Lead Scoring for SEO

Lead Scoring for SEO
Ruth Burr Reedy
iPullRank Meetup
May 29, 2019

New Lead Gen Client!
@ruthburr #rankUp

“We Want More
Traffic!”
@ruthburr #rankUp

“We Want to Rank
Number One!”
@ruthburr #rankUp

“What makes a
lead a good lead?”
@ruthburr #rankUp

Source: The Beginner’s Guide to Creating Marketing Personas on Buffer
@ruthburr #rankUp

“Just get us the leads,
and we can make the
sales.”
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“Leads are up, but
sales aren’t.”
“These are the wrong
leads.”
“The sales team hates
getting SEO leads.”
@ruthburr #rankUp

THEY
WEREN’T
LYING
But their needs have
changed.
@ruthburr #rankUp

You Used to Call Me on My Cell Phone

Top-of-Funnel Marketing Means Top-of-Funnel Leads
Branded organic
Paid search
Non-branded organic
Direct traffic
Referral
@ruthburr #rankUp

Attribution in CRM is a S***show
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“business intelligence”
30K searches/month
“business intelligence
software”
1700 searches/month
“enterprise business
intelligence software”
<10 searches/month
@ruthburr #rankUp

“How do you
qualify leads?”
@ruthburr #rankUp

8 Rules for Lead Gen Forms: A Rant
By Ian Lurie
https://www.portent.com/blog/design-dev/user-experience/lead-gen-forms-a-rant.htm
“Brands...build lead gen forms
that demand an absurd amount
of information for scraps of
content. Then they wonder why
those forms don’t work.”
@ruthburr #rankUp

Lead Scoring
Hot: CMO, COO, VP
Warm: Director, Manager
Cold: Other
Title
Hot: $5,000 and up
Warm: $1,000 - $4,999
Cold: $999 and under
Budget
@ruthburr #rankUp

Get the Field’s ID
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Create a Custom JavaScript Variable
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//Change the variable name to one that describes your variable
//Change the ID in the parentheses to match your field ID
function() {
var employeeCount =
document.getElementById('455712_192028pi_455712_192028').value
return employeeCount;
}
Custom JS Variable with getElementById
@ruthburr #rankUp

Get the Field’s Name
@ruthburr #rankUp

//Change the variable name to one that describes your variable
//Change the name in the parentheses to match your field name
function() {
var referral = document.getElementsByName("referral")[0].value
return referral;
}
Custom JS Variable with getElementsByName
@ruthburr #rankUp

Test in the Console
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Test in Preview
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#GTMTips: Track Selection in Drop-Down List
by Simo Ahava
https://www.simoahava.com/gtm-tips/track-selection-drop-list/
@ruthburr #rankUp

Create Triggers for Hot, Warm, and Cold Leads
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Create Event Tags for Each Lead Type
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How Long Do Hot and Warm Leads Take to Convert?
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What Content Drives Traffic, but Only Cold Leads?
@ruthburr #rankUp
Landing Page Sessions Cold Warm Hot
/ 6,119 193 29 64
/blog/what-are-blue-widgets/ 6,028 55 6 8
/blog/widget-platforming-2019/ 5,548 26 6 4
/blog/red-vs-blue-widgets/ 5,524 11 3 3
/blog/are-my-widgets-blue-enough/ 5,357 8 6 0
/blog/this-data-is-fake/ 5,269 18 1 0
/blog/but-you-get-what-im-going-for/ 5,084 6 1 0
/blog/ 5,059 5 0 0
/blog/10-must-read-widget-books/ 4,855 3 0 0

What Referral Sources Send Hot Leads?
@ruthburr #rankUp
Source / Medium Sessions Hot Leads Conversion Rate
Direct / None 25,669 69 0.27%
Google / Organic 107,964 12 0.1%
Google / CPC 5,512 7 0.13%
bluewidgetfans.com/referral 1,705 4 0.23%
ilovecheapbluewidgets.com/referral 364 4 1.10%
departmentofwidgets.org/referral 153 10 6.53%

Where are Opportunities to Qualify, Nurture, and Convert?
@ruthburr #rankUp

2019 CONFERENCE
SCHEDULE (SO FAR)
● MozCon, July 15-17, Seattle
● MarTech, September 17-18,
Boston
● Ungagged LA, November 7-8,
LA
Come say hi to me. I’m friendly.
Thank You!
Ruth Burr Reedy
Vice President of Strategy, UpBuild
https://www.upbuild.io
@ruthburr | @UpBuildTeam
@ruthburr #rankUp

Lead Scoring for SEO

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