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Combining Search and Social to Drive More High Quality Leads

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Janet Driscoll Miller of Search Mojo and Julia Lim of ScienceLogic share why LinkedIn advertising is so powerful in the B2B segment and how ScienceLogic increased pipeline and revenue using a …

Janet Driscoll Miller of Search Mojo and Julia Lim of ScienceLogic share why LinkedIn advertising is so powerful in the B2B segment and how ScienceLogic increased pipeline and revenue using a combination of search and social to better target prospects.

Published in: Technology, Design

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  • First: We know that search, both paid and organic, are highly impactful and successful tactics at driving lead generation effort.
  • Second, we know that long tail keywords generate the most conversions and sales.
  • Who is searching this term?The soccer mom who is managing a Facebook page for her child’s soccer team?Or the CMO of a Fortune 500 company?
  • Quality score is strongly affected by click through rate. So if B2B entries get less clicks, B2B advertisers are paying more.
  • Just an example of some of the highest costs for click through rate last year.
  • And while we know long tail is effective, Google is severely limiting long tail.
  • Provides the high level of demographic targeting that Google cannot
  • Julia
  • Julia
  • JuliaProvide IT management/monitoring solutionNot a single-point solutionProduct addresses multiple IT challengesLeads to broad keywordsExamples:Cloud monitoringSystems monitoringServer monitoring
  • Julia
  • Julia
  • Julia
  • Julia
  • Julia
  • Julia
  • Julia
  • Julia
  • Janet
  • Transcript

    • 1. COMBINING SEARCH AND SOCIALTO DRIVE MORE HIGH QUALITY LEADS JANET DRISCOLL MILLER PRESIDENT & CEO, SEARCH MOJO JULIA LIM, VICE PRESIDENT, MARKETING, SCIENCELOGIC
    • 2. ABOUT SEARCH MOJO• Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management• Headquartered in Charlottesville, VA – Office in Charleston, SC• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs• Speakers at Marketo User Summit, MarketingExperiments, MarketingProfs B2B, PubCon and more• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot
    • 3. THE B2B SEARCH CHALLENGE
    • 4. WHAT WE ALREADY KNOWABOUT SEARCH
    • 5. WHAT WE ALREADY KNOWABOUT SEARCH
    • 6. THE KEYWORD CHALLENGE• “Social Media Management Software” – Enterprise level product: 12 months/$100,000 commitment• But WHO searches using this term?
    • 7. THE QUALITY SCORE CHALLENGE
    • 8. THE PAID SEARCH PROBLEM IN B2B • “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings • The more expensive the B2B offering, the higher the bid • Competition is high for a limited B2B audience“RAID Data Recovery” $64 CPC “best conference call service” $25 CPC“business VOIP solutions $51 CPC “domain names registry” $24 CPC“managed hosting providers” $49 CPC “online backup software” $24 CPC“data room services” $41 CPC “server monitoring software” $24 CPC“VPS Dedicated Server” $32 CPC “managed IT services” $23 CPC“managed services provider” $31 CPC “CRM Software Programs” $22 CPC“merchant account providers” $28 CPC “business credit card” $19 CPC“medical billing software” $27 “business bank account” $15 CPC Search Engine Marketing Roundup
    • 9. THE MISSING PPC LONG TAIL • The growth of “low search volume” keywords in AdWords is exponential • The keyword “Long Tail” only exists when Google lets it • They are happy to “broad match” overly broad keywords at high CPCs
    • 10. THE ANSWER:COMBINE SOCIAL WITH SEARCH
    • 11. WHY SOCIAL ADS? http://www.youtube.com/watch?v=DJLDF6qZUX0
    • 12. LINKEDIN ADVERTISING
    • 13. LINKEDIN ADVERTISING
    • 14. MAKING LINKEDIN SUCCESSFUL• Know your buyer personas – Who are your buyers? – What messaging resonates with them?• Use LinkedIn to target those individuals with those specific offers/messages
    • 15. BRINGING IT ALL TOGETHERWITH SEARCHAd targeted towards Landing page, focused dog lovers on dog products User clicks on social ad Google Mark User Responds to Offer Retargeting ads person as (Fills out form) focused on dogs dog lover show to user User Does Not Respond to Offer (Doesn’t fill out form)
    • 16. CASE STUDY: SCIENCELOGIC
    • 17. ABOUT SCIENCELOGICCOMPANY • Founded 2003 • 69% year over year growth • HQ in Virginia • Sales offices – London, SydneySOFTWARE “After two years of running this system, weve not found anything it can’t manage.” - InfoWorld Test CenterBEST ENABLING MSP TECH Federal / Government Service Providers Enterprise / Corporate IT
    • 18. OUR PRODUCT
    • 19. OUR COMPETITION• Big 4 – HP, IBM, CA, BMC – Large ad budgets – Established, highly recognizable brands• New competitors constantly enter fray• Noisy, crowded space
    • 20. THE CHALLENGES WITHKEYWORD-BASED SEARCH ADS• High cost per click – Some upwards of $24/click or more• Long tail keywords wouldn’t always generate an ad
    • 21. LINKEDIN ADVERTISINGWITH RETARGETING Conversions LinkedInGoogle Only 0 50 100 150 200 250 300 350 400
    • 22. LINKEDIN ADVERTISINGWITH RETARGETING Conversions Google Only LinkedIn
    • 23. LINKEDIN ADVERTISINGWITH RETARGETING Cost per Lead Google Only LinkedIn
    • 24. LINKEDIN ADVERTISINGWITH RETARGETING Cost Google Only LinkedIn
    • 25. LINKEDIN ADVERTISINGWITH RETARGETING Conversions 2012-2013 Google Only LinkedIn
    • 26. LINKEDIN ADVERTISINGWITH RETARGETING Cost per Lead 2012-2013 Google Only LinkedIn
    • 27. ROI OF LINKEDIN 281 % (revenue) ROI 1178 % (pipeline) SEARCHMOJO.COM
    • 28. WHY LINKEDIN IS SO STRONG FOR B2B• Targeted to affinity/professional groups that people self-select vs. search keywords – Keyword context may not always be clear• LinkedIn starts with groups that you KNOW the size of, their common interests are, etc.• LinkedIn is also cheaper for now because there is less competition for advertising.• LinkedIn targeting can be very specific – not just to groups, but also down to companies and titles.• LinkedIn is for doing business – there is likely a higher level of trust.
    • 29. BRINGING IT ALL TOGETHER NurturingDemographic Google viaTargeting via Retargeting Opportunity MarketingLinkedIn Ads Ads Automation
    • 30. CONTACTJanet Driscoll Miller Julia Limjmiller@search-mojo.com jlim@sciencelogic.com800-939-5938 x101 703-483-9460Google+: +Janet Driscoll Miller Google+: +ScienceLogic(and +Search Mojo) Twitter: @sciencelogicTwitter: @janetdmiller Facebook:Facebook: www.facebook.com/ScienceLogic www.facebook.com/SearchMojo