ABOUT SEARCH MOJO •    Search engine marketing firm founded in 2005        – Search engine optimization (SEO)        – Pay...
OUR CLIENTS@searchmojo #mojowebinar   SEARCH-MOJO.COM
AGENDA • Search and the funnel • Forms        – Lead update        – Reducing form fields        – Social and forms • A|B ...
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*                                     ...
HOW MARKETING AUTOMATION IMPROVES SALES •    107% better lead conversion rate •    40% greater average deal size •    20% ...
SEARCH AND THE SALES CYCLE • Search puts   leads in the   funnel • Marketing                Marketing                     ...
THE HANDSHAKE • Search brings visitors • Marketing automation helps search efforts   convert visitors to leads • Marketing...
FORMS         @SEARCHMOJO        SEARCH-MOJO.COM          800.939.5938
LEAD UPDATE      Without Marketing Automation   Without Marketing Automation • Marketing automation UPDATES a lead’s   pro...
WHY REDUCE FORM FIELDS? • Reduced 9 form fields to only 3                           Landing Page   Conversion             ...
WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture@searc...
USE PROGRESSIVE PROFILING • Inside of the tool        – Use the Progressive Profiling form feature • Outside of the tool  ...
WHAT IS A CONVERSION PATH?                                                Initial                                         ...
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 Conv...
RAXCO EXAMPLE                                      Initial                                   Landing Page                 ...
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar      SEARCH-MOJO.COM
EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS                             42.3% of                           Respondent...
WHY SOCIAL?                           Facebook         LinkedIn                             Likes          Industry       ...
IMPLEMENTING SOCIAL LOGIN ON FORMS • Marketing automation • Third-party tool • API                   https://developer.lin...
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 lead...
SOLUTION: SOCIAL LOGIN • Built in to several marketing   automation tools    – May need to use API to activate    – Progra...
CAUTION! ALLOW FOR INDEXING BOTS • Search engines cannot fill out forms        – Same problem as seen with store locators ...
MARKETING AUTOMATION TOOLS •    Marketo •    Eloqua •    Hubspot •    InfusionSoft •    Silverpop •    Pardot •    And man...
IN SUMMARY… • Consider employing marketing   automation • Reduce form fields        – Progressive profiling • Try using so...
WHAT’S NEXT? • Interested in hearing   more about Search   Mojo’s services?        • Reach out to Janet &          start a...
UPCOMING WEBINAR • 9 Search and Social Media Marketing   Tactics You Cannot Overlook in 2013 • November 1, 2012 • 2:00 p.m...
CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitt...
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.

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 of "Get More Leads from Search with Marketing Automation"

    1. 1. GET MORE LEADSFROM SEARCHWITH MARKETING AUTOMATIONJANET DRISCOLL MILLERPRESIDENT AND CEOSEARCH MOJO @SEARCHMOJO SEARCH-MOJO.COMOCTOBER 18, 2012 800.939.5938
    2. 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. 3. OUR CLIENTS@searchmojo #mojowebinar SEARCH-MOJO.COM
    4. 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. 5. SEARCH ANDTHE FUNNEL @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    6. 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. 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. 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. 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. 10. FORMS @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    11. 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. 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. 13. WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture@searchmojo #mojowebinar SEARCH-MOJO.COM
    14. 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. 15. WHAT IS A CONVERSION PATH? Initial Landing Page Option 1 Option 2 Option1a Option1b Option 2a@searchmojo #mojowebinar SEARCH-MOJO.COM
    16. 16. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
    17. 17. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
    18. 18. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 23% Increase in Conversions (Downloads)@searchmojo #mojowebinar SEARCH-MOJO.COM
    19. 19. RAXCO EXAMPLE Initial Landing Page Home Business Users Users Virtualized PC Server Server@searchmojo #mojowebinar SEARCH-MOJO.COM
    20. 20. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS@searchmojo #mojowebinar SEARCH-MOJO.COM
    21. 21. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information@searchmojo #mojowebinar SEARCH-MOJO.COM
    22. 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. 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. 24. A|B TESTING @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    25. 25. TESTING VERSIONS@searchmojo #mojowebinar SEARCH-MOJO.COM
    26. 26. MARKETING GATES @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938
    27. 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. 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. 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. 30. MARKETING AUTOMATION TOOLS • Marketo • Eloqua • Hubspot • InfusionSoft • Silverpop • Pardot • And many more…@searchmojo #mojowebinar SEARCH-MOJO.COM
    31. 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. 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. 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. 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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