0
Marketing Automation + SEO:Advanced TechniquesMike TurnerSEO Expert & Director of Business DevelopmentWebmarketing123     ...
@webmarketing123 #123webinar
Some Practical Matters                                           Yes! Just emailü  Are the slides available?             ...
Webinar Agenda1   Using Marketing Automation more effectively2   Out-of-the-box value you’re missing3   Custom reporting f...
Webinar Agenda1   Using Marketing Automation more effectively2   Out-of-the-box value you’re missing3   Custom reporting f...
NOTE:  There are many marketing automation and CRM systems,  but today’s examples will focus on Marketo and Salesforce Mar...
Using Marketing Automation more effectively   You’ve made the investment in Marketing   Automation, but are frequently ask...
Using Marketing Automation more effectively   Traditionally, Marketing Automation and   SEO have been seen as disconnected...
Using Marketing Automation more effectively   Since Marketing Automation can access your   CRM, there are valuable insight...
Webinar Agenda1   Using Marketing Automation more effectively2   Out-of-the-box value you’re missing3   Custom reporting f...
Things you can get “out-of-the-box”:•  Detailed reports on how people find you and where they are coming from•  When and w...
Out-of-the-box Tip 1: Lead Origin    Know how prospects find you    These are the key filters (default fields) to use in M...
Out-of-the-box Tip 1: Lead Origin    Know how prospects find you  Marketing value: Know which programs are performing (rep...
Out-of-the-box Tip 1: Lead Origin    But How do I close the Loop?                                                         ...
Out-of-the-box Tip 1: Lead Origin    Out of the box you can’t get this:  Why is this important?: Shouldn’t the person in c...
Out-of-the-box Tip 1: Lead Origin      If you’re not using Marketo and these fields      don’t look familiar:      Then re...
Out-of-the-box Tip 2: Arm your Sales Team   Using Sales Insight for at-a-glance insights                                  ...
Out-of-the-box Tip 2: Arm your Sales Team    Arm your sales team    with more information    With this view they will know...
Out-of-the-box Tip 3: Alerts    A shift in the purchasing process      70%                               B2B buyers are mo...
Out-of-the-box Tip 2: Alerts    Know when you’re being evaluated                   Bob visits our “Pricing”               ...
Out-of-the-box Tip 2: Alerts       Alerts allow you to track       down-the-funnel activities,       as opposed to just   ...
Webinar Agenda1   Using Marketing Automation more effectively2   Out-of-the-box value you’re missing3   Custom reporting f...
Custom reporting for Search ROI Insights     Hundreds of SEO keywords get potential     customers to your website, but onl...
Custom reporting for Search ROI Insights    You already have the tools to track Search    Marketing ROI (Just need to clos...
Custom reporting for Search ROI Insights  From search to CRM, justify your SEO investment    GOOGLE ANALYTICS- - - - - - -...
KEYTOUCH CASE STUDY: GLOBAL MANUFACTURER   Gaining Visibility into ROI   A Global Manufacturer worked with us to implement...
Custom reporting for Search ROI Insights   Example report                                           @webmarketing123 #123w...
Custom reporting for Search ROI Insights   Close the loop, make data-driven decisions   Start refining marketing program a...
Webinar Agenda1   Using Marketing Automation more effectively2   Out-of-the-box value you’re missing3   Custom reporting f...
Key Takeaways    Your marketing automation system gives    you powerful insights, including:    •  Original search terms t...
Key Takeaways  Use These Insights to Guide Your Investments    SEO    •  Run ranking reports on the keywords that are attr...
We invite you to…	   Download:   2012 State of Digital Marketing Report   bit.ly/2012wm123                                ...
Upcoming SlideShare
Loading in...5
×

Marketing Automation and SEO: Advanced Techniques - Webmarketing123 webinar

876

Published on

Learn how to use marketing automation to power your SEO program and measure its contribution to revenue.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
876
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Marketing Automation and SEO: Advanced Techniques - Webmarketing123 webinar"

  1. 1. Marketing Automation + SEO:Advanced TechniquesMike TurnerSEO Expert & Director of Business DevelopmentWebmarketing123 @webmarketing123 #123webinar
  2. 2. @webmarketing123 #123webinar
  3. 3. Some Practical Matters Yes! Just emailü  Are the slides available? seo@webmarketing123.comü  Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123ü  Stay informed by following us. webmarketing123ü  Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  4. 4. Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
  5. 5. Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
  6. 6. NOTE: There are many marketing automation and CRM systems, but today’s examples will focus on Marketo and Salesforce Marketing Automation System CRM System @webmarketing123 #123webinar
  7. 7. Using Marketing Automation more effectively You’ve made the investment in Marketing Automation, but are frequently asked, “Are we getting the most out of it?” You’re probably doing: •  Emails, Newsletters •  Nurture Program to stay top of mind •  Custom landing pages and offers •  Announcements But marketing automation can be leveraged to improve Search Marketing and even measure ROI. @webmarketing123 #123webinar
  8. 8. Using Marketing Automation more effectively Traditionally, Marketing Automation and SEO have been seen as disconnected and serving different purposes PUSH LEADS THROUGH SALES FUNNEL ATTRACT NEW LEADS But there are fundamental tools within your CRM that you can use to power your SEO @webmarketing123 #123webinar
  9. 9. Using Marketing Automation more effectively Since Marketing Automation can access your CRM, there are valuable insights you can gain if you know where to look ROI DATA REPORTS STATS NUMBERS VISITORS RO @webmarketing123 #123webinar
  10. 10. Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
  11. 11. Things you can get “out-of-the-box”:•  Detailed reports on how people find you and where they are coming from•  When and where your open leads and opportunities are evaluating you @webmarketing123 #123webinar
  12. 12. Out-of-the-box Tip 1: Lead Origin Know how prospects find you These are the key filters (default fields) to use in Marketo to identify what search phrases your prospects are using to find you. @webmarketing123 #123webinar
  13. 13. Out-of-the-box Tip 1: Lead Origin Know how prospects find you Marketing value: Know which programs are performing (reports, keywords) Sales value: Know prospect’s intent and how to tailor your approach @webmarketing123 #123webinar
  14. 14. Out-of-the-box Tip 1: Lead Origin But How do I close the Loop? Closed Won Dollars ? ? ? ? ? ? Marketing value: Out of the Box, Marketo & Other Marketing Automation Systems cannot access Opportunities and tie pipeline and closed won @webmarketing123 #123webinar dollars to source and keywords
  15. 15. Out-of-the-box Tip 1: Lead Origin Out of the box you can’t get this: Why is this important?: Shouldn’t the person in charge of getting more qualified visitors and leads from the website want this information? @webmarketing123 #123webinar
  16. 16. Out-of-the-box Tip 1: Lead Origin If you’re not using Marketo and these fields don’t look familiar: Then reach out to Support team and ask: “How do I set-up a view or report that shows me a prospect’s original search phrase in finding my website?” @webmarketing123 #123webinar
  17. 17. Out-of-the-box Tip 2: Arm your Sales Team Using Sales Insight for at-a-glance insights @webmarketing123 #123webinar
  18. 18. Out-of-the-box Tip 2: Arm your Sales Team Arm your sales team with more information With this view they will know prospects in their pipe that found them on certain keywords @webmarketing123 #123webinar
  19. 19. Out-of-the-box Tip 3: Alerts A shift in the purchasing process 70% B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps. Do you have alerts set up to know when contacts from open opportunities are visiting high value web pages? @webmarketing123 #123webinar
  20. 20. Out-of-the-box Tip 2: Alerts Know when you’re being evaluated Bob visits our “Pricing” and “Clients” page * Alert! Your opportunity, “Bob”, visited our “Pricing” and “Clients” page. May want to follow-up. Sales Team Tailor and time follow-up approach based on prospect’s behaviors @webmarketing123 #123webinar
  21. 21. Out-of-the-box Tip 2: Alerts Alerts allow you to track down-the-funnel activities, as opposed to just tracking incoming leads. @webmarketing123 #123webinar
  22. 22. Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
  23. 23. Custom reporting for Search ROI Insights Hundreds of SEO keywords get potential customers to your website, but only a handful of those keywords lead to closed deals. 7 in 10 marketers can’t attribute ROI from SEO – the #1 channel for lead generation. Source: Webmarketing123 State of Digital Marketing Survey, 2012 @webmarketing123 #123webinar
  24. 24. Custom reporting for Search ROI Insights You already have the tools to track Search Marketing ROI (Just need to close the loop!) In order to link search terms used to find you with closed deal revenue in your CRM, you need the following: -  Marketing Automation System -  CRM System -  Missing Link: “Search behavior to CRM” connector tool @webmarketing123 #123webinar
  25. 25. Custom reporting for Search ROI Insights From search to CRM, justify your SEO investment GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - | KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- | @webmarketing123 #123webinar
  26. 26. KEYTOUCH CASE STUDY: GLOBAL MANUFACTURER Gaining Visibility into ROI A Global Manufacturer worked with us to implement tracking for SEO attribution. In just 2 days, they began to connect keywords to closed deals within their CRM – and then view lead source data directly in their lead view. 2 weeks later, client was able to attribute $1.5 million in revenue opportunity to 2 SEO keywords – more than justifying their initial investment in SEO. @webmarketing123 #123webinar
  27. 27. Custom reporting for Search ROI Insights Example report @webmarketing123 #123webinar
  28. 28. Custom reporting for Search ROI Insights Close the loop, make data-driven decisions Start refining marketing program allocation based on actual revenue instead of just leads or conversions. Revenue Keyword Allocation Opportunity Keyword A $85,000 $ $ Keyword B $60,000 $ Keyword C $275,000 $ $ $ $ @webmarketing123 #123webinar
  29. 29. Webinar Agenda1 Using Marketing Automation more effectively2 Out-of-the-box value you’re missing3 Custom reporting for Search ROI insights4 Key Takeaways @webmarketing123 #123webinar
  30. 30. Key Takeaways Your marketing automation system gives you powerful insights, including: •  Original search terms that attract new prospects •  Alerting you when leads evaluate you on your site •  Informing you which keywords generate revenue Use these insights to guide your marketing investments. @webmarketing123 #123webinar
  31. 31. Key Takeaways Use These Insights to Guide Your Investments SEO •  Run ranking reports on the keywords that are attracting the most leads and closing the most deals •  Look for themes and identify opportunity areas •  Small gains could mean big wins Ø  95% of Clicks Happen on Page 1 Ø  60% of Clicks are on Top 3 Results Marketing Automation •  Use this information to fuel content creation and focus all other marketing efforts as well @webmarketing123 #123webinar
  32. 32. We invite you to… Download: 2012 State of Digital Marketing Report bit.ly/2012wm123 webmarketing123.com Email Us for a Free Consultation: ü SEO/PPC/Social Media Marketing ü Measurement/Analytics Approach ü Lead Gen Effectiveness Mike.t@webmarketing123.com seo@webmarketing123.com NEXT WEEK’S WEBINAR: How Your Website is Working Against You @webmarketing123 #123webinar
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×