Madrid, October 2013 - Lead Generation and Nurture

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SEO strategy, social media, content generation and planning, demand generation and the lead nurture program.

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Madrid, October 2013 - Lead Generation and Nurture

  1. 1. Demand and Lead Generation Digital and Social Media Madrid, October 2013
  2. 2. Agenda •  SEO strategy •  Social media, content generation and planning •  Demand Generation •  Coffee Break •  Lead Nurture program •  Coffee Break •  Group Exercise
  3. 3. MD/Owner Head of Search & Social
  4. 4. •  Global MSB •  Worked with Microsoft for five years •  Audited more than 100 Partner websites •  Manage Microsoft Western Europe Social Media •  Set up Global Digital Marketing Program •  Setting up Partner Empowerment Program
  5. 5. “If you can’t explain it simply you don’t understand it well enough” Albert Einstein
  6. 6. Traditional sales and marketing overvie Demand Generation Lead Nurture
  7. 7. The Complete Lead Engine Demand Lead Nurture Measure return on investment
  8. 8. People decide over a time span
  9. 9. Bringing it all together The Balanced Scorecard §  By Robert S.Kaplan and David P Norton (1996) §  “A Landmark Achiement” Michael Hammer
  10. 10. The online marketing balanced scorecard Audit SEO PPC Content Social Email Plan Action Measure Results
  11. 11. The perfect balanced scorecard Audit SEO PPC Content Social Email Plan Action Measure Results
  12. 12. Change. Windows 1.01 (1985) Windows 3.1 (1992)
  13. 13. The perfect balanced scorecard Windows 2000 (2000) Windows 95 (1995)
  14. 14. The perfect balanced scorecard Windows XP Windows 7
  15. 15. The perfect balanced scorecard
  16. 16. Mobile Search
  17. 17. Is your website mobile ready?
  18. 18. Change, convergence is with us
  19. 19. Technology continues to evolve
  20. 20. Behaviour  is   changing   Geo-location continues to increase
  21. 21. And video is now huge and growing
  22. 22. Channels
  23. 23. Free Guide 42 Tips on how to generate more business from your website http://business.whitehatmedia.com
  24. 24. Change in sales and marketing 1 •  Collateral 2 3 •  Telemarketing •  Events
  25. 25. Change in sales and marketing Social Media Collateral 8 7 Content 1 Telemarketing 6 2 PPC Events 5 SEO 3 4 Email
  26. 26. What does this mean to you Challenges More resources New strategies Measurement
  27. 27. More people are needed
  28. 28. You can outsource to specialists
  29. 29. White Hat Media are specialists Work with 70 Partners Focus on lead generation Microsoft approved Global program Value measurement
  30. 30. The integration of all teams is vital sales marketing development Process finance logistics human resources
  31. 31. Demand Generation, let’s look at some channels
  32. 32. Channels
  33. 33. Steven Gradidge Head of Search and Social Brighton & Hove Albion FC Fan
  34. 34. Search Engine Optimisation (SEO) Factors Onpage Offpage Competitors
  35. 35. Importance Of Off-Page
  36. 36. The SEO Customer Journey 1) Search 5) Purchase 4) Calls To Action 2) Results 3) Landing Page
  37. 37. The Triangle of Trust
  38. 38. Universal Search
  39. 39. Now, a strong linking strategy is required
  40. 40. The SEO Process Benchmark Keywords Competitors On-Page Off-Page Measure
  41. 41. Seasonality: The Problems of Measuring Traffic Source: Google Insights
  42. 42. Seasonality: Take a guess what key phrase this is: Gareth Bale
  43. 43. Benchmark early Check and monitor positions
  44. 44. Keywords: Search can be confusing
  45. 45. Search Engine Results Pages for ‘Windows’
  46. 46. If I Wanted Apples…To Eat
  47. 47. Target Phrases: Generic Vs. Long Tail
  48. 48. Very generic e.g. CRM Retail SMB Social System Cloud Best
  49. 49. Sources of Data For SEO Market Data Reputation management applications Analytics Other applications KPI’s Internal Systems
  50. 50. Measure Where You Are You Competitors Keyphrase 1 Keyphrase 2 Keyphrase 3 Keyphrase 4 Keyphrase 5 Positions, then why?
  51. 51. You cannot win a Grand Prix with one of these Digital Marketing – Search Engine Marketing |
  52. 52. The right highly tuned ‘vehicle’ is needed
  53. 53. Three Areas to Consider: On-page 1 Code 2 Content 3 Structure
  54. 54. Landing pages: Must be Optimised for Search •  Title tags •  H1, H2, H3 •  Link text •  Alt image text •  URLs
  55. 55. Back Links: Online PR
  56. 56. Bank Link Quality Social media, influence, trusted Specialist, PR Blog, forum Directories, paid, low quality article Better quality, more difficult to achieve
  57. 57. Link directly from Social Media …and encourage others to do so through shares, re-tweets etc.
  58. 58. Support supporting content
  59. 59. Online Press and PR §  Best liaised directly exclusives stories or content §  Offer
  60. 60. Invite guests bloggers
  61. 61. Their networks will link to the post
  62. 62. Guest post on other sites and link back Guest Post Post Link
  63. 63. But share what they want And not what they don’t
  64. 64. Global Dynamics Partner §  Four months campaign §  Traffic has increased 43% §  Organic §  42 traffic has increased 134% targeted keywords now on the first page
  65. 65. Best for B2B Sales Based on relationships and supports the concept of ‘Trusted Advisor’
  66. 66. Social Media
  67. 67. Search and social together create trust •  High positions •  Easy access •  Visibility SEO Trust Social Media •  Good content •  Mention •  Visibility
  68. 68. People belong to tribes
  69. 69. People belong to tribes
  70. 70. “Choice is and continues to be dictated by social relations. People choose to go where their friends are” Doctor Danah Boyd PHD, Microsoft Research Centre
  71. 71. Social Media is not a Cure
  72. 72. The Network effect Update Network 150 Virality 22,500
  73. 73. What’s in it for me?
  74. 74. Content has become centre stage
  75. 75. What is good content? Trusted Expert Interesting Valuable Well written Shareable Funny Educational
  76. 76. Content has become centre stage Polls Competitions Photography Blog Videos Discounts
  77. 77. Content: Give Them What They Want Want Need These are where the leads are!
  78. 78. Humanise Your Content eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment, Inter/AC Milan
  79. 79. Good Content Takes Time “The amount of time required to develop a presentation is directly proportional to how high the stakes are” Nancy Duarte Slideology
  80. 80. August Content Calendar FB Pi G+ G+ FB Tw Tw FB IG Pi Tw G+ FB IG FB
  81. 81. Tips For Successful Social/Content J Seamless sign-off process J Minimal stakeholder involvement J Accountability J Great content J Measure, benchmark and report
  82. 82. Be where the people are
  83. 83. Good Content is not always found. Make it shareable!
  84. 84. Blog Success •  B2B companies that blog generate 67% more leads per month than those who do not •  66% of marketers say their company blog is “critical” or “important” to their business •  77% of Internet users read blogs Source: KBK Communications
  85. 85. Reasons Why Blogs Fail •  •  •  •  •  Self promotional Too ‘salesy’ No clear purpose No accountability No plan
  86. 86. White Hat Media Blog
  87. 87. Facebook Algorithm: EdgeRank Affinity Edge Weight Decay
  88. 88. EdgeRank Brother Old Friend Brand
  89. 89. Brother Brand •  Heavy WEIGHT •  High AFFINITY •  Low DECAY High EDGE •  Low WEIGHT •  Low AFFINITY •  High DECAY Low EDGE
  90. 90. Facebook: Brand Pages HIGH LOW HIGH
  91. 91. Social Media Crisis 1 2 3
  92. 92. Social Media Crisis •  All stakeholders within any given crisis to know their role within the process (chain-of-command) •  Each stakeholder understands their accountability within online and offline communication channels •  Each crisis level has a clearly defined response time •  A social media crisis document should be developed before an actual crisis occurs •  Confirmed channels: Email? Telephone? SMS?
  93. 93. Tools to measure ROI
  94. 94. KPI’s: Which ones?
  95. 95. Traditional sales and marketing overvie Demand Generation Lead Nurture
  96. 96. The Complete Lead Engine Demand Lead Nurture Measure return on investment
  97. 97. Build a Lead Engine
  98. 98. More than 100 Microsoft Partners’ sites audited in the last five months
  99. 99. ‘After our site was audited and recommendations by White Hat Media our traffic and enquiries quadrupled’ Comment made in public at a Microsoft event in Berlin to 60+ Partners by Sander Schoneveld, General Manager, K3.
  100. 100. Free Digital Marketing Gap Analysis for 8 Partners ü  Identify areas which can be improved ü  Multiple recommendations ü  More website business
  101. 101. Q: Who are your leads today? People who… •  Read your blogs? •  Respond to your email? •  Download your eBooks? •  Attend your webinars? •  Watch your videos? •  Visit your website?
  102. 102. Tele-market through content Create content Follow up download Call Share on social media Email
  103. 103. Training and consultancy A continuous source of enquiries and prospects.
  104. 104. Example,  LinkedIn  inbound  content  
  105. 105. Example,  LinkedIn,  Slideshare  combo  
  106. 106. Case study; content marketing
  107. 107. Content marketing
  108. 108. Content marketing
  109. 109. Customer Services Monitor Listening Posts Anticipate Respond rapidly
  110. 110. Support customer services Set up communities Customers share in her network Customer becomes advocate Listen Respond
  111. 111. What do you think?
  112. 112. What do you think?
  113. 113. Content creation •  eBooks, white papers •  Blogs •  Video •  Polls, surveys •  Webinars
  114. 114. Example,  reaching  out  lead  nurture  
  115. 115. Data capture and squeeze page
  116. 116. Drive  leads  through  content   Content schedule Track and monitor
  117. 117. Why Lead Nurture?
  118. 118. 4 types of Lead Nurture Welcome •  Introduction •  Opt in to something else Education •  Engage to further profile •  Educate about value prop Why us? •  Differentiate •  Re-iterate value prop Accelerate •  Provide decision tools
  119. 119. Segment  and  personalise  
  120. 120. Why people unsubscribe
  121. 121. Routes to ROI – get yourself seen Top 3 factors that affect opening rates Know and trust the sender: Subject Line: 59.2% 41.1%
 Previously opened and thought valuable: 30.1% (source: ReturnPath)
  122. 122. The most impactful change; the subject line. What do you think of the following?
  123. 123. ‘Net Results Newsletter’
  124. 124. ‘78% of SAPs customers are SME’
  125. 125. ‘6 Online Community Tips You Should Steal Today’
  126. 126. ‘How to Build an All-Star Social Media Team’
  127. 127. Why people unsubscribe
  128. 128. But what is the best frequency? Test Gather feedback Test again
  129. 129. Plan Your content calendar Who? When? What?
  130. 130. Track success with analytics
  131. 131. A few more tips n Always n Never personalise use capitals n Auto-complete forms n Always offer an un-subscribe option n Nurture and follow up
  132. 132. Personalise  
  133. 133. Progressively  profile   Learn  more  
  134. 134. Automation Automated Marketing
  135. 135. AutomaAcally  track  acAvity   ‘Downloaded; Best Practices for Creating a Content Marketing Strategy’
  136. 136. Automate  and  score  
  137. 137. Building  Readiness  to  Buy   Ready   To  Buy   Time   TOFU MOFU BOFU
  138. 138. Clearly  idenAfy  and  measure  your  goals   •  Increase number of leads •  Increase volume of sales •  Reduce CCA •  Reduce lead time
  139. 139. The Complete Lead Engine Demand Lead Nurture Measure return on investment
  140. 140. What  The  Lead  Engine  means  to  sales   talktome@whitehatmedia.com   subject:  lead  engine  
  141. 141. Business Case - Proposal   You have joined a software solution provider as the Marketing Director. To date, the company has enjoyed limited success marketing and selling.   To support growth plans, the business needs to invest more time and money in digital marketing. This is to be done through creating and implementing a successful demand generation, and lead and customer nurture plan.   Elements that need to be considered are: Objectives Planning Resources Channels and tactics for (i) lead nurture and (ii) customer nurture programmes Content Impact and value of digital marketing Delivering value to your customer’s customers Measurement
  142. 142. Business Case - Proposal Company 1 •  •  •  •  Business to business Software for retail Target market Austria Consider strategy, demand generation, channels, nurture Company 2 •  •  •  •  Business to business Software for financial services Target Market Western Europe Consider strategy, demand generation, channels, nurture
  143. 143. Let’s  sum  it  all  up…  
  144. 144. Make  sure  your  site  is  as  good  as  it  can  be   Q:  How?                                    A:  Audit  and  acAon  
  145. 145. Drive  Demand  to  your  website  
  146. 146. Build  your  Lead  Engine  
  147. 147. Nurture  and  build  trust  through  content   talktome@whitehatmedia.com  
  148. 148. Segment,  personalise,  profile  
  149. 149. Automate  and  measure,  ROI   Track     Score   Goals  
  150. 150. Enjoy  your  success  
  151. 151. We  can  help…   Call  0044  1273  704771   www.whitehatmedia.com   talktome@whitehatmedia.com   subject:  lead  engine  

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