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 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
  • 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
    3. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
    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
    5. @marketingmojo | #mojowebinar | marketing-mojo.com SEARCH AND THE FUNNEL
    6. @marketingmojo | #mojowebinar | marketing-mojo.com HOW SEARCH DRIVES LEADS • 93% of B2B buyers use search to begin the buying process* *Source: iMedia Connection
    7. @marketingmojo | #mojowebinar | marketing-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 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
    9. @marketingmojo | #mojowebinar | marketing-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
    10. @marketingmojo | #mojowebinar | marketing-mojo.com FORMS
    11. @marketingmojo | #mojowebinar | marketing-mojo.com LEAD UPDATE • Marketing automation UPDATES a lead’s profile instead of creating a new lead With Marketing Automation Without Marketing Automation
    12. @marketingmojo | #mojowebinar | marketing-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
    13. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture
    14. @marketingmojo | #mojowebinar | marketing-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
    15. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IS A CONVERSION PATH? Initial Landing Page Option 1 Option1a Option1b Option 2 Option 2a
    16. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
    17. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
    18. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 23% Increase in Conversions (Downloads)
    19. @marketingmojo | #mojowebinar | marketing-mojo.com RAXCO EXAMPLE Initial Landing Page Home Users Business Users PC Virtualized Server Server
    20. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
    21. @marketingmojo | #mojowebinar | marketing-mojo.com EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information
    22. @marketingmojo | #mojowebinar | marketing-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
    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
    24. @marketingmojo | #mojowebinar | marketing-mojo.com A|B TESTING
    25. @marketingmojo | #mojowebinar | marketing-mojo.com TESTING VERSIONS
    26. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING GATES
    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
    28. @marketingmojo | #mojowebinar | marketing-mojo.com
    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
    31. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING AUTOMATION TOOLS • Marketo • Eloqua • Hubspot • InfusionSoft • Silverpop • Pardot • And many more…
    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
    33. @marketingmojo | #mojowebinar | marketing-mojo.com 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
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