C3 2012 Inbound & SEO Strategies for the Best Lead Conversions - John Fernandez

1. #C3ny
#C3ny
|
September
19-­‐20
|
New
York
City
Inbound
and
SEO
Strategies
for
the
Best
Lead
Conversions
John
C.
Fernandez
Director,
Online
MarkeGng,
IntraLinks
(NYSE:IL)

2. #C3ny
Who
am
I?
2
+ John
C.
Fernandez
+ TwiQer:
@JFernandez
+ Director,
Online
MarkeGng
+ IntraLinks
(NYSE:
IL)
+ 13
Years
Experience,
Formerly
At:
• Accoona
• X3D
• Chessclub.com
+ Searchlight
Customer
Since
3/12

3. #C3ny
About
IntraLinks
(NYSE:
IL)
3
+ 3,500+
clients
+ 90,000+
organizaGons
+ 2,000,000+
global
users
+ 55,000+
transacGons
+ Users
include
800
of
the
Fortune
1000
+ 2011
revenue:
$213M
+ Total
transacGons
valuing:
$19T
Industrial
Consumer
Pharma
Energy
Legal
Financial
Trans.
Fed./State

4. #C3ny
Today’s
Agenda
4
1
2
3
4
The
Challenge
How
We
Fixed
Infrastructure
(…
and
our
website)
How
We
Fixed
Search
(…
and
our
website,
and
how
Searchlight
helped)
What
Happened
&
Next
Steps

5. #C3ny
Our
Challenge
5
+ In
Online
MarkeGng
in
2009,
our
challenge
was
to
re-­‐design
the
website,
but
there
was
a
problem…
• Company
had
over
$100
million
in
revenue
• Inbound
Pipeline
(not
even
revenue!)
was
very
low!
vs.

6. #C3ny
How
Low?
MQLs
SQLs
Pipeline $4.62M
424
$10.9K
4,992
Avg. $
2008
= Any lead passed to sales (Includes every
gated form, webform, phone call, email)
= Sales validated opportunities
= Avg. Dollar Value of Opps
= Total Value of Opps
8%
6

7. #C3ny
How
the
Inbound
World
Looked
in
2008
E-­‐mail
Web-­‐to-­‐lead
Manual
Manual
7
+ No
Trackability
+ Very
Manual
+ No
Consistent
Process

8. #C3ny
Steps
to
Our
Soluon
8
+ Clean
Up
The
Website!
• Used
to
take
3
clicks
to
get
to
a
form,
made
it
1
• Used
to
take
4
clicks
to
get
to
a
phone
number,
made
it
0
• Un-­‐gated
all
of
our
content
(Whitepapers,
Webcasts)
o Had
been
sending
all
gated
form
fill-­‐outs
directly
to
Sales
as
“MarkeGng
Qualified
Leads”

9. #C3ny
Your
Contact
Form
9
+ Ask
3
QuesGons:
• 1)
What
does
MarkeGng
really
need?
• 2)
What
does
Sales
really
need?
• 3)
And,
more
importantly…What
does
the
user
really
need
to
give
you?

10. #C3ny
Does
Markeng
REALLY
Need
This
Info?
10

11. #C3ny
Form
Analycs
Are
Crical
11
+ Google
AnalyGcs
Funnel!
• Cost
us
about
$2,500
to
build
and
implement
• Gives
us
clear
data
on
how
users
proceed
through
the
Contact
Us
form,
where
they
abandon,
and
where
they
go
to
upon
leaving

12. #C3ny
Let’s
See
The
Numbers
12
+ We
lost
7
people
in
this
month
that
had
already
filled
out
First
Name,
Last
Name,
Title,
Company,
E-­‐mail,
Phone
and
Country
+ …
and
MarkeGng
wasn’t
leveraging
this
data!
Easy
Decision:
Remove
the
field!

13. #C3ny
Pop
Quiz
What
%
of
Sales
Requests
Check
this
box
on
our
form?
46%
What
%
of
Non-­‐Sales
Request
Check
this
box?
83%
We
were
completely
misroung
everything!
13

14. #C3ny
Steps
to
Our
Soluon
14
+ Pick
up
the
phone!
• Check
every
phone
number
on
your
website,
collateral,
etc.
o Who
picks
it
up
during
office
hours?
Off
hours?
Weekends?
o Made
sure
to
have
either:
– 24/7
Coverage
– Message-­‐taking
capabiliGes,
and
reference
to
24/7
number

15. #C3ny
Steps
to
Our
Soluon
15
+ No
more
e-­‐mail!
• Created
Eloqua
Forms
in
plain
HTML
for
internal
Customer
Service
representaGves
to
create
leads
in
Salesforce
that
can
be
tracked

16. #C3ny
Live
Dashboards
• Dashboards
for
every
region
and
segment
• Reports
for
delinquency,
broken
processes
16
+ Dashboards
for
every
region
and
segment
+ Reports
for
delinquency,
broken
processes

17. #C3ny
What
About
Sales???
17
+ No,
we
did
not
have
any
SLAs
with
Sales…
• SLAs
to
us
are
magical
unicorns
which
do
not
exist
in
our
universe…
+ But,
we
can
try
a
few
things:
• Decide
to
focus
on
very
key
to-­‐dos
for
Sales,
and
creaGng
reports
for
Sales
Management,
even
if
they
do
not
have
SLAs,
can
bring
about
very
posiGve
Sales
behavior!
• Mailed
directly
by
Salesforce
to
Sales!

18. #C3ny
Report
#1
–
24
Hour
Delinquency
18
+ Great
way
to
create
“SLA”
behavior:
• MarkeGng
Qualified
Leads
where
status
was
sGll
“MarkeGng
Qualified”
and
Lead
Age
Hours
>
24
Hours
• Sales
will
more
quickly
respond
to
leads
as
to
not
get
on
this
report!
o Hence…Sales
will
respond
to
leads
faster
than
they
used
to
• Sent
daily
(Monday-­‐Friday)
@7:30AM

19. #C3ny
Report
#2
–
$0
Opportunies
19
+ $0
OpportuniGes
Are
Awful
• Means
that
Sales
has
not
fully
validated
opportunity
• Weakens
MarkeGng
Metrics
by
reducing
average
opportunity
value
• Might
cause
Sales
to
“miss”
opportunity
o CreaGng
new,
non-­‐tracked
opp!
• Sent
twice
weekly
(Monday
&
Friday)

20. #C3ny
Report
#3
–
Leads
with
Inacve
Sales
20
+ Sales
people
come
and
go…
• …but
Sales
Management
must
re-­‐assign
leads
to
other
sales
people!
• This
is
criGcal
in
any
organizaGon
which
has
a
significant
amount
of
Sales
turnover
• Sent
weekly
(Friday)

21. #C3ny
Report
#4
–
Convert
Without
Opportunity
21
+ Salesforce’s
biggest
hole
• The
only
Gme
Salesforce
writes
the
campaign
code
to
an
opportunity
is
when
it
is
converted
via
a
Lead
èContact
conversion
process
• This
poses
major
challenges
for
exisGng
customers
• This
report
helps
us
plug
one
of
the
“leaks”
in
the
conversion
process

22. #C3ny
One
Thing
You
Should
Do
Tomorrow
22
+ Go
to
your
company’s
website.
• Call
every
phone
number,
ask
to
talk
to
someone
in
Sales.
• Fill
out
every
form,
and
ask
for
an
immediate
response.
• Wait…
o Keep
waiGng…
– Sll
waing?
» Then you have a problem.

23. #C3ny
What
we
achieved…
$31.64M
2,845
2011
$11.1K
-­‐33%
571%
586%
2%
3,348
$4.62M
424
$10.9K
4,992
2008
MQLs
SQLs
Pipeline
Avg. $
8%
86%
23

24. #C3ny
24
…And
now
for
my
next
trick…

25. #C3ny
What
was
missing?
25
+ NoGce
that
there
were
a
lot
of
things
I
didn’t
talk
about!
• Where
was
the
MarkeGng?
o Traffic
GeneraGon?
o Search?
– PPC?
– SEO???????
+ All
I
was
doing
was
infrastructure!

26. #C3ny
Let’s
give
an
example…
26
+ A
very
important
keyword
for
us
is
“Virtual
Data
Room”
• “A
virtual
data
room
is
an
online
repository
of
informaGon
that
is
used
for
the
storing
and
distribuGon
of
documents.”
-­‐
Wikipedia

27. #C3ny
“Virtual
Data
Room”
Compared
to
Soda…
27
+ Brand
Leader
IntraLinks
+ Brand
Follower
V-­‐Rooms
+ Generic
Virtual
Data
Room

28. #C3ny
Paid
Search
Conversions:
1/2010
-­‐
2/2012
28
+ In
looking
at
paid
search,
Virtual
Data
Room
and
its
family
dominates
all
non-­‐IntraLinks
brand
in
keywords
where
a
conversion
(Form
Fill-­‐Out
to
Sales)
took
place.
Rank
Keyword
#1
IntraLinks
#2
IntraLink
#3
Virtual
Dataroom
#4
Virtual
Data
Room
#5
InterLinks
#6
Document
Repository
#7
Data
Room
Services
#8
IntraLinks
Data
Room
#9
Online
Data
Rooms
#10
Intra
Links
#11
Electronic
Data
Room
#12
IntraLinks
Com

29. #C3ny
Organic
Search
Traffic:
1/2010
-­‐
2/2012
29
+ However,
in
looking
at
Natural
Search
(non-­‐Paid),
the
keywords
skew
very
much
towards
our
brand,
but
Virtual
Data
Room
only
ranks
#88
in
terms
of
traffic
Rank
Keyword
#1
IntraLinks
#2
IntraLinks.com
#3
www.IntraLinks.com
#4
IntraLink
#5
IntraLinks
Login
#6
InterLinks
#7
IntraLinks
Designer
#8
Intra
Links
#9
InterLinks.com
#10
ww.IntraLinks.com
#11
www.IntraLinks.cm
#88
Virtual
Data
Room

30. #C3ny
Here’s
what
I
had…
30
+ Tons
of
B2B
Websites
talk
like
this!
• No
Images
• Tons
and
tons
of
boring
text
+ Where
was
my
“Virtual
Data
Room”
keyword?

31. #C3ny
Here’s
what
I
have
now!
31
+ With
the
new
website
on
March
1st,
we
were,
for
the
first
Gme,
able
to
have
a
page
dedicated
to
“Virtual
Data
Room.”
In
fact,
we
never
had
this
in
our
content
to
begin
with!
+ Also
added:
• SoluGon
Descriptors
• SoluGon-­‐Specific
Images
• SoluGon
Infographic
• Case
Studies
• Contact
Form

32. #C3ny
Who
here
gets
e-­‐mails
like
this?
32

33. #C3ny
But
Why
Is
This?
33
On-­‐Site
AnalyGcs
Off-­‐Site
AnalyGcs
Banners
E-­‐mail
Social
PPC
SEO

34. #C3ny
We
have
Searchlight
now!
34

35. #C3ny
Conductor
Recommendaons
35
+ Searchlight
had
idenGfied
many
issues
on
the
keyword
“Virtual
Data
Room”
which
we
needed
to
address:
o The
keyword
not
being
included
in
ALT
text
o Meta
DescripGon
Too
Long
o Numerous
Images
with
missing
ALT
AQributes
o MulGple
H1
Tags
o Etc…

36. #C3ny
How
has
our
rank
gone
up?
36
1
3
5
7
9
11
13
15
18-­‐Mar
25-­‐Mar
1-­‐Apr
8-­‐Apr
15-­‐Apr
22-­‐Apr
29-­‐Apr
6-­‐May
13-­‐May
20-­‐May
27-­‐May
3-­‐Jun
10-­‐Jun
17-­‐Jun
24-­‐Jun
1-­‐Jul
8-­‐Jul
15-­‐Jul
22-­‐Jul
29-­‐Jul
5-­‐Aug
12-­‐Aug
19-­‐Aug
26-­‐Aug
2-­‐Sep
9-­‐Sep
Rank
Rank

37. #C3ny
Does
our
traffic
confirm
this?
37
0
50
100
150
200
250
January
February
March
April
May
June
July
August
Visits
Visits

38. #C3ny
This
helps
our
PPC,
also!
38
$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
$1,600.00
January
February
March
April
May
June
July
August
Cost/Conversion
Cost/Conversion

39. #C3ny
So
what’s
next
for
us?
39
1
2
3
4
ConGnue
using
Searchlight
to
build
out
keywords!
ConGnue
using
Searchlight
to
resolve
issues
in
content/technology!
Remember
to
focus
on
the
user
behavior!
Measure,
Measure,
Measure!

40. #C3ny
40