1. Mission Possible:
Prove SEO Value with
Marketing Automation
Mike Turner
SEO Expert & Director of Business Development
Webmarketing123
@webmarketing123 #123webinar

2. @webmarketing123 #123webinar

3. Some Practical Matters
Yes! Just email
ü Are the slides available? seo@webmarketing123.com
ü Tweet today’s event
using #123webinar @webmarketing123
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ü Stay informed by
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ü Ready to take the next step with us?
Request a Complimentary SEO Assessment Today.
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4. Agenda
1 Challenge of proving SEO value
2 Use Marketing Automation more effectively
3 Measuring ROI from SEO: “How to” and Case Studies
4 Key Takeaways
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5. Return on SEO investment is measurable
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6. ?
POLL:
How are you currently measuring the
success of your SEO program?
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7. Challenge of proving SEO value
More than half of CMOs
feel insufficiently prepared
to provide hard numbers
regarding marketing
program ROI.
Source: Deloitte CMO Summit, 2012
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8. Challenge of proving SEO value
7 in 10 marketers can’t
attribute ROI from SEO – the #1
channel for lead generation.
Source:Webmarketing123 State of Digital Marketing Survey, 2012
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9. Challenge of proving SEO value
Hundreds of SEO keywords introduce people
your products or services, but only a handful
capture and convert in-market customers.
Can you track introducing keywords & sources
and do you know where you rank on Google for
those keywords?
@webmarketing123 #123webinar

10. Challenge of proving SEO value
What’s the benefit of measuring and attributing?
72% Say They
are Better Able to
Allocate Budget
Across Channels
eConsultancy, Feb 2012
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11. Challenge of proving SEO value
A shift in the purchasing process
B2B buyers are moving 57-70% of the way
through the sales funnel before they engage
directly with sales reps.
• On average, B2B decision makers will wait two weeks after their initial
visit before converting (Google Think B2B Study)
• If you track Last Touch only, you aren’t giving credit to the initial Organic Search.
@webmarketing123 #123webinar

12. Challenge of proving SEO value
Your customers may find you one way, but
provide their information on an entirely
separate visit.
7 out of 10 of you have no way to
highlight this.
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13. Challenge of proving SEO value
Give credit where credit is due
2 Week Break www.yourwebsite.com
and then visits
directly
SALE
First Visit
Second Visit
• On average, B2B decision makers will wait two weeks after their initial
visit before converting (Google Think B2B Study)
• If you track last (or converting) touch only, you aren’t giving credit to the first
visit via Organic Search.
@webmarketing123 #123webinar

14. Agenda
1 Challenge of proving SEO value
2 Using Marketing Automation more effectively
3 Measuring ROI from SEO: “How to” and Case Studies
4 Key Takeaways
@webmarketing123 #123webinar

15. 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

16. Using Marketing Automation more effectively
There are many marketing automation and CRM systems,
but today’s examples will focus on Marketo and Salesforce
Marketing Automation System
CRM System
And many more….
And many more….
@webmarketing123 #123webinar

17. Using Marketing Automation more effectively
Traditionally, Marketing Automation and
SEO have been viewed in silos
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

18. Using Marketing Automation more effectively
Since Marketing Automation systems track
and store data as well as access your CRM,
there are valuable insights you can gain if
you know where to look
ROI
DATA
REPORTS
STATS
NUMBERS
VISITORS
RO
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19. Using Marketing Automation more effectively
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

20. Using Marketing Automation more effectively
Know how prospects initially find you
Marketing value: Know which programs are performing (reports, keywords)
Sales value: Know prospect’s intent and how to tailor your approach
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21. Using Marketing Automation more effectively
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
dollars to source and keywords @webmarketing123 #123webinar

22. Using Marketing Automation more effectively
What’s missing?
• The Introducer
• Actionable reporting format
@webmarketing123 #123webinar

23. Agenda
1 Challenge of proving SEO value
3 Using Marketing Automation more effectively
4 Measuring ROI from SEO: “How to” and Case Studies
5 Key Takeaways
@webmarketing123 #123webinar

24. So how do I make the leap from keyword to closed deal?
You need to store an individual’s search behavior data and attach it to a lead/opp record.
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25. Measuring ROI from SEO
You can measure ROI from SEO with the
following set-ups:
Keywords Dollars
A $
___ No CRM (Manual) B $$
C $$$$
___ Just CRM
___ Just Marketing Automation (Manual)
___ CRM and Marketing Automation (ideal)
@webmarketing123 #123webinar

26. Measuring ROI from SEO
Tie Keywords to Revenue - Report
Why is this important? The person in charge of getting more qualified
visitors and leads from the website needs this information
@webmarketing123 #123webinar

27. Measuring ROI from SEO
From search to CRM, justify your SEO investment
GOOGLE ANALYTICS- - - - - - - - - - - - - - - - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -- |
@webmarketing123 #123webinar

28. 2 Case Studies using KeyTouch
Attribution to gain valuable insights
INTERNAL CASE STUDY: WEBMARKETING123
CLIENT CASE STUDY: GLOBAL MANUFACTURER
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29. CASE STUDY: WEBMARKETING123
$75K from 1 Keyword in 4 Minutes
We optimize for hundreds of keywords, one of which
is “SEO Company”. Here’s one example of how we
were able to track a closed deal back to a specific
keyword.
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30. CASE STUDY: WEBMARKETING123
1. Prospect searched “SEO Company”
2. Clicked Organic search result
3. Spent 4 minutes on site,
filled out “Contact Us” form
4. Nurture email brought them
back to the site and kept our
brand top of mind. Deal closed 3
months later
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31. CASE STUDY: WEBMARKETING123
Working backwards from a closed deal
and being able to attribute the lead source to organic
search for “SEO company” gives us 75,000 reasons to
focus efforts on optimizing for keyword “SEO company”
#1
#2
#3
@webmarketing123 #123webinar

32. CASE STUDY: GLOBAL MANUFACTURER
Gaining Visibility into ROI
Global Manufacturer worked with us to implement “Search to CRM” tool. 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 campaign keywords – more
than justifying their initial investment in SEO.
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33. Measuring ROI from SEO
Introduction and conversion data
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34. Measuring ROI from SEO
Example Report
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35. CASE STUDY: GLOBAL Test & Measurement MANUFACTURER
Example Report
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36. Agenda
1 Challenge of proving SEO value
3 Using Marketing Automation more effectively
4 Measuring ROI from SEO: “How to” and Case Studies
5 Key Takeaways
@webmarketing123 #123webinar

37. Key Takeaways
Your marketing automation system can give you powerful
insights, including:
• Original search terms that attract new prospects (out-of-the-box)
• Which keywords generate revenue so you are able to know ROI
from SEO (needs custom set-up
Remember:
Don’t measure simply traffic and/or conversions. Understand
exactly which SEO keywords generate leads, drive opportunities,
and close deals.
@webmarketing123 #123webinar

38. Key Takeaways
Use data to guide your investments
1. Run Keyword Ranking Reports:
Once you know which keywords attract the most leads
and close the most deals, run ranking reports to see
where you rank so you can prioritize efforts
2. 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
3. Use this information to drive Marketing
Automation campaigns. New insights
should fuel content creation and refine focus
of all other marketing efforts
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39. We invite you to…
Download:
2012 State of Digital Marketing Report
bit.ly/2012wm123
webmarketing123.com
Email me for a Consultation:
ü SEO/PPC/Social Media Marketing
ü Measurement/Analytics Approach
ü Lead Gen Effectiveness
Mike.t@webmarketing123.com
Tues. NEXT WEEK’S WEBINAR:
12/11
6 Critical SEO Steps
for Website Redesign
@webmarketing123 #123webinar