OVERVIEW4Our approach isbuilt on data-drivenstrategy andefficientexecution.Each campaign includes:! Business Research + Strategy! Custom Scorecard Tracking! Attribution + Data-driven Optimizations
OVERVIEW5Fast Growing. Award Winning.Top 10 of Bay Area’s 100Fastest Growing CompaniesTop 500 Fastest GrowingPrivate US Companies
OVERVIEW6We are experts at growingrevenue for our clients.
OVERVIEW7We have uniqueexperience drivinglead generationcampaigns forglobal Fortune 500companies.Across multiple business units and 4 countries we produced34,356 new leads for a group of operating companies, including:
OVERVIEWHow we seetoday’s salesfunnel.
OVERVIEWWhatx≈≈≈≈≈≈InquiryMarketing QualificationSales Qualification9Inbound OutboundAutomation Qualified LeadsSales Generated Leads(SGLs)Teleprospecting Accepted Leads (TALs)Teleprospecting Qualified Leads(TQLs)Teleprospecting GeneratedLeads (TGLs)Sales Accepted Leads(SALs)CloseWon BusinessSales Qualified Leads (SQLs)Grow funnel with pre-acquisition metrics: CTR, CVROur servicestarget each stepof the funneland use gainedintelligence tooptimize totalcampaign.Using variation of SiriusDecisions Demand Waterfall™
OVERVIEWAccelerate resultsfrom SEO with ourproven process.
OVERVIEW11Accelerator Processempowers our clients to: ü Get results 66% fasterü Cut CPL in halfü Experience 2X lead volumeü Gain $8 pipeline revenue for every $1 spent
OVERVIEWFirst, dive deep intobusiness to uncoverinsights and setstrategy.
OVERVIEW14Accelerator LaunchResearch,Competitive AuditandOpportunity AnalysisOur accelerator launch starts with an audit of existing webanalytics, understanding business goals, and detailing customersearch behaviors/language.1. Know what your customers are searching.2. Set clear benchmarks, goals, and key performanceindicators for your SEO program3. Compare rankings against competitors4. Understand highest opportunity areas from Search
OVERVIEWThen, conduct aWorkshop to get highperformancecampaigns up andrunning faster.
OVERVIEW16Accelerator LaunchResearch,Competitive AuditandOpportunity Analysis+ WORKSHOP2-day workshop:Pulls together brand managers, marketing, product managers, sales,IT, and more to establish buy-in, goals, and detail accountability.1. Streamline implementation of campaign2. Proactively identify obstacles and countermeasures3. Establish clear action plans and accountabilityResults of workshop:
OVERVIEWCreate an ActionPlan to detailownership andaccountability
OVERVIEW20SEO requires more than just on-page optimizationand back-links:1. The right keyword strategy2. Content creation and syndication plan(biggest challenge for most)3. Expert guidance on site architecture andoptimizations4. Social signals (i.e. Authorship mark-up,Google+ integration, and more)ImplementationKeywordsSelection andMappingContentBlog, Press Releases,White Papers,“How-To”, NewsInboundLinksSocialSignalsMetaContentPage Titles, URL’sSiteArchitectureComprehensive optimization requires:What’s in the Action Plan?
OVERVIEW22Successful campaigns don’t stop at implementationScorecard Methodology:1) Predictive Analytics to Set Realistic Targets2) Monthly Measurement of Success KPIs3) Root Cause/Countermeasure Analysis forMissed Targets• This step allows for sustainment anditeration for continual improvementTracking & AdjustmentReporting withKPI Scorecard,Attributionand OptimizationA measurement Scorecard establishes a common basis of comparison andholds teams accountable for key metrics indicating revenue growth
OVERVIEWCustomized SEO Scorecard for top KPIs
OVERVIEWAdvanced attribution tracking empowers you to track revenueback to campaign keywords
OVERVIEW• SEO• Search25Zenprise went from #17 to #3 onGoogle in less than 60 days Goals:! Increase lead volume, but not at the price of quality! Outrank competition! Speed up execution of search marketing campaignsChallenge:Zenprise faced extremely competitive keywords in tech-savvy industry. Internalteam lacked bandwidth to manage Search marketing.Solution:! Conducted Acceleration workshop to establish unique KPIs and benchmarks! Gained buy-in of Search as a company-wide endeavor.! Developed action plan to leverage in-house strengths and identify obstaclesResults:! #17 to #3 in less than 60 days for “Mobile Device Management” (behind onlyApple and Wikipedia)! 200% increase in conversion volume! 50% decrease in cost-per-lead! 800% return on search marketing investmentCase StudyB2B
OVERVIEWWhat else canyou do? Integrate SEOand PPC
OVERVIEW27Integrate SEO + Paid Search andfast-track results: SearchEngine AdsSEOBenefits of integrated SEO and Paid Search:1. Immediate source of additional revenueGoogle reports that 89% of ad clicks areincremental*2. Risk mitigation – If algorithm updatedrops you off, you can still be on 1st page3. Cross-channel learnings – Sharedperformance data from each channelimproves performance of eachBecause two revenue streams are better than one. And 25% of all B2Bonline leads come from Paid Search*.*ThinkWithGoogle Study, Google
OVERVIEW28AppDynamics experienced a 10X Return in Pipeline RevenueGoals:! Out rank competition for target search terms! Increase volume of leads secured through lead generation programs! Increase % of raw leads that convert to qualified opportunities! Improve ROI for new customersChallenge:AppDynamics needed to revamp lead generation efforts. They knew they wereunderutilizing SEO as a means of inbound lead generation and were placing toomuch focus on display ads to promote a free software download.Solution:! Established unique KPIs and benchmarks! Execute integrated marketing strategy, inc. SEO, PPC, and content creation! Large expansion of AppDynamics’ optimization program by introducingadditional keywordsResults:! 73% increase in organic search traffic in <6 months! 101% Increase in Organic, non-branded search traffic in <6 months! 500% Estimated overall ROI! 10X Return in pipeline revenue from SEOCase Study• SEO• Paid Search• Content CreationB2B
OVERVIEW29Additional Case Studies
OVERVIEW30Camille La Vie saw a 273% Increase inOnline Sales Revenue from 2011 to 2012 Goals:! Boost site traffic and visits to product pages! Improve revenue from online storeChallenge:Camille La Vie sells designer dresses and relied heavily on in-store salesrevenue. They had minimal to no site traffic or online sales.Solution:! Established more comprehensive SEO program to include all products! Content creation & technical team to execute agency recommendations! Targeted seasonal products with integrated SEO and content campaignsResults:! 283% Increase in organic traffic from non-branded keywords! 273% Increase in revenue from organic search! 3,465% increase in traffic for “Homecoming” related keywordsCase Study• SEOB2C
OVERVIEW31Hornblower Increased Lead Volume by 636%and reduced their CPLGoals:! Improve lead volume and efficiency! Increase reach across multiple channelsChallenge:Hornblower provides dining and event cruises to 8 ports throughout the US. Tomaximize profits, their goal was to significantly increase the number of qualityleads seeking to book large events.Solution:! Improve user experience through improved landing pages! Improve budget allocation strategies to maximize volume! Utilize LinkedIn and Facebook targeting to capture corporate and wedding leadsResults:! 636% increase in lead volume! 73% increase in conversion rates! 27% decrease in cost-per-leadCase Study• Search• Social DisplayB2B + B2C
OVERVIEW32Moving Guru Reduced their Cost-Per-Acquisition by 31%Goals:! Increase lead volume while maintaining strict CPA goalsChallenge:Moving Guru is a moving quote aggregator that helps people save on their moveby connecting them with multiple moving companies.Solution:! Utilize advanced Google Display Network (GDN) features! Improve campaign structure for better quality scores and conversion rate! Create new landing pages to form an easier path to conversionResults:! 457% increase in leads! 31% decrease in cost-per-acquisition! 42% increase in conversion ratesCase Study• Search• DisplayB2C
OVERVIEW33Thank You.Paul Taylor | Paul.firstname.lastname@example.orgGet a consultation and learn:ü Where you rank in relation to competitorsü How much revenue opportunity is available fromSearch (we’ll do the research)ü What actions you can take today to accelerateresults from your SEO programSimply email Results@webmarketing123.com or call 800.619.1570