Lead Generation and Lead Nurturing

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Lead Generation and Lead Nurturing

  1. 1. Lead Generation and Lead Nurturing Presented by:Nick Footer | Anvil Media, Inc. | Business Development Executive Twitter: @nickfooter | nickf@anvilmediainc.comJeff Linton | Act-On Software | Senior Manager, Product Marketing Twitter: @ActOnSoftware | Jeff.Linton@ActOnSoftware.com
  2. 2. Anvil | Digital Marketing AgencyAnvil Media, Inc. is a digital marketing agency specializing in search engine optimization, pay-per-click management, online reputationmanagement, mobile marketing, social media marketing, web analytics, and site conversion optimization services.
  3. 3. PollAre you currently using marketing automation?
  4. 4. Anvil | What Is A Keyword?Anvil | Keyword Research
  5. 5. Anvil | Why Should You Care? Title Anvil | Keyword ResearchDo you own one of these?
  6. 6. Anvil | Impact Of Google Instant Anvil | Keyword Research
  7. 7. Anvil | Keyword ToolsAnvil | Keyword Research
  8. 8. Anvil | Organic Listings
  9. 9. Anvil | SEO - ContentBlogWhitepapersReviews/FAQVideosWebinarsPodcastsPress ReleasesArticlesGlossaryNewsletter Archives
  10. 10. Anvil | SEO - CodeHTML textCSS (Cascading Style Sheets)Breadcrumb navigationRobots.txt File404 Error Pages301 redirects & CanonicalizationXML & HTML Sitemap
  11. 11. Anvil | Code – 404s
  12. 12. Anvil | Code – Tag OptimizationKeyword used in title tagKeyword used in meta description (for click throughs)
  13. 13. Anvil | Credibility - Links Why Do Search Engines Care About Links?Links are a “vote” for your website Each site that links to you tells the search engines that your site must be useful and important. Another Your site must be good Site since others link to it. I Another Another will rank it higher! Site Site Your Site
  14. 14. Anvil | Credibility – Anchor TextAnchor Text: The text that, when clicked on, links to another website. Images don’t have anchor text. The anchor text in this link is “ROI Revolution”Nofollow: Only visible in website code. Tells search engines NOT to pass any “link” value.
  15. 15. Anvil | Local SEOLocal Search Stats | GrowingLocal Results Constantly Changing
  16. 16. Anvil | Local SEO Example
  17. 17. Anvil | Paid – Search Engines
  18. 18. Anvil | Paid – Components Search EngineConversion Keywords Landing Ad Creative Pages
  19. 19. Anvil | Paid – AdsHeadline = 25 CharactersDescription Line = 35 Characters x 2Display URL = 35 Characters
  20. 20. Anvil | Landing Pages Keywords in Headline It’s all about Fast Loading Images & Page UserKeywords in Experience Body Copy Clear Call to Action & Relevancy to Ad Privacy Policy - About Us
  21. 21. Anvil | Paid - ConversionIn the end, we need to get the user to do what we want them to do.
  22. 22. Anvil | Paid – Display NetworksContextually based resultsWe call this the “Content Network” or “DisplayNetwork”1000’s of Websites in Network
  23. 23. Anvil | Text Display Ads
  24. 24. Anvil | Display Image Ads
  25. 25. PollAre you currently utilizing social to drive leads for your business?
  26. 26. Anvil | Paid – SocialLots Of Networks | Demographic TargetingHyper Targeted Ads | User DataFree Advertising | Test FirstLanding Pages | Convert
  27. 27. Anvil | Social - Facebook800 LB Guerrilla | 1 billion users by AugustUnique Content | Landing TabsBuild Prospects Lists
  28. 28. Anvil | Social - Facebook
  29. 29. Anvil | Social - TwitterCustomer Service | Listening Programs
  30. 30. Anvil | Social - TwitterEngage | Not Push Marketing Platform
  31. 31. Anvil | Social - LinkedInQ&A | Proven Thought Leadership
  32. 32. Anvil | Social - LinkedInGroups | Foster Collaboration
  33. 33. Anvil | Social - YouTubeRecently Updated | Premium Channels
  34. 34. Anvil | Social - YouTubeSales Tool | Interactive
  35. 35. Anvil | Social – Google+Fastest Growing | 100 Million Users
  36. 36. Lead Generation ChannelsOrganic, Paid, Social Leads | Now Convert!
  37. 37. Act-On | Marketing Automation2008 | Beaverton OregonRaghu Raghavan | CEOFounder of Responsys | 2 IPO’sFastest Growing SaaS600 | 2 Years
  38. 38. Marketing Automation | Success46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
  39. 39. Importance | Marketing Automation Sales | MarketingAlign Sales | Marketing | Customer Buying ProcessRemove the Unknown for Sales Why is this a LeadRemoves the Complexity All-in-OneMarketing Bigger | Stronger | More Effective for Less
  40. 40. Lead Nurturing | Conversions Understanding | Targeting Segmentation | Planning Nurture | Drip | Re-Market Demo | Free Trail | Contact SalesTop Performing organizations outperformed everyone else by 2-3xin revenue growth and lead-to-sales conversion. These organizationsare 3x more likely to use a Marketing Automation tool. Gleanster Research - 2011
  41. 41. Steps to Increase Revenue Today Develop Content Keep Score Cadence | Progression Align | Handoff Track | Measure & Refine | Repeat
  42. 42. Revenue | Content Focus | End in MindSolving Specific IssuesWhy it that Important Who Gets What Specific Content Create a Plan
  43. 43. Revenue | Keep ScoreCustom to Meet your Needs Profile Based Behavior Based B.A.N.T. Value = 10..20..30
  44. 44. Revenue | Cadence & ProgressionTiming When How Much How OftenAutomation Tools Progressive Forms (pre-fill) Landing Pages - EmailConvert | Track | Report
  45. 45. Revenue | Align & HandoffWhat is a Lead MQL to SQL Who Decides The Goal Automation Tools Scoring | Qualification Setting Triggers
  46. 46. Increase Revenue Today Track | Measure | Refine | Repeat Landing Pages Drip MarketingContent Website Webinars Segmentation Registration Forms
  47. 47. Start Today Plan with End in Mind Start Simple | K.I.S.S.Marketing Automation { 46% Increase in Revenue } { 26% Increase in Lead Conversions } { 25% Decrease in Cost / Lead } Informative Webinar Topics - Videos – Best Practices
  48. 48. PollAre you interested in learning more about Anvil’s services?
  49. 49. ContactNick FooterBusiness Development ExecutiveAnvil Media, Inc.310 NE Failing StreetPortland, OR 97212503.595.6050 x228 office503.481.6629 cellnickf@anvilmediainc.comTwitter: @nickfooterLinkedIn: nickfooter
  50. 50. Upcoming Anvil WebinarsMarch 21st, 2012 – 10am PSTLocal SEOApril 18th, 2012 – 10am PSTSite SearchMay 16th, 2012 – 10am PSTAdvanced AnalyticsFind Out More and Registerhttp://www.anvilmediainc.com/search-engine-marketing-webinars

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