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.
MarketingProfs B2B: Supercharge Your Search with Demographics
Get More Leads from Search with Marketing Automation
1. @marketingmojo | #mojowebinar | marketing-mojo.com
GET MORE LEADS
FROM SEARCH
WITH MARKETING AUTOMATION
Janet Driscoll Miller
President and CEO
Marketing Mojo
October 18, 2012
2. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING 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
4. @marketingmojo | #mojowebinar | marketing-mojo.com
AGENDA
• Search and the funnel
• Forms
› Lead update
› Reducing form fields
› Social and forms
• A|B testing
• Marketing Gates
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HOW SEARCH DRIVES LEADS
• 93% of B2B buyers use search to begin
the buying process*
*Source: iMedia Connection
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HOW MARKETING AUTOMATION
IMPROVES SALES
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment
for long-term ROI”, June 2010
8. @marketingmojo | #mojowebinar | marketing-mojo.com
SEARCH AND THE SALES CYCLE
• Search puts
leads in the
funnel
• Marketing
automation
nurtures leads
so they can
become
opportunities
Lead
Opportunity
Sale
Marketing
Automation
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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
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LEAD UPDATE
• Marketing automation UPDATES a lead’s
profile instead of creating a new lead
With Marketing Automation Without Marketing Automation
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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
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WHAT IS PROGRESSIVE
PROFILING?
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
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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
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WHAT IS A CONVERSION PATH?
Initial
Landing
Page
Option 1
Option1a Option1b
Option 2
Option 2a
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EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
42.3% of
Respondents
Fill Out
Additional
Information
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WHY SOCIAL?
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
23. @marketingmojo | #mojowebinar | marketing-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
27. @marketingmojo | #mojowebinar | marketing-mojo.com
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
29. @marketingmojo | #mojowebinar | marketing-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
30. @marketingmojo | #mojowebinar | marketing-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
32. @marketingmojo | #mojowebinar | marketing-mojo.com
IN SUMMARY…
• Consider employing marketing automation
• Reduce form fields
› Progressive profiling
• Try using social logins
• Test to find your best options
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WHAT’S NEXT?
• Interested in hearing
more about Marketing
Mojo’s services?
• Reach out to Janet &
start a conversation!
jmiller@marketing-mojo.com
800-939-5938 x101
34. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Editor's Notes
A little about us…
Gain knowledge along a path; cookie user responses
Siphon 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 asset
Form is completely optional
Up to 80% fill out the optional form