1. #123webinar

2. #123webinar
We drive revenue.
Not just clicks and traffic.
/ About Webmarketing123
Paid
Search
SEO Content
Creation
Website
Design

3. #123webinar
1 Master the CMO Survival Guide
How to Thrive in the Digital Era
2 Finally, Prove Marketing ROI
Definitively Tie Digital Performance to Revenue
3 Win the New Digital Path to Purchase
Understand the Elusive, New B2B Buyer
4 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

4. #123webinar
“There’s never
been a more
exciting time
to be marketer.”
- Overheard at a marketing
conference near you.
/ Master the CMO Survival Guide

5. #123webinar
Here’s what that really means…
/ Master the CMO Survival Guide
There’s never been a
more stressful time to
be a marketer.

6. #123webinar
1 CMOs are in the C-Suite hot seat.
80% of CEOs don’t
believe marketing chiefs
add value to the
business.
Fournaise Marketing
Group
90% of the same CEOs
value the work of CFOs
and CIOs.
/ Master the CMO Survival Guide

7. #123webinar
1 CMOs are in the C-Suite hot seat.
Just 26% of marketers
are capable of
determining their
impact on the business.
VisionEdge Marketing
& ITSMA
/ Master the CMO Survival Guide

8. #123webinar
2 Today’s buyer is extremely complex.
Before, Now,
prospects needed to
talk to sales.
the last thing they
do is talk to sales.
67% of the new
buyer’s journey
happens online.
Source: SiriusDecsions
/ Master the CMO Survival Guide

9. #123webinar
2 Today’s buyer is extremely complex.
/ Master the CMO Survival Guide
B2B decision makers are younger and native to digital.

10. #123webinar
2 Today’s buyer is extremely complex.
/ Master the CMO Survival Guide
Cross-device fluency is key. 42% use mobile during the purchasing
process.

11. #123webinar
2 Today’s buyer is extremely complex.
/ Master the CMO Survival Guide
On average, B2B buyers do 12 searches before engaging on a
brand’s site.

12. #123webinar
1 Master the CMO Survival Guide
How to Thrive in the Digital Era
2 Finally, Prove Marketing ROI
Definitively Tie Digital Performance to Revenue
3 Win the New Digital Path to Purchase
Understand the Elusive, New B2B Buyer
4 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

13. #123webinar
Measure the money metrics.
/ Finally Prove Marketing Revenue
Marketers have a
data problem.

14. #123webinar
Here’s why you can’t afford to measure leads alone.
Measure the money metrics.
/ Finally Prove Marketing Revenue

15. #123webinar
Tie digital performance to revenue.
We get it. That’s often easier said than done.
Let’s say Suzie
searches for
“marketing
automation
software”.
Google serves an organic
listing for your site linking
to your latest eBook.
Suzie clicks on the link,
but then decides to go to
lunch.
While she’s at lunch, browsing
the NY Times on her phone, she
sees a display ad for your eBook.
Suzie clicks on the ad and
downloads the eBook.
Sales gives Suzie a call a few
hours later, and sets up a demo
appointment.
A month later Suzie buys
your software!
/ Finally Prove Marketing Revenue

16. #123webinar
With closed-loop reporting
you can attribute credit
properly within your CRM.
Suzie Smith
First touch source: Organic Search
First touch page: /eBook/marketing-automation
Last touch source: Paid Search
Last touch page: /eBook/marketing-automation
Revenue commitment: $100,000
/ Finally Prove Marketing Revenue
Tie digital performance to revenue.

17. #123webinar
1 Master the CMO Survival Guide
How to Thrive in the Digital Era
2 Finally, Prove Marketing ROI
Definitively Tie Digital Performance to Revenue
3 Win the New Digital Path to Purchase
Understand the Elusive, New B2B Buyer
4 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

18. #123webinar
The linear funnel is obsolete.
/ Win the New Digital Path to Purchase
Email
Social
SEO
SEM
Evaluation
Purchase
It’s essential to be first in influencing the always-on, B2B buyer.

19. #123webinar
And, your best bet is search.
/ Win the New Digital Path to Purchase
71% of B2B buyer research begins with a search engine.
Source: Google/Miller Brown, B2B Path to Purchase Study, 2014.

20. #123webinar
Ace inbound with smart SEO.1
/ Win the New Digital Path to Purchase
Acquire leads. Nurture leads. Sell leads..
Effective content is the
backbone of modern SEO.

21. #123webinar
1
Awareness
Evaluation
Purchase
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
“The Definitive Guide to Display
Advertising”
“Why our Strategy is Better than
the Other Guys”
“How to Close More Deals via
Digital Demand Gen”
Repurpose Content
Segment & Nurture
Get Sales Involved!
Create and optimize content for each stage of the buyer’s journey.
Ace inbound with smart SEO.
/ Win the New Digital Path to Purchase

22. #123webinar
1
Capture the right leads and direct them to your most relevant landing page.
You must have a
keyword mapping doc!
Ace inbound with smart SEO.
/ Win the New Digital Path to Purchase

23. #123webinar
Make a team to-do list based on the following questions:
1 Do we have a target keyword list? When’s the last time it was updated?
2 How are we doing compared to our competitors?
3 Have we segmented keywords by stage of the buyer’s journey? Do we
have content/offers to match?
4 Is there an opportunity to convert on every page of our website?
1 Ace inbound with smart SEO.
/ Win the New Digital Path to Purchase

24. #123webinar
2 Use inbound success to guide outbound.
Use top converting organic keywords and content to amplify results.
Source: SEER Interactive
Ad CTR rises
from 5.66% to
18%.
Organic CTR rises
from 6% to 38%.
/ Win the New Digital Path to Purchase

25. #123webinar
2 Use inbound success to guide outbound.
Retarget prospects to accelerate the path to purchase.
/ Win the New Digital Path to Purchase
Source: Wishpond
Example retargeting ad from
Freshdesk. This was shown to a
prospect that landed on their
free demo page and left without
signing up.

26. #123webinar
Align Sales & Marketing3
Make the sales chief your new best friend.
/ Win the New Digital Path to Purchase

27. #123webinar
Align Sales & Marketing3
Email
Social
SEO
SEM
Evaluation
Purchase
BU acquires Marketing Qualified
Lead via form fill out.
BU determines lead as Sales
Qualified.
BU qualifies the lead for
direct follow up or forwards
to field sales.
Field sales calls directly or
sends the lead to
distributor.
Over half of highly effective marketers have marketing automation in place.
Source: Webmarketing123; 2015 State of Digital Marketing Survey
/ Win the New Digital Path to Purchase

28. #123webinar
Align Sales & Marketing3
By 2017, Gartner predicts the CMO will spend more on IT than the CIO.
Source: Gartner; By 2017 the CMO Will Spend More on IT Than the CIO, 2012.
/ Win the New Digital Path to Purchase
Over 60% of marketers use
5 or more tools for
just one campaign.
Source: Marketing Pilgrim, 2012.

29. #123webinar
1 Master the CMO Survival Guide
How to Thrive in the Digital Era
2 Finally, Prove Marketing ROI
Definitively Tie Digital Performance to Revenue
3 Win the New Digital Path to Purchase
Understand the Elusive, New B2B Buyer
4 Live Q&A
Ask Mike Your Toughest SEO Questions.
On the Agenda

30. #123webinar
QUESTIONS? ASK AWAY!

31. #123webinar
e: results@webmarketing123.comt: 800. 619. 1570
Get a custom search assessment from our team!
Sign up today and we’ll cover:
 Where you rank in relation to competitors
 Measure revenue opportunity from Search
 What you can do to accelerate results now
Mike Turner, Webmarketing123
Director of Business Development
Thanks!
results@webmarketing123.com800. 619. 1570
Let’s
Talk!