  • 56. info@ioninteractive.com @ion_interactive
  • 57. info@ioninteractive.com @ion_interactive
  • 58. A info@ioninteractive.com @ion_interactive B
  • 59. B converts 300% higher! A info@ioninteractive.com @ion_interactive B
  • 60. A info@ioninteractive.com @ion_interactive B
  • 61. A A converts 300% higher! info@ioninteractive.com @ion_interactive B
  • 62. Think beyond the page info@ioninteractive.com @ion_interactive
  • 63. For best results, apply out of the box thinking to your landing pages info@ioninteractive.com @ion_interactive
  • 64. Headline Subheadline Bullets Form Ho-Hum
  • 65. info@ioninteractive.com Flash, video, social, oh my! @ion_interactive
  • 66. Copy cat landing page aren’t cool. To compete, you have to differentiate.
  • 67. 1. Differentiate between organic & campaign traffic 2. Message match your messages & landing pages 3. Allow users to segment themselves 4. Test, test and keep on testing info@ioninteractive.com 5. Think beyond the page @ion_interactive
  • 68. 800%
  • 69. How did they do it? Optimize click to conversion (continuity) Beyond the page Real-time split testing Pre-conversion segmentation Thousands of optimized pages Offer matching/offer testing
  • 70. ion’s customers. Conversion rock stars. 12% 3% info@ioninteractive.com @ion_interactive
  • 71. POST CONVERSION OPTIMIZATION © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 35
  • 72. Introduction to Marketo 2"#$'&+)6'STT'<0:U<)#>$&'' N'2)#>$&"'J$):'2)6).$<$6&' PPP&"'*+)6.$'&+$'9)8'<)#>$56.' )6:'$6&$#4#0%$'*"<4)60$%'?%$N' )6:'2)#>$&"'G)1$%'E6%0.+&N' )6:'%)1$%'9"#>'&".$&+$#N' # 801)015^"#,&%#%"/16"0#J19J# fM,/14?#/",%F#G14J#/"FF#"`)04# # b&%"0F4,&%#,&%#1&4"0,24#G14J# 4J"#J)j"F4#/",%F# # @/)F"#E)0"#NMF1&"FF#D,F4"0# # .2J1"6"#FE,04"0#F"//1&9#,&%# J19J"0#G1&#0,4"F# •  r["F4#7,0-"5&9#.M4)E,5)&s#,**# •  b&2)E*0)E1F1&9#F)/M5)&F#D)0# •  !)G"0F#01F-#,&%#4)4,/#2)F4#)D# N?#K,/"FD)02"#2MF4)E"0F'#r<n# E,0-"5&9#,&%#F,/"F#"`"256"&"FF# )G&"0FJ1*# N)6:'0.60&$'$O41"%0B$'#$B$6?$'.#"9&+P' X3&#)M0#F"2)&%#?",0#)D#MF1&9#7,0-"4)'#G"#&)G#%016"#F19&1A2,&4/?#E)0"#F,/"F# )**)04M&15"F#G14J#4J"#F,E"#NM%9"4#,&%#J,6"#1&20",F"%#F,/"F0",%?#/",%F#N?#R<<C>X# #####################################Q"+6'R)M"6'#KJ1*K"06#p8#7,0-"5&9#,&%#[;[#7,9,^1&"#;<<I#7,0-"4"0#)D#4J"#q",0# © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 36
  • 73. Email Marketing "  +"/"6,&4# "  [0,&%"%# "  8"0E1FF1)&# "  ("F4#h10F4_# "  KMNg"24#!1&"F# "  3E,9"F# "  @)&4"&4# "  +"&%"01&9# "  @,//4).25)&# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 37
  • 74. Establish Permission -#"%' D"6%' DCIUG-C2'' •  71&1E,/#"`)04## •  +1F-F#*))0#%"/16"0,N1/14?#F2)0"# K618'# •  X!"9,/Z#1&#4J"#"?"F#)D# ,&%#N,%#0"*M4,5)&## 9)6"0&E"&4#0"9M/,5)&F## •  a"F*14"#%,4,N,F"#90)G4J'# 0"/,5)&FJ1*#fM,/14?#G1//#&)4# •  U0)GF#?)M0#%,4,N,F"#fM12-/?## 1E*0)6"## G06.1$'K4&U06'' •  a"E)&F40,4"F#,#*0),256"# •  K5//#,FFME"F#4J,4#gMF4#N"2,MF"# C44#")*+'# 2)&2"0&#D)0#*"0E1FF1)&## *0)F*"24F#0"fM"F4"%# 1&D)0E,5)&#)&"#5E"'#4J"?# •  80)F*"24F#E19J4#0"E"EN"0#4J,4# G,&4#4)#J",0#D0)E#?)M#,9,1&## 4J"?#)*4"%#1&## •  3&20",F"F#%"/16"0,N1/14?#,&%# F"&%"0#0"*M4,5)&#F2)0"F## 3"?;1$'K4&U06'' •  a"E)&F40,4"F#4J"#E)F4#2)&2"0&# •  .%%F#,&)4J"0#/,?"0#)D# C44#")*+'# D)0#*016,2?#,&%#0"/"6,&2?## 2)E*/"V14?#,&%#2)EEM&12,5)&# G14J#*)4"&5,/#FMNF201N"0F## •  KMNF201N"0F#40M/?#G,&4#4)#J",0# D0)E#?)M## •  +1F-F#/)F1&9#FMNF201N"0F#1&#4J"# 2)&A0E,5)&#*0)2"FF## •  3&20",F"F#%"/16"0,N1/14?#0,4"F# ,&%#F"&%#0"*M4,5)&#F2)0"F## :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 38
  • 75. Content Mapping V?806.'G&).$% ' D"6&$6& ' WP 2)4'8"?#'$O0%56.'*"6&$6&' XP V1)6>'*$11%':$&$#<06$'8"?#'*"6&$6&'#"):<)4' YP G+"#&'*"6&$6&'0%'."":Z'[H"?/?;$')44#")*+' SP /$%&')6:'"45<0=$' ]P G&)#&'%<)11F'&+06>';0.')6:'):)4&'^?0*>18' -#"@1$% ' :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 39
  • 76. Call-to-Action "  !",%#K2)01&9#)&#@/12-4J0)M9JF'#&)4#$*"&F# "  O)#h)0E#)0#80"*)*M/,4"%#h)0E# "  80)90"FF16"#80)A/1&9# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 40
  • 77. What is Lead Nurturing? "  X(J"#*0)2"FF#)D#NM1/%1&9# 0"/,5)&FJ1*F#G14J#fM,/1A"%# *0)F*"24F#0"9,0%/"FF#)D#4J"10# 5E1&9#4)#NM?'#G14J#4J"#9),/# )D#",0&1&9#4J"10#NMF1&"FF# GJ"&#4J"?#,0"#0",%?>Z# "  X(J"#,04#)D#E,1&4,1&1&9# *"0E1FF1)&#4)#F4,?#1&#D0)&4# )D#?)M0#NM?"0F#,F#4J"?# "%M2,4"#4J"EF"/6"F>Z# http://www.marketo.com/resources :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 41
  • 78. What Lead Nurturing is Not "  K"&%1&9#)M4#,&#"&"GF/"j"0#)&#,# F"E10"9M/,0#N,F1F# "  +,&%)E/?#2,//1&9#/",%F#"6"0?#F1V# G""-F#4)#F""#1D#4J"?#,0"#0",%?#4)# NM?# "  [/,F5&9#?)M0#"&50"#%,4,N,F"#G14J# ,#&"G#2,F"#F4M%?# "  $`"01&9#2)&4"&4#4J,4#*0)E)4"F# ?)M0#2)E*,&?sF#*0)%M24F#,&%# F"0612"F# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 42
  • 79. The ROI of Lead Nurturing 2)#>$&"'($%?1&%' !"#$%&'()(#)*+,&$-.&+/0)1&+/)2#34&"$5#3) -)%%$:'&"' -)%%$:'&"'' /"&)1'-)%%$:' D"%&'4$#'' G)1$%'[_W'<"' G)1$%'[`W'<"' &"'G)1$%' G)1$%'J$):' R0&+"?&' I?#&?#06.' X]a' ba' YYa' cWd]' R0&+' I?#&?#06.' X]a' X]a' ]Ta' cWYT' 'G"?#*$,'C*&?)1'2)#>$&"':)&)e')%%?<$%'cf]'4$#'4#"%4$*&' ($%?1&%,']Ta'<"#$'%)1$%U#$):8'1$):%' g#"<'1$):'6?#&?#06.' :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 43
  • 80. Four Kinds of Lead Nurturing :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 44
  • 81. Lead Nurturing & Social Media J0%&$6' G$.<$6&'h'/)#.$& ' I"5g8'h'G*"#$' E6&$#)*& ' :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 45
  • 82. Lead Scoring "  !",%#F2)01&9#1F#4J"#*0)2"FF#)D# 0,&-1&9#,#/",%sF#/"6"/#)D#1&4"0"F4# ,&%#F,/"F#0",%1&"FF#,22)0%1&9#4)# ,#E"4J)%)/)9?#,90""%#M*)&#N?# N)4J#E,0-"5&9#,&%#F,/"F>## "  X.#=<C#1E*0)6"E"&4#1&#/",%# fM,/14?#2,&#0"FM/4#1&#,#R<C# 1E*0)6"E"&4#1&#F,/"F# *0)%M25614?>Z#c#K4M#K2JE1%4'#p8# )D#K)/M5)&#K,/"F#,4#@1F2)#k"NLV# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 46
  • 83. Lead Scoring "  a"E)90,*J12#K2)01&9# "  .25614?#K2)01&9# "  LE,1/#@/12-4J0)M9JF# "  k"N1&,0#61"GF# "  k"NF14"#61F14F# "  K)21,/#7"%1,#E"&5)&F# "  S#7)0"# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 47
  • 84. Lead Scoring Optimization "  +"61"G#F2)0"F#)D#G)&# ,&%#/)F4#)**)04M&15"F# "  !))-#,4#/",%F#4J,4#J,%# J19J#F2)0"F#NM4#%1%#&)4# 4M0&#1&4)#)**)04M&15"F# "  !))-#,4#F2)0"F#N?# %"E)90,*J12# F"9E"&4F# "  +"61"G#)&/1&"# N"J,61)0F# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 48
  • 85. Question and Answer J$$'K::$6' 80"F1%"&4'#()*+,&-# 2)#0)'-$#."106"' 3&N)M&%#7,0-"5&9'#7,0-"4)# C66)'/)1$#0*"' LV"2M56"#p8'#3)&#3&4"0,256"# :#;<=<#7,0-"4)'#3&2> # #7,0-"4)#80)*01"4,0?#,&%#@)&A%"&5,/# Page 49