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Get More Leads from Search with Marketing Automation

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View the full recorded webinar at http://bit.ly/15Htsjv.

View the full recorded webinar at http://bit.ly/15Htsjv.

Learn how marketing automation software can help you generate more leads from your search marketing efforts.

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  • A little about us…
  • Gain knowledge along a path; cookie user responsesSiphon off those you don’t want in the sales queue
  • Hidden field in form – add information about the user based on the path he/she took
  • Up to 80%
  • Offer additional assetForm is completely optionalUp to 80% fill out the optional form

Get More Leads from Search with Marketing Automation Get More Leads from Search with Marketing Automation Presentation Transcript

  • GET MORE LEADSFROM SEARCHWITH MARKETING AUTOMATIONJANET DRISCOLL MILLERPRESIDENT AND CEOSEARCH MOJO @SEARCHMOJO SEARCH-MOJO.COMOCTOBER 18, 2012 800.939.5938
  • 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 – Content marketing creation • 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, SMX, MarketingProfs, PubCon and more • Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop and Hubspot@searchmojo #mojowebinar SEARCH-MOJO.COM
  • OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • AGENDA • Search and the funnel • Forms – Lead update – Reducing form fields – Social and forms • A|B testing • Marketing Gates@searchmojo #mojowebinar SEARCH-MOJO.COM
  • SEARCH ANDTHE FUNNEL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • HOW SEARCH DRIVES LEADS • 93% of B2B buyers use search to begin the buying process* *Source: iMedia Connection@searchmojo #mojowebinar SEARCH-MOJO.COM
  • HOW MARKETING AUTOMATION IMPROVES SALES • 107% better lead conversion rate • 40% greater average deal size • 20% higher team attainment of quota • 17% better forecast accuracySource: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deploymentfor long-term ROI”, June 2010@searchmojo #mojowebinar SEARCH-MOJO.COM
  • SEARCH AND THE SALES CYCLE • Search puts leads in the funnel • Marketing Marketing Automation Lead automation nurtures leads so they can Opportunity become opportunities Sale@searchmojo #mojowebinar SEARCH-MOJO.COM
  • THE HANDSHAKE • Search brings visitors • Marketing automation helps search efforts convert visitors to leads • Marketing automation then takes the lead to convert visitors to opportunities via nurturing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • FORMS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • LEAD UPDATE Without Marketing Automation Without Marketing Automation • Marketing automation UPDATES a lead’s profile instead of creating a new lead@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY REDUCE FORM FIELDS? • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture@searchmojo #mojowebinar SEARCH-MOJO.COM
  • USE PROGRESSIVE PROFILING • Inside of the tool – Use the Progressive Profiling form feature • Outside of the tool – Use the API • Helpful for website pages, marketing library logins@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT IS A CONVERSION PATH? Initial Landing Page Option 1 Option 2 Option1a Option1b Option 2a@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 23% Increase in Conversions (Downloads)@searchmojo #mojowebinar SEARCH-MOJO.COM
  • RAXCO EXAMPLE Initial Landing Page Home Business Users Users Virtualized PC Server Server@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHY SOCIAL? Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level@searchmojo #mojowebinar SEARCH-MOJO.COM
  • IMPLEMENTING SOCIAL LOGIN ON FORMS • Marketing automation • Third-party tool • API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields@searchmojo #mojowebinar SEARCH-MOJO.COM
  • A|B TESTING @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • TESTING VERSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
  • MARKETING GATES @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
  • MARKETING GATE • Benefits – Gain more leads from content resources – Get more information from existing leads • Challenge – More form fields = lower conversion – Can be a barrier to content sharing@searchmojo #mojowebinar SEARCH-MOJO.COM
  • SOLUTION: SOCIAL LOGIN • Built in to several marketing automation tools – May need to use API to activate – Program separately if needed • Benefits: – Fast signup – Likely leads to higher conversion – Learn additional information (demographics) – Spam reduction@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CAUTION! ALLOW FOR INDEXING BOTS • Search engines cannot fill out forms – Same problem as seen with store locators and other types of forms • Ensure that you allow bots a way AROUND the form – Allows for content to still be indexed, ranked – Allows for visitors to still receive wall@searchmojo #mojowebinar SEARCH-MOJO.COM
  • MARKETING AUTOMATION TOOLS • Marketo • Eloqua • Hubspot • InfusionSoft • Silverpop • Pardot • And many more…@searchmojo #mojowebinar SEARCH-MOJO.COM
  • IN SUMMARY… • Consider employing marketing automation • Reduce form fields – Progressive profiling • Try using social logins • Test to find your best options@searchmojo #mojowebinar SEARCH-MOJO.COM
  • WHAT’S NEXT? • Interested in hearing more about Search Mojo’s services? • Reach out to Janet & start a conversation! jmiller@search-mojo.com 800-939-5938 x101@searchmojo #mojowebinar SEARCH-MOJO.COM
  • UPCOMING WEBINAR • 9 Search and Social Media Marketing Tactics You Cannot Overlook in 2013 • November 1, 2012 • 2:00 p.m. ET • Register today at www.search-mojo.com/2013@searchmojo #mojowebinar SEARCH-MOJO.COM
  • CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook: www.facebook.com/SearchMojo@searchmojo #mojowebinar SEARCH-MOJO.COM