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

    • 1. GET MORE LEADSFROM SEARCHWITH MARKETING AUTOMATIONJANET DRISCOLL MILLERPRESIDENT AND CEOSEARCH MOJO @SEARCHMOJO SEARCH-MOJO.COMOCTOBER 18, 2012 800.939.5938
    • 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 – 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
    • 3. OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 4. AGENDA • Search and the funnel • Forms – Lead update – Reducing form fields – Social and forms • A|B testing • Marketing Gates@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 5. SEARCH ANDTHE FUNNEL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 6. HOW SEARCH DRIVES LEADS • 93% of B2B buyers use search to begin the buying process* *Source: iMedia Connection@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 7. 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
    • 8. 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
    • 9. 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
    • 10. FORMS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 11. 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
    • 12. 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
    • 13. WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 14. 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
    • 15. WHAT IS A CONVERSION PATH? Initial Landing Page Option 1 Option 2 Option1a Option1b Option 2a@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 16. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 17. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 18. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 23% Increase in Conversions (Downloads)@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 19. RAXCO EXAMPLE Initial Landing Page Home Business Users Users Virtualized PC Server Server@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 20. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 21. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 22. 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
    • 23. 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
    • 24. A|B TESTING @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 25. TESTING VERSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 26. MARKETING GATES @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    • 27. 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
    • 28. 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
    • 29. 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
    • 30. MARKETING AUTOMATION TOOLS • Marketo • Eloqua • Hubspot • InfusionSoft • Silverpop • Pardot • And many more…@searchmojo #mojowebinar SEARCH-MOJO.COM
    • 31. 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
    • 32. 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
    • 33. 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
    • 34. 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

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